Resume

David M. Pratt

Marketing Executive Profile

Seasoned marketing professional with a proven ability to lead change and develop marketing
strategic plans and programs. Creative, competent, and hands on. Proficient in a wide range of
marketing functions including:

Marketing Strategy, Online Marketing (SEO, PPC, CPA), Web Analytics,  Social Media, Integrated Marketing Communications, Market Research, Writing  and Media Relations

Professional Experience

MiCash Inc., Washington, DC
Online Marketing Manager, Jan. 2010 – Present

MiCash markets a prepaid debit card and other financial services. Cut $100,000 in annual
outsourced marketing expenses by bringing in-house social media marketing, PPC advertising,
and SEO and SEM.

• Redeveloped corporate website from a static HTML website to a WordPress CMS with integrated blog, ensuring that all pages were fully optimized for search engines. Set up Google analytics and SEO tools to gain competitive insights.
• Improved open rates on direct mail campaigns by 24% and conversion rates on key web landing pages by 60%.
• Reduced the cost-per-action (CPA) in PPC advertising by 36% while simultaneously expanding keywords.
• Signed up and managed major new affiliate marketing networks.
• Blogged, tweeted, Facebooked, and left comments on blogs and boards for social media engagement and to grow website traffic and build brand recognition.

The Alban Institute, Herndon, VA
Director of Marketing, 2005 – Nov. 2009

Developed a new cross-departmental marketing capacity and three-year strategic marketing plan for this prestigious 26-person, $5 million national nonprofit organization with business units in publishing, management consulting, and education.

• Project managed a website redesign via site architecture, wireframes, RFPs, a migration to Ektron CMS, and oversight of third-party developers.  After meeting deliverables for re-launch, site visits rose by 50% over 24 months and average time spent on the site increased 300%.
• Led consulting team’s refinement of its business development process by conducting market research and producing sales prospecting tools that included professional services descriptions, bylined articles, client case studies, presentations, and e-newsletters.
• Recommended, managed, and launched new Web 2.0 initiatives including blogs, webinars, podcasts, streaming video, RSS feeds, Google analytics, Google Ad words, targeted direct e-mail campaigns, electronic books, SEO, and customer engagement on social media (Twitter, Facebook, Scribd, LinkedIn, YouTube).
• Introduced webinars on the Webex platform in 2008. Webinars now represent the fastest growing and largest revenue stream within the organization’s total education revenues.
• Tripled the annual number of marketing impressions over the past two years by focusing on
  digital marketing and growing a direct-marketing contact database (in Avectra Netforum), doubling subscribers to flagship e-newsletter (using Constant Contact), while reducing the marketing budget by over 50% since 2006.
• Wrote fund raising letters and produced annual reports.

Superscope Technologies, Inc. , Geneva, IL
Marketing Manager 1999 – 2005

Was sole marketing person for this manufacturer and distributor of professional audio and video equipment under the Superscope and Marantz Professional brands.

• Penetrated the music education market with the launch of a new product line, dominating market share to the extent that larger competitors developed copycat products.
• Positioned the Marantz Professional audio products brand for a multi-million dollar acquisition by a venture capital firm.
• Managed change from a business-to-business sales to a direct-to-consumer sales model
  by redeveloping the website with e-commerce and renegotiating reseller agreements.
  
  

Grant Thornton, LLP, Chicago, IL
Senior Editor, National Marketing Department 1997 – 1999

Grant Thornton is a major national accounting, tax, and professional services firm.

• Led the national marketing department’s project to migrate employee communications from a printed newsletter to a weekly e-mail newsletter and a new nationwide intranet.
• Wrote speeches, articles, brochures, annual reports, and the annual survey of mid-sized American manufacturers; edited capital markets and manufacturing newsletters.

Previous Marketing Experience

As a qualitative marketing analyst, produced actionable reports on focus groups for Fortune
500 clients, including Kimberly Clark. Made consumer product design and marketing
recommendations. Analyzed screenplays for the Showtime Network, Castle Rock
Entertainment, and Amblin Entertainment. Wrote an annual report for Tellabs
Inc. a Fortune 500 telecommunications giant, and TV show pilot script for Abby Lou
Entertainment. Wrote and edited business articles for Maher Publications, publishers of
Downbeat Magazine. Chosen from 3,400 applicants for a prestigious 1-year fellowship
sponsored by Steven Spielberg and Universal Studios.

Education

Master of Fine Arts, Creative Writing
University of Arkansas, Fayetteville, Ark.

Bachelors of Science in Journalism
University of Illinois, Urbana, Ill.