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matt babz

WORK HISTORY

Matthew Babiarz | mattbabz@gmail.com | mattbabz.com | 617-652-0008

8 YEARS OF EXPERIENCE IN DIGITAL STRATEGY AND PRODUCTION


PRESENT
2010

EDUCATION
UNIVERSITY OF ROCHESTER

DIGITAL STRATEGIST AND DESIGNER


HOUGHTON MIFFLIN HARCOURT - CORPORATE COMMUNICATIONS
Presented analysis to secure $15 million in budget for overhaul of web presence. Developed interim corporate identity guidelines. Created design and programming for HMHtv, an internal broadcasting system. Led design and development of assigned sites.

Bachelors of Arts Film and Media Production Rochester, NY | 2004 BOSTON UNIVERSITY CORPORATE EDUCATION CENTER Principles and Techniques of Project Management Boston, MA | 2005

2010
2007

DIGITAL MARKETING MANAGER


HOUGHTON MIFFLIN HARCOURT - EDUCATION GROUP
Led team through development of e-mail marketing campaigns. Helped develop programs and partnerships to drive growth of email database to 7.5 million contacts. Implemented and integrated: - Eloqua for marketing automation. - Quickbase for project management. Managed launch and execution of Virtual Sampling, an interactive textbook-assessment platform. Assisted in managing the digital marketing group, as team grew from 3 to 35 employees.

2007
2005

E-COMMERCE MARKETING MANAGER


WAYFAIR INC.
Managed agship store: RacksandStands.com through $30 million revenue year. Led content teams through maintenance and merchandising efforts. Worked with advertising teams to produce PPC campaigns.

2005
2004

PRODUCTION ASSISTANT
UNIVERSAL BUZZ RADIO
Helped edit, mix and produce recorded concerts and interviews of popular indie bands for internet broadcast.

matt babz
FEATURED PROJECTS
2012

Matthew Babiarz | mattbabz@gmail.com | mattbabz.com | 617-652-0008

SKILLS AND CAPABILITIES

Web Design and Development Social Media Marketing Email Marketing Site and Social Analysis Presentation Design Project Management

HMH BRAND AUDIT AND ANALYSIS


Helped perform audit and analysis of HMHs brands and intellectual properties. Led categorization and data-mapping efforts. Led site and social analysis across brands. Produced documentation to support presentation.

2012

CURIOUS GEORGE AT THE ZOO APP


Designed and developed marketing microsite. Created and routed design assets. Helped develop launch campaign with marketing teams.

TOOLS AND PLATFORMS


Marketing Platforms: Eloqua, Aprimo, Quickbase, Silverpop, Vtrenz, SalesForce Adobe Creative Suite: Photoshop, Illustrator, InDesign,Dreamweaver Microsoft Ofce: Excel, Word, PowerPoint, Outlook Analytic Applications: Google Analytics, Web Tends, Radian 6, Meltwater CMS: Drupal, Jahia, Adobe CQ, Wordpress, Sharepoint Video and Audio: Final Cut Pro, Digital Signage Studio, Pro Tools, FL Studio

2011

HMH WEB ANALYSIS


Executed enterprise-wide analysis of HMH digital properties. Developed case for web property consolidation and overhaul. Designed charts and graphics. Won support of major stakeholders and secured budget to pursue enterprise overhaul.

2010

THE GLOBAL EDUCATION CHALLENGE


Developed social ideation forum seeking new ideas to help transform education. Provided counsel to executive leaders and major stakeholders. Led partner assessment and selection process. Provided creative direction and brand management.

2010

THE OREGON TRAIL FACEBOOK GAME


Oversaw design and development of web and social channels. Provided creative direction and information architecture plan. Developed social marketing strategy. Managed maintenance of digital channels through launch. Involved throughout creative planning and game development process.

matt babz
2012

Matthew Babiarz | mattbabz@gmail.com | mattbabz.com | 617-652-0008

HMH BRAND AUDIT AND ANALYSIS


OVERVIEW A comprehensive audit and analysis of all brands and intellectual properties owned by Houghton Mifflin Harcourt in preparation for a major re-brand. My team collected financial and trademark records, and surveyed internal stakeholders to build an official list of active brands and attributes. MY ROLE I was responsible for difcult data work as well as presentation design. I successfully led efforts to map nancial records to active trademarks. I also categorized all brands by explicit criteria like parent brand, brand level, and type, to help inform a brand hierarchy chart, which I later produced. RESULTS Re-branding efforts are currently underway. This research is helping support agency teams, while also providing important information to sales and marketing leadership.

matt babz
2012

Matthew Babiarz | mattbabz@gmail.com | mattbabz.com | 617-652-0008

CURIOUS GEORGE AT THE ZOO APP


OVERVIEW In April 2012, Houghton Mifin Harcourt launched At the Zoo, an app inspired by classic Curious George. MY ROLE I was responsible for the design and development of the apps microsite. I also collaborated with marketing and communication teams to help devise launch plans and media outreach strategies.

RESULTS
At the Zoo was a hit. The landing page was instrumental in the success of the launch campaign, driving 75% of visitors to the app store. - 500,000 First-Week Downloads - 4-Star Rating (April 2012) - #1 Education App (April 2012)

matt babz
2011

Matthew Babiarz | mattbabz@gmail.com | mattbabz.com | 617-652-0008

HMH WEB ANALYSIS


OVERVIEW
Houghton Mifin Harcourt had accumulated a collection of antiquated, yet active sites. While executive leaders were aware the scattered digital landscape might be problematic, the full scope, scale and implications of the companys web presence were not fully understood.

MY ROLE
I analyzed the performance of 65 customer-facing sites and developed a presentation to unite stakeholders. To help articulate the cost of HMHs scattered web presence, I provided competitive comparisons and identied potential revenue opportunities. I estimated that HMH could realize multi-million dollar opportunities by developing advertising platforms and integrating e-commerce and marketing sites.

RESULTS
The presentation raised awareness, united stakeholders and was critical in securing $15M in budget for the digital enterprise overhaul currently underway.

matt babz
2011

Matthew Babiarz | mattbabz@gmail.com | mattbabz.com | 617-652-0008

THE GLOBAL EDUCATION CHALLENGE

OVERVIEW The Global Education Challenge provided a social platform for educationalists, entrepreneurs, and innovators to share and evaluate ideas to improve education outcomes. The challenge was sponsored by the HMH Innovation Fund, a $100 million fund, as well as several teams from across Houghton Mifin Harcourts organization. MY ROLE I led early stage development efforts, shaping the concept, identifying potential platforms vendors, preparing RFP documentation and determining budget sources. After completing the assessment process, I collaborated with creative teams from Fleishman Hillard to develop art direction, and a content strategy to frame the challenge. I illustrated the logo, and created graphics. I also led programming of the sites dynamics, and designed dashboards for internal teams to track the communitys performance. RESULTS HMH awarded $250,000 in cash and prizes and generated 1,700 original ideas from a community of 10,000 participants. The 3 top ideas were presented in a colloquium-style event, held in Washington, D.C., attended by top education thought leaders.

matt babz
2011

Matthew Babiarz | mattbabz@gmail.com | mattbabz.com | 617-652-0008

THE OREGON TRAIL FACEBOOK GAME


OVERVIEW
In February 2011, The Learning Company and Blue Fang Games brought The Oregon Trail to Facebook.

MY ROLE
I led design and develop of OregonTrail.com and managed maintenance of the site up until launch. I also helped develop and execute the go-to-market social strategy, and participated in creative meetings throughout the development of the game.

RESULTS
The game was an immediate success and gained popularity with social gamers and nostalgic fans. The release received national media attention and rode a wave of momentum through launch. - Top National Twitter Trend on Launch Day - 850,000 MAU (February 2011)

matt babz
2009

Matthew Babiarz | mattbabz@gmail.com | mattbabz.com | 617-652-0008

HMH VIRTUAL SAMPLING APP

OVERVIEW When Virtual Sampling was introduced in 2009, it was the rst time an education publisher had offered school administrators, staff, and students the chance to review textbook programs digitally. MY ROLE

I worked on nearly every element of the project, providing creative direction, while programming dynamic marketing programs to track and score leads. I developed landing pages, web forms, and registration emails for all 120+ textbook programs offered in the rst year of Virtual Sampling. RESULTS - Generated 250,000 leads - Has helped HMH realize a 45 percent average annual market share since its release

matt babz
2012

Matthew Babiarz | mattbabz@gmail.com | mattbabz.com | 617-652-0008

CARMEN SANDIEGO

OVERVIEW Teams at HMH are working to develop new strategies to revitalize Carmen Sandiego, an iconic brand with a nostalgic following.

MY ROLE Im actively working with brand leads to develop a goforward strategy. Thus far, we have successfully negotiated a movie deal, identied potential game development partners, and implemented an interim social strategy, which embraces nostalgia.

COMPLETED ACTIVITIES

- Provided counsel to brand leads through movie and merchandising agreements. - Helped develop creative guidelines. - Re-illustrated logo. - Collaborated with social media lead on development of interim social strategy.