WHO: RICHARD CASTELLINI
Job: Chief marketing officer, Chicago-based CouponCabin.com, since May.
Vitals: 38 years old; bachelor's in history and economics, University of Notre Dame, 1994; MBA in finance, Northwestern University's Kellogg School of Management, 2002; management supervisor, Aldi Inc., Chicago, 1994-95; project manager, Hewitt Associates Inc., Lincolnshire, 1995-99; project manager, DigitalWork Inc., Chicago, 1999-2000; various positions, including chief marketing officer, CareerBuilder.com, Chicago, 2000-11.
Strong suit: Adept at both attention-grabbing, award-winning Superbowl ads and the data-driven intricacies of online marketing.
Track record: Among the pack of help-wanted websites at the turn of the century, CareerBuilder has emerged in recent years as the clear leader in traffic and revenue.
Résumé gap: Hasn't built a brand in such a fragmented, wide-open consumer market before.
Job one: Set goals for growth in traffic, revenue and brand awareness within 12 months. "We want to be the first mention when people think of their shopping experience," Mr. Castellini says.
Obstacle: There are hundreds of coupon distribution websites, many using off-the-shelf software. "The barrier to entry is much lower than it was," says James McClamroch, general manager for strategic partnerships in the Chicago office of Seattle-based Microsoft Corp., which has a minority stake in CareerBuilder.
The plan: "We have to find a voice for CouponCabin that's going to resonate with consumers," Mr. Castellini says. "We have to define a communication strategy to break through the clutter."
From this week's People
