You are on page 1of 3

DARYN SAMUELS dsfe55a8@westpost.net 404.550.

8152 PROFESSIONAL SUMMARY Innovative, multiple award-winning entrepreneurial marketer with more th an 15 years experience in launching successful high-tech products and services i n the media industry, beginning with an 8 year career at Turner Broadcasting. In every position increased ROI, distribution and overall business integration by more than 100%. Strategic marketer that has created new market demand in numero us evolving industries, including cable and satellite, mobile marketing, adverti sing, media buying and branded digital entertainment. EXPERTISE Digital Media Emerging Technologies Behavioral Targeting Viral Marketing Acquisition/Retention Strategic Partnerships Web Development Media Integration Channel Marketing Consumer Promotions Branding/Licensing Advertising Sales EXPERIENCE MEDIA BROKERS INTL/MEDIAFICHE, Atlanta, GA, 2007-Present Chief Marketing Officer Recruited by CEO to lead all marketing functions for media buying agency, leadin g to designation as 2008 & 2009 Inc. 500, Top-50 Media Company. Responsible for creating revolutionary media buying tool, MediaFiche, due to launch in 1Q 2011. Drive daily execution of project, including site architecture, web development , strategic partnerships, branding, revenue model, analysis, creation of sales c ollateral and long-term development planning. Start-up recently evaluated at 20X original investment in 2 years. Liv.ID Media, Atlanta, GA, 2007 VP, Sales & Marketing Designed go-to-market strategy for start-up digital media company. Led entire pl anning process, including development of brand identity, demographic & psycho-gr aphic targeting model, business plan, value proposition, and media kits. Respons ibilities also included formulation and management of proprietary ad server, web site mapping and development of branded entertainment, advertising partnerships, and video player functions. POLLCAST.COM, mobile marketing, Atlanta, GA, 2003-2006 VP, Wireless Marketing Recruited by CEO to devise brand marketing strategies and strategic alliances fo r first-to-market U.S. mobile polling company. Managed development plan for goto-market strategy and secured strategic partnerships with Coca-Cola and Marriot t Hotels. Constructed first-ever, proprietary interactive consumer platform tha t transformed cell phones into 2-way advertising and polling devices. Successfully tested, launched brand to deliver instant interaction, insight, an d impact to clients while protecting consumers rights to privacy, compensation, and control. Completed market test in all key verticals with an average of 70% consumer response rates.

THE WEATHER CHANNEL/WEATHER.COM, Atlanta, GA, 1999-2002 Director of Integrated Marketing Conceived and led implementation of integrated vision for network and Top-20 web site developing cross-platform strategies and tactics that secured incremental r evenues. New positioning maximized corporate assets across multiple technology p latforms by adding multiple consumer engagements, resulting in incremental ad sa les revenue opportunities. Established key sponsorships, interactive consumer e xperiences and alliances for new brand extensions involving first-tier brands su ch as Delta Airlines and PGA TOUR. Daily collaboration with highest levels of ma nagement to ensure maximum cross-promotion potential. DARYN SAMUELS, 404/550-8152, dsfe55a8@westpost.net (page 2) (weather.com continued) Redefined advertising sales strategy to focus on new consumer insights; surpass ed integrated advertising sales goals by more than 150% in the first year Secured senior management support for launched new licensing program to extend brand; led achievement of 2 major foundation deals with royalty guarantees of $1 M+ in year 1. Negotiated 4 year partnership with PGA TOUR as Official Weather Forecaster, lev eraging assets of partnership to package golf content on-air and Online. Manage d internal, external cross-functional teams to optimize partnership. New content generated $2M+ in incremental ad revenue in year 1 and $10M+ in off-channel med ia impressions. Led development of new cause-equity program, Rays Awareness, designed to promot e sun safety and skin cancer awareness. Named 2001 Beacon Award Recipient. Director of Affiliate Marketing Restructured and led team of 10 to innovate and re-brand The Weather Channels pr esence to over 7,000 affiliates, representing 80M+ households. Introduced and c ultivated new profitable sponsorship opportunities, including B-2-C national pro motions and new integrated trade positioning aimed at increasing network value. Developed annual marketing plans, executed against $3M budget that garnered $40 M+ in media exposure. Convinced company president to invest in first national affiliate promotion cre ated to drive trial of new key programming with minimal investment; generated $2 5M+ in media in Top-20 DMAs. ROI of 50:1, making Live By It one of the most suc cessful cable promotions on record. Directed national trade/consumer promotion, Eye of the Storm Sweepstakes, in tu rn driving increased trial, awareness and ratings of STORMWEEK. Awarded 2001 CTA M Gold Mark Award for Best Consumer Promotion. Managed alignment of marketing initiative with affiliate sales goals to increas e new product distribution of new digital service and secure more profitable con tract renewals for core service. Weatherscan Local named one of cable best new d igital services by Ad Age. Led new cable trade positioning, ultimately expanded company-wide as new brand identity campaign. Nominated for Two Addy Awards in 2000 for Live By It trade c ampaign. Authored, directed niche-media advertising campaigns, customization of all sale s collateral and marketing communications at national trade shows. TURNER BROADCASTING/CARTOON NETWORK, Atlanta, GA, 1992-1999 Trade Marketing Manager Planned, executed strategic marketing efforts to increase Cartoon Network distri bution, retention and brand awareness among consumers and cable & satellite affi liates. Successfully drove market demand for new network, Cartoon Network, recog nized as industrys fastest-growing basic cable channel in history! Developed and managed several national and locally-sponsored touring events tie

d to on-air promotions and distribution efforts, i.e. Dive-In Theater, CoolToons Mobile, CTN Wacky Racing, SMASH Tennis, MaTooneys, and more. Created innovative consumer request program on cartoonnetwork.com, generating m illions of network inquiries. Awarded 97 Promo Magazine Award of Excellence for most innovative on-line consumer request program. Collaborated with sales account directors to design high-impact, targeted direc t mail campaigns. Awarded 97 Gold Mark Award for Scooby-Doo direct mail piece. Managed national trade show presence to dramatically improve industry exposure. Awarded 1997 BDA Award for Cartoon Networks "The Toons Are Taking Over" Trade S how Booth FREELANCE PROJECTS, 2004-Present Branding, loyalty marketing and strategic planning for Trump Towers, Warner Musi c Group, Limited Brands, Radio Shack, Caribou Coffee, Motorola, NASCAR and vario us movie releases and much more. EDUCATION Bachelor of Arts, Webster University, Washington University, 1991 Major: Media Communications Minor: Marketing and Public Communications