Experience

Cesar's Way Inc.

• United States
• Entertainment Providers
• 1 - 100 Employee

• Vice President/Pack Leader, Digital

  • Jul 2012 - Feb 2018

  Van Nuys, California Head of all digital initiatives for Cesar Millan, the world-renowned dog behaviorist. Reorganized the digital team, made strategic hires, implemented new content, social media and business strategies and instituted best practices. Increased sessions, users and page views to flagship CesarsWay.com by more than 250%, 310% and 70% respectively. Increased Facebook following from 2.4 to 9.3 million+. Increased Twitter following by 300% to more than 1 million. Grew Instagram… Show more Head of all digital initiatives for Cesar Millan, the world-renowned dog behaviorist. Reorganized the digital team, made strategic hires, implemented new content, social media and business strategies and instituted best practices. Increased sessions, users and page views to flagship CesarsWay.com by more than 250%, 310% and 70% respectively. Increased Facebook following from 2.4 to 9.3 million+. Increased Twitter following by 300% to more than 1 million. Grew Instagram following from 0 to nearly 1 million Revitalized sponsorship programs, resulting in greater revenue for CWI, with greater reach and engagement for sponsors. Directed primary digital marketing efforts for Nat Geo WILDs' "Cesar 911" (2014 -2016) and "Cesar Millan's Dog Nation" (2017)​ including the flagship sites and social media. Drove marketing efforts for launch of new Training Cesar's Way initiatives, resulting in an important new revenue stream. Launched TrainingCesarsWay.com to extend reach and effectiveness. Reset CWI's e-commerce business, improving user experience, marketing, financial accounting and expanding Amazon presence. Spearheaded a complete redesign of flagship CesarsWay.com, successfully launching the first stage of a multi-phased strategic blend of content, commerce and community. PLEASE NOTE: The current Cesar's Way digital and social channels do not represent the outstanding work completed by my talented team. Show less



UXCentric, Inc.

• Principal

  • Nov 2005 - Mar 2014

  Los Angeles, California Founded and led a small information architecture, user experience and content management consultancy. Clients included HP, Mattel, Sapient, Yahoo! and Ben & Jerry's.



Yahoo

• United States
• Technology, Information and Internet
• 700 & Above Employee

• Managing Editor, Yahoo! Kids

  • Nov 2006 - Jul 2012

  Santa Monica, CA Directed programming and led/implemented all content initiatives for Yahoo! Kids, the leading independent Web destination for children aged 6-12. Extended the reach, audience and engagement of the site through strategic partnerships with top children's entertainment and educational brands. Drove improved user experience. Worked directly with sponsors, advertisers, agencies, studios, partners and content providers to achieve mutual goals. Wrote content (including some featured on Yahoo! Front… Show more Directed programming and led/implemented all content initiatives for Yahoo! Kids, the leading independent Web destination for children aged 6-12. Extended the reach, audience and engagement of the site through strategic partnerships with top children's entertainment and educational brands. Drove improved user experience. Worked directly with sponsors, advertisers, agencies, studios, partners and content providers to achieve mutual goals. Wrote content (including some featured on Yahoo! Front Page) for Yahoo! Movies and Yahoo! TV. Provided editorial management for Yahoo! Movies' crowdsourced content. Show less



Conscience VC

• United States
• Venture Capital and Private Equity Principals
• 700 & Above Employee

• Information Architect and User Experience Specialist

  • 2000 - Nov 2005

  Los Angeles, California Provided information architecture, user experience and interaction design services for large Web sites. Projects included Walt Disney Parks & Resorts Online, Mattel, Move.com, Smithsonian Institution (National Museum of American History), J.D. Power, and Knowledge Universe.

• Marketing and Editorial Consultant

  • Oct 1987 - Sep 2005

  Los Angeles Developed branding, marketing, and public relations programs and materials for domestic and global companies.Served as editor-at-large and primary writer for two corporate publications. Played a key consulting role to a marketing team that sparked the revitalization of an international brand, seeing a cumulative growth of 55% over 5 years. Clients included Baskin-Robbins 31 Ice Cream, Walt Disney Parks and Resorts Online and Sunkist.

• Instructional Designer

  • Oct 1987 - Feb 1992

  Los Angeles Developed training programs for a number of companies. Surveyed corporate needs and goals, conducted task analyses, developed learning objectives, designed curriculum flow and instructor/classroom materials using a variety of approaches. Conducted pilot training sessions for clients. Clients included Baskin-Robbins 31 Ice Cream, Galardi Group, FastFrame, Learning Systems Sciences and others.



Learning Systems Sciences

• Producer and Instructional Designer

  • 1989 - 2000

  North Hollywood, California As contractor and employee, designed and produced dozens of groundbreaking interactive digital training programs for clients including Federated Department Stores (now Macy's), Dayton Hudson (now Target), Dillards, Southland Corporation (7-Eleven), A&P Stores, ShopRite and many others. As a pioneer in e-learning, broke new ground in curriculum design for delivery systems ranging from interactive videodisc to CD-ROM. Recipient of major awards for courseware.



Baskin-Robbins 31 Ice Cream

• Program Designer, National Training Center

  • Jan 1986 - Oct 1987

  Glendale, California Developed new curriculum for the Baskin-Robbins Business Management Education Program, a three-week program for new franchisees. Completed task analyses, developed learning objectives and teaching points, wrote lesson plans and curriculum materials. Taught occasional sessions in franchisee training programs. Developed operational plans and provided extensive support for corporate Marketing and Operations group.

• Senior Training Instructor

  • Mar 1979 - Jan 1986

  Glendale, California Taught more than 75 sessions of Baskin-Robbins' Business Management Education Program, a three-week program for new franchisees. Revamped the entire curriculum, added new content modules, produced a comprehensive syllabus and reference resources. Conducted training sessions in many other corporate programs. Served as operational subject matter expert for the Marketing and Operations division. Acted as food stylist, hand model and technical product expert on dozens of TV commercials, training… Show more Taught more than 75 sessions of Baskin-Robbins' Business Management Education Program, a three-week program for new franchisees. Revamped the entire curriculum, added new content modules, produced a comprehensive syllabus and reference resources. Conducted training sessions in many other corporate programs. Served as operational subject matter expert for the Marketing and Operations division. Acted as food stylist, hand model and technical product expert on dozens of TV commercials, training videos, still photo shoots and other media. Wrote a column for the glossy corporate magazine.

• Training Store Supervisor

  • Nov 1978 - Oct 1979

  Glendale, California Supervised the operations of the five company-owned training stores (grossing more than $2 million in 1979 dollars) that provided hands-on training for the Business Management Education Program, a three-week program for new franchisees. Ensured that stores met operational, training and financial standards. Supervised store managers and assistant managers.Taught occasional sessions in the franchisee training program.

• Retail Training Store Manager

  • Nov 1976 - Oct 1978

  Glendale, California Managed several company-owned stores used for in-store training for Baskin-Robbins' new franchisee training program, meeting/exceeding financial, operational and training standards. Had complete responsibility for store success, including P&L accountability, local marketing and employee management. Conducted and supervised in-store training and retail experience sessions for franchisees-in-training. Opened two new stores and brought troubled stores up to corporate standards.