Anthony Sanchez

Resume

2010-01-07T13:42:00.005-07:00

Anthony Sanchez

MARKETING STRATEGIST / VP of MARKETING
Advertising / Branding / Internet Marketing / Lead Generation / Leadership / Marketing Communications / Public Relations / Strategic Marketing

Stanford-educated marketing professional with 20-year record of strong leadership and demonstrated results in high technology marketing. Entrepreneurially-minded, visionary, experienced in enterprise, mid-market and SMB segments, with B2B and B2C products. Expert at implementing marketing methodology, infrastructure and operations to maximize exposure and profitability. Exceptional “Out-Of-The-Box” thinking and laser focused on continual growth strategies.

• Strategic Marketing & Brand Development
• SEM, SEO, PPC, Internet Marketing
• Website Architecture, Design and Development
• Lead Generation & Subscription Programs
• Advertising Campaign Management
• Published Article & White Paper Author
• Public and Analyst Relations
• ROI, Metrics, Optimization Expert

PROFESSIONAL EXPERIENCE

Marketing Optimizer, Denver, CO
(Marketing Consulting) 2006 – present
MARKETING STRATEGIST

As sole proprietor, am responsible for acquiring and closing new customers, running operations, and providing full service marketing consulting to multiple clients simultaneously. Specialize in "no cost and low cost" marketing techniques for small businesses and entrepreneurs, and building "lead generation engines" for medium sized companies.
• Increased leads for real estate company 350% in 6 months through optimized lead flow on website and Target-Based advertising
• Increased leads 300% in 4 months through no cost and low cost marketing techniques
• Increased revenue 20% in 3 months for retail store through Target-Based advertising
• Identified Target Market segments, wrote Branding Platform, Launched social networking site

Waterford Technologies, Irvine, CA
(Email Archiving Software. $12MM) 2004 – 2006
VICE PRESIDENT OF MARKETING

Utilizing innovative marketing methodology, shaped corporate strategic direction and implemented go-to-market strategies for three distinct brands in entrepreneurial environment. Transformed product and sales-driven mindset into market and customer driven mindset. Led team in creating effective marketing programs such as brand advertising, lead generation, event management, PR, AR, website and creative development, that produced extraordinary results with minimal budget.
• Increased revenue 400% in two and a half years
• Increased leads 500% in first year
• Expanded product line from two to eight offerings
• Launched five websites in first six months
• Published numerous ads and byline articles in various national trade publications such as Network Computing, IT Architect, Windows IT Pro, and National Law Review
• Wrote strong, action-oriented collateral and widely distributed white papers
• Optimized SEO and Pay-Per-Click campaigns from a senior management perspective

Rainbow Technologies, Irvine, CA
(Security and Encryption Solutions. $450MM) 2002 – 2004
MARKETING DIRECTOR

Managed web development, creative design, PR, channel & events departments. Helped transition old-fashioned, product focused company into cutting edge, customer driven organization. Using innovative marketing methodology, developed effective strategies for market expansion, brand leadership, lead generation, customer retention, and community development that led to substantial results.
• Increased lead generation 300%, and reduced average cost per lead by 35%
• Increased community base over 1,000% in 11 months
• Increased website visitors by 50%, greatly improved corporate image and SEO results through successful re-design
• Strategically expanded global market reach by translating main website and collateral into 9 languages
• Launched global Channel Partner Program
• Art directed, wrote and edited websites, collateral, white papers, presentations, mass emails as well as ads in major publications such as Network Computing, Secure Enterprise, and VAR Business

Abacus America, San Diego, CA
(National ISP & Software Developer. $25MM) 2001 – 2002
VICE PRESIDENT OF MARKETING & BUSINESS DEVELOPMENT

Key executive team member leading marketing team on lead-generation campaigns, e-commerce website development, PR, product development and revenue-share partnership deals. Within entrepreneurial environment, created aggressive marketing plan to grow revenue from both consumer and enterprise product lines, using innovative marketing methodology.
• Increased corporate revenues over 35% in 6 months through effective optimization of print and SEO campaigns
• Reduced advertising costs by over 30% through negotiating extremely competitive rates
• Increased revenue growth by continually sourcing and testing new media campaigns
• Achieved 30 day ROI by greatly improving advertising efficiency on major campaigns
• Greatly improved customer satisfaction and quality ratings by implementing internal metrics and customer surveys
• Managed strategic relationships with partners such as Terra-Lycos, CNET and Kingston Technologies

CMP Media LLC, Irvine, CA
(Publishing Company $150MM) 2000 – 2001
DIRECTOR OF MARKETING & INTERNET STRATEGY

Developed long term marketing strategy for online and print subscriber base for multiple properties using innovative marketing methodology. Implemented broad range of marketing activities including multi-million dollar national advertising and branding campaigns, internal sales promotions, tradeshow logistics, media sponsorships, primary marketing research and focus groups. Managed marketing staff, led remote technical developers, advertising agency and numerous vendor relationships.
• Increased page views by 50% and subscriber base over 100% on CRN and VARBusiness
• Improved brand image by authoring and art directing all internal and external collateral, press releases, print advertisements, online advertisements and event signage
• Conceived of and managed new revenue generating web based services from conception to roll out
• Led creative design, development and usability of the ChannelWeb websites.

Oracle Corporation, Redwood Shores, CA
(Software Company. $10B) 1989 – 2000

SENIOR MARKETING PROGRAM MANAGER 1999 – 2000
Initiated and managed 1 to 1 customer relationship management program, while working with development team on Oracle CRM product. Evaluated most major CRM, Sales Force Automation and Content Management Systems on the market. Working with senior management, developed business case, project plans, and implemented multiple high-visibility marketing initiatives.

SENIOR MANAGER INTERNET MARKETING & DEVELOPMENT 1995 – 1999
Total marketing responsibility for Oracle’s Support Division, a $1 billion business unit. Acted as technology strategic planner, marketing communications designer, and manager of web applications development and user interface design. Responsible for creating brand goals, content messaging within all advertisements, collateral and websites for division’s services and products.
• Played instrumental role in success of industry-leading, technical support self-service website OracleMetaLink, one of the most cost-effective and active sites on the corporate domain
• Recipient “Special Virtual Team Award” for OracleMetaLink web redesign, “Excellence in Achievement Award” for tradeshow management and recipient of “1996 Vice President’s Award” for overall achievement and leadership
• Conceptualized and produced highly successful marketing intranet websites, CD-ROMs, webinars and collateral
• Initiated Oracle’s international Webmaster Task Force which drove global web marketing initiatives
• Effectively managed and worked with multiple contractors, design vendors and media agencies

U.S. DOCUMENTATION SALES MANAGER 1994 – 1995
Managed Oracle’s documentation sales group; responsible for customer service escalations and highest-level approval authority for all non-standard contracts. Also responsible for all operational needs for sales department of 90.
• Over-achieved $5 million annual revenue quota (110%) two years consecutively
• Identified and implemented new sales channel resulting in a 14% increase in revenue

TECHNICAL PROJECT MANAGER 1992 – 1994
Initiated, managed and implemented corporate-wide imaging project which replaced the corporate paper-based contract filing system with a user-friendly online storage and retrieval system; resulted in savings over $1.2 million in first year. Successfully managed strategy, interface design, technical staff, vendors and file conversion operations.

DEPARTMENT MANAGER 1989 – 1992
Successfully established and made profitable Oracle’s internal Print and Copy Center department by identifying opportunity to increase service levels and enhance quality of product documentation while significantly reducing expenses. Responsibility for $2 million annual budget, marketing, operations and six person staff.

EDUCATION

STANFORD UNIVERSITY, Stanford, CA. BA, Organizational Behavior, 1988. Courses included statistics, economics, computer science, and courses from the Stanford Graduate School of Business in Organizational Culture and Leadership.

PROFESSIONAL AFFILIATIONS / ACTIVITIES

• American Marketing Association
• Speaker: Seybold Conference 1997; Next Generation Web Marketing 1997
• Stanford Volunteer Mentor / Speaker, Stanford Alumni Association

Candidate Open Letter

2008-01-03T16:06:00.002-07:00

Executive Summary
I am a Stanford-educated leader with deep marketing, business and technology experience with a proven record of building and leading world-class marketing organizations and brands. One of my specialties is implementing my marketing methodology that leverages integrated marketing campaigns with communities and website interactions to produce extraordinary lead generation results. Always, with a customer-centric mindset and metric-focused optimization, I have consistently led my teams to success. I have been especially helpful at coming into companies that need fresh new ideas and energy to go to the “next level”. To be honest, I have a history of over-achievement and success, and will accomplish any goal that I set my mind to.

Characteristics:
• Excellent verbal communication skills, creative writer
• Passionate, dedicated, focused, tenacious, resourceful
• Deeply analytical, scientific, optimizer
• Diplomatic, collaborative, positive
• Natural leader, coaching & developing successful teams
• Innovative, Creative “Outside of the Box” thinking

Seasoned Marketing Professional
• Degree from Stanford University
• 20 years of overall business experience, managing and motivating successful teams
• 20 years of marketing and branding experience at world-class organizations
• 20 years of experience in Internet Marketing, Web Development & Search Advertising

I have two decades of deep and broad experience in all aspects of marketing and business that contributes to my ability to be continually successful. I’ve been managing departments and people since my first year at Oracle. I gained great operational, sales, marketing and customer service experience while in various roles during my 11 years at Oracle.

After focusing on the combination of the Internet and marketing in 1995, I have had some rare opportunities to leverage these experiences as Director and VP of Marketing for several other high technology companies. In these roles, I honed my skills in all aspects of marketing, branding, advertising, communications, PR, SEO, and other Internet strategies.

Strategic Marketing
• Large impact on defining corporate and marketing goals
• Define online and integrated strategy
• Extraordinary results from effective methodology

As part of my marketing leadership roles for the last eight years, I have been in charge of defining, developing, and delivering integrated marketing campaigns and programs, resulting in major improvements in lead generation, sales, market leadership, and PR.

Using my own “methodology” that I have developed over the last two decades, I am able to identify the best strategies and tactics for a given company to achieve their key business goals. The output of this process is a well-aligned organization, a well-oiled marketing campaign “engine”, and highly leveraged and “optimized” marketing programs.

Creative & Innovative
I have a natural creative instinct, especially when it comes to “thinking outside the box”, brainstorming, creating a new campaign, or finding new ways to meet customer needs. This all adds to the value of strong, creative and on target marketing. While at Oracle, I was given the nickname “Intrapreneur” because of my penchant for creating new business opportunities and constantly innovating within the company, which also earned me the 1996 Vice President’s award.

Analytics & Online Marketing
I have been actively using online marketing techniques for 12 years, something few other marketing executives can claim. I was the first full time Web Marketing Manager at Oracle back in 1995. I have 12 years experience in utilizing Internet marketing technologies and tactics such as marketing optimization, lead-generation, PPC, Banner Ads, Sponsorships, SEO/SEM, etc. I’m also highly experienced with email direct marketing, developing sequential, triggered and multi-step automated email marketing campaigns with and without marketing automation systems. I measure, analyze and optimize everything I do because I am very results-oriented when it comes to physical direct marketing, marketing ROI, analytics, campaign optimization, community development, traffic generation, or sales conversion ratios.

Customer Acquisition & Community Building
I have in-depth experience with online properties, acquiring both advertisers and users. In fact, I built a community to over 100,000 in less than a year. I deeply understand the “Customer Lifecycle” and how good relationship and behavioral marketing can positively affect usage, retention, image, brand, and share of wallet. I have built high value Advertiser portals that provide needed intelligence and metrics showing positive ROI for advertisers and as a result increased spending from them.

Strong Communication Skills & Drive to Win
My interpersonal and communication skills are appropriate for an executive level position. I enjoy building relationships, managing staff, speaking with groups, can present on a wide variety of subjects, and always wear my “customer service hat” when dealing with internal and external customers, agencies, vendors and partners. My writing skills are very strong; I have written many published articles, white papers, websites, and of course, collateral and ad copy. I have a strong internal drive to succeed; I would not have gotten into Stanford or have been so successful at Oracle for 11 years without that drive to win.

Summary
I hope I have given you a feel for what I am like, and how I can bring significant value to whatever company is next for me. I am happy to discuss this further at any time. Please feel free to call me at the number below.

Thank you,
Anthony Sanchez
303-862-8447

My Secrets to Success...

2007-12-10T21:24:00.002-07:00

I was talking to one of my high school friends a year or so ago when she asked what my "secrets to success" were. I was a little surprised that I was being asked the question at all, much less by my friend who has seen me grow up and knows me better than most. Anyway, here's how I would answer the question now.

Attitude
To me, this is the single most important aspect that has contributed to my success. I'm not talking about being one of those bubbly cheerleader personalities that goes around with a smile all the time.

I am talking about somebody who has an inner optimistic outlook , who doesn't get down on himself due to outside forces. When I speak to recent grads or at other events, sometimes I speak about a Stanford grad I knew who started out as a receptionist at Oracle for his first job, yet he was extremely positive, helpful, humble and gave his best effort everyday. I hired him the first chance I got, and he turned out to be one of the best employees I ever had.

That positive inner voice is so crucial to success, it represents self-motivation, dedication, professionalism, and truly inspires others who interact with a person like this. I believe my positive attitude has contributed to my success more than any other skill or characteristic.

Insight
I have been told since I was a little boy that I have been able to understand situations and people extremely well. Being able to put yourself in someone else's shoes is invaluable and has allowed me to understand and empathize with customers, partners, and employees in order to proactively address their needs successfully. This ability has also proven extremely valuable in quickly building rapport with press, analysts, employers and partners.

Communication
Closely related to insight, is communication because being able to listen well and extrapolate based on what someone is saying, and not saying, and the situation that surrounds that conversation has helped me immensely. Conversely, being able to clearly articulate my ideas verbally or in writing has always been something that I have relied on in school and the professional world. I also include diplomacy and customer service skills in this section, which have also served me well as a professional who is always serving an internal or external audience.

Teamwork
Being able to select and develop a team is one of my favorite things to do as a manager because it is very fulfilling. It is also one of the most powerful things that a company can do because it leverages the skills and capabilities of multiple people. With the right leader and the right goals, a team can accomplish way more together than they ever might have separately.

Focus
I think focus is not simply the ability to block out distractions, and concentrate on a task. More powerfully than that, this also includes brain cycles dedicated to improving the business, seeing new opportunities and solving work problems as you go through the day, on the drive home, while exercising, even while sleeping. I can't tell you how many times I brainstormed a great campaign idea while not at work.

Optimization
This is one of my favorite words and activities of all time. I like it because it means continuous improvement, efficiency, seeking the best, a quest for perfection. I visualize optimization as an upward spiral, where things are only getting better and more on track with time, insight, teamwork, focus and change. The more work put into optimizing a process, the more accurate it becomes, and often the less work in the long term needs to be done, hence higher efficiency.

Work Portfolio

2007-12-08T17:14:00.001-07:00

This is a working list of my portfolio as many of my samples are in print form, which will take me some time to find and scan, and other pieces I need to dig out of my archive files on DVD.

For now, here is some of my most recent work.

Waterford Technologies
Website:

About 95% of my work is still there. I wrote almost the entire site content, and created the structure and lead flow mechanisms.
I helped expand the product set, researched and named several of the products, gained the industry analyst accolades, acquired key reviews by industry publications, and wrote the white papers and other collateral.

White Papers:

Published Articles:

Quote in Published Article:

http://www.byteandswitch.com/document.asp?doc_id=82031

I also have many other advertisements, brochures and writing samples in hard copy. Please ask me about them if you are interested.

Ideal Position

2007-12-08T15:25:00.001-07:00

Update: I am no longer seeking employment, as a full time Marketing Consultant. I leave this in for archival purpose.

I am seeking a Vice President of Marketing position in a small to medium sized high tech company in the Denver Metro area of Colorado. I will also consider Sr. Director or Director level positions depending on the company, products, industry and compensation.

I prefer to stay in the Denver Metro area, however, for the right company, I will definitely consider moving back to the S.F. Bay Area (Silicon Valley) of California, where I lived most of my life.

My ideal position would involve creating and implementing traditional marketing, branding, print as well as interactive online campaigns for a high-technology, entrepreneurial company with a leading product or service. Also ideally, as part of the executive team, I would be closely involved with helping to strategize and establish overall corporate and marketing goals.

I have deep experience in all aspects of marketing, demand generation, internet marketing, website development, and how to leverage all these for maximum results. I’ve been very successful at building marketing departments within a company and leading marketing teams to achieve extraordinary success.

Marketing Skills Used

2007-12-02T15:12:00.000-07:00

Strategic Marketing
• Annual and long term marketing planning
• Business planning and reviews
• Competitive awareness, analysis and assessments
• Positioning strengths
• Product branding guidelines, review and enforcement
• Building Business Development relationships
• Audience segmentation, demographic profiling
• Research surveys, focus groups
• Product management & requirements definition
• System, process, and infrastructure planning

Advertising Campaign Management
• Advertising campaigns - national print, online and events
• Direct Marketing List segmentation, testing, optimization
• Magazine ad development & placement
• Response analysis, campaign tracking, ROI
• Sales conversion optimization
• Online landing pages, forms generation
• Email messaging, structure and content for optimal response rates
• Measurements, surveys and reporting to analyze and optimize effectiveness of campaigns and message

Marketing Communications
• Integration of correct positioning and messaging
• Writing, editing, final approval of collateral, ad copy, websites, newsletters, white papers, multimedia
• Art direction, communicating marketing needs to guide creative process
• Sales tool development, PowerPoint presentation templates, interactive CDs, training intranets
• Manage production of collateral design, graphics, packaging
• Manage production of tradeshow logistics, promotions, signage and staffing
• Building good relationships with press, producers, reporters, radio personalities, bloggers
• Identifying and building good relationships with industry Analysts
• Delivering positive and powerful analyst reports
• Logo creation
• Product definition, naming

Internet Marketing
• Design and implement online marketing campaigns
• Design and implement plan website strategy and architecture
• Search engine optimization, pay per click and keyword sponsorships
• Online campaigns, banner creation & ad inventory control
• Manage media sponsorships of newsletters, web casts, online conferences, events
• Email messaging, layout and optimization
• Manage staff who produce website logistics, graphics, search engine optimization, web reporting
• Barter, link agreements with other websites
• Online community development
• Customer acquisition strategy
• Alignment with sales strategy
• Online promotions, contests

Public Relations
• Create integrated PR strategy
• Develop creative PR campaigns that draw maximum attention
• Leverage PR campaigns using Internet, Blogs, and other new media channels
• Manage PR agency
• Manage production of press releases

Website Management
• Strategic web planning and network architecture
• E-Commerce management and optimization
• Content Management, personalization, retention tactics
• Usability, navigation analysis, look and feel design
• Website traffic analysis using Google Analytics, Accrue, Web Trends

Marketing Operations
• Management of Marketing databases
• Definition and enforcement of lead qualification criteria
• Plan and oversee integration of Marketing Automation system with CRM system
• Lead generation infrastructure build out
• Campaign reporting system, Pipeline reporting
• Manage Channel Marketing program
• Vendor & Agency management
• Budget management, Partner co-op funding

Web Application Development Management
• Develop and manage user interactive applications
• Internet, intranet website application development
• News feed content syndication application
• Workflow, process management applications
• Advertising opportunity reporting functionality

Leadership
• Recruiting, interviewing candidates
• Team building, collaboration, consensus-building
• Motivating toward success
• Management of creative staff
• Delegation, empowerment
• Networking, relationship building
• Performance evaluations and feedback
• Conflict resolution

Commentary on work at Waterford Technologies

2007-11-01T15:33:00.001-06:00

A recent job was as Vice President of Marketing at Waterford Technologies in Irvine, CA. In this position, I was responsible for all marketing strategy and programs for three distinct product lines, which was basically like being the VP of Marketing for three companies simultaneously.

The main company, Waterford Technologies, had an email archiving software called MailMeter. I helped develop this core product into multiple variations over the years to address specific segments and business problems. For example, we had a strong interest from attorneys, so we launched MailMeter Investigate to solve their issues searching for terms within corporate email that would enhance their case files. This was a fun industry to be involved in since when I started nobody had heard of Email Archiving, and by the time I left, it was a very competitive and well-known industry. I had many successes at this company besides developing the product lines, such as building a high-yield Lead Generation Engine, developing multiple effective websites, having multiple articles of mine published in trade magazines, and achieving a spot on Gartner's Magic Quadrant (...without being a paid customer!).

DPD, a sister company to Waterford Technologies, had the GoldFax product line, a leading fax software product. This mature product line needed re-vitalization to compete with newer products on the market, so I re-tooled all collateral, websites, even the logo and went back to market and the channel with the new image and some new key functionality that led to a major upswing in sales.

The third company, SeattleLab, had multiple software programs, the main ones being an email application and anti-virus software for small businesses. These products have been around for many years, targeted the very small business market, and were mostly sold via e-commerce using our website.

Each of these product lines had a distinct audience segments, competitors, events, partners, and their own set of websites and content, so it was challenging to wear three hats and be able to switch gears from one phone call to the next.

I was hired to come up with an annual plan for marketing programs for all three product lines that would increase brand awareness, website traffic, lead generation and sales revenue. I managed all programs and built the systems and infrastructure in these small companies to enable significantly increased sales, enhanced brands, and long-term success. I enjoyed the wide variety of responsibilities, the small company environment, and the direct impact I had as a member of the small executive team.