Resume

Dave Morse

13424 Bellshire Lane • Westfield, IN 46074

(317) 919-3400 • dave.morse@gmail.com

Nutshell

“Internet Marketing & Technology Strategist”

  • Internet marketing strategist skilled at using technology to help companies raise awareness, drive sales/conversions, and boost customer satisfaction.
  • Uniquely adept at flexing both sides of the brain—deep experience with web technology combined with expertise in traditional “outbound” and online “inbound” marketing strategies.
  • Passionate about understanding people and helping them succeed.

Highlights

  • Integrated Interactive Marketing:  Experienced in collaboration with cross-functional groups to plan and execute traditional & online campaigns
  • Technology:  Passionate about all things web-related as a former software engineer/web developer
  • Product Management:  Complete product development lifecycle management – conception, business case, pricing, go-to-market strategy, sales training & materials, launch, maintenance, and end-of-life
  • Budgets/Planning:  Planning, negotiation and budget/spend management
  • Agency Relationship Management:   Maintain positive relationships with multiple agencies and vendors
  • Analytics:  Leverage online and offline metrics to fuel continuous improvement in interactive plans

Experience

Delta Faucet Company - Faucets and plumbing accessories • Indianapolis, IN

E-Marketing Manager (2007 – present)

  • Consumer website management – Develop annual strategic plan and budget for customer-facing websites that align with marketing initiatives and business goals.  Lead multiple agencies (interactive and advertising) on timing, cost, and project completion.
    • Ex:  Total redesign of www.brizo.com in April 2009, now achieving 35% increase in user satisfaction and 24% increase in organic search engine traffic.  Budget $725,000.
    • Ex:  Implemented search engine optimization (SEO) plan for www.brizo.com which consisted of on-page and off-page tactics and accounted for much of the aforementioned 24% increase in natural engine traffic.
  • Analytics – Develop strategy and plan for measurement of websites, e-mail campaigns and online advertising.
    • Ex:  Utilize Google Analytics to measure effectiveness of display advertisements that drive budget reallocations and cost savings.
    • Ex:  Conduct periodic A/B tests on e-mail campaigns to determine effectiveness of subject line, date/time, creative and copy.
  • E-mail marketing – Manage database of > 400k contacts in support of brand awareness and customer retention
    • Ex:  Utilize ExactTarget to lead highly successful “On Your Behalf” e-mail program – we create and send messaging on behalf of indirect sales channel.  Results > 100% performance improvement.
  • Online advertising – Collaborate with consumer advertising manager and search agency to manage $1.2M yearly budget for PPC and display campaigns.
    • Ex:  Aug 2009, PPC campaigns achieved highest CTR (3.37%), highest conversion rate (7.48%) with lowest CPC (0.84) since inception of our online advertising programs.
  • E-Retailer marketing – Collaborate with our certified online retailers on promotions and branding.
    • Ex:  Work with Amazon.com on continual brand store tweaks to drive incremental business.
  • Social media – [Early stage]  Driving thought leadership and planning in collaboration with our PR firm (MS&L)
    • Ex:   Social media is about content and conversation.  Focus on People – Objectives – Strategy –  Tools (P.O.S.T.)
  • Marketing automation – [Early stage]  Currently implementing marketing automation platform & customer relationship management (CRM) system to target by engagement
    • Ex:  Will utilize Salesforce.com (contact intelligence, campaign management), ExactTarget (messaging platform), and 5Buckets (automated campaign sequencing) to target buyers by their level of interest in our messaging.  The goal will be to increase brand affinity and drive more sales.
  • Assist in planning and managing large budget

Consona Corporation - ERP and CRM software/services • Indianapolis, IN

Web Marketing (2005 – 2007)

  • Development and maintenance of 12 large corporate websites for consumer marketing, customer service and corporate intranet.
  • Led SEO program for corporate websites to increase awareness & drive leads into sales funnel.
  • Led buyer persona analysis to optimize outbound marketing programs to increase brand awareness and number & quality of leads.  Grew new customer acquisition by 12%.
  • Developed “Solutions Delivery Framework” to drive efficiencies within product management, marketing communications and sales.  Outlined ways to identify high ROI programs, clarified roles & responsibilities, outlined a process for measuring results, and optimize the marketing mix.

Salesforce.com – On-demand CRM software/services • San Francisco, CA

Partner Marketing Manager (2004 – 2005)

  • Developed and led partner certification program, which included consulting 300+ strategic solution partners on software design, security, and integration.

  • Developed outbound marketing materials to help position the value-proposition of 300+ solutions to Salesforce.com sales staff.  Consulted with solution partners on promoting and branding Salesforce.com.

CoolSign Media – Digital signage ad networks for retailers, casinos, theaters, and malls • Burlingame, CA

Marketing Manager (2003 – 2004)

  • Led an integrated marketing campaign designed to increase brand awareness within large retail customers, like Macy’s and Nike, using targeted messages.

  • Championed corporate branding and messaging project that included new collateral creation, new website design, and messaging standards, resulting in significantly improved value proposition communication.

GetThere, a Sabre Company – On-line travel technology for large corporations and airlines • Menlo Park, CA

Product Marketing Manager (2000 – 2003)

  • Developed business case and MRD to overhaul existing BI reporting tools and XML-based data consolidation tools, which resulted in 55% increase in customer satisfaction and first ever revenue-generating reporting product.

  • Managed strategic integration partnerships with complimentary solutions providers, including Ariba, Concur, Oracle, and PeopleSoft.

Aspect Communications – CRM and call center application hardware and software provider • San Jose, CA

Software Engineer (1998 – 2000)

  • Developed client/server application to deliver real-time call center statistics for large customer call centers.  This application allowed 24/7 monitoring of vital customer service statistics within each call center.

Cooper Tire & Rubber Company – Engineered automotive products (division) • Fort Wayne, IN / Lexington, KY

Software Engineer (1995 – 1998)

  • Led the development of radio frequency inventory management system used division-wide for tracking receipt of raw materials and shipment of finished goods.

Education

Ball State University – Miller College of Business – Bachelor of Science, 1995 – Management Information Systems (MIS) • Muncie, IN

Supporting Info

Recommendations

  • “Exceptionally driven, intelligent and successful…Dave is a master at managing a multitude of tasks and personalities; building consensus among disparate groups; creating order and process out of seemingly chaotic environments; and distilling complex technical issues into the bottom line facts. An invaluable asset to the business.”

~ Kyle Harrison, Senior Product Manager, CoolSign Media

  • “Dave is a big picture thinker who’s good with systems and great with people. He is very smart and driven and was a solid asset for our team.”

~ Sean Handel, Product Line Management, GetThere

  • “While I was at GetThere, there were several colleagues that truly helped me achieve my goals and allowed our company to dominate the online corporate travel market. Dave was not only one of those individuals, he was a key part of that process. It is rare when you can find a technologist like Dave who also possesses the skills to interface directly with customers. He made it look easy.”

~ Mike Daly, Director of Sales, GetThere/Travelocity

Published articles

  • “Navigating Uncharted Territory: How We Developed a Strategic Product Marketing Role – Part 1” – The Pragmatic Marketer: Volume 5, Issue 1 –  http://bit.ly/PragmaticArticle
  • “Navigating Uncharted Territory: How We Developed a Strategic Product Marketing Role – Part 2” – The Pragmatic Marketer: Volume 5, Issue 3 –  http://bit.ly/PragmaticArticlePart2

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