Mathias Lanni Email & Phone Number

Conservation Labs mission is to empower cost-effective and sustainable water use. Our first product, H2know, is smart water technology for connected properties. This is our big challenge: there are over 3 trillion gallons of unwanted water use each year in the U.S. alone, costing us $70 billion. With water, a little knowledge goes a long way. H2know helps you save money and improve our water use.

Helping businesses grow

Miami/Fort Lauderdale Area

Velocidi is a marketing intelligence SaaS platform that delivers brands a realtime, single view of marketing performance for collaborative insights and faster, more effective decisions.Develop go-to-market strategy for launch of marketing intelligence platform and growing portfolio of marketing analytic products for large national advertisers. Lead product and sales teams to identify, assess, and target customer needs. Develop and refine messaging to address those needs, as well as effectively translate product capabilities into messaging and content that are easy for prospects and customers to understand. Responsible for the planning, implementation, and optimization of comprehensive, cross-channel digital lead generation programs including content, strategy, creative development and project management.Selected Accomplishments:• Repositioned corporate brand and launched marketing for its flagship product, resulting in 30% annual growth.• Implemented Product Management & Marketing process to align product, marketing and sales.

San Francisco Bay Area

Oversee all day-to-day business operations for the San Francisco office including management of a staff of six; lead the west coast team in achieving all profitable growth targets for a next generation digital marketing agency.• Spearhead client initiatives for Fortune 100 companies including Microsoft, Adobe, EMC and VMware.Selected Accomplishments:• Achieved a 100% annual revenue increase in first year.• Upgraded Microsoft account from project-based status into digital creative agency of record account relationship. • Implemented enterprise-wide Net Promoter Score quality initiative; improved customer satisfaction ratings of west coast clients’ by 100% year over year.• Implemented agency-wide agile media planning service for paid media audience acquisition.

Greater New York City Area

Supported the development of best-in-class online (web, mobile, video and social platforms) brand communications and created and employed digital strategies for small businesses and start-up’s on short-term digital strategy and marketing projects to expand company visibility, more closely connect company with consumers and create monetization opportunities; built and managed prominent business leader’s digital brand identification, sourced and managed online advertising budgets and optimized organic and paid marketing campaigns to achieve maximum results (generate traffic, produce leads and spawn a return on investment).• Identified marketplace opportunities, generated leads, engaged new clients, developed proposals and presented digital offerings and strategies to prospective accounts; customized digital campaigns based on the client's needs/budget.• Tracked clients’ success with existing digital campaigns and identified strategies to retain business; provided insightful reporting of online brand marketing efforts through engagement and revenue performance metrics.Selected Accomplishments: • Rebranded and established demand generation funnels for a professional trading firm.• Wrote the marketing launch plan for a food start-up.• Created marketing plan for a digital marketing agency start-up.

Greater New York City Area

Founded and led an investment and financial education firm with the goal of elevating the financial intelligence of society. • Built real estate investment portfolio, driving property acquisition, renovation and property management activities.• Directed trading activities of account with $100K buying power. • Recruited and coached real estate investment and trading candidates.Selected Accomplishments: • Developed an educational course for use at the trading desk of a professional firm.• Rehabilitated three properties and managed 10 units.

Greater New York City Area

Managed Financial, Creative and Technology divisions, with direct responsibility for a staff of 85+ including account planners, creative directors, art directors/designers, copy directors/copy writers, project managers, developers/engineers, Q/A specialists, information architects and business managers; oversaw the agency’s client service process, for the world’s largest independent public relations firm; led all strategic consulting initiatives for the digital and interactive solutions units and drove investment in new center of excellence around social media planning.Selected Accomplishments:• Transformed digital unit from project-based web development shop to digital marketing agency capable of winning and executing digital agency-of-record assignments.• Championed rebranding and marketing efforts which elevated Edelman to the status of a digital marketing leader.• Selected to develop and lead implementation of a three year business plan that doubled the size of the digital business within two years and set up the framework to globalize the digital offering throughout Edelman’s network of global offices one year ahead of schedule.• Partnered and built relationships with senior clients at Johnson and Johnson, resulting in long term relationship that included work over several brands (Ortho Evra, Ortho Tri-Cyclen, Ortho Tri-Cyclen Lo, Prezista and Children’s Motrin) and generated six-fold revenue growth over a three year period.• Conceived and launched first social media engagement program implemented within Johnson and Johnson family of companies for their Children’s Motrin Product.• Chaired global agency-wide cross functional team to define the firm’s approach to word-of-mouth marketing and delineate how each discipline needed to incorporate digital interaction into their traditional PR communication programs.

Greater New York City Area

Hand-picked to create and lead the strategic account planning function and facilitate the creative development process to integrate digital campaigns into the marketing communications strategy of clients, including word-of-mouth/viral campaigns, search engine marketing, online advertising, lead- and traffic generation, blogger relations, social media and digital web development.• Identified online communities, partnerships and other social media opportunities to engage online communities.Selected Accomplishments:• Pioneered the use of online anthropological research and other collaborative research methodologies and communities to influence strategy for high-profile clients such as Johnson and Johnson’s Prezista brand and Church and Dwight’s Trojan franchise.

Greater New York City Area

Led account management function for growing digital division and managed unit’s largest client; recruited, trained, mentored and managed a team of 15 account directors, account executives, art directors and developers/engineers.• Established and developed written operational procedures that defined agency’s client service process from discovery through execution; set the standards of service and created tools for use by account managers to ensure the consistent, high-quality production of work. Selected Accomplishments:• Managed relationship with Johnson and Johnson’s Ortho Women’s Health franchise; grew client into Edelman’s first digital agency of record assignment with ownership of a $2M annual online marketing budget.

Greater New York City Area

Account Director, Edelman Interactive Solutions (Feb. 2003 - Jun. 2004)Oversaw web development and search engine marketing projects with total ownership of all phases of the project management lifecycle including client discovery, strategy and tactical recommendations through production; represented the firm on new business pitches in corporate, healthcare and consumer packaged goods industries.• Supported worldwide director by assuming additional operational responsibilities including staff recruitment and training and client billing.Selected Accomplishments:• Implemented a client service process that increased division’s composite quality score from 7.8 to 8.4.

Drove the agency’s effort in winning and servicing long-term engagement with Ortho McNeil Pharmaceutical. Managed web development projects for Pharmacia (Corporate), Purdue Pharma (Senekot) and Dupont Pharmaceuticals (Cumadin).

Greater New York City Area

Harrison and StarLowe McAdams Healthcare • Successfully negotiated $1.4M contract and supervised promotional launch of SightStreet.com, a business-to-business Internet company for the ophthalmic industry. • Supervised $2M relationship with Brystol-Myers Squibb; and managed new business pitch that resulted in $500K contract with newly formed healthcare company.• Boosted projected billings 60% and earned agency of record relationships with Merck & Co and Schering Plough.