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L.Oberman Capabilities 9-11


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L.Oberman Capabilities & Portfolio

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L.Oberman Capabilities 9-11

  1. 1. Larry Oberman Digital Media Consultant
  2. 2. Table of Contents <ul><li>Overview: Page 3 </li></ul><ul><li>Professional Experience: Pages 4 – 9 </li></ul><ul><li>Accomplishment: Pages 10 – 12 </li></ul><ul><li>Recommendations: Pages 13 - 16 </li></ul><ul><li>List of Client: Pages 16 – 20 </li></ul><ul><li>Notable Work: Pages 21 – 25 </li></ul><ul><li>Education, Skills and Activities: Pages 26 – 29 </li></ul>
  3. 3. Overview <ul><li>5 years advertising practice (3 yrs digital, 2 yrs broadcast) </li></ul><ul><li>Business-to-Consumer & Business-to-Business expertise </li></ul><ul><li>Integrated media and channel planning </li></ul><ul><li>Marketing program conceptualization and execution </li></ul><ul><li>Team & vendor management </li></ul><ul><li>Campaign reporting and optimization </li></ul><ul><li>Partnership with sister companies </li></ul><ul><li>Ability to multitask across many clients, campaigns and vendors </li></ul><ul><li>Work well with internal departments (finance, creative, ad ops) </li></ul><ul><li>Able to facilitate plans that include an online and offline obligation </li></ul>
  4. 4. Professional Experience
  5. 5. TrafikAds Network <ul><li>Position: Business Development Manager </li></ul><ul><li>Term: May 2011 to August 2011 </li></ul><ul><li>Goal: Sign-up new direct clients to the Affiliate Network </li></ul><ul><li>Responsibilities: </li></ul><ul><ul><li>Work remotely from New York location </li></ul></ul><ul><ul><li>Learned the finer details of the company’s owned email list and their affiliate network </li></ul></ul><ul><ul><li>Work with many research and sales programs to track down contacts (i.e. TheList®, Salesforce®, etc.) </li></ul></ul><ul><ul><li>Create, review and negotiate all legal documents (i.e. Insertion Orders and Terms and Conditions) prior to legal department final approval and signature </li></ul></ul>
  6. 6. Digital Media Consultant (Self-Employed) <ul><li>Term: October 2010 to Present </li></ul><ul><li>Goal: Assist start-up websites with their objectives </li></ul><ul><li>Responsibilities: </li></ul><ul><li>Provided creative strategies, cost-effective media plans and optimization for B2C and B2B clients and their campaigns: </li></ul><ul><ul><li>B2B Cash Advance Company </li></ul></ul><ul><ul><ul><li>Goal: Generate B2B Leads for internal sales team to contact </li></ul></ul></ul><ul><ul><li>B2C Wholesale Jewelry Company </li></ul></ul><ul><ul><ul><li>Goal: Increase traffic and sales utilizing cost-effective online strategies </li></ul></ul></ul><ul><ul><li>B2C Insurance Company </li></ul></ul><ul><ul><ul><li>Goal: Increase applications and policies </li></ul></ul></ul><ul><ul><li>B2C Consumer Novelties Companies </li></ul></ul><ul><ul><ul><li>Goal: Increase traffic and sales utilizing cost-effective online strategies </li></ul></ul></ul>
  7. 7. Singer Direct (An Omnicom Company) <ul><li>Position: Manager, Digital </li></ul><ul><li>Term: December 2007 to September 2010 </li></ul><ul><li>Goal: Varied per client and campaign </li></ul><ul><li>Responsibilities: </li></ul><ul><ul><li>Responsible for the day-to-day of B2C and B2B clients, across a variety of industries </li></ul></ul><ul><ul><li>Supervised planners, coordinators and specialists on a per project basis </li></ul></ul><ul><ul><li>Managed a variety of campaigns across many channels </li></ul></ul><ul><ul><li>Created Media Plans and Optimized based on live and historical data </li></ul></ul><ul><ul><li>Setup, trafficked and implemented campaigns utilizing proprietary and 3 rd party services </li></ul></ul><ul><ul><li>Created and presented new business proposals </li></ul></ul>
  8. 8. AmeriMerchant <ul><li>Position: Broadcast/Digital Media Buyer/Planner </li></ul><ul><li>Term: May 2007 – July 2007 </li></ul><ul><li>Goal: Create quality leads for internal sales team </li></ul><ul><li>Responsibilities: </li></ul><ul><ul><li>Worked with Marketing Director to develop strategies to generate leads for the sales team by Planning, negotiating and buying National Media for a Direct Response campaign </li></ul></ul><ul><ul><li>Worked with the Director of Operations and IT Department to design an easy to use landing page, publisher submitting system and tracking system to be used for internet advertising </li></ul></ul><ul><ul><li>Negotiated with internet media advertisers to run Cost per Lead (CPL), Cost per Click (CPC) and Cost per Thousand (CPM) buys </li></ul></ul>
  9. 9. Lawyers Group Advertising <ul><li>Position: Broadcast Media Buyer/Planner </li></ul><ul><li>Term: June 2005 – April 2007 </li></ul><ul><li>Goal: Generate Personal Injury quality calls for clients </li></ul><ul><li>Responsibilities: </li></ul><ul><ul><li>Planned, negotiated and bought National Media Buys and 30 local markets for Direct Response Television Advertising </li></ul></ul><ul><ul><li>Optimized throughout run based on live and historical results </li></ul></ul><ul><ul><li>Used Excel extensively to create reports with the Telecommunications and Accounting departments to ensure the team stayed on budget </li></ul></ul><ul><ul><li>Trafficked correct talent/commercials to TV stations across the US </li></ul></ul><ul><ul><li>Worked with the Production Department to create the best performing spots while taking into account state compliance issues </li></ul></ul>
  10. 10. Achievements
  11. 11. Account Management <ul><li>Organic Growth: </li></ul><ul><ul><li>Grew a fortune 500 insurance company with monthly billings in the low thousands into the company’s major client with monthly billings over half a million dollars </li></ul></ul><ul><li>Business-to-Business Endeavor: </li></ul><ul><ul><li>Spearheaded Singer Direct’s venture into the space utilizing direct response and branding methodology across a variety of channels </li></ul></ul><ul><li>Business Development: </li></ul><ul><ul><li>Planned and implemented comprehensive new marketing strategies which attracted new business and increased revenue </li></ul></ul><ul><li>Work Efficiency </li></ul><ul><ul><li>Streamlined the current process flow and developed specific internal control documents which increased productivity and efficiency </li></ul></ul>
  12. 12. Campaign Efficiency <ul><li>Fraudulent Lead Deletion: </li></ul><ul><ul><li>Research and analyze data and develop “failsafes” for the co-registration channel which increase insertion rate </li></ul></ul><ul><li>Custom Questions: </li></ul><ul><ul><li>Including pre-qualifier custom question(s) generates a high quality which in turn puts less strain on a sales team </li></ul></ul><ul><li>Email Tracking </li></ul><ul><ul><li>Utilizing 3rd party tracking technology to ensure proficient targeting, email deliverability and great results </li></ul></ul>
  13. 13. Recommendations
  14. 14. Colleagues <ul><li>“ Larry and I partnered on a project for a pharmaceutical company launching a new drug. Larry was responsible for the email component of the plan, while my team managed display and search. The campaign was complex, with multiple flights, budgets and objectives and a constantly changing launch date, due to pending FDA approval. Larry made multiple revisions to the plan as client needs changed, and communicated with my team and the client effectively about expectations, deliverables and deadlines. He was a great teammate who took his job seriously and did it with pride, and was a pleasure to work with.” </li></ul><ul><ul><li>Alison Jensen, Digital Director of Sales, Novus Media, Inc (merged with Singer Direct in Jan 2010) </li></ul></ul><ul><li>“ I had the pleasure of working alongside Larry for 7 months while at Singer Direct. From day one, I found Larry to be a extremely knowledgeable on all aspects of digital media and well acquainted with all of the major media players in that area. As a new employee at the time, Larry was very forthcoming with his willingness to assist and offer up his expertise to help meet the client's goals and objectives.” </li></ul><ul><ul><li>Stephen Patti, Manager, Digital, Singer Direct </li></ul></ul>
  15. 15. Industry Associates <ul><li>“ For the past few years that I've worked with Larry, it's evident that he takes the time to learn exactly what his client’s needs are. He has a strong knowledge of the industry and how to utilize it to get the highest return on investment for his clients. </li></ul><ul><li>I appreciate the conversations we had and will continue to have on campaigns that we've worked on together. His attentiveness, creativity and flexibility make it easy to work with him.” </li></ul><ul><ul><li>Tamara FitzGerald, Sr. Director of Interactive Solutions, Infogroup </li></ul></ul><ul><li>“ I've worked with Larry for several years and he has always taken a personal relationship with his vendors and has gone above and beyond to achieve outstanding results for his clients. Larry has an impressive understanding of online marketing and approaches each campaign with an unparalleled level of integrity and professionalism.” </li></ul><ul><ul><li>Matt Mockus, Director of Sales at Ifficient   </li></ul></ul><ul><li>“ Working with Larry was always a positive experience. I found him to be consistently responsive, timely, and enjoyable to work with! Overall, we found Larry to be a professional in all ways.” </li></ul><ul><ul><li>Bob Ballinger, Sales Executive, HerAgency </li></ul></ul><ul><li>“ During the time I worked with Larry as my client at Singer Direct, I noticed that Larry brought his digital expertise to the table when negotiating and formulating strategy for campaign plans. I also noticed that Larry has a keen sense of setting realistic expectations for media plans.” </li></ul><ul><ul><li>Forbes Marsh, Account Manager, Data and Mobile Marketing at InfoGroup Interactive </li></ul></ul><ul><ul><li>  </li></ul></ul><ul><li>“ Larry has been an extreme pleasure to work with. Focused on attention to detail and willing to go out of his way, Larry would be a valuable asset to any company.” </li></ul><ul><ul><li>Andrew Woods, Sales Executive, SilverCarrot </li></ul></ul>
  16. 16. Industry Associates (cont’) <ul><li>“ I was lucky enough to work with Larry during his time at Singer Direct. He always did an exceptional job of staying on top of our account and working with me to optimize our efforts when necessary. With his knowledge of the industry, attention to detail, and collaborative nature he'll be an asset to any company he works for.” </li></ul><ul><ul><li>Katie Intrater, Account Executive, LFM Network </li></ul></ul><ul><li>“ Larry is a detail-oriented digital media expert who excels at negotiation, media buying, performance optimization, and analytics. When working together on his clients' campaigns, Larry was collaborative in every aspect to achieve maximum ROI for his clients. A true gentleman to do business with.” </li></ul><ul><ul><li>Mike Sisto, Senior Online Performance Marketing Specialist, MediaWhiz Holdings LLC </li></ul></ul><ul><li>“ Larry was a great partner to have in managing one of our larger affiliate accounts. Very prompt and thorough in his communications. Key driver in our ability to optimize performance. Look forward to working with him again in the future.” </li></ul><ul><ul><li>Trish Yates, CFO, SilverCarrot, Inc </li></ul></ul><ul><li>“ Larry is a diligent and hardworking media professional who I had the pleasure to work with for the better of 2 years. He can be counted on to provide the best quality of service for his clients and has exceptional positive drive to achieve their goals.” </li></ul><ul><ul><li>James Zeiss, Account Executive, Madison Logic, Inc. </li></ul></ul>
  17. 17. Clients
  18. 18. Business-to-Consumer (B2C)
  19. 19. Business-to-Business (B2B)
  20. 20. Sister Agencies (Omnicom Media Group)
  21. 21. Notable Work
  22. 22. Email Marketing <ul><li>Utilize 3 rd party lists </li></ul><ul><li>Reach niche target audience </li></ul><ul><li>A/B Testing </li></ul>
  23. 23. Lead Generation/Co-Registration <ul><li>Implemented filters and procedures </li></ul><ul><li>Auto-responder emails </li></ul><ul><li>CRM Strategy </li></ul>
  24. 24. Lead Generation/Content Syndication <ul><li>Target site specific whitepapers </li></ul><ul><li>Put in place Pre-qualifier questions </li></ul>
  25. 25. Display <ul><li>Target Sites </li></ul><ul><li>Utilize 3 rd party ad servers </li></ul><ul><li>Easy to read and engaging creative </li></ul>
  26. 26. Education, Skills and Activities
  27. 27. West Virginia University <ul><li>Graduated: May 2003 </li></ul><ul><li>Degree: Bachelor of Arts </li></ul><ul><li>Major: Sociology </li></ul><ul><li>Relevant Classes: </li></ul><ul><ul><li>Demography </li></ul></ul><ul><ul><li>Statistics </li></ul></ul><ul><ul><li>Accounting </li></ul></ul><ul><ul><li>Microeconomics </li></ul></ul>
  28. 28. Skills <ul><li>Microsoft Office: </li></ul><ul><ul><li>Excel, Word, PowerPoint, Outlook, Publisher </li></ul></ul><ul><li>Trafficking: </li></ul><ul><ul><li>3 rd Party Ad Servers (DART, Atlas, Eyeblaster (Media Minds) Etc.) </li></ul></ul><ul><li>Research Tools: </li></ul><ul><ul><li>Publisher/Vendor Web Analytic Tools (Neilson Net Ratings, Context Web ADSDAQ, Etc.) </li></ul></ul><ul><li>Creative Programs: </li></ul><ul><ul><li>Flash, Adobe Photoshop, Dreamweaver and HTML Language </li></ul></ul>
  29. 29. Extra Time Activities <ul><li>Volunteer Firefighter </li></ul><ul><ul><li>Term: February 1999 – Present </li></ul></ul><ul><li>New York State Emergency Media Technician </li></ul><ul><ul><li>Term: January 1999 – Present </li></ul></ul>
  30. 30. Contact <ul><li>Larry Oberman </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>LinkedIn: </li></ul>