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Mark Berger

Position Desired

Online Marketing Director or Producer with a with a profitable, visionary company in the East Bay that values performance and creativity. An opportunity to lead the marketing and technical development of an online consumer brand.


Sept 2004 - Present

Homegrown Naturals, Inc.

Develop & lead implementation of all aspects of B2C Online marketing efforts including: strategy, content development, technical architecture, PPC, SEO, Affiliate, E-mail, Viral & DataBase marketing for $95MM packaged food company with 3 brands that are environmentally and socially responsible :

Brand Accomplishments:

  • Annie’s Homegrown (www.Annies.com) - SEO, PPC and Email campaigns resulted in tripled traffic and a 65% YOY sales increase (offline brand sales grew 22%). Produced viral video campaign “The Mouth Revolution”, started a Blog and a Kids Book Club which spurred user-generated content and strengthened brand. Performed usability testing and created personas for site redesign that resulted in a 50% conversion rate boost.
  • Fantastic Foods (www.FantasticFoods.com) - SEO, PPC and Email campaigns resulted in tripled traffic (up 196%) and a 17% YOY sales increase (offline brand sales shrank 26%), redesigned site to focus on targeted audiences of special dietary needs.
  • Consorzio (www.Consorzio.com) - SEO, PPC and Email campaigns resulted in quadrupled traffic (up 256%) and 27% YOY sales increase (offline brand sales shrank 23%). Redesigned site with recipe photo shoot as core content.

Accomplishments across all 3 Brands:

Redesigned and rebuilt all 3 sites; upgraded all e-Commerce storefronts; wrote and published e-Newsletters and sales announcements which consistently had 30%+ open rates and 15%+ click-thru rates; created a unified customer Database from scratch with 25,000 contacts; created and maintained Store Locators with 10,000 stores; implemented HBX Web analytics and Atomz Search to improve site conversions by 50%; managed one employee, one intern and several creative and technical vendors on 3 continents.

Press Hits About My Work:

Napa, CA
April 2003 –
Sept 2004
The Marin Institute
  • Designed and built new web site (www.MarinInstitute.org) featuring Flash, PHP, Perl applications within a Linux/Apache environment. Performed on-line marketing of the site tripling traffic in 6 months with $0 budget.
  • Set-up daily & weekly email newsletters, video streaming of alcohol industry TV ads, Take Action campaigns, and a Spanish version of the site
  • Developed the “Talk-Back to Big Alcohol” Web service that facilitates public complaints of Alcohol Industry advertisements which was featured in a Wall St. Journal article (02/02/05)
San Rafael, CA

Sept 2000 –
April 2003

Berger and Fries Online Marketing

  • Online Marketing Manager for the development of a direct marketing website to sell fitness videos and related products. Features included: 3-level affiliate cash referral program, free personal homepages, free email accounts, free chat rooms, multi-tiered Member status, Support Circles, and Buddy lists. Currently, the site has over 2,500 affiliates (members) and generates over $15,000+/month of sales after only 6 months (as of 2/1/03) and the site will pay for itself after only 8-9 months live. www.mybeachbody.com
  • Online Marketing Manager for spiritual jewelry store, www.maha-lakshmi.com. Identified target market, created marketing plan, produced website, created email campaigns, Google AdWord campaigns and tracked the results which produced 60+ visits a day and sales of $1,000/week for a site that has been online for only 60 days (as of 3/1/03).
  • Project managed and programmed several websites featuring Flash, streamed video, 360-degree panoramas, CSS and PHP. Hands-on development. www.arrowire.com, www.marshaberger.com, www.laaliance.org, www.mbergerart.com, www.forbesmedtech.com www.rapidrelief.tv, www.westviewschool.com.
  • For the redesign of the computer systems at Warner Brothers Television Division, performed requirements analysis and use-case analysis with Rational Requisite Pro and created 1st iteration design of a new system
  • Performed requirements analysis for $200M wholesale foods company who is creating a Web-based application for serving customers and business partners. Included writing extensive and detailed use case scenarios
Oakland, CA

2000 April-September

Veon, Inc.(bought by Philips 04/01)

  • Managed the development of prototypes of converged WEB/Television content for: Sony, HBO, Skechers, Speedo, Pathe, and LVMH. Created project budgets, schedules and managed client deliverables through entire software development process.
  • Supported sales with software demos, client training, and Powerpoint presentations. Supported marketing initiatives at trade shows
  • Managed web software development and services via an in-house team of 8 creative and technical people. Managed vendors who provided hosting, bandwidth and streaming services, and video post-production houses. Oversaw web development from sales through delivery
San Francisco, CA

1998 - 2000

AppNet, Inc. (bought by CommerceOne 06/00)


  • 40-70% Gross profit margins on all projects in sizes ranging from $50k-$500k
  • $600,000 sales in 1999 from 3 existing clients and winning 2 new clients

Duties Included Sales, Strategy, and Project Management:

  • Manage project teams of 3-10 creative and technical persons
  • Responsible for overseeing the architecture, design and implementation of projects ranging from $50,000 to $500,000.
  • Create project budgets and schedules; closely monitor project profitability
  • Manage project scope, client change requests, and escalate any problems to management
  • Recommend solutions and technologies on a strategic level
  • Lead requirements analysis through Use Case Modeling
  • Create data models, ER diagrams, and data schemas for DB design
  • Art Direct designers and HTML programmers as needed
  • Schedule and lead client meetings regarding development of applications
  • Travel for sales presentations to 5-15 people, write 20-40 page proposals, write contracts, and assist VP of Sales in closing the deal.

Clients Managed from design to development to hosting:

Santa Monica, CA


Internal & External Communications, Inc.

  • Assembled media assets into interactive, computer-based training for Federal Express, Inc. using Silicon Graphics workstations.
  • Coordinated the production of text, graphics, audio and video assets.
  • Wrote detailed design documents and detailed content outlines during pre-production.
Marina Del Rey, CA



John Saler for Lt. Governor

Organized and led the campaign to win the Democratic nomination for Pennsylvania's second highest public office.

Philadelphia, PA


U.S. Senator Harris Wofford (D-PA)

Wrote position papers, policy memos, correspondence and press releases in several legislative areas including environmental, taxation and judicial issues. Picked up the Senator's laundry.

Washington D.C.









Master of Fine Arts. School of Cinema-Television.

Sega Games, Inc.

Project Managed a prototype for a new, on-line, multiplayer game and pitched the project to Sega executives. Analyzed the existing game market to determine what is profitable and producable.

Paramount Digital Entertainment, Paramount Pictures

Developed "Cheers" and "Mission Impossible" into interactive storytelling vehicles for the Web. Created an original design document for a Website serial called "Metatron." Pitched the proposal to Paramount executives.

Bachelors of Arts, American Studies major. Honors student.

Los Angeles, CA







Claremont, CA

Technical Skills

Summary: Able to organize large quantities of data, objective and subjective, and compile them into logical plans that exceed marketing goals. Extensive experience assembling requirements and translating them into practical, honest, creative marketing plans that entice customers and drive Web traffic.

  • HTML, DHTML, JavaScript, XHTML, CSS
  • Dreamweaver/Fireworks MX, Flash MX, Visual InterDev, Photoshop 7
  • CGI/Perl, ASP3.0/ADO 2.5, PHP 4
  • Database design and analysis, ER modeling, MS SQL, MySQL
  • MS Office, MS Project, RUP, UML, Rational Rose, RReqPro
  • Networking fundamentals including TCP/IP, DNS, SSL, WAN/LAN
  • Quicktime, Windows, Real streaming video authoring
  • Film/Video Editing: Avid, Premier, D-Vision, ProTools

Nielsen Norman Group Usability Conference (June 2005)
MCP Certification (August 2004)
XML (November 2002) - Santa Monica College
Flash 5
(May 2001) - Santa Monica College
Certified Internet Webmaster (August 2000) - ciwcertified.com
Relational Database Design & Management (January-May 2000) - UCLA
Perl/CGI (October 1999) - Santa Monica College
JavaScript (June 1999) - Santa Monica College
Advanced HTML (November 1998) - Santa Monica College
Basic HTML (April 1998) - Santa Monica College



Myers-Briggs: ENTP
ENTPs are multi-talented, pragmatic, goal-oriented, and willing to take risks. Unlike most others, they can easily grasp both the big picture and the details. ENTPs are natural entrepreneurs, a quality which-along with their other attributes-makes them great candidates for careers in information technology, information management, or business management. (Sources: Lore, 1998; Laramore, 1997)



©Mark Berger, 2003