Looking for someone who understands Marketing strategy & Execution?
I am an intuitive & ambitious marketer Who has worked as in-house or as a consultant for companies in the consumer internet, b2B, SAAS, e-Commerce, edtech, musictech, and on-demand service space.
WAnt an overview of my work experience?
benjshap LLC
benjshap LLC
Brand Development & Marketing Strategy Consulting
Give your brand a voice
benjshap LLC
benjshap LLC
Brand Development & Marketing Strategy Consulting
Give your brand a voice
President & Managing Director
I am a brand development & marketing strategy consultant & the managing director of a network of boutique consultants. My network and I help our clients identify, reach, and monetize their most profitable customers.
Nov 2015 - Current
Responsibilities
Business Development
PIPELINE DEVELOPMENT | Invented a personalized & scalable approach to email marketing to drive prospect engagement.
SERVICE STANDARDIZATION | Simplified sales-cycle by productizing Brand Dev & Marketing Strategy service offerings.
DEAL NEGOTIATION | Established goal alignment with clients to mitigate risk and ensure shared upside.
Client Services
OPPORTUNITY EVALUATION | Performed internal audits of marketing operations to identify strengths & areas for growth.
CHANNEL VALIDATION | Created efficient and cost-sensitive methodology to test & evaluate marketing hypotheses.
OPTIMIZE & SCALE | Developed infrastructure and relationships to standardize & scale marketing operations.
Network Development
COMMUNITY CULTIVATION | Created a forum for boutique consultants to make connections & share best practices.
MEMBER RECRUITING | Developed relationship with vertical-specific consultants to expand product offering.
RELATIONSHIP MANAGEMENT | Leveraged community & shared resources to stay connected to network members.
Achievements
hired by top-tier vc-backed orgs
Founded networK of consultants
created multiple lines of revenue
consistently Profitable
Rinse
Rinse
Dry Cleaning & Laundry Delivery Service
Clothing care for your entire closet
Rinse
Rinse
Dry Cleaning & Laundry Delivery Service
Clothing care for your entire closet
Vice President of Marketing
As Rinse's first marketing hire, I led the marketing department for 17 months as the company grew from a fledgling startup to a VC-backed and A-round funded company.
June 2014 - Nov 2015
Responsibilities
Branding
CUSTOMER RESEARCH | Identified 30 year old females as most profitable target customer
IDENTITY | Leveraged fashion-forward life-style imagery to highlight the benefit of Rinse's service offering
STORYTELLING | Positioned the service to solve for all clothing care needs vs a commodity laundry product
USER ACQUISITION
ADVERTISING | Implemented SEM, social & out-of-home ad strategy to increase reach in small service area.
VIRAL CONTENT | Created garment care content for distribution amongst fashion brands and influencers
BUSINESS DEVELOPMENT | Negotiated partnerships with fashion brands & likeminded on-demand services
RETENTION
EMAIL MARKETING | Segmented list to provide appropriate outreach for prospects, customers and lapsed users
FUNNEL OPTIMIZATION | Identified opportunity to engage prospects with incentives to increased conversions
REMARKETING | Used social media, email, direct mail & SMS to re-engage non-converting customers
Achievements
-40% COST PER ACQUISITION
+15 INCREASE IN ORDER VALUE
+5X ACTIVE CUSTOMER BASE
Double digit M/M REVENUE GROWTH
Handle
Handle
Workflow Management productivity system
Think outside the inbox
Handle
Handle
Workflow Management productivity system
Think outside the inbox
Head of Marketing (Consultant)
As a consultant, I led Handle's marketing efforts and pushed the company towards a rebranding project in line with a product pivot that focused on addressing the challenges facing the modern knowledge worker.
September 2013 - September 2014
Responsibilities
Branding
RE-POSITIONING | Worked with product teams to conduct customer research that led to the company refocusing towards the modern knowledge worker.
USER ACQUISITION
MOBILE APP INSTALLS | Acquired first +1K app installs at <$2/install using automated bidding & like-audience targeting strategies.
RETENTION
ONBOARDING FUNNEL | Collaborated with engineering team to integrate custom onboarding funnel tracking to evaluate product/market fit.
ACHIEVEMENTS
Defined Knowledge worker as target customer
ISOLATED EMAIL OVERLOAD AS MOST CRITICAL PAIN POINTS
ACQUIRED COMPANY'S FIRST 1K APP INSTALLS
StrumSchool
StrumSchool
Beginner Guitar Lesson Service
Go from Zero to Guitar Hero!
StrumSchool
StrumSchool
Beginner Guitar Lesson Service
Go from Zero to Guitar Hero!
Founder & CEO
I founded an on-demand marketplace to connect beginner guitar students and professional teacher through pre-recorded and live video lessons. To date the site has been visited by +400K teachers and aspiring guitarists.
December 2010 - Current
Responsibilities
PRODUCT DEVELOPMENT
PRODUCT STRATEGY: Conducted industry and competition analysis to determine risk & opportunity size
WEBSITE DESIGN | Created spec and led contract agency to design intuitive mobile-responsive web product
WEB DEVELOPMENT | Recruited and managed freelance developers to produce fully functional MVP using Wordpress
CONTENT CREATION
TALENT MANAGEMENT | Recruited teachers & negotiated rights to film video lessons for commercial use
VIDEO PRODUCTION | Designed cirriculum, directed, filmed and edited series of instructional videos
BLOG CONTENT | Hired a team of freelance writers to produce high-quality viral content for ~$15/article
USER ACQUSITION
SEO OPTIMIZATION | Created site structure and linking strategies to maximize organic value of content
VIRAL SYNDICATION: Reached subject matter enthusiast groups on Facebook & blogs to syndicate content
SOCIAL NETWORK ARBITRAGE: Used freelancers to reach potential customers expressing interest in guitar on Twitter.
ACHIEVEMENTS
REACHED +400K USERS ON <$10K MARKETING BUDGET
PRODUCED WORLD-CLASS GUITAR VIDEO AND BLOG INSTRUCTION CONTENT
RECRUITED, HIRED AND TRAINED STAFF OF 25 PROFESSIONAL GUITAR TEACHERS
BOOTSTRAPPED DESIGN AND PRODUCT DEVELOPMENT FOR <$25K
eBay
ebay
eCommerce Platform
The world's largest online marketplace
eBay
ebay
eCommerce Platform
The world's largest online marketplace
Manager of Business development & SEO
I got my start in the tech industry as a member of the Internet Marketing team at eBay. I was promoted twice for managing relationships that generated $90M in yearly revenue. I later transitioned onto the SEO team, where I led the company's effort to outsource its content creation efforts.
June 2005 - June 2013
Responsibilities
Business Development
PARTNER PROSPECTING | Sourced and evaluated potential partnerships with software and hardware manufactures
NEGOTIATIONS: Worked with legal team and partners to agree to terms for software distribution agreements
ACCOUNT MANAGEMENT | Managed ongoing relationships of fixed placements including toolbars & browser extensions
Product development
PRODUCT STRATEGY | Developed a browser extension that injected contextual-product content
PRODUCT DISTRIBUTION| Leveraged Skype client as a distribution tool to distribute browser extension to 20M users
RELATIONSHIP MANAGEMENT | Facilitated agreement between Skype & eBay senior leadership teams.
Content & SEO
SEO STRATEGY | Created product content creation strategy focused on using freelancer community.
CONTENT PRODUCTION: Managed process to produce 250K pieces of product description copy.
PRODUCT PAGE OPTIMIZATION: Drove +$25M incremental revenue by prioritizing product pages over search results pages
RESULTS
NEGOTIATED SOFTWARE DISTRIBUTION AGREEMENTS THAT GENERATED $90M REVenue per YeaR.
Managed development & distribution for a browser extension that was downloaded by 20M users
Created strategy That garnered approval to spend $2M to produce 250K pieces product description content.
Managed relationship between EBAY & SKYPE to get parties to agree to use skype client as a software distribution channel
Let's chat
Let's chat
Looking for Marketing Support? i'M HERE to help!
Let's chat
Let's chat
Looking for Marketing Support? i'M HERE to help!