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Director of Marketing

I'm a marketing communications storyteller with 15+ years experience on agency and corporate sides for b2c and b2b. Expert in the strategy and execution of inbound and outbound tactics across the entire marcom mix, including PR and branding.

Specialties: Digital marketing (email, web, social and SEO); brand advertising, paid search, mobile, lead generation and nurturing strategies, email list creation and management.

ACCOMPLISHMENTS
• Delivered a 37% open rate and 23% click-through rate averaged across email campaigns
through improved opt-in strategies, exclusive offers and intelligent email blasting
• Successfully oversaw the integration of two major brand acquisitions, including new pages
to sites, press relations and media outreach, social media communication, and more
• Raised Facebook community involvement from 4K to 12K likes in first six months through
improved content strategies and Like campaigns
• Developed and implemented successful marketing plan and brand building strategy
across brands
• Planned multiple high-profile trade show events, from booth graphics and design to
messaging strategies, shipping and onsite logistics, speaker lineups and more

ACCOMPLISHMENTS:
•	As a member of the creative services team, helped reduce lead generation costs 15% utilizing keyword-rich, benefit-oriented copy for Riverbed.com and other lead generation efforts
•	Conceptualized, tested and revised successful banner and out-of-home campaigns
•	Managed vendor relationships and budgets and executed print and digital initiatives to support the website, events, product marketing, and campaign teams
•	Collaborated with regional marketing heads to ensure the global brand alignment of print and digital signage, collateral, event materials, emails, and more
•	Conceptualized and sold in high-level campaigns to senior executives, including the CEO

Sr. Copywriter

Partial Client List:
•	Magellan GPS
•	Haagen-Dazs
•	SanDisk
•	AT&T

ACCOMPLISHMENTS:
•	Pitched and won $1.3 million Magellan Q4 campaign in 2008, leading creative development to surpass previous year’s sales by 12%
•	Helped develop the brand identity for Haagen-Dazs’ ‘Reserve’ line of ice cream and extended it through web and packaging copy and in-store signage
•	Improved client lead generation efforts via tactics including: online promotions, events, giveaways and sweepstakes, mobile apps, micro-sites, direct mail, newsletters and much more

Associate Creative Director

ACCOMPLISHMENTS:
•	Helped increase US market share 8% by dramatically improving opt-in list strategies and using ‘good data’ to devise highly successful lead gen campaigns 
•	Crafted copy for all sales and marketing materials including: direct/e-mail campaigns, advertising, events and conferences, yearly catalog and websites
•	Shepherded consistent brand voice and drove awareness and lead generation
•	Successfully developed and managed a team of outside writing resources

Lead Copywriter

Partial Client List:
•	WebEx
•	Sun Microsystems
•	VMware
•	Avaya

ACCOMPLISHMENTS:
•	Developed award-winning campaigns for WebEx, Sun Microsystems, and Avaya
•	Developed, documented and maintained the agency’s brand voice
•	Ensured the consistency and excellence of a wide variety of marketing materials including: direct mail, email, multimedia, case studies, brochures and websites

Copywriter

ACCOMPLISHMENTS:
•	Instrumental in launch of the site, including design and navigation schemes
•	Interviewed, hired and managed one full-time editor and multiple freelance writers
•	Identified emerging marketplace trends, developed editorial calendar, and wrote and assigned stories accordingly
•	Increased daily average site traffic from zero to over 800 unique daily visitors

Managing Editor UnixInsider.com

Find out detailed information about Joe Fra, Director of Marketing in Oakland, CA

Joe Fra: Director of Marketing in Oakland, CA

Joe Fra

Royal Robbins LLC

liveBooks, Inc. & Pinhole Pro

Riverbed Technology

Seismicom

CTB/McGraw-Hill

Gyro Group

IT World