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The Paid Search Tango:
Finding the Right Balance Between Technology and Marketing Strategy
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Irv Brechner
Executive Vice President
SendTec
Irv Brechner is Executive Vice President, Business Development, responsible for developing marketing strategies for SendTec clients. He manages the Leads2Customers program and has authored "All Roads Lead to the Web," a white paper on the all-important issue of offline-to-online tracking of web activity.
He joined SendTec in 2001 and brings more than 30 years of direct marketing and advertising experience. Irv was a founding partner of ALC Interactive where he pioneered one of the first performance advertising networks, TransAct!, one of the earliest landing pages, Dining a la Card and created the Smart Business Supersite, an early business content/ecommerce site.
Irv has written and published 15 books on a variety of topics; developed, published and marketed software for college-bound students; published "Enhanced College Profiles" magazine for students; created Automatic Software and starred in its infomercial; owned his own advertising agency; built the earliest database of computer owners identifiable by brand of computer; and while in high school, created and sold "The Six Foot Puzzle," at the time the world's largest crossword puzzle.
He holds a bachelor's degree in marketing from Seton Hall University.
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Tim Daly
SVP, SearchFactz Marketing & Strategy
SendTec
Tim Daly is Senior Vice President, SearchFactz Marketing & Strategy, responsible for developing marketing and testing concepts for new clients and launching new marketing business channels for SendTec. Tim oversees the Search Engine Marketing team and developed the technical framework for our proprietary bid management tool, SearchFactz.
Prior to joining SendTec, Tim was a senior marketing manager within Office Depot's direct marketing department, overseeing and developing acquisition marketing programs for both the online and catalog sales channels. During his tenure, the OfficeDepot.com website sales grew from $850 million to $2.5 billion over the course of three years, rapidly growing a profitable internet division to become the second largest e-commerce website in the world. He has also worked for multi-title catalogers Genesis Direct and Hanover Direct, as well as in the circulation department of the Rubin Periodical Group.
Tim holds a master's degree in marketing from the Lowry Mays School of Business at Texas A&M University and a bachelor's degree in business economics from the State University of New York at Oneonta.
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Sherry Chiger
Editorial Director
Multichannel Merchant
Sherry Chiger joined Catalog Age as features editor
in 1995; during her time with the magazine, it has won
numerous publishing prizes, including multiple gold awards
from the American Society of Business Press Editors.
Previously, Chiger was managing editor of American Salon magazine, for which she produced the award-winning annual Business Survival Guide, and Business and
Incentives Strategies magazine. She has also worked at
or written for a number of consumer publications, including Vogue, Mademoiselle, and YM, and
has written two children's books for Scholastic.
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