CRAIG BERLINGO
consulting1@craigberlingo.com
SUMMARY
Internet professional with over a decade of experience at leading technology companies, heading globally-distributed teams, and specializing in product management, business strategy, and information architecture.
- Industries - Ecommerce, Content management, Comparative shopping engines, Advertising, Travel
- Expertise - Software as a Service (SaaS) business model; Web 2.0 including AJAX, DHTML, and User Generated Content (UGC); distributed content through widgets, gadgets, RSS, ads, and social bookmarks
- Technologies - PHP, JavaScript, XHTML, AJAX, DHTML, XML, MySQL, MSSQL, Java, Oracle database
PROFESSIONAL EXPERIENCE
INDEPENDENT CONSULTANT
• Gannett Co., Inc - Leadership position initiating Advertising Operations processes, including insertion order transmission, fulfillment, metrics, and exception handling. Developed plan for trafficking staff with risk mitigation and alternative sourcing options.
Migrated Gannett’s broadcast and newspaper properties from Open Ad Stream to ADTECH’s ad server.
• Ironworks - Guided Fortune 500 company through identification of qualified Ecommerce vendors to support aggressive web strategy. Deliverables included: request for proposal (RFP), functional matrix, demonstration scenarios and survey, reference scripts and feedback forms.
• Accoona Corp - Drove Ecommerce division, generating $150 million in annual revenue. Completely overhauled all web properties across distinct acquired businesses, focusing strategy on natural competitive advantages and improving operational efficiencies. Implemented Web 2.0 technologies and strategies for six consumer electronics properties and a comparison shopping engine (CSE), including adding communities through the use of open source forums, DHTML, AJAX, RSS, and third-party XML feeds.
Consolidated strategy by gathering requirements, performing industry and competitive analysis, and analyzing site data. Increased conversion and unique visitors by boosting natural traffic through SEO, streamlining search engine marketing (SEM), and optimizing all channels to maximize revenue and margins.
• Lifetime Television - Architected and coded site to provide marketing support for Lifetime TV movies. Features include: database-driven blogs; user generated stories and comments; administrator approval of entries; image upload and manipulation; URL and database security. Coded in PHP, XHTML, and Oracle.
• DoubleClick Inc - Coordinated international team to migrate all advertising data for America Online Inc onto internal system. Created project timelines, issues-tracking database, documentation, engineering specs, and contingency plan. Performed data analysis resulting in a comprehensive QA report, streamlined process, and more efficient use of resources.
Created extensive process documentation for eBay’s advertising solution after gathering information from engineering, operations, product, and marketing teams.
• Theorem Inc - Pre-sales and post-sales support for a SaaS data management solution. Created client implementation process, presentations, white papers, and other supporting documents.
• PriceYourSeats.com - Brought an offline sports ticket business to the web. Functionality includes: user generated content; buyer/seller matching and fulfillment; social network and membership services; and search. Coded in PHP, MSSQL, X/HTML, JavaScript, and CSS.
• SmartActivist.org - Created, designed, and coded a database-driven social bookmarking site. Features include: social network and member management, administration, discussion forum, polls, user submitted photos, and an email newsletter. Coded in PHP, MySQL, X/HTML, and JavaScript.
• Information Technology Architects, LLC - Analyzed, recommended, and presented multi-environment tools using market analysis of competitive products. Created mock-ups and implementation strategies, identified risks, and estimated overall timelines.
CENDANT / TRIP NETWORK
Business Manager / Product Manager
• Champion and driver of product development, design and workflow for the world’s fourth largest travel website, CheapTickets.com, including online and call center products
• Responsible for business direction of several high margin products representing over $30 million in annual revenue
• Increased the Car Business Vertical’s revenue by 75%, average cost of rental by 30%, and share of overall reservations by 50%
• Improved the enterprise value of Cendant Travel Distributions Services by coordinating with in-house properties (Avis, Budget, etc), travel agents, and other customer-facing groups on product functionality
• Added functionality for merchandising, up-sell, and cross-sell opportunities
• Performed competitive analysis, market research, and industry risks to add long-term value
• Provided analysis and assistance with travel industry technologies, e-commerce fulfillment, and account management to marketing, product, and development teams
DMIND
Global Product Manager
• Brought a 3-tiered Java / XML solution to the enterprise management and web hosting markets
• Initiated and coordinated all aspects of development, support, and service of middleware solution
• Structured, managed, and led teams responsible for Java development, QA, Documentation, and Training
• Managed relationship with international partners, third parties, and strategic clients
• Created processes, release schedule, project phases, priorities, and use cases
• Led team through the product life cycle from requirements analysis and implementation through support
• Gathered client requirements, managed risks, set expectations, and ensured on-time delivery
• Created business requirements and architecture for workflow, versioning, security, presentation, and content management taking advantage of J2EE, EJB, XML, and XSL on a Weblogic and Oracle platform
DOUBLECLICK, INC.
Senior Strategic Engineer, TechSolutions for eMail
• Developed long-term strategies and functionality specifications for a new email solution
• Established relationships with multiple business units to ensure product excellence and success
• Defined roles and responsibilities across the TechSolutions for eMail business unit
• Prioritized product enhancement requirements and timelines for delivery for highly scalable products
• Created and conducted Beta test plan, defined milestones, and exit criteria for product launch
• Designed API workflow to be compatible with clients’ email strategy
• Monitored competitive performance and incorporated feedback into each product
• Recruited, trained, and supervised team of Consultants and Sales Engineers
• Built ad hoc supplementary online tools for clients and consultants
Senior Sales / Consulting Engineer, TechSolutions for Publishers
• Provided business and technical analysis to top web sites on their current and future business models, working with clients’ technical, sales, and marketing teams
• Presented software as a service (SaaS) model and conducted pre-sales demonstration
• Consulted on advertising strategy and implemented DART for 60 clients, including: Viacom, iVillage, Businessweek, HotJobs, and American Express Travel
IBM
Consultant / IT Specialist, Global Services
• Client-facing consultant and developer
• Created an object oriented front end extending over middleware for a call center environment
• Architected and implemented Java servlets using Enterprise Java Beans connecting network computers to legacy systems
• Led design sessions with client on architecture and flow of call center application
• Proposed, created, and documented architectural changes according to client needs
• Architected the flow of information and built screens to maximize the Customer Service Representatives’ efficiency
• Improved efficiency by altering legacy transactions, including Y2K compatibility
EDUCATION
Boston College 5/97
Bachelor of Arts, Computer Science and Bachelor of Arts, Psychology; Concentration, Philosophy
IBM Global Services Institute 9/97
Consultants training, Customer Relationship Management training, Advanced Java Programming, AIX administration, DB2 and CICS introduction
September 7th, 2008 |