Groupon says its focus is on the bottom line, rather than top-line growth.
She will handle buy-side course development and marketing operations on the East Coast.
Fort Lauderdale, FL (February 10, 2011) The Laredo Group, Inc., the leading training and consulting firm, today announced that Kendall Allen, a 20-year veteran of traditional and online marketing, advertising, and publishing has formally joined the company as Vice President. After a year and a half of working with the company as an adjunct instructor and consultant, she will now be based full-time in New York and handle buy-side course development and marketing operations on the East Coast. Additionally, Ms Allen will continue as a Laredo Group instructor for courses including Search Engine Marketing for Professionals, How to Build a Digital Agency or Division, and other courses now in development as part of her responsibility to drive the expansion of The Laredo Group's curriculum and competitive offerings in the marketplace.
“Kendall has been an important part of our team, and significant contributor to the success of our clients and the training programs we do for them for over a year. She understands how important digital media knowledge is in the new media world, while also appreciating its role as just one of the many channels companies must use today for truly integrated media communications,” says Laredo Group CEO Jeff Leibowitz. "Kendall's additional contribution as a key executive for Laredo Group will no doubt be welcomed by the many clients she has already helped, and we look forward to the new course and management contributions she will make over the coming years."
Ms Allen founded Influence Collective, LLC (New York) in 2008, advising and directing special projects for agencies, publishers and brands on marketing and media operations. This included her work in 2009 on special projects, establishing digital properties for women on business and career. Before that, Ms Allen was interim Senior Vice President, Digital Marketing Services for ‘mktg’ (formerly CoActive Marketing Group) (New York) in charge of industry relations, thought leadership, new business development, and client development for the country’s largest experiential marketing firm. Earlier, Ms. Allen was a Managing Director at Incognito Digital, LLC, (New York) a privately held boutique digital agency and development studio operating as a sister business to IndustryNext, LLC. She was also Director Client Services, Eastern Region for iCrossing (New York) in 2005 and 2006.
"Kendall is a highly regarded thought leader in media and marketing circles and was on the ground floor of Search, as the original executive at one of the industry's first SEM agencies, Fathom Online," says Leslie Laredo, Founder and President of The Laredo Group. "We are very pleased to have her join our management team and allow us to leverage her exceptional industry relationships and extensive search and agency knowledge for our training programs."
From 2003 to 2005, Ms Allen was with Fathom Online Corporation (San Francisco) a privately held SEM firm as a founding member of the executive team and VP Strategic Services, then later as Sr. AE/Director Client Services, Eastern Region. Her eventual move east for the company was to build on the client base she had established in the early period of the business. Once in New York, as the office was established, she successfully collaborated to grow regional business, top-line at 30% month over month and was responsible for harvesting NY cross-industry client base including VOOM, FedEx, Digitas Boston, Stein Rogan, Cendant, and CMP. In the years since, she has become a visible and respected leader in regional media and advertising circles, known for her client work and thought leadership.
Earlier in her career, Ms. Allen served as General Manager, Western Region for Circle Euro RSCG (San Francisco); Director of Business Development, then Director of Client Services for USWEB/CKS Corporation (San Francisco) and Director of Consumer Marketing for AOL's Thrive (San Francisco).
Kendall has written f0r The Chicago Tribune and Sunset, Mother Jones and Windows NT magazines. She now contributes heavily to industry thought leadership, as regular speaker, moderator and panelist. She is an editorial contributor to Media Post, where she writes a popular weekly column; and is member of the iMedia Advisory Board. Ms Allen also sits on the Producers Guild of America, New Media Executive Council; the Association of Downloadable Media, Ad Council; the Ad Club of New York Digital Marketing and Media Council, and serves on the Board of Directors for 212NYC as the organization’s Vice President, where she oversees the Professional Development programming series.
Ms Allen holds a M.S.J. in Magazine Publishing from Northwestern University's Medill School of Journalism; a B.A. in English Literature from Ohio State University; and an M.A. in English Literature from L'Universite de Montreal.
The Laredo Group is the globally recognized leader in interactive advertising and media training, and interactive media business consulting, helping clients increase sales and decrease costs in online advertising buying and selling, digital marketing, and publishing monetization and optimization. The company provides standard public training seminars around the U.S. and world, as well as customized sales training and coaching for companies, and media training for agencies, planners, buyers and marketers. It also offers custom consulting services designed to increase the revenue potential and production of staff and products for online and cross-platform/integrated advertising and marketing products and programs. The client list of The Laredo Group includes many of the world’s largest and most successful companies as well as smaller firms, start-ups and many industry associations. Founded in Cambridge, Massachusetts in 1996 and, now headquartered in Fort Lauderdale, Florida, with additional operations in New York City, the company’s services are available worldwide.