A General Manager to Drive Your Internet Marketing Strategy

What both types of CEOs have in common is the need for someone to execute their Internet marketing strategy on a day-to-day basis. Enter the Internet Marketing System General Manager and Publisher of your Mequoda Internet Hub.

Executive Summary

  • Every media organization needs a detail-oriented general manager to execute their ever-evolving Internet marketing strategy.
  • An Internet marketing system general manager must be an entrepreneurial, media agnostic, Internet-savvy direct marketer ready to sell books, newsletters, magazines, audio seminars, live events, membership websites and all manner of proprietary and third-party information products in the pursuit of maximizing the lifetime value of their Mequoda Internet Hub’s email newsletter subscribers.
  • A Mequoda System job description focuses on strategic vision and mission, objectives, goals and activities that link the general manager to their organization.

I am a lucky guy. I spend most days being an Internet anthropologist meeting with, and flowing around, people who are building and running Mequoda Internet Marketing Systems. When I’m not doing primary research and consulting, I’m discussing, designing, writing or teaching some aspect of someone else’s Internet marketing strategy.

“So,” you might ask, “Who’s running your Mequoda Internet Marketing System?”

The media CEOs I work with and study fall into two categories. First, there are the CEOs of larger media organizations who are trying to integrate an Internet marketing strategy into an existing successful, multi-product publishing business. Next, there are the celebrity authors, speakers and consultants who are building a media organization on the foundation of their expertise. I fall into the latter category.

What both types of CEOs have in common is the need for someone to execute their Internet marketing strategy on a day-to-day basis. Enter the Internet Marketing System General Manager & Publisher of your Mequoda Internet Hub.

A General Manager to Drive Your Internet Marketing Strategy

For me, that person is Laura Pittman, Mequoda Group’s General Manager and Publisher. Laura and I have been colleagues for 20 years and have started and sold several successful media companies. I always get the job of being the visible outside guy, while Laura quietly keeps the wheels on the bus and the trains running on time.

Laura is a diligent, hard-working, no-nonsense operations person who is formally trained as an accountant. She is an expert in computer modeling, reporting and business analysis. She is a specialist in project management, fulfillment system reporting and direct marketing.

Like I said to begin, I am a lucky guy. With Laura running the day-to-day business and editorial operations at Mequoda Group, I’m free to be the outside guy who wanders the countryside learning and teaching publishers about Internet marketing strategy.

With that introduction, I thought I might share Laura’s Mequoda Group Job Description for 2006, complete with her responsibilities, objectives, goals and weekly activities.

Mequoda Group
General Manager & Publisher
2006 Job Description

Vision & Mission: To help periodical and book publishers harness the Internet by providing them best practice guidelines and relevant case studies on Internet strategy, marketing, design and technology via print, digital and live information products.

Specific Responsibilities: Mequoda Group’s General Manager and Publisher is responsible for all business and editorial operations for the Mequoda Media Network. Her key metrics are active Mequoda Daily subscribers and the annualized revenue per Mequoda Daily subscriber.

Team Members: Associate Publisher, Managing Editor, Webmaster, IT Director Fulfillment Manager and Editor and Managing Director (that would be me).

2006 Strategic Objectives:

  • Grow the Mequoda Daily subscriber file to 10,000 by year-end 2006 by providing the highest quality user experience with available resources.
  • Generate an average of $20 in net revenue for each active Mequoda Daily subscriber via the sale of Mequoda Media products and trusted third parties like Amazon and Nielsen Norman Group.

2006 Strategic Goals:

  • Produce and execute four weekly editorial tips on Internet marketing strategy, Internet marketing systems and website design and usability for the Mequoda Daily that perform as outbound emails to maintain subscriber loyalty and double as effective website attraction and conversion architecture content to build the Mequoda Daily subscriber file.
  • Produce and execute two weekly email marketing efforts for Mequoda and third party media products that maximize Mequoda Media Daily subscriber lifetime value.
  • Produce and market 144 in-depth reports on Internet marketing strategy, Internet marketing systems and website design and usability for the Mequoda Library and feature 12 reports as freestanding products in the Mequoda Report Series and six as Mequoda Audio Seminars.
  • Produce and market four multi-media Mequoda Learning Programs in video, audio and course book formats on Internet Marketing Strategy, Internet Marketing Systems, Landing Page Driven Marketing and Website Design and Usability.
  • Produce and market 12 free Mequoda System Special Reports and their respective sales letter landing pages and up-sell order flows.
  • Produce and market the 2006 Mequoda Media Summit in September of 2006.
  • Launch and build the Mequoda Group affiliate marketing program.

Weekly Activities:

  • Forecast and reconcile all business activity using the Mequoda Internet Marketing Model using required accounting, fulfillment and reporting systems. Produce all weekly and monthly reports required to provide course feedback to team members.
  • Coordinate, support and benchmark all editorial content and product development.
  • Coordinate, support and benchmark SEO, PR, link-building, affiliate, email, telephone and direct mail marketing programs for all landing pages and products.
  • Coordinate, support and benchmark IT System and Fulfillment System activities.
  • Coordinate activities as required with publishing team members.

Suggested Discussion Topics:

  • How similar or different is the job description for your General Manager?
  • Which of the above objectives, goals or activities is most important?
  • Is there anything missing in the job description?

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