1. –
Interactive Media Strategist 8/2004 to 5/2007
Vice President, Digital Strategies 5/2007 to 12/2008
Cathode was my interactive consultancy. I provide project strategy and interactive
Waggener Edstrom is Microsoft’s primary PR agency , and I joined to increase the digital fluency
media experiences for my clients. This includes producing interactive and HD
and capabilities of Microsoft account teams. I developed a process to measure and evaluate the
projects for Comcast, a streaming Flash video site for Akamai, and consulting on
level of digital impact that each team had incorporated in their existing plans and worked with
Forrester Research’s video blog process. I’ve also developed business strategies
them to define specific tactics to integrate digital influence into their core methodologies.
and service offerings for Weber Shandwick founder Larry Weber’s Digital Influence
Group.
I was also a lead in the Digital Strategies Group. Initially, this was a small consulting group of
approximately ten people. I played a lead role in defining and structuring the group as we
expanded into a sixty member global strategic, content and production organization. I introduced
the concept that creativity and audience intelligence are essential for influential engagement.
I created digital strategies for clients and Waggener Edstrom to promote products and events and
to engage with influencers and customer audiences. I also looked at the role of influence and how
it can be measured, tracked and evolved.
Vice President, Interactive 2/2001 to 8/2004
Director of Interactive Technology 10/1999 to 2/2001
Manager Interactive Technology 5/1995 to 10/1999
I started and guided Cramer’s interactive division and grew the department from a
single employee to a group of twenty-five skilled programmers, designers, and
Vice President of Interactive 1/2006 to 6/2006 project managers. I defined the group’s product strategy, goals, and procedures. I
Strategic Consultant / Project Director 11/2004 to 1/2006
was a leader within the overall organization and contributed greatly to the success
and prestige of Cramer, the leading integrated media agency in the Boston area.
DIG is Larry Weber’s next generation PR agency. I led the business development, recruiting, group
My division contributed $4 Million of Cramer’s $20 Million yearly revenue.
and project management. I proposed and managed projects for Visa International, Sun, SAP,
Genzyme, drugstore.com, Akamai, Babson, JetEye.com, and MIT on the best strategies for
I worked closely with sales to identify prospective clients and produce proposals,
identifying and communicating with key constituencies online. I developed content strategies for
budgets and specifications. I also actively presented to clients and prospects. By
community building, blogging, search engine optimization, and viral marketing to influence blogs,
truly understanding a client’s business needs, customers, and goals, I was able to
online communities, social networks and search engines. I created new business by developing
provide solutions of greater value. The division also won seven Massachusetts
and presenting innovative digital media campaign strategies.
Interactive Multimedia Council (MIMC/MITX) awards.
(617) 479-3250
224 Pontius Av N • Seattle, WA 98109 1
dwinfield@cathodedigital.com

2. –
Northeastern University Cramer “Crameronline”: 2004 MITX/MIMC Award
E3 “E3 Insider”: 2004 MITX/MIMC Award
College of Computer Science
Comcast “Digital Den”: 2004 CTAM Mark Award
I studied computer science and was actively involved in college radio and
Continental Teves “Safely There”: 2003 MITX/MIMC Award
campus events. I combined my interests in computers, video, and art into a
Cotting School “Campus Tour”: 2002 MITX/MIMC Award
focus in interactive media. This included additional study at the Boston Film
BankRI “CampusMate Card”: 2001 MITX/MIMC Award
and Video Foundation and internships with several production companies.
Compaq “Presillionaire”: 2000 MITX/MIMC Award
Microsoft Microsoft E3 Expo
Consumer portal to trade only gaming event
I produced multiple projects and strategies to In less than three weeks I planned and
Extensive video, news, polls, and blog functionality
build awareness of this new document standard. produced a campaign to launch IE8 beta 2.
Custom content tool published to the Akamai
This included a viral comic, a satirical video, a This included creating instructional content,
network
search campaign and social network community building a Facebook community and
building. creating a custom Facebook App.
Akamai Technologies Hewlett Packard
I created an online introduction to new CEO and Led the team that developed an interactive
how Akamai can drive the Demand Economy presentation Installed in 7,000 stores.
Streaming video and animation produced in It featured Customer & associate product
record time. information and was used as an employee training
tool.
(617) 479-3250
224 Pontius Av N • Seattle, WA 98109 2
dwinfield@cathodedigital.com

3. –
I produced numerous interactive and video based projects I worked with Akamai to develop a platform to introduce their Telecom: A networked kiosk system that displayed
for Microsoft. More important I worked with the company to new CEO, and to present the case for the “Demand information about every Motorola product available
reimagine how it tells its own stories. This includes Economy”; Akamai’s vision for an economy driven by end worldwide. The system featured a business card scanner that
participating in social media, coordinating PR and Ad user desire for near- instantaneous access to news, captured contact information into a central database. It
campaigns and creating a new process to discover, promote entertainment, and data. This project is Flash based, and could also e-mail product information directly from the show.
and tell corporate stories. used Akamai’s new Flash streaming services. We also created 32 synchronized DVD presentations that
were displayed on plasma displays throughout the four-story
booth. I attended the show in Geneva, Switzerland, to
I have produced a number of projects for Comcast. This HP/Compaq retail demo: HP needed a solution that support the client. This effort was continued at three
includes promotional DVDs and Interactive HDTV & online demonstrated its products at 7,000 Radio Shack locations. successive Consumer Electronic Shows.
video gaming events. Customers are able to see available items and pricing, as
well as options that improve their user experience and drive
sales of peripherals. The demo is modular and easily
Conducted an exhaustive review of Babson’s online assets updated. It makes extensive use of video and Flash
and infrastructure, student and alumni interests, and animations. It is also the launch pad for a number of
intellectual property to develop social networking road map. associate training tools created by Cramer for MSN, HP, and
This included specific tactics designed to build ongoing Radio Shack. A variation was created for Office Depot.
connections between the college and its constituencies.
Developed a plan for moving their VideoViews video blog
E3Insider.com: The official consumer website for the trade- service in-house. This included the selection of equipment,
only E3 Expo. Over 1.5 million unique visitors accessed and technology, workflow and staffing requirements.
checked out the latest developments in the video game
industry during the weeklong show. The project makes
extensive use of video and Flash. It was produced live during Red Sox 100 Years DVD: This DVD is an exciting retrospective
the event. I also defined sponsorship opportunities and of the first 100 years of Sox history. It features over three
revenue projections for our client. hours of video, animated menus, and other enhancements. I
addition to the DVD we created an online store and order
management system in conjunction with Major League
Seronofertility.com: The fertility group at Serono needed to Baseball.
revamp its website. It had no way to promote its offerings
and needed to build a marketing database. The project
includes fertility specialist and pharmacy locators as well as “Safely There”: An innovative driving simulator and public
e-newsletter sign-up. I worked with U.S.- and Geneva-based relations project designed to introduce drivers to the latest
IT teams and relaunched the site in two months. automotive safety products. Using 3-D video game
technologies, we are able to demonstrate what it’s like to
drive with and without advanced safety systems.
(617) 479-3250
224 Pontius Av N • Seattle, WA 98109 3
dwinfield@cathodedigital.com