Benjamin Michael McFerren .
1521 Alton Rd. #200 mcferren@seasidesyndication.com www.seasidesyndication.com
Miami Beach, FL 33139 Skype: benjamin205 www.facebook.com/benjaminmcferren
786-357-1485 MSN: bmcferren@live.com www.twitter.com/mcferren
www.myspace.com/mcferren
Objective .
Develop market-disruptive products & venues; manage effectively through efficient production & inexpensive viral marketing
Work Experience .
07/2007 – Current: Sea * Side Syndication Owner & Founder
03/2007 – Current: Environmental Coalition of Miami Beach Executive of Brand Development
07/2004 – 07/2007: Teachade Founder, UI, Product & Content Mgr.
01/2004 – 07/2004: Clinton Foundation (Convex Group) Project Coordinator & Content Manager
05/2003 – 12/2003: Fitzgerald & Company (McCann Erickson) Business Dev. & Media Planner/Buyer
01/2002 – 04/2003: Krome Communications Account Coordinator
08/2002 – 11/2002: Fox Sports Net Pittsburgh Production Assistant
04/2000 – 01/2002: Phat Kat Publications Owner & Founder
04/1997 – 08/2000: Augusta GreenJackets Baseball Club Assistant Director of Sales
Education Graduated: 12/02 GPA: 3.0 .
2000 – 2002: University of Pittsburgh Business Administration: Marketing
1999: University of Puerto Rico, Rio Piedras, PR National Student Exchange
1998-1999: University of South Carolina Spanish & Sports Administration
Fluency .
English Intermediate Spanish
Programming Languages and Software Proficiency_____ .
HTML Windows PHP Javascript Flash MySQL XML Crimson Editor
FTP Listmaker Mac Paint.net Office Excel Winsp DreamWeaver
Skype Pligg Drupal Filemaker Firebug iTunes Jzip OpenOffice
Firefox OOTP iTunes Cloudberry Yuuguu Safari IE GoToMeeting
Chrome Photoshop Fireworks Illustrator Homesite Tweetdeck CSS MSN Messenger
Recommended Web Tools .
Digg Vevo Drudge Report MySpace Facebook Twitter
Congdon Pandora onlybucs.com NewsClipper.org Feedburner archive.org
Wired Flickr TechCrunch eschoolnews Wikipedia NetFlix,
Mashable MLB.tv Imeem iLike Yahoo Pipes Drop.io
Google Docs Gmail Hulu Google Adsense Google AdWords Youtube
Recommended Books .
Wikinomics Zen & the Art of Motorcycle Maintenance Reality Check
Don Tapscott Robert M. Pirsig Guy Kawasaki
No Static The Medium is the Message Audacity of Hope
Quincy McCoy Marshall McLuhan Barack Obama
Contacts .
Available Upon Request
Sea * Side Syndication Owner & Founder.
www.seasidesyndication.com Media Consulting & Business Plan Creation
Miami Beach, FL 7/07 – Current
Responsibilities .
User Interface Design Project Management Strategic Planning
Web Development Contract Negotiation Fund Raising
Content Management Online Social Marketing & Metrics Market Analysis
Government Relations Media Planning Supplier Chain Mgmt.
International Contractor Mgmt. Prototypes SEO
Industries .
Environment Education Non-Profits
Satellite Television Global Football / Soccer Digital Music
Sunscreen Politics & Campaigning Entertainment
FootSchool 2009 to Current.
• www.footschooltv.com
• Developed a Competitive Landscape of the youth football / soccer market in the United States as well as the web
presence of professional football / soccer
• Produced a model prototype and currently managing /QA a team of developers in Berlin and India: LAMP, Drupal CMS,
Video repository, Google Analytics, PHP Motion, HTML, CSS, Flash, XML Data Pipeline
• Negotiating Content Contract with STATS, AP, and News Corp for Professional Soccer Team Statistics, Standings, New
Articles, Photo Libraries and more
• Developing a Strategic, Grass Roots Marketing Strategy that involves a field team filming on location while registering
users for accounts on the website
• Allocating content from creative producers over to our website and social satellites: Facebook, Twitter, Myspace, Youtube
A Toda Musica 2009 - Current.
• www.atodamusica.com
• Produced a model prototype and currently managing /QA a team of developers in Berlin and India: LAMP, Drupal CMS,
Video repository, Google Analytics, PHP Motion, HTML, CSS, Flash, XML Data Pipeline
• Coordinating with a team of content producers and allocating content strategically over our website and social satellites:
Facebook, Twitter, Myspace, Youtube
• Negotiating Content Contract with Universal Music Latin American Group: Live Audio and Video Footage, Lyrics Libraries,
Concert Playlists and Schedules, MIDI data, album art, ect...
• Developing Market Analysis of the online Musica Regional Mexicana genre in the United States as well as the web
presence of Latin American Music
Web Page Development 2008 - Current.
• Self taught HTML, CSS, Flash, PHP, & Javascript from www.W3schools.com
• Grew client list and built websites: youngdemocrats.ning.com , www.longlifeautomotive.com ,
www.5thavenuephotos.com , www.dpiracing.com , www.hsconstruction.net , www.marsymcferren.com
www.dpicare.com , www.girlpoweredplanet.com , www.aquspacific.com , www.miamicdc.com , www.medicholistic.com ,
Environmental Coalition of Miami Beach 2007 - Current.
• www.ecoartgallery.org
• Created the Eco Art Gallery by the Sea: A fund-raising campaign to clean the beach, hire after school workers, decorate
the beach front litter bins with design from local artists , and raise money from local and corporate sponsors
• Produced statement of work , project budget, negotiated price/time frames with printer & litter bin manufacturer
• Successfully lobbied community for permission to use beach front litter bins: City & County Mayors, Commissioners,
Green Committee, Green Building Council, & the Miami Beach Chamber of Commerce
• Produced and syndicated all marketing materials as related to the project: Press releases, Call to artists, Website where
artist submitted their entries, ad creation/placement in the Sun Post & Miami Herald
• Partnership with Shake-a-Leg Miami to raise $10,000 in computer equipment from Best Buy
• Total Non-Profit Fund-raising: $82,000 to date
Teachade Founder, UI, Product, Content, & Community Manager.
www.teachade.com K-12 Education Portal
Miami, FL & Cambridge, MA 7/04 - 7/07
Responsibilities .
User Interface Design Project Management Strategic Planning
Content Procurement & Mgmt. Multimedia Production Event Management
Online Social Marketing International Contractor Mgmt. Market Analysis
Research, Development, & User Interface / Experience Design .
• Performed thorough research of the competitive landscape and all existing functionality/experiences
• Identified and documented project requirements from user data, industry research, web investigation, school purchasing,
interviews and surveys gathered at over 20 education technology trade shows, and parent/teacher/student interviews at
our test school located on Fisher Island
• Developed the scope of the site with regard to functional specifications and content requirements
• Developed the site's structure and articulated how these variables were bridged together:
a) Different types of teachers (subjects/grades interests) and their longtail
b) Different types of resources (learning resources , assessments, ect) and their priorities
c) Different stakeholders (teachers, parents, students, administrators, vendors, etc..) & their values
• Developed the site's structure and articulated how these variables were bridged together:
a) Wire-framed the site's skeleton and produced interface design, navigation design & information design
b) Translated user feedback into page mockups, component listings, site maps, statements of work, and version
specs for each iteration of the website's surface
c) Contemplated variables to uncover the business model behind the website
Project Management .
• Managed web contractors located in Miami, Sacramento, Cambridge, & India through alpha and beta development
phases of an educator web portal where teachers share resources
• Translated project requirements into version specs and statements of work, complete with site maps, mock ups, and
thorough explanations of functionality requirements
• Negotiated pricing structure, hourly rate, and time lines for each version/iteration with web contractors
• Quality managed production throughout the entire development phase of each version based on initial statement of work
• Identified bugs during pre-release of each version and logged them into Bugzilla for the developers to fix
• Met spec requirements within listed time frames
Content Creation & Management .
• Managed Content Procurement & Production of over 200,000 web-based teacher resources
• Managed 30 paid teachers responsible for resource collection and tagging by subject, grade, and topic
• Managed 10 teachers on a project to produce 10 flash-based multimedia games
a) Gathered vision and story boards from participating teachers
b) Translated teacher direction into a statement of work, complete with game mapping & user-interface navigation
c) Negotiated hourly rates and time allocation with multimedia agencies
d) Quality managed production throughout the entire development phase based on initial statement of work
e) Identified bugs during pre-release of each version and logged them into Bugzilla for the developers to fix.
f) Met spec requirements within listed time frames
• Managed Indian web publishing company to translate & tag over 500 flash-based learning games
a) Revised scripts of flash-based learning resources (Rupees to Dollars, Cricket to Baseball, etc...)
b) Selected voice-over talent
c) Tagged each resource by subject, grade, topic, then batch loaded them onto portal
Community Relations .
• Recruited 10,000 community users from online forums, teacher conferences, & focus groups
• Traveled extensively to national teacher conferences and trade shows to
a) Represent the Teachade product
b) Recruit teachers
c) Court vendor participation
d) Gather feedback/requirements for future site improvements
Clinton Foundation Project Coordinator.
www.clintonpresidentialcenter.org Presidential Library
Atlanta, GA 01/04 – 07/04
• Supported creation of the Presidential website to coincide with the unveiling of the William J. Clinton Center in Arkansas
• Managed writers, graphic designers, & editors in order to publish numerous web-based articles documenting President
Clinton's achievements and on-going initiatives with the Clinton Foundation
• Organized thousands of photos and video highlights of President Clinton's years in office as well as the construction of
the Clinton Presidential Center
• Indexed 25,000 presidential documents into a searchable/browse-able database, all hotlinked to articles, book excerpts,
pictures & other multimedia (Video & Flash-based widgets). Managed web programmers to upload all content
Fitzgerald & Company (McCann Erickson) Business Dev. & Media Planner/Buyer.
www.fitzco.com Marketing & PR Agency
Atlanta, GA 05/03 – 12/03
• Coordinated RFP production for the Director of New Business Development & the EVP Managing Director
a) Coordinated deliverables from agencies departments: Creative, Media Planning/Buying, Promotions, PR
b) Developed market analysis, consumer targeting, & researched historical/potential strategic partnerships
c) Participated in sequential client acquisitions: Rubbermaid, GMAC Insurance & Carrols Corp., & Choice Point
• Media planning/buying for Durex Condoms, Raymond James Financial, Afflac Insurance, & Srixon Golf Equipment
a) Produced insertion orders and scheduled media placement across print, outdoor, internet, and television
b) Negotiated with media sales professionals for clout pricing
c) Used MRI and Scarborough subscription databases to identify market data and assemble media plans for
clients: Audience targeting data, Competitor ad placement, Reach and frequency of ad opportunities
Krome Communications Business Dev. & Account Coordinator.
www.krome.com Marketing & PR Agency
Pittsburgh, PA 01/02 – 04/03
• PR placement for Atlantic luggage – successful placement in the Chicago Tribune Review Travel Section (soon after 911)
• Cold-called phone surveys with City and County Water maintenance supervisors across the nation for the Calgon Carbon
• Worked with Creative Department and Account Executives on ad and brochure production for Red Valve
• Produced research and analysis of the baseball trade show and merchandise market for BWP Baseball Bats
• Qualified new business prospects, secured sales meeting appointments, successful client acquisition (Dynovox Systems)
• Assisted with content development of a brochure-ware website for Allied Security
• Produced a prospect lists, sent invitations, and made follow-up calls to potential attendees of Krome's hosted seminar on
“Trade Show Strategy for a Post Recession Economy”
Fox Sports Net Pittsburgh Production Assistant.
http://en.wikipedia.org/wiki/Fox_Sports_Pittsburgh Live Television
Pittsburgh, PA 08/02 – 11/02
• Video production & coordination for live television broadcast of a nightly sports highlights program
• Assisted producer in segmenting planned footage for each night while assisted director with on-site filming of sports
• Cutting and editing in bay to produce video packages segmented within the broadcast
• Prepped on-screen talent and fed the teleprompter with transcribed news
• Managed audience participants of the call-in portion of the show
• Assisted director with queues, camera set-up, and camera selection
Augusta GreenJackets Baseball Club ____ Assistant Director of Sales.
www.greenjacketsbaseball.com Minor League Baseball Team
Augusta, GA 08/98 – 08/00
• Qualified new business prospects & secured many successful client acquisitions (During the day)
• Sold Outdoor Advertising on the Outfield Wall ($30,000) & Sold Print advertising in the yearly program ($20,000)
• Sold group ticket packages and season ticket packages ($30,000) & Sold reduced priced “Merchant Night“ ticket
packages to local businesses ($8,000 and 3 sellouts)
• Worked pre/during/post game management (During the night)
• Managed sponsor promotions/games in between innings
• Managed press booth and catered to the needs of reporters
• Attended the MLB Winter Meetings '98, '99 (Nashville & Anaheim)
