CV

Rodney Staton Piercey
Progressive Marketing | Brand Strategy | Project Management

ACCOMPLISHMENTS
RESUME
(Credentials-in-PDF)

My experience developing interactive media and my work in the non-profit sector have given me many opportunities to craft identity and product strategies for a spectrum of clientele. My extensive participation in all aspects of the creative process has taught me how to manage projects efficiently, from inception to delivery.

- Planned and developed social media programs for Rodale Publishing. Built and managed Women’s Health brand via social media platforms by leveraging current audience and by targeting new demographics. Used web-based health and exercise programs (Your Best Body Ever) to boost uniques on womenshealthmag.com. Initial campaign success to be measured in online program enrollment and uniques.

- Managed an Atlanta-based progressive marketing campaign for Teleprompt Records (Nashville, TN). Organized and trained small street teams to execute social and viral programming throughout the city. Designed promotional media and directed guerrilla marketing techniques; in-turn increasing brand awareness, upgrading venue caliber and boosting ticket sales by 125% in 30 days.

- Managed e-commerce development for a national healthcare distributor (IMCO International); coalescing vendor, distributor and customer interaction for more than 5,000 active subscribers. Directed concept development and client engagement initiatives during 12 month build-out. Lead software beta testing, user experience validation, and quality assurance during the pre-launch phase and software dry-runs.

- Transitioned a small New York arts group (Visual Buffet Public Arts) into an international performance co-op by building strong partnerships, emphasizing collaborative goals, and identifying managers, designers, and the community as influential stakeholders with collective ownership. Managed branding, marketing and logistics while sitting on the board of directors from 2003 – present. Programming from 2004-2008 included over 30 installations, exhibitions and performances in over 6 countries.

- Provided international commercial developers (RLR Investments and JUSA International) effective marketing heuristics by combining detailed analytics and real-time demographic research to build a targeted, data-driven, brand-in-market profile. This unique profile was used to craft international promotional campaigns, establishing brand awareness and sustained interest during a significant market downturn. Based on the success of these campaigns RLR investments reallocated over 75% of it’s 2008 marketing budget to projects planned and executed by Coalesce Creative.

- Decreased interactive agency (Coalesce Creative) project development time by 25% and development costs by 15% through the integration of customized Agile workflow frameworks for interactive projects. This approach to project management focuses on small working components with short development cycles and has been extremely successful in reducing development time, scope-creep, and resource mis-management while producing effective and useable products.

- Achieved Designer’s Accord green milestones (for Coalesce Creative) by employing operational and task analyses to reduce hours in office while increasing productivity, replacing dated technology with virtual collaboration tools, and reducing development error by focusing on client-side research and relationships. An estimated carbon reduction of15% was achieved company wide.

- Managed the development of a web-based aircraft trading platform (aerotrader.com), accompanied by a targeted international marketing program driving site views of 15,000/month in 6 months and an active membership of over 1000 traders. Built a sustained market interest by encouraging user-generated content and by leveraging social medi as a platform for for brand promotion and product feedback.

Accomplished producer / strategist with four years agency exposure and more then six years of creative management experience. Documented consistent success in crafting and managing innovative brands, grass-roots marketing campaigns and large-scale interactive development. Skilled in the organization of collaborative projects by improving transparency, communication and best practices. Spearheaded the use of progressive brand-experience methodologies to assess and emphasize the value of user-centered design and product feedback loops. Successfully implemented Agile workflow frameworks to ensure an efficient, results-based production experience. Currently consults for clientele on brand strategy and manages remote collaboration of an international non-profit organization. Able and avid traveler with extensive international experience.

RECENT EXPERIENCE

2009 (Jan-Sept) | Branding Consultant | AeroController | New York,NY

Managed the short-term hyper-intensive development of an international aircraft trading platform connecting sellers, brokers, buyers and advertisers world-wide. Developed brand specific guidelines to define functional and user experience requirements for initial product launch. Crafted cross-media marketing strategy using optimization, print, viral, and word-ofmouth approaches to extend brand recognition and proliferation. Exploited minimal budget and limited product history to drive aerocontroller.com to the third most-used aircraft trading platform globally in less then one year.

2007-2009 | Production Director | Coalesce Creative | Orlando, FL
2005-2007 | Brand Experience Strategist | Coalesce Creative | Orlando, FL

Directed brand experience strategy, extending to interactive projects for a boutique marketing & strategy agency based in Central Florida. Managed 3-10 member local and remote creative production teams and administered retainer-based engagement programs for clients nationwide. Conceptualized interactive strategy accompanied by identity development, online optimization and social augmentation ensuring competitive and durable products. Streamlined project development by the integration of Agile workflow frameworks, increasing efficiency and decreasing development cycles. Maintained infrastructure and managed extended budget lines. Provided creative concept and development strategy based on internally defined user-focused design logic. Participated in multi-point development of over 35 interactive projects for dozens of national clients.

2003-2006 | International Projects Manager | Visual Buffet Public Arts | New York, NY

Managed a non-profit art collaborative providing branding, project management and growth planning with constrained budget and limited resources. Planned and developed guidelines and timelines for shows, presentations, and events. Developed flexible fundraising strategies based on collective ownership and community involvement throughout exhibition development. Participated with artists on conceptual development and actual fabrication of show pieces and presentations. Acted as public representative and speaker representing VBPA on regional, national and international stages. Successfully produced and participated in more then 16 exhibitions in four years throughout the United States, Canada, Ireland, Denmark and Japan. Currently serves on the board of directors for VBPA.

2001-2003 | User Experience Specialist | Sparrow Corporation | Daytona Beach, FL

Assisted with brand overhaul for international software developer. Created identity profile based on core product value and user demand. Crowd-sourced valuable client feedback by establishing form-based support program with sales, support and administration contribution. Crafted super-targeted marketing by establishing individual profiles around sampled users. Emphasized viral/natural product proliferation by coalescing international users at on-site development conferences and weekly online production events.

EDUCATION

Bachelor of Science: Human Factors Systems Psychology | Embry-Riddle University | Daytona Beach, FL

Cisco CCNA (coursework) | CompTIA Net+ (coursework) | Daytona State College | Daytona Beach, FL

HARD SKILLS

Agile Implementation | Pilot Prototyping | User Scenarios | User Profiling | Usability Testing | Brand Simulation | Wireframing | Mac / PC Hardware | Apple / MS OS | Adobe CS | MS Office / Project | Visio | OmniGraffle | Sketch Up

RECENT PUBLICATIONS

2009 15th International Interdisciplinary Scientific Conference on Consciousness, Book of Abstracts

2008 Women’s Health Magazine, November 2008 Issue 42 (as Coalesce Creative)

2000 7th International Conference on Nucleus-Nucleus Collisions, Book of Abstracts

RECENT EXHIBITIONS

2009 “Erratic Anthropologies” | Art In General | New York, NY

2009 “The Market Crash Tour” | Flux Factory | Astoria, NY

2009 “Master Cleanse” | Kate Werble Gallery | New York, NY

2008 “Better Beasts” | Broadway Gallery | New York, NY

2008 “The Main Event” | Schroeder Romero Gallery | New York, NY

2008 “Endless Summer Fest” | City Island | Daytona Beach, FL

2007 “Fortnight” | The Tower | Cushendall, Ireland

2007 “A.S.C.S.B.I.C” | Ponce Inlet, FL

2007 “The Florida Chronicles” | Center of Contemporary Art | Kitakyushu, Japan