Work Highlights
- Founder of PenshireMedia.com (2008 - Present): created content for The Boston Marathon, Red Bull, Outside Television, Chicago Blackhawks and more. Videos have generated over 750,000 views in 144 countries around the world.
- Co-Founder of ValoreBooks.com (2006 - 2015): helped create and grow online textbook marketplace to over $85 million in yearly GMS (as of 2015).
- Co-Founder of FiveNineGroup.com (2008 - Present): developed and manage websites for NHL Athletes Duncan Keith & Denis Savard. Events have brought in over $500,000 to Keith Relief & the Denis Savard Foundation.
HIGHLIGHTED SKILLS & EXPERIENCES
Content Creation
- Digital Audio Production
- Digital Photography
- Digital Video Production
- Live Video (FaceBook Live & YouTube Live)
Ecommerce
- Affiliate Marketing
- Business Development
- Credit Card Fraud Prevention
- Email Marketing
- Key Metric Analysis & Executive Reporting
- Product Development
- Paid Search Marking
- Search Engine Optimization
- Social Media Marketing
Software
- Adobe Creative Suite
- Final Cut Pro
- Garage Band Audio
- Google Analytics & Docs
- Mail Chimp
- Microsoft Office
- Squarespace
- Wordpress
EXPANDED WORK DETAILS
FOUNDER, PENSHIREMEDIA.COM, MARCH 2008 - PRESENT
- Created "The Boston Marathon: More Than A Race" for the Boston Athletic Association, which is the associations most watched video (over 300k views)
- Created "One Last Run" that was featured by Outside Television and selected as a staff pick by Teton Gravity
- Created Denis Savard coaching video series
- Created “Jackson Hole Dreaming” that was promoted by Jackson Hole Mountain Resort
- Edited "2012 Red Bull Round Up" that was promoted by Red Bull
- Videographer for 2009 NHL Winter Classic in Chicago
- Created "The Energy of Peru" which documented a 2 week trip to Peru
- View PenshireMedia Demo Reel (can also be viewed to the right)
CO-FOUNDER, VALOREBOOKS.COM, JANUARY 2006 - SEPTEMBER 2015 (COMPANY ACQUIRED IN AUGUST 2012)
Director of Operations, ValoreBooks.com, June 2012 - September 2015
- Assisted in developing and executing company strategy with executive team
- Involved in marketing, operational, legal, product and business development decisions and strategies
- Monitored and managed daily operations and reported metrics, trends and solutions to executive team
- Marketplace metrics: Sales figures, cancel rate, refund rate, chargeback rate & cost
- Rental metrics: Rental sales figures, completed rental returns, rental late fees, rejected rentals, lost rentals
- Customer service metrics: # of tickets, average response time, BBB rating, reseller ratings score
- Bookseller metrics: # of booksellers, # of books, # of titles, top performing booksellers, booksellers feedback rate
- Oversaw internet marketing campaigns, including social, search engine marketing, affiliate & email
- Social: Content creation, giveaways, customer services, social media influencer promotions
- Search Engine Marketing (paid): Google paid ads and google shopping feed
- Search Engine Marketing (organic): Unique content, user generated content, inbound link development, website structure (tags, sitemap, internal linking, mobile optimization)
- Affiliate: Optimized xml feeds that could be used by dozens of affiliate sites
- Email campaigns: Full email blasts and targeted user emails sent via constant contact (previously mail chimp)
- Monitored website traffic though Google Analytics
- Visitors, conversion rate, average time on site, traffic sources, keywords, inbound links, etc
- Managed and monitored over 30,000 booksellers and troubleshooted file processing errors
- Developed and managed partnership with Verba Software to allow over 100 individual colleges to buy, sell and rent textbooks from our marketplace though an API
- This partnership increased GMS by $10 million in 2015
- Managed credit card transactions, chargebacks and fraud prevention initiatives
- Assisted product and user experience teams in redesign of website to allow for dynamic mobile response
- Documented operational procedures for company during the acquisition
Director of Product Development, ValoreBooks.com, January 2010 - June 2012
- Designed textbook rental program
- Designed homepage updates, landing pages, product page updates, customer account pages, email notifications
- First textbook rental provider uploaded inventory in June 2010
- As of 2015, rentals compose over 65% of yearly GMS
- Designed customer service programs and operational procedures for rental program
- Re-designed website and internal linking structure to follow search engine optimization best practices
Director of Operations, ValoreBooks.com, July 2006 - December 2009
- Responsible for developing and documenting daily operational procedures for company
- Developed customer service policies, faq's and managed a customer service team of 6
- Managed marketing campaigns - PPC, SEO, social media, print, radio, and email marketing
- Monitored website traffic and conversion rate though Google Analytics
- Managed peer to peer sales agent program responsible for 20% of total sales
- This later transistioned into our affiliate program
- Designed fraud prevention software & bookseller monitoring tools
- Recruited and grew bookseller community from 3,000 booksellers to over 10,000 booksellers
Director of Seller Services, ValoreBooks.com, January 2006 - July 2006
- Recruited and grew bookseller community from 500 booksellers to over 3,000 booksellers
- Designed webpages and tools for booksellers to upload inventory and sell textbooks online
- Troubleshooted and tested bookseller inventory files
Co-Founder, FiveNineGroup Inc., January 2011 - PresenT
- Created DuncanKeith.com, the Official Website for NHL All Star, Duncan Keith
- Created Savard18.com, the Official Website for Hockey Hall of Famer, Denis Savard
- Manage, monitor and update both sites with unique content
- Work with news outlets, the Blackhawks, and NHL to promote charity events
- Track and monitor site traffic though Google Analytics for both sites
- Promoted Keith Relief & Denis Savard Foundation events that have helped bring in over $500,000+ to charity
- Operations and marketing consultant for IceHockeySystems.com
- Created USOofIllinois.org, the online home for USO of Illinois
EDUCATION
- State University of New York at Fredonia
- Bachelor of Arts in Psychology, 2006
- Division 3 Varsity Ice Hockey - Michael P. Lowe Award Winner junior year, which is awarded to the team's unsung hero
- VP of Entrepreneurs club senior year
Thank you for taking the time to review my resume. Please contact me with any questions.
Scott Goergen
(585) 732-1115
scott@penshiremedia.com