Long Beach, New York, United States
Strategic and tactical leader with 15+ years client-side and agency experience. Innovator with a big picture approach to creating forward-thinking strategies that deliver a "wow! factor" and measurable results. Proficient at identifying unconventional promotional opportunities and harmonizing media and creative to launch and re-position products. Successful track record adding impactful value to partnerships, while exceeding targeted branding and sales goals. Specialties: integrated marketing, brand building & positioning, marketing communications, advertising, promotions, sponsorships, events, corporate communications, community and public relations, corporate storytelling, social media, experiential, grass-roots & guerilla marketing
Key member of the on-the-road team. Lead daily front-line communications with Delivery Service Partners, Flex and Delivery Associates. Craft communications, education, events and engagement processes in compliance with global standards to suit last-mile operations in North America's highest volume sub-metro region.
Partner blue chip brands with sports, entertainment and pop culture opportunities. Activate talent and licensing strategies with celebrities, music artists, fashion icons and pro athletes. Led transition from an agency-only model, to include client-direct business for this industry-leading entertainment consultancy. Increased revenue 150+% to-date. • Steer collaboration and streamline communications among clients’ agencies. Negotiate contracts, eliminate duplication and yield an average 49% cost savings. Manage deliverables across all marketing channels. • Help clients integrate proposed talent partnerships into content-driven media, promotions, publicity, events and sponsorships. Use shared assets to drive ROI growth in impressions, media impact and target influence. • Leverage brand and talent assets via earned, owned, shared and paid media, increasing partnership equity value for all parties. Identify opportunities that net greater publicity. Boost avg campaign performance 900%. • Key participant in client-direct pitches, contributing to $2+ million annual revenue. Positioned the company to favorably secure contracts with Pfizer, GM, Walmart, Anheuser-Busch InBev, Capital One and others.
Directed high impact US special projects including: intro of Lufthansa Private Jet service, Star Chefs Americas and the A380's debut. Helped boost revenue 65% over 3 years. Merged online and off-line marketing efforts. Integrated media, events and digital platforms, extending reach and awareness in the Americas to its highest level in 6 years. • Designed an appreciation model for US-based loyalty program members using customer behavior data. Developed a platform of globally adopted “can’t buy” event experiences, with 70+% favorable RSVP rate. • Managed partnerships: American Express, Ritz-Carlton, Maserati, UBS Wealth, MoMA, Avis and more. Identified innovative methods to net greater impact from media buys through added-value and publicity. • Crafted architecture for digital and social media participation, viral campaigns and Web 2.0 opportunities. Led efforts to grow followers via Facebook, Twitter and YouTube. Developed and reported web metrics. • Oversaw content on lufthansa.com special pages. Guided launch of new, key online products including WeFlyHome and GenerationFly, resulting in $10+ million increase in sales revenue within the first year.
Solicited by the company President to help grow the business from entertainment pioneer to world’s largest broker of talent for advertising and public relations campaigns. Shaped and built a foundation of pop culture and lifestyle marketing programs for clients ranging from Fortune 500 to venture start-ups. • Structured and secured multi-year Entertainment Agency of Record agreements with clients including Kraft, Coors, Sirius Satellite Radio and Cingular/AT&T. Collectively valued at more than $5 million. • Expanded agency services from procurement of talent and music licensing for ad campaigns alone to include sponsorships and promotions. Increased share of clients’ spend by up to 20%. • Used access and buying power to negotiate and construct unparalleled Hollywood, music, fashion and sports sponsorship opportunities for world-class brands: Visa, PepsiCo, Microsoft, P&G, Diageo and more. • Worked with top-tier, global ad agencies and PR firms. Provided entertainment industry insight from planning and creative stages through execution, resulting in an average talent fee savings for clients of 40+%.
Managed $84 million media, sponsorships and promotions budget. Enlisted as a change agent to restructure consumer marketing and adapt to increased competition from low-cost carriers. Integrated improvements that contributed to driving a competitor out of a priority market within 6 months. Managed a team of 10 direct-reports. • Compiled selection standards for and conducted advertising agency review. Implemented a streamlined reorganization, resulting in annual bottom line savings of more than $1 million. • Led strategy, selection, acquisition and management of all sports and entertainment sponsorship properties, consumer promotions and interactive marketing. Handled on-site activation planning and oversaw execution. • Directed $30 million in category-leading sports sponsorship investments with 40+ pro sports and collegiate teams in leagues including NFL, MLB, USOC, NBA, MLS, NASCAR, PGA and NCAA. • Steered cross-functional collaboration: strategy, product, brand, people and material services to revise Delta’s brand platform. Efficiencies allotted 30% budget return to corporate restructure, without compromise. • Led internal lobbying efforts to secure an incremental $34 million budget to support key hub initiatives. Crafted field and experiential programs to connect with and engage consumers by taking the product to them.