Burt Rosen

2420 NW Benson Lane Portland, OR 97229

VP Digital and Customer Experience, Knowledge Universe
(203) 470-9948
jburtrosen@yahoo.com
www.CMOresume.com
www.middleagedmountainclimbers.com

Summary: Accomplished senior level interactive and traditional marketer known for creativity and
innovation. Areas of expertise include interactive marketing, acquisition, social media,
customer engagement, broadcast, education, travel and loyalty marketing, team building
and leadership

Knowledge Universe July 2009 -

VP Digital and Customer Experience
Responsible for all digital and customer experience initiatives across all Knowledge Universe brands
including KinderCare, CCLC, KC Distance Learning, The Grove School, Champions. Primary areas of
focus include website development (website development, website merchandising, conversion
optimization and analytics), social media efforts, and all acquisition marketing efforts (including SEM/
SEO, lead generation, partnerships, digital brand advertising, yellow pages (print and internet)). All areas
include strategic leadership, program implementation, measurement and analytics.

Responsibilities include:

Website development and ownership

All visioning and website development for all brands
Vision development based on existing customer data, industry trends and customer needs analysis
All strategic site elements including wireframes, site maps, feature matrices
Creative oversight including Information Architecture, Design, Copy
Community development and management
Agency management including digital marketing and website development
Project management (high level)
Identifying, sourcing and contracting with Enterprise wide platforms including analytics, testing and
optimization, content management
Site optimization for conversion, relevance and user experience
All content sourcing, development, implementation and distribution
Content management rollout across the organization
Strategic plan development for the business and all marketing efforts
Success measurements and metrics for all initiatives (web site, acquisition, social media)
All digital marketing efforts
Acquisition channels (SEO/SEM, affiliate, online lead generation, yellow pages, internet yellow
pages, partnerships)
Social media
Branding channels
All yellow pages efforts
Print Yellow Pages
Internet Yellow Pages
Cross enterprise communications, collaboration, and education
Close integration with our call center and CRM teams
Starwood Hotels & Resorts May 2005 - December 2008
VP SPG & Brand Interactive Marketing February 2008 December 2008
Continued leading the Brand Interactive Marketing team and interactive and call center strategy for all
nine Starwood hotel brands
Assumed additional responsibilities leading all Starwood Preferred Guest marketing (Starwood
Preferred Guest is a loyalty program comprised of the nine Starwood hotel brands)
Led strategy and program implementation for all acquisition, member engagement, promotions and
all loyalty marketing efforts
Led all email marketing efforts including segmentations of membership, creative development
Participant in development of CRM ideation for Starwood Hotels
Led utilization of all channels including hotel, online (SPG.com and related web sites), call center,
email, offline marketing channels, PR, social networking
Responsible for development of SPG marketing platform, the evolution of current marketing efforts
and future iterations of the program, including three year strategic marketing plans
Accomplishments include launching of SPG You Choose, and numerous member engagement
efforts
Collaborated with brand, field and divisional marketing on all efforts
Managed budget of $40 Million plus
Managed direct marketing, interactive media and creative agencies and web 2.0 agencies
Led an SPG marketing team of seven and Brand Interactive Marketing team of eleven

VP Brand Interactive Marketing August 2006 April 2008
Managed a team responsible for leading interactive marketing, integrated marketing, web site
development and call center strategy for nine hotel brands and the loyalty program (Starwood Preferred
Guest)
Co-owner of a $2 Billion in revenue plus web channel
Drafted and presented three year strategic plan for Global Web Services
Led numerous innovation projects including blogs, Web 2.0 and other initiatives
Key participant in Starwood Cross Marketing team that analyzes all marketing and advertising efforts
across all offline, online, PR and marketing initiatives including media strategy, media mix,
measurement, reporting and creative.
Accomplishments include driving substantial growth in revenue, PR and awards
Managed web design, marketing and media agencies
Managed fourteen associates

Sr. Director Brand Distribution May 2005 August 2006

Responsible for leading Interactive Marketing, Web Site Development and Call Center strategy across
Starwoods eight brands, the Starwood Preferred Guest Program and the Starwood Vacation Ownership
program
Led a team of 9 Directors that each has responsibility for one specific brand
Developed three year strategic plan, and presented the plan across all levels of Starwood
Regularly interface with senior leadership and brand leaders
Developed innovative programs and established Starwood as the leader in digital marketing channels
Responsible for managing internal business processes and systems in order to optimize revenue
generation through Starwoods websites and call center
Received recognition as Best in Class for team engagement in annual associate survey

Avenue A Razorfish Account Director June 2004 May 2005

Led all Starwoods interactive marketing efforts including online media, search engine marketing across
both branding and DR objectives
Developed and managed Client relationship at all levels, strategic direction for Starwood and Avenue A
team, team management (6 team members) and development, agency financials, business
development
 Responsible for strategy surrounding acquisition, customer segmentation and targeting, and reporting
and analytics

Modem Media August 1999 - May 2004

Director, Marketing Strategy & Services January 2002 May 2004
Responsible for strategy and implementation of online advertising and website development programs for
Philips, Marriott, and Delta Air Lines
Managed all Modem Media engagement operations and client relationships for designated clients
Represented the client internally at Modem and was responsible for being versed in and helping to
establish client business building strategies

Associate Account Director July 2000 January 2002

Client lead on GE, Benjamin Moore, JCPenney
Responsible for leading online marketing, including strategy, content, quality, financial and budgeting,
schedule, internal team and client relationship (all levels)
Built account strategies, identified business-building opportunities and trained junior staff in client
management

Account Manager August 1999 July 2000

Responsible for the GE client relationship and overseeing the ongoing management of the GE account
and final delivery of the Modem Media product.

CBS Network Director New Bus. June 1998 Aug. 1999

Responsible for developing new business leads and supporting network sales staff with research,
targeting and presentation materials

Univision Account Executive March 1996 March 1997

Responsible for local TV ad sales and promotional programs for Spanish language station (Univision
affiliate)
Responsible for marketing the benefits of Spanish language advertising to general market advertisers
and agencies

Raycom Sports Mgr. West Coast Sales March 1995 March 1996
Responsible for establishing Raycom presence on West Coast and for all west coast advertising,
marketing and integrated sponsorship sales efforts

NBC Network Television June 1987 March 1995

Network Sales Account Executive - 1992-1995 NBC LA
Regional Sales Account Executive - 1991-1992 NBC NY
Manager Out of Town Pricing 1989 - 1991 NBC NY
Prime time Media Planner - 1988 NBC NY
Speaking Engagements

MIXX 2007 New York September 2007

Second Life

PhocusWright Travel 2007 Orlando November 2007

Second Life

iMedia Summit 2007 Lake Las Vegas February 2007
Balancing Branding and Direct Response

iMedia Summit 2003 Beaver Creek Colorado December 2003

Traditional and Online Agency Integration

eTail 2006 Palm Desert California February 2006

Building Brands: Delivering a Brand Centric Customer Experience

Eye for Travel Chicago 2006 October 2006

Innovative ways to relay your marketing message and sell to your customers

Education

University of Chicago Bachelor of Arts in European History June 1987

Hebrew University Junior Year Abroad 1985-1986
 Burt Rosen Experience Elaborated

Social Media
I have extensive experience leveraging social media on behalf of brands. While at KU I
launched the FaceBook presence including social media and response processes.
While at Starwood I spearheaded the development of the first hotel travel blog
dedicated to travel content (as opposed to program content), www.thelobby.com. I
developed and authored the vision and development of www.sheraton.com, built on
user generated content and the first major brand to bet its success on its users (other
brands used micro-sites). I was heavily involved in the measurement strategy around
UGC on Sheraton.com to determine the impact of social media on hotel bookings. I
have driven numerous initiatives involving blogs, FaceBook, distributed content, guest
and member engagement and research efforts to better understand how SPG members
engage with social media. I was also involved in direct conversations with SPG
members through a variety of means including webinars, phone calls, and a 3rd party
frequent traveler site, www.flyertalk. One of my last projects, although small, was a
labor of love that highlighted all of the cool work we did at Starwood with a number of
social media apps built in, www.room-51.com. I also launched Starwoods video portal,
www.SPG.tv which in corporates a number of social media capabilities.

In addition to efforts on behalf of Starwood and others, I author two blogs, Tweet, am on
FaceBook (friend me!), LinkedIn, 12Seconds, TripIt and others. My social media efforts
helped me to land my current position at Knowledge Universe.

Online Media - Acquisition

I am fluent in all online acquisition tactics including search strategy, affiliate marketing,
behavioral targeting, direct response and all corresponding analytics and measurement
techniques. I have led measurement studies to determine how branding media effects
DR results and search queries and have led acquisition efforts at Modem Media (Delta
and Marriott), Avenue A (Starwood and Carnival Cruise), Starwood and KU.

Online Media - Brand

I have led the strategy and cross functional teams (creative, media, strategy,
measurement, project management) across numerous award winning efforts for Delta,
Starwood, KU and others. In addition to winning awards for creative and media, I have
led cross channel measurement initiatives to measure the impact of the programs. My
biggest focus is how brand media can drive ROI over time, its something I was working
on for Westin. I am a holistic marketer and want to see measurement evolve to prove
holistic marketing works.

Web Development
Most recently I oversaw the strategy and vision for redesigns for all Starwood branded
web sites including www.sheraton.com, www.lemeridien.com,
www.luxurycollection.com, www.spg.com, and others. My team was charged with doing
the research, developing the vision (inspiration, objectives, success criteria) and leading
cross functional teams made up of creative, technology, measurement and analytics
and project management. I am currently leading all efforts to redesign the KU web sites
including the sites, blogs, content management platform, web analytics and site testing
and optimization platforms.

Loyalty
In addition to leading brand interactive and call center strategy at Starwood, my last
position had me responsible for all marketing (online, offline, hotel, promotional,
member communications) for Starwood Preferred Guest (www.SPG.com). I led
development of the most successful promotions in program history (SPG YouChoose),
development of all direct mail, email, print ads, collateral, member cards etc. I also
instigated and led numerous member engagement efforts including recognition events
and webinars with member participation. Last but not least I was responsible with
constantly trying to reinvent the concept of loyalty.

Agencies
I worked for 6 years in account management at interactive agencies (Modem and
Avenue A) leading efforts including web site development and interactive marketing for
clients including Starwood, GE, Delta, Marriott, Philips, JCPenney, Kodak and others. I
also helped to build an internal digital agency at Starwood creating and leading a client
services team that acted as the single points of contact between the web and call center
teams and the brands and other stakeholders. While at Starwood I also managed and
directed numerous agencies including online media, interactive marketing, research,
and offline and loyalty/direct marketing agencies. At KU, I have sourced and managed
multiple agencies for web site development, digital marketing.

I have presented to all levels of clients while at agencies and had numerous
presentations to the CEOs, CMOs, Presidents and other leaders at Starwood and at
KU. I currently report to the CMO and have presented to the CEO and executive
committee numerous times.