The document provides an overview and summary of Larry Oberman's experience as a digital media consultant. It summarizes his 5 years of experience in advertising, including 3 years in digital advertising and 2 years in broadcast advertising. It also outlines his roles and responsibilities in previous positions at various companies focused on digital marketing, media buying, and campaign management.

1. Larry Oberman
Digital Media Consultant

2. Overview
• 5 years advertising practice (3 yrs digital, 2 yrs broadcast)
• Business-to-Consumer & Business-to-Business expertise
• Integrated media and channel planning
• Marketing program conceptualization and execution
• Team & vendor management
• Campaign reporting and optimization
• Partnership with sister companies
• Ability to multitask across many clients, campaigns and vendors
• Work well with internal departments (finance, creative, ad ops)
• Able to facilitate plans that include an online and offline obligation
Larry Oberman 2 Loberman99@gmail.com

3. Professional Experience
Larry Oberman 3 Loberman99@gmail.com

4. Digital Media Consultant (Self-Employed)
• Term: October 2010 to Present
• Goal: Assist start-up websites with cost-effective plans to increase traffic
• Responsibilities:
– B2C and B2B Marketing utilizing branding and direct response tactics
– Create plans utilizing various channels, Behavioral & Retargeting
Display, Email Marketing, Lead Generation (Co-Registration & Content
Syndication)
Larry Oberman 4 Loberman99@gmail.com

5. Singer Direct (An Omnicom Company)
• Position: Manager, Digital
• Term: December 2007 to September 2010
• Goal: Varied per client and campaign
• Responsibilities:
– Responsible for the day-to-day of B2C and B2B clients, across a variety
of industries
– Supervised planners, coordinators and specialists on a per project basis
– Managed a variety of campaigns across many channels
– Created Media Plans and Optimized based on live and historical data
– Setup, trafficked and implemented campaigns utilizing proprietary and
3rd party services
– Created and presented new business proposals
Larry Oberman 5 Loberman99@gmail.com

6. AmeriMerchant
• Position: Broadcast/Digital Media Buyer/Planner
• Term: May 2007 – July 2007
• Goal: Create quality leads for internal sales team
• Responsibilities:
– Worked with Marketing Director and VP of Sales to develop strategies
to generate leads
– Planned, negotiated and bought National Broadcast & Digital Media
– Worked with the Director of Operations and IT Department to design a
landing page, publisher submitting system and build a 30 second TV
commercial
Larry Oberman 6 Loberman99@gmail.com

7. Lawyers Group Advertising
• Position: Broadcast Media Buyer/Planner
• Term: June 2005 – April 2007
• Goal: Generate Personal Injury quality calls for clients
• Responsibilities:
– Planned, negotiated and bought National Media Buys and 30 local
markets for Direct Response Television Advertising
– Optimized throughout run based on live and historical results
– Used Excel extensively to create reports with the Telecommunications
and Accounting departments to ensure the team stayed on budget
– Trafficked correct talent/commercials to TV stations across the US
– Worked with the Production Department to create the best performing
spots while taking into account state compliance issues
Larry Oberman 7 Loberman99@gmail.com

8. Achievements
Larry Oberman 8 Loberman99@gmail.com

9. Account Management
• Organic Growth:
– Grew a fortune 500 insurance company with monthly billings in the low
thousands into the company’s major client with monthly billings over
half a million dollars
• Business-to-Business Endeavor:
– Spearheaded Singer Direct’s venture into the space utilizing direct
response and branding methodology across a variety of channels
• Business Development:
– Planned and implemented comprehensive new marketing strategies
which attracted new business and increased revenue
• Work Efficiency
– Streamlined the current process flow and developed specific internal
control documents which increased productivity and efficiency
Larry Oberman 9 Loberman99@gmail.com

10. Campaign Efficiency
• Fraudulent Lead Deletion:
– Research and analyze data and develop “failsafes” for the co-
registration channel which increase insertion rate
• Custom Questions:
– Including pre-qualifier custom question(s) generates a high quality
which in turn puts less strain on a sales team
• Email Tracking
– Utilizing 3rd party tracking technology to ensure proficient targeting,
email deliverability and great results
Larry Oberman 10 Loberman99@gmail.com

11. Clients
Larry Oberman 11 Loberman99@gmail.com

12. Business-to-Consumer (B2C)
Larry Oberman 12 Loberman99@gmail.com

13. Business-to-Business (B2B)
Larry Oberman 13 Loberman99@gmail.com

14. Sister Agencies (Omnicom Media Group)
Larry Oberman 14 Loberman99@gmail.com

15. Notable Work
Larry Oberman 15 Loberman99@gmail.com

16. Email Marketing
• Utilize 3rd party lists •A/B Testing • Reach niche target audience
Larry Oberman 16 Loberman99@gmail.com

17. Lead Generation/Co-Registration
•Implemented filters and procedures •CRM Strategy •Auto-responder emails
Larry Oberman 17 Loberman99@gmail.com

18. Lead Generation/Content Syndication
•Target site specific whitepapers •Put in place Pre-qualifier questions
Larry Oberman 18 Loberman99@gmail.com

19. Display
• Utilize 3rd party ad servers •Target Sites •Easy to read and engaging creative
Larry Oberman 19 Loberman99@gmail.com

20. Education
Larry Oberman 20 Loberman99@gmail.com

21. West Virginia University
• Graduated: May 2003
• Degree: Bachelor of Arts
• Major: Sociology
• Relevant Classes:
– Demography
– Statistics
– Accounting
– Microeconomics
Larry Oberman 21 Loberman99@gmail.com

22. Extra Time Activities
• Volunteer Firefighter
– Term: February 1999 – Present
• New York State Emergency Media Technician
– Term: January 1999 – Present
• Development of Computer Skills
– Flash
– Adobe Photoshop
– Dreamweaver
– HTML Language
Larry Oberman 22 Loberman99@gmail.com

23. Contact
Larry Oberman
Email: Loberman99@gmail.com
LinkedIn: http://www.linkedin.com/pub/larry-oberman/9/b36/55a
Larry Oberman 23 Loberman99@gmail.com