Reach me by e-mail at:
alpern@hotmail.com
David S. AlpernUSC MARSHALL MBA 1996
SUMMARY OF QUALIFICATIONS
Online Marketing MBA with an accomplished 11-year track record of drivingmarket share gains, revenue growth, and profit in Fortune 1000 and small-mid
sized businesses. Industry background in automotive, education, healthcare,
media, search, retail, credit and travel. Numerous successes leveraging traditional
and emerging Internet channels to spur sales, ecommerce, traffic and lead generation
solutions within organizations operating at Internet speed.
EXPERIENCE
- Tier3Digital – Start-up firm generating and selling leads to local dealer groups and regional
- automotive clients. Serving as Director of Market Strategies, Sales and Business Development
- Above Line Media – Head of search. Start-up lead gen firm. Clients in education and health.
- Reduced CPC by 28%; grew inbound traffic 52%. Landing page design, conversion behavior
- Interactive Buzz - Viral awareness and social media seeding campaigns. Clients in healthcare,
- consumer goods (Del Monte, Unilever). Role of Vice President for Client Services and BizDev
- Tier3Digital – Start-up firm generating and selling leads to local dealer groups and regional
Managing Director
Interactive alliance sales with several search, lead generation, and social media firms, along with
direct optimization engagements for clients in manufacturing, services, and career technical colleges.
- Client campaigns in automotive (Mazda), travel (Expedia), QSR (Del Taco),
- restaurants (Roy’s Hawaiian Fusion), home improvement (Black & Decker),
- non-profit and healthcare (Orange County Marathon, JDRF)
- Managed $500,000+ monthly budgets to support traffic & lead generation goals
- Doubled Mazda traffic's KPIs (key performance indicators = conversions) in first four months
- tripled PPC budget over two years, reduced CPL, innovated, launched,
drove traffic to social media platforms, forums, games, and contests- Frequent sales pitches resulted in annual new business client billings in excess of $60,000
- Social media viral awareness and seeding strategy development on behalf of several client campaigs
- Client campaigns in automotive (Mazda), travel (Expedia), QSR (Del Taco),
Account Director, Search Marketing
Launched the new search department for the advertising agency’s west coast clients and prospects.
Oversaw interactive team's SEM campaign strategy's growth, media planning, and analytics.
- Course topics include paid placement, SEO, B2B, loyalty, eCommerce sales, online behavior,
- analytics and measurement, PR, web tools, usability, advertising, website design, rich media
- Extensive waiting list of students eager to become the next generation of Internet marketers
- Course topics include paid placement, SEO, B2B, loyalty, eCommerce sales, online behavior,
University Instructor
Taught popular upper division Internet Marketing course in the College of Business Administration.
- Oversaw $40 million affiliate marketing campaign targeting prospective student leads
- Managed a team of 5, including developers, copywriter, web designer, and account executive
- Developed and launched complete website redesign, directing efforts of Tribal DDB agency
- Implementation of SEO techniques and strategies to improve site relevancy and search results
- Oversaw $40 million affiliate marketing campaign targeting prospective student leads
Director of Online Marketing
Led all Internet lead-generation and Web 2.0 strategies to drive school admissions for 134 campus locations
in the USA & Canada: Search, site design and usability, social media, behavioral targeting
- Oversaw all traffic acquisition: Pay-per-click (PPC) cost-per-click (CPC),
- Paid Inclusion, online banner campaigns (CPM), and search engine optimization (SEO)
- Reached eight million monthly unique visitors and break-even revenue
- within six months after launch
- Search engine marketing (SEM) campaign of nearly 3 million keywords on Google
- AdWords, Yahoo Search Marketing (Overture & Search Submit Pro Paid Inclusion),
- ePilot, MSN's adCenter auction system, and Ask.com's Sponsored Listings
- Recognized by comScore Networks as the fastest growing property by
- percentage growth in unique visitors in November 2005, and by Nielsen//NetRatings
- as the third largest sponsored link advertiser on Google in January 2006
- Develop & write all press releases & investor relations earnings
- announcements (Nasdaq: INCX). Listed as primary point of contact
- Lead a team of four analysts conducting online marketing segmentation and
- optimization studies by campaign, geography, industry, and advertiser
- Oversaw all traffic acquisition: Pay-per-click (PPC) cost-per-click (CPC),
Online Marketing Manager
Develop SEM & SEO strategies to attract unique visitors
and page views to grow and monetize the site.
- Managing core national business database product for $12 million direct mail division
- Revenue growth of 50% in first year due to revised pricing strategy,
- operational innovations, product plan development, reporting re-alignment,
- new product launches, design of product collateral, new sales force recruitment,
- and introduction of BizInsight portal to generate new leads and fulfill orders
- Negotiated and approved price adjustments for large strategic orders
- and prospecting test programs
- Published article on How Data Enhancement Can Improve Your CRM Program
- Presented sessions for the national Direct Marketing Association, B2B,
- NCDM (Database) conferences, and Experian University training in
- Lincoln, NE, Schaumburg, IL, and Costa Mesa, CA
- Managing core national business database product for $12 million direct mail division
Product Marketing Manager. B2B Direct Marketing Solutions
Develop and manage direct marketing products that enable organizations
to find their ideal prospects and make informed decisions to refine
and personalize existing business relationships.
- Lowered costs 39% by tracking response rate to advertising
- and pricing promotions in 13 markets marketing, and site revenue excel reports.
- Directed team of 8, tasked with designing the taxonomy (categorization)
- of the web site launch of the web site launch
- Increased revenue 65%, coupled with a 40% growth in partnerships,
- by creating competitive analysis, primary and secondary
- marketing research, and industry benchmarking studies
- Led periodic on-site training sessions at sales offices in
- San Jose, Los Angeles and Chicago
- Designed solutions for sales, operations, finance divisions:
- CRM database, client/server interface, data mining, revenue and
- capacity utilization tracking systems, partner retention, advertising ROI
- Vendor Relationship Management – EDI implementation across vendor supply chain
- Awarded 1999 Employee of the Year
- Lowered costs 39% by tracking response rate to advertising
Senior Manager, Sales and Strategic Partnership
AltaVista/Shopping.com adapted and reinvented its Business Strategy
from an Internet E-tailer to a Top 3 E-Commerce portal. Held management
positions to develop alliances for these distinct business models.
- Increased sales by developing analytical tools to track
- and evaluate circulation, expenses, revenue
- Improved home delivery retention 15% by collaboration with
- customer service and advertising
- Finance Projects - Revised incentive plans, agent fees,
- and retail sales rack cash flow yields
- Affinity marketing projects with Orange County Fair,
- Edison Field, Angels, area Cable systems
- Member of Los Angeles Times Management Conference
- Increased sales by developing analytical tools to track
Manager, Budget and Planning. Orange County Edition Consumer Marketing
Responsible for marketing project management in a declining newspaper market.
- KFWB NewsRadio, Los Angeles, California;
1992 - 1997
- Analysis of sales variances for traffic and news divisions
- Booked advertising spots versus actuals, including calculating
- impact on revenue, commissions, and available capacity
- Analysis of sales variances for traffic and news divisions
Advertising, Sales Financial Analysis
- Facilitated further integration of symphony with local educational
- institutions to foster increased awareness levels, leading to
- growth in subscriber base and sponsorship revenues
- Concentrated use of perceptual mapping surveys, beta sites, strategic profiles,
- and cluster sampling
- Facilitated further integration of symphony with local educational
Marketing Consultant
EDUCATION
- Research Assistant -- Management and Organization Department;
- Honors: Dean's List: Fall 1995 and Spring 1996; Dean's Fellow
- President of EVMA (Entrepreneur and Venture Management Association)
Master of Business Administration, Concentration: Marketing and Finance
-
University of California, San Diego, San Diego, California; 1990
- Provost's Honors List, UCSD and Miller Foundation Scholarships;
- Teaching Assistantship--Financial Accounting, Earned 40% of college expenses;
- UC Education Abroad Program - Hebrew University, Jerusalem, Israel
- Founding Father of Alpha Kappa Psi Professional Business Fraternity
Revelle College, BA Economics
ADDITIONAL INFORMATION
- Business Plan Consultant - Founder of MBA Business Plan
- Teaching Experience: ECA - Mr. Wizard, Plymouth, MI, 1991-92;
Beth Shalom, Santa Ana, CA, 1990-92; Beth El, La Jolla, CA, 1988-90 - Skilled in MS Office 97 (Excel, Access, PowerPoint, Word, Project),
JD Edwards, HTML, Harvard Graphics, and BASYS - Highly fluent, non-native speaker of Hebrew
- Combat Military Medic - Israeli Defense Forces
- President, 1996 USC MBA Entrepreneur and Venture Management Association
- Fundraising and volunteer work for National Public Radio, Jewish Federation, and LA Works
- Sports: Tennis, Bicycling, and Gym
- Lived and worked in Israel; Traveled extensively throughout Europe and the Middle East
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