About Scott Hoffman
I am a seasoned digital executive, leader, and strategist. I’m an expert in business communications, operational management; solution based selling, and revenue creation.
Throughout my career, I have been part of the leadership teams that have built ideas into multi-million-dollar companies with fortune 500 clients, hundreds of employees, and ground breaking technologies.
I’ve worn many hats in my career – sales leader, manager, marketer, strategist, and operations. As a result, I have a unique ability to manage multi-disciplinary projects and navigate complex challenges. But actual experience has taught me that my professional value boiled down to following:
I’ve been directing, selling, and leading development of digital media and data since the Web was born.
I am a multi-linguist of technology-driven business. I speak fluent geek, marketer, data scientist, trainer, salesperson, and difficult client. Understanding means fewer missteps, and missteps cost a fortune.
I don’t care who gets credit, I just want to win.
I have BIG ideas. Lots of people have Big ideas. Execution is what matters, and I do execution.
Way back in the day – I joined with Yahoo. At that time Yahoo was a relatively unknown and obscure company that had a web directory. Most people didn’t even know what the internet was at that time (beyond eMail which was already seeing massive adoption.) I had the chance to be part of a wonderful organization, and watch it grow in importance and value, both to consumers and brands. My primary role was to engage with fortune 500 companies like Proctor & Gamble and Pepsi and enlighten them on the power of internet marketing. I still count Jerry Yang & David Filo as my personal friends.
I got to work with Steve Case, former CEO of AOL on his vision for what the internet could do to disrupt the current health care system. The name of the company was Revolution Health, and we successfully launched a community based health care portal. Revolution Health enabled real time conversations and dialog about the health issues that mattered to people the most, their own. Revolution Health was sold to Waterfront media for an undisclosed sum; in a recent conversation with Michael Keriakos, co-founder and President of Waterfront said he couldn’t be happier with acquisition.
It was at Revolution Health were I first got the “social” bug, realizing that when people were allowed to talk with other people, the rules of the online media game changed. The big media corporations began to lose control of the conversation, and people gained the control, we are living in a time the will be remember for the democratization of media.
For the last few years along with some of the folks who we the core team building Advertising.com (now part of AOL) we started a company called Lotame, that took advantage of the vast and valuable amount of data that was being generated by users. The amount data is so vast that Andreas Weigend published a statement on the Harvard Business Blog that “In 2009, more data will be generated by individuals than in the entire history of mankind through 2008.” This data becomes a very powerful tool when placed in the hands of marketers, allowing them to reach the most desirable portions of an audience, with marketing messages that are relevant and personalized to them. Marketing Kismet some might call it.
It is really a remarkable time with so much self expression. Equally as important, there has never been so much technological development of “easy to use tools” for anyone to add their own voice (just look at this blog as proof, I can barely turn on a computer)
I don’t pretend to know everything. I am still a student and still look on in awe at what the internet community comes up with on daily basis. The rate of change and evolution is quickening. Maybe this blog, and writings will help you (and I) understand what the marketing possibilities are within this evolution.
Scott graduated from Syracuse University’s Newhouse School of Communications. Scott is currently lives in the New York City metro area, with his loving wife Sally, and his three beautiful children.