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An experienced general manager driving top line revenue and bottom line contribution growth in steaming media and paid content. My strengths include: P&L management, digital product development, creative and branding strategy, organizational management, cross-functional team leadership, and audience development. Offering a unique combination of creative, strategic and analytical skills, I have grown revenue, reduced costs, improved efficiency and increased communication in organizations through strong team leadership. Experienced in:* P&L management* B2C strategy* team leadership* digital product management* digital strategy* brand strategy* customer acquisition and retention * SEM/SEO* direct response marketing* driving traffic* improving conversion rates* e-mail* mobile* social media * content marketing and strategy* business intelligence, analytics and data capture* Google compliance* b-to-c software* agile development* multivariate testing
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Senior Vice President, Pimsleur Language ProgramsSimon & Schuster Nov 2021 - PresentNew York, New York, Us -
Vice President, Pimsleur Language ProgramsSimon & Schuster Nov 2016 - PresentNew York, New York, UsGeneral Manager driving digital revenue and contribution growth of multi-million dollar product line. Leading cross functional team driving streaming audio subscription sales of Pimsleur Language Programs within Simon & Schuster Audiobook division. P&L responsibility. Product and marketing strategy, branding, desktop and mobile development. Leading team of 13 developing editorial, digital marketing campaigns, web, mobile and ecom optimization. Accomplishments:* Double digit top and bottom line growth YOY for multiple years.* Led transition to high growth subscription model.Launch of new mobile app and Alexa skill. Agile mobile product development.* Offshoring of app development team. Contract negotiation.* Salesforce Commerce Cloud integrator transition. Reduced cost.* Re-branding of Pimsleur.com, associated marketing channels and product.* Subscription modeling, offer testing, ROI analysis* Hiring key talent/team management* Launch of ESL Spanish product targeting new markets.
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Senior Director, Product Management - Iac ApplicationsIac Nov 2014 - Jul 2016New York, Ny, UsP&L responsibility for portfolio of over 100 browser based products driving over $300 million in annual revenue. Led product optimization and strategy to improve product performance and grow customer engagement and retention.Led a product management optimization and Q/A team of 9 developing tool bars, browser extensions and web utilities in various verticals that drive search traffic and referral revenue. Extensive cross-functional team management working closely with Senior Leadership, IT, Analytics, Business Intelligence, Legal, Creative, Marketing, Q/A.Accountable for product testing strategy, road map, prioritization, analysis and project management of core business representing 90% of company revenue.Areas of focus:* Test strategy* A/B & multivariate testing* Agile development* Requirements* User experience* Google Compliance* Hiring key people* Budget management * Maintenance and product support* Search/search advertising* Cross-functional team leadership* Agile process implementation* Q/ADelivered company-wide product transition from browser-based toolbars to home page/new tabs across 124 products for Google compliance resulting in increases in conversion and lifetime value.Led cross-functional team compliance effort to create 46 new products in 2.5 weeks, preserving over $18mm in revenueLed transition of branded search on Google Chrome across 125 product portfolio to adhere to Google compliance requirements and drive customer value.Developed Vertical and Horizontal optimizations to improve product quality, engagement and user satisfaction.Optimized download functionality for Chrome/IE/FF/Safari.Developed cross-sells to drive additional non-search revenue streams through affiliates and secondary offers. -
Director, Digital Marketing - BooksHearst Magazines Feb 2013 - Sep 2014New York, Ny, UsDeveloped and scaled start-up digital direct marketing programs for Hearst books. Created and executed marketing strategy for new book and e-book titles based on Hearst magazine brands including: Good Housekeeping, Cosmopolitan, The Food Network Magazine, Esquire and 7 Years Younger. Developed CRM strategy leveraging Hearst magazine database.* Drove top line revenue growth for Hearst Magazines through new product launches.* Developed integrated marketing strategy leveraging Hearst publishing assets including print, web and mobile.* Developed product positioning, creative, and participated in cover design. Led a/b testing of digital ad and email creative.* Improved billing/pay up and marketing operations functions. Worked closely with product management on fulfillment and CRM campaigns.* Created social media strategy, SEM/SEO, e-mail and content marketing campaigns. Created targeting strategies for magazine database names resulting in double digit response lifts.* P&L management, reporting, presenting to senior management. -
Senior Director, Web ProductsConsumer Reports Aug 2007 - Jul 2012Yonkers, Ny, Us• Revenue - Led continuous growth of digital subscription revenue from $50 million to $90 million and web subscriptions from 1 million to 3.3 million.• New Products - Launched two new digital shopping products and a premium subscription product resulting in over $2.1 million incremental revenue. Consulted on product expansion to mobile web, apps and iPad.• Leadership - Led matrixed steering team of senior leaders including Editor-in-Chief, CMO, IT Development and Operations resulting in improved alignment, prioritization and communication.• Product Development - Documented product development process resulting in streamlined development. Wrote annual operating plan, prioritized product roadmap and feature set including video, social and user generated content for U.S. and Canadian markets. • Analysis - Oversaw product analytics, KPIs, research and financials resulting in content strategies based on customer results. Reported monthly to senior management.• Global - Shared best practices with sister organizations: Which? (UK), Consumentenbond (Netherlands), Choice (Australia & New Zealand), various EuroConsumers publications (Europe, Brazil). -
Director, Integrated Marketing & BrandingConsumer Reports Sep 2004 - Aug 2007Yonkers, Ny, Us* Directed new customer acquisition and audience development for magazine, newsletter and online subscription products. Improved response rates. Developed new marketing channels. * Led direct mail, SEM/SEO and integrated media efforts. Hired online marketing team. Managed multi-million dollar advertising budgets, P&Ls, marketing teams. *Provided strategic marketing input on new product development based on customer response.
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Marketing Creative DirectorConsumer Reports Sep 2002 - Oct 2004Yonkers, Ny, Us* Established new role of Creative Director overseeing all marketing and branding efforts for Consumer Reports products including: Consumer Reports magazine, ConsumerReports.org, Auto Price Services, books, newsletters, CRTV News.* Conceived and led creative and branding strategy for multimedia publishing.* Oversaw creative on direct mail, print, radio, search, e-mail promotions.* Led successful implementation of redesigned marketing materials based on branding guidelines. Developed tag line resulting in increases in brand consistency.
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ConsultantMastercard International Jul 2002 - Sep 2002Purchase, Ny, UsDirected creative for e-mail loyalty program. Increased share of wallet and card usage. Wrote copy, developed campaigns within "priceless" brand guidelines. -
Senior Creative DirectorReader'S Digest Association 2000 - 2002New York, New York, Us* Direct response creative director, leading web and print promotions for subscription magazines, e-commerce site and books.* Wrote and directed creative for web start-up businesses: readersdigest.com and gifts.com. * Directed promotion creative for RD magazine, books, series, health, and music. * Hired freelancers, worked closely with marketing production and legal to develop winning creative packages. -
Creative Director - Series And New MediaReader'S Digest Association Jun 1997 - Jul 2000New York, New York, Us
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Senior CopywriterReader'S Digest Association Oct 1996 - Jun 1997New York, New York, Us
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CopywriterReader'S Digest Sep 1992 - Aug 1996New York, New York, Us
Tom Mclean Skills
Tom Mclean Education Details
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Colgate UniversityJournalism
Frequently Asked Questions about Tom Mclean
What company does Tom Mclean work for?
Tom Mclean works for Simon & Schuster
What is Tom Mclean's role at the current company?
Tom Mclean's current role is SVP Pimsleur Language Programs.
What is Tom Mclean's email address?
Tom Mclean's email address is mc****@****mer.org
What is Tom Mclean's direct phone number?
Tom Mclean's direct phone number is +121269*****
What schools did Tom Mclean attend?
Tom Mclean attended Colgate University.
What are some of Tom Mclean's interests?
Tom Mclean has interest in Family, Digital Product Managment, Children, Investing, Economic Empowerment, Marketing, Environment, Creative Advertising, Fitness, Science And Technology.
What skills is Tom Mclean known for?
Tom Mclean has skills like Digital Strategy, Digital Marketing, Direct Marketing, Content Strategy, Online Marketing, Integrated Marketing, Email Marketing, Sem, Seo, Publishing, E Commerce, Product Marketing.
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