art fernandez
This is the Resumé of Art Fernandez
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Senior Web Product Manager with 15 years experience in developing digital strategy and managing interactive projects within corporate environments. Possess extensive knowledge in building/leveraging online communities, social networks, SEO, web 2.0, user centered design, and viral marketing. Entrepreneurial team player with strong leadership skills and a proven track record of delivering impactful online programs directly tied to sales lead generation, conversion, collaboration, and competitive differentiation for Fortune 500 companies.


  • Strategy & Planning – identifying business needs; researching and profiling customer; developing proposals and project requirements.
  • Design & Production – developing email campaigns and websites.

Design & Writing

  • Planning – analyzing and profiling users and their needs; establishing project requirements; writing specifications, scenarios and use cases.
  • Testing & Usability – conducting usability evaluations; prototyping.
  • Design – providing creative direction and project management on Web UI projects; developing design concepts and wireframes; managing production.
  • Writing – defining and writing detailed business system requirements, competitive/internet best practice reviews, usability test scripts and reports, and user experience summaries for Senior Management review.


Tinfish Media (San Francisco, CA)

Product Manager and Strategist 2009 – Present

Brand and Online Marketing consulting and company advisory focused on improving business performance, driving enterprise value and create competitive advantage through the strategic use of technology, SEO/SEM, group collaboration tools, and social media. Providing clients with business process and strategy, and metrics driven marketing programs.

Clients: SNI Companies Inc, HireWisdom,, EC Creative Solutions LLC

Blue Shield of Californaia (San Francisco, CA)

Robert Half International (Pleasanton, CA) 1998 – 2008

Senior Product Manager – Online Channel Development Report to: VP Online Marketing 2006–2008 1/06 – 11/08

Built a global emerging technology & social media program from the ground up. Led research and development programs using Web 2.0 technologies, social networks (Facebook, LinkedIn, MySpace, Twitter), viral marketing, content syndication (RSS, Blogs), and mobile device communications.

  • Managed cross-functional teams and external vendors–including viral marketing and content syndication firms to optimize the use of social media and NSO best practices. These efforts resulted in an overall increase in search engine rankings by 25%
  • Created a detailed and cohesive go-to market strategy for the company to engage in online marketing using emerging web 2.0 technology and social media for branding and lead generation tied to ROI that guided and shaped the online strategy for the company
  • Developed global best practices enabling the use of social networks for passive recruiting and lead generation for a 15,000-employee field sales organization
  • Defined the process for reviewing technology and assessing both marketing opportunities and strategic business impacts to the company to maximize ROI and market differentiation
  • Established key metrics to monitor and measure the effectiveness of existing and new programs to determine return on investment and benefit to customers

Product Manager – Global User Experience Report to: Manager – Technology Strategy 11/02 – 12/05

Led all global corporate user experience initiatives for Robert Half (US, Europe, and Asia/Pacific). Interpreted business requirements and online best practices to create online experiences that converted and retained customers.

  • Championed the implementation of customer-centered user experience process with team members (IT, Marketing, Corporate Communications, Senior Management) and external service partners
  • Directly managed the development of enterprise Content Management requirements and developed a multi-language global user experience for Protiviti (, a $350 million dollar internal audit and risk management consulting subsidiary of Robert Half
  • Designed and managed the implementation of two global user experience models on a portal infrastructure enabling the globalization and localization of two of the company’s businesses online– Protiviti and Robert Half International (

WWeb Product Manager Report to: Manager – Technology Strategy 2/00 – 10/02

SDefined and managed the online marketing strategy, functionality enhancements/requirements (PRDs), business process impact recommendations, project management, release planning and change control management for three of Robert Half’s 7 line of business websites

  • Directly managed online media buying and vendor relationships with search engines, display advertising, and 3rd party web developers. Acted as liaison between Corporate Marketing and Developers
  • Designed and managed the development of a candidate online portfolio application for the firm’s marketing and creative staffing division, The Creative Group (
  • Worked on the development of new Web functionality that tied Front Office and Back Office applications to the company’s 7 external North American websites
  • Defined the Business Requirements for task-based navigation and personalized home page systems for use in staffing and recruiting online

Associate Web Product Manager – The Affiliates, OfficeTeam, The Creative Group Report to: Manager – eBusiness 10/99 – 1/00

Defined Internet marketing strategy, functionality enhancements, requirements development, project management and business process improvements for three of the company's divisional websites. In addition, responsible for the ongoing relationship with the company's job board vendors including new program launches and partner selection.

  • Managed the launch of two complete site redesigns that offered enhanced functionality over our competitors.
  • Co-Managed the development and product launch of Robert Half’s first creative staffing division (
  • Led & managed the ongoing relationship with the company’s job board vendors including new program launches and partner selection

Webmaster – Financial and Non-Financial Divisions 3/98 – 9/99

The company's first corporate webmaster. Responsible for the development, interaction design, information architecture, and low-level project management for seven of the company's ten external websites.

  • Led the client-side development efforts in the conceptualization of functionality, user experience, production, and launch for 5 of the company's divisional and promotional websites.
  • Served as project coordinator for the launch of Benchmark Staffing's Web presence.
  • Defined the user experience for, the company's first student oriented website.
  • Performed site tracking and Web traffic analysis for Robert Half's external sites.
RHI Consulting (Menlo Park, CA)

Webmaster 1/98 – 2/98

Contract HTML developer for Robert Half International responsible for the maintenance of the company's North American websites.

siteSatellite (South San Francisco, CA)

Independent Internet Consultant 2/96 – 12/00

Project management of Web development projects for a variety of corporate clients in the interactive design, gaming, and B2B sectors. Directly managed and developed search engine optimization strategy and mid-size websites for online marketing campaign promotions and lead generation.


CERTIFICATE Multimedia Development, San Francisco State University, San Francisco, CA

BA International Relations, Humboldt State University, Arcata, CA

MINOR in Computer Information Systems and Photography

In-depth Training
  • Information Architecture from Mental Models, AdaptivePath 2002
  • Designing Persuasive Web Sites, Andrew Chak 2002
  • The Scent of a Web Page, User Interface Engineering 2002
  • Information & Interaction Design, San Jose State 2000
  • Interactive Architecture, Andrew Chak 2000
  • Designing for the Future Web, Jeffrey Veen 2000
  • Presenting Data and Information, Edward Tufte 2001
  • Modeling Web User Behavior Using Information Scent, PARC 2002

Technical Skills: HTML, CSS, PowerPoint, Project, Macromedia Director, Adobe Acrobat, Illustrator, Adobe PhotoShop, Visio, DreamWeaver, JavaScript, OmniGraffle, Final Cut Pro

  • Research Intern - United Nations High Commissioner for Human Rights, New York 1994

  • Member, San Francisco Bay Area ACM Computer-Human Interaction SIG (BayCHI)
  • Member, American Institute for Graphic Arts (AIGA)
  • Member, Asilomar Instutute for Information Architecture (AIFIA)


References, Portfolio, and Sample Deliverables are available upon request.