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JOHN                          Digital Research Executive with over 15 years in new media and Internet strategic
                              research. Extensive experience and knowledge of the online advertising and multi-

SOLLECITO                     platform digital communities. Proven innovator and a natural ability to keep pace with
                              change and large organization culture. A respected leader with experience in all
DIGITAL MEDIA                 phases of personnel management including recruiting, hiring, mentoring and skill
PIONEER &                     development.
                              The Associated Press, Head of Consumer Insights & Analytics, New York, NY

Address                       August 2010 - Present
43 Twixt Hills Road           Responsible for shaping digital business strategies and drive innovation at The
St. James, NY 11780           Associated Press, the world’s largest news-gathering organization. Align content and
                              product development with consumer demand and identify new digital revenue
Cell                          opportunities and audience growth for the AP. Specific responsibilities include, but are
(631) 413-0313                not limited to:
Home                          o   Partner with key internal stakeholders across the organization (including
(631) 724-5028                    technology, editorial, legal and product) to create the strategic approach and a
Email                             framework that provides ongoing comprehensive and meaningful reporting of            customer data and information on usage of news content across formats (text,
                                  images, audio, mobile and video).

Industry Affiliations         o   Lead the analysis and understanding of all digital audience and content
                                  consumption measurement, web analytics and accountability ROI from a variety of
o Voting Member, MRC
                                  internal sources and external vendors.
  Internet Committee
o Voting Member, WAA          o   Increase the visibility of digital and offline research intelligence and its usage within
  (Web Analytics                  the AP to develop actionable recommendations; particular focus is on better
  Association)                    understanding the end consumer of news content online and on new devices.

o Member, OPA                 o   Foster relationships and participation in key industry committees and events that
                                  relate to online and offline measurement of content consumption (web analytics,
o Member, comScore
  Advisory Board (including       content aggregation), traffic-driving efforts (SEO, SEM, marketing), social media
  Video and Mobile)               (blogging, widgets) and related areas.

o Quoted public advocate      Viacom – MTV Networks, VP Digital Media Research, New York, NY
  for innovation in digital
                              2006 - May 2010
  media measurement
                              Led a team of 30 digital research professionals focusing on digital ad sales and
                              strategic planning across the MTV Network brands within this Global Entertainment
                              Media Company of more than $14B in yearly sales. Built the digital research group from
                              the ground up attracting the most proficient digital strategists in the industry. Digital
                              brands include: MTV, ComedyCentral, Nickelodeon, Gametrailers, VH1, Spike, and
                              Neopets. Managed a multi-million dollar research budget to make certain internal and
                              external client objectives were met. Presented research findings and strategies to high
                              level clients both internally and externally. Was the face for Digital Intelligence across
                              MTV Networks and represented the company with regard to relevant speaking
                              engagements, press releases, and industry publications. Some projects under

                              leadership included:

                              o   Project Activation: In-home ethnographies, online survey, and activation labs

JOHN                              conducted to understand the range of MTVN site users’ relationships to Internet
                                  advertising in the natural setting in which Web interaction takes place.

SOLLECITO                     o   Project Inform: Online survey designed to gauge the impact of three online video
                                  ad packages on core brand metrics like unaided and aided awareness, online ad
DIGITAL MEDIA                     awareness and purchase intent. Additionally, the survey was designed to garner
PIONEER &                         insights on consumers’ perceptions of their overall video experiences with the
INNOVATOR                         various ad packages.

                              o   My Voice: Online community/panel of up to 15,000 MTVN digital fans segmented
                                  by Moms, Teens and Guys. My Voice serves as an online hub where fans can
                                  share their opinions and attitudes through surveys and moderated online
Address                           discussions. This platform serves as an open line of communication with our fans to
43 Twixt Hills Road               help MTVN and our partners connect with online advertising and media in more
St. James, NY 11780               meaningful ways.

                              o   Project RASCAL: Led the vision, strategy, and implementation of a fully automated
Cell                              digital research portal called RASCAL (Research Analytic System and Competitive
(631) 413-0313                    Analysis Library). Utilizing an extensive in-house data warehouse along with a
Home                              user-friendly front end, RASCAL is now the one-stop-shop analytics platform
(631) 724-5028                    integrating a multitude of syndicated and internal data sources for the purpose of
Email                             holistic intelligence across the entire MTV Networks digital portfolio.
                              Viacom – MTVN Music Group, Sr. Director Online Research, New York, NY

                              1999 - 2006
Industry Affiliations
                              Was responsible for the development and execution of research projects related to MTV
o Voting Member, MRC
                              Networks Digital Music Group. Practices included Focus Groups, Nth Visitor Online
  Internet Committee
                              Surveys, Questionnaire Design, 3rd Party Syndicated Sources, Internal Web Tracking
o Voting Member, WAA          and Usability Testing.
  (Web Analytics
  Association)                Accomplishments:

o Member, OPA                 o   Tested the feasibility of offering commerce opportunities on,, and
o Member, comScore
  Advisory Board (including   o   Gathered industry information to assess venture into a subscription based online
  Video and Mobile)               music service. Conducted focus groups and usability testing around service
o Quoted public advocate          prototype.
  for innovation in digital
                              o   Developed new guidelines for the MTVN Digital Music Group online ad sales group.
  media measurement               Explored and presented new and innovative advertising opportunities around the
                                  Digital Music Group brands.

                              o   Presented and distributed research in a creative manner that spoke directly to the
                                  ‘out of the box’ thinking of both on air and online program producers. Designed,
                                  developed, and implemented a digital research portal that provided efficient
                                  distribution of strategic analysis across the global MTV Networks community.

                              Jupiter Media Metrix - Account Manager, Custom Research, New York, NY

                              1996 - 1999
                              Was responsible for all aspects of the Custom Research function at this World Wide
                              Web and online audience measurement company, including sales, product
                              development, contract upgrades and client relationships. Acted as a consultant to
                              advertising, media, financial and technology clients identifying trends and growth
JOHN                          opportunities within the World Wide Web and commercial online arenas. Developed
                              and sold custom research projects in order to extend the Media Metrix product line.
SOLLECITO                     Worked closely with clients in designing custom panels and databases utilizing the
                              meter technology to track key interactive information meeting their requirements.
DIGITAL MEDIA                 Extensive experience delivering client presentations and providing training for Media
PIONEER &                     Metrix’ proprietary data delivery system. Clients included high profile global brands
INNOVATOR                     within the entertainment, financial, automotive, and digital media industries.

                              The NPD Group - Project Director, Port Washington, NY

                              1995 - 1996
Address                       Developed and managed a custom segment for Levi Strauss & Company within the Soft
43 Twixt Hills Road           Goods Apparel division of this world recognized marketing research firm.
St. James, NY 11780           Responsibilities included database development, analyzing point of sale data and
                              preparing monthly, quarterly, and year-end management reports. Attended trade
Cell                          shows, recognized trends and growth opportunities and wrote executive summaries.
                              Managed four data processing individuals, including training, employee development
(631) 413-0313
                              and discipline.
(631) 724-5028                PIMS New York - Media Analyst, New York, NY
Email                         1991 - 1995

Industry Affiliations         Hofstra University, Hempstead NY — BBA Marketing, 1991
o Voting Member, MRC
  Internet Committee
o Voting Member, WAA          Strong strategic analytics, consumer insights, team building and leadership, research
  (Web Analytics              product development, and motivated around research innovation. Accomplished public
  Association)                speaker and presenter. Industry evangelist and respected digital strategy professional.
o Member, OPA                 Extensive knowledge of new media technology and digital products. Advanced
                              computer skills including Internet, MS Word, Excel and PowerPoint, as well as various
o Member, comScore
                              other commercially available and proprietary applications. Above average Web
  Advisory Board (including
                              development and data visualization skills.
  Video and Mobile)
o Quoted public advocate
  for innovation in digital   Referrals
  media measurement           Furnished upon request.


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