matthew babiarz - digital marketing manager resume

matt babz

WORK HISTORY 8 YEARS OF EXPERIENCE IN DIGITAL STRATEGY AND PRODUCTION

DIGITAL STRATEGIST AND DESIGNERHOUGHTON MIFFLIN HARCOURT - CORPORATE COMMUNICATIONS

- 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.

DIGITAL MARKETING MANAGERHOUGHTON 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.

- 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 MANAGERWAYFAIR INC.

- 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 ASSISTANTUNIVERSAL BUZZ RADIO

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

EDUCATION

UNIVERSITY OF ROCHESTER

Bachelors of Arts Film and Media ProductionRochester, NY | 2004

BOSTON UNIVERSITYCORPORATE EDUCATION CENTERPrinciples and Techniques of Project Management Boston, MA | 2005

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

PRESENT2010

2010 2007

2007 2005

20052004

mailto:[email protected]


matt babz

FEATURED PROJECTS

HMH BRAND AUDIT AND ANALYSIS- 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.

CURIOUS GEORGE ‘AT THE ZOO’ APP- 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.

- 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.

- 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.

- 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‣ Social Media Marketing‣ Email Marketing‣ Site and Social Analysis‣ Presentation Design‣ 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


2012

2012

2011

2010

2010



matt babz

HMH BRAND AUDIT AND ANALYSISOVERVIEW

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.


2012



matt babz

CURIOUS GEORGE ‘AT THE ZOO’ APPOVERVIEW

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)


2012



matt babz

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.


2011



matt babz

THE GLOBAL EDUCATION CHALLENGEOVERVIEW

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.


2011



matt babz

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)


2011



matt babz

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


2009



matt babz

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 go-

forward 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.


2012



matthew babiarz - digital marketing manager resume

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