Mike Watkins — Vice President of Digital Media & Marketing
I help businesses grow by turning websites into engines for revenue, efficiency, and customer engagement. With 15+ years of experience scaling subscription platforms and modernizing web systems, I specialize in bridging technology, marketing, and operations to deliver measurable results.
About Mike Watkins
Passionate about creating meaningful digital solutions
I'm a versatile digital media leader with 15+ years of experience scaling subscription platforms, modernizing web systems, and driving measurable growth. I'm recognized for wearing many hats, bridging technology, marketing, and operations to deliver practical, budget-conscious solutions.
Companies stay with me long term — 12+ years at Lucas Digital, 6+ years at Peoples Education, plus ongoing consulting relationships spanning 50+ businesses — because I'm skilled at vendor negotiation, CRM and marketing automation, and building high-performing teams that deliver results.
My strength is delivering measurable outcomes for businesses ranging from startups to multi-million-dollar organizations, including $3M-$4M in recurring revenue, doubled paid memberships, and 90% technology cost reduction saving $100K+ annually.
Digital Strategy
SEO/SEM and revenue optimization
Leadership
Cross-functional team management
Analytics
Data-driven decision making
Communication
Translating complex technical concepts into clear, actionable insights
Why Work With Mike Watkins
Proven results across technology, strategy, and marketing
Proven Growth Results
Doubled paid memberships contributing to $3M-$4M recurring revenue and scaled web sales from zero to $1M+ annually
Cost Optimization
Reduced technology spend by 90% through vendor consolidation, saving $100K+ annually with disciplined cost controls
Cross-Functional Leadership
Recruited and managed cross-functional teams (developers, designers, editors) with expertise in vendor negotiation and budget management
Hire Mike Watkins for...
Choose your path to get started
...a full-time job
Yes, I'm currently open to new positions
...for a web or consulting project
This includes all kinds of contracting work
Professional Experience
Results-driven digital media strategist specializing in technical leadership, growth optimization, and scalable digital solutions
Vice President, Digital Media & Marketing
Lucas Digital Content and Entertainment
New York, NY
Nov 2012 - Present
- Directed strategy and operations for a portfolio of membership websites serving 20M–30M visitors annually at peak.
- Doubled paid memberships within six years, contributing to $3M–$4M in recurring annual revenue.
- Migrated 6+ legacy sites to scalable WordPress platforms, boosting load speed by 40%, improving security, and sustaining 99.9% uptime for up to 10M monthly visitors.
- Deployed CDNs, caching, and high-availability hosting to support traffic surges with minimal downtime.
- Reduced technology spend by ~90% through vendor consolidation (email, hosting, software), saving $100K+ annually.
- Negotiated licensing, affiliate, and distribution partnerships, generating six-figure recurring revenue streams.
- Shifted fulfillment to third-party warehouses and automated inventory/order workflows, cutting overhead by 50%.
- Recruited and managed cross-functional teams (developers, designers, editors); oversaw hiring, budgeting, and vendor negotiations.
- Implemented automated anti-piracy and DMCA workflows, protecting IP and preserving subscription revenue.
- Delivered consistent results on lean budgets through disciplined cost controls and process optimization.
Manager, Digital Marketing Solutions & Web Services
Peoples Education Inc (now Mastery Education)
New York, NY
Jun 2006 - Nov 2012
- Redesigned outdated websites into e-commerce platforms, enabling online purchase of state-specific educational supplements.
- Collaborated with vendors to launch geolocation-driven content delivery, tailoring products to state standards.
- Created interactive booklet preview tools (AJAX page-flipping, watermarked PDFs), increasing lead conversions by 30%.
- Developed and deployed tokenized email campaigns by state and subject, tripling open and click-through rates.
- Launched a dedicated college prep e-commerce site, diversifying revenue streams and driving incremental sales.
- Engineered real-time Ajax quoting tool integrated with inventory and CRM, allowing reps to generate instant school-specific quotes and close deals faster.
- Oversaw vendor contracts, site design, and development projects while adhering to tight budgets.
- Strengthened SEO and marketing workflows, tripling lead generation and achieving 200% ROI increase.
- Authored a 3-year online business plan that scaled web-based sales from near zero to $1M+ annually.
Consulting & Freelance
May 2007 - Present
- Uinterview.com | Development Lead & SEO/Marketing Consultant (May 2019 - Present): Transitioned flagship site from fragile custom CMS to WordPress, cutting downtime by 80%. Scaled portfolio from 1 site to 4 with mobile apps, increasing ad-generated income by 25%.
- New York Data Science Academy | SEO & Customer Journey Consultant (Jan 2017 - May 2021): Partnered with in-house teams to retool the website twice, improving lead capture rates by 40%. Optimized HubSpot implementation, reducing lead response time by 50%.
- Hand + Physical Therapy NYC | Web Development & Digital Marketing Consultant (Jul 2018 - Present): Built and launched company website from scratch, redesigning branding and enabling lead generation features. Improved local search presence, boosting inbound leads by 25%.
- Various Clients (50+) | Consultant (May 2007 - Present): Delivered strategy, web development, and digital marketing for 50+ small-business clients across multiple industries. Specialized in maximizing limited budgets by creating cost-effective solutions.
Core Skills
Budget Management · Content Strategy · Cost Reduction · CRM/ESP · Cross-functional Team Leadership · Digital Strategy & Growth · HubSpot · MailChimp · Marketing Automation · Salesforce · SendGrid · SEO/SEM · Shopify · Squarespace · Subscription/Membership Platforms · Vendor Negotiation · Web Analytics · Web Development · WordPress · Zoho
My Portfolio At a Glance
A comprehensive breakdown of my professional capabilities
Percentages reflect my confidence and experience with each skill: 100% = I can teach it, lead projects, solve edge cases | 80% = I can complete tasks independently and effectively | 60% = I can contribute but still learning advanced aspects
Consulting Projects
A selection of successful digital transformations and implementations
Uinterview Family of Sites
Multi-Site Content Platform Transformation
Helped Uinterview evolve from a fragile single-site CMS into a scalable multi-site network. Transitioned the flagship site to WordPress, cutting downtime by 80% and lowering infrastructure costs. Expanded the brand from one site to four (uInterview, uPolitics, uSports, uGames) and supported companion mobile apps to broaden reach.
Key Achievements
- • Revamped the CMS and implemented a shared multi-site architecture
- • Expanded the digital presence from one to four websites with centralized content management
- • Implemented SEO improvements, increasing organic traffic by 40%
- • Built custom WordPress plugins for content syndication and ad management
- • Led staff training on CMS use and SEO best practices
- • Managed external developers for iOS and Android app initiatives
- • Integrated programmatic advertising solutions, increasing ad revenue by 25%
New York Data Science Academy23
SEO and Customer Journey Consulting
Brought in to help retool the website, strengthen SEO, and optimize the student acquisition funnel. Worked with in-house developers, marketers, and leadership to identify gaps in lead capture and follow-up, improve HubSpot utilization, and modernize user experience. Engagement focused on maximizing high-value enrollments in a $12K+ program while reducing missed opportunities from unqualified or unresponsive leads.
Key Achievements
- • Partnered with in-house teams to retool the website twice, improving site structure and increasing qualified leads by 40%
- • Optimized HubSpot implementation, automating lead tracking and reducing response times by 50%
- • Deployed automated chat windows for after-hours inquiries, boosting lead capture by 20%
- • Trained staff on CRM best practices and created playbooks for managing high-value student prospects
- • Collaborated with designers and developers to modernize code and UX, improving trust and student conversions
- • Advised on hiring and onboarding for marketing and technical staff to sustain long-term improvements
Hand Therapy NYC
Website Development and Local Marketing Strategy
Built and launched a new digital presence for a boutique hand therapy practice, establishing their first professional website and integrating modern marketing tools. Engagement focused on building credibility, improving local visibility, and streamlining workflows for both staff and patients.
Key Achievements
- • Designed and launched the company's website from scratch, improving branding and user experience
- • Implemented Google Workspace for email, forms, and internal workflow automation
- • Improved local visibility with Google Business optimization and targeted landing pages, driving a 25% increase in inbound leads
- • Provided ongoing technical support as the company's hosting manager and primary digital liaison
- • Developed a long-term content strategy to strengthen visibility in local search and patient acquisition
Additional Client Projects
More successful digital transformations
Finch Fuel
2018 - 2025
Simple small business web portal integration (using their own designs), transfered site from static to html, helped integrate dynamic oil purchasing tool, mailchimp and customer experience integration with a low budget.
Grand Motor Sales
2016 - 2025
Built custom automotive inventory management system with real-time sync to multiple listing platforms. Simple implementation, user updated, mostly used for lead capture
Unique Designz
2017 - 2019
Transformed boutique design agency's online presence with portfolio showcase and client portal. Streamlined project management workflow saving 15 hours per week in administrative tasks.
PepsiCo
2016 - 2020
Developed an internal training tool that was designed to mimic Youtube and make training employees fun. Included a custom CMS solution, content hosting via a CDN, and creative visuals to make training fun
The RSVLTs
2015 - 2019
Helped in their earlier stages for blog and content implementations, UX and SEO improvements, CMS tweaks and fixes
BoxingForCharity
2015 - 2017
Helped Develop platform to showcase video game streams and collect dotations for a good cause. Required heavier servers than initially planned due to traffic demand (before Twitch)
Femmebot
2016 - 2019
Consulted to help bring eCommerce up to modern standards, implemented SEO and Marketing standards at the store to customer level, helped modernize their social + eCommerce presence
CasaLucaPV
2020 - Present
Developed an Airbnb and online rental focused website, integrating with a 3rd room and payment management system, automation and customer onboarding, social integration with some SEO sprinkled in
What Clients and Coworkers Say
Real feedback from businesses I've been employed at or businesses I've helped transform through digital solutions
Worked with Mike over 12 years and has always been a great team leader, both working with us and also advocating for us wherever possible.
Mike made a huge impact at NYC Data Science Academy, improving SEO and HubSpot integration while strengthening onboarding, lifecycle, hiring, and even contributing to our site’s UI and code. His versatility and problem-solving mindset.
Mike and I had to wear many hats in our many years working together. We both were brought on for specific roles but over time gained the trust of the owner and grew the business in different ways, from technical solutions to bring costs like email down, to helping us streamlined and optimize shipping/warehousing, Mike helped with it all!
I started working with Mike Watkins as a freelancer over 10 years ago, and I’m still collaborating with him today. Mike has always been a clear communicator, highly organized, and respectful of the people he works with. He makes projects run smoothly and ensures the final results are consistently strong. It’s been a privilege to work alongside him for so many years.
My Dada plays with me all the time and I love his Youtube Channel. I love my Dada. (My son really wanted to be included in this testimonial section...)
Worked with Mike over 12 years and has always been a great team leader, both working with us and also advocating for us wherever possible.
Mike made a huge impact at NYC Data Science Academy, improving SEO and HubSpot integration while strengthening onboarding, lifecycle, hiring, and even contributing to our site’s UI and code. His versatility and problem-solving mindset.
Mike and I had to wear many hats in our many years working together. We both were brought on for specific roles but over time gained the trust of the owner and grew the business in different ways, from technical solutions to bring costs like email down, to helping us streamlined and optimize shipping/warehousing, Mike helped with it all!
I started working with Mike Watkins as a freelancer over 10 years ago, and I’m still collaborating with him today. Mike has always been a clear communicator, highly organized, and respectful of the people he works with. He makes projects run smoothly and ensures the final results are consistently strong. It’s been a privilege to work alongside him for so many years.
My Dada plays with me all the time and I love his Youtube Channel. I love my Dada. (My son really wanted to be included in this testimonial section...)
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