Circuit City Live on Shop at Home
- Examples:
- Info:
- Role: Business Development / Strategy
- Client: Shop at Home & Circuit City
- Project Description:
How do you bring two brands together for a first of its kind co-branded cross-channel campaign? Answer: Build off the strengths of each brand and keep a sharp focus.
When Shop At Home and Circuit City teamed up to test the viability of co-branded direct response television programming (DRTV), I led the team charged with seamlessly integrating Circuit City's message of simplicity with the natural convenience of at home shopping to create a comprehensive cross-channel promotional campaign.
- Project Description: On-Air/Video
Working with the Circuit City team, the team developed a promotional strategy focusing on heavy promotion on DIRECTV and Dish Network for the month before and after the launch of the show and constant saturation during Shop At Home programming.
- Project Description: On-Air/Video
Working with the Circuit City team, the team developed a promotional strategy focusing on heavy promotion on DIRECTV and Dish Network for the month before and after the launch of the show and constant saturation during Shop At Home programming.
- Project Description: On-Air/Video
Working with the Circuit City team, the team developed a promotional strategy focusing on heavy promotion on DIRECTV and Dish Network for the month before and after the launch of the show and constant saturation during Shop At Home programming.
- Project Description: Online
To help customers understand the partnership, we created a new co-branded electronics category on ShopAtHomeTV.com where customers could stream live programming or shop for Circuit City products straight from Shop At Home's website.
- Project Description: Email
Our weekly newsletter helped customers keep up with upcoming programming, the latest Internet happenings, and special insider offers.
Shop At Home becomes JTV Watches
- Examples:
- Info:
- Role: Business Development / Strategy
- Client: Jewlery Television
- Project Description:
When Jewelry Television decided to shut down the Shop Home network and re-launch it as JTVwatches.com, I was asked to lead a team in developing the strategy for re-branding the website, integrating customer service, transferring inventory, and on-going marketing.
In one month, the team launched a cross-channel promotional campaign announcing the re-launch, completely re-branded the website as a stand-alone watch retailer, and added new functionality to the site. Within eight months of launch, Internet Retailer magazine selected JTVwatches.com as one of the best retail websites of 2008/2009.
- Project Description:
When Jewelry Television decided to shut down the Shop Home network and re-launch it as JTVwatches.com, I was asked to lead a team in developing the strategy for re-branding the website, integrating customer service, transferring inventory, and on-going marketing.
In one month, the team launched a cross-channel promotional campaign announcing the re-launch, completely re-branded the website as a stand-alone watch retailer, and added new functionality to the site. Within eight months of launch, Internet Retailer magazine selected JTVwatches.com as one of the best retail websites of 2008/2009.
- Project Description:
When Jewelry Television decided to shut down the Shop Home network and re-launch it as JTVwatches.com, I was asked to lead a team in developing the strategy for re-branding the website, integrating customer service, transferring inventory, and on-going marketing.
In one month, the team launched a cross-channel promotional campaign announcing the re-launch, completely re-branded the website as a stand-alone watch retailer, and added new functionality to the site. Within eight months of launch, Internet Retailer magazine selected JTVwatches.com as one of the best retail websites of 2008/2009.
WebMD Re-Launch
- Examples:
- Info:
- Role: Product / Project Management
- Client: WebMD
- Project Description:
When a new Co-CEO/CTO joined WebMD in 2005, his top priorities were to 1) redesign the entire site for wide-screen format and 2) implement a new Content Management System and Publishing Platform. The project consumed our engineering and technology teams in New York and our design, editorial, production, and front-end development teams in Atlanta. I was the lead for the Atlanta team and had project management and business ownership responsibilities for all consumer facing deliverables and the CMS.
It took roughly 18 months to complete and was the longest, hardest, and one of the most fun projects I've ever worked on. In the end, our efforts returned WebMD to the forefront of site design, functionality, and search engine optimization.
HowStuffWorks International Video Platform
- Examples:
- Info:
- Role: Product / Project Management
- Client: HowStuffWorks International (HSWI)
- Project Description:
HSWI needed to completely revamp its approach to video content for its sites in Brazil and China but wasn't sure where to start. At the time, its video platform lacked ad serving capability or industry standard features and functionality, and the team contracted me to lead a total platform redesign. I worked closely with the company President, CTO, and VP of Product to document the business requirements for an entirely new video platform, new video center, and three new video players. From there, I recruited a designer and together we created detailed technical specifications for the platform including step-by-step functional requirements, styleguides, and interface designs for each component. HSWI launched the new video platform in October 2008 greatly enhancing its user experience and functionality.
JTV.com Auction Platform Specifications
- Examples:
- Info:
- Role: Product / Project Management
- Client: Jewelry Television
- Project Description:
Looking to upgrade its auction platform, JTV asked me to lead up the design of a best-of-breed auction solution. I interviewed stakeholders from the merchandising, marketing, development, design, distribution, legal, finance, customer service and production teams and documented the business and functional requirements for a new end-to-end auction solution. Working with a designer, I laid out the site architecture, templates, and user interfaces for a new dynamic auction platform.
Stand Alone Watch Website Analysis
- Examples:
- Info:
- Role: Business Modeling / Analytics
- Client: Jewelry Television
- Project Description:
In 2007, Jewelry Television was interested in expanding its product selection by offering brand-name men’s watches online and needed to decide whether to incorporate the watches into its existing website (JTV.com) or to create an entirely separate stand-alone website. They asked me to lead up a project to analyze the current online watch retail environment, identify opportunities, evaluate the viability of a stand-alone site, and make recommendations for branding, site design, and functionality.
- Project Description:
I love to define new processes or streamline existing ones and have led numerous process creation and re-engineering projects. I've defined everything from cross-functional human workflows to computer based decision trees and procedures. Give me an inefficient workflow and the freedom to fix it and I'm there.
Private Label Analysis
- Examples:
- Info:
- Role: Business Modeling / Analytics
- Client: Jewlery Television
- Project Description:
In 2008, Jewelry Television needed to understand the viability of launching its own private label brand of watches. They asked me to review the current watch market, identify possible partners, and develop recommendations for the product features and branding. As part of my analysis, I traveled to Hong Kong and mainland China to meet with manufacturers and tour production facilities. In the end, while there are many opportunities in the market, my final recommendation was to hold off on launching a new brand until the current economic slowdown runs its course.
Workflow Example
- Examples:
- Info:
- Role: Workflow / Process Improvement
- Client: Various
- Project Description:
I love to define new processes or streamline existing ones and have led numerous process creation and re-engineering projects. I've defined everything from cross-functional human workflows to computer based decision trees and procedures. Give me an inefficient workflow and the freedom to fix it and I'm there.
Customer Segmentation / Targeted Marketing
- Examples:
- Info:
- Role: Marketing
- Client: Shop At Home / Jewelry Television
- Project Description:
When I joined Shop At Home in 2006, the company was facing a quandary. It had recently made a strategic shift to target male consumers but had little information about exactly whom its customers were or what motivated their purchases. Immediately, I commissioned a customer survey program to gain additional demographic and psychographic information about our customerbase. Over the next year, my team synthesized this data with customer purchase information to develop actionable and reliable customer segments for direct acquisition and retention marketing, eventually increasing the effectiveness of our campaigns by 100% to more than 500%.
Search Engine Optimization / Search Engine Marketing
- Examples:
- Info:
- Role: Marketing
- Client: shopathometv.com
- Project Description:
In 2006, I led two simultaneous search engine initiatives for Shop At Home. We wanted to increase our search engine optimization (rankings and traffic) while at the same time establish as search engine strategy that could deliver consistent profitability. The cornerstones of our campaigns were to reengineer the website to enhance crawl-ability, create search-engine friendly reference and product content, micro-targeting our keyword buys, and focusing on return on gross profit over ROAS. In the end, we were able to increase our organic traffic by 300% and consistently deliver incremental revenue from our paid search campaigns.