CHERYL J.

SMITH
csd70bf6@westpost.net
650-485-1661 or 626-390-5166
ONLINE MARKETING DIRECTOR / VP
SEM / SEO / Social Media / eMail / CPA Affiliate Management / Internet Marketing
Solutions / Account Management
Progressive Marketing Professional with proven expertise in leading new revenue
generation and customer acquisition initiatives. Develop strategic and tactical
marketing plans / solutions / new product introductions / on-going performance C
PC & CPA-based marketing promotions. Grow accounts, Internet traffic, and revenu
es. Experienced in Internet advertising including SEM (Search Engine Marketing),
SEO (Search Engine Optimization), viral promotions, and CPA based strategic all
iances & affiliate management. Offline direct response sales-focused marketing e
xperience in TV, radio, print (mailers & print ads), and selling at events. Stro
ng finance background; maintain profitable operations / budgets / evaluate progr
ams for optimum ROI. Perform extensive competitive analysis / refine promotions
to meet metrics and intended objectives. Fortune 500 consulting experience to:
Nestle, HP, & United Airlines.
Core competencies include:
* SEM (Paid Search Engine Marketing)
* Online Conversion Optimization
* SEO (Search Engine Optimization)
* Client Services / Account Management
* Revenue Growth Initiatives
* Direct Response Offline Advertising
* Best Practices Implementation
* Metrics / Analysis /Goal Attainment
* Hiring, Training, & Motivating a Team
* Project Management
* Email / Viral Promotions
* Social Media
* Account Management / Client Services
Areas of Expertise:
ONLINE MARKETING: Expert in Internet Marketing and Advertising solutions (CPA, C
PC, SEO, PPC), search engine Marketing (SEM (Paid Search), SEO, Google, Bing, Ya
hoo), affiliate programs, e-mail, social media (Blogging, Twitter, Facebook) and
online marketing campaigns. Solid background in Online Publication and Conversi
on / Sales Focused Website Design / Landing Page Development.
PROJECT MANAGEMENT: Project Manager with the capacity to lead full-lifecycle pro
ject implementation in the areas of business development, marketing, PR, event m
anagement, and process improvement.
BUSINESS DEVELOPMENT: Proven capacity to develop Strategic Alliances utilizing a
n extensive network of global business contacts with solid performance in buildi
ng, managing and leveraging strategic partnerships. Exceptional Dynamic and crea
tive Business Development experience with a keen eye for identifying untapped op
portunities leading to expanded business and streamlined, more efficient systems
.
INTERPERSONAL COMMUNICATION: Exceptional Conflict Resolution acumen, to include
coordinating conflicting internal resources and establishing win-win scheduling
and new promotion development. Dynamic Account Management, to include acquisitio
n, negotiation, and optimization of key accounts and proven success quickly tran
sforming low earning accounts. Motivational Team Leader skilled in hiring, train
ing and motivating work groups of 3 to 20 people.

PROFESSIONAL EXPERIENCE
DIRECTOR OF INTERNET MARKETING
CENTRAL DESKTOP a" PASADENA, CA, JUNE 2008 TO JULY 2010
Ran a sales focused Marketing Department. Responsible for building demand, gener
ating new trials and B2B enterprise leads. Managed 3 direct reports, our paid ad
vertising, SEM Accounts, SEO, Social Media, Lead Gen & Content Marketing initiat
ives.
Selected accomplishments:
*Increased lead quality, average orders size, and maintained quality-focused lea
d flow to grow sales 80% in 2009 & 40% in 2010
*Oversaw the development of a Customer Success Case Study website, now responsib
le for generating as many sales a month through SEO as we get through paid Goog
le advertising, at no monthly on-going cost

DIRECTOR OF ONLINE MARKETING

LEGALMATCH.COM a" SAN FRANCISCO, CA, SEPT 2006 TO MAY 2008
Oversaw all Online Marketing initiatives with a focus on lead generation for cli
ent accounts. Managed our larger SEM accounts, affiliate manger & SEM Marketin
g intern daily. Advised Creative Director on Landing Page adjustments & SEO opti
mization recommendations. Set-up automated email tips newsletter for client & le
ad generation. Coordinated lead generation geo-targeting with location based nee
ds of our client base.
Selected accomplishment:
*Cut average CPA costs by 37% while increasing total lead volume & lead quality
to highest levels in company history

INTERNET MARKETING CONSULTANT / ONLINE PUBLISHER

LIKE A GOD ENTERPRISES, LLC a" LAS VEGAS, NV, SEPT 2003 TO OCT 2009
Published a number of Search Arbitrage / Domain Arbitrage websites. Consulting t
o eCommerce, Publishing, Affiliate Program Management, & Search Engine Marketing
Clients. Led numerous clients to success in expanding business including settin
g-up strategic alliance & making PPC and e-mail campaign recommendations catapul
ting their business / sales to new highs. Clientsa strategy sessions. Successful
proposals for new business units / production of new Cable TV shows.
Selected accomplishments / Client success stories:
* Highest sales day ever for Inkfarm.com after implementing my email marketing r
ecommendation for re-marketing to existing clients
* Record growth for PartnerCentric.com after making strategic introductions / re
positioning offerings to CJ Power affiliates
* Record sales for Globat.com after implementing new sales model / affiliate pro
motions

DIRECTOR, BUSINESS DEVELOPMENT & SPECIAL PROJECTS

CHALLENGER ONE, LLC a" Glendale, CA, Sept 2002 to Sept 2003
Provided strategic guidance, established sales goals, and led team of 7 committe
d to pursuing and seizing business opportunities to meet aggressive sales target
s. Ensured awareness of and adherence to best practices throughout operation. Ne
gotiated pay-for-performance deals with Yahoo and AOL. Conducted historical anal
ysis and advanced staff talent through ongoing training to optimize ROI. Kept se
nior leadership team abreast of performance and activities.
Selected accomplishments:
* Initiated contact, negotiated, and secured pay-for-performance new business de
velopment deals with nine of top-ten trafficked Internet Publishers; ensured com
pany and client metrics were met.
* Successfully negotiated and managed online media-buying relationships / campai
gns generating $400,000 monthly in e-commerce revenue.
* Maintained strategic partnerships and managed related marketing agreements sla
ted to bring in $7.8 million in annual revenue.
* Optimized effectiveness of current business model to heighten revenue growth a
s well as expanded advertising/sales efforts through detailed analysis and testi
ng of new advertising methods.
* Drove Customer Loyalty and Customer Relationship Marketing initiative to boost
sales and referrals from prospects and clients; resulted in month over month in
creases as projected.

GROUP ACCOUNT MANAGER

HOMESTORE.COM., INC a" Westlake Village, CA, Sept 2000 to Sept 2001
Spearheaded development of customized, traffic-generating Internet advertising c
ampaigns for major strategic alliance partners to fulfill business objectives /
metrics. Expanded analysis process to improve results for greater client satisfa
ction. Collaborated with clients on opportunities to broaden online presence, pe
netrate new markets, and promote complementary Internet products / services. Par
tnered with programmers, graphic designers, and business unit heads to coordinat
e implementation of deal points of strategic alliances. Developed essential repo
rts to monitor performance and evaluate ROI.
Selected accomplishments:
* Boosted click-through rates up to 5000% for clients such as JC Penney as well
as realizing e-commerce sales increase of 300% over six months from web advertis
ing.
* Highly involved in strategy sessions with Kodak to generate Web-related new pr
oduct development.
* Instrumental in originating concept and proposing establishment of new lead-ad
vertising product / business unit, leveraging excess ad inventory and expected r
evenues, over and above existing business, projected between $40 million to $70
million.
* Invested considerable time creating cohesive team environment to expand motiva
tion and morale.
DIRECTOR, INTERNET MARKETING
DISC MARKETING a" Pasadena, CA, 2000
Selected to start-up business unit, hiring staff and developing Web-related prod
uct line to create new revenue stream. Identified viable opportunities, forged s
trategic alliances, and negotiated deals to build client base across targeted in
dustries, including direct marketing, advertising, promotion and music. Provided
expertise and consultative services to optimize clientsa Web sites by educating
on best practices for increased market effectiveness. Led major corporate Web s
ite redesign project, functioning as Web Producer, Site Architect, and Creative
Director.
Selected accomplishment:
* Surpassed anticipated results accelerating memberships 250% for United Airline
s CollegePlus frequent-flier program while serving as project team leader; devel
oped innovative Web site with built-in promotional and viral email component for
incentive to promote program.

DIRECTOR, MARKETING AND NEW BUSINESS DEVELOPMENT

GENANCHER, LTD a" Sacramento, CA, 1999 to 2000
Established infrastructure, developed internal plans, and led marketing departme
nt serving multiple business units accountable for computer consulting, technica
l staffing, and real-estate industries. Conceived branding and identity programs
/ activities to build name recognition and market share. Managed and jointly de
signed individual Web sites for each business unit to boost traffic and exposure
.
Selected accomplishment:
* Advised on and created Internet site for Hewlett Packard within limited time p
eriod, slashing processing time per order to 7 minutes from original 45 minutes.

PRODUCT MANAGER / AVB AND DATACOM PRODUCTS

APW ENCLOSURE a" Pacoima, CA, 1998 to 1999
Guided three-person team of $2 million marketing department focused on multiple
industries, including audio, broadcast, security, data, voice, and telecommunica
tions. Successfully executed integrated advertising plans / campaigns as well as
overseeing public relations and tradeshows to build business opportunities, dev
elop alliances and contribute to stated objectives.
Selected accomplishment:
* Proposed and implemented enhancements to online lead-management system, leadin
g to elimination of misrouted leads, generating 10% more leads routed to sales s
taff, and increasing customer satisfaction.

DIRECTOR OF MARKETING
AMERIPHONE, INC. a" Garden Grove, CA, 1998
Charged with departmental reorganization and driving marketing function to advan
ce growth outcomes and open new opportunities. Set standards to influence perfor
mance of four employees. Facilitated training of product managers on marketing-r
elated planning, program development and budget management as well as developing
creative advertising and trade show displays to generate product interest. Team
ed with engineers and graphic designers to contribute to new product development
, product design, and packaging improvements.
Selected accomplishment:
* Outperformed sales personnel at tradeshow, generating leads by promoting produ
ct advantages and strategizing on advertising programs; produced additional $3 m
illion in new business to contribute 27% of $11 million dollar company.

DIRECTOR OF MARKETING / WEBMASTER

WEST WORLD PRODUCTIONS, INC. a" Beverly Hills, CA, 1997 to 1998
Established and managed all aspects of newly created marketing department to rem
ain cost-efficient, improve market exposure, and market share while advancing ma
rket planning / research, advertising, and budget development. Orchestrated deta
ils of tradeshow / event planning while carrying out public-relations efforts.
Selected accomplishment:
* Personally designed and built 4 highly effective Web sites comprised of 500 pa
ges of interactive content, while slashing development costs in half through in-
house efforts.

EDUCATION & CREDENTIALS

MBA in International Management/ Finance Emphasis, 1995
THUNDERBIRD, THE AMERICAN GRADUATE SCHOOL OF INTERNATIONAL MANAGEMENTa" Glendale
, AZ
Ranked #1 International Business MBA program in U.S.
BS in Business Administration
PEPPERDINE UNIVERSITYa" Malibu, CA (1994)
Publication: aThe Truth About Internet Advertising,a The American Institute of
Computer Technology, 1995
Computer Skills: Internet Marketing Specialist: Google Advertising Professional
in SEM. Microsoft Certified Professional (MCP) in Web development; online compet
itive intelligence and market research. Word, Excel, Access, PowerPoint, Publish
er, and FrontPage; Photoshop; Google AdWords Editor