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Senior Vice President Digital Marketing in NYC NY Resume Nathaniel Halsey

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Senior Vice President Digital Marketing in NYC NY Resume Nathaniel Halsey Powered By Docstoc
					                                          NATHANIEL HUGH HALSEY
                               New York, NY 10001 917 238 9210 natehalsey@gmail.com
OVERVIEW
High energy, results-driven digital marketer and business manager with 10+ years combined experience in financial services
and e-commerce. Proven track record in business strategy development and execution, online, and direct marketing campaign
management and new product development. Demonstrated ability leading high performance teams and managing multiple
projects while exceeding program goals both in Fortune 100 and small business environments. Expertise in paid search
advertising, web analytics, partnerships, payment products, loyalty programs and financial reporting and analysis.

EXPERIENCE

HOOKLOGIC — New York, NY                                                                                         2010—2012
E-commerce media solutions for retailers and marketers
Director, Media Programs
Managed cross-functional team of 10 to grow Expedia’s $12 million paid search online advertising program for hotel
advertisers. Consulted with business and sales teams to drive innovation and program growth of 27% per annum. Developed
and maintained product roadmap while monitoring product performance with daily scorecard.
    Led program’s international expansion adding 3 new points-of-sale and 530 new markets worth a combined $1.3 million
    in program spend per annum. Established business rules for international markets, researched and implemented payment
    processor for multi-currency payments for foreign advertisers, and updated program user interface and email
    communications for multi-language and multi-currency capabilities. Supervised QA testing for all features.
    Launched program’s first mobile desktop test with third-party vendor. Solved for ability to track campaign metrics.
    Directed strategic initiative to reduce advertiser attrition. Overhauled email communication series, designed online
    attrition tracking tool and built segmentation model reducing attrition 35% and adding $1.85 million in program spend.
    Liaised with engineering team to develop new product features worth a combined $1.2 million per annum. Drafted
    scope documents, developed business requirements, and updated user interface design.
    Coordinated multivariate creative testing to drive 35% increase in click-thru rates, resulting in 20% annual revenue
    growth. Partnered with Expedia’s design and development team to ensure seamless execution.

INTERNATIONAL HUMAN RESOURCES DEVELOPMENT CORP. — Boston, MA                                                    2009—2010
Global provider of training services for the oil and gas industry
Marketing and New Business Strategy Consultant
Led marketing strategy and new business development for a $12 million international training services company. Directed
team of four to create a new $1 million business unit to bring renewable energy to rural communities in emerging markets.
    Developed integrated marketing plans. Redesigned website for search engine optimization, executed acquisition email
    campaigns, incorporated social media channels, and adopted campaign tracking procedures.
    Researched and surveyed customers to build 8,000+ member community website to improve engagement and loyalty.

NEXT JUMP — New York, NY                                                                                        2007—2009
Internet-based rewards and loyalty programs for corporations, affinity groups and institutions worldwide
Director, Direct Marketing Services
Directed digital marketing campaigns and led business development initiatives to drive online sales and rewards for Fortune
500 clients across closed-loop Web 2.0 portal of 25 million eligible users. Interfaced with product engineers and clients to
introduce new web analytical tools designed to maximize traffic and increase conversions for merchant partners.
     Managed four-member team of web developers to launch new automated system for merchants to post online offers.
     Designed content and messaging, audited functionality and established pricing for a $16 million revenue opportunity.
     Collaborated with email and marketing heads to maximize client exposure, yielding a 100% increase in impressions and
     driving a 67% increase in conversion rates.
     Managed online merchant accounts for strategic clients including identifying upsell opportunities as well as forecasting
     and tracking all contractual obligations for site placement, email communications and seasonal promotions.

CITIGROUP — New York, NY                                                                                           2002—2007
Vice President, Citi Cards/ Planning Analysis & Financial Reporting, 2006-2007
Managed a three-member team to develop weekly reports, trend analyses and annual forecasts for five business units with
combined revenue of $7 billion and $60 billion in sales.
    Analyzed and presented monthly financial results of $2 billion / 26 million account credit card portfolio to senior leaders.
    Leveraged new technology platform to consolidate portfolios and streamline reporting and forecasting processes.
Vice President, Citi Cards/ Product Manager Rewards Marketing, 2005-2006
Developed marketing plans for 7.7 million account portfolio, optimized $3 million budget for acquisition, balance growth
and retention units, negotiated relationships with internal linkages to ensure program prioritization and consistent execution.
    Developed pre- and post-customer communication strategies for new product launch. Collaborated with internal and
    external agencies to design direct mail pieces.
    Led an eight-member cross-functional task force on a strategic initiative to educate and train 4,000 sales associates on
    key messages of rewards and recognition program. Project successfully completed two months early and 12% under
    budget.

Global Management Associate- Singapore
Product Manager, 2003-2004
Developed marketing plans, contact strategies and balance growth initiatives for Singapore cards base while successfully
managing an annual budget of US$400 thousand. Increased sales 146% from previous year.
    Introduced a web-based marketing channel and leveraged a customer segmentation model to drive average net receivable
    growth yielding sales of US$7 million. Successful implementation included UAT testing.
    Developed and tested inbound telemarketing channel to increase response rates and sales. Presented report to Country
    Business Manager (CBM) highlighting potential revenue gain of US$380 thousand per annum.

Financial Controls, 2002-2003
Led research and developed financial models for Chief Financial Officer.
    Researched and analyzed fee structure of Global Consumer Bank (GCB) Singapore’s products and services for senior
    management. Presented report to CBM with recommendations identifying fee revenue opportunities worth a combined
    US$2 million per annum.
    Developed a financial forecasting model to enhance accuracy and efficiency of revenue and expense forecasting for GCB
    banking and cards business.

MERCK & COMPANY — Whitehouse Station, NJ                                                                                 2001
Market Research Analyst

BUREAU OF LABOR STATISTICS — Washington, D.C.                                                                     1999—2000
Economist GS-11, Division of Foreign Labor Statistics

UNITED STATES PEACE CORPS — Senegal, West Africa                                                                  1996—1998
Small Business Development, Microcredit Specialist

EDUCATION
NEW YORK UNIVERSITY — New York, NY
Leonard N. Stern School of Business                                                                                       2002
M.B.A., Finance and Management
   Member Dean Search Committee
   Graduate Admissions Assistant

BOSTON UNIVERSITY — Boston, MA                                                                                            1995
M.A., Economics
   Omicron Delta Epsilon Economics Honor Society

BOSTON UNIVERSITY — Boston, MA                                                                                            1994
B.A., Math and Economics, cum laude
    Golden Key National Honor Society
    Scholarship athlete cross country and track

ADDITIONAL
Software Proficiency: Microsoft Office | Salesforce.com | Hyperion | Essbase
Certifications: Social Media Marketing, Advanced Solar Design and Installation
Languages: Proficient in French and Wolof (native language)
Interests: Marathons, Travel (visited 50+ countries)

				
DOCUMENT INFO
Description: Nathaniel Halsey is a high energy, results-driven digital marketer and business manager with 10 years combined experience in financial services and e-commerce. He has a proven track record in business strategy development and execution, online, and direct marketing campaign management and new product development. Nathaniel has demonstrated ability leading high performance teams and managing multiple projects while exceeding program goals both in Fortune 100 and small business environments.