Work Experience

Chief Marketing Officer
Edison Worldwide - Baltimore, Maryland (May 2001 - Dec 2009)
Edison Worldwide was a leading direct response marketing company focusing on building brands for innovative financial products. The CMO was responsible for planning, budgeting, forecasting, implementing and tracking all corporate marketing initiatives. Generated millions of cost effective inbound phone calls and web leads via TV, radio, print, call transfers and Internet advertisements. Built the Marketing Department from the ground up, directing each media personally until recruiting, hiring and training managers to take over.

  • P&L accountability for $15 Million annual direct response marketing budget
  • Increased revenue from startup to $250 Million and over 650,000 customers
  • Built a marketing department that consisted of 11 marketing managers and creative personnel
  • Produced over 100 short form DRTV and DR radio spots
  • Wrote and edited 1,000+ print and web advertisements in addition to dozens of web sites, direct mail packages and scripts for outbound and inbound telemarketing
  • Wrote and edited copy for print and web advertisements, web sites, direct mail packages and scripts for outbound and inbound sales calls
  • Spearheaded a $4.5 Million Spanish implementation that resulted in over 100,000 sales
  • Worked closely with call centers (internal and overseas) to tweak marketing to increase conversion and lower talk time in order to drive overall telemarketing cost per order down by almost 20%
  • Managed 9 outside media buying agencies for TV (IMS, Cmedia, Euro RSCG, RevShare), radio (Marketing Architects, Strategic Media) and print (Media Alternatives)
  • Directed all web marketing including paid search, SEO, email and affiliate marketing
  • Was on track to generate over $100K/year (pure profit) by implementing list sales through Macromark

Internet Marketing Manager
HotPhrase - Baltimore, Maryland (2002 - 2003)
HotPhrase was a business-to-business Internet marketing company combining cutting edge search technology with targeted consumer behavior. Through mostly outbound telemarketing and limited web marketing, the company generated over $7 Million in Gross Revenue within the first 12 months.

  • Developed, implemented and managed a web Affiliate program
  • Managed both acquisition and retention email campaigns
  • Led the production of online flash movies and detailed product demonstrations
  • Wrote and edited sales copy for multiple web sites and landing pages
  • Learned to write HTML/ASP/ASP.NET in order to manage and build the front and back end of 3 different corporate web sites and intranets

Marketing Coordinator
1-800-Warranty Brand - Baltimore, Maryland (2001 - 2002)
1-800-Warranty (a former division of what became Edison Worldwide) was a home warranty provider using direct response marketing to reach consumers instead of traditional real estate channels.

  • Managed 150M/month direct mail campaign
  • Initiated coupon stuffer campaign with US Post Office
  • Drafted various direct mail collateral and telemarketing scripts
  • Was a key member of product management team, helped drive overall marketing strategies

Marketing Manager
Dezina Marketing - Baltimore, Maryland (1999 - 2001)
Under its flagship brand, Deli Around the Corner, Dezina Marketing was an innovative food Franchise that used grassroots marketing techniques to proactively engage business executives, offering meal and concierge services.

  • Managed a marketing team of seven representatives that generated records to date for:
    • Highest annual profit margins (2000)
    • Monthly sales volume (July 2000)
    • Daily sales (July 22, 2000)
    • Quarter sales volume (3rd quarter 2000)
  • Conceptualized, implemented and managed daily marketing newsletter
  • Developed complementary services supporting the core business such as dry cleaning delivery and car washing services
  • Worked with sales to pitch Papa John’s International on using our proprietary marketing system

Education

University of Maryland, College Park
B. S. Marketing - 3.51 GPA - (1999)

During my sophomore year, I enrolled in Semester at Sea, a study abroad program. Circumnavigating the globe on a cruise ship with 600+ coeds, visiting 14 countries in just over 100 days, this was an unbelievable experience, a journey of both scholastic and social exploration.

Ancillary Skills

  • Extremely proficient in MS Office (Word, Excel, PowerPoint, MS Project)
  • SEM and SEO tactics (including extensive paid search experience with Google Adwords, Yahoo! and Bing)
  • Strategic Thinking
  • Creative Problem Solving
  • Public Speaking and presentations
  • Computer Programming skills include ASP.Net, PHP, HTML, Photoshop, Dreamweaver, MySQL, SQL
  • Multivariate testing techniques using web site analytics
  • Photoshop, Fireworks, Dreamweaver and amateur photography
  • Social Media Marketing skills, including Facebook and Twitter

But Who Am I?

So the above are facts about my background, stuff I've done, stuff I can do and places I've worked.

But who is Jared Kelly? Well, in addition to being a hard working, marketing guru, I'm a loving husband to my wife Melody and a very proud father of my daughter Kendall (her site) and my newly born son Wyatt James (his site). I spend a considerable amount of my time keeping their blogs and web sites updated.

I'm into health and fitness - I earned my Blackbelt in TaeKwonDo in 2006, the same year I ran my first marathon (Baltimore). I do not have a ton of free time, but when I do, I enjoy working on personal projects like my fantasy football research site www.WhoShouldIStart.com.

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