Mason Wiley Email & Phone Number

Boca Raton, Fl, Us

Head up all marketing and communications for one of the largest MBE-Certifed enterprises supporting large MSOs and telcos, overbuilders, municipal power companies and other clients who build, upgrade and maintain the physical infrastructure that delivers high-speed internet, video, voice and wireless services. ByVerTek manages and performs projects related to the aerial underground construction and engineering functions that carry these services, from residential and commercial builds to state-wide fiber network expansions. For more information, please visit byvertek.com.

Consultancy focused on providing strategic marketing planning, communications and branding strategy, and creative to build online acquisition funnels and drive lead generation and sales revenue.

Branded and launched this company that supports diverse businesses by providing capital, education consulting and diverse business certifications.• Established partnership and outbound program with NAACP to provide easier access to PPP loans for 1.5M African-American business owners.• Led promotion of business capitalization for diverse businesses through funding partners.• Helped develop, branded and launched iCert - the first diverse business certification for private equity firms and their portfolio companies.

Chicago, Il, Us

Led re-brand and business model shift for this online trading education fintech company by constructing the marketing function from scratch. • Enabled elimination of affiliate that drove 90% of leads and 66% of sales revenue by outperforming with internal marketing. • Optimized and established funnels increasing internally-driven sales revenue over 3X in 2 years, at 80% lower CAC.• Grew margins over 60% and overall sales revenue by 50% over 2 years.• Recruited & mentored marketing and creative/content team from 0-12, initiated HubSpot, built analytics, and transformed leads handling.

Akron, Ohio, Us

Formulated marketing and communication strategy for B2B account-based marketing campaigns for clients such as IBM, Nasdaq, West Corp., the Pacific Institute and others, plus served as Creative Director for the copywriting team and performed copywriting myself as well. Also led Linked Strategies’ B2B marketing and product development efforts. • Instituted campaign testing and optimization process which flipped the ratio of successful campaigns from 20/80 to 80/20.• Wrote, designed and coded new B2B website plus B2B campaign that upped business revenue in Year 1 over 80%.

As founding team member of this ground-floor start-up in the real estate tech SaaS space (think Uber for real estate agents), led branding, demand gen and product development.• Hands-on developed all creative - branding, web, video, ads, collateral, trade show display, investor pitch decks, plus UX design.• Generated over 10K B2B leads with zero ad budget.• Closed 3rd largest real estate search site in the U.S. as our first customer.

Los Angeles, California, Us

Led B2C and B2B marketing for this performance-based online ad network.• Assembled and guided B2C campaign optimization/creative team – achieved 30% average increase in conversions across all campaigns.• Architected new B2B website, plus coached Sales in account based marketing achieving 25% growth in media contracts.

Modernized marketing for this online options trading brokerage fintech after acquisition by PE firm General Atlantic by upgrading marketing team & installing marketing infrastructure • Achieved 3X increase in new account acquisition within 6 months.• Implemented customer data warehouse, campaign analytics with multi-touch attribution, and selected and supervised media buying agency.

Provide strategic marketing and creative services to wide range of companies in both B2B and B2C. Selected engagements include:• Turbine Inc. div. of Warner Bros. Interactive - As Director of Customer Acquisition, built new landing page testing platform, cut CAC 22% in 5 months by optimizing creative and media spend, wrote/creative directed new landing page that achieved 50% higher CTR, and 100% higher conversion rates than previous control.• Talegent Inc. - As contract Head of Marketing, provided marketing strategy, branding and UX design, website and all marketing communications for HR tech SaaS provider. Positioned competitive disadvantage as key selling point winning $3M in Year 1 revenue from entrenched competitors; created call center segment initiative that drove $2M in new revenue, and helped develop industry's first job-relevant gamified assessment sold to Deloitte and Accenture.

Danbury, Ct, Us

Conducted B2C and B2B marketing, media and creative for this digital direct response agency serving subscription model companies such as Affinion, Gevalia/Kraft and Disney Book Club.• Developed new platform for campaign testing and analytics, and offer/media/creative optimization that lifted overall conversions 30%.• Formed internal creative team to replace external contractors, growing creative billings 800% while reducing creative costs by 43%.• Built Amora coffee brand (www.amoracoffee.com) – name, logo, packaging, design and tone of voice, website, digital advertising and collateral.

Beverly Hills, Ca, Us

Headed B2C campaign creative and conversion rate optimization, B2B sales and marketing for this CPA ad network, acquired by Adknowledge June 2010. • Doubled sales revenue from $40M to $80M in Year 1, and to over $100M in first 18 months.• Formulated (with CEO) and implemented plan to elevate client mix by targeting direct response brands and Fortune 500, generating over $20M in incremental sales.• Constructed and trained Internet Advertising Competition award-winning creative optimization team increasing overall conversions by 33%.• Managed external PR firm (5WPR) and was an active thought leader.

Us

Served as senior consultant and exclusive rep in the New England region, and led online customer experience consulting projects for Wellpoint, First Marblehead and other Tonic clients aimed at increasing customer acquisition metrics, customer retention and LTV.• Prospected, pitched and landed a $5 billion financial services client within 4 months, and led end-to-end customer experience audit/analysis and authored new corporate-wide customer experience strategy.• Established brand tone of voice across all communication touchpoints for the launch of the InTune online wellness program (www.myintune.com) by Wellpoint, and the re-launch by Axia Health Mgmt.• Re-engineered online customer experience flow/communications for Blue Cross of CA direct sales.

Called in to help pitch and land new corporate B2C clients, succeeded in doubling division billings within first year. Served as lead strategist and creative, with responsibility for servicing key accounts.• Generated $20M incremental revenue for Universal Studios Hollywood by inventing “Buy-a-day-Get-a-Year-Free” promotion—the most successful in the theme park’s history, and copied industry-wide. • Initiated branding campaign for Universal Studios Hollywood that upped sales $25.6M vs. prior year.• Won new business - Universal Studios, Lotus Auto, Coca Cola, Sony, Countrywide, Disney and more.

Headed Marketing for this pre-IPO startup multi-channel affinity direct marketing/e-commerce company with exclusive access to over 40 million credit union members, VC-funded by J.H. Whitney. Led all customer acquisition efforts across direct mail, online advertising and ecommerce site. Provided corporate strategic planning, teamed with founder and CEO in road shows to investment community, built and led marketing and creative teams, managed outside vendors and agencies (Direct Partners, Rogers & Cowan), with P/L responsibility.• Tripled direct response rates, achieving double the industry average by re-engineering customer acquisition efforts, transforming creative, and aggressive merchandising underwritten in part through business development deals with NetFlix, Earthlink, MSN and others.• Cut $7M in planned expenditures from Marketing budget. Reduced customer acquisition costs from over $600K to $60K per month by reorganizing/streamlining marketing operations. • Doubled prior year sales to $18+MM; Increased ROMI from $3.58 to $32.68 in 2 business quarters.

Universal City, Ca, Us

Served as sole in-house consultant to the senior marketing executive team reporting to the President of Motion Picture Marketing - provided strategy, concepts and copy in all media for 24 national theatrical advertising campaigns.

Successfully built a freelance creative consulting practice serving major motion picture studios (Disney, Fox, New Line Cinema, Universal), and leading Hollywood ad agencies, online content and technology companies.

Founded and built this full-service marketing consulting and communications corporation, and led delivery of services in marketing planning, general and DR advertising, lead management, PR, marcom, media planning, and sales training for B2B and B2C clients. • Founded, developed and directed a team of 6 full-time employees plus 10 outside contractors.• Generated $29M in revenue through direct mail and personal selling.

In

Managed client relations, directed agency service groups, performed market analyses, and provided budget control on consumer package goods accounts for this Interpublic agency (www.interpublic.com). • Developed Johnson’s Baby Shampoo initiative targeting men - added 18% $ sales volume in test.• As sole AE, managed $20M new product launch of Clarion cosmetics and skincare brand for Noxell. • Launched first two line extensions in Johnson’s Baby Shampoo history - upped sales 30% in Year I.

M.S., Integrated Marketing

B.A., European Intellectual History/History Of Science