BIO Mr. Messina has had extensive experience consulting in Internet Strategy and Planning to some of the most well known dot coms, as well as some of the largest Fortune 100 companies. Between larger projects, Mr. Messina enjoys assisting small to medium-sized companies with their Internet stategy and development. Mr. Messina began his consulting career working with start-ups and small businesses as a consultant at the Wharton Small Business Development Center. He has since held positions at major consultancies including Price Waterhouse, and Booz Allen and Hamilton. Mr. Messina has most recently been a freelance consultant providing technical due diligence, organizational reviews, and Internet metrics strategy and implementation services to an array of clients. He also founded M2Metrix Corporation which develops online metrics and tracking software. Mark also worked as a stand-up comedian who performed regularly at clubs around Manhattan, including The Comic Strip Live, Gotham Comedy Club and Stand-Up New York. He has also appeared at Caroline's Comedy Club on Broadway, Rascal's Comedy Club, and Luna Park in Los Angeles. Mr. Messina attended the University of Pennsylvania, where he earned a Bachelor in Systems Engineering, and a Master of Engineering focused on Telecommunications and the Internet. While pursuing his Masters degree, Mark conducted research in Artificial Neural Networks (ANN). | | Client Highlights | - MTV.com, VH1.com
- United Nations
- Nickelodeon Online
- The Vatican
- iVillage.com
- StudentAdvantage.com
- SlimFast.com
- The NBA
- eSCORE.com
- FreeAgent.com
- CBS/Viacom
- Bell South .net
| | EXPERIENCE The Vatican - CAPP USA Technical Advisor and Web Developer Advised the CAPP board of directors on all aspects of developing and deploying a nationwide Internet portal. Utilized Open Source content management systems to rapidly deploy a full-featured private membership portal, news and events publishing system, and new member enrollment system. The United Nations Web Development and Business Analyst Designed and developed intranet-based financial knowledgebase for disseminating financial rules and regulations. Gathered business requirements, wrote detailed design documentation, and build the entire system in classic ASP. The United Nations Business Analyst Created design documentation for world-wide claims processing system. Conducted a year-long requirements process and developed detailed specifications for handling the financial calculations associated with 30 years of internal rules and procedures. Wrote technical specifications for development of website in ASP.NET. The MTVi Group Internet Metrics Consultant Customized and implemented the proprietary M2Metrix Tracking Database for all MTVi web properties. Customized a database to process and report on millions of lines of usage data for sites including MTV.com, SonicNet.com, and VH1.com. Worked with senior management in Research and Planning to align reporting and analysis processes with the core capabilities of the department. Slim Fast Online Internet Metrics Consultant Worked with senior IT management to assess Internet metrics needs. Conducted a full requirements gathering process, and developed specifications for a comprehensive metrics solution. Worked closely with IT staff to ensure that the reporting system was aligned with the strategic direction of the business as determined by senior corporate management and marketing. Friedman, Fliescher and Lowe Technical Due Diligence Consultant Worked with this San Francisco based venture capital firm to analyze and assess a potential investment. Interviewed the CEO and senior managment team of the prospective investment. Performed technical interviews and code reviews. Assessed technical strengths and weeknesses. Determined feasibility of proposed strategies. B2B Video Network Technical Due Diligence Consultant Assessed the impact and cost of developing an enterprise-wide web-based broadband video delivery network. Analyzed network architecture, and reviewed the processes and procedures for developing and implementing inherently comlpex systems. Delivered a report on network management tools, site architecture, requirements processes, and development timeframe. Assisted in key sales meetings with major investment banks. Nickelodeon Online Internet Metrics Consultant Developed a customized online tracking and reporting application for all of the Nickelodeon Online web properties including, Nick.com, NickJr.com, and TVLand.com. Implemented database procedures for aggregating and reporting on millions of lines of web usage data. The system integrates with log analysis tools including Analog and Accrue Insight. Worked with senior management to ensure that the system met critical business requirements. eSCORE.com, Division of Kaplan Test Prep Internet Strategy/Planning Consultant Managed and supported the metrics initiative for the roll-out of Kaplan's eSCORE web property. Gathered management requirements, and implemented various reporting tools. Interfaced with outsourced web development group to understand the intricacies of the site architecture and utilized this information to customize Web Trends to deliver highly targeted content groupings and accurate reporting. Planned for the implementation and roll-out of Accrue software for advanced data consolidation and metrics reporting. NBA Properties, Inc. Internet Strategy/Planning Consultant Worked with the CIO of the NBA and senior technical management on planning for intranet and extranet development. Work also included providing advice and research to the NBA.com group on content management solutions. Evaluated various tools, including Vignette Story Server, and Interwoven Teamsite, and Lotus Domino Server. MTV Online Internet Strategy/Planning Consultant Delivered an assessment of the web metics function which supports all Viacom music and childrens web properties (including MTV.com, VH1.com, and Nick.com). Developed a capabilities baseline, gathered management requirements and provided management with an organizational and a tactical plan for optimizing group performance. RebateLinks.com Internet Strategy/Planning Consultant Refined and expanded business plan and strategy. Managed developers and designers. Ran marketing campaigns, developed marketing message and slogans, and created banner advertisements utilizing Photoshop, PhotoPaint and Gif Animator. TheSquare.com Internet Strategy/Planning Consultant Developed a technology plan for this growing internet start-up company. Created an initial project plan for the upgrade, migration and QA/testing of a new web server, database server and dynamic publishing tool. HandShake Dynamics, LLC , Manhattan Internet Strategy/Planning Consultant iVillage.com Worked with the CTO of iVillage.com to refine web metrics strategy. Consulted on creating a long-term strategy and plan for capturing and measuring site usage. Implemented a Metrics Intranet and raised senior management awareness of web metrics via custom targeted reporting. Actively managed the relationship with Internet Profiles Corporation (IPro) who parse and filter web server log files and provide third party reporting. StudentAdvantage.com Gathered requirements for baseline metrics reporting for Student Advantage. Developed procedures for advanced custom reporting. Coordinated multiple teams of developers to ensure accurate data gathering and reporting across platforms in an NT and Solaris based web server environment. Advised the developers of the site in the creation of URL naming conventions which were trackable across different web applications including, Vignette Story Server, Thunderstone Search, and Web Threads discussion boards. Opus 360 Corporation , Manhattan Director of Site Production FreeAgent.Com Managed developers, producers and graphic designers, to produce FreeAgent.Com. Created production schedules. Managed multiple vendors to ensure accurate design and on-time delivery of programmed components and graphical templates. Coordinated efforts between engineering and product development to ensure that a product which met specifications was delivered within a tight timeline, and launched before competetive web sites.
Engagement Director
Worked on building a client services group within an Internet services company. Aided in the creation of an implementation methodology for Enterprise Workforce Management software. Managed key client relationships. Lead the effort to pilot Internet services at our early adopter client sites. Gathered business requirements and worked with product managers and developers to tailor the application to client needs. Developed relationships with senior client contacts. Utilized relationship management skills, and product knowledge to assist in the sales cycle. In some cases, wrote proposals including budgets, project plans, and resource requirements. Booz - Allen & Hamilton, Information Technology Group, Manhattan, 1997-1999 Senior Consultant Worked on a proposal for a leading online bookseller. Developed a competetive strategy and the architecture for a virtual community. The strategy was designed to compete directly with the leader in online book sales. As part of a marketing effort for a major telecommunications company, managed the production of a primer and industry analysis of Virtual Private Networks. Wrote the primer section of the document, and managed two consultants who researched the industry and created an analysis of key players in the VPN and IP marketplace. For one of the largest US telecoms, designed a product model for an application service provider business. Managed a team of internet developers and designers to create a web-based prototype within a very tight time frame. Presented the prototype and product model to the senior officers at the client. The presentation was well received, and the client pursued the business. For a major record company, worked on the development and testing of an online royalties systems. Managed multiple developers, and created specifications for PowerBuilder, SQR, and COBOL programs. Utilized PowerBuilder 4, Sybase 11, RapidSQL 1.51 and HP UX. For a global media and entertainment corporation, managed a team in the development of a comprehensive network management system. Worked with client senior management and technical personnel to develop system specifications. Also, documented the process of network modeling and its role in the management system. Utilized Comnet, HP Openview, BMC Patrol, and Seagate Nerve Center. For a major motion picture studio, created an artificial neural network model of theme park attendance patterns. Utilized Ward Systems NeuroShell 2 to predict the number of patrons that would attend the park on any given day of the year. For a New York based not-for-profit organization, worked on a pro-bono project to design an internet web presence and to assess the proposed LAN architecture, offering alternatives based on cost and performance. Developed a prototype of the web site. Oversaw the development of the production site. Trained client staff in the use and maintenance of the web site. For one of the leading book publishers, developed a post-acquisition I/T footprint for the organization. Assessed the organizational structure and technical issues of combining two I/T departments. Considered migration issues for SAP, PeopleSoft, and Lotus Notes. Independent Web Site Designer and Webmaster, May 1996 - August 1997 Marketed web site design services including HTML, graphic design, Java, Java script, Perl and hosting services. Managed all aspects of web site development, marketing and implementation. Major clients included an accounting firm, a manufacturing firm, and the University of Pennsylvania. Penn Engineering Web Site, Task Manager, February 1997 - May 1997 Managed many aspects of the Penn Engineering web site development. Duties included outsourcing and managing graphic artists and marketing consultants, implementing and testing all HTML and CGI scripts, and coordinating the efforts of student volunteers. Web Quiz, Online Testing System, Designer and Programmer, April 1997 Developed a Java and Perl based system to facilitate the process of creating and administering online exams. The system was designed under contract with a Philadelphia based software company. Developed the graphical interface in JFactory. Independent Small Business Consultant, July 1996 - November 1996 Consulted to an inventor in the area of marketing and product development. Utilized small business consulting experience to determine optimal strategies for licensing and production. Price Waterhouse LLP, Management Consulting Services, Manhattan, May 1995 - May 1996 Consultant Blue Cross/ Blue Shield of Illinois, System Design and Construction Designed and programmed a table maintenance utility using PowerBuilder, OOP, Magna/X and DB2 in a three-tier logical/two-tier physical environment. Project required a high level of interaction with management.Blue Cross/ Blue Shield of Illinois, PowerBuilder Instructor Instructed senior colleagues in the use of PowerBuilder. Designed a "crash" course and a presentation which taught the basics of PB, and the client's multi-tiered client server architecture. Emerging Markets Traders Association, Wall Street Maintained a multilateral netting facility which was programmed in Microsoft Access. Updated SQL to allow netting on additional criteria and created new reports to reflect these changes.. MCS Information Technology Individual Studies, Tampa Was selected as a team leader for system testing after a four month intensive IT training program. Managed a nine person team responsible for debugging C and PowerBuilder, designing logical data models, and migrating code. Other training included DB2, Oracle, SQL, UNIX, MVS/TSO, and structured program design and testing. Graduated training with the highest possible rating of exceptional. The Wharton Small Business Development Center, Philadelphia, 1994 - 1995 Business Consultant and Research Assistant Aided local businesses and entrepreneurs in business and market planning, raising capital and financial analysis. Major clients included: Biomedics Corporation, Worked in a nine person team to create a marketing plan for a research and development firm working on global telecommunications. Utilized engineering skills to understand wireless digital communication.Elliot's Amazing Juice, Prepared a market analysis on exporting juices to Korea. Responsible for contacting the Korean Department of Agriculture to align the firms efforts with Korean regulatory standards. KPR Shoes, Worked as a member of a three person team to give a presentation on sales force management to a multimillion dollar footwear distributor. EDUCATION University of Pennsylvania, Graduate Group in Systems Engineering, August 1997 Master of Science in Engineering, Focus on Internet/Telecommunications, GPA 3.7 University of Pennsylvania, School of Engineering and Applied Science, May 1995 Bachelor of Science in Systems Engineering, Focus on Information Technology Integration AFFILIATIONS Fresh Air Fund, Mentor University of Pennsylvania Secondary School Committee Sigma Chi Fraternity, Phi Phi Chapter Society of Systems Engineers Hexagon Engineering Society PERSONAL Crossfit, accoustic guitar, movie buff, psychology and neuroscience, photography, skiing, martial arts, stand-up comedian
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