Paul Geller, Product Manager in Vancouver, BC, Canada
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Paul Geller

Verified Expert  in Product Management

Product Manager

Location
Vancouver, BC, Canada
Toptal Member Since
February 13, 2020

Paul is an experienced brand marketer who built a career helping insurgent brands like William Morris Endeavor, MADE, MILK, and others that disrupt the digital landscape. After creating and selling one of the first search marketing agencies in the US, he led the rebranding of a high-profile multinational nonprofit and built the digital media apparatus for Mike Bloomberg's 2016 presidential run. Paul now advises startups on brand marketing strategy and DTC customer acquisition tactics.

Project Highlights

Bloomberg '16
Ran the new media strategy for Mike Bloomberg's 2016 campaign.
The Kabbalah Centre International Rebrand
Oversaw a multicountry, multilanguage, multicharacter-set technology-focused rebrand of this ancient institution.
Beluga by Grooveshark
Led the information products team and designed the business requirements.

Expertise

Work Experience

Founder

2018 - PRESENT
Holy Seed Beverage Group
  • Launched the first premium hierbas brand in the world.
  • Broke ground as one of the first D2C-primary spirits companies in North America.
  • Developed high ROAS channels for marketing and delivering spirits across state lines.

Founder

2015 - PRESENT
Channelshift
  • Helped businesses, governments, and nonprofits build technology for the future and bring it to market at this New York-based marketing, technology, and regulatory advisory.
  • Oversaw communications and marketing for multiple Seed and Series-A rounds.
  • Facilitated the launch of a non-fungible token market and fund.

Vice President of Communications and Public Policy

2019 - 2022
PositivEnergy
  • Launched the brand and prepared for IPO/SPAC. Developed brand collateral.
  • Worked with engineers to position products in the thriving EV charging and energy storage market.
  • Led the trademark team and built the IP strategy in the US and WTO.

Global Chief Marketing Officer

2016 - 2019
Kabbalah Centre International
  • Oversaw the technology-focused rebrand of the over 40 locations of Kabbalah Centre International, reporting directly to the spiritual director(s) and board of directors.
  • Built and executive produced the first-of-its-kind KabbalahONE.com master class platform.
  • Increased new students number at a pace of more than 200% per year.
  • Built the first centralized international marketing department, merchandising department, and donor development department, starting with the rollup of more than 200 social media properties across a dozen countries and languages.
  • Oversaw the development and rollout of a new brand and the corresponding strategy in the US and abroad.
  • Developed the strategy for and managed the rollout of the first membership and supporter programs for this 100-year-old organization.
  • Led the consolidation of the international marketing teams and the merging of resources across separately governed international entities.

Managing Director

2016 - 2016
Engine Advocacy and Research Foundation
  • Prepared startups for policy challenges at the federal and state levels and then advocated on their behalf as the managing director.
  • Supported the growth of technology entrepreneurship through economic research, policy analysis, and advocacy.
  • Helped startups adapt to municipal policy challenges and then supported them as the managing director.

Strategist

2015 - 2016
Hangar Strategies
  • Served on the small committee that aimed to elect the first independent president in nearly 100 years.
  • Oversaw the vetting process for seed-stage startups in the public needs.
  • Built strategy documents for innovative startups with a public interest.

EVP Government and Regulatory Affairs

2011 - 2012
Grooveshark.com (Escape Media Group)
  • Tasked with managing a team of ten federal and state policy consultants as we navigated the perilous waters of the DMCA safe harbors and fought entrenchment incumbents to democratize the music industry as the EVP of government affairs.
  • Conducted strategic government relations activities with municipal, provincial, and federal decision-makers.
  • Developed written advocacy material, issue and policy briefs, key messages, and engagement plans for members on legislative issues affecting the intellectual property and privacy agenda.
  • Partnered with public interest groups and built a coalition of startups to educate members and executive branch staff.
  • Participated in the internet blackout of 2012 that killed SOPA and PIPA in the U.S. House and Senate.
  • Led the group of companies that killed an initiative that would have criminalized mixtapes in the state of Florida.

Founder

2004 - 2012
Republic Promotion, Co.
  • Built one of the largest underground club networks across the United States.
  • Sold brand assets to Live Nation and Atlantis in the Bahamas.
  • Introduced European electronic dance music to a new US market.

EVP Information Products

2010 - 2011
Grooveshark.com (Escape Media Group)
  • Led the team that developed Beluga, the largest unadulterated music consumption dataset at the time.
  • Collected hundreds of data points on millions of songs and the activities surrounding their consumption, which together produced one of the most advanced ad-serving products at the time.
  • Oversaw the development of a new data product category for the music industry.

Founder

2001 - 2009
National Metrics
  • Built one of the first search marketing firms in the US.
  • Sold one of the first search marketing firms in the US.
  • Managed more than $10 million in yearly ad spend across several heavily regulated industries.

Bloomberg '16

https://www.nytimes.com/2016/03/08/us/politics/michael-bloomberg-not-running-for-president.html

Ran the new media strategy for Mike Bloomberg's 2016 campaign.

Served on a small committee that aimed to elect the first independent president in nearly 100 years (or ever, depending on your interpretation of history). Former New York City mayor Mike Bloomberg has often been considered a presidential contender. Mayor Bloomberg remains a viable candidate and the strategy we built remains usable, which means this is about as much as I can say about it.

The Kabbalah Centre International Rebrand

https://qz.com/quartzy/1155897/the-kabbalah-centre-hired-branding-experts-base-design-to-reach-the-spiritual-but-not-religious-generation/

Oversaw a multicountry, multilanguage, multicharacter-set technology-focused rebrand of this ancient institution.

The ancient wisdom of Kabbalah predates formal Judeo-Christianity. With many of the sacred texts written in Aramaic, most of the commentaries in Latin or Hebrew, and the religious prohibition on its teaching outside of the initiated, it had been kept secret right up until around 1969, when the Rav (sacred teacher) and his wife agreed to start teaching publicly to followers of all faiths and the secular alike. After nearly 50 years of organic growth and a brief stint in the spotlight with the A-list, TKC asked if I would serve as their first global CMO and oversee a complete overhaul of their offerings, digital or otherwise.

Beluga by Grooveshark

https://mashable.com/archive/grooveshark-beluga

Led the information products team and designed the business requirements.

When the lawsuit was filed, Grooveshark was one of the world's largest on-demand music streaming services, boasting some 2 billion streams per month to more than 30 million users in 24 languages. Had the music industry decided to license Grooveshark and Spotify, artists would not be facing the dim view of near-complete monopolization in the music distribution space. By the time Grooveshark ceased operation in 2015, it had succeeded in popularizing music streaming, democratized a distribution process outside of the major labels, and, unbeknown to all but a few high-profile partners, created the largest unadulterated music consumption data set in human history. As the EVP of information products, I worked with a talented team of developers to create a platform that allowed every musician in the world real-time access to in-depth insights. We helped them plan tours, schedule releases, and partner with brands, sometimes inventing completely new revenue models that are now commonplace.

K1 Masterclass

https://kabbalahone.com

Built and executive produced the first-of-its-kind KabbalahONE.com master class platform.

As part of my duties at The Kabbalah Centre, we built a master class to facilitate on-demand learning of the ancient spiritual wisdom. We partnered with MILK Studios and Italian LMS provider Docebo to build Kabbalah One, a learning experience customized for this unique practice and the learners we would be delivering it to. What resulted was the first-ever master class in personal transformation.

Sociali.st

http://sociali.st/

Built and launched a list-building app for powerful organization.

A social network for the obsessively organized. John Ashenden and I built and launched this app in 2014. It was completely self-funded and connected to 14 APIs. This was the best app in the Buzzfeed listicle space circa 2014/15.

Sponsr

Built a technology platform for the $50 billion sponsorship industry.

SPONSR is the first technology platform for the $50 billion sponsorship industry. It’s a marketplace that improves the way brands discover sponsorship opportunities and promoters fulfill them. SPONSR aggregates all opportunities, whether they are physical or digital. Brands search for opportunities, buy a sponsorship, confirm that services have been delivered to high standards, and transfer payments. I built the platform in 2010 with a partner.
2000 - 2004

Bachelor's Degree in Political Science

Florida Atlantic University - Boca Raton, Florida, USA

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