Seth Baum

Seth Baum founded and manages The SoundView Group Marketing agency in Los Angeles at www.soundviewgroup.com

Seth Baum's Bio:

Seth Baum's Experience:

• Consultant - Acting Vice President Marketing, Demand Generation and Customer Acquisition at Reputation.com

  July 2011 - November 2011

  Multi-Channel B2C Demand Generation. Reporting to CMO and working with a great team on offline and online lead generation and customer acquisition strategy, messaging, creative development, media buying and analytics across online display, SEM/SEO, national DRTV, national and local Radio, and Drip Email Marketing campaigns.

• Consultant - Acting Vice President Marketing at PopBox Inc.

  May 2010 - October 2010

  Completely repositioned and overhauled marketing strategy for the PopBox Media Player (a leader in the over the top set top box market for the connected home) - competes with Google TV, Boxee, Roku - enables display of home networked stored media and Internet streamed digital content on your HDTV. Created messaging, USP, branding. Redesigned direct selling e-commerce website from scratch and Amazon retail channel. Managed PR agency, social media marketing, and collateral development

• Consultant - Acting Vice President Direct Response Marketing at Alchemy Direct Marketing

  September 2009 - April 2010

  Establish strategy and operationalize marketing for $60MM revenue Weight Loss products retailer (Direct Response TV and E-Commerce sales channels). Responsible for revitalizing marketing approach for two distinct weight loss products (6 Week Body Makeover and Food Lovers Fat Loss System), creating a 10-person Marketing and Creative group, and managing substantial media budget. ?Manage 2 E-commerce and Community Websites with responsibility for online lead generation, customer acquisition, landing page testing, website conversion, content development, customer forums, and target segment CRM programs (database marketing) ?Create, execute, and optimize SEO/SEM, Online Display Advertising (CPA, remnant, retargeting), and Social Media presence (Facebook, Twitter, Blogs) for each product ?Manage offline DRTV spend of $600,000/week drive to phone and web campaigns, media buying, call center scripting, testing, and optimization ?Responsible for hiring and management of top-tier offline media buying agencies and 2 SEM agencies

• Director of Sales, Marketing & Strategy at Spot Runner, Inc.

  August 2006 - September 2008

  Led strategy for Spot Runner?s National Agency Business Unit that services the marketing/advertising needs of National/Regional businesses. ?Served as Head of Client Strategy responsible for helping the sales team close deals and then provide marketing/advertising strategy and oversee execution for top-tier clients. On an ongoing basis, maximized marketing ROI for largest Spot Runner clients including Microsoft Small Business, Forex.com, Stubhub.com, Enzymatic Therapy Brands, uBid.com, Creditreport.com, etc. by serving as account planner on marketing/advertising strategy. ? Developed research-based market positioning and messaging, creative briefs and executions, media strategy (including TV, DRTV, print, radio, online display/video), and managed response/sales analysis and corresponding media optimization. ? Specialized in developing uniquely effective and efficient DRTV campaigns that achieved target CPA through excellence in low-cost creative executions and strategic optimization of media buys. ?More broadly, for the Agency's National Agency Business Unit, developed go-to-market strategy, positioning, and sales collateral materials including creation of Direct Response TV and Analytics Practice that resulted in over $14MM of new and retained agency bookings. ?For SpotRunner.com Local Business Unit, created integrated suite of channel-specific collateral materials that contributed to closing over $8MM in bookings.

• Director of Acquisition Marketing at DIRECTV

  June 2003 - December 2005

  Director of Acquisition Marketing?Responsible for setting branding, messaging, and advertising strategy designed to maximize customer conversion to DIRECTV from other pay TV platforms. Achieved largest customer acquisition gains in DTV history. ? Customer Acquisition Marketing: Managed 7-person team and $50 Million annual budget. Directed multiple Creative Agencies and Media Buying Agency. Created and executed national and DMA-specific acquisition campaigns utilizing Online Advertising, Spot TV, DRTV, direct mail, radio, ROP, and ADVO. Led creative development, oversaw execution and performed post-campaign ROI analysis. ? Channel Marketing: Developed local, regional, national, and in-store marketing collateral and promotional programs to drive direct sales (though 800# and website) and retail purchases (Best Buy, Circuit City, independent retailers). ? Partner Marketing: Managed co-marketing relationships to drive customer acquisition in conjunction with Telco partners (Verizon, BellSouth, Qwest), network partners (Fox, ABC, Disney, HBO, Showtime), TV manufacturers, and JetBlue.

• Account Director at Digitas Inc.

  2001 - 2002

  Web development and online marketing. Led team that rebuilt the Williams-Sonoma website at www.williamssonoma.com

• Director of Online Marketing at Petstore.com

  1999 - 2001

  Managed 4 person team. Online marketing budget of $20 million annually. Portal deals, banners, buttons, online optimization, pretty much everything online that was going on during the first .com era.

• Director of Business Development at Channel One Network

  1995 - 1997

  Sold and marketed education products into middle and high schools around the USA.

• Consultant at Mercer Management Consulting

  September 1993 - August 1995

  Strategy consulting for Fortune 500 firms. Specializing in telecommunications companies.

• Managing Director at The SoundView Group Marketing

  January 2008

  Founder and Managing Director of The SoundView Group, my full-service marketing agency that services both Business-to-Consumer and Business-to-Business clients. Expertise is in creating and implementing marketing and sales programs that rapidly and profitably scale demand generation and retention efforts. We specialize in: Marketing Strategy and Execution (Online Advertising, Offline Advertising, Go-To-Market Strategy, Website Design, Sales and Marketing Collateral) and Demand Generation (DRTV, SEM/SEO, CPA-driven Radio, Online Display Advertising, Drip email marketing programs) and Retention programs (CRM/Lifecycle Marketing) and Creative development/production and media planning/buying (offline and online)

Seth Baum's Education:

• UCLA

  1997 – 1999
  MBA
  Concentration: Marrketing

• Harvard University

  1989 – 1993
  BA
  Concentration: History and Literature
  Activities: Varsity Water Polo

Seth Baum's Interests & Activities: