Ted Bockius: “I bet on RJMetrics and Philadelphia” [Entrance Exam]

Another in the Entrance Exam series, which asks new members to the Philadelphia technology community why they came and what they’ve learned.

The head of online marketing for big boy U.S. Bank has left San Francisco and last week started a chief marketing role for hungry Center City business analytics startup RJMetrics. Meet Ted Bockius.

A marketing hire is a marketing hire in an industry focused on gobbling up engineering talent, but RJMetrics co-founder and CEO Bob Moore, who is fixated on growing a technology business in Philadelphia, says we shouldn’t underestimate snatching up an established corporate web executive from the West Coast — even if he has some roots here, having grown up in Newark, Del. and considering his sister is Carolyn Jackson, the CEO of St. Christopher’s Children’s Hospital. (Just to be clear, though Bockius says he’s unrelated to the namesake in law firm Morgan Lewis & Bockius)

Bockius, who did his undergraduate work at the University Delaware and has an MBA from New York University, has moved a few blocks away from the Philadelphia Building, where RJMetrics holds court at 13th and Walnut. RJMetrics, who is now at 18 staff, with four more starting next month, said Moore, adding that this time last year they were at five.

Bockius, 45, also ran online marketing for DivX, before and after its 2006 IPO, and, for six years, was a marketing principal for NYC-based Insight Venture Partners, where he first met Moore and RJMetrics cofounder Jake Stein.

“I wanted to work with the RJMetrics founders Bob and Jake and had several other opportunities with later stage software and Internet companies in larger tech markets of San Francisco and New York that I was also considering,” said Bockius. “I bet on RJMetrics and Philadelphia and my ability to help grow the company and the Philadelphia tech scene and have been very happy with my decision.”

Below, Bockius talks to Technically Philly about his decision to come to Philadelphia and his goals at RJMetrics.

Edited for length and clarity.

Why was RJMetrics the right choice for you?

RJMetrics was the right choice for me because I knew the company’s founders Bob Moore and Jake Stein and had a lot of confidence in both their business ability and the culture and team they would put in place and I’ve been right, the company is an exceptional place to work.

How does Philadelphia factor into the decision?

I made a long term commitment to RJMetrics, so I was less concerned with the tech scene than the specific company.  However, Philadelphia is building the startup scene that Boston and New York have, and there are plenty of opportunities here and great universities to recruit talent from.

What (if anything) did you know/think about the Philadelphia technology community before the gig or coming here?

I followed RJMetrics founder Bob Moore on Twitter and he is a big proponent of the Philadelphia tech scene. I knew of GSI Commerce and First Round Capital and was introduced to one of the founders of Invite Media by a mutual professional acquaintance. I knew that Philadelphia has had some big technology successes over the years

What is your first new (unexpected) reaction to Philly and its tech scene?

Bob Moore, Jake Stein and I all worked together at the New York internet and software venture capital firm Insight Venture Partners. I ran into another former colleague from Insight, Thomas Charlton, who is a serial software CEO, crossing Broad Street. Thomas has led several Philadelphia software companies.  There is a lot of tech talent in Philadelphia at the same time, like in other cities it is a small network.

If your former colleagues ask you about Philly, how will you describe it?

Great cost of living, quality of life and beaches and other great cities are an easy drive away.

What were you last doing? Where were you doing it?

Recently I ran online marketing for one of the country’s largest banks and separately I ran social media and communications for a global technology and consulting company.

What will be your mark of success while at RJMetrics in your first year?

I work with a team to make sure our internet retail, flash sale, daily deal, Web and subscription business customers have a great experience and get great value from our software as a service. I will also help dramatically grow our business.