FELICE BOCHMAN

Multifaceted ecommerce guru with editorial, development, sales, and marketing ex

perience uses professional writing skills to promote growth and branding. Over 1
0 years experience in parenting, family, and health care-related content. Highly
knowledgeable in content strategy, project resource allocation, writing/editing
, and editorial management. Flexible with variety of marketing models, trends, p
rojects, and proposals for improved marketing, branding, and user engagement.
Designs primary and secondary research and proposals for online marketing and c
ontent in alignment with corporate goals. Works from strategy thru tactics, team
training, staffing, recruitment, and management. Writes copy of all types. High
ly experienced in cross-functional team management and collaboration.
Manages large and/or small teams, (cross-functional or editorial) on site or re
motely, to create a variety of compelling editorial opportunities and team cohes
ion. Implements ecommerce solutions for editorial growth such as, social media,
email and newsletter streams, marketing, content, SEO, and community. Metrics sp
ecific to projects and/or development of needed metrics. Web analytics.
Defines company value proposition that aligns with company voice and brand. Rep
orts to VPs, CEOs. High-level communication and writing skills. Excellent commun
ication with all company colleagues and volunteers. Creates and manages strategi
es for employee growth, evaluation, and promotion, including incentive and mento
ring programs. Builds relationships with clients, colleagues, and employees.
Widely published on web. Works collaboratively, independently, or as team direc
tor. Direct, analytical and creative. Passion for writing, editorial, and ecomme
rce. Aggressive yet fun. Organized.
Sample Past Deliverables
Strategic development and improvement of brand messaging and new products to dr
ive growth via editorial and content
Writing for corporate needs as well as training for editorial teams, content qu
ality, recruiting and editorial team growth
Direct response and copy of all types (marcomm, concept, site copy, editorial,
social, B2B, B2C, etc.)
Member marketing opportunities, promotions, and community development
Website redesign and content restructure in line with business development goal
s
Corporate content strategy, editorial calendar , roadmap, consultation, and imp
lementation
AREAS OF EXPERTISE
Business Development Marketing Senior editorial direction Thought Leadership
Strategy at Corporate and Product level Branding Lifecycle B2C B2B Project
Management Ecommerce Conversion Communications Metrics Social Media Web Met
rics and Analytics SEO Relationship building Consulting

PROFESSIONAL EXPERIENCE
Director of Business Development, PTPA Media, Inc., Toronto, CA (contract April-
July 22, 2010)
International Parent Tested Parent Approved Media Awards for parenting industry
products.
Ecommerce and traditional Business Development opportunities for partnerships a
nd affiliates
Use of site metrics to design proposals and recommend site improvements and tec
hnology/functionality
Mock-ups for wireframes for re-design re: functionality, increase user engageme
nt , marketing real estate, and traffic
New content via email and newsletter features and other content opportunities
Project phase in of new technologies to meet site growth and success including
new metrics, segmentation, applications, and improved marketing strategies.
Write as needed all marcomm, site copy, wireframe concept copy, articles, biogr
aphies, proposals, newsletter feature exchanges, and marketing relationship lett
ers.
B2B, B2C
Senior Editorial Director, Care.com, Waltham, MA 2007-2009
Nationwide Online Subscription Service Connecting Clients Seeking Care with Chil
d, Senior, Pet and Home Caregivers.
Provide company-wide content strategy and content restructure
Design new content taxonomy for wide variety of content to serve various user n
eeds, from articles, blogs, how-tos, newsletter, and email redesign
Engage creative and technology for redesign, manage cross-functional projects,
optimize content for monetization and SEO
Use of marketing metrics(Google Analytics) for content, newsletters, email, bl
ogs via open rates, click thrus, traffic
Manage several remote freelancers and in house writers
Propose and manage upgrade to CMS
Propose cross-promotion of site content via member emails, high traffic pages,
and email marketing
SEO initiative and implementation site-wide, across content, and forced CMS to
improve search rankings and marketing potential
B2C

Managing Editor US and Canada, BabyZone, Newton, MA 2005-2007

Leading North American Website Relating to Wide Range of Baby, Child and Parenti
ng Needs/Issues.
Manage regional websites across the US and Canada for quality, content, CMS, ed
itorial
Developed training, mentoring, and incentive programs for all remote editors
Improvement of CMS with tech team to enhance editorial productivity and integra
te sales opportunities
Interaction with Sales Director for better interaction between regional editors
and sales representatives
Monitoring of weekly content updates, weekly newsletters, cross-promotion with
national site
Managed and grew regional sites from 40 to 60, grew editorial team from 40+ to
65+.
Webtrends and some Omniture
Engaged with sales team for improved marketing and sales on regional/local site
s, improved lead generation.
B2B, B2C
PRIOR RELEVANTJOB EXPERIENCE
Founder, Owner, Boston Buon Fresco, Sherborn, MA 2001-2005 (Art Marketing and
Sales)
Staffing Manager, Office Team for Robert Half International, Colorado Springs,
CO 1996-1998
Features Writer, Colorado Springs Business Journal, Colorado Springs, CO 1996-
1998
Adjunct Faculty, Teaching Asst., Research Asst., Clark University, Worcester, M
A 1993-1995
Assistant to Director, University of Massachusetts Arts Council, Amherst, MA 1
992-1993
EDUCATION
MA English Literature, Cum Laude
Clark University, Worcester, MA
BA English Literature and Philosophy, Cum Laude
University of Massachusetts at Amherst, Amherst, MA
AWARDS
Cambridge Whos Who 2010 Professional of the Year Representing Ecommerce and Busi
ness Development