GERARD F. FEHLING

7 Mansfield Ct ♦ Mendham, NJ 07945

(516) 455-1453 ♦ gerard.f.fehling@gmail.com

PROFESSIONAL PROFILE

Highly motivated and results-driven executive responsible for the strategic definition and delivery of business and technology

transformation programs, specializing in digital marketing. Built and led mixed teams of 80+ resources. Recognized for

exceptional problem-solving, program management, quality assurance, and analytical skills; as well as the ability to build and

sustain strong business-stakeholder relationships. Proven track record managing multi-million dollar projects, support

operations, and large teams, providing technology solutions that solve business challenges at both established companies and

start-ups. Over 12 years of management consulting experience in the Telecommunications, Cable, Media, and High Tech

industries for Fortune 500 clients. Consulting clients included AT&T, Avaya, Bell South, CA, Canoe, Comcast, EMC,

Mediabrands, Ricoh, SAP, Sirius XM, Telus, Time Warner Cable, and Verizon. Most recent experiences within the

Consumer Goods and Pharmaceuticals industries leading corporate-wide digital strategy, execution, and operations.

PROFESSIONAL EXPERIENCE

Self-employed

Independent Consultant

Mendham, NJ

Mar 2014 – Present

  · Providing digital audits and strategies for clients to increase website traffic and conversions and provide a superior

user experience, including search engine optimization (SEO), paid search (SEM), web and mobile information

architecture, email campaigns, social, and banner / display advertisements

Optimer Pharmaceuticals (as of 10/24/13, a wholly-owned subsidiary of Cubist Pharmaceuticals) Jersey City, NJ

Director, Business Technology - Client Partner, Digital Strategy Lead

Oct 2012 – Feb 2014

  · Defined and executed the company’s digital strategy supporting all departments, including Marketing, Sales,

Corporate Communications, Medical Education, and Human Resources

  · Diversified the company’s inbound and outbound marketing channels to include email campaigns, SEM, SEO,

banner ads, and social media to increase brand and disease awareness

  · Re-launched the product website, consolidating redundant healthcare provider (HCP)-focused sites and creating new

content addressing unmet patient information needs, using responsive design for a superior user experience

  · Successfully influenced the shift from a print-dominated marketing plan to a balanced print & digital plan to reach a

large and disparate customer target base. Managed $4.5M budget representing 45% of the overall Marketing budget

  · Implemented innovative solutions leveraging the existing open source technology stack, reducing the TCO of the

platform and preventing unnecessary expenditures on disparate 3rd party software solutions

  · Identified and implemented cost cutting measures reducing website operations costs by 60%

  · Results achieved include a 118% increase in website visits (exceeding yearly goal in 7 months), a 21% increase in

organic search visits, improved keyword rankings in search results, and an increase in sales from HCP’s finding the

Rx Assist program as a result of SEO improvements

Pfizer

Director, Business Technology - Global Digital Service Delivery, Operations, & Support

Madison, NJ

Jun 2011 – Oct 2012

  · Managed Pfizer Consumer Healthcare’s (PCH) U.S. digital marketing delivery and support portfolio ($5M)

  · Accountable for 100+ digital assets globally for a $700M business, including web and mobile sites, mobile

applications, and social media applications for 20 brands and 100+ products

  · Identified and realized cost savings by gaining consensus from legacy technology infrastructure groups on a

streamlined process for application decommissions, reducing the business’ budget overrun by 50%

  · Championed a standardized approach for developing mobile sites across brands, while still providing the brand

teams the flexibility to customize the styles of their mobile sites, saving the business 55%

  · Led the highly successful delivery of Pfizer’s first 30+ digital assets leveraging the Drupal content management

system, leading to Pfizer officially adopting Drupal as the new global standard digital marketing framework

  · Responsible for vendor management (~80 vendor resources), statements of work, budgeting, requests for proposals,

financial management, client and business partner relationships, and ‘internal’ sales (i.e. winning new development

projects against incumbent creative agencies)

  · Working with Compliance and Security, successfully championed and implemented the customization of the longstanding

Pfizer Enterprise Lifecycle (ELC) waterfall-based methodology for Agile Scrum projects

  · Led the first PCH eCommerce project for a newly acquired luxury beauty product (Imedeen)

Accenture

Senior Manager, Systems Integration & Technology - Communications & High Tech

New York, NY

Aug 1998 – May 2011

Client: CA (formerly Computer Associates)

Role: Project Lead for Cloud Application Factory

  · Led a highly strategic project that showcased Accenture’s Cloud Application Factory offering and that served as a

pilot for moving the first of hundreds of client legacy applications to “the cloud”

  · Led development of a custom application with Force.com to manage territory, account, and quota assignments, and

integrated it with an internal commissions system, resulting in fewer errors and reduced manual data maintenance

  · Managed a global team of onshore and offshore resources using an agile development methodology, moving from

concept to a live production application in less than three months

Client: Time Warner Cable

Role: Program Manager & Test Lead for Web Initiatives

  · Led two strategic projects – a new eCommerce website for video, internet, and phone services and the re-launch of

the primary customer-facing marketing website

  · Led integration test for the eCommerce project including 5 interfacing applications, 5 vendors, and several client

teams

  · Recognized by client business and technology executives for healing previously wounded relationships between the

business, I.T., and various vendors

Client: Ricoh

Role: Several - Project Manager & Functional Lead

  · Bridged a divide between the business and I.T. by planning, managing, and delivering 200 enhancements (4,700

workdays) to the ERP system deemed critical before the business would allow the go live of the 2nd major release

  · Managed 50 person on and offshore Release 2A team consisting of Accenture, client, and 3rd party vendors

  · Led the planning, estimating, and staffing for the remaining releases (25K+ workdays) leading to a $9M sale

  · Created a dynamic, reusable tool that calculated the client’s projected estimate at complete (EAC) cost at program’s

end which drove the incremental budget request the client CFO made to the corporate leadership team in Japan

  · Led the functional design and testing teams for Release 3, managing over 20 resources

Client: AT&T

Role: Several – Business Analyst, Application Architect, Test Lead, Work Intake Lead, & Project Manager

  · Identified system and process enhancements that reduced order flow-through failure rates and sold ideas to Product

& Marketing. Internal failures reduced from 11% to 2% of all orders, greatly reducing the client’s OpEx costs

  · Led requirements, design, & fix-it for numerous projects including re-architecting the local product catalog into a

universal product catalog and the re-architecting of the order entry, order management, and provisioning platform

from a single service (i.e. Plain Old Telephone Service – POTS) to a multi-service (e.g. phone, DSL, etc.) platform

  · Led the market entry team, enabling the client to begin selling services in new markets, leading all workstreams

from requirements through testing

EDUCATION

Loyola University Maryland

Bachelor of Business Administration, Finance

Chaminade High School

Baltimore, MD

Class of 1998

Mineola, NY