MICHAEL R. HALL | mrhall@mrhall.com | (202) 253-1266
SENIOR DIGITAL MEDIA EXECUTIVE
Senior executive with over a decade of experience in building and leading profitable digital media businesses. Strategic change agent directing the transformation of traditional media companies into digital media leaders. Skilled networker with connections to decision makers in digital media, marketing, sports, and entertainment. MIT computer scientist with industry-leading technical acumen and demonstrated success at digital innovation. Extensive experience in new business development, digital analytics, native advertising, cross-platform marketing, and managing corporate functions with P&L and revenue responsibilities. Areas of expertise include:
❏ Business Strategy
❏ Change Management
❏ Content Strategy
❏ Contract Negotiation
❏ Digital Analytics
❏ Digital Strategy
❏ Financial Modeling
❏ Lean Software Development
❏ Marketing Strategy
❏ New Business Development
❏ Product Development
❏ P&L Management
❏ Sales Strategy
❏ Strategic Planning
❏ Technical Management
DIGITAL MEDIA EXPERIENCE
SENIOR VICE PRESIDENT, DIGITAL
NESN
Greater Boston Area
2015 – Present
Promoted to Senior Vice President of Digital at NESN, the most successful regional sports television network in the United States. NESN is one of the ten most valuable brands in sports and has an estimated value of $844 million (source: Bloomberg).
As general manager of digital at NESN, oversee NESN’s digital P&L, operations, product, and monetization. Under my leadership, NESN.com has been profitable since 2011 and has delivered a 5-year CAGR in digital revenue of 68%. With promotion to SVP, added new responsibilities for NESN’s multi-platform revenue growth. Negotiated new syndication partnerships leading directly to the growth of NESN’s digital audience and revenue. Serve as one of NESN’s top three officers. Key accomplishments:
❏ Increased NESN’s digital operating margin to 58% as of FY 2015 through native advertising and cross-platform sponsorships.
❏ Increased NESN.com’s total audience to 15.3MM monthly unique visitors, representing a 5-year CAGR of 70%.
❏ Increased NESN.com’s video audience to 6.5MM monthly unique visitors through video syndication (source: comScore).
❏ Developed new content syndication partnerships with national media leaders, including FOX, NPR, and the UFC.
❏ Elevated NESN.com to the Top 15 of all U.S. sports websites (source: comScore).
❏ Manage a team of 28 staff members with responsibilities for digital sales, marketing, content, video, and technology.
VICE PRESIDENT, DIGITAL
NESN
Greater Boston Area
2013 – 2015
Promoted to Vice President and appointed to NESN’s Senior Management Team, the executive team of the top nine officers in the company. Expanded scope included responsibilities for development of NESN’s overall corporate strategy, including NESN’s overall sales strategy, facilities expansion, video technology development, and human resources management. Directed due diligence on the digital businesses of prospective investments for NESN and its ownership group. Key accomplishments:
❏ Developed NESN’s five-year strategic plan with a scope covering sales, product development, human resources, and operations.
❏ Increased NESN.com’s total audience to 8.1MM monthly unique visitors via targeted national marketing (source: comScore).
❏ Increased NESN.com’s mobile audience to 4.0MM monthly unique visitors through new mobile products (source: comScore).
❏ Elevated NESN.com to the Top 30 of all U.S. sports websites (source: comScore).
❏ Managed a team of 19 staff members with responsibilities for digital sales, marketing, content, and technology.
DIRECTOR, NEW MEDIA
NESN
Greater Boston Area
2008 – 2013
Hired as the general manager of digital at NESN. Responsible for the P&L for NESN.com and NESN’s entire digital product line, including Web development, mobile applications, digital content strategy, digital video, social media marketing, digital marketing programs, and digital sales strategy. Key accomplishments:
❏ Created and built NESN’s digital division, including the hiring plan for its content, technology, and sales teams.
❏ Authored PRDs, developed, and managed the launch of NESN.com, including its content strategy and technical infrastructure.
❏ Increased NESN.com’s total audience to 4.2MM monthly unique visitors via a national content strategy (source: comScore).
❏ Elevated NESN.com to the Top 40 of all U.S. sports websites (source: comScore).
❏ Managed a team of 12 staff members with responsibilities for digital sales, marketing, content, and technology.
PRODUCT MANAGER
ABC.com
Greater Los Angeles Area
2007 – 2008
Promoted within The Walt Disney Company to serve as Product Manager for ABC.com, the website for the ABC Television Network. Managed the strategy, development, and monetization of ABC.com Community, ABC’s user engagement platform. Product portfolio included fantasy games, message boards, blogs, web videos, and social media integration for all of ABC’s television programming, with a focus on prime-time programs including “Dancing with the Stars” and “Grey’s Anatomy.” Key accomplishments:
❏ Increased ABC.com Community traffic by 216 percent through social media marketing, message boards, and fantasy games.
❏ Increased ABC.com Community revenue by 128 percent through the development of new advertising optimization systems.
❏ Managed a team of six developer and moderator contractors.
TECHNICAL PRODUCER
ESPN.com
Hartford, Connecticut Area
2005 – 2007
Hired by ESPN, the sports television network owned by The Walt Disney Company, to lead its development of ESPN Search, the search engine powering ESPN’s content syndication to search engines, mobile products, and content partners. Expanded role to encompass product development for search, sponsored advertising, and content syndication. Key accomplishments:
❏ Authored PRDs, developed, and managed ESPN Search, built to elevate trending topics and increase sponsored link revenue.
❏ Increased search traffic by 300 percent year-over-year by integrating search results contextually into site content.
❏ Increased sponsored link revenue by 250 percent year-over-year by optimizing sponsored link placement.
ADDITIONAL WORK EXPERIENCE
TECHNOLOGY ASSOCIATE
Bridgewater Associates
Greater New York City Area
2004 – 2005
Hired by Bridgewater Associates, one of the world’s largest hedge fund firms and manager of over $150 billion in assets, to develop and manage the technical integration of its equity and debt trade generation software.
CONSULTANT
Appian Corporation
Washington, D.C. Metro Area
2003 – 2004
Hired by Appian, a leading provider of business process management software to government clients, to serve as a consultant and product manager for Navy Knowledge Online, one of the world’s largest online education portals.
EDUCATION AND CERTIFICATIONS
B.S., COMPUTER SCIENCE
Massachusetts Institute of Technology (MIT)
1999 – 2003
M.B.A.
Cornell University
2011 – 2013
COMSCORE CERTIFIED EXPERT IN MYMETRIX
comScore, Inc.
2015 – Present
GOOGLE ANALYTICS CERTIFICATION
Google
2016 – 2017
