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R. Scott Gaston 1501 Quaker Ridge Drive Austin, TX 78746 512-934-3777 / [email protected] January 26, 2009 Human Resources Manager 700 Lavaca Street, Suite 900 Austin, TX 78701 Tel: +1 512.744.4300 RE: Webmaster Dear Human Resources Manager: As a highly-motivated strategic and tactical senior eCommerce marketing manager with the proven ability to define, deliver, success measure and optimize the online experience and lead generation/conversion, the following is a brief list of my qualifications as they relate to the Webmaster opportunity. Your Requirement Project management experience. My Qualifications At Schwab, established business case and implemented strategic initiative to retain Active Traders. Responsible for exempt staff and vendors. Delivered over $20MM per year incremental revenue. At Wells, online business manager for Home Equity web site including the online application, public site and private site functionality. Delivered over $33M per year in revenue. Thoroughly familiar with effective, on-time and on-budget project management and delivery in environments of changing priorities. Expertise using Google Website Optimizer and Google Analytics. Extensive use of Google Analytics and Omniture SiteCatalyst for web site analysis, reporting and traffic/conversion optimization. Understanding of website design principles, especially as they pertain to a publishing business. Successfully executed and implemented Active Trader, Home Equity and B2B web sites leveraging extensive experience of effective design principles, usability testing, creative agency management and on-going success measurement and optimization. At Wells, Increased page views 20% and improved conversion efficiency to the online application 5%. At Wells, developed the online application optimization enhancement increasing client’s likelihood to board by 15%. Comfort and familiarity with Drupal or similar CMS systems A visceral hatred for things that are broken or not as good as they should be and a consuming desire to fix and improve At Buildasign, designed and developed from scratch in-house CMS system to optimize tracking, management and delivery of sign content and designs. At Wells, leveraged Documentum for updating content/links on Home Equity web site. Developed B2B/Investor website for reminder solutions software business, BigDates.com. At Wells, recognized need for a cohesive and strategic approach to website development, content and the customer experience that integrated all distribution channels and incorporated competitive benchmark research; re-defined the customer experience, generated more online applications and increased the conversion, or board, rate. Increased page views 20% and improved conversion efficiency in the online application by 5%. At Schwab, defined market segment contribution to overall business and championed that knowledge throughout company. Created first-ever web site to consolidate Active Trader offering by leveraging a consensusdriven approach across Retail, Technology, Legal and Risk. Negotiated top-level placement on web site, implemented site in eight weeks and generated over 300 sales calls/per month with a 37% conversion rate. An ability to translate marketing gibberish for tech people and techno babble for business people Experience in landing page design and conversion testing At Wells, as online business manager, implemented new web site, online application, lead generation programs and promoted online/offline integrated marketing approach, tracking and success measurement. At Schwab, acted as key liaison between business owners and eBrokerage technology teams on numerous project implementations. Extensive experience with directing and implementing new capabilities leveraging HTML/CSS in a .NET environment. Recent experience with Agile Scrum Methodology for rapid implementation. Wrote and managed delivery of Product Requirements Documents and Functional Specifications for online and desktop functionality/products. At Buildasign, established company first process on landing page design, statistical success measurement and optimizing leading to a 5% increase in conversions. Implemented first online/offline integrated marketing campaign driving a 10x increase in jump page visits and generating $375M incremental revenue per year. At Schwab, led Active Trader online pricing/marketing strategy and tactics and success measurement encompassing HTML/Rich media email, banner ads, site messaging, jump pages, mini-sites and third-party advertising. Implemented new public/private web sites enrolling 14M “satisfied” new users in <6 months. Result: $1MM incremental revenue per month and a 75% trade lift over original goal of 10%. Extensive and intuitive knowledge of desktop software (including Microsoft Office) and their integration with back-end and legacy systems. Familiarity with third-party providers of relevant tools and expertise and the ability to manage them as part of larger projects. 10+ years marketing, interfacing with vendors and creative agencies to develop and deliver products including online and offline to generate incremental revenue in addition to development and implementation of new functionality. An interest in geopolitics and the publishing industry. Developed and published online education modules, webinars and content (including use of CMS) to Schwab and Wells Fargo web sites. Domestic and international current events active reader and “political impact analyst” since 6th grade. I have attached a copy of my current resume for your review. I would welcome the opportunity to meet with you and discuss the contributions I can make to your overall operational and bottom-line success. Thank you for you consideration. I look forward to speaking with you. Please call me on my cell 512-934-3777. Sincerely, R. Scott Gaston 512-934-3777 [email protected] Enclosure