Today I’m VP Marketing: Media & eCommerce for Bai Brands, the creator of one of the fastest growing beverage brands in the US today- the Bai line of Antoxidant Infusions. Bai currently ranks No. 127 on the Inc. 500 list of the fastest growing private companies, and was named to the Forbes 2015 list of America’s Most Promising Companies, ranked in 13th place among the top 100 recognized organizations. For Bai I focus on marketing, digital marketing, eCommerce, brand strategy, positioning, advertising and media.
My digital media experience dates back before the web to 1992, when I headed up the ad strategy team for the Prodigy Online service at the ad agency Cliff Freeman and Partners (Division of Saatchi & Saatchi). Several years later (in 1996) I had my first experience with search—heading up the AltaVista Search Engine account at DDB advertising (AltaVista was the Google of the late ‘90’s, powering Yahoo Search. For a great account of how AltaVista missed the chance to be the Google of our time, read John Battelle’s The Search). In ’97 I joined CMGI’s AdSmart Network, one of the pioneering display ad networks developing the earliest forms of audience targeting , using what the Wall Street Journal profiled at the time as “huge databases filled with information about consumers” (read the Journal’s article about CMGI’s early work in “Online Ad Titans Choose to Bet Big In Race to Trace Consumers’ Web Tracks” ). In late ’98 I joined Winstar Interactive Media—a site specific rep firm (functioning as an outsourced sales force and sales strategy consultancy) for sites like the search engine Ask Jeeves (later Ask.com), the search engine Northern Lights, and media brands like BHG.com (Better Homes & Gardens online). In May 2001, I joined Advance Digital, part of Advance Publications / Conde Nast (the 14th largest U.S. Media company according to AdAge) as VP Marketing. There I led teams focused on Search Engine Optimization, Social Media Optimization, Content Marketing, Paid Search, and Analytics for 12 U.S. local media sites, including NJ.com, cleveland.com, Oregonlive and Nola.com. I also headed up our Search and Social Group offering SEO and Social Marketing Services to local and regional businesses. In 2013 I joined Bai Brands.
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