GetHiredToday

Director online marketing/e-commerce

Posted on: 2011-01-21

Kathalene Barton

 

Summary

Senior Online Product Manager and Development innovator for global media internet brands, direct response and consumer product companies. Key player in assessment of Web 2.0 market landscape and creation of strategic roadmap for new product releases. Responsible for end-to-end site requirements and documentation for e-commerce operations, new feature integrations, strategic alliances and acquisitions.  Lead in the process of making impactful recommendations based on analytics, sound product plans, and effective communication of those plans to cross-functional team members. Charged to identify and manage third party vendors, consultants and contractors. Collaboration with internal stakeholders including marketing, creative, customer support and engineering to balance project priorities, evolve business plans and manage P&L. 

Professional Experience

 

Product Partners LLC, Santa Monica, CA

8/07 – 2/10

Sr. Director Product Management and Online Operations – Brands: TimelessSecret.com, Beachbody.com, TeamBeachbody.com

  • Managed product roadmap of Product Partners’ online businesses ensuring integrity of user experience, content and feature enhancements
  • Oversaw effort to make sure the team had the resources, focus and motivation to efficiently execute the company’s business plans and revenue goals - supported all business units that utilized the Internet for sales, marketing, communications, customer service and social media
  • Lead on all site testing, survey and research efforts. Primary contact for vendor relationship - Sequence
  • Liaison between stakeholders and IT to develop business requirements, specs, wireframes and deliver product releases on time and on budget
  • Functioned as an internal expert on competitive landscape to implement site features and enhancements – social networking, search, E-Diets, VOD, e-commerce and Mobile Applications
  • Increased engagement with customers by 33% with FY 2011 goal of exceeding $500 million in revenues and 2 million subscribers

 

CLICK Media, Santa Monica, CA                                                                                   

9/05-5/07

Agency Strategic Consultant/AE, Entertainment Special Projects

  • Implemented clients’ brand guidelines and best practices across all agency projects.  These included state-of-the-art technology applications for broadband. 
  • Lead Production team of 18. Facilitated and coordinated all project management, product development and client requirements - style guides, talent approvals, etc.
  • Delivered entertainment brand-specific production values on time and on budget.  Projects included The Star Wars Film franchise, Ice Age, The Simpson’s, Moulin Rouge, Harry Potter, Martha Stewart Omni Media, etc.
  • Ensured marketing executions were integrated with clients’ data-capture, SEO/SEM and global CRM initiatives

 

 

TONOS Entertainment, Culver City, CA                                                                     

 08/02-06/04

Vice President, Marketing and Product Management Tonos.com

  • Lead on brand and product development strategy for Premier online music collaboration network Tonos.com founded by Carole Bayer Sager, Toni Braxton and David Foster.
  • Generated installed base of 250,000 registered users over 10 months increasing revenues by over 30% and positioning Tonos as an attractive acquisition target to AOL.
  • Increased site traffic by 150% while driving promotional response to over 30%.
  • Architect of all user-base e-mail marketing campaign strategies, creative and promotions (embedded rich media, list share and purchase, quarterly newsletter, co-branding deals).
  • Directed corporate communications, PR agency of record and all collateral.
  • Implemented strategic alliances, affinity and content partnerships including AOL, Music.com, Music123.com, Alloy, iVillage, etc.

 

Twentieth Century Fox Film Corp., Los Angeles, CA                                            

01/94-08/04  

Executive Director, FOX Online, FOX Consumer Products

Executive Producer/Product Manager:  foxhome.com, foxstore.com

  • Lead production team of 22. Responsible for product development, design and distribution of all FOX online marketing, promotions and e-commerce sites both domestic and international.
  • Information architect for all online brands and affiliates generating revenues and cost savings in excess of $2MM
  • Implemented title-specific and account specific promotions including aggregated media strategy for customers such as Wal-Mart, K-Mart, Blockbuster, Amazon and Best Buy, etc.
  • Modeled all budgets and $6 MM P&L; oversaw organization to ensure highest production values and optimization of deliverables.
  • Established FOX’s first e-commerce and e-CRM strategy across divisions and developed IT back-end infrastructure by founding Site Systems, Inc.
  • YR1 Gross Revenues in excess of 7MM.  YR2 Forecast Revenue 27MM.

 

Paramount Pictures, Paramount Technology Group, Palo Alto, CA              

09/91-11/94

New Media Marketing Manager, Paramount Interactive

  • Responsible for Consumer and Trade marketing programs at Paramount Technology Group.
  • Implemented cross-promotions, tie-ins, research, media planning, editorial and publicity strategies.
  • Marketing/Communications Manager on edu-tainment CD-ROM titles-Busytown (Richard Scarry) and Lenny’s MusicToons (Music Pen). Comprehensive P&L responsibilities and integration with Sales Force.
  • Designated scout for potential 3rd Party acquisition properties and affiliate production submissions.
  • Management of outside game developers and production deliverables.

 

Education

Scripps College, Claremont, CA. Art History & Comparative Literature, 1979-83

Applications:  Omniture, Epsilon, Oracle, Visio, MarketLive, Right Now!, Paymentech, Brightcove, Liferay, Daptiv, Sharepoint, Linkshare