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Burt Rosen

87 Neds Mountain Road, Ridgefield CT 06877


VP Starwood Preferred Guest & Brand Interactive Marketing
(203) 470-9948
jburtrosen@yahoo.com
www.CMOresume.com

Summary: Accomplished senior level interactive and traditional marketer known for creativity and
innovation. Areas of expertise include interactive marketing, social media, customer
engagement, broadcast, travel and loyalty marketing, team building and leadership

Starwood Hotels & Resorts May 2005 - December 2008

VP SPG & Brand Interactive Marketing February 2008 – December 2008


Continued leading the Brand Interactive Marketing team and interactive and call center strategy for all
nine Starwood hotel brands
• Assumed additional responsibilities leading all Starwood Preferred Guest marketing (Starwood
Preferred Guest is a loyalty program comprised of the nine Starwood hotel brands)
• Led strategy and program implementation for all acquisition, member engagement, promotions and
all loyalty marketing efforts
• Led all email marketing efforts including segmentations of membership, creative development
• Participant in development of CRM ideation for Starwood Hotels
• Led utilization of all channels including hotel, online (SPG.com and related web sites), call center,
email, offline marketing channels, PR, social networking
• Responsible for development of SPG marketing platform, the evolution of current marketing efforts
and future iterations of the program, including three year strategic marketing plans
• Accomplishments include launching of SPG You Choose, and numerous member engagement
efforts
• Collaborated with brand, field and divisional marketing on all efforts
• Managed budget of $40 Million plus
• Managed direct marketing, interactive media and creative agencies and web 2.0 agencies
• Led an SPG marketing team of seven and Brand Interactive Marketing team of eleven

VP Brand Interactive Marketing August 2006 –April 2008
• Managed a team responsible for leading interactive marketing, integrated marketing, web site
development and call center strategy for nine hotel brands and the loyalty program (Starwood Preferred
Guest)
• Co-owner of a $2 Billion in revenue plus web channel
• Drafted and presented three year strategic plan for Global Web Services
• Led numerous innovation projects including blogs, Web 2.0 and other initiatives
• Key participant in Starwood Cross Marketing team that analyzes all marketing and advertising efforts
across all offline, online, PR and marketing initiatives including media strategy, media mix,
measurement, reporting and creative.
• Accomplishments include driving substantial growth in revenue, PR and awards
• Managed web design, marketing and media agencies
• Managed fourteen associates

Sr. Director Brand Distribution May 2005 – August 2006


Responsible for leading Interactive Marketing, Web Site Development and Call Center strategy across
Starwoodʼs eight brands, the Starwood Preferred Guest Program and the Starwood Vacation Ownership
program
• Led a team of 9 Directors that each has responsibility for one specific brand
• Developed three year strategic plan, and presented the plan across all levels of Starwood
• Regularly interface with senior leadership and brand leaders
• Developed innovative programs and established Starwood as the leader in digital marketing channels
• Responsible for managing internal business processes and systems in order to optimize revenue
generation through Starwoodʼs websites and call center
• Received recognition as ʻBest in Class” for team engagement in annual associate survey

Avenue A Razorfish Account Director June 2004 – May 2005


• Led all Starwoodʼs interactive marketing efforts including online media, search engine marketing across
both branding and DR objectives
• Developed and managed Client relationship at all levels, strategic direction for Starwood and Avenue A
team, team management (6 team members) and development, agency financials, business
development
• Responsible for strategy surrounding acquisition, customer segmentation and targeting, and reporting
and analytics

Modem Media August 1999 - May 2004

Director, Marketing Strategy & Services January 2002 – May 2004


Responsible for strategy and implementation of online advertising and website development programs for
Philips, Marriott, and Delta Air Lines
• Managed all Modem Media engagement operations and client relationships for designated clients
• Represented the client internally at Modem and was responsible for being versed in and helping to
establish client business building strategies

Associate Account Director July 2000 – January 2002


Client lead on GE, Benjamin Moore, JCPenney
• Responsible for leading online marketing, including strategy, content, quality, financial and budgeting,
schedule, internal team and client relationship (all levels)
• Built account strategies, identified business-building opportunities and trained junior staff in client
management

Account Manager August 1999 – July 2000


• Responsible for the GE client relationship and overseeing the ongoing management of the GE account
and final delivery of the Modem Media product.

CBS Network Director New Bus. June 1998 – Aug. 1999


Responsible for developing new business leads and supporting network sales staff with research,
targeting and presentation materials

Univision Account Executive March 1996 – March 1997


• Responsible for local TV ad sales and promotional programs for Spanish language station (Univision
affiliate)
• Responsible for marketing the benefits of Spanish language advertising to general market advertisers
and agencies

Raycom Sports Mgr. West Coast Sales March 1995 – March 1996
• Responsible for establishing Raycom presence on West Coast and for all west coast advertising,
marketing and integrated sponsorship sales efforts

NBC Network Television June 1987 – March 1995


• Network Sales Account Executive - 1992-1995 NBC LA
• Regional Sales Account Executive - 1991-1992 NBC NY
• Manager Out of Town Pricing 1989 - 1991 NBC NY
• Prime time Media Planner - 1988 NBC NY
Speaking Engagements

MIXX 2007 –New York September 2007


Second Life

PhocusWright Travel 2007 – Orlando November 2007


Second Life

iMedia Summit 2007 – Lake Las Vegas February 2007
Balancing Branding and Direct Response

iMedia Summit 2003 – Beaver Creek Colorado December 2003


Traditional and Online Agency Integration

eTail 2006 – Palm Desert California February 2006


Building Brands: Delivering a Brand Centric Customer Experience

Eye for Travel – Chicago 2006 October 2006


Innovative ways to relay your marketing message and sell to your customers

Education

University of Chicago Bachelor of Arts in European History June 1987


Hebrew University Junior Year Abroad 1985-1986
Burt Rosen Experience Elaborated
March 4, 2009

Social Media
I have extensive experience leveraging social media on behalf of brands. While at
Starwood I spearheaded the development of the first hotel travel blog dedicated to
travel content (as opposed to program content), www.thelobby.com. I developed and
authored the vision and development of www.sheraton.com, built on user generated
content and the first major brand to bet its success on its users (other brands used
micro-sites). I was heavily involved in the measurement strategy around UGC on
Sheraton.com to determine the impact of social media on hotel bookings. I have driven
numerous initiatives involving blogs, FaceBook, distributed content, guest and member
engagement and research efforts to better understand how SPG members engage with
social media. I was also involved in direct conversations with SPG members through a
variety of means including webinars, phone calls, and a 3rd party frequent traveler site,
www.flyertalk. One of my last projects, although small, was a labor of love that
highlighted all of the cool work we did at Starwood with a number of social media apps
built in, www.room-51.com.

In addition to efforts on behalf of Starwood and others, I author two blogs, Tweet, am on
FaceBook (friend me!), LinkedIn, 12Seconds, TripIt and others.

Online Media - Acquisition


I am fluent in all online acquisition tactics including search strategy, affiliate marketing,
behavioral targeting, direct response and all corresponding analytics and measurement
techniques. I have led measurement studies to determine how branding media effects
DR results and search queries and have led acquisition efforts at Modem Media (Delta
and Marriott), Avenue A (Starwood and Carnival Cruise) and Starwood.

Online Media - Brand


I have led the strategy and cross functional teams (creative, media, strategy,
measurement, project management) across numerous award winning efforts for Delta,
Starwood and others. In addition to winning awards for creative and media, I have led
cross channel measurement initiatives to measure the impact of the programs. My
biggest focus is how brand media can drive ROI over time, its something I was working
on for Westin. I am a holisitc marketer and want to see measurement evolve to prove
holistic marketing works.

Web Development
Most recently I oversaw the strategy and vision for redesigns for all Starwood branded
web sites including www.sheraton.com, www.lemeridien.com,
www.luxurycollection.com, www.spg.com, and others. My team was charged with doing
the research, developing the vision (inspiration, objectives, success criteria) and leading
cross functional teams made up of creative, technology, measurement and analytics
and project management.
Loyalty
In addition to leading brand interactive and call center strategy, my last position had me
responsible for all marketing (online, offline, hotel, promotional, member
communications) for Starwood Preferred Guest (www.SPG.com). I led development of
the most successful promotions in program history (SPG YouChoose), development of
all direct mail, email, print ads, collateral, member cards etc. I also instigated and led
numerous member engagement efforts including recognition events and webinars with
member participation. Last but not least I was responsible with constantly trying to
reinvent the concept of “loyalty”.

Agencies
I worked for 6 years in account management at interactive agencies (Modem and
Avenue A) leading efforts including web site development and interactive marketing for
clients including Starwood, GE, Delta, Marriott, Philips, JCPenney, Kodak and others. I
also helped to build an internal digital agency at Starwood creating and leading a client
services team that acted as the single points of contact between the web and call center
teams and the brands and other stakeholders. While at Starwood I also managed and
directed numerous agencies including online media, interactive marketing, research,
and offline and loyalty/direct marketing agencies.

I have presented to all levels of clients while at agencies and had numerous
presentations to the CEOs, CMOs, Presidents and other leaders at Starwood.