My experience as a project manager
began more than twenty years ago when, for a period of ten years, I worked as
page composition designer, editor and coordinator of special projects for a
large weekly newspaper and an annual business directory. During that time I
have coordinated the activities of multiple cross-functional and
geographically-dispersed (USA, Canada, UK, Germany) teams and consultants
assigned to the development of content management systems and new digital
One such project was to
reconfigure the transition from manual composition to a fully digital layout
platform. This project was divided into two components and lasted for five
years. During that time I managed the development of a fully electronic
pagination system which used Quark XPress and
Photoshop as the main hosting platforms. The
project's objective was to import raw data from a number of unrelated databases
into a custom-built relational database from where the reformatted information
was later fed to both the pre-press pagination systemand the content management
system used to deploy its content and the ads online
simultaneously (see full project description and case study).
The second module of this project
was to write a series of digital image processing routines that would instruct
Photoshop to automatically import raw images, process them [as in adjust
brightness/clarity, resample the images, crop them to the pre-specified
dimensions of a grid, format them as both four high-res CMYK color JPG (for the
printed newspaper) as well as their low res RGB JPG counterparts for the online
version; the cycle will end with naming each photo and saving it in the
appropriate sales person's/ad folder]. This is part of the project where I have
also done most of the actual script development. I would like to stress the
fact that other than selecting and initiating the right routine, there was no
human intervention in the process. When completed and installed in the
pagination room this fully digital image processing "mechanism" would prepare
about 240 images an hour, per configured computer. Each computer had a
different configuration which was dedicated to a specific ad type: classifieds,
real estate, autos, display ads, etc.).
This section is, actually, a note of special interest. Due to my both technical,
as well as business acumen, in almost all major career involvements, and in addition
to specific position responsibilities, I also performed direct supporting roles to
senior executives. Here are some of them:
2011 - 2018
Director of Digital Operations and Executive Assistant
to the Editor-in-Chief & Publisher
Marbles & Marbles International, New York, NY
(TWELV Fashion Magazine)
2016 - 2017
Director of Operations and Transactions Coordinator,
to a Real Estate Associate Broker (contract)
The Corcoran Group, New York, NY
Executive Assistant to the Publisher (temp/contract)
Graphis Annuals, New York, NY
Project Manager / Assistant to the CEO (temp)
Ethis Communications, Inc., New York, NY
1987 - 1996
Assistant to the Head of Library's Technical Services
MacEwan University, Edmonton, Canada
Assistant to the Production Manager
Trader Media Publications, Edmonton, Canada
(RE: last two positions. Yes, for ten years I did have
two full time jobs that I loved. So, I kept them both
while working 70+ hours a week; that is, until I got married...)
MacEwan University/Grant MacEwan College, Edmonton, AB, Canada (1987-1996)
As one of the first North American College to offer a dedicated computer graphics program,
as well as being one of the best Business, Public Relations and Journalism schools in Canada,
Grant MacEwan College was my employer for a period of ten years. In my roles of computer
assistant and faculty support staff, during that time I covered the operations of a number
of academic departments among which were the library and learning resources center as well
as the reference, research, computer, internet and information services. For a period of
four years I had the privilege to teach computer graphics courses for the outreach program
and administer/supervise exams in one of the first (anywhere) computer managed learning labs.
Before my ten year term contracts with the college, while employed as a part time student,
I also produced the college's international computer technologies magazine (TAC) which was
one of the first publications anywhere that was entirely composed electronically and, at the
time was being distributed in sixteen countries. Sorry, there was no commercial access to the
internet and no PDFs at that time, so we had to actually mail it everywhere... However, I still
have some of its amazing (and I, guess) historical-value hard copies.
|CONTENT MODELING; social media
This section is not about any one single project.
It's about what I do when working on any and all projects.
Content Modeling is
a strategic combination of art and science. Content modeling is the
ability to present your content, or your business message in an elegant,
strategic, and machine-readable format.
- Elegant - the content has to be presented to your audience,
to those who consume, or absorb your message, in an elegant, pleasant visual format. Your
specific mission is to attract, impress and convert your audience into loyal followers,
buyers or clients. And, the first impression your content makes is always a visual one and,
more often than not... crucial.
- Strategic - because your content has to comply with,
reflect your overall business goals, its strategy, its proposed sales target, as well as
the long term proposal to achieve and sustain a high level of performance.
- Machine-readable - because, ultimately, the content you create
along with its attached, or imbedded intended purpose (i.e., editorial substance, ad performance,
etc.) are executed by machines (computers), ad management systems, etc. that interpret your
instructions as a marketer (i.e. content optimization) in order to achieve a proposed
performance such as conversion rates, social media popularity, etc.
|PUBLISHING; fashion magazine, books; print/digital
For the past five years, as
Director of Digital Operations and Assistant to the Editor-in-Chief, I have
been helping to coordinate almost all business aspects of publishing a New York
City fashion, culture and lifestyles magazine produced by styling/editorial
talents nurtured at Condé Nast, Vogue Italia and Paris Vogue. Since its
inception in 2011, I have been involved in this publication's planning,
designing, printing, distribution, public relations as well as its online
advertising strategies and content modeling for its social media channels. My
largest contribution here these days is to monitor the platforms' publishing
accounts (hosting/email servers, domain names, etc.) and the creation and
deployment of the HTML email campaigns and
Stories which are now available only in digital format along with their parent
magazine - TWELVmag.com
Books. I am not going to spend too much time here but, if you are a woman, you
may want to check out this book (one of my more distant creations) on beauty and
self-made anti aging creams which I researched, co-authored, edited, designed
and first published in Canada in 1996, then in the USA in 2008. It's called
Home Beauty Salon (or better known on just about every continent as
"the little book everyone wants"). I don't have time to manage this book
anymore but, if you'd like a copy you can get it in both print and digital formats
for all you reading platforms from
Barnes & Noble (digital),
as well as from over 4,000 independent online book stores (you need to search for it by its name or mine).
The Corcoran Group, New York, NY.
As a Transaction
Coordinator and Director of Operations, I was responsible for coordinating the in-house operations
of one of its top associate brokers specializing in the luxury and investment properties in
New York City. With an additional office in London, and someone who belongs to the elite top
1% producers in the world, this broker has also entrusted me with coordinating the entire deal
lifecycles (from pre-listing to closing) of their residential, commercial and investment
portfolios. While here, I created the broker's first digital library containing every document
required for a full-cycle transaction; (have also edited outdate contract templates, etc.;
managed the website's upgrade to a responsive grid and laid out the broker's social media
landscape and online marketing campaigns; created a new, more efficient office workflow by
introducing new software and by organizing daily routines by scope, resources and priorities.
Still here, on a daily basis I would: repare and coordinate the broker's exclusive, agency and
referral agreements; requests for commissions and deal sheets; conduct in-depth buyer and investor;
manage buyer/seller/investor offers, contracts and flow of communications; attend meetings with
other brokers, attorneys and clients; perform property searches; oversee all special projects
targeting new business development; create real estate listings on Corcoran's intranet and monitor
their content integrity and publishing schedules on its participating aggregator websites such as
Corcoran.com, NYTimes.com, StreetEasy.com, Trulia.com, etc.; manage the team's website, blog and
social media postings; design collateral advertising and marketing materials including and print
materials; schedule and manage the activities of, and payments to external contractors: article
and blog writers, photographers, designers, architects, programmers, and junior agents.
(Vancouver, Canada) was one of Pacific Webcard Directory's parallel digital ad service
dedicated to the by owner (FSBO) real estate market. Its revenues ware generated entirely
by display ad space which was sold to brokers, agents, lending and mortgage processors,
private consultants, insurance companies, legal services as well as to private listings
covering BC, Washington and Oregon. In addition to being involved constatntly in client
relations, here I also managed the sales of online advertising, as well as ad pricing
and placement (based on content, location, demographics and other specific pageviews
metrics. At the time, this was a very popular and profitable operation as well as every
broker's love-to-hate dream.
Proprietory Real Estate Projects Under Development
Below is a list of real estate digital
advertising projects that I am planning to complete in the future in an effort to
draw international investors to the New York City real estate inventory. Some, or
all of these online marketing campaigns will direct their inquiries to the broker's
operations I will be associated with at the time.
best broker services in Manhattan
best performing brokers in New York State
NYC selected listings not available elsewhere
a NYC broker rating service based on local reputation
targets Asia/Russia's big ticket investors with luxury real assets under their microscope
a NYC broker rating service based on local reputation
a For-Sale-By-Owner advertising and resources service
For-Sale-By-Owner listings, NYC only
|ADVERTISING; digital ad sales
Pacific Webcard was an online
publisher and digital ad service which modeled raw business data into
advertising content for online deployment. It also published its own
business directory, a paid-for ad service. This was a business which I
created, financed and managed for eleven years (1999-2010) before moving
to New York City. Its directory was the launching platform for its clients'
online ad campaigns. It was a paid-for ad service offering twelve business
categories (pharmaceuticals, finances and investments, real estate, technology, etc.).
The master templates for the ads were developedin many formats from hybrid
Illustrator/Photoshop files to animated GIFbanners, flash and, in some cases
just straight HTML/JAVA scripts. Photographyand photo illustrations were used
at every step. The nature of the ads were:sponsor, private, syndicated, content
targeted Google AdSense as well as somehouse and experimental ad fillers. The
supported ad types were, basicaly, all that the technology at the time permitted:
classifieds, display (landscape, box, tower, banners), static,video, flash,
animated GIFs, webcards - a rolodex-like ad card attached as (an optional popup
abstract to an already existing ad; usually, text ad). During its "prime-time"
operational mode, Pacific Webcard Directory offered a full digital ad service
for businesses falling within its categories, as well as a highly-targeted real
estate private listings ad service which covered British Columbia, Washington
State and Oregon.
As Salesforce, Operative.One, DoubleClick For Publishers or any of today's
programmatic platforms did not yet exist at that time, all client management
relations and digital ad planning operations were scheduled and managed using
Excel spreadsheets which were later inserted in the directory's CMS for live
The result of all the web marketing efforts produced a strong internet footprint
for the directory which, in return, created a profitable, fully-sustained operation.
|BIOTECH & PHARMACEUTICALS; print/digital
In 2012-2013 I had the
opportunity to work as a project manager at Ethis Communications Inc.,
a wonderful, Wall Street-based, highly specialized advertising
Ethis Communications is an advertising agency which researches, creates and publishes
clinical content exclusively for biotech and pharmaceutical companies such as Baush &
Lomb, Essilor America, NicOx, Vistakon (Johnson+Johnson) and Alcon, among others.
Ethis also hosts webinars and deploys medical-specific advertisements for rich media
and digital channels.
The projects objectives were exclusively to support the launching of new drugs,
pharmaceutical products and specialized medical equipment. My main responsibility
there was to manage the projects workflow between writers, editors, designers and
outside contractors who, among other materials, produced medical print supplements,
white papers, research reports, interactive case studies, multi-point ad messaging
campaigns, industry-specific magazines as well as webinars and rich media and video
advertisements for online dissemination. As part of this I also helped develop
and test the Medikly's SaaS platform,
a web-based conference space which was being built in order to help marketers better
understand physicians' behavior and preferences through a"Preference Discovery Engine,"
which identifies patterns of behavior,relationships and qualities across multiple
touch points. The data was recorded live during physicians' web conferences, extracted,
formatted and packaged as research and marketing content.
Still in the pharmaceutical industry,
this time in Vancouver, Canada, and just before moving to New York, I worked on
contract basis as project manager for Bellini Laboratories, Dermamed and
Biotech Pharmaceuticals. These are/were companies specializing primarily in skin care and
anti-aging products. My specific mission there was to ensemble and coordinate
their activities of a team of internet marketing experts along with managing the
online ad campaigns and related budgets: Google AdWords and Analytics. The exact
target sales for the five year project was in excess of $10M/yr. While there,
I was also in charge with art directing the design of the online ads, mini websites,
technical books and trade show materials.
In parallel to the above, and still working on contract basis, for a period of two
years, I have developed a spectrum of micro websites (same template, nine different
languages) and managed the e-commerce operations and marketing campaigns
for Naor Skincare Inc.
This was a pharmaceutical company with business headquarters in Vancouver and production
laboratories in New York. My involvements with the above two companies stopped in 2010 when
I moved to New York City.
My involvement in the e-commerce operations
space spans over twenty years, a time frame during which I both helped in the develepment
of online stores and managed online sales.
While the industries I brought my experience fall in a wide spectrum of disciplines
(fashion and lifestyle, cosmetics and pharmaceuticals, retail, real estate, law, finance
business consulting, publishing/self-publishing), most recently, (for three years)
I manged the e-commerce operations for a Madison Avenue store specializing in luxury
lifestyle accessories: their company websites, Amazon and eBay stores.
My first e-commerce assignments were done at CANCoach Systems and Nortia Technologies
in Vancouver, Canada where, and in addition to being involved in both the development
and operations of their online stores, I was also directly involved in the creation of
teaching software offered to schools and sports coaches in the United States, Canada,
UK and Australia (golf, basketball, soccer, etc.)
Following that, I worked with large clients in the cosmetics and pharmaceutical industries:
Bellini Laboratories, Dermamed and Biotech Pharmaceuticals of Vancouver, Canada. These are/were
companies specializing primarily in skin care and anti-aging products. Another client was
Naor Skincare Inc., a Korean-based pharmaceutical company with business headquarters in Vancouver
and production laboratories in New York. All these companies employed large e-commerce operations
so, in those relations, my specific responsibilities were to ensemble and manage the companies'
internet marketing teams, to coordinate the website development processes, monitor web analytics,
and report the performances of all digital ad campaigns and online sales.
|BUSINESS STRENGTHS; special skills
Ability to break down complex information and package it in clear, compelling presentation formats.
Proficient in writing business materials and in creating compelling advertising content.
Ability to understand customers' business goals and interpret them into advertising features.
Have advanced research, reporting and presentation skills.
Poses unique negotiating skills and a natural ability to motivate people.
Perform well under pressure and in high-pulse, deadline-driven environments.
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