As a creative director, I focus on developing concepts and strategies that engage consumers. This is driven by a deep background in digital media that includes creative direction, product development, and operations. Digital media is at its best when it is interactive and provides an experience – be it a game, native content, or a catalog. I’ve directed digital and print creative for companies like the Mayo Clinic, Target, Mall of America, and Anheuser Busch.
EMPLOYMENT HISTORY: STAR TRIBUNE (1997 – PRESENT)
DIRECTOR OF ADVERTISING STRATEGY AND CREATIVE (OCTOBER 2010 – PRESENT)
Built an internal agency to develop custom print and digital concepts for Star Tribune’s most important clients – including idea generation, creative direction, and pitch development.
Created unique strategies, presented proposals, and directed creative for companies like the Mayo Clinic, Target, Mills Fleet Farm, Mall of America, and Anheuser Busch. Resultedmillions of dollars in advertising new revenue.
Managed a staff of 9 that included sales development managers, designers, a research analyst, and a project manager.
Included a heavy focus on digital ideas and the development of new digital ad products.
Directed a 52-week print and digital campaign for the Mayo Clinic.
Developed Star Tribune business-to-business positioning, including print sales collateral, sales presentations, and PowerPoint templates.
Trained staff in creative problem solving.
DIGITAL PRODUCT DEVELOPMENT MANAGER (JANUARY 2008 – OCTOBER 2012)
Managed a team that developed and fulfilled StarTribune.com’s banner, text, and e-mail, social networking, and mobile advertising products.
Development included product strategy, positioning, features, and pricing. Also included coordinating efforts with sales, fulfillment, and news divisions.
Created sales presentations and sales collateral for each product.
Developed new strategies that generated over $1.5 million in new revenue. Included: Tactics to increase revenue from national ad networks by 400 percent.; a ZIP-targeted ad program for local clients that generated $130k in one quarter; “STeals,” a deals site that competes with Groupon.
Created campaigns for specific advertisers that generated over $1 million in new business. Includes: Conducting client needs analysis, developing pitches, and presenting to clients.; developing special tactics for advertisers – including interactive maps, weather-triggered ad units, and contests; Clients include Target, Blue Cross Blue Shield, Border Foods, Slumberland and Bachman’s.
Managed a staff of 6 product managers.
Implemented new procedures that saved StarTribune.com $400k in 2009.
SENIOR INTERACTIVE PRODUCT MANAGER(JANUARY 2006 – DECEMBER 2007)
Managed three Web project managers and a Web designer to develop and fulfill Interactive advertising products that improved advertisers results and increased revenue. Introduced rich media formats, targeted banner products, and text-based ad units.
Created an innovative banner program that used unique ad formats and sequenced ad delivery. It created a competitive advantage for Star Tribune, over doubled the click-through rate of premium homepage advertising, generated $750,000 in revenue in 2007, and was named Newspaper Association of America’s “Most Innovative Product.”
StarTribune.com increased banner revenues over 150 percent in 2006 and 35 percent in the first half of 2007.
PRODUCT MANAGER: STARTRIBUNE.COM REDESIGN(APRIL 2005 – DECEMBER 2005)
Managed a project team that redesigned StarTribune.com, which received nearly 50 million page views and 10.5 million visits per month.
Coordinated 9 cross-functional project teams. Each team included 6 – 10 members.
Facilitated the development of site editorial and advertising strategy.
Wrote business requirements and project plan.
Managed site development from prototypes to launch. Included directing the work of editorial design, advertising design and presenting prototypes to stakeholders.
The site launched in October 2005. By January 2006, the site had doubled its banner advertising inventory and won the Newspaper Association of America awards for “Best Design and Site Architecture” and “Best Local Shopping & Directory Strategy.”
Demonstrated streamlined navigation and a better user experience
EDUCATION:
University Of St. Thomas: Bachelor degrees in Marketing Management and Psychology
PERSONAL:
Newspaper Association of America’s “Most Innovative Product” of 2007.
Newspaper Association of America awards for “Best Design and Site Architecture."
Newspaper Association of America “Best Local Shopping & Directory Strategy.”
Eagle Scout
Maintain Web site "Weekend Pitmaster"
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