SASHA KATE MADFES

sasha@sashamadfes.com
(415) 595 3767

SAN FRANCISCO, CA

SUMMARY
Over 10 years of proven success in identifying opportunities to drive efficiencies through the optimization of department
processes while coordinating assignments and territories, motivating team members, and supervising staff at B2B focused
services of Web 2.0 and New Media companies.
Quickly identifies meaningful relevant patterns and considers issues strategically from a business perspective in an effort t o
achieve targeted and measurable results. Manipulates, analyzes, and validates large volumes of data with a high level of
accuracy and creates KPI and tactical metrics management reports so informed business decisions are possible.
Examines complex situations and develops innovative, effective, and repeatable processes to simplify them. Successfully
maintains an emphasis on customer satisfaction while establishing and evaluating department policies and operational
procedures in workforce analyst and performance management capacities.

STRENGTHS
CRM: SFDC Salesforce.com Administrator level access for importing, de-duplicating, merging, converting,
and cleaning up of CRM system data as well as configuring dashboards and custom reports of
performance metrics. Managed users, created and maintained custom objects and fields,
handled bulk data migration, maintained page layouts, and installed applications from the App -
Exchange.

DESKTOP SUPPORT Experienced with performing extensive technical support, general trouble shooting of software
and hardware failures, and identifying network problems when related to work station
configurations including hardware installations, registry repairs, software configuration changes,
and regular maintenance in Microsoft Windows environments.

MICROSOFT OFFICE Expert level, advanced knowledge of efficient methods for using functions of Microsoft Word,
Excel, Outlook, and PowerPoint applications, including the writing, utilization, and testing of
macros to increase productivity; arranging data using pivot tables, advanced complex formulas
for cell reference, vlookup, concatenate functionality, and if/then statements.

CUSTOMER SUCCESS Knowledgeable in the principles and processes for providing customer service, including nee ds
assessment, meeting quality standards, and evaluation of customer satisfaction; adept at
developing and deploying effective service delivery, call center, and quality control strategies.

SALES DEVELOPMENT Experienced in supporting sales efforts by performing competitive research, lead generation,
lead nurturing, and management of the revenue cycle, and sales pipeline.

CREATIVE DESIGN Skilled with Adobe design applications including Photoshop, Illustrator, and Acrobat. Created
personal website presented in Flash and has active membership with various graphic, font, and
photography services used for project inspirations and mastering design skills.

ONLINE MARKETING Maintains active independent relationships with affiliate marketing services as a pu blisher.
Familiar with current web technologies, web services, and enterprise software as well as
interactive dashboards used by online publishers, advertisers, a nd in e-commerce to analyze
key metrics, optimize campaigns, and develop solutions to reduce barriers and increase
conversion rates.

EDUCATION
SAN DIEGO STATE UNIVERSITY Program: Bachelor of Arts, Communication 1991 - 1996
Associated Students Executive Vice President 1995 - 1996
 HIGHLIGHTS
www.marinsoftware.com
Manages $650 million in paid search advertising annually and bidding for 100+ million keywords through their enterprise -
class SaaS application the "Marin Search Marketer" – used to analyze, manage, and optimize large-scale SEM campaigns
by companies with a minimum online marketing spend of $100k per month on PPC across Google, Yahoo, and Bing.

MARIN SOFTWARE TEAM LEAD, STRATEGIC RESEARCH Lead Generation 08.2008 - 09.2009
Coordinated a team of 5 Research Associates responsible for conducting strategic investigation of prospectiv e
customers for the Inside Sales Team. [LEAD GENERATION + SALES SUPPORT + B2B MARKETING]
Identified potential clients and the appropriate contacts responsible for managing their keyword bidding. Trained new sales
development employees in the standard operating procedures of the department, usage of the CRM SFDC, and best
practices for utilizing online resources including LinkedIn, KeywordSpy, Nielsen, InternetRetailer, TheSearchMonitor,
iSpionage, iPerceptions WASP, ZoomInfo, Hoovers, and Jigsaw. Served as the liaison to the Marketing Team.
ACCOMPLISHMENTS + Determined best practices to resolve dashboard and data reporting issues after researching and
identifying application solutions, enhancements, and system integrations in a Salesforce.com
Administrator capacity.
+ Introduced new resources and methods of investigation for analyzing existing paid search
advertising of prospects; protocol became instrumental in qualifying leads generated for the
inside sales team.
www.reply.com
A lead generation and performance-based online marketing company with a national network of 17,000+ service providers
who receive inquiries relating to real estate services or an upcoming car purchase under the independently sold and
managed brands of OpenAuto.com, RealtyNow.com, AgentConnect.com, CarClub.com, and iMotors.com.

REPLY! INC MANAGER OF DATA QUALITY Call Center 06.2005 - 06.2007

Created, developed, and managed the Quality Control Team tasked with processing the company's products before
they are delivered to subscribing customers. [CALL CENTER MANAGER + WORKFORCE ANALYST + SUPERVISOR]
Hired, supervised, and scheduled 15 non-exempt full-time call center employees to maintain 365 day, 24x7 coverage in
screening requests, verifying contact information, and confirming interest for follow-up information. Instituted and
coordinated bonus plans and incentive schemes to motivate staff and reward team members who excelled. Reported on
performance metrics and all aspects of forecasting, planning, and KPI analysis, including pr eparation for predictions of
volume and staffing.
ACCOMPLISHMENTS + Multiplied revenues, achieving major improvements in speed and accuracy, by implementing
new department validation procedures and scripts used for screening referral requests and
verifying consumer contact information.
+ Implemented an inspection process to track discovered XML data issues from outsourced lead
providers and evaluate issues related to product quality.
+ Recruited, assembled, trained, and managed a nationwide team of 20+ long-term independent
contractors to work remotely as business needs dictated.
+ Reduced operating expenses, automating the lead review process, by integrating a 3rd party
data verification provider TARGUSInfo.

REPLY! INC SENIOR ACCOUNT MANAGER Client Services 06.2003 - 06.2005

Coordinated customer support activities and served as the primary client contact and escalation point for the
company’s automotive web services programs. [CLIENT SERVICES + OPERATIONS + CUSTOMER SERVICE]
Processed monthly billings and oversaw retention efforts; reviewed and approved suspensions of delinquent accounts prior
to the expiration their service contracts. Created action plans to improve service delivery based on metrics, data analysis,
and customer feedback. Developed strategies to drive efficient operations by creating and implementing an audit process to
determine and resolve service standard compliance issues.
ACCOMPLISHMENTS + Defined the processes for contact handling and service requests, drafted all customer
communication templates (web copy, emails, and debt collection letters) and created a customer
service reference book.
+ Independently identified a 3-year-old database issue that was failing to report over $870,000 in
generated revenue; successfully collected over 60% of those past due balances that had not
been properly invoiced.
+ Increased ROI by reducing losses caused by wasteful practices by implementing an improved
protocol for managing member accounts.

GIGANTIC INC STAFF COORDINATOR Event Operations 09.1999 - 04.2006

BANK OF AMERICA RESEARCH ANALYST Interactive Banking 10.1997 - 11.1999
MIDW EST BROADCASTING MARKET RESEARCH SPECIALIST Radio 09.1996 - 07.1997
www.linkedin.com/in/sashamadfes sasha@sashamadfes.com p2