Royal Philips Electronics, Amsterdam, The Netherlands; Paris, France
1. Director, Global Brand Marketing Communications1997-1999
Royal Philips Electronics/Lucent Technologies Joint Venture (Philips Consumer Communications)
Selected to lead the brand integration for the largest JV of its kind, build the post-integration brand team, and serve on the Global Ideation Council.Held P&L responsibility for a $110M budget delivering a high-impact brand, advertising, media, market intelligence, and online marketing.Helped the division reach $2.5B in revenue with a double-digit increase in brand awareness.
Spearheaded the JV integration.Successfully managed a highly political situation while consolidating channels, customers, products, multiple marketing groups, and IP assets in a compressed period.Developed/deployed an interim identity and global advertising helping retain employees and 100% of customers while expanding distribution into mass merchants and drug store retailers.
Segmentation and breakout ideas grew awareness double digits.The first to associate communications devices with lifestyle attributes successfully reaching new demographics and facilitating new category expansion.Leveraged the growing influence of the web to deliver a global ad campaignintroducing the now standard practice of integrating traditional and online media.Tapped into the growing emphasis on the environment taking an early lead in the design and global rollout of eco-centric packaging.
Groundbreaking programs, market feedback, and an e-channel expanded distribution.Launched www.philipsconsumer.com with integrated e-commerce.Developed a unique customer experience integrating P.R. and advertising with cross-division, cross-aisle retail and online promotions.Introduced customer feedback tools creating the engine for a CRM program.Realized strong gains in highly competitive markets topping 70,000 global retail outlets.
Sponsorship marketing drove visibility and expansion into new categories.Leveraged the convergence of entertainment, sports, and technology into standout global merchandising through partnerships with entertainment giants Jerry Bruckheimer and other film, TV, music, and sports alliances including Disney, PolyGram, NASCAR, and The World Cup.
2.Director, Americas Marketing Communications1996-1997
Recruited to drive the launch of the wholly owned Philips division in the U.S. and Latin America.Built a team responsible for sales, channel, and consumer programs including P.R., advertising, market intelligence, merchandising, product launch, and trade shows/events, with revenues reaching $50M in Year One.
Put Philips on the map.Developed and executed a successful launch at the Consumer Electronics Show (CES) under extraordinary circumstances.Leveraged show exposure into a highly effective P.R. program resulting in on-going high-value coverage across a full range of trade and national media including The TODAY Show, The Wall Street Journal, and National Public Radio.
Kick-started brand awareness by bringing ideas to market first:New ways to tell the story successfully launched:Prepaid mobile Phone-In A-Box at national retail and direct-to-customer TV; phone-based voice recognition, and; a 24-hour global warranty exchange service.Awareness accelerated pick-up by major carriers and retailers helping to overtake competitors Sony and Panasonic.