Reach me by e-mail at: alpern [at] hotmail [dot] com

David S. Alpern
USC MARSHALL MBA 1996

SUMMARY OF QUALIFICATIONS

NEW BUSINESS LEAD GENERATION, SEARCH & ANALYTICS

Deep expertise leading domestic and global digital direct-response, lead-generation campaigns.
Analytics background driving insights to optimize for share, leads/conversions, traffic acquisition,
and sales in Fortune 1000 organizations, agencies & SMEs. Post USC MBA cross-media includes:
Digital: AltaVista, Print: LA Times, Radio: KFWB, TV: Montel Williams, Mr. Wizard.

EXPERIENCE

Endertech, Torrance, California; 2018 - Present
Digital Director
Website Development Firm, Marketing and Business Development Director

Oversee agency’s business development and inbound lead generation for
array of technology services: website design, software development,
cloud hosting, website maintenance, web security

Digital Marketing Division Director – client campaigns: SEO,
social media influencer marketing

InternetOMG, Long Beach, California; 2009 - Present
Managing Director
Interactive alliance sales with several search, lead generation, and social media firms, along with
direct optimization engagements for clients in manufacturing, services, and career technical colleges.

Toolots - Director of E-Commerce Search Targeting
Established & implemented comprehensive PR based SEO program for B2B ecommerce start-up

Phelps - Paid search, UX, account management, new business development pitches and research
Clients: Bosley Medical Hair Restoration, Toco Warranty, Natrol, LA Sheriff recruiting campaign

Skechers - Oversaw all traffic acquisition: Email, search, retargeting, mobile
Designed special PPC campaign in support of 2011 Super Bowl advertising with Kim Kardashian
that contributed to a 4X increase in social media "likes" in Q1 2011. Search support of new
Skechers.com overhaul in Nov. 2010 has lead to increases in AOV (average order value), time
on site, and ROAS (return on ad spend) as measured by Coremetrics and Mediaplex

EverydayHealth - Develop all lead generation traffic for BreastImplants411.com
and TopDentists.com. Oversaw the Oct. 2010 relaunch and rebranding of the site

Above Line Media - Head of search. Start-up lead gen firm. Clients in education and health.
Reduced CPC by 28%; grew inbound traffic 52%. Landing page design, conversion behavior

Agency alliances with Phelps (Public Storage), INK (Yokohama Tires), Interactive Buzz (Del Monte)

Doner Advertising, Newport Beach, California; 2007 - 2009
Account Director, Search Marketing
Launched the new search department for the advertising agency’s west coast clients and prospects.
Oversaw interactive team's SEM campaign strategy's growth, media planning, and analytics.

Client campaigns in automotive (Mazda), travel (Expedia), QSR (Del Taco),
restaurants (Roy’s Hawaiian Fusion), home improvement (Black & Decker),
non-profit and healthcare (Orange County Marathon, JDRF)

Managed $500,000+ monthly budgets to support traffic & lead generation goals

Doubled Mazda traffic's KPIs (key performance indicators = conversions) in first four months
tripled PPC budget over two years, reduced CPL, innovated, launched, and
drove traffic to social media platforms, forums, games, and contests
Frequent sales pitches resulted in annual new business client billings in excess of $60,000

Social media viral awareness and seeding strategy development on behalf of several client campaigs

California State University, Long Beach; 2006 - 2008
University Instructor
Taught popular upper division Internet Marketing course in the College of Business Administration.

Course topics include paid placement, SEO, B2B, loyalty, eCommerce sales, online behavior,
analytics and measurement, PR, web tools, usability, advertising, website design, rich media

Extensive waiting list of students eager to become the next generation of Internet marketers

Corinthian Colleges, Santa Ana, California; 2006 - 2007
Director of Online Marketing
Led all Internet lead-generation and Web 2.0 strategies to drive school admissions for 134 campus locations
in the USA & Canada: Search, site design and usability, social media, behavioral targeting

Oversaw $40 million affiliate marketing campaign targeting prospective student leads

Managed a team of 5, including developers, copywriter, web designer, and account executive

Developed and launched complete website redesign, directing efforts of Tribal DDB agency

Implementation of SEO techniques and strategies to improve site relevancy and search results

Local.com / Interchange Corporation, Irvine, California; 2005 - 2006
Online Marketing Manager
Develop SEM & SEO strategies to attract unique visitors
and page views to grow and monetize the site.

Oversaw all traffic acquisition: Pay-per-click (PPC) cost-per-click (CPC),
Paid Inclusion, online banner campaigns (CPM), and search engine optimization (SEO)

Reached eight million monthly unique visitors and break-even revenue
within six months after launch

Search engine marketing (SEM) campaign of nearly 3 million keywords on Google
AdWords, Yahoo Search Marketing (Overture & Search Submit Pro Paid Inclusion),
ePilot, MSN's adCenter auction system, and Ask.com's Sponsored Listings

Recognized by comScore Networks as the fastest growing property by
percentage growth in unique visitors in November 2005, and by Nielsen//NetRatings
as the third largest sponsored link advertiser on Google in January 2006
Develop & write all press releases & investor relations earnings
announcements (Nasdaq: INCX). Listed as primary point of contact
Lead a team of four analysts conducting online marketing segmentation and
optimization studies by campaign, geography, industry, and advertiser

Experian, Orange, California; 2001 - 2004
Product Marketing Manager. B2B Direct Marketing Solutions
Develop and manage direct marketing products that enable organizations
to find their ideal prospects and make informed decisions to refine
and personalize existing business relationships.
Managing core national business database product for $12 million direct mail division

Revenue growth of 50% in first year due to revised pricing strategy,
operational innovations, product plan development, reporting re-alignment,
new product launches, design of product collateral, new sales force recruitment,
and introduction of BizInsight portal to generate new leads and fulfill orders
Negotiated and approved price adjustments for large strategic orders and prospecting test programs
Published article on How Data Enhancement Can Improve Your CRM Program
Presented sessions for the national Direct Marketing Association, B2B, NCDM (Database) conferences,
and Experian University training in Lincoln, NE, Schaumburg, IL, and Costa Mesa, CA

AltaVista Shopping.com / CMGI / Compaq, Irvine, California; 1999 - 2001
Senior Manager, Sales and Strategic Partnership
AltaVista/Shopping.com adapted and reinvented its Business Strategy
from an Internet E-tailer to a Top 3 E-Commerce portal. Held management
positions to develop alliances for these distinct business models.
Lowered costs 39% by tracking response rate to advertising
and pricing promotions in 13 markets marketing, and site revenue excel reports.
Directed team of 8, tasked with designing the taxonomy (categorization)
of the web site launch of the web site launch
Increased revenue 65%, coupled with a 40% growth in partnerships,
by creating competitive analysis, primary and secondary
marketing research, and industry benchmarking studies
Led periodic on-site training sessions at sales offices in
San Jose, Los Angeles and Chicago
Designed solutions for sales, operations, finance divisions:
CRM database, client/server interface, data mining, revenue and
capacity utilization tracking systems, partner retention, advertising ROI
Vendor Relationship Management – EDI implementation across vendor supply chain
Awarded 1999 Employee of the Year

Los Angeles Times, Costa Mesa, California; December 1997 - August 1998
Manager, Budget and Planning. Orange County Edition Consumer Marketing
Responsible for marketing project management in a declining newspaper market.
Increased sales by developing analytical tools to track
and evaluate circulation, expenses, revenue
Improved home delivery retention 15% by collaboration with
customer service and advertising
Finance Projects - Revised incentive plans, agent fees,
and retail sales rack cash flow yields
Affinity marketing projects with Orange County Fair,
Edison Field, Angels, area Cable systems
Member of Los Angeles Times Management Conference

KFWB NewsRadio, Los Angeles, California; 1992 - 1997
Advertising Analysis & Production

Analysis of sales variances for traffic and news divisions
Assessed advertising bookings versus actuals, including calculating impact on revenue and capacity

Pasadena Symphony Orchestra, Pasadena, California; October 1996 to November 1997
Marketing Consultant
Facilitated further integration of symphony with local educational institutions to foster
increased awareness levels, leading to growth in subscriber base and sponsorship revenues
Concentrated use of perceptual mapping surveys, beta sites, strategic profiles, and cluster sampling

EDUCATION

University of Southern California, Los Angeles, California; 1996
Master of Business Administration, Concentration: Marketing and Finance
Research Assistant -- Management and Organization Department;
Honors: Dean's List: Fall 1995 and Spring 1996; Dean's Fellow
President of EVMA (Entrepreneur and Venture Management Association)

University of California, San Diego, San Diego, California; 1990
Revelle College, BA Economics
Provost's Honors List, UCSD and Miller Foundation Scholarships;
Teaching Assistantship--Financial Accounting, Earned 40% of college expenses;
UC Education Abroad Program - Hebrew University, Jerusalem, Israel
Founding Father of Alpha Kappa Psi Professional Business Fraternity

ADDITIONAL INFORMATION

• Business Plan Consultant - Founder of MBA Business Plan
  
• Advanced Proficiency in Microsoft Office (Excel, Access, PowerPoint, Word, Project), along with basic HTML
  
• Highly fluent, non-native speaker of Hebrew
• Combat Military Medic - Israeli Defense Forces
• President, 1996 USC MBA En9:39 PM 2/8/2015trepreneur and Venture Management Association
• Fundraising and volunteer work for National Public Radio, USC's Annual Day of SCervice,
  Jewish Federation, Member of AJCC Board of Directors
• Sports: Gym and Bicycling
• Lived and worked in Netanya, Israel; Traveled extensively throughout Europe and the Middle East

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