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Art Fernandez

PO Box 92 Millbrae, CA 94030 (415) 689-1141 twitter: @silverhallide

SUMM ARY Senior Web Product Manager with 15 years experience in developing digital strategy and managing interactive projects within corporate environments. Possess extensive knowledge in building/leveraging online communities, social networks, SEO, web 2.0, user centered design, and viral marketing. Entrepreneurial team player with strong leadership skills and a proven track record of delivering impactful online programs directly tied to sales lead generation, conversion, collaboration, and competitive differentiation for Fortune 500 companies. PROFESSIONAL EXPERIENCE BLUE SHIELD OF CALIFORNIA May 2010 – August 2011 Sr. Product Manager – Online Strategy Report to: Director of Shared Services Led the formulation and development of Blue Shield's cross-channel online strategy. Facilitated the strategy and cross-portal development for all eBusiness portals (Member, Provider, Employer, and Digital Marketing and Sales). This included the creation and maintenance of channel-level strategy, product strategies, and business and technical architecture roadmaps. Acted as Portfolio Manager for eBusiness – ensuring alignment with overall strategy and identifying platform-level capabilities and product-level dependencies Accelerated development of Health Reform Act compliance program resulting in delivery of the project on time and under budget by 40% for the online channel using AGILE product delivery and estimation Reviewed and recommended technology trends and assess both marketing opportunities and strategic business impacts to maximize market differentiation opportunities Led strategic research and market scans to understand market trends, customer needs and product capabilities to identify new product opportunities, aligned to channel strategy Developed and implemented consolidated reporting and analysis of department portfolio’s alignment to strategic objectives and benefits realized using business case and ROI analysis for large strategic efforts TINFISH MEDIA CONSULTING (Self Proprietorship) 2009 - PRESENT Product Manager and Strategist Brand and Online Marketing consulting and company advisory focused on improving business performance, driving enterprise value and create competitive advantage through the strategic use of technology, SEO/SEM, group collaboration tools, and social media. Providing clients with business process and strategy, and metrics driven marketing programs. Clients: SNI Companies Inc, HireWisdom,, EC Creative Solutions LLC ROBERT HALF INTERNATIONAL 1998 - 2008 Senior Product Manager – Online Channel Development Report to: VP Online Marketing 2006–2008 Built a global emerging technology & social media program from the ground up. Led research and development programs using Web 2.0 technologies, social networks (Facebook, LinkedIn, MySpace, Twitter), viral marketing, content syndication (RSS, Blogs), and mobile device communications. Managed cross-functional teams and external vendors–including viral marketing and content syndication firms to optimize the use of social media and NSO best practices. These efforts resulted in an overall increase in search engine rankings by 25%

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Created a detailed and cohesive go-to market strategy for the company to engage in online marketing using emerging web 2.0 technology and social media for branding and lead generation tied to ROI that guided and shaped the online strategy for the company Developed global best practices enabling the use of social networks for passive recruiting and lead generation for a 15,000-employee field sales organization Defined the process for reviewing technology and assessing both marketing opportunities and strategic business impacts to the company to maximize ROI and market differentiation Established key metrics to monitor and measure the effectiveness of existing and new programs to determine return on investment and benefit to customers Product Manager — Global User Experience Report to: Manager – Technology Strategy 2002–2005 Led all global corporate user experience initiatives for Robert Half (US, Europe, and Asia/Pacific). Interpreted business requirements and online best practices to create online experiences that converted and retained customers. Championed the implementation of customer-centered user experience process with team members (IT, Marketing, Corporate Communications, Senior Management) and external service partners. Directly managed the development of Content Management requirements and developed a multilanguage global user experience for Protiviti (, a $350 million dollar internal audit and risk management consulting subsidiary of Robert Half Designed and managed the implementation of two global user experience models on a portal infrastructure enabling the globalization and localization of two of the company’s businesses online– Protiviti and Robert Half International ( Web Product Manager Report to: Manager – Technology Strategy 2000–2002 Defined and managed the online marketing strategy, functionality enhancements/requirements, business process impact recommendations, project management, release planning and change control management for three of Robert Half’s 7 line of business websites. Directly managed online media buying and vendor relationships with search engines, display rd advertising, and 3 party web developers. Acted as liaison between Corporate Marketing and Developers Designed and managed the development of a candidate online portfolio application for the firm’s marketing and creative staffing division, The Creative Group ( Worked on the development of new Web functionality that tied Front Office and Back Office applications to the company’s 7 external North American websites Defined the Business Requirements for task-based navigation and personalized home page systems for use in staffing and recruiting online Associate Web Product Manager Report to: Manager – eBusiness 1999–2000 Managed Internet marketing strategy, functionality enhancements, requirements development, project management, and business process improvements for,, and Managed the launch of two complete site redesigns that offered enhanced functionality over our competitors Co-Managed the development and product launch of Robert Half’s first creative staffing division ( Responsible for the ongoing relationship with the company’s job board vendors including new program launches and partner selection

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SITE SATELLITE (Self Proprietorship) So. San Francisco, CA Independent Internet Consultant 1996–2000 Project management of Web development projects for a variety of corporate clients in the interactive design, gaming, and B2B sectors. Directly managed and developed search engine optimization strategy and mid-size websites for online marketing campaign promotions and lead generation. SKILLS HTML, CSS, Microsoft Office/Project, Illustrator, PhotoShop, Visio, DreamWeaver, JavaScript, Natural Search Optimization, Google Analytics, Webtrends, Radian6, familiar with Agile development process E D U C AT I O N San Francisco State University CEL Multimedia Studies Program San Francisco, CA Coursework in Multimedia Development - Emphasis in Project Management & Interactive Marketing Humboldt State University Bachelor of Arts, Political Science - International Relations Emphasis Minor, Computer Information Systems and Photography Arcata, CA