Academics

Rand Schulman: Executive in Residence for College of the Pacific

by Kristan Turnbeaugh

Rand Schulman

Kristan TurnbeaughDec 10, 2011
  • Print

The College of the Pacific and its Dean, Dr. Thomas Krise, welcome Rand Schulman, '74, as our inaugural Executive in Residence. Mr. Schulman will advise faculty, administrators, and students on the subject of Content Engineering and serve as a periodic guest presenter on campus. He will also speak on such topics as Web Analytics, Digital Media and Social Media integration into teaching and learning within the College and in collaboration with Pacific's other eight schools.  The goal of the Executive in Residence Program is to provide the College with sustained advice and expertise from leaders outside academe to ensure that Pacific is connecting students with potential careers in emerging fields.

Rand Schulman is a marketing executive, author and speaker on the topic of new media and marketing, and one of the first practitioners of on-demand web analytics.

Mr. Schulman is a founder and principal of the Schulman+Thorogood Group, a business strategy consulting practice advising new media companies. In 2005, Mr. Schulman began popularizing the term "Content Engineer" to describe marketing's new role in creating, distributing and optimizing the different types of content required to engage customers on the interactive web. Along with his partner, Pelin Thorogood, Mr. Schulman has also popularized the creation of a "virtuous" marketing cycle through inbound marketing.

Mr. Schulman is a Trustee of the Direct Marketing Educational Foundation and in his early career was a direct response marketer. He was the chief marketing officer for Eightfold Logic, an inbound marketing company. Prior to Eightfold Logic, Mr. Schulman served as chief marketing officer for InsideView and WebSideStory (now part of Adobe Systems), helping lead the latter through its initial public offering. Mr. Schulman was a founding board member of the Web Analytics Association and was also the founder and CEO of one of the first software-as-a-service (SaaS) companies, Keylime Software (later acquired by Yahoo), in 1997. After that, he served as the general manager of Internet Products at Unica Corporation (acquired by IBM).

Mr. Schulman was named as one of the top 100 Business to Business marketing executives by BtoB Magazine in 2004. In 2011, he was named one of the Top CMOs on Twitter by Social Media Marketing Magazine. His past speaking experience includes South by Southwest (SXSW), COMDEX, and Search Engine Strategies, where he discussed the future of search and the new academic discipline of Content Engineering. He has keynoted at Cornell University and elsewhere about the establishment of the discipline.

Currently, Mr. Schulman sits on the board at Technology Leaders, a New York-based web analytics consulting company. He has been a board advisor to Motally, a mobile analytics company acquired by Nokia, and ViralHeat, a social media analytics firm.

Mr. Schulman graduated with a bachelor's degree in English and Journalism from the University of the Pacific in 1974. He can be contacted by Email Link Email through Patti Ianni or on his Twitter @RandSchulman.

Tags for this article:
 
article comments powered by Disqus