Shawn L.

Fassett
2211 Regatta Circle
Norristown, Pennsylvania 19401
Mobile: (610) 731-7765 Email: ShawnFassett@ymail.com
Recommendations: LinkedIn.com/In/ShawnFassett

PROFESSIONAL SUMMARY

Success-driven direct marketing professional with ten years of marketing management experience specifically
focused on direct response advertising and on-line marketing (ROI and ROAS driven). Experienced in all aspects
of on-line marketing, interactive media, media analysis & reporting, direct mail, print advertising, broadcast media
(radio and television), international marketing & media, and promotional fulfillment literature. I’m passionate about
and specialize in search marketing (SEO & PPC) and email marketing in particular. I offer a wide range of hands-
on marketing knowledge and skills related to all facets of on-line and offline marketing. I also have the ability to
learn new business models, marketing techniques, and adapt quickly to seize market opportunities.

CORE COMPETENCIES

 Search Engine Marketing (SEM)  Search Engine Optimization (SEO)

 Pay Per Click (PPC) Marketing Management
 Social Media Marketing Management
 On-line Display Advertising (contextual ads
and banners, CPM & CPC)
 Strong Web Analytics, Data Mining, and
Reporting Skills
 Strong Management Experience
 Email Marketing Management
 On-line Affiliate Marketing Management (CPA)
 On-line & Offline Media (planning and buying)
 Direct Mail Management & Implementation
 Solid Budgeting and P&L experience
 Strong Leadership and Team Building
Experience

EMPLOYMENT HISTORY

Internet Marketing Manager Sep 2009 – Present

New Horizons Computer Learning Centers | Worldwide Headquarters
Conshohocken, PA

 Managing a $2-3 million advertising and marketing budget and helping to develop their direct response
model and environment
 Implemented a comprehensive cutting edge online marketing and media program for this worldwide leader
of Microsoft & Cisco training programs (CPA and CPL driven) – focused on search, email, and social
media.
 Overseeing eCommerce marketing programs and related website development.
 Managing and growing existing email marketing program (1-2 million sends per month) through Silverpop in
order to generate qualified inquiries and build relationship management program.
 Managing and augmenting existing $1M paid search marketing program internally and through two outside
search marketing agencies.
 Data Mining, analysis, and advanced reporting on all on-line marketing & media data on a daily basis

Director of Online Marketing Jan 2007 – Apr 2009

My Choice Medical, Inc. a subsidiary of Vertrue, Inc.
Stroudsburg, PA

My Choice Medical, Inc. was a medical practice management and direct response advertising company focused
on the elective specialties. Most recent and current position held responsible for developing and managing the
online & offline marketing strategies, budgeting, online & offline inquiry generation and acquisition, inquiry
management system, media management, media planning and buying, media reporting and analysis, email
marketing, affiliate marketing, online display advertising, print advertising, and backend promotional fulfillment.

 Managed the overall $13MM marketing & advertising budget – 90% allocated towards online media
 Directed a comprehensive media team (onsite and remotely) – media planners, buyers, creative, and IT
  Conducted comprehensive quarterly website reviews and implemented website optimization strategies
(NewImage.com, DoctorsSayYes.com, 1800BeYourBest.com)
 Developed and implemented comprehensive online and offline direct response marketing campaigns.
 Data Mining, analysis, and advanced reporting on all direct response marketing data on a daily basis
 Increased qualified inquiry flow (online and offline) on a cost-per-action (CPA) basis by over 20%
 Reduced the overall marketing cost-per-inquiry by 15% (CPA and CPL driven)

Vice-President of Search Marketing (short-term consulting position) Aug 2006 – Dec 2006
Pepperjam Agency, A Full-Service Internet Marketing Agency
Wilkes-Barre,PA

 Managed all facets of search engine marketing campaigns including paid and natural search.
 Organized and implemented strategic partnerships and advertising campaigns across multiple industries.
 Managed customer/client relationships on all search marketing projects.
 Managed and grew existing client base (1800PetMeds, Wharton Business School, eFashions, etc).
 Supervised a large team of pay-per-click and search-engine-optimization professionals.

Internet Marketing Manager Jul 2004 – Aug 2006

College America Services Inc.
Scranton, PA (East Coast Marketing Office and Call Center)

 Managed the $3-5 million advertising budget

 Managed a comprehensive marketing team, which consisted of 17 marketing & sales employees
 Conducted a comprehensive website review and implemented a website optimization strategy.
 Developed and implemented a comprehensive Online Marketing & Sales program.
 Data Mining, analysis, and advanced reporting on marketing data on a daily basis
 Increased qualified online inquiry flow for both institutions (online and residential) by over 200%
 Reduced the online marketing cost per lead (CPL) and overall cost per acquisition (CPA) by 40%.
 Data Mining, analysis, and advanced reporting on marketing & media data on a daily basis

Internet & International Marketing Manager Mar 2001 – Jul 2004

Thomson Education Direct / Penn Foster Career School
Scranton, PA

 Managed the $5-7 million advertising and marketing budget in a direct response environment
 Led a comprehensive marketing & media team, which consisted of 7 full-time employees
 Pioneered and implemented a comprehensive cutting edge online marketing and media program for this
online distance education institution (CPA and CPL driven) – focused on search & affiliate marketing.
 Managed and grew existing international and domestic marketing efforts through the use of print and
online advertising programs, in order to generate qualified inquiries
 Managed and augmented existing direct mail and print marketing campaigns for international markets
 Data Mining, analysis, and advanced reporting on marketing & media data on a daily basis

EDUCATION

B.S., Business Administration, with a Minor in Leadership

Keystone College, La Plume, Pennsylvania

A.S., Business Administration w/Marketing Concentration

Luzerne County Community College, Nanticoke, Pennsylvania

REFERENCES & RECOMMENDATIONS

Professional and personal references available on request.

LinkedIn: LinkedIn.com/In/ShawnFassett