Padronius.com


DANUT J SPATARU / PROFESSIONAL EXPERIENCE



EXPERIENCE SUMMARY

Twenty five years of producing and managing digital advertising content for newspapers, magazines, books, business directories and websites. Ten years of experience in managing special projects and technical solutions for the print and digital publishing platforms. Ten years of experience as Executive Assistant. Five years of experience in digital advertising strategies and content modeling for social media.

OPERATIONS

project and workflow management, office administration (team/data/file management), content development (digital/print), digital marketing, ad trafficking, ad campaign management; production automation.

INDUSTRIES

publishing (newspapers, books, magazines, business directories, websites), advertising, finance and investments, software and technology, education, import/export, cosmetics and pharmaceuticals, news, media and journalism, real estate, digital marketing.


PROJECT MANAGEMENT
PUBLISHING ADVERTISING DIGITAL MEDIA
DATA EDITING DOCUMENT CREATION / MANAGEMENT

CORPORATE COMMUNICATIONS / CLIENT RELATIONS
OFFICE ADMIN / WORKFLOW PRODUCTIVITY
EXECUTIVE ASSISTANT

DIGITAL ADVERTISING STRATEGY CERTIFICATIONS
GOOGLE PAID SEARCH ADVERTISING (Google)
PROGRAMMATIC ADVERTISING(The Trade Desk)
NATIVE ADVERTISING (Taboola)
SOCIAL MEDIA ADVERTISING (Facebook / Instagram / Twitter)



PUBLISHING & ADVERTISING; newsprint

Newspaper and Business Directory

My career in the publishing industry began in 1989 in Edmonton, Canada where, as a special projects manager, I spent my first ten years working for a large weekly newspaper and two annual business directories.

During that time I held a number of concurrent positions among which were page composition designer and editor and, eventually, settling on managing the development of special projects, all of which focused on the transition to new production configurations, content management systems and digital publishing platforms. As part of that, for eight years, I coordinated the activities of multiple cross-functional and geographically-dispersed (USA, Canada, UK, Germany, The Netherlands) teams of highly-specialized consultants and developers assigned to these projects.

One such project was to reconfigure the transition from manual composition to a fully electronic layout platform. This project was divided into two components and lasted for five years. During that time I managed the development of a fully electronic pagination system which used Quark XPress and Photoshop as the main hosting platforms. The project's objective was to import raw data from a number of unrelated databases into a custom-built relational database from where the reformatted information was later fed to both the pre-press pagination systemand the content management system used to deploy its content and the ads online simultaneously (see full project description and case study).

The second module of this project was to write a series of digital image processing routines that would instruct Photoshop to automatically import raw images, process them [as in adjust brightness/clarity, resample the images, crop them to the pre-specified dimensions of a grid, format them as both four high-res CMYK color JPG (for the printed newspaper) as well as their low res RGB JPG counterparts for the online version; the cycle will end with naming each photo and saving it in the appropriate sales person's/ad folder]. This is part of the project where I have also done most of the actual script development. I would like to stress the fact that other than selecting and initiating the right routine, there was no human intervention in the process. When completed and installed in the pagination room this fully digital image processing "mechanism" would prepare about 400 images an hour, per configured computer. Each computer had a different configuration which was dedicated to a specific ad type: classifieds, real estate, autos, display ads, etc.).

 

PROJECT MANAGEMENT

Since 1990 I have been managing small and large projects which required both the allocation of budgets and resourceas as well as the coordination of the workflow of highly-specialized, cross-functional and (often) geographically-dispersed teams of contractors in the following industries:

PUBLISHING and ADVERTISING

DESIGN, PRINTING and WEB DEVELOPMENT

COSMETICS and PHARMACEUTICALS

FINANCES and BUSINESS DEVELOPMENT

COMPUTERS and TECHNOLOGY

E-COMMERCE (LIFESTYLE PRODUCTS)

FASHION, HEALTH and BEAUTY

REAL ESTATE

ONLINE EDUCATION

 

CORPORATE POSITIONS

This section is, actually, a note of special interest. Due to my both technical, as well as business acumen, in almost all major career involvements, and in addition to specific position responsibilities, I also performed direct supporting roles to senior executives. Here are some of them:

2018 - 2020
Brown Harris Stevens, New York, NY
Executive Assistant to Broker, Client Relations Manager, Marketing Manager, Transaction Coordinator.

2016 - 2018
Corcoran Group / Halstead, New York, NY
Executive Assistant, Director of Operations and Transactions Coordinator (team/listing management).

2011 - 2016
Marbles & Marbles International, New York, NY
Director of Digital Operations and Executive Assistant to the Editor-in-Chief & Publisher
(TWELV Fashion Magazine)

2013 - 2014
Graphis Annuals, New York, NY
Executive Assistant to the Publisher (temp/contract)

2012 - 2013
Ethis Communications, Inc., New York, NY
Project Manager / Assistant to the CEO (temp/project)

1986 - 1996
MacEwan University, Edmonton, Canada
Assistant to the Head of Library's Technical Services

1988 - 1998
Purple Pages Publications / Trader Media Publications, Edmonton, Canada
Special Projects Manager and Assistant to the Editor.
(in 2000, these publications were absorbed by an international publisher).

(RE: 1986 - 1996. Yes, for ten years I did have two full time jobs which I loved. During that time I worked 70-90 hours a week - until I got married...)

 

The ACADEMIC ENVIRONMENT

MacEwan University/Grant MacEwan College, Edmonton, AB, Canada (1987-1996)

As one of the first North American College to offer a dedicated computer graphics program, as well as being one of the best Business, Public Relations and Journalism schools in Canada, Grant MacEwan College was my employer for a period of ten years. In my roles of computer assistant and faculty support staff, during that time I covered the operations of a number of academic departments among which were the library and learning resources center as well as the reference, research, computer, internet and information services. For a period of four years I had the privilege to teach computer graphics courses for the outreach program and administer/supervise exams in one of the first (anywhere) computer managed learning labs. Before my ten year term contracts with the college, while employed as a part time student, I also produced the college's international computer technologies magazine (TAC) which was one of the first publications anywhere that was entirely composed electronically and, at the time was being distributed in sixteen countries. Sorry, there was no commercial access to the internet and no PDFs at that time, so we had to actually mail it everywhere... However, I still have some of its amazing (and I, guess) historical-value hard copies.

 

CONTENT MODELING

This section is not about any one single project. It's about what I do when working on, pretty much, all projects.

Content Modeling is a strategic combination of art and science. Content modeling is the ability to present your content, or your business message in an elegant, strategic, and machine-readable format.

Elegant - the content has to be presented to your audience, to those who consume, or absorb your message, in an elegant, pleasant visual format. Your specific mission is to attract, impress and convert your audience into loyal followers, buyers or clients. And, the first impression your content makes is always a visual one and, more often than not... crucial.

Strategic - because your content has to comply with, reflect your overall business goals, its strategy, its proposed sales target, as well as the long term proposal to achieve and sustain a high level of performance.

Machine-readable - because, ultimately, the content you create along with its attached, or imbedded intended purpose (i.e., editorial substance, ad performance, etc.) are executed by machines (computers), ad management systems, etc. that interpret your instructions as a marketer (i.e. content optimization) in order to achieve a proposed performance such as conversion rates, social media popularity, etc.

 

SOCIAL MEDIA; pointers

Building a business presence on social media is a demanding and intensive endeavor. So, before branding your business there, try to understand these pointers.

 

PUBLISHING; fashion magazine, books; print/digital


Front Page New York

In 2018 when I decided it was time to bring all my major publishing projects under one portfolio, I created Padronius Digital Properties. FrontPage.NYC is a New York City focused digital magazine. Its mission is to let the world know about all the wonderful things this great city of ours has to offer.

FrontPage.NYC and FrontPageNewYork.com are part of that portfolio and the second of three publications I created, fully financed and managed in thirty years.


TWELVny.com is a made in New York City fashion, culture and lifestyles magazine which (in 2011) I helped to create and launch together with styling and editorial talents formerly nurtured at Condé Nast, Vogue Italia and Paris Vogue.

For almost seven years, as Director of Digital Operations and Assistant to the Editor-in-Chief, I was involved in every aspect of the magazine's print and digital production, publishing, marketing and distribution cycles, as well as its online advertising strategies and content modeling for its social media channels. My contribution here these days is to monitor its digital publishing accounts (hosting platforms, email servers, domain names & registrations, etc.), and some of the creation and deployment of its HTML email campaigns and monthly fashion stories. Click here to see the printed version of the magazine's Fall/Winter 2012 issue looked like. Or, go to TWELV'S current online issue.

FASHION STORIES

While this is not the only magazine I worked on, it is the one I love the most.

BOOKS

Stephanie's Home Beauty Salon is a book which I researched, co-authored, edited, designed and first published in Canada in 1996, then its revised, second edition in the USA in 2008. It's a book on self improvement - in essence, a collection of recipes on how to make your own anti aging creams from organic products.

I don't have time to manage this book anymore but, at its (sales) pick, it bacame known as "the little book that everyone wants"). The book is still available so, if this is your thing, you may want to check it out. You can get it in both print and digital formats for all you reading devices from Amazon.com (paperback/Kindle) Apple Books (iPhone/iPad), Barnes & Noble (digital), as well as from over 4,000 independent online book stores (you will find it when you search for it by its title, or by my name).

Just as with magazines, this is not the only book I produced, but it is the one closest to my and in which, over many years, I invested significant resources in order to produce and market it through a number of e-commerce channels and publishing platforms.

 

REAL ESTATE; digital

Real estate industry is an active provider of advertising content. My interest in taking projects in real estate is based on the fact that I love nurturing client relations and creating and managing workflow processes and digital ad content; in this context - listings and industry-specific technical services.

Since 2018 I have been (prodly) an active part of Brown Harris Stevens as a Marketing and Client Relations Manager and Transaction Coordinator for a top producing team of twelve real estate brokers and agents for whom I have been coordinating the flow of transactional documents, created advertising content, and managed their listings' marketing campaigns.

The Corcoran Group, New York, NY. As a Transaction Coordinator and Director of Operations, my project's objective was to create and organize the workflow of processing real estate transactions, and to model (industry-specific) content in order to establish visible digital footprints on social media. In order to reach the end goal, I coordinating the in-house operations of one of the agency'e top producing associate brokers specializing in the luxury and investment properties in New York City, London and South France. With an additional office in London, and someone who belongs to the elite top 1% producers in the world, this broker has also entrusted me with coordinating the entire deal lifecycles (from pre-listing to closing) of their residential, commercial and investment portfolios. As part of my assignment, I created the broker's first digital library containing every document required for a full-cycle transaction; (have also edited outdate contract templates, etc.; managed the website's upgrade to a responsive grid and laid out the broker's social media landscape and online marketing campaigns; created a new, more efficient office workflow by introducing new software and by organizing daily routines by scope, resources and priorities.

In suporting the project I would also: repare and coordinate the broker's exclusive, agency and referral agreements; requests for commissions and deal sheets; conduct in-depth buyer and investor; manage buyer/seller/investor offers, contracts and flow of communications; attend meetings with other brokers, attorneys and clients; perform property searches; oversee all special projects targeting new business development; create real estate listings on Corcoran's intranet and monitor their content integrity and publishing schedules on its participating aggregator websites such as Corcoran.com, NYTimes.com, StreetEasy.com, Trulia.com, etc.; manage the team's website, blog and social media postings; design collateral advertising and marketing materials including and print materials; schedule and manage the activities of, and payments to external contractors: article and blog writers, photographers, designers, architects, programmers, and junior agents.

Private-Listings.com (Vancouver, Canada) was one of Pacific Webcard Directory's parallel digital ad service dedicated to the by owner (FSBO) real estate market. Its revenues ware generated entirely by display ad space which was sold to brokers, agents, lending and mortgage processors, private consultants, insurance companies, legal services as well as to private listings covering BC, Washington and Oregon. In addition to being involved constatntly in client relations, here I also managed the sales of online advertising, as well as ad pricing and placement (based on content, location, demographics and other specific pageviews metrics. At the time, this was a very popular and profitable operation as well as every broker's love-to-hate dream.

 

BUSINESS STRENGTHS; special skills

Extensive experience coordinating the work flow of cross-functional teams (even if geographically dispersed) that are involved in simultaneous projects and complex environments.

Ability to communicate effectively with all levels of professional groups and personality types and to motivate the people I work, or interact with.

Possess an analytical mind and a passion to use data to create and guide strategy.

Ability to break down complex information and synthesize it in clear presentation formats.

Skillful at understanding customers' business goals and interpreting them into advertising features.

Advanced layout, design and photography skills and working knowledge of MS Office Suite, Adobe's (InDesign, Illustrator, Photoshop), QuarkXPress; project management (37Signals Suite/Basecamp). Ability to hand code HTML/CSS.

Proficient in writing business materials and in creating compelling advertising content:

  • business presentations, reports, research papers
  • advertising and marketing copy
  • legal documentation: contracts, terms of service, copyrights
  • web content writing, social media posts, SEO implementations
  • editorials and content modeling
Proficient with Google Suite of products (Sheets, Docs, Drive, Slides, Gmail, Calendar, etc., etc.) and its ad and publishing services (Analytics, AdWords, AdSense, Google Books, etc.).

Perform well under pressure and in high-pulse, deadline-driven environments. Exceptional ability to bring under control a chaotic workplace :)

Research, reporting and negotiation skills.

 

ADVERTISING; digital ad sales

Pacific Webcard was an online publisher and digital ad service which modeled raw business data into advertising content for online deployment. It also published its own business directory, a paid-for ad service. This was a business which I created, financed and managed for eleven years (1999-2010) before moving to New York City. Its directory was the launching platform for its clients' online ad campaigns. It was a paid-for ad service offering twelve business categories (pharmaceuticals, finances and investments, real estate, technology, etc.).

The master templates for the ads were developedin many formats from hybrid Illustrator/Photoshop files to animated GIFbanners, flash and, in some cases just straight HTML/JAVA scripts. Photographyand photo illustrations were used at every step. The nature of the ads were:sponsor, private, syndicated, content targeted Google AdSense as well as somehouse and experimental ad fillers. The supported ad types were, basicaly, all that the technology at the time permitted: classifieds, display (landscape, box, tower, banners), static,video, flash, animated GIFs, webcards - a rolodex-like ad card attached as (an optional popup abstract to an already existing ad; usually, text ad). During its "prime-time" operational mode, Pacific Webcard Directory offered a full digital ad service for businesses falling within its categories, as well as a highly-targeted real estate private listings ad service which covered British Columbia, Washington State and Oregon.

As Salesforce, Operative.One, DoubleClick For Publishers or any of today's CRM and/or programmatic platforms did not yet exist at that time, all client management relations and digital ad planning operations were scheduled and managed using Excel spreadsheets from where the data were reformatted and inserted in the directory's CMS for live publishing. (This process was, in fact, an operating standard procedure for the publishing industry at the time.)

The result of all the web marketing efforts produced a strong internet footprint for the directory which, in return, created a profitable, fully-sustained operation.

 

BIOTECH & PHARMACEUTICALS; print/digital

In 2012-2013 I had the opportunity to work as a project manager at Ethis Communications Inc., a wonderful, Wall Street-based, highly specialized advertising agency: EthisInc.com

Ethis Communications is an advertising agency which researches, creates and publishes clinical content exclusively for biotech and pharmaceutical companies such as Baush & Lomb, Essilor America, NicOx, Vistakon (Johnson+Johnson) and Alcon, among others. Ethis also hosts webinars and deploys medical-specific advertisements for rich media and digital channels.

The projects objectives were exclusively to support the launching of new drugs, pharmaceutical products and specialized medical equipment. My main responsibility there was to manage the projects workflow between writers, editors, designers and outside contractors who, among other materials, produced medical print supplements, white papers, research reports, interactive case studies, multi-point ad messaging campaigns, industry-specific magazines as well as webinars and rich media and video advertisements for online dissemination. As part of that assignment, I helped to develop and test the initial phases of MediklyOS, a SAAS platform and conference space which provides advertisers with a digital marketing platform which enables participants to capture and apply actionable physician intelligence. In doing so, the platform helps medical marketers better understand physicians' behavior and preferences through a "Preference Discovery Engine" which identifies patterns of behavior, relationships and qualities across multiple touch points. The meetings data is recorded live during physicians' web conferences, extracted, formatted and packaged as research and marketing content.

COSMETICS

Still in the pharmaceutical industry, this time in Vancouver, Canada, and just before moving to New York, I worked on contract basis as project manager for Bellini Laboratories, Dermamed™ Pharmaceutical Inc. and BioLytical Laboratories. These are/were companies specializing primarily in skin care and anti-aging products. My specific mission there was to ensemble and coordinate the activities of a team of internet marketing experts along with managing the online ad campaigns and related budgets: Google AdWords and Analytics. The exact target sales for the five year project was in excess of $10M/yr. While there, I was also in charge with art directing the design of the online ads, mini websites, technical books and trade show materials. In parallel to the above, and still working on contract basis, for a period of two years, I have developed a spectrum of micro websites (same template, nine different languages) and managed the e-commerce operations and marketing campaigns for Naor Skincare Inc. This was a pharmaceutical company with business headquarters in Vancouver and production laboratories in New York. My involvements with the above two companies stopped in 2010 when I moved to New York City.

 

E-COMMERCE

My involvement in the e-commerce operations space spans over twenty years, a time frame during which I both helped in the develepment of online stores and managed online sales. some of the industries I brought my experience to were fashion and lifestyle, cosmetics and pharmaceuticals, retail, real estate, law, finance business consulting, publishing/self-publishing.

E-COMMERCE: BOOKS and MAGAZINES

For info on online sales of books and/or magazines please see center column on this page.

E-COMMERCE: TECHNOLOGY, E-LEARNING SYSTEMS

My first-ever e-commerce project was at CANCoach Systems and Nortia Technologies in Vancouver, Canada (2000-2004) where I was involved in both the development and operations of their online stores and the content creation for their teaching software which was designed for schools and sports coaches in the United States, Canada, UK and Australia (golf, volleyball, basketball, soccer, tennis, etc.) The e-learning courses were available by subsctiption at nortia.ca, while the training materials were sold through their sister company (CANCoach Systems) on CD and DVD formats at CANCoach.com

Prior to merging and shifting their operations to an entirely e-business development consulting model, both companies transferred all their e-commerce operations to me on a contract agreement through which I retained 80% of all sales. Within one month after taking over, I cleared the entire inventory (thousands of CD/DVDs, including more of which I need to produce in order to honor the backlog of orders). Shortly after, the e-commerce domailns were replaced with the new corporate website.

E-COMMERCE: COSMETICS, BEAUTY, PHARMA

For e-commerce operations specialized in beauty and cosmetics, please see the above section on pharmaceuticals and this section book sales.

E-COMMERCE: RETAIL, LUXURY, LIFESTYLES

More recently, I built and managed the e-commerce operations for Hides-In-Shape, a luxury and lifestyle accessories retail store, and a 555 Madison Avenue fixture for forty years (the store closed on April 2018 when the owner retired).

In my roles of digital business developer, web content copywriter, and online marketer, for nearly three years while engaged in the project, I created and managed the entire spectrum and life cycles of the store's online operations: the company's e-commerce websites and its Amazon and eBay stores for which I provided order fulfillment (working extensively with USPS, UPS and FedEx), fraud prevention (working with AMEX, VISA, MC) and customer support (by phone, by email and, occasionally, while meeting them on the store's display floors. In terms of online marketing, I maintained the store's blog and its social media presences, while making use of Google's AdWords/Analytics for web promotions and performance metrics.

The websites were hosted originally on PointShop Enterprise, and later on BigCommerce (in parallel with an abbreviated version on Shopify) and required extensive CMS, Excel, AgileMail, Constant Contact and Photoshop work as well as heavy HTML hand coding (page layout troubleshooting, email and newsletter templates, online advertisements).

 

RéSUMé

Download my résumé (PDF)
Download my résumé (Word)




FOOTNOTES

As a special note I would like to mention that, regardless of their nature, and in addition to managing the project teams, scopes, budgets and deadlines, I also participated in every project, hands-on, with my technical, writing and/or editorial skills as well as my artistic talent. As for padronius.com, it is entirely an HTML coded by hand project. Well, this is my portfolio.

 




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