CV

DENNY FRASER
Mobile Phone: 07795450687
e-mail: denny@crankpin.com

PERSONAL PROFILE

Integration of offline and online business and marketing efforts through targeted Web development
Creation of strategies for site personalization, CRM, and globalization
Versed in legal issues surrounding the Internet, including: privacy policies, intellectual property protection, and contract negotiation
Experienced advocate and implementer of Web 2.0/3.0 strategies, including web-based communities, such as social and video networking sites, wikis, blogs, and folksonomies

Specialties: Online strategy and marketing; brand building, management and protection; information architecture and usability; publishing and content development; mobile; accessibility; oversight of development and creative.

CAREER SUMMARY

Web Strategy and Development/Global Managing Editor, 2006 – 2009
Ernst & Young

Member of global Web governance team to rationalize and maintain quality throughout the EY family of sites, including 80+ member firms in more than 10 languages. Strategized with marketing and business stakeholders throughout the organization for the positioning of thought leadership online. Led the search engine optimization effort to ensure indexing and placement of content both in external and in-site search. Managed domain name global portfolio, including more than a 1000 domains and in excess of $200,000 in yearly renewals; and coordinated follow up on infringements for third party domain squatters. Facilitated legal and privacy guidelines with Global General Counsel.

Accomplishments:

Led the redesign of ey.com, which included more than 30,000 web pages to translate a new visual identity and messaging for the firm
Documented new publishing and design standards for member firms to follow
For the first time for the firm, created an integrated search strategy that optimized content for both internal/external search, such as Google, Yahoo, and MSN
Optimized global default content for a replatform effort that turned ey.com from individual HTML pages to a dynamic publishing environment. (Launched May 2009)

Principal, 2002 – 2006
CRANKPIN | New York

Translated offline brands online, ecommerce, ebusiness, content development, online marketing and search engine optimization. Client list included: Cap Gemini, WPP, Ernst & Young, and emerging and entrepreneurial companies.

Led sales and delivery of both B2C and B2B user experience engagements
Defined information design and site taxonomies
Created page layout and wireframes based on communication objectives and information flow
Guided design and programming teams to develop client deliverables
Established measurement metrics to ensure deliverables met and exceeded client objectives
Planned search engine optimization strategies and PPC marketing initiatives based on targeted audiences and key words

Chief Information Architect/COO, 1998 – 2003
DigitalDay | Cleveland, OH

Internet architect for Web development agency with more than 7 million in annual revenue and 86 full-time employees. Representative clients: General Electric, Smucker’s, Goodyear, The Sherwin-Williams Company, Cap Gemini Ernst & Young, Federal Express, and National City Corporation.

Client serving accomplishments:

Defined strategies and identified market opportunities to ensure client business objectives for ROI
Mentored, trained and led development teams to validate that agency deliverables supported client business and branding goals
Structured agency’s engagement methodology to ensure on-time, on-budget delivery with a process that took clients from concept ideation to post-launch usability and measurement analysis – earning a Best Practices award in 1998 by Arthur Andersen.)

Executive and operational accomplishments;

Planned strategic direction of the agency as part of executive management team
Tracked revenue forecasts and reconciled billing each month against objectives
Recruited, trained and managed account service, creative and technical teams through early stages of company’s growth from 10 to 86 employees
Supervised assignment of resources/staffing levels to maximize billable utilization
Prepared new business proposals and served as creative representative on business development team

Company Honors:

NorthCoast 99 Award, 1998-2001: Honors 99 of the Best Places to Work in Northeast Ohio
Weatherhead 100, 1996-2001: Case Western University Weatherhead 100 Recognizes Fastest Growing Companies in Northeast Ohio
Ernst & Young Entrepreneur of the Year, 2000, Regional Winner

Assistant Director for Firm Web Initiatives, 1996 – 1998
Ernst & Young | Cleveland, OH

Led the development of the Ernst & Young Web site (http://www.ey.com), which integrated the firm’s many businesses into a single online presence. Created the informational design and planned the strategic implementation of the new site to coincide with firm branding and marketing efforts. Consulted directly with the firm’s 40 plus business units (tax, auditing, and consulting) in a creative capacity to structure an Internet presence that supported divisional, as well as firm-wide business and marketing goals. Held primary responsibility for management of 1.2 million-development budget.

Accomplishments:

Managed content and technical developers (including internal and external resources). Depending on workload, this represented as many as 30 and as few as 10 employees each week
Planned online marketing efforts for the site, including promotional tie-ins with offline marketing, user analysis, interactive surveys, search engine registrations, and permission marketing
Reviewed monthly measurement reports for executive management to validate performance objectives
Advised business units within the firm who were developing other Internet and new media initiatives to further promote their products and services
Supervised site updates and ensured that all posted materials supported firm branding and divisional marketing concerns
Reviewed posted materials for legal liability issues, and coordinated with general counsel to draft disclaimers and protect copyright

Honors:

Earned five ranking at roundtables (one of three out of department of 85)
Awarded Best B2B site on the Web by the Wall Street Journal 1996

Online Executive Editor, Review.Net, 1995 – 1996
Warfield Media | Tampa, FL

Managed all aspects of Review.Net, a law, business, and commercial real estate site focusing on the business-to-business market. Transformed site from an online version of a weekly print publication to a site that focused on unique regional content posted daily. This effort resulted in being selected as the “Best Overall Online Newspaper” by Editor & Publisher in 1996.

Accomplishments:

Built and managed a team of journalists in the creation and direction of original reporting online prior to it going to print
Established relationships with freelance writers, commercial entities, and educational institutions for on-line content distribution
Trained team in Web development tools and emerging technologies
Defined and managed site informational architecture (approximately 15,000 pages)
Coordinated and supervised court opinion publishing project making Review.Net the first (and at that time only) on-line publisher of the full-text court opinions for the Florida appellate courts
Wrote a column reporting legal news for the statewide newspaper, the Florida Review, and weekly local publication, the Tampa Bay Review

Interactive Project Manager, 1995 – 1995
Home Shopping Network

Negotiated and administered interactive distribution agreements with vendors establishing contracts to distribute products via the Web.

Accomplishments:

Finalized distribution contracts with approximately 30 major manufacturers, in total representing more than 100,000 product SKUs
Facilitated administration of contracts for storefronts on AOL, ISN, and Prodigy
Served as project manager for Home Shopping’s site on the Internet Shopping Network
Coordinated intellectual property filings, including creative and trademarks

Education
University of Florida