Experience

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  The Tennis Congress

  • Greater New York City Area

  • Director of Marketing and Partnerships, Board Member

    • Dec 2014 - Present
    • Greater New York City Area

    A recent recipient of Tennis Industry magazine’s inaugural Champions of Tennis award for “Innovative Tennis Event of the Year,” The Tennis Congress gives passionate, amateur adult tennis players of all ages and levels the tools and guidance they need to reach their personal best.As Director of Marketing and Partnerships and Board Member, my responsibilities include:• Value creation for all audiences - attendees, tennis professional staff, event partners, and marketing sponsors• Marketing communications and promotional content creation, management, and publication - online and offline• Event content inspiration and development• Attendee lead generation• Sales strategy and revenue generation• Strategic guidance for brand expansion - both domestically and internationally

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  GiveToBenefit, Inc.

  • Greater Philadelphia Area

  • Chief Marketing Officer

    • Jan 2012 - Feb 2015
    • Greater Philadelphia Area

    GiveToBenefit was a start-up social enterprise in the $291 billion charitable marketplace that developed an innovative method for linking local merchants with nonprofits to raise money for worthy causes. (GiveToBenefit is now in the process of focusing its approach on the mobile payment aspect of fundraising and rebranding as Zimbee, Inc.)I was a founding executive with hands-on responsibility for creating and implementing the following:• Patent-pending business process that creates opportunities for brands to increase awareness and sales while helping communities• Company vision, mission, and values• Brand identity, positioning, and messaging• Investor outreach and communications• Budget and P&L• Go-to-market strategy including customer, competitor, and target market analysis• Website strategy, architecture, and user experience design• Social media strategy and content curation• Integrated marketing communications and participant activation

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  Global Protection Corp.

  • Greater Boston Area

  • Marketing Director

    • Feb 2014 - Dec 2014
    • Greater Boston Area

    Global Protection Corp., a subsidiary of Karex, the world's largest condom manufacturer, is a sexual health pioneer and maker of ONE, the fourth-largest condom brand in North America.Drove ONE brand market share and sales to millennial consumers via:• Clearly differentiated brand strategy, positioning, and identity that informed not only marketing communications but also product development• Strategic partnerships with global health organizations such as Global Citizen, Lifebeat, and the Boston AIDS Action Committee• Sticky and uniquely engaging social media content development and outreach• High-wattage promotions, including a one-of-a-kind urban art event featuring a partnership with Urban Outfitters in New York City, an online auction with Paddle8, and a cover story in New York's METRO magazine

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  The Neat Company

  • Greater Philadelphia Area

  • Vice President, Brand Marketing

    • Aug 2011 - Dec 2011
    • Greater Philadelphia Area

    Neat is a leading provider of scanning and software solutions that transform paper documents into useful digital information.I was responsible for conceptualizing, developing, and executing programs that built the company’s brand awareness, market share, and revenue through all distribution channels, including the marketing launch of Neat 5 for PC software, the company’s first major release in years.

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  GreenRubino

  • Greater Seattle Area

  • Executive Marketing Director

    • Jan 2009 - Jul 2011
    • Greater Seattle Area

    GreenRubino is one of Seattle’s leading independent marketing and communications agencies.I provided strategic marketing guidance to priority client engagements including Microsoft, Washington State Wines, and other consumer and business-to-business accounts. I was charged with providing strategic leadership on new-business pitches. I developed the agency’s forward-looking brand promise, value proposition, and messaging platform.• Led strategic development and creative ideation on new-business pitches resulting in more than$4 million in new revenue over the course of three years• Pitched agency’s services and drove top-of-mind awareness with multiple Microsoft divisions, including Bing, Microsoft Auto, Windows Enterprise, Windows Consumer, Developer Tools, Microsoft Office, and Xbox• Expanded agency’s capabilities to encompass the latest social media best practices and marketing methodologies

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  Microsoft

  • Greater Seattle Area

  • Director of Corporate Brand and Marketing Strategy / Chief of Staff

    • 2003 - 2008
    • Greater Seattle Area

    Microsoft is one of the world’s foremost consumer marketing organizations and a leading provider of software, hardware, services, solutions, and entertainment, with more than $60 billion annual revenue. It was the world's second-most-valuable brand during my tenure.I led the global development and implementation of Microsoft’s core brand strategy amongst its network of agencies and marketing/engineering organizations. I supervised a high-performance team of strategic advisors that acted as an “in-house” brand agency for all internal Microsoft-branded divisions, each a large business unto itself. As chief of staff, I managed a $4 million budget, executive communications, and training for a 23-person, senior-level brand marketing organization.• Invented and launched a new experiential marketing channel by building branded environments that encouraged consumers to interact with the company’s integrated hardware, software, and gaming technologies• Forged co-branding partnerships with such well-known brands as Sheraton Hotels, Virgin Airlines, National Football League, and Major League Baseball• Accelerated Microsoft’s expansion into new consumer markets by strategically guiding brand development of the Zune music player, the SYNC automotive phone/digital media player system, the Surface multi-touch software/hardware system, and the HealthVault medical information storage system• Led the company’s Naming practice, establishing protocols for effective brand and product naming through research, legal review, and consumer insight• Created and published best practices for value proposition development, positioning, and message creation that are now part of Microsoft’s core training curriculum for its 8,000+ marketers worldwide

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  Zeida Brand Marketing, Inc.

  • San Francisco Bay Area

  • Founding Partner/Consultant

    • 2001 - 2003
    • San Francisco Bay Area

    I founded this consulting firm to advise consumer, technology, and publishing companies on brand strategy and communications during a period when the Internet was starting to permeate every aspect of business. I fulfilled corporate identity design, strategic marketing, new business development, and multimedia presentation needs for clients including Salon.com, Bertelsmann/G+J, and the National Association of Manufacturers.

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  The Industry Standard

  • San Francisco Bay Area

  • Vice President, Marketing

    • 1998 - 2001
    • San Francisco Bay Area

    The Industry Standard was one of the most successful magazine launches in history, and the "bible" for thought-leaders and professionals in every category of Internet business.I oversaw all external marketing/communications programs for every aspect of brand awareness and demand creation. I partnered with Publisher, Associate Publisher, and bi-coastal sales team to land millions of dollars in new business, both endemic and non-endemic. I orchestrated external marketing/communications programs by directing a 10-person staff and prominent agencies in developing the The Industry Standard’s brand identity system, public relations, and advertising.• One of the most successful magazine launches of all time – with ad pages at one point surpassing those in Oprah’s O magazine• Generated an eight-fold growth in web traffic and a record $140 million growth in ad revenue over28 months• Created The Industry Standard’s award-winning media kit, which was nominated for a NationalMagazine Award• Oversaw marketing for 12 executive conferences, 15 trade shows, and all community-building events

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  Macromedia

  • San Francisco Bay Area

  • Vice President, Corporate Marketing

    • 1997 - 1998
    • San Francisco Bay Area

    Macromedia (now Adobe) was a graphics and web development software company with a passionate customer base of creative professionals and programmers.I supervised a 16-person team in revising Macromedia’s advertising campaign, public relations strategy, packaging, and industry analyst outreach to reposition the company as a leader in the emerging digital world.• Launched Macromedia’s market repositioning with its first media/industry analyst road show in over a year• Supervised the integrated marketing communications launch of Flash, Dreamweaver, and Fireworks—three of the industry’s most respected professional design tools• Created Macromedia’s first-ever corporate advertising campaign and related corporate website

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  NEC

  • Vice President, Corporate Communications

    • 1991 - 1997

    Supervised all advertising, public relations, corporate identity creation, trade shows and events, and internal communications for multiple divisions of NEC Corporation in North America.Leadership Distinctions:• Directed all internal and external marketing communications for 11 PC and peripheral product lines.• Earned #1 brand position for NEC MultiSync monitors and MultiSpin CD-ROM readers.• Led brand strategy and communications for merger of NEC Computer Systems and Packard Bell.• Launched NEC NOW business model to compete with Dell and Gateway.