Resume

EDWARD (EDDIE) RANCHIGODA
415.317.5018 • eddieranch@gmail.com • Twitter: @eddieranch

HIGHLIGHTS

Brand Building & Strategy: Specialist in identifying and unlocking unique brand attributes and leveraging them to maximize long-term value. Key roles in brand strategy for Microsoft, Xbox, Visa, Cranium and Zynga. 

Advertising/Social Media:  Expert at mapping marketing challenges to unique, creative ad campaigns and social media tactics that drive results. Experience with integrated ad campaigns across SEM, Facebook, Twitter, Pandora, national print publications, television and radio.

New Product Launches: Have launched over 100 products in Education, Entertainment, and Mobile segments.

Mobile Product Management: Recently managed and launched several hit mobile apps for iOS and innovative iPad hardware accessory. Expertise in launch key success factors — naming, positioning, monetization strategy, modeling.

Financial Products: Worked at Visa’s Global Innovation Group to research, develop and launch programs and products to extend brand beyond payments. Worked with key e-commerce partners such as Amazon & Nordstrom.

PROFESSIONAL EXPERIENCE

Mar 2012 – present
Senior Marketing Consultant Mar 2012 – present

Manage a variety of marketing and business development challenges, focused in the mobile/kids segment.  Clients include (or have included):

  • Speakaboos — New York, NY
    Led team managing App Store search optimization, paid marketing, PR, E-mail outreach, and social media. Optimized acquisition funnel against expected customer LTV. Built detailed user acquisition model and subscription growth plan to support VC funding round.
  • Callaway Digital Arts (Now Originator) — San Francisco, CA
    Launched three apps for license partners Sesame Street and Hit(Thomas the Train), all of which reached #1 in their category.
  • Tangible Play (Osmo) — Palo Alto, CA
    Developing comprehensive pre-order and launch plan for innovative kids iPad accessory.
  • Mumm Napa — Napa, CA
    Developing user segmentation, brand strategy and digital marketing plan for  sparkling wine brand.

2010 – Present
Zynga, San Francisco, CA:   Director of Marketing
Manage marketing teams for existing, top franchises and new product launches. Responsible for driving over 30% of company’s annual revenue and developing/allocating/managing marketing budget of $20M.  Extremely fast-paced, demanding work environment, requiring daily review of key metrics, weekly triage and optimization efforts, and quick-responses to code-red situations. Oversee internal cross-promotion, advertising, e-mail, PR, and partnerships.

  • Grew revenues of top-tier franchises by 25% through increased focus on key payer segments and integration of advertising programs with in-game features
  • Advocated for and drove several entertainment partnerships including GagaVille and FarmVille holiday film which drove worldwide public relations, 5M YouTube views, and over 2M first-time Zynga users
  • Planned and launched Zynga’s first retail licensing program generating incremental revenue & player love

2008 – 2010
Independent Consultant, San Francisco, CA & Seattle, WA
Provided marketing and brand strategy consultation services to large and small clients. Specialty areas included long-term product planning, new user/segment acquisition strategies, product launches, licensing and research.

  • VISA – Foster City, California
    Managed development and launch activity for Rightcliq, Visa’s comprehensive online shopping portal (rightcliq.visa.com). Corrected final development/design issues and launched project on time and on budget.
  • Microsoft – Redmond, Washington
    Planned and implemented multi-media and sweepstakes promotion with Warner Music and MySpace that resulted in engagement of 100,000+ music enthusiasts in new product trial.
  • Wikia – San Francisco, California
    Developed comprehensive, competitive analysis and new-user acquisition plan targeting growth in under-performing segments (teens and young women). Implemented plan exceeded new-user goal by 30%.
  • The Wonder Forge – Seattle, Washington
    Developed 3-year product plans for start-up kids toy and game company. Evaluated new business/license opportunities and negotiated new license deals. Licensed products included Dr. Seuss and Richard Scarry.
  • PopCap Games – Seattle, Washington
    Planned and executed launch plan for Plants vs Zombies including naming, positioning, and marketing strategy; Game became top #1 downloaded game upon launch.

Cranium, Seattle, WA
2006 – 2007: Director of International Marketing
2002 – 2005: Director of Kids Products
Ran kids business for start-up that grew to be fourth largest games company in the US prior to its acquisition by Hasbro. During tenure, grew kids business from one product to twenty, representing 60% of company revenue. Responsible for $30M P&L and all aspects of business development, product planning, marketing, and research.

  • Launched #1-selling new kids product three consecutive years
  • Pioneered strategic partnerships with major consumer brands (Nickelodeon, Burger King, Delta Airlines, Hyatt, Starbucks), driving significant sales increases with minimal budget impact
  • Grew international sales by 60% over two years through key distribution and product revisions
  • Managed 10-person international business team based in Seattle, London, and Germany
  • Worked with agencies in eight countries to script, film, and develop localized TV and print ads

1998 – 2002
Microsoft, Redmond, WA:  Group Product Manager
Oversaw all marketing activity for MSN Games, The #1 online games site at the time. Close coordination with multiple groups at MSN and games business units. Part of Xbox launch online execution team.

  • Lobbied for, planned, and managed complete redesign and relaunch of site which doubled traffic in one year and resulted in first-time profitability for business unit
  • Developed and managed Kasparov vs. the World online chess match attracting 3M global visitors and hailed as a breakthrough event for the Internet and chess world
  • Named and drove worldwide launch of Bejeweled, most popular web-based game in history
  • Exceeded annual objectives each year; achieved MS “gold” bonus given to top 2% performers

Vivendi Universal, Seattle, WA (Formerly Sierra On-Line)
1996-1998: Director of Entertainment Marketing
2006 – 2007: Senior Product Manager, Education
Managed education and entertainment product marketing for leading publisher on PC and Mac platforms.

  • Managed Sierra’s top franchises exceeding $30M revenue. Launched #1 seller & Game of the Year, Half-Life.
  • Relaunched Hoyle card & casino line (new packaging, pricing, content) generating 5X sales increase
  • Tripled Sierra’s education market share through new product additions, educator outreach and trials, improved line-look packaging, and innovative POS programs

1990 – 1991
BACKER SPIELVOGEL BATES, Irvine, CA:  Media Planner
Managed national print media for leading worldwide advertising agency.

  • Created event promotions tied to American Music Awards & NCAA Basketball Tournament

EDUCATION AND HONORS

MBA, University of Oregon, Marketing & International Business emphasis
BA Psychology, University of California at Irvine (Minor, Computer Science)

  • Outstanding Student Award: American Marketing Association (Oregon Chapter)
  • Minority Fellowship for Ethnic Diversity & Contribution in Graduate Study
  • Beta Gamma Sigma Honors Graduate (Top 10%), Deans List, Vice President MBA Student Association