Matthew Babiarz - Digital Marketing Manager Resume

matt babz

Matthew Babiarz | [email protected] | mattbabz.com | 617-652-0008

WORK HISTORY 8 YEARS OF EXPERIENCE IN DIGITAL STRATEGY AND PRODUCTION

EDUCATION UNIVERSITY OF ROCHESTER

PRESENT 2010

DIGITAL STRATEGIST AND DESIGNER HOUGHTON MIFFLIN HARCOURT - CORPORATE COMMUNICATIONS -

2010 2007

2007 2005

DIGITAL MARKETING MANAGER HOUGHTON MIFFLIN HARCOURT - EDUCATION GROUP -

Led team through development of e-mail marketing campaigns. Helped develop programs and partnerships to drive growth of email database to 7.5 million contacts. Implemented and integrated: - Eloqua for marketing automation. - Quickbase for project management.

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Managed launch and execution of Virtual Sampling, an interactive textbook-assessment platform. Assisted in managing the digital marketing group, as team grew from 3 to 35 employees.

E-COMMERCE MARKETING MANAGER WAYFAIR INC. -

2005 2004

Presented analysis to secure $15 million in budget for overhaul of web presence. Developed interim corporate identity guidelines. Created design and programming for HMHtv, an internal broadcasting system. Led design and development of assigned sites.

Managed flagship store: RacksandStands.com through $30 million revenue year. Led content teams through maintenance and merchandising efforts. Worked with advertising teams to produce PPC campaigns.

PRODUCTION ASSISTANT UNIVERSAL BUZZ RADIO -

Helped edit, mix and produce recorded concerts and interviews of popular indie bands for internet broadcast.

Bachelors of Arts Film and Media Production Rochester, NY | 2004 BOSTON UNIVERSITY CORPORATE EDUCATION CENTER Principles and Techniques of Project Management Boston, MA | 2005

matt babz FEATURED PROJECTS 2012

HMH BRAND AUDIT AND ANALYSIS -

2012

CURIOUS GEORGE ‘AT THE ZOO’ APP -

2011

2010

2010

Helped perform audit and analysis of HMH’s brands and intellectual properties. Led categorization and data-mapping efforts. Led site and social analysis across brands. Produced documentation to support presentation.

Designed and developed marketing microsite. Created and routed design assets. Helped develop launch campaign with marketing teams.

HMH WEB ANALYSIS -

Executed enterprise-wide analysis of HMH digital properties. Developed case for web property consolidation and overhaul.

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Designed charts and graphics. Won support of major stakeholders and secured budget to pursue enterprise overhaul.

THE GLOBAL EDUCATION CHALLENGE -

Developed social ideation forum seeking new ideas to help transform education.

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Provided counsel to executive leaders and major stakeholders. Led partner assessment and selection process. Provided creative direction and brand management.

THE OREGON TRAIL FACEBOOK GAME -

Oversaw design and development of web and social channels.

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Provided creative direction and information architecture plan. Developed social marketing strategy. Managed maintenance of digital channels through launch. Involved throughout creative planning and game development process.


SKILLS AND CAPABILITIES ‣

Web Design and Development

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Social Media Marketing

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Email Marketing

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Site and Social Analysis

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Presentation Design

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Project Management

TOOLS AND PLATFORMS Marketing Platforms: Eloqua, Aprimo, Quickbase, Silverpop, Vtrenz, SalesForce Adobe Creative Suite: Photoshop, Illustrator, InDesign,Dreamweaver Microsoft Office: Excel, Word, PowerPoint, Outlook Analytic Applications: Google Analytics, Web Tends, Radian 6, Meltwater CMS: Drupal, Jahia, Adobe CQ, Wordpress, Sharepoint Video and Audio: Final Cut Pro, Digital Signage Studio, Pro Tools, FL Studio

matt babz 2012


HMH BRAND AUDIT AND ANALYSIS OVERVIEW A comprehensive audit and analysis of all brands and intellectual properties owned by Houghton Mifflin Harcourt in preparation for a major re-brand. My team collected financial and trademark records, and surveyed internal stakeholders to build an official list of active brands and attributes. MY ROLE I was responsible for difficult data work as well as presentation design. I successfully led efforts to map financial records to active trademarks. I also categorized all brands by explicit criteria like parent brand, brand level, and type, to help inform a brand hierarchy chart, which I later produced. RESULTS Re-branding efforts are currently underway. This research is helping support agency teams, while also providing important information to sales and marketing leadership.

matt babz 2012


CURIOUS GEORGE ‘AT THE ZOO’ APP OVERVIEW In April 2012, Houghton Mifflin Harcourt launched At the Zoo, an app inspired by classic Curious George. MY ROLE I was responsible for the design and development of the app’s microsite. I also collaborated with marketing and communication teams to help devise launch plans and media outreach strategies.

RESULTS At the Zoo was a hit. The landing page was instrumental in the success of the launch campaign, driving 75% of visitors to the app store. - 500,000 First-Week Downloads - 4-Star Rating (April 2012) - #1 Education App (April 2012)

matt babz 2011


HMH WEB ANALYSIS OVERVIEW Houghton Mifflin Harcourt had accumulated a collection of antiquated, yet active sites. While executive leaders were aware the scattered digital landscape might be problematic, the full scope, scale and implications of the company’s web presence were not fully understood.

MY ROLE I analyzed the performance of 65 customer-facing sites and developed a presentation to unite stakeholders. To help articulate the cost of HMH’s scattered web presence, I provided competitive comparisons and identified potential revenue opportunities. I estimated that HMH could realize multi-million dollar opportunities by developing advertising platforms and integrating e-commerce and marketing sites.

RESULTS The presentation raised awareness, united stakeholders and was critical in securing $15M in budget for the digital enterprise overhaul currently underway.

matt babz 2011

THE GLOBAL EDUCATION CHALLENGE


OVERVIEW The Global Education Challenge provided a social platform for educationalists, entrepreneurs, and innovators to share and evaluate ideas to improve education outcomes. The challenge was sponsored by the HMH Innovation Fund, a $100 million fund, as well as several teams from across Houghton Mifflin Harcourt’s organization. MY ROLE I led early stage development efforts, shaping the concept, identifying potential platforms vendors, preparing RFP documentation and determining budget sources. After completing the assessment process, I collaborated with creative teams from Fleishman Hillard to develop art direction, and a content strategy to frame the challenge. I illustrated the logo, and created graphics. I also led programming of the site’s dynamics, and designed dashboards for internal teams to track the community’s performance. RESULTS HMH awarded $250,000 in cash and prizes and generated 1,700 original ideas from a community of 10,000 participants. The 3 top ideas were presented in a colloquium-style event, held in Washington, D.C., attended by top education thought leaders.

matt babz 2011


THE OREGON TRAIL FACEBOOK GAME OVERVIEW In February 2011, The Learning Company and Blue Fang Games brought The Oregon Trail to Facebook.

MY ROLE I led design and develop of OregonTrail.com and managed maintenance of the site up until launch. I also helped develop and execute the go-to-market social strategy, and participated in creative meetings throughout the development of the game.

RESULTS The game was an immediate success and gained popularity with social gamers and nostalgic fans. The release received national media attention and rode a wave of momentum through launch. - Top National Twitter Trend on Launch Day - 850,000 MAU (February 2011)

matt babz 2009

HMH VIRTUAL SAMPLING APP


OVERVIEW When Virtual Sampling was introduced in 2009, it was the first time an education publisher had offered school administrators, staff, and students the chance to review textbook programs digitally. MY ROLE

I worked on nearly every element of the project, providing creative direction, while programming dynamic marketing programs to track and score leads. I developed landing pages, web forms, and registration emails for all 120+ textbook programs offered in the first year of Virtual Sampling. RESULTS - Generated 250,000 leads - Has helped HMH realize a 45 percent average annual market share since its release

matt babz 2012

CARMEN SANDIEGO


OVERVIEW Teams at HMH are working to develop new strategies to revitalize Carmen Sandiego, an iconic brand with a nostalgic following.

MY ROLE I’m actively working with brand leads to develop a goforward strategy. Thus far, we have successfully negotiated a movie deal, identified potential game development partners, and implemented an interim social strategy, which embraces nostalgia.

COMPLETED ACTIVITIES

- Provided counsel to brand leads through movie and merchandising agreements. - Helped develop creative guidelines. - Re-illustrated logo. - Collaborated with social media lead on development of interim social strategy.

Matthew Babiarz - Digital Marketing Manager Resume

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