Online Marketing - Website Management and Creation

Stephen Craig
Mailing Address: 11610 Autumn Ridge Dr
Austin, Texas 78759
Mobile Phone: 512-695-2013
E-mail: stephencraig@austin.rr.com

QUALIFICATIONS SUMMARY
Seasoned e-Business Marketing Consultant with extensive hands-on relationship building, CRM, technical and financial experience, strategic innovations and envisioning, training and acting as a mentor, database creation, implementation and maintenance, metrics, project management, troubleshooting, site architecture, and e-Commerce platforms. Have top security clearance.

Business Management: Combined 15 years of international and multi-cultural project and people management experience. Versed in public speaking, written communication, team building, and training. Built marketing and sales teams for U.S. Army recruiting that were recognized as best in the United States.
People Management: Experienced Company Commander in U.S. Army of 135 people Headquarters Company (operations), as well as a 35 person Recruiting Company (sales), a 2 person web development team, and numerous virtual teams.
Project Management: Combined 6 years of different types of Project Management, including Recruiting Zone restructuring, “Simple Solution” Product Centers, e-mail campaign creation and execution, numerous web page optimization and site re-designs for Dell.com and Stratfor.com, Promo Execution Process and numerous smaller site projects.
Metrics: Public representative for Metrics Center of Competency. Over nine years experience in statistical, marketing, and demographic analysis. Created Online Metrics Packages for Public, GOV, and DFO where none existed before.

PROFESSIONAL EXPERIENCE

Stratfor (Strategic Forecasting Inc.) January 2008 – April 2008

Director of Online Sales and Marketing
Responsible for the Online Marketing and web presence of Stratfor (www.stratfor.com), a private intelligence company, including weekly marketing email campaigns, PPC strategies, SEO strategies, website and landing page optimization, website analytics analysis and creation, and marketing and landing page design.
• Improved email campaign revenues by up to 133%
• Increased conversion on landing pages by 240% using optimization
• Structured A/B and Multivariate testing for marketing web pages to determine optimum design
• Created and led project for “Product Tour” micro-site

Dell Computer Corporation October 1997 – December 2007

E-Business Marketing Consultant, Dell Public, February 2003 - December 2007
Responsible for the promotional store strategy for the 5 Public Dell.com websites, including Enterprise product focus, Services focus, driving online merchandising strategies, content accuracy, and site optimization. Innovated promotional store concept where none existed before, which generated over $70 million in Q2FY06 revenue, and website optimization, that has influenced over $300 million in revenue during FY06. Considered the SME of Public Online, and used for consulting all things that touch it (email, print, etc.).
• Awarded one of two Marketing Person of the Year (FY05) Awards for Public Marketing.
• Envisioned, designed, and drove online merchandising changes for Enterprise promos which contributed to a 10X increase in revenue generation for them. Online Enterprise promo revenue prior to changes was less than $0.5M a year. After changes were made in Q2, Enterprise promo revenue in FY05 was over $6.6M.
• Analyzed online pricing in Fed, K12, and SLG and drove implementation of standardized pricing to close gap between online and off line discounts.
• Project lead for HiEd Pilot Project to prepare for Global Premier launch. Two key tests delivered over 30% lift in units and 25% revenue for Optiplex, and over 220% revenue lift and over 100% margin lift for flat panel monitors.
• Part of Global Premier Core Team for envisioning, development, launch, and migration of Global Premier platform affecting $5 Billion in annual revenue. Launch and migration were one of most successful at Dell.
• Pioneered metrics packages for online metrics including site traffic, leakage, and revenue tracking, which is reviewed on regular basis by senior management.
• Led Public for Dell.com re-design project, which influences $300M/yr, and SLG online re-design project. Innovated methods which improved navigation and customer experience features.??
• Led or consulted the re-design efforts for all 5 public web sites, with most recently improving leakage metrics and navigation on our Federal and Healthcare web sites.
E-Commerce Manager, Dell Government Segment, August 2001 – February 2003
Responsible for driving online merchandising strategies and site optimization, usability, and the customer experience for Government Sales Segments. Performed Technical Consultant duties for E-Marketing team, including creation and maintenance of email databases and campaigns.
• Created Promotional strategy the GOV websites pioneering the use of Premier stores. Stores generated $4.2 M plus first year. Concept was leveraged across all of Public.
• Conceived and built first email contact database for GOV, generating $30M/yr revenue.
• Grew GOV website traffic over 33% year over year in FY’03.
• Integral part of team that developed marketing strategy for online revenue generation.
• Managed and led online promotional merchandising for all of Public
• Lead Synergy Core Team and recommended adoption of Synergy for GOV in FY’03.
• Integral part of the team the created and executed e-mail campaigns in our Federal and SLG segments. Constructed database, developed process, and consulted on creative aspects of the campaign. Many processes developed then and still being used across all the Public segments.
Online Content Manager, Dell Factory Outlet, August 2000 – August 2001
Beginning with a single website of less than 30 pages, led team that created transactional, public, commercial, and relationship websites with revenue in over $255M, a 63% increase YOY.
• Project Manager for numerous web enhancement projects. These projects resulted in a record breaking first quarter revenue of over $107M.
• Created and conducted e-mail campaigns that resulted in incremental sales of $3.8M.

Senior Technical Support and Project Analyst, Dell Major Accounts Customer Support, August 1997 – August 2000

United States Army October 1984 – January 1997

Chief of Marketing, Army Recruiting, Central United States (Captain), 6th Recruiting Brigade, February 1994 – January 1997
Responsible for conducting and communicating demographic, market share, and statistical analysis for over 1100 recruiters and upper management in the central United States.
• Extensive training in probability, statistics, and regression
• Graduate of U.S. Army Operations Research/Systems Analyst school at Ft. Lee, VA

Regional Sales Manager (South Texas), US Army Recruiting, (Captain) May 1991 – February 1994
• Implemented strategies, designed programs and led recruiting organization to the highest results in the Central United States two years in a row.
• Promoted Recruiting for the US Army through inspirational and motivational speeches to Lions Clubs, Rotary Clubs, Schools, Universities, radio, and TV.
• Led, analyzed and managed the daily sales efforts of 35 recruiters in south Texas
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EDUCATION

2004 Regis University, Denver, CO, MBA, General Business, 2004, Honors (4.0GPA).
2000 Regents College, Albany, NY, Bachelor of Science, Liberal Arts, Cum Laude (3.59 GPA).

Technical: Knowledge of Visual Basic, SQL, C++, Active Server Pages (ASP), XML, and HTML. Certified Dell XML Content Author. Considered expert in MS Excel, Proficient in MS Access, SQL, and Oracle SQL, Proficient in MS PowerPoint.