Mark J. Welch
350 Valle Vista Ave #29
Hayward, California
(925) 462-8483
MarkWelch@MarkWelch.com
http://www.MarkWelch.com/

Objective: Online Marketing position (in-house, contract, or consulting) focused on ROI.

Experience: Most of my work over the past 12 years involves pay-per-click search and/or affiliate marketing.

• Internet Marketing Consultant, 1997 - present. Some specific project examples:

  • 2008-2009: Contract PPC account management for a B-to-C e-commerce retailer.

  • 2008: Full-time PPC account management for B-to-B software/technology firm.

  • 2006-2007: Extensive work for "print on demand" B-to-C e-tailer:
    • Involved in all aspects of e-commerce startup with a "print-on-demand" business model .
    • Supervised production of first-phase web site and design of more than 3,000 unique posters.
    • Managed acquisition and processing of large editorial content database and image library.
    • Designed and implemented affiliate program and large pay-per-click search advertising campaign.
    • Prepared plan for larger web-site development project, database, complex user interface.
    • When client failed to provide resources to implement plans, I recommended closure of the first-phase site.

  • 2005-2007: Short-term consulting projects, including:
    • For a directory web site, I expanded the PPC keyword lists substantially and identified ROI measures to set bid limits; increased traffic and conversions, while reducing the $20,000 monthly AdWords spend.
    • For a B-to-C e-tailer, I conducted PPC testing before concluding that the merchant's low conversion rate was due to site-design issues and non-competitive pricing. Based on my advice, the client re-launched the site with a new design, better pricing, and an effective affiliate program.
    • For several clients, I prepared Strategic Marketing Plans focusing on PPC Search and Affiliate Marketing.

  • 2004-2005: Worked full-time with an "agency client" serving auto dealers. Designed and implemented a "pay-per-call" lead-generation system; tested and optimized pay-per-click advertising campaigns for several large auto-dealer clients.

  • 2003-2004: Operated as active seller through the eBay and Amazon.com "Marketplaces" (initially as part of consulting work for clients, and later for my own profit).

  • 2000-2001: Worked full-time as "Chief Strategist" for MovieGoods.com, a successful startup e-commerce retailer; included significant roles in:
    • Design of web site, and oversight of implementation by outside development firm;
    • Development of eBay auction strategy and evaluation of related issues;
    • Evaluation, License Negotiation, and Integration of third-party editorial content;
    • Successfully designed and implemented profitable marketing strategies;
    • Design and management of highly successful affiliate program;
    • Design and implementation of very profitable pay-per-click search strategy

  • 1997-2000: Worked primarily on the design and implementation of affiliate programs for e-commerce retailers. My first consulting client was the "original" art.com (it's been sold and transformed three times since then).

  • 1998-2009: Extensive "affiliate-role" work (earning sales commissions from niche web sites and from PPC search activity). For example, after exploring an alternate career as a secondary English teacher (in 2002-2003), I created LitPlans.com, a profitable web site directory of literature lesson plan resources for teachers. I sold this web site in mid-2007. I also created and managed large "direct-to-merchant" affiliate PPC campaigns.

  • 1996-1999: In 1996, I created a directory of "web-site advertising" resources which quickly grew into a highly profitable site (drawing $10,000 per month in advertising revenue by mid-1999). I sold the Adbility.com web site in late 1999, at the peak of the "dot-com" bubble.

• Attorney, Law Office of Mark J. Welch (Pleasanton, CA) (estate planning and probate law) 1993 - 1998
  - Created & promoted popular law-themed web site to promote law practice (CA-Probate.com, sold in 1999)

• Earlier employment: business & litigation attorney (1990-1993); syndicated columnist for legal newspapers (1987-1990); reporter for BYTE and InfoWorld magazines (1983-1987); author of a shareware computer game-design system (1985).

Education

• University of California, Berkeley, Boalt Hall School of Law (J.D., 1989)

• University of Massachusetts, Amherst (B.A., 1983, Journalism / Interdisciplinary [Computer Science])