Ray Thornton

Ray Thornton


Creating long term brand value through strategic and measurable marketing initiatives that drive sales, customer growth and loyalty

I am a creative, driven problem solver with a solid record of propelling sales, customer growth and retention through a well-balanced and strategically positioned plan that delivers results. I bring over twenty years experience in creating results-focused direct marketing strategies and launching national brand campaigns that increase awareness, distribution, customers, ROI and expand the strength of strategic partnerships.

  • Captain companies to invest in consumer insight to create a stronger competitive market position, yielding customer longevity, brand strength and deepen the trust between agency and client.
  • Managed large scale B2B and consumer client initiatives such as the Chevron Global Lubricants brand launch, repositioning the Delo brand, migrating Visa Business Rewards to an online environment and Hewlett-Packard and Acer Computer consumer/channel marketing efforts.
  • Knowledgeable and experienced web marketing techniques and interactive marketing space.
  • Provide sound and effective project management skills: executing from annual marketing plan to new product development – all phases, project/tech requirements, time line, creative, interactive and traditional executables.

Work History

Work History
Apr 2006 - Jul 2009

Store Management and Operations

Starbucks Corporation
  • Grew sales by 45% within the first year, increased customer satisfaction levels from a low of 45% to over 90% and took a negative profit store and turned it: contributing $20,000 quarterly to the company.
  • Trained and promoted several partners to learning coach, supervisors and store manager.
  • Awarded two Bravo Awards - Highest customer experience score: 90% and three consecutive months of delivering increased profit contribution equivalent to 23% profit/sales in the third month.
Mar 2003 - Sep 2005

Senior Account Manager

MyPoints.com, Inc.
  • Helped create a start-up department at MyPoints.com, an online membership loyalty shopping site. We developed, grew and retained strategic partnerships for the company, and created new products that increase customer acquisition, lower CPA and drive web traffic frequency.  This included member base email plan (12MM members), targeted email, and website placements, banners, ads.
  • Exceed quarterly revenue and margin goals by 40% on average over the three years
  • Engineered and executed email and web-based marketing plans for subscription-based partners: Bookspan and Columbia House DVD creating new products and co-brand programs/promotions to drive renewals, multiple club memberships, and unique incentives using the MyPoints Rewards card.
  • Spearheaded product development for the co-brand rewards card launch: wrote the project requirements, briefs, and timelines, and collaborated with internal and Citi technology and creative teams. Included: member base and targeted email, collateral, welcome kits, landing pages, website pages.
  • Developed the lead acquisition strategy for the Citi/MyPoints Co-Brand Rewards card: tested a variety of web affiliates, A/B landing pages, SEM channels, web banners, email, surveys. The learnings were incorporated into MyPoints' marketing lead generation testing and provided a significant increase in new membership retention.
  • Analyzed campaign program metrics, mined membership database and partnered with clients to develop new online strategies based on behavioral analyses, lead-generation sourcing, merchant channels
Mar 2000 - Aug 2001

Director, Account Services

e21 Corp
  • Increased existing clients’ billings by 25% and acquired incremental billings of $5M through new clients. High-tech companies: the telecom, networking, internet, software and services space. 
  • Designed and launched online promotion to gain new customers and generate leads for Netfish Technologies' B2Bi solution XDI. Targeted C-level officers via banner ad campaign for six weeks. Click-throughs enabled registrations for sweepstakes and pointed to white papers. Delivered over 6,000 responses. Ten percent of the leads were categorized as 'hot'; sales force converted over 50% of these new leads to customers.
  • Developed project plan for City of Oakley, CA new website: Created project brief and directed co-team web-based and interactive deliverables: customized its e-Volve Content Management System module, allowing the city to update its site content on a real-time basis.
Feb 1998 - Mar 2000

Senior Manager, Marketing Services

  • Created and introduced the Visa Business Direct Marketing portfolio for Member banks to drive new customer acquisition and increase usage among its users.  Leveraged predictive modeling tools and customer insight to effectively drive usage response rates as high as 45%.
  • Led the strategy, testing, and development of the Visa Brand Personality/Unified Graphics project delivering a new “look and feel” with style and usage guidelines, corporate collateral system and a streamlined lead generation system for Member banks.
  • Engineered usage response rates between 25% -40% using targeted offers resulting in more profitable cardholder accounts for Member banks -- used predictive modeling tools, direct mail incentives, promotions and loyalty rewards programs.
  • Directed the work of multiple advertising and marketing agencies, two managers and teamed with Top 10 Member banks on customized direct and Web marketing campaigns, which included the migration of Visa's Rewards to "online" rewards.
Nov 1994 - Mar 1998

Vice President/Account Supervisor

Young & Rubicam Advertising
  • Initiated a qualitative and quantitative consumer study for Chevron and developed a new brand and repositioning for the Delo product.  The consumer insight provided the point of differentiation and drove the benefit messaging.  The national advertising campaign included Effie award new-look creative, media, production, PR and sales pre-launch: 19% sales increase and 30% new billings. A consistent messaging supported the campaign with relevant benefit messaging delivered to all audiences: media, sales force, employees, primary target audience and influencers.
  • Directed the fuel additives business: Chevron Techron Concentrate “Car Character” advertising campaign: 3% market share gain, 28% brand awareness benchmark increase.
  • Led an integrated Y&R, Inc. team to launch a successful Chevron global corporate branding initiative achieving margin (12%) and profitability goals. Directed team assignments, oversaw branding consultant review process and selection and led strategy creation and project implementation efforts.
  • Played a key role in a $4M new business acquisition with a national fleet company: $1M new revenues for the agency and honored with a Chevron company award.
Jan 1991 - Nov 1994

Account Supervisor

Robert Lamons & Associates
  • Achieved $1.2MM in incremental billings through new business pitches and designed and implemented integrated marketing communication plans that increased sales and customer leads - major wins included BYSIS,  Hydro Conduit, Clock Spring and SEPCO.
  • Created, wrote and implemented annual marketing communications plans including print advertising, video production, media buying, collateral materials, brochures, annual reports and case studies, direct mail and database management, and coordination/direction of technical writing.
  • Oversaw project development: led creative development and production management for all projects.
Jul 1989 - Dec 1991

Account Supervisor - Western Region

  • Developed local market advertising and promotion programs in conjunction with strategic partners to support distribution, sales and corporate/community goodwill for Texaco: Includes sports partnership properties: Universities of Washington, Washington State, Oregon/Oregon State, University of Hawaii, Portland Trailblazers, Seattle Seahawks/Mariners/Sonics and local associations, fairs and events.
  • Spearheaded and executed national advertising and media supported Beach Boys Concert Ticket Giveaway.. Coordinated launch of promotion in Seattle and Portland markets negotiating with local media merchandising packages including on-air with the Beach Boys, grand openings at Texaco stations and PR events with the local area Food Bank. Increased sales 27-30% over a six-week period.
  • Negotiated cross-partnership promotion with Pepsi company to drive awareness of corporate goodwill and share costs with my client during the  University of Washington's football season.  Launched a seat-cushion promotion.
  • Created and sold in Texaco Western Region Toyota New Car Dealer Promotion in conjunction with the launch of System3Gasolines. 
May 1985 - Jul 1989

Account Executive

  • Introduced Exxon’s new product brand SUPERFLO.  Oversaw liquidation of Uniflo product, developed advertising and media plan including a BDI;  led product and packaging designs and production, development, wrote creative briefs and directed creative and media, research tracking (ASI, AAU and NPD), sales channel communications.
  • Successfully penetrated national consumer market mass market merchandiser channels while balancing Dealer market needs resulting in a 3% market share increase against the majors.
  • Played a key role in bringing the "Days of Thunder" movie sponsorship to Exxon management. Identified the opportunity, wrote proposal and presented to senior management.  The deal was signed within weeks and work began on promotional materials.



Chevron Delo Brand Revitalizatio



Financials: Budget/P&L

Partnership Development and Negotation

Strategic Brand and Positioning Planning

Online & Direct Marketing

Client/Agency Management


2006 - 2007

Direct and Interactive Marketing

San Jose State University - Professional Development Center