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Marty Terbrack Resume 2014

Marty Terbrack Resume 2014



Are you looking for a proven leader with an elite level of digital marketing expertise? Marty Terbrack has 20 years of online marketing expertise including: search marketing, display advertising, ...

Are you looking for a proven leader with an elite level of digital marketing expertise? Marty Terbrack has 20 years of online marketing expertise including: search marketing, display advertising, social media, search engine optimization, website management, project managment, business unit development and web analytics. Contact me to learn more mterbrack@digitalmarkting-inc.com



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    Marty Terbrack Resume 2014 Marty Terbrack Resume 2014 Document Transcript

    • Martin A. Terbrack 2532 Lake Charnwood, Troy, Michigan 48098, 248.227.9914 (c), 248.879.3887 (h), mterbrack@comcast.net OBJECTIVE To obtain an Digital Marketing Technology Leadership position responsible for driving strategy, brand engagement, implementation and performance of a company’s online marketing activities including managing digital teams, stakeholders and vendor relationships and / or overseeing a specific accounts, programs, products, services, or groups (e.g. strategy, search, social media, mobile, display advertising, project management, web properties design & development, email, CRM and web analytics). SUMMARY OF QUALIFICATIONS ▪ An experienced, highly motivated digital marketing leader focused on enabling companies to connect, engage, create value and conduct business more effectively with their customers through online marketing activities and Internet-based applications. Areas of expertise: - Digital marketing strategy, implementation and performance management with extensive expertise in strategic planning with emerging marketing and consumer technology adoption trends as well as E-Commerce and Lead Generation business models - Management of large web properties and campaign initiatives overseeing the design, development and performance of online activities including paid and organic search, display, social, mobile, affiliate, contests and incentives, email, web analytics, and CRM components ▪ Over 15 years of success working with business stakeholders to develop a comprehensive model for interacting with their customers throughout the entire buying and ownership experience through online marketing and Internet-based applications. ▪ Dedicated customer advocate who continuously implements product, process, and service improvements based on analyzing input from numerous channels including company business drivers, market research, benchmarking, website analytics, customer surveys, customer segmentation, usability studies, performance measurements, return on investment, total cost analysis and knowledge of online marketing trends and platforms. CAREER HIGHLIGHTS ▪ Chief Marketing Officer (CMO) / Founder of Digital Marketing, Inc. – principal owner and primary Digital Marketing Strategy Consultant for start-up interactive advertising agency. Develops digital marketing road maps based on business goals and audience online behavior and expertise in numerous online marketing tactics & technologies including: search, social media, mobile, display advertising, project management, design & development, email, CRM and web analytics ▪ Digital Analyst / Search and Social Strategist for State Farm – member of Web Analytics Omniture SiteCatalyst Implementation Team completing migration from Web Trends, digital thought leader in Search Engine Optimization providing enterprise strategy, roadmap and analytics, pilot team member for enterprise Social Platform Implementation across Insurance, Financial and Mortgage business lines ▪ Director of eCommerce Strategy– provides strategic direction to over 100 eCommerce web site business owners to increase revenue through web site enhancements and online marketing services as well as overseeing the growth of Brand Labs capabilities, product portfolio and service offerings. Established Project Management Office to ensure projects delivered on-time, within budget and high level of customer satisfaction. ▪ eMarketing Strategy Consultant / Digital Business Development Manager at Marketing Associates – provided eMarketing thought leadership working with account teams and clients to develop and launch interactive marketing solutions. ▪ Digital Marketing Manager –developed Digital Marketing Strategic Plan and Roadmap for Spartan Motor, Inc. Brands for owned earned and shared properties / media ▪ IT Manager – responsible for managing a 35+ person IT marketing application development team comprised of both onshore and offshore resources as well as the management of a on-site data center. ▪ eCommerce Manager responsible for Pulte Homes consumer facing web sites, partnered with business stakeholders to deliver a 50% increase in web site traffic and user registrations as well as a 300% increase in Internet leads over the previous year. Web sites generated over 90 million page views, 9 million visits and contributed to 5% of Sales. ▪ Senior Manager for ChannelNet who worked with Ford Global Marketing business leads to manage the development and launch of a Suite of Dealer eTool Applications that included the Dealer Connection Website Utility, which is used by more than 5,000 Ford, Lincoln Mercury, Volvo, Land Rover and Jaguar dealers to manage their dealership web sites. ▪ In 1995 when many were not yet aware of the potential of the Internet, I developed an Interactive Business Unit at Budco that achieved $500,000 in sales with a 48% profit margin and on-time launching of all major web sites. PROFESSIONAL EXPERIENCE Spartan Motors, Inc. Troy, Michigan (10/13 to Present) Internet address: http://www.spartanmotors.com Spartan Motors is a custom vehicle manufacture with estimated annual sales revenue of 500 million and 10,000 vehicles Digital Marketing Manager Responsibilities ▪ Developing cross channel digital marketing strategiesfor owned earned and shared properties / media ▪ Manage Redesign of the Spartan Motors Websites including: spartanerv.com, spartanchassis.com, spartanmotors.com and utilimaster.com ▪ Develop &Manage Digital Marketing Programs: Paid Search, Search Engine Optimization, Media Buying, Display Advertising, Social, Mobile, eCommerce, Lead Generation, Web Analytics and CRM programs for all Spartan Brands including: Emergency Response Vehicles, Service and Delivery Vehicles, Recreational Vehicles, and Department of Defense Vehicles ▪ Hands on Management of Display Advertising, Paid Search, Usability, Web Analytics and Brand Website Redesigns, Cross Channel Marketing Ideation as well as Vehicle Branding Programs. Major Success ▪ Developed Corporations Digital Marketing Strategic Plan and Digital Marketing Roadmap ▪ Launched Digital Marketing Programs: Paid Search (AdWords), Display Advertising (Double Click), Web Analytics (Google) & CRM (Salesforce) ▪ Oversaw Website Redesign RFP process as well as designed requirements, user experience flows and wireframes for adaptive PC& mobile
    • Digital Marketing, Inc. Troy, Michigan (4/10 to Present) Internet address: www.digitalmarketing-inc.com Digital Marketing, Inc. is a privately owned Online Marketing Agency/ Consultancy start-up offering a variety of online marketing services as well as website design and development Digital Marketing Strategy Consultant, CMO & Founder Responsibilities ▪ Developing client’s online marketing strategy including 12 and 24 month roadmaps using a proven approach that is focused on business objectives, online audience behavior, performance optimization as well as expertise in numerous digital marketing tactics and technologies including: display advertising, paid search marketing, organic search (SEO), social media (Facebook, Twitter, YouTube), and Analytics (Google / Omniture) ▪ Growing Digital Marketing, Inc.’s capabilities, products portfolio and service offerings ▪ Manage Display Advertising, Pay-Per-Click and Web Analytics Business Units ▪ Develop and present Online Marketing Strategy presentations& proposals, scope and estimate projects and manage project plans and freelance network ▪ Designingwebsites and display ads, setup & management of Pay-Per-Click programs including keyword research and bid management Major Success ▪ Developed a Digital Marketing Competitive Intelligence Program for Chrysler Group, LLC; providing insight into competitor display advertising, social media, paid search, SEO programs as well as developing a Brand Website Comparison for 15 Automotive Brands. The program benefits include: prioritized digital marketing roadmap by marketing tactic as well as website recommendations to improve brand engagement and improve return on marketing investments ▪ Completed an Airline Industry Website Comparison Study for American Airlines resulting in higher customer satisfaction and improved conversion for aa.com. State Farm Bloomington, Illinois (8/2012 to 2/2013) Internet address: www.statefarm.com State Farm isis the largest auto insurer in the U.S. more than 65,000 employees and more than 18,000 Agents service 81 million policies and accounts throughout the U.S. and Canada. Digital Marketing Analyst & Strategist Responsibilities ▪ Empower digital thought leaders to make data driven decisions through quantitative and qualitative behavior web analytics and Insights ▪ Developing enterprise digital marketing strategies and roadmaps ▪ Develop Web Analytics Dashboards, Reports and Insights for Executive Leadership Major Success ▪ Adobe Omniture Web Analytics Implementation – migration from Web Trends to Adobe SiteCatalyst ▪ Search Engine Optimization Roadmap and Competitive Intelligence Reporting in Search and Social Media ▪ Social Media Platform Pilot Support – Raidian6 platform evaluation, implementation, analytics and insights Brand Labs Rochester Hills, Michigan (9/08 to 3/10) Internet address: www.brandlabs.us Brand Labs is a privately owned E-Commerce Agency (start-up) offering website design, development and interactive marketing services Director of eMarketing Strategy– Brand Labs Responsibilities ▪ Develop client’s online marketing strategy to increase revenue through eCommerce web site improvements and online marketing services including organic search (SEO), paid search (PPC), affiliate marketing, social media (Facebook, Twitter), and Google Analytics ▪ Growing Brand Labs capabilities, product portfolio and service offerings ▪ Develop and present online marketing strategy presentations, scope and estimate projects, develop proposals and project plans Major Success ▪ Increased the average monthly number of sites sold, average order size and revenue per site by over 25% ▪ Cultivated partnerships with other online service providers to provide new service offerings (e.g. Google, Volusion, PowerReviews) ▪ Developed one of the 1st Mobile i-phone eCommerce Applications Marketing Associates Bloomfield Hills, Michigan (10/06 to 8/08) Internet address: www.marketingassociates.com Marketing Associates is a 40 year old privately held marketing services company; core competencies include market research, strategic planning, program administration, sales incentives & promotion their largest clients are Ford Motor Company & DuPont. eMarketing Strategist– Marketing Associates Responsibilities Support Sales teams providing eMarketing consultation to clients. Areas of expertise include: eCommerce application development, website analytics, email marketing, contests and incentives, search engine marketing, lead generation and CRM. Major Success ▪ Client Engagement and Product Launch Management of Chrysler’s Enterprise Lead Management System which provides leads from brand sites and buys leads from numerous 3rd party websites and lead providers, then improves them (validation, scoring, enrichment) prior to delivering them to 25+ Dealers Lead Management or CRM Tools. ▪ Developed Search Engine Marketing and Lead Generation Strategy for numerous DuPont products which include B2B paid search campaigns that drive traffic to targeted landing pages and delivery into Sales Force CRM. This program leverages Omniture SiteCatalyst Web Analytics and Doubleclick DART to track conversion and multivariate testing of landing pages to improve campaign performance. ▪ Rolled out a Web Analytics Service offering including development of an implementation planning guide for Omniture Site Catalyst, initial
    • implementations of Omniture Catalyst and Data Warehouse included the Ford College and Mobility Motoring programs. IT Manager – Marketing Associates ▪ Manage IT organization comprised of onshore and offshore application development teams as well as a data center system engineering team. ▪ Oversee operational project delivery, providing leadership to project managers and technical leads to establish priorities and manage risks Pulte Homes Bloomfield Hills, Michigan (05/05 to 9/06) Internet address: www.pulte.com In 2005, Pulte Homes was a Fortune 150 company with operations in 27 states, delivered 45,630 homes and revenues of $14.7 billion eCommerce Manager – Pulte Homes Manager responsible for Pulte Homes consumer facing web sites, including www.pulte.com , www.delwebb.com , www.divosta.com , as well as corresponding content management systems used by over 50 business stakeholders and community editors. Web sites generated over 90 million page views, 9 million visits and contributed to 5% of Sales in 2005 Responsibilities ▪ Directing a high performing team composed of business process analysts, systems analysts, designers, developers, and quality assurance analysts to deliver projects on-time and within budget including: business, creative, functional, and technical specifications as well as managing project plans, budgets and resources. Major Success ▪ Oversaw numerous projects that required “Buy vs. Build” decisions from the initial RFP process, through total cost of ownership analysis and contract negotiations, to the final application integration or development. These projects enabled me to grow more knowledgeable in the following areas: streaming media, content management systems, search engine optimization, website analytics, application performance monitoring, and portal technologies. ▪ Spearheaded the development of an eBusiness steering committee to drive a common strategic direction, to assess value and to align business goals to IS strategies that deliver business growth. ▪ Partnered with the business to deliver on key performance indicators: a 50% increase in traffic and registrations as well as over a 300% increase in Internet leads over previous year. ChannelNet Dearborn, Michigan (10/98 to 5/05) Internet address: www.channelnet.com ChannelNet is a privately held Internet application development company with estimated revenue of $20 million in 2005; major client Ford Motor Company. The Dearborn office’s professional services group consulted with Ford to develop a comprehensive model for interacting with consumers throughout the entire buying and ownership experience, primary application was the Dealer Connection Web site Utility, which was used by more than 5000 Ford, Lincoln Mercury, Volvo, Land Rover and Jaguar dealers to manage their web sites. Ford Dealer eTools Senior Manager - ChannelNet Ensure flawless launch of Dealer eTools products and services working with project stakeholders to develop and implement a comprehensive project plan that includes product strategy, design, development, testing and deployment. Launch plans place high level of emphasis integrating e-dealer training and support deliverables into each product release to assure successful institutionalization of application. Responsibilities ▪ Managed design, development, quality assurance, support and training to ensure expected results of project deliverables with Ford Global Marketing business leads for Ford, Lincoln Mercury Volvo, Land Rover, Jaguar brands and integration partners in accordance with development life cycle methodology. ▪ Acted as dealer advocate proposing product, service and support improvements based on analyzing dealer input from numerous feedback channels including dealer visits, product satisfaction surveys, call center metrics, usability studies, product pilots, and market research as well as other brand, dealer and consumer inputs. ▪ Managed business, creative, functional, and technical specifications as well as managing project plans, budgets and resources. Major Success ▪ Flawless launch of Dealer Connection Web sites to Land Rover and Jaguar Dealers. ▪ Managed on-time launch of Sales Point 5.5 to Ford, Lincoln Mercury and Volvo dealers. Sales Point is a dealer CRM / lead management tool that accepts leads from over 100 different lead providers and has over 10,000 users in dealerships Inca Computer Company Bloomfield Hills, Michigan (1/98 to 7/98) Inca Computer Company was a start-up service oriented computer retailer. Senior Manager of Web Services - Inca Managed the development of Internet products and services to be sold through Inca's Retail and Business Services Division channels. Major Success ▪ Delivery of "i-maker", a cutting edge web site development tool that is completely internet based and features a word processing-like (Java) editor, which enables users to update content without knowledge of HTML. ▪ Corporate Website Build to Order eCommerce Application to configure and sell computers as well as other products and services. Budco Detroit, Michigan (6/95 to 1/98) Internet address: www.budco.com Budco is a Detroit based marketing services company with $30 million in annual revenue Internet Strategist / Business Unit Manager - Budco Built a profitable Internet business unit that developed large corporate Intranet sites for numerous Detroit area corporations including Ford Motor Company, Chrysler Corporation and Hiram Walker. Major Success
    • ▪ Development of Interactive Business Unit that achieved $500,000 sales with a 48% profit margin and on-time launching of all major Web sites
    • EDUCATION DeVry Institute of TechnologyColumbus, Ohio Bachelor of Science Degree in Computer Science for Business Personal Digital Marketing Book Collection of over 100 Titles Complete over 70 online courses on Lynda.com related to Digital Marketing and Web Technologies Daily Review of Interactive Marketing and Technology Research Reports, Case Studies and White Papers - each morning, I spend 15 - 30 minutes scanning numerous channels news, research and articles to stay abreast of changes in Online Marketing and IT from sources such as Forrester, Mashable, TechCrunch eMarketer and others as well participate in discussion groups, blogs and conversing with industry leaders on Twitter. Project Management Training Institute PMP Certification Course Omniture Web Analytics Courses – Attended several Site Catalyst user training courses as well completed all online training modules. Coordinated development of advance course (Omniture: Site Catalyst, Discover, Test & Target) for various groups with in Marketing Associates. 7 Habits for Highly Effective People - Pulte IS leadership team participated in 5 workshops on Steven Covey’s leadership principles Software / Platforms Competencies Include: Design & Development: Adobe CS4 Application Suite: Photoshop, Illustrator, Premier, After Effects and Dreamweaver Microsoft: Office: Word, Excel, PowerPoint and Visio Project Management: Microsoft Project, ChangePoint and 37 Signals Search: Google AdWords, Microsoft adCenter, Adgooroo Search Insights, Wordtracker, Wordstream, Raven SEO Tools and SEOmoz.org SEO tools, Search Light Conductor SEO Platform, Covario OSI SEO Platform and SEM Rush SEO Platform Display Advertising: Google AdWords Placement Network, DoubleClick DFA, Facebook, YouTube and Adgooroo Display Insights Research / Audience Segmentation: comScoreand Nielsen Online Email: Constant Contact and Salesforce.com Social: Raidian6 Social Engagement Platform Web Analytics: Adobe Omniture SiteCatalyst, Omniture Discover, Google Analytics, Hitbox, Tea Leaf, and Web Trends Optimization: Adobe Omniture Test & Target and Google Website Optimizer CRM: Salesforce.com, Oracle Siebel Online Courses Completed Include: Adobe CS4 Application Suite: Photoshop, Illustrator, Dreamweaver, Fireworks, Flash, Premiere, After Effects, Sound Booth (Podcasting) and web programming with XHTML, CSS and JavaScript Certified Google Advertising Professional – requirements include passing GAP exam and verification of client paid search program management ASSOCIATIONS AND INTERESTS 313digital Marketing Association – featuredpresenter at “Digital Marketing 101 Boot camp” mentoring program for advertising agency professionals For Additional Insight Visit: ▪ Portfolio, Qualification Summary, Biography, Web Analytics Experience ▪ Website, LinkedIn / Professional References, Twitter: digitalmarketng