BRAND STRATEGY EXPERIENCE
MULTIPLE INDUSTRY ADVERTISING EXPERTISE
Designed and executed Corporate Campaign Strategy for Compaq Computers to align software, hardware and enterprise systems under one brand message to develop consumer facing brand during massive growth period that required simultaneous B2B revenue streams marketing investments.
Re-launched the GMC Truck and SUV brands establishing the Professional Grade brand positioning that still exists today based on the insight that consumers will pay a premium for industrial tools for consumer use if craftsmanship can be demonstrated resulting in a 25% marketshare gain in two year period.
Led New Business Development for the agency resulting in $500M in revenue growth over the two year period of leadership.
Managed and planned $350M+ in annual advertising communication budgets for clients Mercedes-Benz USA (Corporate and Local Dealer Assoc.), TAP Pharmaceuticals(Prevacid), Pinnacle Foods (Duncan Hines, Armour Meats, Mrs. Buttersworth’s) and Citigroup (Smith Barney, Citigroup Private Bank).
Led national and local communications plans for Mercedes-Benz over the last five years that assisted in achieving them a 12% US sales growth at end of 2005.
Proposed direct and awareness-based advertising models for Prevacid that led to prescription and unaided ad awareness lifts of 20-30%.
AUDI BRAND BUSINESS STRATEGY
Built the Audi Challenger Brand Strategy that re-established the brand in America through provocative advertising, bold brand actions and disruptive partnerships. Created brand image growth strategies aligned with ROI based demand generators to drive deliver retail sales growth double digit YoY for five years and brand image gains in awareness, consideration and opinion up 30% through the use of CRM, Experiential, Retail Marketing, Social Media, Advertising and Strategic Media channels.
Authored the strategic long-term business strategies of the company as part of the leadership team in building the Strategy 2020 (achieved five years ahead of plans) and the Strategy 2025.
To celebrate the brand’s challenger spirit, the story of Audi’s 100 years of innovation is brought to life with the words of the late poet, Edgar Albert Guest to showcase how Audi has beat the impossible against all odds. [Venables Bell: It Couldn’t Be Done]
LIFELABS REVENUE DRIVEN LAUNCH STRATEGY
Designed the brand story around a new apparel brand bringing the innovation of heating/cooling fabric science to performance clothing that gave consumers the opportunity to be more comfortable and reduce their thermostats to save energy. The business model focus on direct-to-consumer sales for greatest margin gains and licensing offers an opportunity build against both a B2C and B2B platform. Telling the sustainability story and the minimalist design focus had to be done with simplicity - consumers will not sacrifice design and comfort for sustainability.
A holistic brand launch story was created first building an Ecommerce platform, then utilizing awareness driving tactics: influencer strategy, paid advertising, affiliate marketing, email lead generation, brand partnerships, public relations outreach/events as well as site conversion tactics: display, SEO, SEM, bundling and sweepstakes/promotions to build the brand to $1M in revenue in the first year.