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Mequoda Services Team

Mequoda Executive Team & Team Leaders

Don Nicholas, CEO, Founder & Lead Instructor

As Mequoda Group’s CEO, Don Nicholas guides the company’s 35 person team’s interaction with all Mequoda Gold Member Organizations to explore, set and reach their multiplatform publishing and marketing goals. Over the past three decades, Don has worked with more than 700 B2C and B2B magazine and newsletter media brands. As Lead Instructor, he works closely with Mequoda’s research, analytics, consulting and systems teams to produce Mequoda’s daily newsletter, handbooks, online courses and the quarterly Digital Publishing & Marketing Intensive. In his spare time, Don is an avid sailor, reader and novelist. Don and his wife Gail have three adult children, three grandchildren and a five year old pug named Parker.

Kim Mateus, Executive Vice President & Planning Team Leader

Kim Mateus, EVP & Planning Team Leader at Mequoda, is the founder of the Mequoda Research Team and has documented and taught the best practices followed in the marketplace and by our publishers for more than a decade. She is Publisher of Mequoda Daily and in 2015 will do more than 20 strategic business plans for a select group of niche media publishing companies. Her business plans empower multiplatform publishers to leverage Mequoda’s CAROTME methodology for increased profits and success. Kim teaches the power of attraction, conversion, engagement and monetization at Mequoda’s events, along with website technology and business planning strategies.

Ed Coburn, Senior Vice President & Lead Consultant

As Alpha Client Team Leader, Ed Coburn leads a varied group of B2B and B2C clients through the process of building and monetizing their multiplatform publishing business. Over the past 30 years, Ed has become expert in content marketing, new product development and multiplatform publishing, while working for Mequoda and Harvard Medical School where he served as Publishing Director. Ed teaches courses in content creation, sponsorship revenue generation and organizational structure at Mequoda’s quarterly Digital Publishing & Marketing Intensive. Ed lives in Massachusetts and when not working is likely to be cycling, running, swimming, playing hockey, hiking or various other outdoor activities.

Luis Hernandez, Senior Vice President & Lead Consultant

As Bravo Client Team Leader, Luis guides a diverse list of B2B and B2C clients through the process of growing and monetizing their multiplatform audience. Over the past 25 years, Luis has acquired an in-depth knowledge of content creation, audience development and multiplatform marketing, while working for Mequoda, SIPA and Thompson Publishing Group where he served as Director of Publishing. Luis teaches courses in content strategy, sponsorship development and organizational management at Mequoda’s quarterly Digital Publishing & Marketing Intensive. Luis holds a BA in Journalism from St. Mary’s University in San Antonio, Texas — where he was born and raised — and an MA in English from Georgetown University. Luis resides in Washington, DC with his wife and two daughters.

Aimee Graeber, Chief Technology Officer & Lead Architect

Aimee Graeber is Mequoda’s CTO and Lead Architect. She is the architect of the Haven Nexus System and manages all system consulting, design, development, maintenance, training and support for clients. She sets and oversees the implementation of Mequoda Best Practices for all hosted systems. Aimee and her team also work with Mequoda Gold Member Clients to set and oversee the implementation of Mequoda System Best Practices for all systems hosted in the Haven Nexus Data Center. Aimee also works with clients who build and manage their own systems, advising them in how to maximize their existing environments.

Laura Pittman, Chief Operating Officer & Analytics Team Leader

Laura Pittman, Mequoda’s Chief Operating Officer is responsible for modeling, budgeting, reporting and analyzing data for Gold Member Clients. She works directly with Gold Members to help them understand the impact of the Mequoda System on their media businesses. This year, Laura will create and deliver more than 20 in-depth proxy metric models for Mequoda’s Strategic Planning Services clients. Laura is formally trained as an accountant, and is an expert in computer modeling, reporting and business analysis. She is a specialist in project management, fulfillment system reporting and direct marketing.

9 Skill Sets You Can Access as a Mequoda Client

Because multiplatform publishing requires a much more diverse skill set than traditional publishing, outsourcing has become one of the keys to creating a leaner, meaner 21st century publishing machine. Grow your niche publishing prowess by outsourcing these critical skill sets to Mequoda’s team of experts.

Chief Strategy Officer
A vast majority of CEOs today will tell you that strategy is not their strong suit. And why should it be? The CSO of a media company is a master of multiple economic models. At Mequoda, a CSO understands the economics of print and digital magazines, print and digital books, online stores, and a variety of events from live webinars and workshops to conferences with thousands of attendees.

Not only do CSOs understand the economics of all these various media types – both free and paid – they also know how to leverage content across all these platforms in the most efficient manner possible. Work with Mequoda and get access to a CSO that is expert in media economics, content marketing and organizational management.

Research Team
Mequoda’s research arm is what drives our business. Our entire strategy is the result of our research, and our software is derivative of that research.

Having a team to maintain and monitor all the evolving best practices and marketing policies for your digital publishing and marketing system is the key to running an efficient and profitable business. Mequoda’s research team members are documentation specialists and instructors whose job it is to make sure all systems directors and systems operators have access to relevant and consistent industry updates.

Chief Analytics Officer
Rarely does a niche publisher have the luxury of a dedicated analytics executive that brings both scope and depth on a myriad of analytics. A good outsourced CAO can see patterns in your data that an overworked on-staff marketing executive might miss. Plus, at Mequoda, this officer has access to data across dozens and dozens of similar media organizations.

We have a set of metrics around our ACEM strategy – Attract, Convert, Engage, Monetize – and our analysts are able to quote industry benchmarks in those 4 key areas. They know what the metrics are supposed to be and when performance takes a dip, they can identify the root causes and suggest actions to lift those specific key metrics.

Analytics Team
Working with your CAO is an Analytics Team, comprised of hard-working data analysts who plow through lots of data, often from multiple sources, in a small amount of time. What might take an experienced and dedicated analyst 10-12 hours to crunch would take the average marketer 20 hours or more to complete. Get unlimited access to these knowledgable data analysts when you become a Mequoda Gold Member.

Chief Technology Officer
CTOs have had to rapidly adapt technologically to the rise of tablet usage, responsive website design and marketing automation. An effective media company CTO understands how these technologies change the paradigm on which a publisher operates. CTOs must always have one foot in the present and one in the future, understanding how all existing technologies, from web to app to analytics, to customer service and content marketing, span and intercept to create an integrated CXMS (customer experience management system).

Outsourcing your CTO function to Mequoda gives you the benefit of all of the above, plus you’re working with a partner who is exclusive to your industry. This enables Mequoda to build a system that is easy to use and interfaces well with your product offerings and overall niche publishing business model.

UX Team
Your CTO’s User Experience Team is tasked with understanding all the functionality that a system provides and coding it so that minimum interaction is required. Their goal is to make the interfaces on both the front end (for customers) and the back end (for operators) simple and intuitive.

A multiplatform publisher should aim for a website that has task completion rates in the mid to high 90s, meaning 9.5 to 9.9 out of every 10 visitors on your site can find what they are looking for, both in products and content. UX engineers focus on building things that look the way users think they should look and function the way users think they should function. Outsourcing this to a team who understands your economic goals helps the system they design deliver those goals.

Content Team
The process of Internet marketing stretches traditional content producers to go beyond what they’ve known in the past. Having access to a team of professional journalists who, in addition to understanding good journalism, market psychology and economic behavior, also have SEO copywriting, social media optimization and advanced multimedia like video in their arsenal of skills. This skill set is key to succeeding in 21st century multiplatform publishing.

Partner with Mequoda to mentor, train and coach your internal content producers to create powerful content across multiple formats in multiple channels and master modern-day publishing.

Engineering Team
The goal of the CTO’s engineering team is to be unseen, unheard and unnoticed. The only time you should notice a systems delivery specialist, or a systems engineer is when something failed to work the way it should. These folks are the unsung heroes of a modern automated system. They ensure that all systems maintain a 99.999% uptime, that every transition is recorded and every email is delivered.

Systems Director
Under the CTO is your Systems Director. They are your single point of contact, responsible for implementing the strategy, interpreting the analytics and overseeing the technology. They are the quarterback for the entire Haven Nexus CXMS. The CXMS is a fully integrated database of your content, customers and business rules. System directors are efficiency experts and above all others, understand how to manage a complex system where these three databases interact in a way that your customer expects, and the operator spends minimal time executing.

The Systems Director understands the economics of your business and makes sure the rules that govern the interaction of all three databases operate accordingly and efficiently.

Schedule a call today to learn more about getting access to Mequoda’s team of digital publishing and marketing professionals.