Thomas Gerace
In his most recent role, Tom Gerace served for two years as Senior Vice President, Marketing, for National Leisure Group (NLG), a $1.0 billion annual seller of travel. He had primary responsibility for developing brands owned by the company and for managing brands licensed by the company. Tom oversaw an annual marketing budget of $32.0 million. He also grew the company's Vacation Outlet brand by 60% CAGR and its licensed brands by 30% CAGR. In addition to day-to-day management, Tom created a single marketing organization for NLG, unifying retail, online, and telesales efforts. He also established systems for tracking the company's marketing through to point of sale.
Prior to joining NLG, Tom founded and served as President of Be Free, a publicly traded online marketing services company. Be Free transformed online advertising from pay-per-view (i.e. CPM Advertising, where advertisers paid a fixed fee every time their ads were shown) to pay-for-performance advertising (i.e. Cost-Per-Click and Cost-Per-Acquisition Advertising). Be Free's customers often recorded in excess of 20% of all sales through their Be Free marketing channels.
After Be Free's launch and financing, Tom served as Chief Marketing Officer through the company's initial public offering. As Chief Marketing Officer, he was responsible for creating new and existing products and services, mergers and acquisitions, corporate and product communications, and customer acquisition. Gerace was awarded two U.S. Patents (5,848,396 and 5,991,735) for profiling computer users and targeting advertising based on that profiling.
During his tenure with the company, Be Free raised more than $200.0 million and launched both U.S. and European operations with a staff reaching 340. Using those resources, Be Free acquired more than 300 leading online customers including barnesandnoble.com, Network Solutions, Verisign, Bertlesmann, Time Warner, AOL, IBM, Dell, Microsoft, Lending Tree, and eBay.
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