Mark Pilipczuk
-M.B.A., Marketing Management. Lubin Graduate School of Business, Pace University -B.S., Business Administration, cum laude Utica College
| Headline: | Entrepreneur |
| Website: | http://mapconsultingllc.com |
| Skills: | Business, Leadership, Management, Marketing |
| Location: | Northern Virginia |
| Interested in: | Brainstorming, Finding business partners, Finding cofounders, Finding team mates, Meeting new people, Professional opportunities, Promoting my startups, Recruiting for my startup |
| Tags: | aol, behavioral targeting, branded media, cmo, conservation, continuity, credit card, crm, database marketing, entertainment, financial services, mba, online marketing, publishing, registration platform, subscription marketing |
| Schools: | Pace University, Utica College |
FULL BIO
Senior marketing professional with eighteen years of progressive experience in the Internet/online services, publishing and nonprofit industries, with expertise in all elements of direct response marketing and a focus on acquisition marketing for subscription and continuity businesses. Demonstrated ability to consistently exceed business targets through the development and execution of new marketing channels, strategies and products. Strong technical aptitude coupled with strategic, analytical and P&L management expertise.
WORK EXPERIENCE
| Employer: | AOL LLC Dulles, Virginia |
| Position: | Senior Vice President, Campaign Management |
| Time period: | October 2005 - October 2007 |
| Description: | Responsible for managing acquisition, retention and upsell campaigns targeted to prospective and current free and paying AOL customers via offline and online marketing channels. Managed AOL’s marketing databases, including customer and prospect demographic, behavioral, performance and Omniture tracking data. Led the team that created AOL registration platforms, marketing landing pages and product tours, as well as development and delivery of online web store and shopping cart technology. Prior to shift to free AOL strategy was responsible for annual offline marketing investment of over $250 million and acquisition of over 2.4 million new customers, utilizing 8 major channels and over 100 campaigns per year. Managed team of 53. Other responsibilities and accomplishments include:
• Delivered +5% registrations vs. target in first half of FY06 while reducing average cost per registration by 10% through improved channel selection and test development • Rolled out fractional factorial testing to drive more rapid test/learn cycles with annual savings of over $3 million • Led process to identify and roll out first attitudinal segmentation scheme at AOL used by both Marketing and Product development teams • Consolidated offline creative agencies from 15 to 2 and led process to ensure all direct response efforts were in conformance with brand visual identity guidelines, while maintaining campaign performance metrics |
| Employer: | World Wildlife Fund, Washington D.C. |
| Position: | Vice President, Marketing |
| Time period: | April 2004 - October 2005 |
| Description: | Responsible for membership acquisition and retention, affinity/partner and travel marketing, member services and marketing analysis. Generated unrestricted revenue for the institution and managed membership base of over one million members and supporters. P&L responsibility for $37 million in revenue with a marketing budget of $22 million. Managed team of 38. Other responsibilities and accomplishments included:
• Exceeded FY05 annual net income goal by 19% by increasing member average gift size through improved targeting and new partnerships • Achieved FY05 online marketing revenues by mid-year through adoption of online web analytics platform • Grew e-newsletter file by almost 200% through implementation of append and co-registration strategies • Developed new affinity partnerships with Masterfoods and Ty, delivering over $1 million in new unrestricted revenue annually • Implemented outsourcing strategy for all Tier 1 gift processing and inbound calls |
| Employer: | America Online Inc., Dulles, Virginia |
| Position: | Vice President, Broadband Marketing Strategy and Planning Mar: Executive Director, Broadband Marketing; Marketing Director, CompuServe & Broadband |
| Time period: | January 1999 - April 2004 |
| Description: | Developed marketing strategy and plans for AOL for Broadband, including membership and penetration targets, marketing budgets, product pricing, offer strategy and competitive intelligence. Marketing lead for distribution negotiations with new partners, including new ILEC and MSO partners. Managed team of eight. Other responsibilities and accomplishments included:
• Responsible for initial launch of AOL’s Broadband marketing efforts, including developing the channel mix strategy to leverage AOL’s outbound telemarketing, online and retail/OEM channels to drive registrations • Developed test plan and led cross-divisional team to successfully execute the first joint AOL/Time Warner Cable Internet services marketing trial • Managed and prioritized Broadband research budget of over $4 million annually • Business owner for Broadband Upsell Web Interface system, which enabled the launch of DSL, Cable and BYOA qualification and registration in AOL’s Retail and OEM channels • Led cross functional team to re-architect AOL’s Consumer Marketing Database to add broadband qualification data to enable selection and targeting of members for broadband marketing efforts in all acquisition channels • Developed the CompuServe 2000 Premier sub-brand for use in retail rebate programs |
| Employer: | International Masters Publishers, Stamford, Connecticut |
| Position: | Director, New Projects |
| Time period: | March 1998 - December 1998 |
| Description: | Responsible for analysis and development of new business opportunities, reporting to company president. Managed team of four. Other responsibilities and accomplishments included:
• Developed and launched a new profitable catalog business targeted to IMP customers, negotiating with third party vendors to provide all product and catalog fulfillment, achieving return on marketing investment of over 50% • Led product development team, including driving all consumer research and database analysis to develop Great American Home Cooking hybrid magazine/continuity cooking club, with launch budget of $2 million • Managed international team as Global Lead Marketing User for IMP Group’s global intranet rollout • Developed curriculum and served as instructor at IMP’s Direct Marketing Advanced course in Marbella, Spain |
| Employer: | International Masters Publishers, Stamford, Connecticut |
| Position: | Marketing Director, Home & Hobby Products; Marketing Manager, Home & Hobby Products; Associate Marketing Manager: Assistant Marketing Manager |
| Time period: | January 1992 - February 1998 |
| Description: | Full P&L responsibility for all Home & Hobby card continuity products, a $90 million gross revenue business. Consistently achieved an annual return on marketing investment of over 70%. Managed marketing budget of over $38 million invested in 46 annual campaign efforts. Responsible for all aspects of Direct Response marketing mix: list selection, database modeling, test design, creative execution and analysis. As Marketing Director was responsible for new product development for all Home & Hobby products, including non-card continuity products. Managed and led a team of five. Other responsibilities and accomplishments included:
• Developed and launched three new card continuity products 1995 – 1998, accounting for the majority of Home & Hobby revenues and profits through 2000 • Set IMP Group international standards for List Segmentation and Analysis systems and processes • U.S. business owner on IMP’s Marketing Segmentation Reference Group, responsible for steering IMP Group global direction and investment in database marketing |
| Employer: | Prodigy Services Company, White Plains, New York |
| Position: | Advertising Copywriter |
| Time period: | June 1988 - December 1991 |
EDUCATION
| University: | Utica College |
| University: | Pace University |
| Degree: | Marketing Management , MBA |
| University: | Utica College |
| University: | Utica College |
INFORMATION
| Memberships: | Vice Chairperson, Board of Trustees, Utica College, Utica, NY
AOL Voting Member, Direct Marketing Association; 2007 DMA Direct Marketer of the Year Selection Committee |
Mark's Startups (1)
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MAP Consulting
We are a marketing consultancy specializing in online and offline direct response marketing, with a focus on new customer acquisition. Our objective is to drive ROMI for our clients using classical direct response techniques and solid testing design
Mark is Following (21)
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LoyaltyMatch
LoyaltyMatch is the first person-to-person marketplace that enables loyalty program members to convert their points and miles into cash.
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ComedyBlaze.tv
Online Comedy TV Network that pays 50% of advertising profit to uploader. $5k prize for most viewed video and $50k prize for most viewed video at end of year.
Mark's Contacts (1)
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Mark Thomas
I recently graduated from BYU. I am now working full-time to make Qgia a resounding success. I hope to be a serial entrepreneur and believe that our world only improves through innovation.