Michael Rice |
Senior Level Marketing Executive
Results driven marketing professional with over 15 years of experience across multiple marketing channels including direct marketing (SEM), online marketing (SEO, CPC, CPA & CPM), social media (Web 2.0), brand development and product positioning. Proven track record across large and small marketing agencies as well as on the client side. Strong leadership skills.
Leader | Strategist | Marketer | Brand Builder | Entrepreneur
‘08 – ’09 Integrated Media Solutions Beverly Hills, CA
Executive Vice President, Digital
Managed an interactive division of a direct response agency. Responsible for managing and growing interactive accounts as well as supporting sales efforts to generate incremental interactive business. Managed multi-million dollar online ad budgets.
Leveraged paid search (SEM), search optimization (SEO), email marketing (CPL & CPA), Social Media (Web 2.0) and display advertising.
Developed a P&L methodology that was leveraged to manage revenue and staff
Worked with Medicare/medical, ecommerce, retail and travel clients
Coordinated/tracked online and offline marketing to determine overall effectiveness of marketing campaigns
‘05 – ‘08 LeadPoint, Inc. (a lead generation company) Los Angeles, CA
Marketing Consultant / Sr. Director of Marketing (head of marketing)
LeadPoint provides an online acquisition exchange for direct response marketers. Write go-to-market plans for online acquisition products. Track the effectiveness of marketing to determine future efforts. Serve as both a high level marketing strategist as well as creative director. Manage all marketing campaigns across, print, online (SEM & SEO), classifieds, event and direct mail. Design & create all collateral including website, sales materials, print ads, online ads, direct mail creative, trade show collateral etc. Develop Brand Strategy for PR efforts.
Recruited CPA partners to drive leads into the exchange.
Optimized CPC Search campaigns resulting in a 34:1 revenue/cost ratio
Optimized website (SEO) generating top 10 listings for all LeadPoint products
Launched new referral program resulting in a 30:1 revenue/cost ratio
Developed and managed a direct mail campaign resulting in a 9:1 revenue/cost ratio
Developed 360 degree marketing strategy, plan and execution
Support US & UK marketing operations
Leveraged tracking technologies (Omniture & proprietary) to manage marketing campaigns
‘05 Bluelayer Solutions Los Angeles, CA
Chief Marketing Officer
Wrote business & marketing plans for startup company. Pitched new business opportunities including potential investors. Designed & created all collateral (logo, website, sales materials).
Developed reseller partnerships
Productized services to enhance sales effectiveness
Developed a strong & cohesive brand strategy
Provided leadership to a young team of technologists
Managed CPC Search campaigns
Managed and optimized website (SEO)
‘98 – ‘04 TargetMarket Interactive (TMi)/Citrus Los Angeles, CA
Built interactive agency from the ground up. Managed P&L of the company including the management of a staff of 40 employees. Delivered print, radio, affiliate, search engine optimization (SEO), paid search (SEM) and direct mail marketing.
Delivered CPA, CPC and CPM media to clients as well as SEM and SEO services
FY ‘99 increased revenue 200%
FY ’00-04 increased revenue 1500% from $2 million to $30 million
Effectively managed agency through the Internet crash of 2000
20% margin increase FY ’03 to ’04 via incremental creative development
Generated an 18:1 ROI for every dollar spend on marketing for major travel brand
Acquired and managed some of the largest online advertisers including:
B2B: BMC Software, Remedy Software, Charter Communications & Stamps.com
Travel: Cendant, Cheap Tickets, Hotels.com, Travelzoo & TravelWeb
Retail: LowerMyBills, Sephora, Spencer Gifts, Vans Shoes, & Virgin Megastores
Entertainment/Media: New York Times, Odyssey Channel & AltaVista
Real Estate: Microsoft HomeAdvisor, eRealty & Viva.com
Financial: LegalZoom, ePolicy & AnnuityScout.com
Direct Response: Guthy-Renker, eBrands & eGadgets
Healthcare: Drugstore.com & WebRX (HealthCentral)
‘96 – ‘98 BoxTop/iXL Los Angeles, CA
Vice President of Marketing
Developed and maintained all client marketing initiatives including over $10 million in advertising campaigns. Managed online marketing for top brands including Pepsico, Newscorp, AT&T, Cheap Tickets and Warner Brothers. Media Buyer and Planner for iXL-LA as well other iXL offices when needed. Over $10 million bought and managed.
FY ’98 increase revenue 200% from $1.5 million to $5 million in direct sales
Created marketing department in FY ‘96
Sold and delivered CPM, CPC and SEO services to clients
‘95 – ‘96 Fox Broadcasting Los Angeles, CA
Director of Marketing
Responsible for creating network Style Guides, new season Launch Kits, Sales Kits, Up-Front Brochures and the distribution of network assets. Managed brand assets and policed use. Managed J. Walter Thompson ad agency for media placement and creative development.
Managed Fox Kids Network websites
Awarded Gold & Silver Promax awards for effective advertising and promotional
Managed $1 million+ print advertising budget
Managed distribution of Fox Television assets from production studios to Fox
‘92 – ‘94 World Wide Entertainment Services Nashville, TN
Responsible for hiring and training disc jockeys for the US, cruise ships and the Bahamas. Also responsible for researching, purchasing and distributing all the music for the various venues. The music spanned across the classics (50’s through 80’s), island, rap, country and dance.
Developed company newsletter distributed world wide
Programmed music for all venues in 28 states, on cruise ships and the Bahamas
1990 Augustana College Rock Island, IL
Minors in Geography, Spanish and Computer Science/Math
President of Zeta Omega Omega Fraternity
Expertise / Writing / Speaking / Awards / Organizations
B2B & B2C Marketing
High Value Skills
Los Angeles Times
BeFree Affiliate Seminars
Online Travel Conference
Pepsico Interactive Summit