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Lee Drasin

Lee Drasin

E-Commerce Content Strategist

Digital marketer & e-commerce consultant from Belkin.

Lee Drasin is a marketing pioneer with digital and e-commerce expertise in content strategy, Facebook and Instagram marketing (campaign creation and optimization), Dynamic Creative Optimization (DCO) advertising, and website conversion. With decades of creative leadership as both client and vendor, he has developed marketing campaigns for global consumer brands, including Beachbody and Belkin. Lee has also worked as a creative director of worldwide theatrical marketing at Universal Pictures, crafting digital marketing campaigns for tent-pole films such as King Kong, The Fast and the Furious, The Mummy, American Pie, Dawn of the Dead, and Bridget Jones.

Content Strategy
Advertising
Digital Marketing
E-Commerce Content
E-Commerce Content Strategy
Creative Strategy
Creative Direction
Social & Digital Strategy
Facebook Marketing
Instagram Marketing
Campaign Design
Consumer Content
Film Production
Integrated Marketing Strategy
Social Media Marketing
Web Analytics
Conversion Optimization
Content Development
Digital Media
Search Engine Optimization
Search Engine Marketing (SEM)
Lee Drasin

Lee Drasin

Digital marketer & e-commerce consultant from Belkin.

E-Commerce Content Strategist

Lee is Available for Projects

Work with Lee

Employment Highlights

Digital Marketing & E-commerce Consultant

Independent

May 2018 - Present (2 years 5 months)

Senior Director of Creative Operations

Beachbody

April 2015 - April 2018 (3 years)

Marketing Consultant

Independent

September 2013 - March 2015 (2 years 6 months)

Director of Interactive Marketing

Belkin

September 2011 - August 2013 (2 years 11 months)

3 More Entries

Education Highlights

Bachelor of Science

Emerson College

September 1992 - May 1996 (4 years 8 months)

Resume

Digital Marketing & E-commerce Consultant

Independent

May 2018 - Present (2 years 5 months)

  • Consulted on digital marketing and e-commerce content strategy.
  • Created and optimized Facebook and Instagram marketing campaigns.
  • Developed Dynamic Creative Optimization (DCO) advertising and website conversion, including UX/UI, content development, SEO, SEM, and KPIs.

Senior Director of Creative Operations

Beachbody

April 2015 - April 2018 (3 years)

Beachbody, a consumer products company, is a home of some popular in-home fitness and weight loss products, including P90X®, Insanity®, FOCUS T25®, and Shakeology®.

  • Managed the day-to-day operations of Beachbody’s over 55 internal creative departments inclusive of project management for copywriting, design, merchandising, and printed collateral; resourcing, process innovation, and team leadership are attributes of this collaborative role.
  • Oversaw strategic deployment of resources and identification of efficiencies that allowed the department to take on a historic 2,200 design and copy jobs in 2017 (up 10% YOY) despite a 43% decrease in overall team size.
  • Estimated annual labor and G&A budgets effectively while improving budget tracking process for unprecedented accuracy; identified tens of thousands in cost-saving and reduction opportunities for a consistently balanced creative budget despite deep cuts in funding.
  • Brought maximum impact to the role by successfully refining brand marketing creative briefs, SOP’s, and project management protocols to keep pace with the business; improved intake SLA by faster than 50%.
  • Coached the project management team for optimal daily performance and efficiency, and mentored them for long-term development and personal growth leading to a record-number of promotions.

Marketing Consultant

Independent

September 2013 - March 2015 (2 years 6 months)

  • Provided marketing consultation and project management for Hulu, including one-sheets, outdoor, and digital.
  • Managed a project amounting $1M for Beachbody e-commerce portal redesign.

Director of Interactive Marketing

Belkin

September 2011 - August 2013 (2 years 11 months)

  • Created the infrastructure for Belkin's interactive marketing department with stewardship over design, back-end development, launch readiness, segment marketing, and project management in support of global product launches and market expansion.
  • Grew Belkin’s social media footprint across Facebook over 2,400%, Twitter over 900%, and Instagram via promotions and content strategy leading to a dramatic spike in brand affinity and repeat sales.
  • Produced front and back-end redesign of Belkin’s flagship site with expanded international reach; increased Belkin.com conversion by over 300% in partnership with retail marketing division.
  • Augmented outbound email communication by 700% while increasing the average open rate to above 15% and decreasing unsubscribes to less than .5%.

Digital Media & Creative Strategy Director

Petrol Advertising

January 2008 - August 2011 (4 years 7 months)

PETROL is an advertising company specializing in the youth-driven, 18-45 demographic, and has pioneered the iconic visuals and marketing strategies.

  • Co-created the digital marketing division of PETROL which grew to be responsible for ~20% of the company’s annual revenue.
  • Produced robust gaming, electronics, and film campaigns such as content marketing strategy, community building, brand websites, mobile apps, banners, social networking, for titles garnering tens of millions in retail profits.
  • Conceptualized and produced acclaimed franchise campaigns, including PlayStation, MSNBC programming, UFC, Batman Arkham Asylum, World of Warcraft, WWE, God of War, Red Faction, and Darksiders.
  • Developed content marketing strategy, proposal writing, pitching, execution, and analytics.
  • Oversaw project timelines, scheduling, drafting budgets, burn rate, and 11 direct reports.

Digital Marketing Consultant

Independent

April 2006 - December 2007 (2 years 8 months)

  • Provided marketing consultation for 20th Century Fox and Signatures Network (acquired by Live Nation).
  • Planned digital marketing campaigns, including web, SEO/SEM, email, social media, and display advertising.

Creative Director of Worldwide Theatrical Marketing

Universal Pictures

May 2000 - March 2006 (6 years 10 months)

  • Co-created the online marketing department for the studio and produced global launch of over 50 online film campaigns grossing billions of dollars globally.
  • Crafted trail-blazing digital marketing campaigns for tent-pole films, including King Kong, The 40-Year-Old Virgin, The Bourne Identity, 8 Mile, The Hulk, Cat in the Hat, Dawn of the Dead, E.T: 20th Anniversary, and franchises for The Fast and the Furious, The Mummy, American Pie, Bridget Jones, and Meet the Fockers.
  • Developed sites, banners, email, social, co-branded content partnerships, influencer engagements, sweepstakes, localization (EMEA and APAC territories), and special projects with many industry-wide firsts.
  • Managed content marketing strategy, cross-divisional collaboration, and setting data-driven KPIs.
  • Liaised with filmmakers, senior executives, home entertainment, vendors, and the MPAA.
  • Oversaw the Universal Pictures.com redesign; managed content and homepage strategy resulting in a dramatic increase in both unique visitors and page views and optimized UX based on consumer insights.

Education

Bachelor of Science, Mass Communications

Emerson College

September 1992 - May 1996 (4 years 8 months)