Kevin Shea (Resume)

Marketing | Digital Expertise | Analytics | Strategy | Operations | Brand Development

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Local to Northern/Central New Jersey and NYC

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EXPERIENCE SUMMARY – Senior Marketer or Business Operations for Growth-Stage Companies

An innovative, cross-functional marketing leader with a track record of planning and delivering exceptional products and positive returns. Results-driven, creative, analytical marketer with 15+ years’ experience developing, managing and measuring marketing programs.

SPECIALTIES

  • Product Development and Messaging
  • Expertise Using Various Digital Medium
  • Cross-Functional Team Building and Leadership
  • Experience in both B2B and B2C Marketing
  • Highly Analytical in Planning and Execution
  • Strong Customer Facing User Experience

PROFESSIONAL EXPERIENCE


July 2011 - April 2013

VP, Online
The Receivables Exchange
New York, NY


Challenges: (1) Rapidly and significantly improve online B2B, lead generation marketing programs across various medium, including - paid search, display, content, retargeting, organic search and social media (2) Implement closed loop analytics & reporting (3) Drive strategic direction for all online properties, digital marketing operations & logistics (4) Identify market opportunity gaps and produce messaging, creative and a conversion funnel to acquire qualified sales opportunities.

Accomplishments:

  • Reduced overall online cost of acquisition by 80%+, consistently exceeded monthly/quarterly/yearly forecasts
  • Exposed our market opportunity, produced creative, messaging and style to target that market, which was used across all medium online and offline
  • Developed closed loop analytics for all online channels by better integrating our digital assets, marketing automation and CRM: achieved 95% system-driven attribution
  • Established a formidable online marketing team, each contributed directly to the sales funnel
  • Launched a multi-channel social media acquisition strategy: content partnerships, content direction, social distribution and demand-driven messaging
  • Exceeded full year 2012 online channel sales forecasts within 7 months
  • Lead the development of a web-based and mobilized, modern prototype of the trading platform

Dec 2009 - Present

Online Marketing Consultant
Kevin Shea Consulting
NY/NJ


Client: SpartaSystems, Inc. (software: pharma, medical)

Challenge: Client required improved operations in online marketing, including digital performance reporting to provide quantitative and qualitative visibility into lead generation sources, digital agency vendor management (U.S. and EU) and digital creative conversion optimization. Client had an extremely limited budget for software/resources, zero in-house technical capabilities, a custom CRM solution and several external ad agencies to manage.

Response:

  • Analysis of digital marketing effectiveness and competitive analysis which lead the company to establish online marketing as a dedicated operation, assign appropriate budgets and hire necessary talent
  • Developed closed-loop reporting for all inbound online sources by integrating the website, web analytics, traffic sources, marketing automation systems and a custom CRM
  • Managed the company’s external digital agencies and various online operations, including: talent acquisition; blog, social and wiki strategy; advised PR agency on effective use of social media; created CPA forecasting models

  • Client: Zingby.com (Social Media: consumer, B2B, professional development)

    Challenge: Client was interested in developing a niche online social product for business professionals in China and required market analysis, investor documentaion and viability recommendations.

    Response: Developed initial business model, financial forecasts, competitive analysis, go to market strategy and business plan. Recommended soft market test in order to validate assumptions in the business model.


    Client: Entertainment personality developing personal and other brands (Entertainment, consumer, social)

    Social Media Strategy Development: Brand Reputation Management, Corporate Social Media - setup and operating recommendations, cost benefit analysis, measuring returns and ROI


Dec 2008 - Jan 2010

Director of Online Marketing
Intralinks
New York, NY


Challenge: Increase awareness of IntraLinks new messaging, establish closed loop web marketing reporting and significantly increase lead conversions, with a limited budget for this established pre-IPO company.

Accomplishments:

  • Developed a highly effective social media content, message distribution and engagement platform which diversified our brand messaging channels, increased quality web visits and lead conversions 
  • Proposed, planned and lead the development of a completely revamped corporate website: Developed business requirements and product specification documentation while managing the project from inception to launch; Hardware platform, operating software and CMS were also upgraded in the process; Introduced the idea of a solutions focused message and navigation system; Website was entirely rewritten, restructured, redesigned and launched within 6 months
  • Directly managed all web marketing efforts and significantly increased quality lead conversions from all sources, including: organic search, paid search, social media marketing
  • Proposed, planned and launched the company’s first blog platform and related editorial operations: software platform selection, editorial guidelines and documentation, scheduling, social media integration and search engine optimization
  • Introduced new executive level online metrics and analytics reporting operations and documentation
  • IntraLinks executed a successful IPO in August 2010

Nov 2004 - Dec 2008
Accoona Inc.

General Manager
Twing - Discussion Search
Jersey City, NJ, U.S.

VP Business Development Accoona China
Shanghai, China

Director Marketing Analytics Accoona
Jersey City, NJ


GM - Twing (11/06 - 12/08):

Challenge: Stimulate the parent company's stagnant growth by planning and executing an innovative and competitive search product capable of achieving substantial end-user adoption and reasonable monetary valuation.

  • Played a primary role developing the vision of Twing, including the creation of business plans, supporting financial forecasts and product specifications.
  • Within 10 months of launch, the Twing product became an authoritative community search engine and discovery tool.
  • Ongoing responsibility for leading strategy, marketing, business development, operations and P&L management for operations in the U.S. and Shanghai, China
  • Hands-on budgeting, planning and deploying multi-million dollar online marketing campaigns using paid search, content targeting, display, social networking, email and word-of-mouth.
  • Fully engaged in the day-to-day operations as an adviser and decision maker at the product development level.
  • Responsible for the activities of more than 50 employees in the U.S. and China.

VP Business Development - Accoona China (6/07 - 11/08)

Primary Challenge: Manage the company's strategic relationships and business operations in Shanghai, China.

Secondary Challenge: Lead the development of a professional online social product that leveraged the company's existing data assets and technical resources.

  • Managed operations for the company's Chinese Search Engine and Social Networking divisions located in Shanghai, China
  • Responsible for building and maintaining relationships, developing financial forecasts, hiring and personnel management of 15 employees
  • Developed products and relationships that increased market share and grew revenue within China
  • Legal corporate entity development and maintenance of the company's wholly foreign owned enterprise (WFOE)

Director Marketing & Analytics - Accoona (11/04 - 11/06):

Initial Challenge: Establish web analytics reporting operations for marketing, product and executive teams across multiple websites in 7 languages.

Secondary Challenge: Act as De facto Product Manager of a consumer facing web search engine by developing and documenting the product's business and functional requirements. This included back-end architecture, front-end usability and marketing distribution tools.

  • Managed a multilingual team of analysts that established an metrics tracking and reporting system for multiple products requiring the analysis of non-standard conversion KPIs
  • Deployed several analytical software packages across different websites, including Urchin (now Google Analytics), Coremetrics and custom solutions
  • Provided actionable analytic details to product and marketing teams
  • Acting Senior Product Manager for the U.S. and 7 international versions of the search product (2006) – Accoona Search was named as one of Time's "50 Best Websites in 2006"
  • Played a primary role in the sale of Accoona's U.S. and Chinese search assets in November 2008

February 2001 - November 2004
Consultant - Business Strategies
NJ & NY
PRINCIPAL


Business Strategies Consultant

  • Vendor relationship management
  • Online marketing forecasting and planning, media buying
  • Software bundling and distribution
  • Project management
  • Extensive search engine optimization and marketing: natural paid search
  • Launched several small businesses in the food, recreation and entertainment industries

June 1999 - February 2001
Afternic.com
New York, NY
DIRECTOR OF OPERATIONS


Challenge: Rapidly build and ramp up this business concept into a revenue generating consumer-to-consumer transactional domain exchange and community.

  • Operations Management: developed departmental requirements and goals in marketing, ad sales, customer service, business development and product development; hired and supervised managers in each department; managed day-to-day operations; lead daily/weekly team building meetings
  • Business Development: negotiated and managed business partnerships and contracts (example); developed strategic partnership programs including content distribution, affiliate and advertising; managed the development of partnership development programs from initial creation through completion
  • Marketing: directly managed internet media buying and planning operations (CPM/CPC/CPA/PFP/email/affiliate); analyzed direct marketing data for planning purposes; search engine optimization and placement (SEO); coordinated creative development

    A key decision maker in the development and design of the web property, strategies and business model from inception

    Company was founded in 1999 and acquired by Register.com in September 2000

July 1998 - June 1999
Theglobe.com
New York, NY
PRODUCT AND PROJECT MANAGER



Product Integration Manager (2/99 - 6/99)

  • Identified and prioritized all major production initiatives in Sales, Business Development and Marketing
  • Worked closely with business units in the development of their products, assigned resources and integrated them into the production schedule
  • Analyzed and reported site metrics to the heads of all major departments

Project Manager (7/98 - 2/99)

  • Project management of business development (2), sales and marketing projects
  • Direct supervision of creative and technical development team
  • Involved in the early-stage development of Marketing, Business Development and Ad Sales Products. Products included were direct response promotions, content syndication, affiliate, sweepstakes, advertising creative, marketing content, and live events
  • Company successfully went public (IPO) in November, 1998

February 1997 - July 1998
Planet Access Networks
Stanhope, NJ
DIRECTOR OF WEB DEVELOPMENT/ONLINE MARKETING
Reported to: President

  • Project and account management of web development and promotion initiatives for companies ranging from startup to Fortune 500; managed up to 30 projects simultaneously
  • Clients included ABN AMRO, Lockheed Martin, Novartis, Avis, Harry’s Shoes, Solgar Vitamins, Neustar, Crum & Forster
  • Developed project timelines, budgets and reporting from proposal to completion; post-completion account management; developed and reported monthly/quarterly revenue projections
  • Developed and negotiated new business proposals with existing and new clients
  • Advised clients on integrating internet based marketing with traditional marketing strategies
  • Company was successfully acquired by a publicly traded company in 1998

September 1996 - February 1997
Bigfoot Partners
New York, NY
MARKETING MANAGER
Reported to: VP Marketing

  • Lead in the development of email-based affiliate marketing programs
  • Implemented a successful competitive intelligence analysis system
  • Managed accounts payable and acquired workspace as needed for company growth

August 1994 - February 1997
Telecom Research Services
Livingston, NJ
PRINCIPAL CONSULTANT

  • Developed conferences addressing competitive telecommunications issues; created direct and internet-based marketing materials; negotiated venue relationships; recruited executive level speakers; managed events from concept through completion
  • Consulted with leading telecommunications companies on specific competitive industry issues, including Number Portability and the Internet
  • Trained individuals and the personnel of small to large companies on using the internet as a commercial and research tool
  • Conducted competitive intelligence and market analysis regarding market share opportunities and potential barriers for companies entering the internet space
  • Drafted and negotiated numerous business plans and partnership proposals

December 1993 - July 1994
U.S. Attorney's Office/DynCorp Newark, New Jersey
LEGAL TECHNICIAN II
(Contract with Security Clearance)
Reported to: Assistant U.S. Attorney

  • Project Management Worked directly with Assistant U.S. Attorneys on the litigation of Civil Division/Asset Forfeiture matters
  • Conducted legal research, drafted pleadings, assisted in deposition preparation
  • Liaised with the Criminal Division of the U.S. Attorney, DEA, FBI, IRS and other federal/state agencies

February 1993 - December 1993
Herold and Haines, P.A.
Warren, NJ
PARALEGAL

  • Project Management of Commercial and Environmental litigation; digested discovery documents and trial transcripts; discovery organization and maintenance; legal research

December 1988 - January 1993
Domino's Pizza
Absecon and Brigantine, NJ
STORE MANAGER AND REGIONAL MARKETING MANAGER
Reported to: Regional superviser

  • Managed day-to-day operations of busy retail delivery business; supervised staff of 25; responsible for daily, weekly and monthly P/L and inventory reports; personnel schedules, regional print advertising; regional event promotions
TECHNOLOGY EXPERIENCE

Extensive experience across multiple platforms with an emphasis on internet, design and business applications Software Keywords: Google Analytics, Omniture, Coremetrics, drupal, concrete5, Wordpress,Bblogger, Adwords, Adsense, Ektron, MS Office Suite, Word, PowerPoint, Excel, Access, Visio, MS Project, Twitter, Google+, LinkedIn, Facebook, Marketo, Eloqua, Pardot, Salesforce

EDUCATIONAL EXPERIENCE, ACCOMPLISHMENTS AND AFFILIATIONS

Stockton State College, NJ
Marketing Program (1985 - 1989)

National Academy for Paralegal Studies, NY
Paralegal Certification (1993)
Thomas Edison State College, NJ
B.S. Business Administration (Pending)

United States Coast Guard
OUPV "Captain's" License (current)
Emergency First Response Corp
Current CPR & 1st Aid Certification (current)

Advanced Open Water Diver Certification
Chaired Non-profit Fund
Raising Committee 2002/2003