Burt Rosen

2420 NW Benson Lane Portland, OR 97229 VP Digital and Customer Experience, Knowledge Universe (203) 470-9948 jburtrosen@yahoo.com www.CMOresume.com www.middleagedmountainclimbers.com


Accomplished senior level interactive and traditional marketer known for creativity and innovation. Areas of expertise include interactive marketing, acquisition, social media, customer engagement, broadcast, education, travel and loyalty marketing, team building and leadership

Knowledge Universe July 2009 VP Digital and Customer Experience Responsible for all digital and customer experience initiatives across all Knowledge Universe brands including KinderCare, CCLC, KC Distance Learning, The Grove School, Champions. Primary areas of focus include website development (website development, website merchandising, conversion optimization and analytics), social media efforts, and all acquisition marketing efforts (including SEM/ SEO, lead generation, partnerships, digital brand advertising, yellow pages (print and internet)). All areas include strategic leadership, program implementation, measurement and analytics. Responsibilities include: • Website development and ownership • All visioning and website development for all brands • Vision development based on existing customer data, industry trends and customer needs analysis • All strategic site elements including wireframes, site maps, feature matrices • Creative oversight including Information Architecture, Design, Copy • Community development and management • Agency management including digital marketing and website development • Project management (high level) • Identifying, sourcing and contracting with Enterprise wide platforms including analytics, testing and optimization, content management • Site optimization for conversion, relevance and user experience • All content sourcing, development, implementation and distribution • Content management rollout across the organization • Strategic plan development for the business and all marketing efforts • Success measurements and metrics for all initiatives (web site, acquisition, social media) All digital marketing efforts • • Acquisition channels (SEO/SEM, affiliate, online lead generation, yellow pages, internet yellow pages, partnerships) • Social media • Branding channels All yellow pages efforts • • Print Yellow Pages • Internet Yellow Pages Cross enterprise communications, collaboration, and education • • Close integration with our call center and CRM teams

Starwood Hotels & Resorts May 2005 - December 2008 VP SPG & Brand Interactive Marketing February 2008 – December 2008 Continued leading the Brand Interactive Marketing team and interactive and call center strategy for all nine Starwood hotel brands • Assumed additional responsibilities leading all Starwood Preferred Guest marketing (Starwood Preferred Guest is a loyalty program comprised of the nine Starwood hotel brands) • Led strategy and program implementation for all acquisition, member engagement, promotions and all loyalty marketing efforts • Led all email marketing efforts including segmentations of membership, creative development • Participant in development of CRM ideation for Starwood Hotels • Led utilization of all channels including hotel, online (SPG.com and related web sites), call center, email, offline marketing channels, PR, social networking • Responsible for development of SPG marketing platform, the evolution of current marketing efforts and future iterations of the program, including three year strategic marketing plans • Accomplishments include launching of SPG You Choose, and numerous member engagement efforts • Collaborated with brand, field and divisional marketing on all efforts • Managed budget of $40 Million plus • Managed direct marketing, interactive media and creative agencies and web 2.0 agencies • Led an SPG marketing team of seven and Brand Interactive Marketing team of eleven VP Brand Interactive Marketing August 2006 –April 2008 • Managed a team responsible for leading interactive marketing, integrated marketing, web site development and call center strategy for nine hotel brands and the loyalty program (Starwood Preferred Guest) • Co-owner of a $2 Billion in revenue plus web channel • Drafted and presented three year strategic plan for Global Web Services • Led numerous innovation projects including blogs, Web 2.0 and other initiatives • Key participant in Starwood Cross Marketing team that analyzes all marketing and advertising efforts across all offline, online, PR and marketing initiatives including media strategy, media mix, measurement, reporting and creative. • Accomplishments include driving substantial growth in revenue, PR and awards • Managed web design, marketing and media agencies • Managed fourteen associates Sr. Director Brand Distribution May 2005 – August 2006 Responsible for leading Interactive Marketing, Web Site Development and Call Center strategy across Starwoodʼs eight brands, the Starwood Preferred Guest Program and the Starwood Vacation Ownership program • Led a team of 9 Directors that each has responsibility for one specific brand • Developed three year strategic plan, and presented the plan across all levels of Starwood • Regularly interface with senior leadership and brand leaders • Developed innovative programs and established Starwood as the leader in digital marketing channels • Responsible for managing internal business processes and systems in order to optimize revenue generation through Starwoodʼs websites and call center • Received recognition as ʻBest in Class” for team engagement in annual associate survey Avenue A Razorfish Account Director June 2004 – May 2005 • Led all Starwoodʼs interactive marketing efforts including online media, search engine marketing across both branding and DR objectives • Developed and managed Client relationship at all levels, strategic direction for Starwood and Avenue A team, team management (6 team members) and development, agency financials, business development

• Responsible for strategy surrounding acquisition, customer segmentation and targeting, and reporting and analytics Modem Media August 1999 - May 2004 Director, Marketing Strategy & Services January 2002 – May 2004 Responsible for strategy and implementation of online advertising and website development programs for Philips, Marriott, and Delta Air Lines • Managed all Modem Media engagement operations and client relationships for designated clients • Represented the client internally at Modem and was responsible for being versed in and helping to establish client business building strategies Associate Account Director July 2000 – January 2002 Client lead on GE, Benjamin Moore, JCPenney • Responsible for leading online marketing, including strategy, content, quality, financial and budgeting, schedule, internal team and client relationship (all levels) • Built account strategies, identified business-building opportunities and trained junior staff in client management Account Manager August 1999 – July 2000 • Responsible for the GE client relationship and overseeing the ongoing management of the GE account and final delivery of the Modem Media product. CBS Network Director New Bus. June 1998 – Aug. 1999 Responsible for developing new business leads and supporting network sales staff with research, targeting and presentation materials Univision Account Executive March 1996 – March 1997 • Responsible for local TV ad sales and promotional programs for Spanish language station (Univision affiliate) • Responsible for marketing the benefits of Spanish language advertising to general market advertisers and agencies Raycom Sports Mgr. West Coast Sales March 1995 – March 1996 • Responsible for establishing Raycom presence on West Coast and for all west coast advertising, marketing and integrated sponsorship sales efforts NBC Network Television June 1987 – March 1995 • Network Sales Account Executive - 1992-1995 • Regional Sales Account Executive - 1991-1992 • Manager Out of Town Pricing 1989 - 1991 • Prime time Media Planner - 1988


Speaking Engagements MIXX 2007 –New York Second Life September 2007

PhocusWright Travel 2007 – Orlando Second Life iMedia Summit 2007 – Lake Las Vegas Balancing Branding and Direct Response

November 2007

February 2007

iMedia Summit 2003 – Beaver Creek Colorado Traditional and Online Agency Integration

December 2003

eTail 2006 – Palm Desert California Building Brands: Delivering a Brand Centric Customer Experience

February 2006

Eye for Travel – Chicago 2006 Innovative ways to relay your marketing message and sell to your customers

October 2006

Education University of Chicago Hebrew University Bachelor of Arts in European History Junior Year Abroad June 1987 1985-1986

Burt Rosen Experience Elaborated Social Media I have extensive experience leveraging social media on behalf of brands. While at KU I launched the FaceBook presence including social media and response processes. While at Starwood I spearheaded the development of the first hotel travel blog dedicated to travel content (as opposed to program content), www.thelobby.com. I developed and authored the vision and development of www.sheraton.com, built on user generated content and the first major brand to bet its success on its users (other brands used micro-sites). I was heavily involved in the measurement strategy around UGC on Sheraton.com to determine the impact of social media on hotel bookings. I have driven numerous initiatives involving blogs, FaceBook, distributed content, guest and member engagement and research efforts to better understand how SPG members engage with social media. I was also involved in direct conversations with SPG members through a variety of means including webinars, phone calls, and a 3rd party frequent traveler site, www.flyertalk. One of my last projects, although small, was a labor of love that highlighted all of the cool work we did at Starwood with a number of social media apps built in, www.room-51.com. I also launched Starwoodʼs video portal, www.SPG.tv which in corporates a number of social media capabilities. In addition to efforts on behalf of Starwood and others, I author two blogs, Tweet, am on FaceBook (friend me!), LinkedIn, 12Seconds, TripIt and others. My social media efforts helped me to land my current position at Knowledge Universe. Online Media - Acquisition I am fluent in all online acquisition tactics including search strategy, affiliate marketing, behavioral targeting, direct response and all corresponding analytics and measurement techniques. I have led measurement studies to determine how branding media effects DR results and search queries and have led acquisition efforts at Modem Media (Delta and Marriott), Avenue A (Starwood and Carnival Cruise), Starwood and KU. Online Media - Brand I have led the strategy and cross functional teams (creative, media, strategy, measurement, project management) across numerous award winning efforts for Delta, Starwood, KU and others. In addition to winning awards for creative and media, I have led cross channel measurement initiatives to measure the impact of the programs. My biggest focus is how brand media can drive ROI over time, its something I was working on for Westin. I am a holistic marketer and want to see measurement evolve to prove holistic marketing works. Web Development Most recently I oversaw the strategy and vision for redesigns for all Starwood branded web sites including www.sheraton.com, www.lemeridien.com, www.luxurycollection.com, www.spg.com, and others. My team was charged with doing the research, developing the vision (inspiration, objectives, success criteria) and leading

cross functional teams made up of creative, technology, measurement and analytics and project management. I am currently leading all efforts to redesign the KU web sites including the sites, blogs, content management platform, web analytics and site testing and optimization platforms. Loyalty In addition to leading brand interactive and call center strategy at Starwood, my last position had me responsible for all marketing (online, offline, hotel, promotional, member communications) for Starwood Preferred Guest (www.SPG.com). I led development of the most successful promotions in program history (SPG YouChoose), development of all direct mail, email, print ads, collateral, member cards etc. I also instigated and led numerous member engagement efforts including recognition events and webinars with member participation. Last but not least I was responsible with constantly trying to reinvent the concept of “loyalty”. Agencies I worked for 6 years in account management at interactive agencies (Modem and Avenue A) leading efforts including web site development and interactive marketing for clients including Starwood, GE, Delta, Marriott, Philips, JCPenney, Kodak and others. I also helped to build an internal digital agency at Starwood creating and leading a client services team that acted as the single points of contact between the web and call center teams and the brands and other stakeholders. While at Starwood I also managed and directed numerous agencies including online media, interactive marketing, research, and offline and loyalty/direct marketing agencies. At KU, I have sourced and managed multiple agencies for web site development, digital marketing. I have presented to all levels of clients while at agencies and had numerous presentations to the CEOs, CMOs, Presidents and other leaders at Starwood and at KU. I currently report to the CMO and have presented to the CEO and executive committee numerous times.