Rob Caskey's Location
Fairfax Station, Virginia, United States, United States
Rob Caskey's Contact Details
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About Rob Caskey
High-performing executive leader with extensive experience launching and growing national brands and driving revenue and profitability in challenging and competitive markets. Deep performance marketing and demand generation expertise coupled with an operational focus and traditional brand experience with some of the nation’s largest brands. Entrepreneurial executive who has grown and led successful organizations, departments and teams. Strong recruiter and team-builder who emphasizes individual employee growth while motivating successful team results.Cross-functional expertise includes:* Enterprise-level business, marketing, sales and operations strategy* Performance marketing, including SEM, SEO, social, display, email, native and online video* Brand architecture, messaging and positioning* ABM and digital lead gen, including Marketo, Hubspot and Salesforce proficiency* Product marketing, management and development* A/B and multivariate testing* User analytics and business intelligence* UX, usability and VOC initiatives* Market research and testing (NPS, max/diff, Aaker/Likert scales, Van Westendorp)* Direct marketing, including direct mail, telemarketing and DRTV* Public relations and earned media* Lean six sigma/DMAIC* Miller Heiman Strategic Selling* Dare to Lead certified
Rob Caskey Work Experience Details
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Cmo And CooEdly Student LoansFairfax Station, Va, Us -
Coo/CmoNilly Jan 2024 - PresentNew York, Ny, Us -
Coo/CmoEdly Student Loans 2022 - PresentNew York, Ny, Us* Reporting to the CEO, lead all marketing and operations functions for the company.* Member of Edly Board of Directors. -
Head Of Digital MarketingCapital One 2019 - 2021Mclean, Va, Us* Led digital acquisition marketing team for Mainstreet, the largest segment of the largest division of Capital One. Customer acquisition tactics included paid search (SEM/PPC), SEO, content, display, retargeting, native, online video and email; managed multi-million dollar annual budget.* Directed all marketing for the launch of the card pre-approval product experience, including extensive customer, competitive and segment research, brand and trademark research, claims development, and marketing plan development and implementation. Efforts culminated in a multi-million dollar, multi-channel campaign that included the first-ever online video commercial for a Mainstreet product, with efforts projected to drive 200,000 incremental accounts and more than $70 million in incremental annual revenue.* Headed marketing for CreditWise, a free app with more than 40 million users that helps consumers track and monitor their credit score and develop strong credit-building behaviors. Drove more than 10 million enrollments while reducing SEM acquisition cost by 67%.* Led the implementation of Workfront for the Card Customer Experience (CCX) division, a workflow management solution designed to improve enablement, drive cost savings and increase organizational visibility and control of marketing activities. Developed overall project plan, liaising with key departments and divisions within Capital One, and successfully launched four CCX use cases in Workfront in fewer than three months.* Conceived, developed and launched the first-ever mentorship program for the CCX division, aimed at helping create development opportunities for both mentors and mentees. The CCX Mentorship Program attracted more than 110 participants at all levels of the organization in its pilot phase. -
Director Of MarketingCarfax 2015 - 2019Centreville, Va, Us* Led team responsible for consumer (B2C) and shop (B2B) demand generation activities for myCARFAX (now CARFAX Car Care), a service that helps vehicle owners keep their cars safe and well maintained while increasing service loyalty and revenue for participating shops; added more than 10 million consumer registrations and 30,000 new participating shops in less than three years while exceeding plan.* Directed partner marketing efforts (including online and point of purchase) with national brands including SiriusXM, GEICO, Pep Boys, Sears Auto Center and Valvoline.* Utilized Omniture, Adobe Test and Target and internal reporting sources to test and optimize conversion and engagement across multiple platforms. Efforts included cohort analysis and multivariate testing.* Improved marketing reach and efficiency through multiple marketing automation efforts; successfully migrated shop email outreach from Silverpop to Marketo, and launched a backend shop dashboard to deepen engagement and transparency.* Led product marketing efforts for the successful launch of two new revenue-driving products: CARFAX for Life and the CARFAX Shop Loyalty Program. -
Vice President Of Marketing And Direct SalesLiquidity Services, Inc. 2007 - 2015Bethesda, Maryland, Us* Reporting to the division president, led a team of 20, directing all marketing and direct sales activities for the retail supply chain group. Efforts helped grow annual GMV for the retail division from $70 million to $222 million during my tenure.* Responsible for all B2B and B2C customer acquisition efforts by leveraging search engine marketing (SEM), search engine optimization (SEO), email marketing, online display advertising/retargeting, affiliate marketing, social media, print advertising, direct marketing, public relations and a host of other online and offline marketing activities. * Top-graded talent and realigned incentive structure to turn around productivity of underperforming direct sales team inherited. Reduced headcount while optimizing team output, resulting in 100% improvement in topline revenue at target gross margin levels. Revamped direct sales unit grew to 40-50% of total division revenues.* Successfully cultivated a multi-channel domestic and international buyer base for refurbished goods of Acer, the world’s fourth-largest computer manufacturer, helping drive approximately $100 million in annual GMV. Similarly cultivated business bases for Costco, Microsoft, and Amazon returned goods, among other retailers and manufacturers.* Led review of company-wide brand architecture to accelerate brand consolidation and inform cross-company product development roadmap. Efforts led to the successful launch of the UK B2B marketplace brand, the repositioning of the company's US-based direct sales marketplace (Liquidation.com DIRECT) and the launch of its first-ever consumer brand (Secondipity.com).* Led public relations effort for retail supply chain group; represented the company in numerous print, radio and broadcast interviews, including national appearances on The Today Show, NBC Nightly News, Nightline, and Fox News in addition to appearances on CBS, NBC, ABC and Fox networks in New York, Los Angeles, Dallas, Indianapolis and Las Vegas markets. -
Head Of MarketingBuysafe, Inc. 2005 - 2007Arlington, Virginia, Us* Reporting to the CEO, led all marketing activities for the company; created and executed company marketing plan while directing the marketing, creative and public relations teams.* Led redesign of corporate Web properties including buySAFE.com and numerous partner-focused microsites; achieved a 37% increase in merchant application completion rate.* Scoped, designed and launched buySAFE Shopping, the world’s first and only all-bonded comparison shopping site; secured coverage of launch in The Wall Street Journal, The New York Times, Newsweek, The Washington Post, Consumer Reports and numerous influential trade publications.* Developed new corporate communications, public relations and analyst messaging and collateral; efforts resulted in more than 31 million basic media impressions, culminating with a buySAFE feature story on The Today Show in March 2007.* Overhauled corporate brand architecture to reflect current and future company initiatives; created new corporate brand identity and redesigned all creative assets and elements.* Achieved 10% unaided awareness of buySAFE among target audience within six months, equal to awareness of leading competitor with two-year head start in the space.* Member of the buySAFE executive team responsible for setting corporate direction and strategy; nominated for Northern Virginia Technology Council (NVTC) Hottest Management Team award in 2007. -
Chief Operating Officer (Simplywireless.Com)Simply Wireless, Inc. 2004 - 2005Us* Held top position in the company; reported to president of Simply Wireless, Inc.* Led team of 70 employees including six senior-level management executives; managed direct reports from sales, marketing, business development, information technology, warehousing/fulfillment and call center operations.* Held P&L responsibility for company. Set and managed all company goals and posted gross revenues of $20 million in 2004.* Managed all aspects of Home Shopping Network relationship, growing the partnership to enable SimplyWireless.com to become the nation’s largest direct television (DRTV) wireless phone distributor; sold more than 110,000 units in 2004.* Conducted new business development and managed partner relationships. -
Vice President Of Marketing (Simplywireless.Com)Simply Wireless, Inc. 2000 - 2004Us* Founding member of SimplyWireless.com team, growing it into the nation's third-largest wireless phone retailer.* Led all marketing initiatives for the company, driving cost-effective growth through a wide range of online and offline channels including paid and organic search, email, affiliate programs, direct mail, DRTV, print advertising, inbound/outbound telemarketing, radio and television.* Managed and allocated a multi-million dollar annual marketing budget, growing sales by 900% during my tenure.* Designed, launched, and optimized the SimplyWireless.com and SimplyCells.com websites.* Developed a comprehensive testing strategy to optimize marketing efficiency and reduce customer acquisition cost. Process included design and execution of multi-cell tests to isolate key performance variables.* Liaised with the retail arm of the company (53 brick and mortar stores) to ensure brand, message, and offer consistency across distribution channels.
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Director Of Online MarketingEbrains, Inc. 2000 - 2000* Planned, negotiated and implemented multi-million dollar online marketing campaigns on behalf of national clients including Vitamins.com and Time Inc. Home Entertainment.* Managed publisher relationships with online media companies including MSN, NYTimes.com, c|Net and ZDNet.* Grew the Vitamins.com customer base to 375,000 members, enabling its successful acquisition by HealthCentral for $103.5 million.
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Assistant Director, Online CommunicationsPublic Broadcasting Service (Pbs) 1996 - 2000Arlington, Virginia, Us* Original member of the team that designed and launched PBS Online (www.pbs.org), the industry-leading website of the Public Broadcasting Service that became the most trafficked dot-org website in the world in 2002.* Developed and implemented the annual marketing and promotion plan for PBS Online; increased site traffic by a factor of 10 during my tenure.* Wrote and designed all marketing and promotional materials for PBS Online.* Negotiated and managed marketing and business development relationships with PBS Online partners including Netscape, Microsoft, and WebTV.* Performed search engine optimization and registration for PBS Online’s 300+ companion websites.* Produced comprehensive companion websites for PBS television programs including “The Great War and the Shaping of the 20th Century,” “Mysteries of Deep Space” and “Secrets of the Ocean Realm.” -
Senior Scientist (Data Scientist)Vector Research, Inc. 1992 - 1996* Performed marketing, analytical, and development functions for numerous government clients, including the Department of Defense.* Provided business process reengineering (BPR) expertise to a joint working group of representatives from all branches of the armed services; co-produced an interface that facilitated the integration of the pay and personnel functions of all service branches.* Authored more than 20 user manuals and production specifications for in-house and external distribution.
Rob Caskey Skills
E Commerce
Online Marketing
Strategy
Email Marketing
Marketing
Marketing Strategy
Management
Seo
B2b
Leadership
Competitive Analysis
Strategic Partnerships
Business Development
Analytics
Product Management
Online Advertising
Social Media Marketing
New Business Development
Start Ups
Ppc
Salesforce.com
Public Relations
Sem
Market Planning
Lead Generation
Business To Business
B2c
Customer Experience
Affiliate Marketing
Web Marketing
Sales
Entrepreneurship
Direct Marketing
Multivariate Testing
Rob Caskey Education Details
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James Madison UniversityFinance -
The George Washington UniversitySchool Of Business
Frequently Asked Questions about Rob Caskey
What company does Rob Caskey work for?
Rob Caskey works for Edly Student Loans
What is Rob Caskey's role at the current company?
Rob Caskey's current role is CMO and COO.
What is Rob Caskey's email address?
Rob Caskey's email address is je****@****hia.net
What is Rob Caskey's direct phone number?
Rob Caskey's direct phone number is +157133*****
What schools did Rob Caskey attend?
Rob Caskey attended James Madison University, The George Washington University.
What are some of Rob Caskey's interests?
Rob Caskey has interest in Technology, Flight Of The Conchords (Tv Series), Sports, The Soup, Travel Baseball And Youth Basketball, Softball, Children, Enjoy Running, Coach Little League Baseball, Basketball And Golf.
What skills is Rob Caskey known for?
Rob Caskey has skills like E Commerce, Online Marketing, Strategy, Email Marketing, Marketing, Marketing Strategy, Management, Seo, B2b, Leadership, Competitive Analysis, Strategic Partnerships.
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