Resume

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Bowen Payson’s Experience

Manager of Online and Digital Marketing
Virgin America
March 2008 — Present

  • Establish and lead all digital marketing – website management, search engine optimization, paid search, online advertising, social media, email marketing, and web analytics – from strategy and planning to development and analytics
  • Rebuilt integrated online marketing activities to achieve strong annual revenue growth in 2009
  • Manage, plan, and allocate digital marketing budget to drive revenue, acquire new customers, and improve conversions rates
  • Lead all website marketing strategy, planning, content management, development and programming
  • Re-architectured all metadata and keyword structures, deployed user-generated community site, and rebuilt press release section to increase crawlable pages
  • Prepared phase II of SEO implementations including URL and navigation restructuring, directory listings, metadata updates, and canonical linking
  • Grew 2009 and 2010 paid search revenue through improved keyword targeting, promotional programs, budget management, site optimization, copy testing, and seasonal cycles
  • Grew 2009 and 2010 online advertising revenue through improved targeting (behavioral, contextual, and demographic), content and creative testing, dynamic messaging, and Paid Search integration
  • Co-lead social media strategy, programming, and technology developments
  • Lead email programming, campaign management segmentation, and targeting
  • Developed analytics programs to measure channel performance
  • Collaborate with Brand Marketing, Corporate Communications, IT, Airports, Revenue Management, and Guest Services on marketing and company programs
  • Lead and manage three direct reports – Web Developer, Web Producer, and Email Marketing Manager
  • Speaking Engagements – SXSW 2010, Smash Summit, Altimeter Group Rise of Social Commerce, Eye for Travel Online Travel Summit 2008 and 2010, ATME Travel Marketing Conference,World Airline Entertainment Association Conference 2010, 92Y Tribeca Travel Gets Social and Whatcounts Email Marketing Summit

Senior Account Manager
Avenue A Razorfish
January 2006 — March 2008 (2 years 3 months)

  • Clients: Apple, Shutterfly, and Nortel
  • Oversaw and managed interactive advertising for Apple iTunes Music, iTunes Entertainment, Professional Markets, Education, Hardware, and corporate brand campaigns
  • Helped grow overall Apple account by 204%
  • Developed and implemented KPIs to quantify success metrics
  • Improved iTunes campaign efficiency by 60.8% and conversion rates by 16.2%
  • Managed international agency for campaigns in EU, Australia, Japan, and China
  • Managed ad-serving and customer targeting technologies
  • AAAA Certificate for Institute of Advanced Advertising Studies (February 2007 – May 2007)

Account Executive
Horn Group
August 2005 — January 2006 (6 months)

  • Clients: ADIC, RightNow Technologies, and Taleo Corporation.
  • Manage communications programs and campaigns for enterprise level technology clients.
  • Design and present new business proposals for prospective clients in enterprise and consumer technology industries.
  • Measure and analyze program and campaign effectiveness.

Account Executive
Fleishman-Hillard
August 2003 — August 2005 (2 years 1 month)

  • Clients: Expedia Corporation, Kodak, Visa and Yahoo!
  • Developed and executed communications programs for leading consumer technology clients.
  • Managed interns, media strategy development, qualitative media analyses, sustaining media programs, reactive media relations, and crisis communications.
  • Built business proposals for consumer marketing, public affairs, and viral communications programs.

Assistant Account Executive
PRR, Inc.
2001 — 2002 (1 year )

  • Clients Supported: City of Seattle, King County, Environmental Protection Agency

Education
University of Washington
BA , Business Administration and Marketing , September 1998 — June 2002

Continuing Education
Stanford University – Web 2.0 and Its Business Applications
University of California Berkeley – Project Management

Interests
Skiing, cycling, hiking, soccer, volunteering, transportation, architecture and marketing design, fixing things, non-fiction, music at The Fillmore, speaking and presenting, urban planning, trees, and recycling

Referenced Articles

  • Facebook Sells your Friends. BusinessWeek article by Brad Stone. Click here
  • Interview with Bowen Payson, Online Marketing Manager at Virgin America. 4Hoteliers article by Josiah Mackenzie. Click here
  • SXSW Interview Wrap-up with Bowen Payson. Trustworthy.com videos series by Kirk Skodis. Click here
  • Chat with Bowen Payson, Virgin America’s Social Media Guy. I Love Planes video interview by Rafael. Click here
  • SXSW 2010: Twitter and an Airline: A story. Gearline review by Andru Edwards. Click here

2 Responses

  1. Online Marketing Generalist, Full-time: Emeryville, CA

    Dear Bowen:

    We are seeking a highly motivated, analytical person with 3-5 years experience in online marketing, including experience with Database mining, SEM, SEO, affiliate marketing, banner advertising, campaign creation and management.

    This exciting new company is growing in leaps and bounds and will utilize your experience with Database marketing to create, oversee and execute marketing campaigns to our existing customer database, based on analysis, and experience in a/b testing of campaigns, all with a goal of increasing the number of “active” customers and the overall “spend” of existing customers.

    If you are interested please hit reply, attach your resume and answer the following questions
    1) What is the extent of your online marketing experience, and have you had
    success driving customers to a BtoC website?

    2) Are you capable of coming up with new and unique online campaigns, be
    they email, SEO, SEM, banner advertising in order to drive traffic?

    3) Do you have the marketing acumen to be able to dive into a large customer
    database and identify and segment specific customer groups to create unique
    selling propositions?

    4) We are truly looking for someone with enough experience to move into a lead
    marketing role, how do you feel about this?

    Please let me know when you are available for a phone conversation so I can reveal the company, discuss salary, details and some standard HR questions.

    Sincerely,


    Joseph Litvin

    ISenior Recruiter
    925.817.0563 cell
    JosephLitvin@gmail.com
    Twitter iamJoeRecruiter
    recruitersrecruiter.wordpress.com

    Online Marketing Generalist, Full-time: Emeryville, CA

    Online gaming offers horse racing, games and contests.

    3-5 years online marketing, Database mining, SEM, SEO, affiliate marketing, banner advertising, campaign creation and management.

    1) Assist in building an affiliate network of marketing partners,
    utilizing affiliate marketing and your understanding of marketing metrics.

    2) Utilize your experience with Database marketing to create, oversee and execute marketing campaigns to our existing customer database, based on analysis, and experience in a/b testing of campaigns, all with a goal of increasing the number of “active” customers and the overall “spend” of existing customers.

    Responsibilities:

    -Compile and analyze data that derives key business insights to improve
    overall marketing effectiveness
    -Generate reports from external and internal data sources, creating
    actionable trend information, and ensuring that the marketing team, and our affiliate network have the information necessary to increase handle.
    -Create, oversee and execute marketing campaigns to existing customer
    database, based on analysis, with a goal of increasing number of “active”
    customers
    -Identify customer segments and create campaigns for cross promotion of
    products
    -Work with, and assist in creating scripts and action plans for Customer
    Service team, based on analysis, that can be used to increase customer
    retention and conversion
    -Collaborate with online marketing managers for required data analysis
    -Participate in weekly marketing meetings and support marketing managers
    on new initiatives

    Qualifications and Experience
    -3-5 years of online marketing experience.
    -Strong Microsoft Excel skills
    -Ability to work in a fast-paced environment and a quick learner
    -Strong analytical, problem solving, and quantitative analysis skills.
    -Handle multiple tasks without breaking a sweat.
    -Excellent communication, problem-solving and analytic skills
    -Highly self-motivated, ability to work independently, think creatively,
    and detail oriented

    Compensation will be based on experience. A bonus structure will be put in place to reward the candidate based on specific, and achievable, benchmarks being reached.

  2. Digital Marketing Manager. I saw your profile and would like to speak with you regarding an opportunity here. Please let me know if you might have some time for an informational conversation. Thanks. -bc

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