PRODUCT MANAGEMENT / STRATEGIC MARKETING
Superior quality, delivered on time, on budget
Complex broadband, telecommunication, wireless and software applications, crossing organizational boundaries
Extensive experience in marketing and finance, with proven success in the identification, assessment and Channel Integration of profitable broadband, wireless, internet and digital voice business opportunities. Analytical leader in negotiation and optimization of interactive television initiatives, wholesale and retail telecommunication. Innovative, visionary change agent and persuasive communicator who is highly effective in marketing technology as a benefit. Strengths in: channel development /customer prospecting / needs analysis / product cycle / brand equity cross-selling new products/ custom material segmented marketing / negotiation / close / follow-up
CAREER EXPERIENCE
Westfield Consulting, New York, NY 1996 – present,
Vice President, Sales and Marketing
Developer of digital application and product strategies for broadband, software, telecommunications and IPTV
Verizon e-Services Channel Integrator. Coordinate marketing and technical application requirements, working closely with third-party software and advertising vendors including: Microsoft, Motorola, 24/7, Web Trends and many content providers including Traffic.com. Verizon Wireless with iobi Home and FiOS TV to the PC under a long-term contract. Achieved Wireless Number Integration (Caller ID) with iobi Home for Verizon e-Services. Analyze consumer demographics and customer needs to introduce new products and improve profit margins FiOS TV interactive applications such as Media Manger and outside application providers for commercial deployment. Past clients include Equitable Life Insurance, AXA Financial, and ShadowTV, Media On Demand, Phillips Information and Reed Meidem.
Project Highlights: 2004-current
- Successfully orchestrated divisional Verizon budget process for iobi Home, BSG, Verizon One and FTTP procuring additional $32 million for 2004/2005 fiscal year.
- Optimized FiOS TV Interactive Program Guide (IPG), strategy and screen-by-screen execution; simplified for marketing to users. Focus groups have praised ease of both navigation and comprehension receiving market accolade. Product has achieved 20% market penetration,
- Acted as liaison with retail to map iobi Home requirements, converting/incorporating telephony features for use in TV and PC alerts.
- At three-day Verizon trade show (Jacob Javits Center, NYC), conducted attention-getting demonstrations of iobi Home, the Verizon Wireless CID selling to vanguard of early adapters.
- Worked with Verizon Wireless to define all market requirements for iobi Home Wireless Number Integration including ease of use on Verizon Cellular and PC displays.
- Effectively positioned Instant Messaging to Product Line Management (PLM), gaining acceptance of IM as a critical feature for the success of iobi Home.
- Designed “Smart Home” field beta trials and sales materials for major manufacturer. Constructed market research study to identify new consumers for 5-in-1 appliances with communication features.
- Developed Business Plan documents with prioritized and feasible feature set for FiOS TV 1.0. Resulted in retail division’s approval of additional $5 million in funding for the IT eServices team.
- Successfully advanced and executed international market plans to reach 300 broadband European and Asian content providers. Developed concept and trade promotional materials, sales calls and consume sales materials effective international trade-show in Cannes, France for digital applications and games.
- Introduced strategic partners to Verizon e-Services VideoEgg, Graffiti Wall, an interactive community online product to create alternative content, & Buzztime, Zodiac Interactive games provider.
Westfield Consulting Highlights of projects(1998 – 2004):
- Developed strategic partnerships with online AccuWeather, E*Trade and 40 other vertical-market content developers, negotiating million-dollar+ contracts with content partners.
- Designed strategic scoring tool for broadband applications to determine ARPU and ROI of new features
- Negotiated Home video deals and cross promotions with powerful movie Studios Disney, Paramount, Time- Warner and MCA. Executed
- Planned and executed cross platform features for TV, PC and wireless directing requirements based on consumer experience data until the product was tested in the field and Web Trends data was collected.
- Created and produced TV advertising commercials with blue screen and advance editing equipment and won three Tele-awards for creation of a broadcast TV commercial.
- Named as a Patent holder on a new cross platform profile architecture for IPTV, Broadband PC and Mobile phone
GTE mainStreet, Stamford, CT 1996 – 1998
Cable content arm of GTE, serving as its Internet and Interactive Television (iTV) provider
Director of Consumer Marketing
Recruited to develop GTE’s digital broadband market for IPTV, entertainment, and video gaming and T-commerce initiatives. Created and/or coordinated multiple sales / marketing channels, from telemarketing to ad campaigns. Subsequent to success of initial challenge, was internally recruited to advance the commercialization of DIRECTV and cable modems. Collaborated with a variety of task teams and with PR and ad agencies to introduce new profit centers. Examples of projects:
- Simultaneously introduced three commercial products. As project manager, collaborated with advertising, public relations and direct-mail agencies on both coasts. Created successful campaigns that generated a 24% increase in cable sales. (Additionally, won three Tele Awards for on-air cable commercials.)
- Assigned to take over stalled commercialization project for cable-modem product; successfully turned it around in 90 days. Worked with ad agencies in Florida, Connecticut and Texas to “brand” product on three levels, appealing to a variety of demographics. Succeeded in capturing 2,000 customers in just 90 days.
- Succeeded in obtaining senior-management buy-in on cost-effectiveness of focus groups to analyze and resolve technical glitches in bringing Internet content to television. Cost was quickly recouped when improvements resulted in 25,000 satisfied subscribers.
- Designed and conducted national focus group for a new pay per view product using field houses in 5 states.
Davis-Ford Associates, New York NY 1992 – 1996
Marketing / market research firm: Dual focus on advanced interactive technologies and computer / software solutions
Vice President, New Business Development
Identified incremental revenue streams in interactive entertainment, data and online cable, radio and telecommunication transactions. Key clients include Southern New England Telecommunications (SNET), Hearst and Viacom. Also marketed hardware, software and system-support contracts to architectural firms, supporting local and wide-area networks. Built a solid network of 50 virtual consultants and gross revenues in excess of $350,000 yearly.
- Sold on-air advertising; managed cable programmers and network alliances with companies including Home and Garden TV (HGTV). Developed business plan for Hearst Corporation, for a potential new cable network with a projected price tag of $64 million. As a result of this comprehensive cost analysis, Hearst was able to make a Board decision against the investment, saving the $64 million.
- Conducted market analysis for Viacom’s radio and television markets increasing profitability.
Raisin’ Cookie Inc., New York, NY 1990 – 1992
Direct-response children’s educational multimedia catalog company
President / Vice President Sales & Marketing
Managed alliances and cross-selling/promotions with MCA, Disney, Kraft and General Foods. Directed warehouse management, telemarketers, product licensing and fulfillment company.
- Profitably sold contact list.
Highlights of Financial Operations Experience 1984 – 1990
C-level financial responsibilities for Time-Life Home Video, Inc., a $32 million division of Time Warner, Inc. and Lexica / F.P.G. Corporation, a start-up company developing interactive software / electronics and on-line screens in collaboration with Time Inc. senior management.
Teletex, New York, NY 1982 – 1984
Business Manager / Strategic Marketing
Key player in determination of strategic direction for this start-up within Time Inc.’s Video Division, delivering consumer information from satellite to cable head ends. Created tools and business models for management of new electronic product.
EDUCATION
MBA Finance — Pace University, New York
BA Economics / Math — Brooklyn College, New York
AFFILIATIONS
New York Society of Security Analysts — past Board member (6 years)
Heloise S. Ham Foundation — Founder and Trustee
Lincoln Spencer Apartments — past Board President (9 years)
Classes: MS Project, Web Design, HTML coding, Wikis and Blogs