3 8 0 1 S O U T H O C E A N D R I V E P E N T H O U S E 1 6 -Y • H O L LY W O O D , F L O R I D A 3 3 0 1 9
CELL: 305 - 606 - 2126 • ARRASRUBIO@YAHOO.COM
RAMÓN ARRAS-RUBIO
EXPERIENCE:
VP, Senior Interactive Strategist 6/2009 – Present
Marketlinkx Direct Ft Lauderdale, Fl
Direct Report to CEO
Build and drive the interactive acquisition group to complement existing call center acquisition model.
Maintain the position of “thought leader” related to lead acquisition and conversion best practices in other
industries and leverage appropriately.
Oversee strategic direction, creative development, campaign execution, performance assessment and
optimization across online lead generation, display media, search engine marketing, Web site marketing,
and database marketing/CRM.
Develop, test and execute on innovative strategies and tactics to outperform existing call center campaigns
and outbound telemarketing programs. Maintain strong external view of acquisition best practices.
Responsible for leading the effective communication of the benefits of social communities to all levels of
management and lead acquisition clients. Leverage experience in social media to increase the size of
online audience and bi-directional participation (audience and company) through the creation of engaging
web content, audience interactions and applications.
Spearhead the testing, analysis and refinement of online and offline marketing campaigns in order to
maximize the effectiveness of inquiries and conversion. Help build a culture of plan, test, measure, and
expand.
Director, Interactive Marketing 3/2008 – 6/2009
Kaplan University On line Ft Lauderdale, Fl
Direct Report to VP of Marketing and Online Acquisition
Developed and expanded in house interactive lead generation capabilities to complement existing affiliate
lead generation programs.
Managed all aspects of Display/Banner advertising, Ad Networks and Cost-per-Click (CPC) efforts. Manage
annual acquisition budget of $6.0 million. Performance measurements: Acquisition of fully qualified EDU
leads annually with conversion rate in excess 4.5%.
Administered and managed SEM platform and daily/monthly performance reporting. Manage all aspects of
E-Mail (ESP) marketing and re-marketing efforts with monthly delivery of 25 million emails. Administered and
managed ESP platform and daily/monthly performance reporting.
Managed the development all creative assets specifically intended for lead generation programs. Digital
assets included IAB ad units (static, flash, and video) for trafficking across vendor ad networks and non-
standard ad units used for social media properties. Responsible for final approval of all email creative and
landing pages designed for lead generation programs.
Worked with internal partners, internet affiliate marketers, lead aggregators, vendors and Kaplan University’s
agencies to insure a consistent, unified marketing message and integrated marketing approach.
Director, Interactive Sales Operations 12/2006 – 3/2008
CBS Interactive Ft Lauderdale, Fl
Direct Report to SVP of Interactive Sales
Maximized monetization of web properties through effective management of inventory and client targeting
and coordination with product and content initiatives. Properties include: cbs.com; cbsnews.com;
cbssports.com; Wallstrip, last.fm and CBS Audience Network. Directly involved in all the trafficking of display
ad units for “March Madness”, “The Master’s”, NFL football and “CBS Fantasy Football”.
System Administrator for DoubleClick (DFP) and Sol bright applications. Managed platform and helped Sales
and Ad Operations efficiently make use of DFP as a tool for improving client service and delivery. This
included helping manage platform issues: troubleshooting HTML, Javascript, 3rd party ad tagging and
creating DFP products, user accounts and sites.
Participated in the development team which deployed the CBS Audience Network video player. Specific role
included the tagging, integration and trafficking of pre roll and mid roll video units with CBS Television
Network content for mass distribution.
Supported Ad operations, Sales, Compliance and Product teams.Ensured that pipeline supported sales
booking forecasts and those sales leads were filtered, organized and incorporated into the salesforce.com
pipeline/funnel management tool. Provided functional “bridge” between sales forecasts and actual revenue
recognized as campaign flights were trafficked through DFP.
Reported and extracted data related to performance metrics of sales management, account executives and
sales support staff for tracking progress of specific plans and programs already in-place (e.g. Named
accounts, account planning, sales pipeline and forecasts).
Director, Marketing Strategy and Services – Interactive Marketing Strategist 2/2005 – 12/2006
BGT Partners Miami, Florida
Direct Report to Managing Partner
Led the development of comprehensive interactive marketing strategies for Fortune 1000 companies
seeking to formulate and expand interactive channels and increase revenue streams. Worked directly with
clients to implement new tactical programs to improve conversions from interactive channel and increase
ROI.
Developed and implemented interactive marketing plans incorporating multiple platforms for optimal online
visibility and conversion. Solutions included contextual advertising, remnant/non premium inventory
strategies, behavioral targeting and geographic segmentation.
Established metrics baselines and implemented standard set of reporting metrics for ongoing measurement
and management of campaign performance in terms of site visits, “click through” rates, conversion rates and
third party referrals. Led implementation of Omniture Site Catalyst for ADT and Florida Power and Light
engagements.
Senior Manager - Avaya Interactive - Americas Region 10/2000 - 2/2005
Avaya, Inc Miami, Florida
Direct Report to Director of Avaya.com Web Team
Led the development of all tactical programs targeted at increasing lead generation, customer retention,
increased lifetime value of customer base and revenue growth.
Client Side Point of Contact for R/GA, Razorfish, and BGT Partners vendor relationships. Managed all
aspects of Avaya.com, v2 and v3 site redesign projects. Redesign scope covered 34 external facing
properties globally. Project included visual redesign, information architecture (Homepage through Tier 3),
content refresh and deployment of “Premium Content” sections for preferred customers.
Led the development of international web strategy and associated web properties in support of the Avaya-
FIFA partnership for the 2002 Men’s FIFA World Cup tournament in Seoul, South Korea.
Served as point of contact and maintained constant interaction with groups directly involved in site
production (i.e. Project Management, Editorial, Design & Photo, Tech Production, Information Architecture,
Marketing Communications, Sales, Channel Sales, Analyst Relations, IT and Corporate Security).
Oversaw day-to-day production needs, resource allocations, tracking production expenses, RFP
development and Statements of Work (SOW) for all consulting and agency engagements.
Led the team that developed DCR templates for “Avaya Enterprise Portal” built on BEA platform. Led
editorial team tasked with developing and maintaining web content supporting US, Canada and CALA
business units. Managed daily operation of online content publishing requests for centralized web publishing
team. Utilized “Task Manager” tool to review, approve, prioritize and track over 500 publishing requests per
week.
Senior Business Analyst 5/1995 - 7/2001
Perot Systems – Public Sector & Defense Services Fairfax, Virginia
Responsible for leading a team of up to 10 business process consultants in order to optimize and billable
hours and effectively manage the on time production of all project deliverables.
Team supported the process/functional areas of Materials Management, Product Data Management, HR,
Finance and Invoicing for the implementation of ERP software packages throughout Latin America. Specific
expertise: “SAP”, “PeopleSoft”, and Oracle deployments. Responsible for supporting employee work efforts,
providing guidance, conducting performance reviews, functional requirements analysis, business process
analysis, and project management.
Project Manager 5/1991 - 8/1993
Booz, Allen Hamilton Fairfax, Virginia
Managed Technology Data Warehouse and/or Business Intelligence projects for consulting engagements
within Dept of Defense, Dept of Housing and Urban Development, Dept of Justice and Internal Revenue
Service. Managed several complex projects concurrently or large projects with multiple cross-functional work
teams. Documented issues, alternatives, and recommendations in an effective manner suitable for executive
reporting and client status reporting. Managed scope, budget, risk and schedule for project teams and
deliverables.
Education Columbia University – NYC, NY 12/2012
Master of Science
Information and Knowledge Strategy
University of North Carolina - Chapel Hill 6/1995
Master’s in Business Administration
Concentration/Major: Marketing
George Mason University - Fairfax, VA 1/1993
Master’s in Data Communications/Distributed Systems
University of Massachusetts - Amherst, MA 6/1991
Bachelor’s Liberal Arts – Magna Cum Laude
Concentration/Major: American Political Economy
Additional Studies: Duke University North Carolina - Institute for Latin American Studies; Instituto de
Estudios Superiores de Administracion, Caracas, Venezuela; University of Oxford, United Kingdom
Affiliations: Web Analytics Association - Research Committee; National Society of Hispanic MBAs;
UNC General Alumni Association - Committee on Racial and Ethnic Diversity
Awards: Consortium for Graduate Study of Management Fellowship; Kenan Institute for Private
Enterprise International Fellowship (Thailand)
Languages: Native in English ~ Fluent in Spanish ~ Conversational Knowledge of French
References Available Upon Request