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Short Bio:
Since the inception of Web 2.0, Roni has been guiding brands on direct paths through
the digital marketing jungle. Her expertise covers strategic insight, promotions,
positioning, packaging, product development, pricing, and creative development. Of
course, Roni’s specialty is in social media marketing.
Roni has brought her expertise to companies like Merrell, Boiron, Shop.com, Advance
Auto Parts, SPIRE, Chrome Bags, YMX by Yellowman Clothing, Eco Products, Puritan
Pride and many more. Recently, Roni took on the book-marketing world creating and
implementing strategic marketing plans for The Whip. Roni started the Social Media
initiative for Merrell footwear. In just under two years, she grew the Facebook fan page
from 2,000- 66,000 fans through the use of engaging content and brand platforms. As a
result, Merrell became known as a top socially savvy brand in its industry niche. While
working for Sigg, Roni developed a strategy that fused a mix of online marketing tools
together. Through social networking, viral marketing, word of mouth, grass roots
programming, structuring brand platforms, online promotions, partnerships and SEO and
SEM optimization -- Sigg’s marketing strategy became renown. The brand was voted
one of the top 50 innovative marketers of the year by AdAge. Roni’s work has
consistently equipped brands with solid marketing strategies and catapulted them to the
next level and beyond.
Roni received a degree in Marketing from the University of Buffalo and an MBA from the
Lubin School of Business at PACE University, where she graduated Summa Cum
Laude. Passionate as always for more knowledge, Roni completed further postgraduate
work in digital marketing at NYU where she is a frequent lecturer on new media, social
media and digital marketing.
She currently resides in beautiful Denver, CO.
Long statistical bio:
Roni Rudell - Social Marketing Alchemist
A digital marketer with a specialization in social media marketing, Roni Rudell creates
master strategies and creative concepts across all consumer touch points connecting
target audiences to brands, authentically.
Roni’s approach is hardly standardized and never routine. Most often, Roni has been
called upon to figure out how to do something that hasn’t been done before.
And along the way, it’s been an interesting journey.
Since 1998 to the present, Roni has been the principal (and founder) of ONIT, inc. ONIT
is literally ON IT! – Utilizing every up to the second consumer touch point and the
accumulation of Roni’s pioneering experiences to give marketers in the outdoors, natural
products, eco-friendly and e-commerce fields, the expertise they need to conceptualize,
strategize, manage, and execute concepts, divisions, and programs.
Roni was a keen participant in the onset of web 2.0, and it’s coming explosion as an
essential business tool. In the midst of this industry shift, Roni’s desire to be on the
cutting edge and eagerness to learn more took her – of all places – back to school.
In 2006, NYU began offering a digital marketing program, the first of its kind, Roni
jumped at the chance to become an expert in this ever-expanding field of marketing. At
NYU she continued to dive deep into the latest in buzz marketing, blogging, social
networking, viral marketing, organic search optimization, paid search marketing, email
marketing, online promotions, digital and internet strategy, and web analytics. NYU
awarded her a certificate in digital marketing in 2007.
This supplemented an already rigorous education; a degree in Marketing from the
University of Buffalo, and an MBA from the Lubin School of Business at PACE
University, where she graduated Summa Cum Laude.
While attending NYU, Roni spearheaded the development of the interactive division of
Sigg USA, makers of eco-friendly reusable water bottles, launching mysigg.com.
Marketing was focused on social networking, viral marketing, word of mouth grass roots
programs, brand platform creation, innovative online promotions, SEO, SEM, and
partnerships. Roni created the strategy and oversaw all digital and wireless activity for
this extremely profitable e-commerce site representing over 20% of company sales in
2007 alone. This division brought in sales of $1.2 million with over $700,000 in profit for
the company.
By Roni’s departure, Sigg had been positioned as a leader in design and
environmentally friendly communities. While Roni was Director of Interactive Marketing,
Advertising Age voted Sigg as one of the 50 Top Marketers of 2007.
In 2009, Roni worked with Merrell to propel their brand platform into the future and give
them a social voice. Merrell is an outdoor performance footwear company. At the start,
Merrell had 2,200 fans on Facebook. By the end of the campaign, Merrell had over
65,000 Facebook fans, 7,000 followers on Twitter, and 270,000 YouTube views. Today,
fans continue to be very interactive on Merrell’s Facebook and Twitter pages.
At the end of 2009, Merrell was nominated for best brand use of Twitter and best
Facebook fan page for Mashable.com’s annual Open Web Awards. Merrell has also
been announced as “top ten” outdoor industry brand on Twitter by OutdoorUSA
Magazine. Footwear Plus Magazine featured Merrell in a 2009 article titled “Shoes
Need a Box,” which praised Merrell as an innovative and effective leader in social media.
Prior to Merrell and Sigg, Roni spent six years as a marketing consultant for companies
large and small both in the interactive and traditional space. Companies like Sony
Pictures hired Roni to formulate a dynamic viral marketing campaign for the movie “The
Forsaken,” one of the very first viral campaigns in Hollywood.
At AOL, in 2002, she developed creative for interactive campaigns for some of the
biggest brands in the world: Coca-Cola, Kodak, and GM. Roni’s platform “You write the
caption” for Diet Coke is still a platform AOL uses for its advertisers.
The work once again was pioneering: some of the first to create internal platforms that
could be sold to different sponsors or customized to a sponsor’s needs – platforms that
included some of the first user-generated content on the web.
Creative concepting was a big part of Roni’s world post Y2K. A-Team, Red Peg,
Fieldstone, and Alcone all hired Roni to develop concepts for brands like Unilever, Ford,
SunRocket, Wild Turkey, Safeway, and others. Concepts were developed using event
programs, cross-promotions, experiential marketing, retail marketing, sponsorships, and
contests.
Other significant accomplishments over the past decade include:
• Responsibility for the development and execution of marketing strategies, campaigns,
and promotions for all 150 retail Skechers stores. Roni especially worked with the ecommerce division to bring synergy to online and offline campaigns.
• For Pepsi, Roni helped develop and launch their worldwide music platform, years later
still a major part of their marketing. She identified youth–oriented infiltration-marketing
opportunities such as “Pepsi Live,” as well as created, developed, managed, and
executed the Pepsi International Video Music awards in ten different countries.
• At Fleishman Hilliard (NGT), Roni pioneered the development of partner relationships
for an integrated marketing campaign for YFLY, a new teen-oriented social networking
site. The integrated campaign launched with five online partners, and doubled
registration during the promotion period.
• For Vans Shoes was the Lead Strategic Alliance Agent and directed Partnership
Marketing for the Triple Crown Series in collaboration with Mountain Dew, Sony, Ford,
Rolling Stone Magazine, and G-Shock. The effort generated incremental revenue of $16
million.
In addition, Roni played the key role in integrating marketing efforts for Van’s Global
Alliance partners, subsequently analyzing and negotiating relationships in music, sports,
and entertainment.