Katie Scheding

Phone 07809 151913
kt@scheding.com
26 Nadine Street, London SE7 7PG
Nationality: UK and USA, resident in Britain

Professional digital marketer with specialist experience in financial services, pharmaceutical, and technology industries.


Professional Experience

Scheding.com Consulting Belgrade, Serbia present
Principal. Digital and marketing consulting for regional and international clients:
  • McCann: digital strategy for all clients, organisational recommendations, digital and social media training
  • Balkan Insight Research Network (regional journalism): online advertising strategy
OnIt Digital London, UK and Belgrade, Serbia 2006 - 2008
Director, European Operations for a virtual interactive advertising agency comprised of seasoned advertising professionals:
  • Clients included: Universal Music, ROO TV, and agency-branded confidential work
  • Provided strategy and architecture; oversaw project management and creative teams in multiple regions
Wunderman New York, NY 2002 - 2006
Vice President, Group Director, Senior Channel Strategist for one of the leading direct advertising agencies, creating customer experiences that build brands, initiate dialogues and drive action. Projects include:
  • Pfizer (integrated online and content strategy, information architecture, retention and acquisition email)
  • Novartis (relationship marketing center of excellence, online strategy, retention and acquisition email)
  • Citibank (loyalty and acquisition email)
  • AICPA (online strategy, information architecture, retention and acquisition email)
  • Microsoft (marketing strategy, information architecture, acquisition email)
  • Chevron (online community strategy and information architecture)
American Express New York, NY 2000 - 2001
Director, Emerging Payments Marketing (formerly Director, Online Marketing) in the Strategic Relationship Group of Establishment Services for one of the world's leading travel and financial services corporations:
  • Leveraged technology background to recommend solutions, including pioneering and patenting contactless card products
  • Created merchant business strategy and sales materials for online, smart chip, and emerging payment programs
  • Identified best practices to achieve maximum ROI from marketing programs
  • Provided thought leadership in marketing and usage programs across division and throughout company
  • Prioritised programs for merchant adoption
Juno Online Services New York, NY 1999 - 2000
Executive Director, Strategic Partnerships for the largest free Internet Service Provider within the U.S. providing alternative media and marketing solutions to Fortune 500 clients and their agencies:
  • Evaluated online markets and presented strategic recommendations directly to management
  • Optimised consumer data to match client needs and create long-term strategic partnerships that drove promotion, member acquisition, and revenues
  • Led business development teams in New York and San Francisco; recommended sales strategy
  • Promoted two times within the first year
Ogilvy & Mather Direct / OgilvyOne New York, NY 1997 - 1999
Partner, Senior Interactive Producer/Strategist for the largest integrated interactive agency in the world providing one-to-one marketing solutions online that build brands, as well as customer equity and loyalty:
  • Grew and managed technical and production staff from two to over thirty while reengineering the OgilvyInteractive development process
  • Led teams that created online strategy and web site information architecture for clients such as IBM, GTE, Perrier, Kodak, Ameritrade, and AIG
  • Managed and budgeted project resources (multimillion dollar annual billings)
  • Proposed new interactive business models to clients; pitched prospective clients
  • Promoted two times within first 18 months
IBM Technology Center at UCLA Los Angeles, CA 1992 - 1996
Multimedia Strategist at IBM-sponsored Center promoting UCLA computing solutions to corporations, governments, and higher education:
  • Created and presented strategic plans (in the form of multimedia presentations, videos, Web and Gopher sites, and publications) internally and at industry conferences to executive-level audiences
  • Analysed technology trends; recommended and specified purchases for multimedia development
  • Designed and implemented Web and Gopher servers to integrate multiple sites for UCLA IT organisations and established procedures for database development
  • Promoted twice
UCLA Computer Store Los Angeles, CA 1987 - 1992
Sales Supervisor/Trainer for staff of over 30 employees; developed pioneer training and evaluation strategy

Century Software Systems Los Angeles, CA 1985 - 1987
Salesperson/Technician for IBM PC compatible computers

Honours and Publications

Patents 2002-2009
  • U.S. patent inventor and applicant for contactless payment products (RFID/SmartChip), American Express (U.S. Patents 7239226, 7249112, 7306158, 7607583)
  • Applicant for additional European patents related to RFID contactless payment products, American Express
Speaker, Moderator, Instructor 1992 - present
  • The Direct Marketing Association, Clemson University, Pace University, Trainers in Action, IIR CyberContent Conference, Folio: shows, ALI E-branding conference, WITI (International Women in Technology), Microsoft, Academic Technology Center Briefings, UCLA Alumni Association, Fourth International 1995 WWW Conference
Judge 1996 - 1999
  • Global Information Infrastructure (GII) Awards
Publications 1995
  • "Developing and Maintaining a Decentralized Web," Fourth International 1995 WWW Conference (O'Reilly & Associates, Inc., 1995): 127-140.
Awards
  • 2004 Stevie for Best Direct Response Campaign (American Business Award), 2004 PRO Award for Best Use of Direct Marketing (Promotion Awards), 2004 MAA Globe for Best Use of Direct Marketing and Gold for Best Use of Interactive Media (Marketing Agencies Association), 2004 Lester Wunderman Award for Marketing Innovation, 2006 Internet Advertising Competition Award for Best Energy Interactive Application

Education

1992
Bachelor of Arts Degree; Dean's List.
University of California, Los Angeles

Copyright © 1996-2011 KT