Innovating Brands and Turning Around Underperforming Organizations
Business Growth – Revenue – Performance Marketing
My approach to marketing emphasizes IT development techniques to create tight-knit, high-performing teams internally and with outsourcing partners. This tactical marketing execution identifies high-value projects to prioritize collective efforts, optimize timelines, reduce cost, and develop team dynamics. Agile marketing extends to all touchpoints, including strategy, creative development, media planning, digital advertising, social, promotions, partner marketing, and measurement.
Digital Marketing Strategy
Realizing performance marketing gains and improving sales velocity begins by defining and documenting your “buyers’ decision journey.” I developed proven methodologies first to qualify touchpoints then identify relevant digital opportunities. Connecting your brand with potential customers via an online marketing mix may include search engine optimization (SEO), search engine marketing (SEM), content marketing, social media, influencer marketing, PPC display ads, video, email, and affiliates.
Vision and Creative
Making brands matter begins by defining your company’s overall business outlook and the role of brand marketing in the organization’s success. I provide the insight and leadership for highly effective teams that deliver your brand promise at all touchpoints while accelerating team cadence. Guiding the development of creative briefs, we’ll inform standout creative and communication strategies that differentiate your brand through superior positioning relative to competitors. We’ll roll up our sleeves to identify the target audience, customer segmentation, and discover the ‘reason to believe.’
Insights & Analytics
Performance analytics collect data for analysis; however, insights are valuable ways to improve marketing performance and increase profit contributions. I consistently adopt and recommend relevant technology to gather and analyze data for customer and marketing insights, informing necessary campaign and organizational changes. My efforts positively impact the C-suite to the frontline, sparking innovation, uncovering promising growth sources, developing or maintaining successful products, and retaining high-value customers.
Return on Investment
I am recognized for enforcing strict KPI and ROI measures. I identify spending priorities, define the most valuable products (MVP), optimize marketing mix, monitor financial performance, and provide sustainable focus championed by CFO and senior-level executive behaviors.
My professional career includes a proven record of developing and executing breakthrough marketing programs that changed human behavior, led technology adoption, and built relevant brands. These innovations include moving consumers from film to digital cameras, CDs to music downloads, printed books to e-reader technology, and VR/AR applications.
Cost & Process Optimization
Instituted a multi-phase Process Improvement Plan, with 8 “Achieve Customer Excellence” initiatives; after that, led a full-scale company turnaround, return on investment, and the fulfillment of critical milestones.
Director of Marketing
Hired to lead the development, implementation, and measurement of agile marketing & business strategies across multiple product segments, with a total value of $3.2B in annual revenues. Identified, analyzed, and executed all key marketing elements, including segmentation, communications, CRM, channel expansion, and ROI.
President and CMO
Recruited to innovate consumer brands, oversee all business and financial performance goals for the Ricoh Imaging Americas Corporation and Ricoh Imaging Canada. Directed team of 75, including five direct-report managers, and reported to Ricoh’s Board of Directors.
Global Chief Marketing Officer
Following significant successes in industry-leading companies (as well as a long-running background in pioneering imaging solutions for the photo industry and VR/AR applications), recruited by this start-up’s Board of Directors to take on the challenge of building the North American business from the ground up.
Snapshot of Accomplishments
Transitioned Logistics from fixed to variable cost model, eliminated 50,000 SQ FT warehouse (~$265K per year), and nine employees, resulting in a 55% cost reduction.
Captured #1 share by disrupting the market via innovative technology in year 3, resulting in 80% market share and 400% market growth.
Took share in a declining market, grew unit sales of core products by +3.5% against an industry average that declined 28% during the same period.
Facilitated complete integration of the Pentax brand into Ricoh within year one, increasing brand recognition by 15% in unaided recall and 22% in aided recall.
Established the company’s presence in North America and developed the strategic and tactical assets needed for new growth targets.
Delivered 2M+ hands-on trials that led to $5.4M in presales and $20M first-year revenues, surpassing the goal by 11%.
Management Consultant invited by industry leaders to deliver educational initiatives to over 5K professionals via keynote speaker engagements, talks, webinars, interviews, and training programs.
Taking Ideas to Execution