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Work Background
Worlds of SongFounder
Jan. 2024Worldwide Across the globe, an inspiring panoply of artists are breaking mold, charting new terrain in their songwriting traditions. These interesting and imaginative players are ‘best kept secrets’ in their home countries, but unjustly less known to the broader world. World Songwriter Night brings together these evolutionary bards for an evening of mind-bending musicality. They are not folky strummers showcasing their lyric work. These singer songwriters push the boundaries of solo and collaborative performance.
The Guitar Music Company Owner
Dec. 2023The Americas and EuropeThe Guitar Music Company provides promotion, publicity and marketing support for acoustic music projects and products in North America and Europe. ROSTER -International Guitar Night (US, Canada, UK)
-Nacht der Gitarren (Germany/Austria/Holland)
-Worlds of Song -Luca Stricagnoli (Italian solo guitarist)
-Yamandu (Brazilian solo guitarist)
- Guitar Poet (solo singer songwriter)
MemrePartnerships and Sales
Feb. 2022 - May. 2024
CeregoEducation/Corporate Sales
Jul. 2016 - Oct. 2022Portland, Oregon Metropolitan AreaCreated a system to show how Cerego can solve critical training and learning challenges. Starting from zero, produced reliable and predictable growth in sales commitments for education and corporate clients.
McGraw HillField Publisher
Dec. 2004 - Dec. 2009San Francisco Bay AreaDevised and implemented market development campaigns for the multi-million dollar Western region. Supported sales representatives in targeting and acquiring large enrollment adoptions. Provided product and sales training in the field to new and seasoned sales representatives. Identified market trends and developed new product concepts. • Enabled field sales representatives to close in excess of 35,000 units per year through collaborative strategy development.
• Empowered field representatives to close large enrollment sales opportunities through high-level presentations, instructor reviews and class tests. • Recognized with two Marketing Team of the Year Awards for participating in the launches of key educational products.
• Instrumental in signing world leading philosopher John Searle to an Introduction to Philosophy text and Bay Area literary luminary and KQED host Michael Krasny to an English Composition text.
Letters Arts and MusicPrincipal Consultant
Aug. 1995 - May. 2024San Francisco Bay AreaRetained by such leading firms as Cerego, Cengage, McGraw Hill, Houghton Mifflin and St. Martin’s Press to support sell-through of their educational products. Conceptualize new products and advise executives at client companies on product development and marketing strategies. In collaboration with key clients, create copy for e-marketing and other collateral for product launches. Conduct high-level sales presentations with clients. • Through effective sell-through campaigns, helped Cengage close 11,000 sales units or nearly 1 million in revenue in 3 months.
• Enabled Cerego to launch their new general education courseware for higher education, by helping develop the sales and marketing strategy along with supporting collateral.
• Developed a new product called “Writing in the Digital World” for Cengage that was to be integrated into their MindTap platform.
• Enabled Houghton Mifflin to enter into the ESL and learning skills markets by analyzing competing educational products and developing targeted entry strategies. Similarly guided executives at St. Martin’s Press on strategies to enter into the public speaking market.
• Shared market feedback and strategies to McGraw Hill to influence revisions for several learning products.
• Authored supplemental online exercises and activities for McGraw Hill and Dushkin to support their learning products and customer base.
International Guitar NightFounder and CEO
Aug. 1994 - May. 2024WorldwideOversee planning and logistics for a global tour with legs in the UK, Germany, Austria, Italy, Poland, Canada and the USA. Direct a team of eight artists, three agents, two publicists and one assistant. Support successful sell-through to venues of 500-2000 seats with PR, e-marketing and social network marketing. Identify, acquire and manage top talent, including multiple grammy winning artists. Produced and performed on multiple audio releases and co-managed their promotion. • Built IGN into the top act of its kind worldwide (100 shows per year in 8 countries), reaching 20,000 attendees per year, with an estimated $500,000 in ticket sales.
• Advance the IGN brand into new markets, consistently increasing bookings and annual sales.
• Secured sponsorship from D’Addario/Planet Waves, Acoustic Guitar Magazine & Air France to heighten visibility and offset expenses.
• Landed national radio airplay, as well as live interviews and numerous press and magazine articles.
• Authored “Fingerstyle Guitar: Technique and Creativity,” which sold over 5,000 copies.
Appear on 4 solo CDs and 8 IGN live CDS, selling over 20,000 copies.
Letters Arts and MusicPrincipal Consultant
Jan. 1994 - Dec. 2004Sales, market development, content strategy, content creation
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