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Clarity

Tom Leonard

I have several years of internet marketing experience at some of the largest internet and entertainment companies: Warner Bros., Netflix, AOL, and Netscape. I have also worked as an independent marketing consultant with many clients, large and small.

Specialties:Social marketing, Facebook marketing, Twitter Marketing, eDM marketing, CRM marketing, email marketing, database marketing, behavioral marketing, search marketing, affiliate marketing, online video, mobile video

$2.00/min

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Customer Acquisition Social Media Marketing Email Marketing Online Marketing Customer Retention Affiliate Marketing PPC Online Video Database Marketing

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Customer Acquisition/Retention

WBShop.com
Netflix
AOL Web Properties/AIM

Established multiple online marketing programs designed to increase customer acquisition including CRM email programs, PPC, Affiliates, and cross promotions.

Utilized testing opportunities to establish benchmarks and set future objectives.

Tracking and reporting was done through Google Analytics, Omniture, and other platforms.

Affiliate Marketing

Warner Bros.
Various Affiliate Programs

Implemented the integration of an outside affiliate program management company for the WBshop.com affiliate program, increasing sales each month since program launch.

Established several programs of purchasing keywords on various search engines, driving traffic to sites which pay affiliate bounties, achieving a profit margin of over 100% on a consistent basis.
Developed programs on all major Affiliate platforms such as Commission Junction and Linkshare.

Email Marketing

Warner Bros.
Netflix
AOL Web Properties

At Warner Bros., created various email acquisition programs designed to build the CRM database from existing social media fan bases. Also participated in the email vendor selection process.

Netflix email programs included:

Developing and implementing a program of on-line direct marketing designed to generate membership, increase retention, and reduce customer service interaction.

Designing and developing testing programs to increase response, establishing a direct marketing system which produced a significant portion of all signups.

Developing a member communication series designed to generate program use, and therefore stimulate member retention.

Developed infrastructure with the engineering group to increase the volume of email as well as introduce new database driven programs.

Implemented an aggressive testing program, which was used to increase response for all email programs. Testing included copy, lists, and offer.

Online Video Marketing

Warner Bros.
Various Video Sites

Managed the banner display program on both Twitter and YouTube for Warner Bros. studio home pages to maximize branding opportunities.

Developed the concept and programming for original content for various sites including FoxxyNews, FoxxySports, YourNew.TV and others.

Secured video from outside producers, establish business relationships and finalized legal details.
Developed and executed the marketing plans to build the audience for the video web sites, including search marketing, PR activities, using video sharing and social networking sites, online advertising, and marketing promotions with established brands and other web sites.

PPC

WBShop.com
Various Affiliate Programs

At Warner Bros: Managed a five-figure/month media spend for paid search programs on Google AdWords, Yahoo Search, Bing, and Facebook paid search. Continually worked to optimize program using various tools such as Google re-targeting, product extensions and CPA optimization.

Over 15 years’ experience purchasing keywords on Google supporting various affiliate programs.

Social Media Marketing

Warner Bros.
RelishMIX

Facebook Marketing: Developed and executed social interactive marketing programs on Facebook for Warner Bros. Entertainment, including some of the most popular and iconic fan properties such as Harry Potter, The Dark Knight, Batman Arkham City, and more. Responsibilities included concept development, legal approvals, deployment, promotion, and reporting. Programs included sweepstakes, video tabs, promotions for UltraViolet and Facebook apps such as Second Screen.

YouTube and Twitter: Managed the banner display program on both Twitter and YouTube for studio home pages to maximize branding opportunities.

Vendor Evaluation: Identified, evaluated and recommended outside vendors for promotion apps on WB fan pages.

Mobile application: Worked with internal and outside vendor resources to ensure quality on mobile devices for all marketing programs.

Entertainment Industry Marketing

Warner Bros.
RelishMIX

Branding for WB internal clients: Theatrical Target Marketing, Home Video, WB Games, and Consumer Products.

Promote RelishMIX as the preferred social media metrics platform for entertainment social media programs.

Online Database Marketing

Warner Bros.
Netflix
AOL Web Properties/AIM

Cross Promotions: Developed and implemented various cross promotional activities with other Warner property sites and launched a print media campaign.

Banner Advertising: Created successful banner advertising programs on the Google Ad Network and with other CPA affiliates.

Direct Marketing Campaigns: At AOL Web Properties/AIM, managed existing direct marketing campaigns to various member databases; process included identifying opportunities, designing program specifics, implementation, and reporting results. Provided the database marketing component of several AOL programs, such as Mobile AIM, the launch of Love.com, and member signups for various properties.

Website Optimization

Warner Bros.
Netflix
Various Web Properties
Developed landing page A/B testing programs designed to increase site performance. Programs included metrics reporting using Google Analytics, Omniture, and other platforms.

Answers 3
Reviews 0

Answers

Tom Leonard answered

Can we test pricing for our platform in the iOS App Store with 2 versions for a brief test without alienating users?

Testing is always the key to understanding what works. With apps it can be more difficult than with standard web pages. I have checked out Splitforce before https://www.splitforce.com/. They are a smart group of people and know what they are doing. And I don't get anything for you checking them out - just passing this along.

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Pricing Strategy

Tom Leonard answered

For a product that is subscription based, what are typical conversion rates from winback emails?

It has been a while since I was doing the email marketing for probably the largest entertainment subscription service out there. For my emails to people who had cancelled the service hoping to get them to sign up again, the open rate and CTR were comparable to the initial campaigns.

But I learned that the most important metric to test and manage was the time since cancellation. I knew the exact month after cancellation that I had to the best chance to get a resubscription. This was done with a ton of testing of message, subject line, and offers. Testing everything is the most important way to learn what will bring them back.

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Email Marketing

Customer Retention

Email Strategy

Tom Leonard answered

What's The Best Strategy To Pick New Topics & Titles For New YouTube Videos?

While it might not be perfect for overall strategy; for individual topics I would recommend checking out the magazine covers for women's publications and look at the headlines. These are written by professionals to grab immediate attention in the checkout line at the supermarket - which is the same for a video title. Also, you can view them online with a simple Google search. Just a quick suggestion that works for me and the people I work with on video marketing.

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YouTube

Marketing Strategy

Social Media Marketing

Reviews

Member since September 2013