Mike Alvear 1579 Monroe Drive #F-501 * Atlanta * GA 30324 E: ma13e56da@westpost.

net C: 404-444-8324 Award Winning Media Director With A 360o Approach To Results Senior media and marketing strategist with diversified background in ad agency m edia buying, client-side media management, and entrepreneurial ecommerce. Excel s at creating breakthrough media programs by using 360o expertise in traditional and digital media, combining it with innovative product development, and leadin g the process in collaborative team environments. CORE COMPETENCIES Ad * * * * * Agency Side Traditional Media Buying & Planning New Business Development Account Service B2B + B2C Innovative Media Promotions

Client Side * Set Fortune 1000 Company Strategy * Built Collaborative 13-Member Team * Hired & Managed Ad Agencies * Brand Management & Stewardship * Administered $24 Million Budget Entrepreneurial Side * Online product launches * Social Media Marketing * CTR & CR Optimization * SEO + SEM + CRM programs * Author & columnist KEY ACHIEVEMENTS Traditional Media Buying * Developed new buying approach that won $10 million in new ad agency business * Developed hybrid image/response strategy that increased media response rates by up to 200% * Won Mediaweek's Media Plan of The Year for novel strategy of mixing PSA's and paid media. Digital Media * Achieved first page search engine rankings for three separate online products . * Consistently achieve 2% click-thrus in Adwords, Yahoo and Facebook ad campaig ns. * Consistently achieve 3% conversion rates on landing pages. Offline & Online Product Development * Created pay per minute phone counseling service for national chain of mental health hospitals.

* Launched Blabbermash.com, a video sharing site with starred reviews from mash able.com * Developed, wrote and marketed a suite of branded eBooks, audio and webinars. Media Relations * Selection as frequent guest commentator at NPR's All Things Considered. * Published columns in The New York Times, Reader's Digest, Washington Post and Newsweek. * Selection as co-host of an international TV series picked up by HBO, with app earances on the Today Show and Tyra Banks. PROFESSIONAL BACKGROUND Woodpecker Media 2001- Present Entrepreneurial enterprise leveraging self-created content into digital products Entrepreneur Content creator and chief marketing officer for the development, branding and ma rketing of online products and services. Product Development * Conceived and launched Blabbermash.com, a video-sharing site using the wisdom of crowds to answer personal dilemmas. Starred reviews from mashable.com and k illerapps.com. * Conceived, wrote and launched a suite of branded eBooks, audio and webinars i n the dating and relationships space. Based on original and re-purposed content as author of traditionally published books and columns and as TV presenter for HBO's international series, The Sex Inspectors. Books include Men Are Pigs But We Love Bacon (Kensington), Alexander The Fabulous: The Man Who Brought The Wor ld To Its Knees (Alyson) and Sex Inspectors Masterclass: How to Have an Amazing Sex Life (Penguin) Digital Marketing Developed strategic direction and manage day-to-day marketing tactics of proprie tary online products. Created an Attract/Convert/Retain model with the followin g components: * Blogs: Established, manage and develop content strategies that support prod uct sales at mikealvear.com and four other blogs. * Search Engine Optimization (SEO): Disciplined system of information architec ture, internal and inbound linking strategy, keyword relevance, image alt attrib utes, and more resulting in top SERP ranking for relevant keywords across all pr operties. * Search Engine Marketing: Manage Pay Per Click (PPC) campaigns on Google Adwo rds, Yahoo and Facebook. Consistently achieve 2% CTR with a bid management appr oach that consistently improves ROI. * Landing Page Optimization: Conduct A/B testing and multi-variant testing in concert with Google Analytics. Achieve up to 3% conversion rates. * Affiliate Marketing: Developed strategic alliances with dating and news & in formation sites to co-market with ad banners and original content resulting in 5 0% sales increase. * CRM Program: Developed and manage email marketing campaigns for cross-produc t sales.

Social Media, Marketing and Communications * Catapulted small, niche blog (whatnowatlanta.com) into a powerful city news s ource with a Facebook fan page (2,500 Likes) and 3,500 Twitter followers in less than a year. * Created communication strategy that resulted in: Appearances on the Today Show, Tyra Banks and Greg Behrendt. Selection as guest commentator on NPR's All Things Considered Selection as co-host of HBO's The Sex Inspectors Op-ed columns published in The New York Times, Washington Post, and Newsweek Feature articles in Reader's Digest, salon.com, Marie Claire

Magellan/Charter Behavioral Health 1996-2000 Fortune 1000 company specializing in treating mental health & drug & alcohol add iction Executive Director, Media Responsible for setting company-wide media strategy, promotion and protection of brand equity, management of 13-member staff of buyers and planners, and impleme nting an ROI-based media budget of $24 million in print, broadcast and outdoor. Media Strategy Accomplishments * Developed, managed and implemented a new hybrid of image-oriented, response-d riven broadcast buys resulting in 50%-200% increase in responses across 35 marke ts. * Introduced the first long-form infomercial in the healthcare industry. * Conceived and managed a strategic alliance with TV station groups that tied c lient dollars to the station's willingness to produce and air celebrity endorsed PSA's and news segments for the mental health category. Chosen by Mediaweek as Media Plan Of The Year (1998). * Created, developed and launched innovative new service-pay per minute phone c ounseling. * Authored media and marketing strategy columns for Adweek and Inside Media. Management Accomplishments * Built in-house media department from scratch. Hired, supervised, and laid th e operational framework for running a 13-member staff of buyers, planners and ad min staff. * Created a collaborative team-based approach to buying and account service. * Selected and managed ad agencies (RPA, Honda's agency), media buying services (Western International Media, now Interpublic) and creative shops (J. Walter Th ompson) for special media and marketing projects. Additional Professional Background Media Director, Bigelow & Eigel (full service ad agency) 1992-1995 Business Development Director, The Westerman Agency (marketing agency) 1990-1991 Sales Account Executive, Arbitron Ratings (Nielsen competitor) 1985-1989 Media Buyer, Beber Silverstein Group (ad agency) 1981-1984