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email@example.com | 408.874.6275 (m) SUMMARY Visionary innovator, savvy product leader and results-‐oriented executive with solid strategic and operational experience in growth and management of online and mobile products, platforms and businesses. Driven by a passion for devising and deploying compelling social experiences in mobile, social networking, gaming, commerce, and community, at companies ranging from early-‐stage startups to large public entities. Fueled by rapid iteration, data-‐driven analysis and relentless customer focus. EXPERIENCE 2011 -‐
RILEY INC / INSTAVITE Palo Alto, Calif. COO & Co-‐Founder Founded mobile application company building social experiences around real-‐life activity, leveraging the Facebook platform. Applications include Instavite, which helps real friends get together, building community around activities, and using data to predict intent. Also, Riley Games, a Top 25 Health app that gamifies self-‐improvement for women. • Founded initial team, product, marketing and overall operations. Lead overall product strategy, and drive all specification and design for products, Facebook integration and product marketing. Lead and recruit engineering and design teams. Deployed a rapid development process where we can release code daily. • Drove user acquisition and engagement, funneling feedback into product. Drove new user acquisition with a 0.7 k-‐factor in first five weeks, securing nearly half of all new users through viral and organic means at an $0.18 eCPI. Achieved an 12% DAU/MAU ratio and 65% WAU/MAU ratio, with an average of 12 user sessions/week. • Drive fundraising and corporate strategy. Bootstrapped company and helped raise initial $100K financing for company to hire team and launch initial products. Actively working to close additional financing.
2010 -‐ 2011 CROWDSTAR Burlingame, Calif. Vice President & General Manager, Marketing & Partnerships Led partnerships, product marketing, public relations and the global business for at-‐peak No. 2 social game developer. Managed relationships with key platforms, including Facebook, Microsoft and Yahoo, while helping expand company’s product portfolio in Japan to become the No. 1 US social game developer in that market. • Expanded company’s reach to new platforms while leading Facebook partner management. Diversified company’s reach to 10 game platforms worldwide. Led company’s partner management with Facebook, enabling CrowdStar to maximize strategic value to better tune virals and leverage APIs more effectively than competition. Secured special co-‐marketing opportunities, in addition to influencing platform development. • Acquired new customers and re-‐activated user base through no-‐cost product marketing. Drove cross-‐ promotion across CrowdStar’s game portfolio, creating 300M ad impressions. Grew user base without marketing budget through Facebook fan pages. Profitably reactivated users through lifecycle email programs. Acquired new customers via cross-‐promotions with retailers, music distributors and third-‐party game companies. Increased CrowdStar’s visibility through targeted PR. • Diversified company’s revenue stream to drive 30% from off Facebook. Profitably launched more than 12 games on five platforms in Japan, enabling CrowdStar to secure market leadership in Japan. 2007 -‐ 2010 VIVATY (acquired by Microsoft) Menlo Park, Calif. Vice President, Product Management Led product management and product marketing for social gaming platform and 3D virtual world in Facebook backed by Kleiner Perkins Caufield & Byers. Drove overall product evolution and user growth focusing on user engagement, cost-‐effective customer acquisition and monetization through virtual goods. • Deployed initial product line through rapid iteration. Responsible for overall product strategy, development process, roadmap and rollout. Rolled out new initiatives at rapid pace (e.g., multiple times/week) to allow quick testing and analysis of features to guide further investment and future efforts. Built social gaming platform from ground up, including virtual economy, gifting, leaderboards, missions and Facebook integration. • Cost-‐effectively grew user engagement, activity and paid conversion. Grew initial base of 1 million users (200,000 MAU at peak) through mix of viral programs, social engineering, partnerships and marketing programs. Increased registration rate from 30% to 80%, while also increasing engagement to 15% DAU/MAU. Increased average daily session length 6x to 150 minutes. Drove paid conversion rate to 3.5%. • Created studio and user experience teams. Built 7-‐person team of artists and animators, user experience designers and product managers as part of company’s growth. Hired outsourcers for content.
2006 -‐ 2007 IWIN San Francisco, Calif. Vice President, Marketing and Product Management Directly responsible for business, marketing and product management for privately held leader in casual gaming. Drove business growth and strategy in three key areas: site-‐based sales and user engagement; multiplayer online games and communities; and in-‐game and site-‐based advertising. • Drove financial success. Increased division’s revenue run rate 74% over one year from $3.7 million to $6.5 million in 2007 (about half of company’s revenue). Increased customer lifetime value from $27 on pace to $60. • Grew engagement and active customer base. Led development of product improvements and marketing initiatives, increasing MAU 82% to 2.7 million in 2007 (3x faster than competition). Directed efforts to drive 1.6 million installs of download manager, increasing games downloaded, played and purchased per user. • Deployed cost-‐effective marketing strategy. Expanded marketing strategy to lifecycle-‐email, affiliate, media-‐ buying and organic acquisition channels while optimizing paid search. Tripled sales through paid marketing, while reducing CPA and driving profitable LTV-‐based growth. Doubled conversion rate to 1.3%. • Expanded product strategy and matured process. Led product development efforts in launching major products and services. Developed iCoins, a paid subscription service that was backbone of the company’s strategy in virtual goods, and resulted in a 75% subscriber retention rate. 2005-‐2006 MERCHANTCIRCLE (acquired by Reply.com) Los Altos, Calif. Vice President, Marketing and Product Management Directly responsible for product management, strategy and marketing for startup creating online presences for local businesses, using social networks and marketing to help merchants compete against big-‐box businesses. • Leveraged product to serve as marketing vehicle for customer acquisition. Launched initial product. Created virtual economy to increase customer acquisition and serve as foundation for revenue model. Created and implemented social media strategy, increasing customer acquisition and pages indexed. • Built engaging community and deployed viral marketing programs. Developed rich customer community, leveraging word of mouth marketing to cheaply and quickly acquire customers. Drove viral programs that increased significantly reduced CPA. Led SEM optimization efforts reducing CPA 75% over 30 days. 1998-‐2005 YAHOO! Sunnyvale, Calif. Responsible for product and business management for many of world’s most popular online consumer services. 2005 Director, Product Management, Yahoo! Games Managed strategic development, general management of casual games business. • P&L management of premium subscription, paid downloads and advertising business lines (More than $20 million in revenue). Within first 90 days, increased revenue run rate by 43%. • Revamped product strategy and site-‐wide design of casual games business, emphasizing social interactions, community features and focused on building customer engagement while maximizing revenue growth. 1998-‐2005 Director, Product Management, Community Services Managed strategic development, general operations and deployment of some of the world’s largest consumer social products, such as Yahoo 360, Avatars, Personals, Groups, Hosting, Photos, Chat and Message Boards. • Launched more than 10 free and paid consumer services. Developed strategic roadmap for products and overall community division, evangelizing strategies to senior management. • Developed Yahoo’s initial social networking product and strategy. Evolved strategy from overall focus as a destination to one that drove greater value to the Yahoo network as a platform. • Managed and launched paid consumer services, such as Yahoo GeoCities, Personals and Photos. Transformed Personals business model to increase revenue 288% in one year. EDUCATION 2003-‐2006 HAAS SCHOOL OF BUSINESS, UC BERKELEY Master’s of Business Administration 1992-‐1995 PEPPERDINE UNIVERSITY Bachelor’s of Arts, Journalism MISCELLANEOUS U.S. Patent #7,269,590: “Method and system for customizing views of information associated with a social network user.” U.S. Patent #7,707,122: “System and method of information filtering using measures of affinity of a relationship.” U.S. Patent #7,885,901: “Method and system for seeding online social network contacts.”
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