Tom Sakell
Arlington, VA l 703.598.6857 l tsakell@gmail.com l harborsights.com
Executive Summary of Qualifications
I guide projects that provide clear direction for my users, explicit goals for my team and quantifiable, actionable data for
my executive team. I think big, don't underestimate my client or users and challenge my team and peers to strive for excellence.
Core Skills
Digital Strategy l Ideation l Vendor Management l Project Management l Content Strategy l Lead Generation
Professional Experience
Web Director, FrontPoint Security (2011-2013). Frontpointsecurity.com
FrontPoint Security is a national leader in the home security industry. First responsive design website in the industry.
 Created responsive design website. During redesign, realized the need and opportunity for one site that would work in multiple
devices, as well as streamline SEO strategies for mobile. Working with creative and interactive vendors, created first responsive site in
the industry, content management (Sitecore) and video platform (Brightcove).
 Provided online strategic vision. Embraced opportunity as thought leader to create an unique online presence. Conceived content
strategy, focused on user experience principles to create interactive features to transform online users into sales leads.
 Managed multiple vendors. Wrote requirements, RFPs, selected and managed vendors for new CMS (Sitecore), video platform
(Brightcove), digital agencies, analytics and web optimization.
 Built a web team. Recruited, hired and managed a team of three web managers, who focused in scripting and web development.
Provided hands-on leadership and strategic direction. Directed entire department in 6-week scrum, launch project.
 Led website optimization. Responsible for segmenting affiliate marketing users through use cases and profiles, then delivering targeted
content. Employed a/b testing to define success.
 Business planning and reporting. Presented weekly, monthly and quarterly business reports to executive teams. Conceived business
plans and strategy and identified new opportunities for the interactive business.
Webmaster, Consultant / Harbor Sights (1997 – present). Harborsights.com
Founded a small business to create high-end websites for medium-sized businesses, working full cycle from concept to deployment.
 Led project scope for redesign (2011). Project lead for re-launch of XO.com. Scheduled original project plan, wrote BRD, FRD; scoped
content plan; hired contract writers, editors. Led recruitment, RFQ and hiring process for interactive and SEO partners.
 Delivered business analysis (2011). Gathered and wrote functional requirements for SiriusXM Radio mobile website (m.sirisusxm.com).
Worked in NY and DC offices to interview stakeholders and manage meetings with creative vendors.
 Manage multiple projects. Schedule work and timelines with clients; manage free-lance illustrators and database programmers.
Led redesign of haircuttery.com (2003), a national chain of hair salons.
 Be the user agent. Weave user experience, content strategy, information architecture and incoming traffic (search engine optimization)
to create a full digital strategy for clients.
 Prototype and design websites. Storyboard ideas and concepts; art direct and design websites, graphics, photographs.
Offered full digital strategy for clients.
 Program websites. Write JavaScript, jQuery, ActionScript and CGI scripts; use Cascading Style Sheets in .NET, HTML5, HTML and XML.
 Write and edit content. Employ excellent writing and tremendous editing skills. Convert complex information and ideas into clear,
compelling narratives.
Sr. Manager, Interactive Communications / Vovici (2009 – 2011). vovici.com
Directed online strategy in user experience, usability and SEO. 2010 Markie award-winning team for Eloqua database project.\
 Launched website redesign. Created vision for the site, wireframed and prototyped pages in collaboration with creative agencies.
 Managed creative, technical vendors. Created requirements and standards; wrote RFQs for creative, programming and content
prospects; selected and managed vendors.
 Established e-mail campaign success within Eloqua. Created progressive forms, which helped win 2010 Markie award at Eloqua
Experience conference.
 Created SEO, social media programs, spectacular video strategies. Directed two days of video shoots during conferences, produced
more than 40 videos for content on website and social media channels.
Manager, Interactive / Washington Speakers Bureau (2008 – 2009). Washingtonspeakersbureau.com
World-class, speakers agency. Developed online alternative to annual print brochure, saving $90,000.
 Managed vendors. Oversaw technical and creative freelancers while developing online strategies to track user experiences.
 Crafted social media strategy. Developed LinkedIn, Wikipedia, Facebook and Twitter for bureau and speakers.
Manager, Interactive Communications / ESI International (2006 – 2008). Esi-intl.com
National leader in project management training. Helped develop global strategy.
 Led website development. Developed content, creative and applications for company website; helped drive implementation of new
content management system (Sitecore).
 Created global websites. Served on globalization team to create strategy for global website and led strategic, creative and technical
online projects in five Asian countries.
 Managed internal and external vendors. Managed internal IT relationship and evaluated business and technical requirements for
external global strategy vendor.
Webmaster / Visual Networks (2004 – 2006). Visualnetworks.com
 Launched website redesign and intranet. Created vision for the site, wireframed and prototyped pages in collaboration with creative
agencies, and internal IT vendors. Blended Flash, HTML, Cold Fusion, JavaScript and CSS.
 Developed internal sales channels. Created direct sales extranets for resellers and channel partners.
Graphics, Design Editor / USA TODAY (1991 – 1997). Managed visual presentation of baseball coverage.
 Executed deadline journalism. Developed short- and long-term editorial projects and directed design and covers.
Education and Certifications
M.Ed., Instructional Design & Development, George Mason University
B.A., Journalism, Pennsylvania State University
Graduate Certificate, e-Learning, George Mason University
Associate’s Certificate, Project Management, The George Washington University
Technical Experience and Skills
Programming
 Javascript, jQuery, HTML 5
 CSS 3, ActionScript 3
SEO and Web Analytics
 Google (Analytics, AdWords, Webmaster Tools)
 WebTrends
Speaking
 e-Gov Conference, Washington, D.C.
 Traveling corporate trainer (Javascript, MS Front Page)
Platforms
 CMS (Sitecore, Ektron)
 Video (Brightcove)
 E-mail: Eloqua, Constant Contact
 Survey: Vovici, Survey Monkey
 Project Management: Microsoft Project, Basecamp