Jobhuk | Seth Baum ;

Seth Baum

Greater Los Angeles Area Active since: July, 2014

Summary

Seth Baum is a Los Angeles based marketing consultant who founded SoundView Group Marketing in 2008. Our client base is comprised primarily of Web-Based firms or App Developers in the E-Commerce, Online Lead-Gen or Subscription verticals who are Performance Marketers scaling their business utilizing the best combination of digital marketing, National Television and Radio campaigns, conversion optimization practices, content marketing, and marketing automation/CRM.

Specialties:
National Cable TV and Radio Creative Development and Media Buying
E-commerce Growth Hacking as well as Structured Strategy and Execution
Digital Marketing - the full spectrum
Continuity Programs
CRM/Marketing Automation

Clients (past and present) include:
USANA - Leading global Network Marketing company in the health and wellness vertical
www.merchantsofbeverage.com -- Upscale e-commerce site in spirits and wine vertical
www.liiv.com - Get your mind, body, and financials in shape with liiv!
www.vitacost.com - Leader in e-commerce for vitamins, supplements, organic food
www.AmeritasCollege.com - For Profit College serving Hispanic students
www.DentalPlans.com - Leader in alternative to Dental Insurance
LendingTree - Leader in Consumer Mortgages - Creating DRTV and Radio ads
Www.velocify.com - Leader in SaaS B2C sales automation software
ConsumerReports Magazine - DRTV campaign
www.Chegg.com - VC-backed leader in College Textbook Rentals - online video creation work
www.Tula.Co - Outsourced Expert Technology Teams
www.Care.com - Direct Response Television Campaign
www.Vuezone.com - Personal home video network
www.6weekbody.com and www.myfoodlovers.com - Direct Response consumer marketing in the Weight Loss and Health vertical
www.Forex.com - Retail Foreign Currency Trading
www.JobVite.com - Social Job Search and Management
www.PCMALL.com - Electronics Retail

Experience

  • Feb 2014  -  Present

    Mentor

    Advise on traditional and digital customer acquisition/retention strategy for E-commerce/App companies.

  • Sep 2008  -  Present

    Founder and Managing Director

    In 2008 Seth Baum founded SoundView Group Marketing, a marketing consulting agency/firm whose primary business is working with ROI-obsessed Performance Marketers in the E-commerce space (digital transaction for goods or services or subscription business) who are in the process of scaling their customer base after having established product/market fit. Our clients (rightfully) demand the most effective Messaging Approach (creative strategy and development) as well as efficient (and scalable) Multichannel Marketing Campaigns that cost-effectively drive prospects to their website, App, and even call centers. Then we help convert prospects to customers - using data and intuition to analyze/optimize media mix overall, as well as specific messages and placements on a more granular level. Finally we go after and nurture people through the funnel who DIDN'T buy right away, as well as implementing triggered CRM campaigns to maximize each customer's LTV. We provide strategic consulting/tactical implementation on projects that might last 4 hours, or 4 months, relying heavily on trusted and longterm partnerships with key thought leaders and vendors to augment our project teams, and in select cases Seth Baum acts as Interim CMO/VP Marketing for long term, "embedded" engagements.

  • Jun 2013  -  Feb 2014

    CEO and Founder

    The Soundview Media Group was a Performance Marketing National Cable TV media buying agency for clients who wanted their TV commercials and media buys to be evaluated and optimized on a performance basis where KPIs included website or App Store visits/downloads, conversions, and sales. Business was closed when funding source pulled out.

  • Oct 2012  -  Apr 2013

    Consultant - Acting VP Digital Marketing Customer Acquisition and CRM

    Reporting in-house to CMO as pre-launch budget would not support a full-time hire, engaged to develop beta launch digital acquisition strategy and choice of vendor/strategy for CRM programs (including marketing automation vendor and customer email vendor / e-nurture email program). Responsible for managing digital agencies, interfacing with various internal departments, and putting in place budgets, marketing models, and "building block" activities for customer launch and retention. Engaged in CPA revenue-sharing deals with credit card companies, managing Google Adwords SEM strategy and execution, targeted Facebook Ad buys, mobile advertising, landing page creation/testing/optimization, and selection of Exact Target as CRM vendor. Additionally responsible for helping to interview/select full-time VP after initial service launch.

  • Jul 2011  -  Nov 2011

    Consultant - Acting VP Customer Acquisition and Retention

    In-house role reporting to CMO and working with a great team on Multi-Channel B2C Demand Generation. Offline and online lead generation and customer acquisition strategy, messaging, creative development, media buying and analytics across online display, SEM, national cable DRTV, national and local Radio, and Drip Email Marketing campaigns.

  • May 2010  -  Oct 2010

    Consultant - Acting VP Marketing for OTT Setup Box "PopBox"

    Completely repositioned and overhauled marketing strategy for the PopBox Media Player (a leader in the over the top set top box market for the connected home) - competes with Google TV, Boxee, Roku - enables display of home networked stored media and Internet streamed digital content on your HDTV. Created messaging, USP, branding. Redesigned direct selling e-commerce website from scratch and Amazon retail channel. Managed PR agency, social media marketing, and collateral development

  • Sep 2009  -  Apr 2010

    Consultant - Acting VP Direct Response Marketing

    Establish strategy and operationalize marketing for $60MM revenue Weight Loss products retailer (Direct Response TV and E-Commerce sales channels). Responsible for revitalizing marketing approach for two distinct weight loss products (6 Week Body Makeover and Food Lovers Fat Loss System), creating a 10-person Marketing and Creative group, and managing substantial media budget. •Manage 2 E-commerce and Community Websites with responsibility for online lead generation, customer acquisition, landing page testing, website conversion, content development, customer forums, and target segment CRM programs (database marketing) •Create, execute, and optimize SEO/SEM, Online Display Advertising (CPA, remnant, retargeting), and Social Media presence (Facebook, Twitter, Blogs) for each product •Manage offline DRTV spend of $600,000/week drive to phone and web campaigns, media buying, call center scripting, testing, and optimization •Responsible for hiring and management of top-tier offline media buying agencies and 2 SEM agencies

  • Aug 2006  -  Sep 2008

    Director of Sales, Marketing & Strategy

    Led strategy for Spot Runner’s National Agency Business Unit that services the marketing/advertising needs of National/Regional businesses. •Served as Head of Client Strategy responsible for helping the sales team close deals and then provide marketing/advertising strategy and oversee execution for top-tier clients. On an ongoing basis, maximized marketing ROI for Spot Runner clients including Microsoft Small Business, Forex.com, Enzymatic Therapy Brands, uBid.com, Creditreport.com, etc. by serving as account planner on marketing/advertising strategy. – Developed research-based market positioning and messaging, creative briefs and executions, media strategy and managed response/sales analysis and corresponding media optimization. – Specialized in developing uniquely effective and efficient DRTV campaigns that achieved target CPA through excellence in low-cost creative executions and strategic optimization of media buys.

  • Jun 2003  -  Dec 2005

    Director of Acquisition Marketing

    Director of Acquisition Marketing—Responsible for setting branding, messaging, and advertising strategy designed to maximize customer conversion to DIRECTV from other pay TV platforms. Achieved largest customer acquisition gains in DTV history. • Customer Acquisition Marketing: Managed 7-person team and $50 Million annual budget. Directed multiple Creative Agencies and Media Buying Agency. Created and executed national and DMA-specific acquisition campaigns utilizing Online Advertising, Spot TV, DRTV, direct mail, radio, ROP, and ADVO. Led creative development, oversaw execution and performed post-campaign ROI analysis. • Channel Marketing: Developed local, regional, national, and in-store marketing collateral and promotional programs to drive direct sales (though 800# and website) and retail purchases (Best Buy, Circuit City, independent retailers). • Partner Marketing: Managed co-marketing relationships to drive customer acquisition in conjunction with Telco partners (Verizon, BellSouth, Qwest), network partners (Fox, ABC, Disney, HBO, Showtime), TV manufacturers, and JetBlue.

  •  - 

    Account Director

    Web development and online marketing. Led team that rebuilt the Williams-Sonoma website at www.williamssonoma.com

  •  - 

    Director of Online Marketing

    Managed 4 person team. Online marketing budget of $20 million annually. Portal deals, banners, buttons, online optimization, pretty much everything online that was going on during the first .com era.

  •  - 

    Director of Business Development

    Sold and marketed education products into middle and high schools around the USA.

  • Sep 1993  -  Aug 1995

    Consultant

    Strategy consulting for Fortune 500 firms. Specializing in telecommunications companies.

Education

  • Jan 1997 - Jan 1999

    University of California, Los Angeles - The Anderson School of Management

    Marketing

  • Jan 1989 - Jan 1993

    Harvard University

    History and Literature

  • Jan 1985 - Jan 1989

    Byram Hills High School

    English