Work History

Work History
Sep 2011 - Nov 2011

Senior Director and Chief Product Officer

Hewlett Packard

Recruited by new EVP & CMO to take over all responsibilities of hp.com - a severely inadequate, off-target and stalled project and Product Management function.  Realigned leaders, staff and functional teams to close 8 month deployment gap to 2 months impacting $40M/mo. in revenue).  Reprioritized all work product, eliminated non-productive work, accelerated digital marketing content to increase lead generation from .2% to 1.6%.  Implemented new/accurate tracking and metrics system.  Led and realigned all Product Owners, developed synchronized prioritization system for user design and development teams.  Responsible for Enterprise Business, Personal Computers, Imaging and Printing, Service & Support, Homepage, Newsroom, Personalization, Metrics, Mobile, Social,  and development of dynamic content website, etc.

Aug 2008 - Sep 2011

Senior Director, Global Digital Strategy and hp.com

Hewlett Packard

Recruited by CMO to lead, develop and execute company-wide digital strategy and complete redesign (creative and technical) of hp.com (132M/mo. uniques).  Developed and managed entire digital ecosystem presence on all social media sites worldwide, internal and external blogging, digital lead generation, forums, customer communities, mobile, executive presentations, e-commerce and platform management, corporate brand campaign strategy, development and execution, etc.

  • Executed first consumer help forums – saving $18.1million per year in human capital support costs.
  • Drove 2 year revenue/cost mitigation plan of $604.5 million across digital platforms
  • Developed company-wide mobile platform, content and campaigns across 71 countries, driving over $5M in revenue across 9,200 retail sites, including QR codes, mobile lead generation.
  • Co-managed and created groundbreaking revenue/generation partnerships with MySpace, TIME, LIFE.com, Wikia, etc. generating over $150 million in revenue.
  • Led company-wide digital media agency bid – saving $5.6 million in fixed/variable agency costs.
  • Initiated centralized global media buying that reduced GRP costs by $84 million annually (35%).
  • Core team who led and executed company-wide branding campaign (TV, media, digital, print).
  • Co-led global redesign of hp.com – reducing solution stack from 102 to 8, increasing customer engagement to platform, shifting support costs, while providing quicker execution of content.
  • Drove rollout of companywide social platforms including governance, guidelines, privacy, security, training:  Facebook (increased total fans to 1.4 million), Largest enterprise install of Facebook Like; Twitter (generating $51.2K/wk. in revenue); Linkedin; RenRen, Hi5, YouTube, HP Blogs (500+ bloggers), HP Communities (3 million members).
  • Develop executive management presentations, videos and strategy on digital for presentation to analysts, shareholders, employees and customers.
2005 - 2007

Senior Director, Worldwide Media and Marketing

Hewlett Packard

Promoted to reinvent global marketing strategies, partnerships and tactics to thwart increasing competition and respond to changes in consumer behavior. Exclusively managed global interactive alliances (CNET, MSN, Yahoo!, Google, etc.) and a $67 million media budget. Influenced $800+ million spend within business groups. Directed company-wide interactive, digital, search strategy/execution, product placement, marketing strategy, human and financial capital alignment.

  • Piloted consolidated media buying initiative that delivered $168.9 million in first year savings.
  • Formed global paid and organic search strategy and cross region/business group council. Increased search budgets $48 million and search share by 40% annually. Consolidated and drove development of search metrics – saving company over $1 million.
  • Restructured global media mix that increased interactive spend up 26% within six months while increasing bottom-line e-commerce sales and profitability by $126 million.
  • Realigned agency resources to maximize holistic strategy, planning, execution, accountability and bench strength. Decreased time-to-market 24% while reducing fees $323,000 annually.
  • Spearheaded emerging media technology initiatives—RSS, podcasting, social media, video, viral, mobile, interactive TV, DVR, blogging, social media.
  • Developed and executed companywide search, interactive and marketing councils which developed training, best practices, obtain alignment and reduce redundancies/costs.
  • Led agency bids saving company $7.2 million on yearly fees and commissions.
2002 - 2005

Director, Worldwide Media and Advertising

Hewlett Packard

Appointed to senior integration core team during Compaq/HP merger to provide vision and direction in recreating the global HP brand strategy, advertising, media planning, buying and negotiations to position HP as the world’s most valuable technology brand.  P&L management for international media agency and media department of 144, and a $700 million operating budget. Designed/implemented all global media strategy, creative, execution and metrics. Created double-digit increases in brand awareness, consideration and preference.

  • Partnered in increasing HP’s financial brand value from 17% to 20% ($1 billion over a two-year period), and drove brand marketing ROI to 1.4X cost.
  • Directed global merger between Compaq and HP marketing integration and consolidation ($490 million/92 countries).  Created post-merger global marketing infrastructure – people, processes, P&L’s, roles and responsibilities
  • Negotiated $1.05 billion in annual marketing and media contracts. Lowered fees $55.5 million and secured $8.7 million in agency refunds through a worldwide audit initiative. Reduced supplier base eliminating $26.2 million in duplicative services.
  • Guided worldwide brand and demand generation creative standards/guidelines, marketing strategy and measurement as core member of the Global Advertising Council.
1999 - 2002

Senior Director, Worldwide Direct & Database Marketing

Compaq Computer Corporation

Promoted to restructure worldwide integrated marketing communications to include global direct marketing and international customer database (65 million customers), CRM tool set, business and customer intelligence, campaign management and marketing programs. P&L management for a $26 million media and marketing budget and a domestic/international staff of 42. Influenced $175+ million in marketing expenditures

  • Delivered over $976 million in incremental annual gross revenue through the design and implementation of customer retention, cross-sell, up-sell, attrition and acquisition campaigns.
  • Consolidated global direct response advertising outsourcing. Renegotiated global agency contracts reducing agency expenses 41% and direct marketing costs $6.5 million. Eliminated unproductive external data costs by $9.1 million.
1996 - 1999

Senior Manager, Marketing & CRM

Compaq Computer Corporation

P&L management and leadership for $7 million budget and team of 12. Directed all product and service business unit communications and marketing to North American B2B resellers.

  • Delivered year-over-year revenue increases for workstations (93%), monitors (12%), desktops (9%).
  • Generated $108 million in customer reactivation campaigns, $20 million in cross-sell campaigns and $120 million in demand generation programs.
  • Reduced marketing expenses by $3.1 million through improved campaign-targeting efficiencies.   

Education

Education

Summary

Visionary thought leader and proactive business partner to executive management positioning organizations for unprecedented advances in growth and revenue through the conceptualization, development and delivery of highly successful, innovative marketing strategies, campaigns and programs. Proven authentic leadership as a change agent, marketing department re-inventor and marketing revenue rainmaker.

CORE COMPETENCIES

  • Domestic and Global Market Expansion          
  • Strategic Alliances and Partnerships
  • Business Intelligence, Research, CRM             
  • Supply Chain Management and Procurement
  • Campaign Design and Execution                      
  • Brand and Direct Response Advertising
  • Search (SEO/SEM) Marketing                         
  • Marketing Communications and Strategy
  • Social Marketing, Media, Blogging, Twitter      
  • Merger Marketing Strategy and Integration
  • Media Planning and Buying                             
  • e-Commerce, Web Design/Development
  • Mobile Marketing and Advertising                     
  • Agile, SCRUM and Waterfall IT Expertise 

Custom