Jon Pombo
Jon Pombo, a Solution Manager in Search and Media, oversees the creation and delivery of integrated online marketing strategies for clients across industry verticals, including Consumer Products & Retail, Financial Services, and B2B. Since joining Rosetta in 2009, Jon has worked with clients to understand their business objectives and how the right mix of online marketing tactics can create a solution to meet their goals. To each project he brings a deep understanding of SEO, PPC, Display, and Social and their interplay and relevancy to a client’s business. Jon also serves as a lead in the Search and Media Innovation Lab, a hub for testing new search marketing strategies and methodologies.
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Gary Scheiner
Gary Scheiner is Rosetta’s Chief Creative Officer and leads the agency’s Creative and Customer Experience solution practice area. Gary brings big agency capabilities to Rosetta, having held executive leadership positions at TBWA\Chiat\Day, FCB and MRM Partners. Gary has worked on big brand campaigns for clients like General Motors, Michelin, MetLife, Motorola, and Schering-Plough. He has deep CRM experience, having spent nearly 18 years crafting relationship marketing campaigns for the likes of Amgen, AT&T, Capital One, IBM, J&J, and Marriott. And he has garnered extensive interactive experience working on such clients as Gerber, HP, Kraft, Qwest and The Ad Council. His deep understanding of consumer healthcare (he ran DTC business units for MRM Partners and TBWA\), financial services, automotive, technology, and travel and leisure, has made him an invaluable partner to his clients and has made him one of the most awarded creative leaders in the industry.
Follow Gary on Twitter http://twitter.com/#!/Gsssmtlj
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Ned Elton
Ned leads the Financial Services vertical for Rosetta. He joined Rosetta in 2001 and has been a key figure in building the Agency’s personalized marketing capabilities. His deep content expertise comes from over twenty years running businesses and managing marketing in consumer package goods and financial services. Ned spent 7 years at Procter & Gamble in various marketing capacities most notably as Global Brand Manager for P&G's Snack Food business responsible for implementing global advertising and marketing strategies and as Brand Manager within P&G’s interactive marketing/sales team where he executed their first online promotion (increasing sales versus BAU by 55%!). He was co-founder of N2W Media, an entrepreneurial venture focused on generating trial and awareness for new products on the Internet. Ned also spent three years working for a New York based Investment Bank specializing in deriving investment return from bankrupt and distressed securities.
Ned has developed multiple Rosetta best practices while leading the Agency’s largest financial services engagements. He brings a passion for marketing analytics and consumer insights along with deep experience in translating those insights into more effective marketing campaigns. He has applied his content expertise to projects in most financial services product categories including deposit products, lending, investments, small business and credit cards.
Ned has an MBA from Northwestern University's Kellogg School of Management and a BA in Economics from Princeton University.
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Chris Kuenne
Mr. Kuenne is the Chairman of Rosetta. He founded the agency in 1998 and has been its president since the company's inception. Earlier in his career, Chris spent 10 years in marketing management at Johnson & Johnson leading the Band Aid and Tylenol Brands franchises, in addition to helping pioneer category management. Subsequently, he was a partner at First Manhattan Consulting Group where he led its retail marketing practice.
Throughout Chris' 25-year marketing career, he has been focused on driving more effective marketing through the discovery and deployment of scalable consumer insights. This obsession motivated him to found Rosetta and pilot its aggressive growth trajectory.
Chris has written numerous articles and given speeches on applying Personality-based sales and marketing to the pharmaceutical, financial services, and consumer packaged goods industries. Chris received his MBA from Harvard University with honors and his BA from Princeton University.
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Jason Tabeling
Jason Tabeling is a Partner at Rosetta responsible for all things paid, owned, and earned media. Jason has a deep understanding of digital marketing, including paid search marketing and online display advertising. He has successfully managed dozens paid search campaigns during his career, and has developed evolving integrated strategies across all connected devices for various clients focusing on each clients core competencies in both the online and offline channels.
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Suzanne Galvez
Suzanne Galvez is an Associate Partner in Rosetta’s Search and Media practice. As a member of the executive leadership team, she oversees capability development and innovation for the practice. Suzanne has 14 years of experience in online marketing and brings a diverse combination of skills that span user experience, usability, conversion optimization, search marketing, and analytics. She’s worked with niche businesses and Fortune 500 in both an in-house and consulting capacity. Her involvement has resulted in increased customer satisfaction, higher traffic and conversion, and sustained revenue growth.
Suzanne has held various leadership roles in online marketing since 1996, starting at Book Stacks Unlimited, Inc., an Amazon predecessor which has been credited with the first internet transaction. In 2004, Suzanne co-founded the Search Marketing and Conversion firm, eMergent Marketing and led its Usability and Conversion practice. Suzanne continued to expand this team after eMergent Marketing was acquired by Brulant in 2006. She then managed operations across both the Search and Analytics practices before transitioning into her current role. Brulant was acquired by Rosetta in 2008.
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Mark Taylor
Mark Taylor is responsible for driving Rosetta’s personalized consumer lifecycle management approach as well as strengthening the agency’s operational model. Mark oversees the team of 500 people responsible for the identification, engagement and activation of our clients’ customers through all engagement channels, as well as marketing measurement and optimization. He also has executive leadership responsibilities for our Consumer Products & Retail and Distribution & Manufacturing industry verticals. Before joining Rosetta, Mark led Digital & Database Marketing Solutions at Wunderman. Before Wunderman, Mark was with Euro RSCG Worldwide. Early in his career, Mark founded and ran a technology and communications company called “Le Mac et La Plume,” in France, where he designed and implemented database and marketing solutions.
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Toni Hess
Toni leads in Rosetta's Creative and Customer Experience solution practice area, bringing a unique breadth of experience and capabilities in multiple disciplines—interactive, direct, brand, CRM and design—gained from years at leading advertising agencies like Publicis, JWT and Foote, Cone & Belding.
A creative leader for today’s marketing landscape, Toni has created both national and international brand campaigns for Diet Coke, Pam, Kleenex, Bermuda Tourism and Lipton. In the direct arena Toni has a stellar track record having done blockbuster campaigns for Qwest Communications, Hewlett-Packard, Merrill Lynch, Gevalia Kaffe. In the interactive space Toni has deep experience working on various clients such as Coach, Crane & Co., Fossil, OfficeMax and Philosophy.
To her credit, she owns Addy’s, Effie’s, Echo’s, Mercury’s and Caple’s. She has also been honored with awards from The One Show, New York Festivals, Communication Arts and the ‘Best of’ Art Direction for AICP.
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Daniel Blackburn
Daniel Blackburn is the Vice President of Mobile at Rosetta and oversees the agency's mobile strategy practice. His leadership helps clients integrate campaigns and strategies across connected devices that deepen consumer awareness and brand interaction. Throughout his career, Daniel has collaborated with consumer brands such as Kraft, RIM, Toyota, MSN Mobile and Intel. Daniel combines a global perspective, strategic leadership, and practical execution in his client relationships. Prior to Rosetta, Daniel worked at the Hyperfactory, where he managed account development and strategy across their portfolio of North American clients. Prior to the Hyperfactory, Daniel spent two years as an independent consultant, evangelizing mobile among consumer brands and leading digital agencies. Daniel began working in the mobile marketing industry during its infancy with mobile trailblazer Enpocket before its acquisition by Nokia, overseeing west coast business development. Daniel is a frequent speaker and guest lecturer at universities across southern California on the subjects of mobile marketing and new media.
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Mike Pocci
Mike joined Rosetta in June 2008, after spending just over three years as a media planner at a traditional ad agency. Mike is known throughout Rosetta as a resource for online media industry insights, research, and planning expertise as well as thorough knowledge of advanced analytics as they apply to display advertising. Mike has led several clients, specifically in the Consumer Products & Retail vertical, to success through integrated online advertising campaigns, including Helzberg Diamonds and Express, for which he has developed and overseen various direct response and brand-building media strategies to achieve the client’s on-site revenue and brand awareness goals.
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Angela Risacher
Angela Risacher is a Senior Quality Assurance Liaison in Rosetta’s Quality Assurance Community of Practice. Joining Rosetta in 2008, and with over four years of online experience, Angela has a thorough understanding of the integral components necessary for a strong and competitive online presence for her clients. Her focus is on maintaining the quality of client deliverables, ranging from mobile and email to ecommerce. She is experienced in creating in-depth testing plans, test cases, testing and mitigating risk. Angela has worked with clients across industry verticals, including Healthcare, Financial Services, Consumer Products & Retail, and B2B. Her work has resulted in the standardization of testing processes, improved online deliverable quality and increased business. Angela has an MBA and MSM from Case Western Reserve University in International Management and Finance and a BA in Spanish Area Studies and English from Kenyon College.
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Matt Labuda
Matt is an SEO Associate in Search & Media with a focus on the Hospitality industry. He joined the Rosetta team as a 2011 graduate from Miami University in Oxford, Ohio. During his undergraduate experience, Matt worked with clients such as Black & Decker, Nielsen, and Procter & Gamble. At Rosetta, Matt has helped shape the search engine strategy for clients including Diebold, Marriott International, and Tastefully Simple.
Matt’s passions include playing the drums, playing golf, and making what he believes is the world’s best macaroni and cheese. Most importantly, he is passionate about helping others achieve their goals and enjoys putting this into action every day at Rosetta.
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Maggie Barr
Maggie is a senior associate on the content team. She works with clients to produce search engine friendly content including on-page optimization, press releases and off-site articles. Her clients at Rosetta include TRIA Beauty, Crane, CIBC and Marriott. She brings five years of writing and SEO experience working in advertising and online marketing. In the past, she has worked extensively on SEO campaigns, paid search, email marketing, social media and other online activities. A graduate of Syracuse University, Maggie double majored in history and journalism. In her free time, Maggie enjoys running, reading and cooking.
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Matt Saunders
Matt is a Manager in Rosetta’s Search & Media SPA with more than four years of experience in developing and implementing successful SEO campaigns for mid-size to Fortune 100 companies. Matt’s background includes extensive SEO strategic execution and he is a frequent contributor to Rosetta’s SEO Thought Leadership. His experience extends across a variety of industries and solutions including financial services, consumer products & retail, eCommerce, B2B and healthcare.
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Martin O'Brien
Martin O’Brien is a Partner in Rosetta's Healthcare practice and has over 18 years of strategic leadership experience with a healthcare specialty. He has developed award-winning strategies for many top pharmaceutical and healthcare clients that drive measurable results through integrated marketing programs that acquire, convert, build and retain loyalty.
Martin was most recently leading the eight agency consolidation of Home Depot’s CRM and digital strategy that delivered a seamless customer experience across a wide variety of channels including CRM, club, site, social and mobile media.
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Dave Marston
Dave is an SEO Manager in Rosetta’s Search and Media practice. He brings over 9 years of online marketing experience with a focus on search engine optimization. Dave has worked across a variety of verticals, but currently specializes in SEO for the pharmaceutical space.
Dave partners with clients to improve their website’s organic search engine visibility, traffic and conversions. This typically involves a combination of on-site optimization, off-site promotion and technical implementations. Dave manages teams that help provide strategic recommendations and deliverables that ensure the right mix of tactics are utilized to meet and exceed the goals of SEO campaigns.
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Garrett Colburn
As a member of Rosetta's Marketing team, Garrett helps define brand positioning and create lead generation programs for the agency's Consumer Technology vertical, as well as their solutions for smartphones and other connected devices. In addition, Garrett manages the agency-wide relationship with Forrester Research. With 4.5 years working with consumer electronics brands, Garrett has a solid understanding of their business challenges and works closely with Rosetta business unit leads to identify ways our organization can help clients bring differentiated product to market successfully.
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Annie Stocking
Annie is a Senior SEO Associate in Rosetta’s Search & Media Practice. She has over five years of digital marketing experience with a focus in search engine optimization. Annie has worked across a variety of industries, but currently specializes in financial services and retail. During her career she has managed successful SEO programs by working collaboratively with her teams. She has shown measurable impact from her tailored strategy and recommendations for each of her clients. Annie demonstrates creativity and outside the box thinking by looking for new, innovative tactics to implement and shares her learnings across the team. Prior to joining Rosetta in 2008, Annie worked for Fathom Online Marketing for two years on their SEO team. There she managed search engine optimization and online public relations programs.
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Liz Smith
Liz Smith is Senior Associate in Rosetta’s Analytics and Optimization Practice. Her analytics experience spans across an array of industries, but is primarily focused in the financial services space. By entrenching herself in marketing tactic strategy, technical implementation and progressive analytics approaches, Liz delivers top quality insights that increase competitive performance across the clients that she serves. She also proactively seeks to increase the value of data through cutting edge attribution analysis that drives mixed-media insights.
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Arnold Huffman
Arnold is a Partner in Rosetta’s Business Development group. He leads 2 major initiatives for Rosetta: Lead for new B2B and CPR BD and sales and Owner of the Partner/Alliances Strategy & Program. He joined Rosetta in 2010, coming over from the leading technology provider, Software AG, after 8 years. He has nearly 20 years of Information Technology and Consulting experience focused on enterprise value creation. He has delivered successful projects to clients across a variety of industries including Technology, Distribution, Manufacturing, Consumer Goods, Public Sector, Insurance, and Healthcare. He developed his client-first approach while working at Accenture for nearly 10 years on global giants such as DuPont and Dow Chemical. Arnold developed a deep knowledge of how to apply technology for business ROI during his tenure at Software AG. While there, he built a global alliances organization that numbered nearly 30 people, 250 partners around the world, generating $140m in license revenue over 3 years.
Since joining Rosetta, he has delivered transformational marketing programs for Fortune 500, B2B companies such as CA Technologies, ITT Corporation, and Unisource Worldwide.
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Doug Klein
Doug is an Associate Partner and a seventeen year marketing veteran. From corporate marketing departments to traditional ad and interactive agencies, Doug has advised both brand and online marketers on how to create and manage results-driven integrated marketing campaigns and websites. He is a frequent speaker and leader of marketing strategies, including search engine marketing and optimization, online advertising and serving technologies, customer lifecycle messaging, buzz and viral campaigns, social media marketing, and enterprise analytics.
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Jason Crawford
Jason is a Director of Digital Media and brings over 11 years of media expertise to Rosetta. His experience includes offline and digital media for Fortune 100 companies such as Johnson & Johnson, Pfizer, Sanofi-Aventis, IBM, General Motors, and American Express.
At Rosetta, Jason leads the display advertising team across the Hamilton and Cleveland offices. In his role, Jason has been a strategic leader helping to develop the practice and leading key initiatives.
Whether the campaign objective is direct response or brand awareness, he delivers unique media strategies and implements tactics that reach the right consumer, at the right time, with the right message. He’s a proven performer that has delivered valuable impact across the Rosetta client portfolio.
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Mike Brunst
Mike is an Associate Partner of Partnerships and Alliances at Rosetta. He is a technically strong global professional with proven experiences in Alliances & Relationship Management. He has over 15 years of experience in software, IT, intellectual property (IP), partnerships, alliances, 3rd party vendors, business development, operations, and marketing.
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Paul Elliott
Paul Elliott is a Partner in Rosetta's Retail industry vertical and is the agency’s thought leader in interactive marketing and online retailing strategy. Paul has more than twelve years of experience in helping some of the industry’s top brands achieve significant results and return on investment from their digital marketing initiatives.
Prior to joining Rosetta, Mr. Elliott founded eMergent Marketing in 2004, which quickly became one of the fastest growing search engine marketing firms in the Midwest. In 2006, eMergent Marketing was formally acquired by Brulant, where the search team continued to experience exponential growth under Paul’s leadership. In 2008, Brulant was acquired by Rosetta.
Before launching eMergent Marketing, Paul served as the Director of Internet Marketing for the multichannel retailer, Things Remembered, where he architected and managed all digital marketing activities. Prior to that, Paul was the VP of Sales for IdeaStar, a Cleveland, Ohio-based Web design firm, and he started his career as a business process consultant with IBM Global Services.
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Jayna Grassel
Jayna is a Search Associate in Rosetta’s Search & Media Practice. Throughout her career, she has worked across a variety of industries, but currently specializes in B2B, retail, and financial services. During her time at Rosetta, Jayna has developed SEO efficiencies and has assisted with online reputation management, on-site, and off-site SEO strategies. In addition to leveraging organic search tactics, Jayna has experience working with paid search. She frequently uses her insight into both components of search marketing to provide clients with a holistic approach to online marketing. Never satisfied with the status quo, Jayna continually seeks ways improve the online visibility and revenues of her clients.
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James Koenig
James is a Manager on Rosetta's Analytics and Optimization team. He creates data-driven solutions that help companies to better understand their online consumer. With deep experience in the retail industry, James has designed several customer acquisition models using multiple data sources to optimize overall program effectiveness. He brings over five years of interactive marketing experience to each client, and follows a focused goal of driving the bottom line.
During his career, James has developed a new customer model which identifies the key acquisition channels, and the efficiency at which they run. Has been primarily used to steer client’s online strategy and marketing growth plan for years.
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Roger Wong
Roger Wong is a Group Creative Director in Rosetta’s Creative and Customer Experience practice. Prior to Rosetta he worked for digital agencies like Razorfish and Organic. In his career, he has developed award-winning campaigns and digital experiences for leading brands including Apple, Cisco, Sprint, Activision, Levi’s, Nike, eBay, Microsoft, Mitsubishi Motors, Pixar Animation Studios and Sega. He is also the co-creator of an influential iPad app for designers called DesignScene and helps organize a series of design conferences called RE:DESIGN.
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Jon Delman
Jon Delman is an Associate Design Director at Rosetta as well as overseeing the Icon Design Group. He has over 16 years of experience working with brands such as Panasonic, Switzerland Board of Tourism, REALTOR.com, HP, Vizio, Cisco, Apple and RIM. Jon believes that computing should be enjoyable and designers should strive to make their work accessible to the widest audience. His passion for icons and icon design stems from the challenge of creating visual designs within such a focused, defined space that has no room for error. To balance out his hyper-focused workdays, you’ll find Jon sketching, distance running or soaking up his surroundings of California’s Central Coast. Living where most people vacation is something he cherishes and hopes to never take for granted.
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Mary Malbasa
Mary is a Manager in Rosetta’s Paid, Owned and Earned Media SPA with more than five years of digital marketing expertise creating content strategies to improve clients’ search engine rankings, expand brand awareness and improve relevance, all to increase traffic to clients’ websites. Her experience spans a variety of industries, including financial services, consumer products & retail, eCommerce, B2B and hospitality. When she’s not working magic on her clients’ content, Mary enjoys practicing yoga, camping, cooking, exploring with her one-year-old daughter and traveling to destinations near and far.
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Patrick McDaniel
As a Partner in Rosetta’s Consulting Practice, Patrick works with clients to develop high-impact marketing strategies based on deep understanding of the customer. In the over five years that Patrick has been part of the Rosetta team, he has focused primarily on serving pharmaceutical and medical device clients; however, Patrick’s passion for helping clients solve critical marketing challenges has led him to partner with clients in consumer packaged goods, consumer technology and financial services.
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Chris Guthrie
Chris Guthrie is an Associate Partner | Principal Solution Architect at Rosetta.
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Nader Ali-Hassan
Nader is a Director, Social Marketing Strategist at Rosetta and has more than six years of experience in managing interactive accounts and assembling interactive programs. His areas of focus have been in social media, online strategy, online reputation management, search engine marketing, online partnerships, and blogger outreach. During his career, his passion for marrying creative thinking with data and insight-driven marketing has built communities and generated revenue for his clients.
At Rosetta, Nader provides social media strategies, execution, and management for a number of clients in the healthcare, financial services, and consumer electronics industries.
Prior to joining Rosetta, Nader served as an Associate Director, Social Media at Razorfish where he helped build a team of over 40 dedicated social media practitioners and developed social media strategies for such clients as Delta Air Lines, Mercedes- Benz USA, Dell Computers, State Farm and various Kraft Brands.
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Nigel Adams
Nigel is Rosetta's Chief Talent & Administrative Officer
and has over 20 years of experience building positive service cultures and processes to nurture leaders and teams. He creates ‘leadership brands,' which are a set of guiding principles laying out how agencies attract, recruit, engage, develop, coach, and empower team members. He contributes to Rosetta’s continuing dynamic growth and the achievement of the goal to become the most valued interactive agency in the world.
Previously at US Airways, Nigel has reorganized planning and operating units to generate 25 percent return on assets and directed a $1.2 billion budget for capital resources and manpower planning for 10,000 staff members in various roles.
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Tom Adamski
A thirteen year veteran of the agency, Tom Adamski served as the President | CEO of LEVEL, a Rosetta company, from 2002 – 2012 before being named Rosetta’s CEO in April 2013. He is a trained designer, entrepreneur and digital innovator who built LEVEL into one of the most successful digital marketing agencies in the U.S. and continues that mission with Rosetta.
Tom drives Rosetta’s fast growing Commerce business and oversees Marketing and Business Development; Technology and Creative & Customer Experience, including the integration and operational implementation across all verticals; and the Technology & Telecommunications and Emerging verticals. His unique perspective regarding the interplay of branded content, technology platforms and connected devices is a key differentiator for Rosetta in how the agency creates the total user experience between brands and consumers across touch points and over time.
Tom currently serves on multiple Advisory Boards for organizations in the consulting, advertising, education and retail segments. Before Rosetta, he spent nearly four years in marketing and product development at Xing Technology Corporation, which was acquired by RealNetworks in 1999. Tom has been passionate about creativity and brand since his days at UC Davis where he received his B.S. in Environmental Design. He successfully balances his career with regular doses of faith, family, surfing and strumming a vintage guitar or two.
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Najwa Smith
Najwa Smith is the Director of Content Strategy for Rosetta, driving the strategic vision for content within the creative teams. She is passionate about all things creative and the process by which we make each user experience engaging, memorable, measurable and repeatable.
Najwa has spent the past 14 years developing and driving user-centric content initiatives from content strategy for the web, training and organizational development to the marketing and sale of education and training services. Najwa’s foundation in content design began by working for mastodons in the ERP space, then Silicon Valley start-ups and eCommerce and technology companies before diving into the Agency world to partner with traditional creative and user experience teams. Regardless of where she has been, Najwa’s focus has always been on the design of content that engages and educates.
When not at work, Najwa spends time on an endless list of DIY projects and, when she can get away, it’s to a new country, preferably with sun and sand, to explore new lands, cultures, food and undersea adventures.
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Grant McDougall
Grant McDougall is a Managing Partner at Rosetta and leads the Technology and Telecommunications vertical. The practice holds a market leader position in technology marketing working with leading brands such as Autodesk, T-Mobile, RIM, Lenovo and Microsoft. Grant brings overs 16 years of global technology marketing experience working with Fortune 500 brands such as Hewlett Packard, Cisco, T-Mobile and AT&T. Prior to Rosetta, Grant held executive leadership roles at the digital industries pioneering agencies Modem Media and Digitas.
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Scott Young
Scott Young has more than 20 years of experience as a leader in commerce and consulting and has been with Rosetta for over 10 years. During his career, he has worked with clients like Newell Rubbermaid, Luxottica Group, Coach, Scholastic and Eaton Corporation on delivering unique business strategy and eCommerce platform solutions. Scott’s core responsibility as a Managing Partner at Rosetta is supporting the agency’s global IBM Smarter Commerce team and providing the leadership that drives innovation around the commerce solution as well as facilitates growth of the partnership.
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Janice Reinold
Janice Reinold is a Mobile Strategist within Rosetta's Connected Devices practice, specializing in the development of mobile project plans for B2B and B2C clients. She has experience in developing and managing mobile strategies in various industries, including financial services and retail, as well as conducting market research, business analytics and competitive assessments. Janice has a deep understanding of the evolving mobile landscape from digital market trends and emerging technologies in order to best craft strategic recommendations focused on client objectives. In addition to her strong social media background, Janice also contributes to Rosetta's internal Knowledge Transfer initiative and manages the content and distribution of the weekly Mobile Snacks newsletter.
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Eli Grant
Eli is an Associate Partner at Rosetta working with clients in our Retail and Consumer Product industries. He has a broad background having worked across all of Rosetta’s service offerings including Strategy and Insight, Technology, Customer Experience and Paid, Earned and Owned Media. Eli brings his clients nearly 8 years of creative problem solving and integrating cross-discipline teams and experts to drive high business impact. He works with major brands across different industries creating transformational business strategies and delivering measurable results.
Eli moved from the Rosetta Cleveland office to Chicago in 2009 and is the strategic and operational lead for Rosetta’s Chicago office. In Chicago, Eli loves partaking in the best restaurant scene in the country, cooking and catching Cubs games. In the rare free moments he tries play 18 holes of golf assuming it’s not oppressively cold outside.
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Dan O'Neil
Dan O'Neil is a Partner in Rosetta's Financial Services group. Dan has more than 20 years experience in consumer insight marketing domestically and internationally. He has helped dozens of Financial Services and Retail clients develop their multi-channel marketing capabilities and programs.
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Mark Eckman
Mark has over twenty years of eCommerce, process design, supply chain, information technology, interactive marketing and consulting experience across a variety of industries. As Managing Partner of the Distribution and Manufacturing vertical, Mark oversees Rosetta’s go-to-market, sales, and delivery activities for clients within these industries.
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Stephen Pitts
Stephen Pitts is a Director at Rosetta focused on owned media. Stephen’s 10+ years of online marketing experience has allowed him to develop a valuable understanding of search engines, local search, link development and content creation for maximum client exposure with integration in paid and earned media marketing. He has successfully managed dozens of organic search programs across all verticals while with Rosetta.
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Michael Troxler
Michael Troxler is Director, Mobile Strategy with 14+ years of experience ideating, implementing and managing mobile campaigns and services on behalf of brands, media companies and carriers internationally. During his career, Michael has been involved with the development, launch and management of over 800 mobile campaigns and services across 18 global territories.
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Ellen Curtis
Ellen Curtis is Director, Social Media Strategist and works out of Rosetta’s San Luis Obispo office. When she is not blogging, tweeting and Facebooking about amazing events like SXSW, she is strategizing for our clients to leverage their social presence for amazing results.
Follow Ellen on Twitter @switchinghats.
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Lisa Williams
Lisa’s experience includes 14 years with her own small online marketing agency, which offered a suite of online marketing strategies for mid-size ecommerce clients. She began her career as on online marketer in 1996 as a content developer for Surplus Direct (later acquired by Egghead Software).
She speaks at regional, national and international conferences including Search Marketing Expo (SMX), Search Engine Strategies (SES), SearchFest, Online Marketing Summit, InnoTech and Internet Strategy Forum.
Lisa is on the SEMpdx (Search Engine Marketing Professionals of Portland Oregon) Board of Directors and serves on the Research Committee of SEMPO.
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Matt Wilkinson
Matt oversees Paid Media campaigns for clients across a variety of verticals, including Retail, B2B and Financial Services. He and his team work closely with clients to develop and implement digital marketing strategies that exceed their overall online marketing needs. His focus on implementing efficient and effective solutions has helped Rosetta’s clients see continued improvement on an ongoing basis.
Additionally, Matt strives to present his clients with innovative insights into the performance of their marketing tactics and has been instrumental in rolling out actionable processes and deliverables across Rosetta.
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Liz Cancian
Liz Cancian is an analytics manager at Rosetta, working specifically with financial services and retail clients. Since joining Rosetta in 2010, she has broadened her knowledge of strategic measurement learning plans, Paid, Earned and Owned Media, and Technology (specific to analytic tool implementation). Past client work has allowed her to learn the value of marketing attribution across online and offline channels, and has helped her identify what data is worth measuring based on overall client objectives. Liz has a Master’s degree in Integrated Marketing Communication from Northwestern University, and moved from the Rosetta Cleveland office to New York City mid-2012. In New York, she loves to explore restaurants (particularly Cleveland sports-backers bars), cook at home and run through Central Park.
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Melissa Pardo
Melissa Pardo is a Social Media Strategist at Rosetta, responsible for Always On, Loyalty & Retention Campaign, and Digital Support, providing social strategy and tactical guidance. She is an LA transplant, joining the Rosetta West team after navigating the social underground of the sneaker industry for Foot Locker, Inc. as well as developing the social brand voice for Guthy-Renker beauty brands such as Proactiv. When she is not networking, geeking-out over the newest social media platform or crafting innovative strategies for social integration, you can find Melissa training dragons, chasing zombies or hunting down a decent slice of pizza west of NYC.
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Kavita Ramoutar
Kavita is a Technology Director with 13 years of experience in software development, focusing on (internal and external) web development. Her area of technical expertise in her 5 years at Rosetta is in Web Content Management System (WCMS) design and development, specializing in WCMS integration to non-WCMS driven websites. She is WCMS agnostic, focusing on the core WCMS principals and best practices.
In addition to being a WCM SME, Kavita is also a delivery team lead within the Rosetta Technology SPA. She manages a 40-person delivery team comprised of developers, contractors, interns, website architects, business analysts and solution managers, across 10 clients.
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Kelly Cooper
Kelly Cooper is a Social Marketing Associate at Rosetta, putting her finger on the pulse of all things social. A new addition to the team, Kelly writes copy and provides insight into social trends. Situated in the San Luis Obispo office, Kelly joined the Rosetta West team after working in public relations at Shift Independent, an artist development company in Berkeley, CA. Before Shift, Kelly wrote for several publications, first for the Mustang Daily at Cal Poly, then Dwell in San Francisco, and finally Digital Frankenstein, an online magazine she cofounded. A Cal Poly alumna, Kelly studied Graphic Communication specializing in web design, and still enjoys a little HTML from time to time. When not being an Internet troll, she can be found socializing (in person), arranging a perfect Spotify playlist or sipping a quality cup of coffee. Follow her on Twitter @kellyccooper.
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Jamie Payne
Jamie Payne is an Associate Partner at Rosetta focused on tailoring our key areas of focus, Personalized Lifecycle Management and Commerce+, into solutions that address the critical needs of our Distribution, Manufacturing and Utilities clients. Over the past 9 years with Rosetta he has guided dozens of clients through our Identify, Engage, Activate process to solve their marketing challenges. Whether that be understanding the behaviors of their core customers or launching a new commerce site, Jamie has proven to be a leader our clients can depend on.
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Esha Shah
Esha Shah is part of the connected devices team headed by Daniel Blackburn. Her main focus is to work closely with account leads to help drive mobile conversations across Rosetta's industry verticals. She also spends her time educating teams on connected device trends & innovation through lunch & learns, webinars & POVs. She is very passionate about the role mobile and emerging technologies play within a brand's overall business strategy (from a consumer and B2B perspective.) Previously, Esha was with Phonevalley (Publicis Groupe's mobile marketing arm) where she directed strategy and worked with clients like LG, Bank of America and Diageo to launch innovative marketing leading mobile executions. Esha is also a frequent guest lecturer at universities like the University of California Irvine on the subject of mobile marketing and the effects of new technologies on businesses today.
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Brittany Gatto
Brittany is known throughout Rosetta as a “go-getter.” Her primary focus is paid search marketing for financial and retail clients, where she has worked with clients to manage their digital marketing campaigns on mobile, tablet and desktop devices.
Among her efforts as part of the paid search team, she streamlined the weekly copywriting promotional process. This tactical improvement has translated into client growth both in-store and online. In all her work, she maintains a focus on the three pillars of being interactive, relevant, and results-driven to make her client engagements successful.
She is a summa cum laude graduate of Notre Dame College with dual majors in Management and Marketing.
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Mike Norris
Mike helps lead Rosetta's Bay Area offices in San Jose and San Francisco. As an expert in business strategy, media, multi-channel marketing, CRM and operations improvement, Mike has helped a broad range of clients in biotech, software and hardware sectors change business models, deploy new products and establish deeper relationships with their customers. Prior to Rosetta, Mike has held leadership positions at Covalence Solutions, Universal McCann and Digitas, where he managed relationships with Microsoft, Verizon, Texas Instruments, Williams-Sonoma and many other global brands.
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Great article, Chris. Well said…
I’ll supplement what you’ve stated by saying there can be different degrees of “resistance” from a pharmaceutical company’s legal review team based on whether the drug treats a “life-threatening” disease. For instance, I’ve found the legal reviewers for a facial wrinkle treatment website to be more lenient with SEO recommendations than those for a type 2 diabetes medication website.
You are so right about having to be ready to compromise or find middle-ground with the legal review teams for pharma sites. If I anticipate strong resistance, I will show up to the legal review “armed” with some alternative keyword phrases. They’re usually keywords that pack less of a punch from an SEO standpoint (e.g. less search volume). But terms that I feel will be more palatable to the legal folks.
An example for the diabetes medication above would be trying to leverage the term “lowering blood sugar”. The pharmaceutical company’s legal review team wasn’t comfortable with the possibility of “lowering blood sugar” sounding like a claim in organic search results – without the support of the FDA approved indication and fair balance. So if memory serves me, we were able to compromise somewhat with “managing blood sugar” instead.
It’s always a balancing act of sorts with pharma sites because the challenges can be substantial. But it can also be rewarding those times when we’re able to drive solid results for a pharma site after enduring several stiff-arms along the way.
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WOW just what I was searching for. Came here by searching for seo