Writer. Senior-level media, technology, and marketing professional. I am an analytics-driven, bilingual (Spanish/English), senior-level marketing and product professional with extensive SEO, analytics, technical, and international expertise. Based in Los Angeles, working worldwide.
I have held marketing and technology leadership positions for major news, product, and event businesses. More
Closing in on 20 years of experience marketing and managing a wide variety of digital and traditional products. From product management to marketing to running an entire publishing division for a major publisher, I've developed and executed marketing and product strategies across digital, print (ads and collateral), events, and social. Always KPI-oriented.
It has been said that I possess a combination of technical and business experience that is difficult to find.
Here are details about some products I have been a key player in creating.
Problem B2B influencers are much harder to find than their B2C equivalents. While B2C marketers can rely on popularity to identify influencers, B2B influencers are much more nuanced, leading and participating in smaller, more targeted communities.
Solution I built a system which tracks publicly available social postings in such a way that it focuses only on B2B individuals and organizations. The resulting database can then be used to help identify untapped industry experts who can be part of ongoing programs.
Problem The TechWeb Network needed to create new revenue without cannibalizing existing sponsorship opportunities.
Solution I conceived, spec'd out, and supervised the development of an award-winning ad unit which peeled the page back to reveal a sponsors messaging. Supported text, image, and video. Launched across 20+ sites, generating over $1MM incremental revenue in first year.
Problem: With print advertising dying, we received funding to build a scalable app product to be a framework for other business units.
Solution: Created and managed development of iPad app (branded as Tech News) integrated with global content management system (CMS). Launched first as a paid-subscription product, we pivoted to ad supported. Within several months we had 45,000 downloads and made #1 in iTunes category. See the demo video
Problem: Social media strategy was haphazard. Individual authors used different tools to post article inks with no tracking capabilities.
Solution: Developed topic-based social network feeds matching content development with sales priorities. Stories fed to social media were tracked back through to traffic and conversions. Also enabled a new social ad unit providing sponsors with a high-value, high-interaction space to align their brand with specific topic areas.
Problem: Oracle had a heavy emphasis on international publishing (producing 110 localized sites) but it was hard to get Google to index the correct country site. Href-lang tags had been deployed manually, requiring constant updating with a heavy risk of errors.
Solution: Working with the international publishing team, I helped to spec out and manage the deployment of dynamically generated href-lang tags which automatically showed up on new pages as they were translated.
Problem: While there was no shortage of note-taking apps in the Apple ecosystem, the retro-idea of taking notes on index cards was missing.
Solution: Working with an independent developer, I created an app that completely mimicked the idea of taking notes on index cards. Cards could be sorted and grouped and colors could be assigned. Achieved 5,000 downloads and won "best note-taking app for high-school students" from Appolearning.com. See the demo video
Problem: Prominent search engines could not be relied on to provide medically-valid results because they index the entire web. We wanted to provide the medical industry and pharmaceutical supporters with a Google for medicine.
Solution: Our editorial team, working with specialty-based advisory boards, vetted and certified sites which were then indexed through a proprietary system. Subscribers could then search and find data in four specialties. Pharmaceutical supporters purchased text ads based on categories.
Focus on international markets. Ran engagements with international marketing teams in Europe, APAC, and Latin America to:
SEO analysis, Traffic Analysis and Reporting, and KPI and Metric Management. Specified and supervised technical program development involving SEO such as deploying dynamic href lang tags.
Used technology to identify product users, reach more of them, and increase conversions. Media and Entertainment clients. Work included:
Responsible for strategy and execution on all digital products for media/events company. Reported to CEO. Roadmap owner.
Progressive career with major technology news publishing organization.
Select referenced from LinkedIn.
"It's never less than great working with you."
Konstantinos Kontos, Sr. Developer Saturated Colors
"...cutting edge knowledge of new media..."
Timo Elliot, Buddha Branding
Mike Azzara, Principal, Content Marketing Partners
"...an innovator and thinker who executes."
Cora Nucci, Associate Editorial Director, HealthLeaders Media
"...he set one of the most rewarding professional cultures I've been a part of in my career."
Amber Tresca, ENA Healthcare Communications
"...always delivered excellent results to help drive digital product innovation, process and execution. His early version of content-based units were years ahead of their time."
Brandon Friesen, President, Just Media
"...truly understands the medium in a way many executives do not."
Anne Holland, Anne Holland Ventures
"...highly creative and understands the importance of focusing on the practical business ramifications – revenue and profit – of the projects he's working on..."
Tom Smith, Oracle Corporation
Nevin Berger, Lead User Experience Designer, Revitas Inc