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Experienced digital media and web professional that strives to work with purpose and passion.

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

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

REFERENCES

Chris Howard

President at Ice Hockey Systems Inc. / Buffalo 40 Under 40

(858) 437 - 2651

chris@icehockeysystems.com

Bobby Brannigan

Founder, ValoreBooks.com & Mercato.com

(347) 831 - 7015

bobby@mercato.com

Ryan Brennan

Sr. Director, Client Services rEvolution

(312) 520 - 8359

rbrennan@revolutionworld.com