Mike Sullivan, is an experienced multi-channel marketing and sales executive. Mike has held positions as President and as Vice President of Sales & Marketing in small and large organizations, giving him the breadth and depth of experience necessary to deliver practical solutions to real problems and opportunities.
Some of Mike's specific experiences include:
- Multi-channel Management: Experienced at running organizations with direct-mail, internet, field sales, outbound sales, inbound sales/CSR, and third-party distribution.
- Acquisitions: Participated in the acquisition and integration of numerous companies (strategic as well as financial).
- E-Commerce: Developed, launched, integrated and scaled multiple web properties.
- Search Engine Marketing and Optimization: Worked extensively with the Google advertising sales and support team pre-IPO/pre-Adwords to develop and improve ROI analytics and performance of paid search. Also worked closely with GoTo.com (Idealab spin off that was the first company to successfully provide a pay-for-placement search service following previous attempts that were not well received) GoTo sold to Overture which was purchased by Yahoo and is now Yahoo! Search Marketing.
- Brand Development and Management: Developed and launched new brands including market research, brand positioning, e-commerce presence, direct mail, inbound sales, order management and fulfillment, customer service, and financials.
- Product Development & Management: Experienced in the research and development process and product portfolio management in the context of customer lifetime value.
- Database Marketing: Extensive use of database marketing to understand and improve the return on marketing and sales investment.
- Statistical Modeling: Extensive use of basic and advanced statistical models to improve customer acquisition, customer retention, and customer spending in the mail, on the internet, over the phone and face-to-face.
- Sales Force Automation: Implemented salesforce.com within a national sales field sales force of over 200 and within multiple outbound call centers with over 100 sales reps.