January 2011 Resume

It seems to me that the place to start is to post my current resume.

KEN kisselman

PotentialKEN@AOL.com

Integrated Marketing Strategist

Focused on planning, analyzing, and optimizing ROI-driven Interactive Initiatives

10+ years professional experience developing integrated interactive programs
with online & full-service agencies, media communications companies, and consulting clients

20+ years intellectual experience exploring how ‘participatory experiences’
in mass media and popular culture influence consumer identity and behavior

Specializing in harnessing interactive user audiences
to accomplish qualitative/quantitative business and marketing objectives

·         Targeted outreach and acquisition through search, social media, and online advertising

·         Measurable influence through structured messaging and behavioral objectives

·         Ongoing lifecycle value and learning through eRM segmentation and retention

·         Integration of interactive programs with traditional campaigns and business processes

Seeking new opportunities to define, plan, guide, measure, and optimize
Integrated Interactive Programs to achieve clear client ROI

·         Translate marketing/business objectives into strategic program/communication plans

·         Devise and facilitate workshops and meetings to define requirements and focus ideation

·         Structure messaging and tactics through industry, competitive, and audience insight

·         Counsel clients, delivery partners, and agency teams to guide strategic implementation

·         Develop performance metrics and learning plans to quantify and qualify success

Relevant Skills and Expertise

·         Developed, evaluated, and optimized strategic direction for hundreds of web presence and interactive advertising programs for clients ranging from local businesses to global brands

·         Guided strategic planning for integrated cross-agency interactive initiatives of $15MM+

·         Managed agency delivery leverage for multiple simultaneous accounts up to $3MM

·         Managed multiple simultaneous $1MM+ integrated online media campaigns

·         Led disciplinary practice areas as well as interdisciplinary delivery teams up to 25

·         Maintained client relationships at all levels ranging from owner/CEO to brand and support

·         Authored white papers and case studies; presented at meetings, offsites, and conferences

Select Enterprise and Brand Clients Include

Acuvue – Aeropostale – Beck’s Beer – Bergen Record – Bristol-Myers Squibb – Camel

Crazy Eddie – Dentyne – Doral – Filippo Berio – Gardasil – Gilat: Starband – GolfMax.com

GlaxoSmithKline – IFPA – Irish Echo – John Deere – Lego – M&Ms – March of Dimes

Merck & Co. – MTV – Nickelodeon – Parent Paper – Penske – Reach – Revlon – RotaTeq

Silicon Graphics – Spaceport America – Splenda – Toyota Golf Skills Challenge – Tylenol

Academic CV

1994 – 1997      University of Wales

Postgraduate Degree in “The Word and The Visual Imagination” and additional research

1989 – 1993      Drew University

BA in Art, English, and Gender Studies with “Specialized Honors” in Media & Cultural Theory

Select Professional Experience

2010                 Elestrin

·         Helped focus ideation for viral video project planning for hormone replacement therapy

2010                 NSS Legislative Blitz

·         Helped distil message platform and briefed Members of Congress
in support of public and privatized human spaceflight in anticipation of 2010 budget/strategy hearings

2009                 BMS Oncology

·         Produced annual audit and ad hoc performance analysis of patient and HCP online programs
for physician administered chemotherapy drugs Ixempra and Erbitux

·         Yielded first BMS comprehensive segmented view of click path ‘conversion funnel’
from consumer contact via online advertising/search through to onsite behavior or drop off

·         Consulted to development of Oncology Franchise ‘Analytics Roadmap’ template
including scalable approaches to performance metric measurement and behavioral use analysis

2009                 CBI Marketing Analytics Conference

·         Presented on “Qualitative Analytics” for interactive marketing focusing on
contextualizing ‘hard ROI’ performance metrics within communications and behavioral objectives
and identifying opportunities for ‘soft ROI’ through profiling, segmentation, and behavioral insight

2008                 Spaceport America – Virgin Galactic

·         Developed POVs on harnessing website and social media driven eRM
to solicit user content and acquire/segment/retain ‘space tourism’ audiences
in support of 5-10 year roll out vision of privatized spaceflight infrastructure

2006 – 2007      GSK HCP-RM and Tablet PC Detailing

·         Developed “Business Case” (Strategy, ROI Model, 5 Year Plan)to secure executive support for planning and financial commitments for phased roll out

·         Planned and conducted 2:1 interviews with all relevant executive and senior stakeholders
to solicit vision input and secure individualized ‘buy in’ and concessions for the initiative

·         Planned and facilitated workshops with all US corporate verticals at all campuses
to solicit ideation and requirements while building awareness and support for the initiative

·         Worked with executive leadership to structure two tiers of interdisciplinary governancefor executive oversight and day-to-day administration of the initiative

·         Held fixed seat as external strategic council on ‘day-to-day’ administrative steering committee

·         Developed templates for preliminary aggregate and individualized HCP data portraits
in collaboration with customer analytics group to guide data modeling and learning plan development

·         Integrated Tablet PC Detailing planning into ongoing HCP-RM strategic planning and roll out

2005 – 2006      Gardasil

·         Led interactive agency strategy for integrated global launch planning and roll out of all
interactive disease education and product marketing initiatives for HCP, Patient, and Public Affairs

·         Represented interactive channel strategy for all brand team and interagency planning

·         Represented interactive channel strategy for FBG SWOT product launch planning

·         Integrated online learning plan and data capture with ongoing offline market tracker research

·         Influenced offline campaign development through online strategic/creative synergies identified

·         Evolved global messaged platform and competitive strategy through online analytical insight

2005 – 2006      Other Merck Initiatives

·         Consulted on revisions of enterprise template policy for HCP and Patient websites

·         Consulted on HCP portal upgrade planning for functionality and tactical revisions

·         Consulted on development of templates and style guides for international business units to enable independent autonomous implementation of US vaccine interactive strategy/tactics

·         Consulted to ideation for promotional planning on various prescription pharmaceutical brands

2004                 Dentyne

·         Developed online communications plan including implementation plan for “Live It Loud” promotion
utilizing ‘on pack’ call-to-action for online music downloads to drive first eRM consumer acquisition

2003 – 2004      Acuvue

·         Planned, administered, and analyzed annual media plans and specialized promotions for Advance and Colours brands designed to acquire and segment consumers for eRM e-mail re-contact conversion and retention as a prerequisite for ‘free trial’ drive to HCP for ‘branded request’

·         Planned and administered J&J’s first structured sampling of a prescription medical device by compensating HCP visit and providing product to social media influencers in return for participation in an incentivised program to measurably drive ‘branded request’ by peers

·         Planned, administered, and analyzed cross-channel ‘test and learn’ MTV VMA promotion that compared response, acquisition, conversion, and data capture based on alternate promotional offers and calls to action from DRTV, in office materials, print, radio, online advertising, sponsored content, SEO/SEM, and website promotion driving to microsite, 1-800 number, and IM response channels
in order to inform corporate best practice guidelines for future integrated cross-channel promotions

2003 – 2004      Imodium, Reach, and Tylenol

·         Planned, administered, and analyzed numerous online media campaigns that included specialized promotional offers, eRM data capture, and measurably drove purchase with eCoupons

1999 – 2002      RJR: Doral

·         Planned, launched, and analyzed first website and eRM program for MSA regulated cigarette

·         Integrated website ‘log in’ and data capture with 9MM+ offline consumer RM database

·         Utilized integrated consumer data to enable customized online experience that targeted imagery, messaging, and promotional offers to past purchase and promotional participation behaviors

·         Supplemented offline direct mail strategy with online dynamic publishing of the brand’s RM lifestyle magazine content including expanded opportunities for user submitted content

·         Quadrupled consumer contact touch points through ongoing segmented e-mail communication

·         Developed multi-stage and time-based promotional and advertising onsite activities to measurably track exposure to message platform through ‘gated exposure’ and ‘drop off’

·         Utilized sound and video for the first time in 30+ years in tobacco advertising to provide webcasts of RM concert events and guided tour of product manufacturing from field to store

·         Evolved ‘call center’ support to incorporate input from e-mail and social participation on website

1999 – 2000      Beck’s Beer

·         Repositioned website and online advertising and introduced first eRM acquisition and re-contact

1998 – 1999      March of Dimes

·         Planned, launched , and analyzed first website and eRM program for NJ organization including acquisition/retention, eDonations, and viral distribution of event content/photos/videos by participants

1998 – 1999      Aeropostale

·         Planned, launched, and analyzed first consumer website and online advertising

1997 – 1999      Macromedia: Bergen Record, North Jersey Newspapers, etc.

·         Strategic counsel to owner and board of NJ’s largest privately held news conglomerate
guiding interactive evolution of 2 daily and 23 weekly newspapers

·         Developed online communities, event webcasts, and promotions to engage readers

·         Initiated user-developed content strategies  to evolve offline publishing model

·         Oversaw online integration of offline advertising profit centers into interactive display ad model,
user-submitted classified advertising, real time MLS real-estate and automotive dealership inventory

·         Led planning/implementation of dynamic publishing technologies for commercial printing clients