Jim Mc Philliamy

Jim Mc Philliamy

Work History

Work History
Feb 2008 - Aug 2009

Senior Vice President, Brand Marketing

Bobcats Sports & Entertainment

Led Bobcats Sports & Entertainment's company-wide effort to better understand, serve and monetize the consumer. Oversaw marketing communications including advertising, branding, media buying, public relations, broadcast, websites (Bobcats.com, Timewarnercablearena.com and Charlottejumperclassic.com), social media, sales promotions, customer relationship management, research and analytics.  Responsible for marketing all arena events including 43 Bobcats home games and over 30 major concert events each season.  Maintained full accountability for 5 separate P&Ls, managed seven direct reports and oversaw multiple sales, service and marketing staff.  

  • Grew fan base 28% during the '08/'09 season (Scarborough tracking research). 
  • Grew net revenues from single game sales by $550,000 from $1.65 million in the '07/'08 season to $2.2 million in the '08/'09 season (33% Improvement).
  • Appointed to oversee a cost reduction initiative that reduced expenses by $3 million across all business operations expense categories for the '08/'09 season.
  • Initiated and led the design and implementation of a new CRM system.
  • Led an internal team on a collaborative effort with the NBA league offices to restructure ‘09/’10 Bobcats tickets prices to optimize revenue potential.
  • Created two new ticket promotional products during the '08/'09 season that generated $120,000 in incremental ticket revenue while directly contributing to the retention of two corporate partners.
Aug 2002 - Feb 2008

Partner/Executive VP

BRANDTHINK/The Integis Group

Partner in the creation of a sports and entertainment focused consulting firm.  Built Brandthink into a million-dollar+ firm and relaunched as The Integis Group when the composition of the senior partnership team changed.  Completed consulting engagements with numerous sports organizations including:

•  Dale Earnhardt, Inc. •  The Pittsburgh Pirates•  Official NASCAR Members Club

•  The Atlanta Hawks•  The NBA•  The Rocket Racing League

•  The Houston Rockets•  The Minnesota Vikings•  The Tampa Bay Rays

•  Adecco•  The Charlotte Bobcats•  The Atlanta Thrashers

Client engagements focused on diverse corporate issues including rebranding, new product pricing, consumer research, organizational change, market demand forecasting for a potential PSL, sales force restructuring, sponsorship sales, consumer segmentation and marketing campaign development.  Highlight achievements include: 

  • Earned Dale Earnhardt Incorporated $30 million in incremental sponsorship sales in an 18-month period after differentiating their go-to-market strategy for sponsorship sales from the mainstream NASCAR team pitch.  This new business allowed the company to add a new race team and was a significant improvement over their previous 12-month period where they sold no new deals. 
  • Quadrupled ROI on sponsorship spending for client company Adecco.  Achieved this 400% ROI improvement by reallocating a $1 million North American activation spend away from a Davis Cup sponsorship and into proprietary celebrity chef and wine events.
  • Launched a new brand campaign for the Houston Rockets.  New "Live It. Every Day. Every Game" campaign resolved a disconnect between the unique needs of three separate brand centers - business operations, competition, and consumers.  Work significantly improved the team's marketing effectiveness and also impacted positively on its internal corporate culture. 
  • Spearheaded an organizational performance review for the Tampa Bay Devil Rays when new ownership took over.  Realigned decision rights across the company to improve strategy to implementation process.  Rays senior management sees this work as a contributing factor that helped them jump-start their recent on- and off-the-field successes.
  • Revived ticket sales for the Pittsburgh Pirates improving FSEs by 20% and total attendance by 22% in one season.Conducted consumer research that led to improved ticket package offerings, enhanced in-game promotions and added fan experience elements.These improvements, coupled with a redesigned sales compensation system and new marketing campaign, created the positive momentum.
1999 - 2002

Vice President, Brand Strategy

Draft Worldwide

Advised client companies on sponsorship and promotional marketing strategies and managed subsequent executions.  Led a team responsible for strategy, planning, execution and measurement of client programs.  Activities included ideation, strategy, sponsorship negotiation and activation, nightclub promotions, in-store retail promotions, guerilla marketing campaigns, and other non-traditional experiential marketing programs.  Clients included Burger King, Global Crossing, Playtex, RJ Reynolds and Pfizer.

  • Selected to serve as a key member of the start-up team for a new experiential marketing division called Surge@DRAFTWORLDWIDE.
  • Developed and sold a $600,000 youth soccer program to Playtex’s Banana Boat brand in 2001 for 2002 execution.
  • Developed a quantitive assessment tool for Pfizer Pharmaceuticals that helped them measure and improve ROI on their sponsorship of CART racing. 
1998 - 1999

Account Supervisor

Worked in the newly formed Events, Sponsorship, and Promotional Marketing group at Digitas.Was one of the first 4 people hired into the group when it launched in 1998.Tasked with bringing the rigor and due diligence of Digitas’ direct marketing capabilities to bear on the event and sponsorship world.

  • Developed, planned, activated and measured sponsorship activities for General Motors Pontiac/GMC division.Advised company on the allocation of a $20+ million annual sponsorship spend that included the X Games, NASCAR, American Quarter Horse Association and numerous national, regional and local grassroots events.
  • Created a framework, which was adopted by the firm, that modeled consumer reactions to sponsorships by adapting the psychological framework of Signal Detection Theory to the sponsorship environment.
1993 - 1998

Director of Marketing

Group III Promotions

Staffed, budgeted and managed all client programs.Oversaw a $15.5 million budget and 37 employees managing 7 clients programs in NASCAR, NHRA, AMA Superbike, and Unlimited Hydroplane events.Hired, trained and managed all client-side staff.

  • Led the successful execution of a client test program that rolled out into a national program the subsequent year.This new business project increased Group III’s 1996 revenues by 40%.
  • Started when company was a 5 person shop with one account.Helped grow the company to over $20 million in billings with 50+ employees.When I left, I was the senior most executive next to the two owners.
1991 - 1993

Project Manager

The Championship Group

Managed local market execution of national grassroots sports tours and client sponsored sports promotions.Worked with client companies including Coca-Cola, Reebok, McDonald’s, and Kodak.

  • Developed a system for tournament seeding and scheduling that reduced task execution time by 30%.
  • Selected to manage the four key markets of the inaugural tour of a McDonald’s sponsored youth soccer festival.
1989 - 1991

Project Coordinator

PS Promotions

Coordinated local execution of concert based consumer promotions including print advertising, radio promotion, ticket distribution, signage placement, and talent meet and greet sessions.Assisted clients’ local sales staff with program sell-in to retail.

  • Chosen to lead a research team responsible for improving promotion effectiveness in driving retail consumer traffic and sell-through for client company Kraft Foods.

Education

Education
Aug 1984 - Dec 1989

Bachelor of Business Administration

Baylor University

Summary

Senior marketing executive with 20 years experience in the sports and entertainment industries.  Possess a broad knowledge base in sports and entertainment marketing spanning both the team and agency environments.  Proven team leader with strong communications skills who combines fact-based research and analytics with creativity to deliver results. 

Custom

National Sports Marketing Network - Charlotte Chapter Steering Committee 

One of 17 area senior sports executives who serve on the NSMN local steering committee.  Selected as panel speaker on Social Networking in Sports Marketing.  Have served since inception in 2007.  

Skills

Skills

Consumer Research

  Highly qualified marketing researcher and analyst with experience specific to sports research methodologies including survey conceptualization and design, focus group moderation, and data analytics.  Certified in advanced statistical analysis techniques including Market Segmentation Using SPSS and Advanced Regression Techniques using SPSS.  

Leading teams

  Ability to examine and dissect complex problems into coherent, actionable tasks that help team members implement strategic plans more effectively.  Proven team leader that elicits strong staff loyalty by focusing on individual growth and accomplishment.   

Building sports & entertainment brands

  Accomplished builder of brands in sports.  Creator of proprietary models that show how brands are built in both the team sports and sponsorship environs.  Successfully employed these models with numerous professional sports teams and sponsors to create viable long-term brand marketing campaigns.  

Certifications

Certifications

Advanced Regression Techniques

SPSS

Market Segmentation Using SPSS

SPSS