Marketing Sales

Resume

GEOFF KEHOE

**** ****** **** • Glencoe, Illinois 60022

847-***-**** • *****.*****@*****.***

Career Summary:

Experienced Enterprise and Retail Marketing Executive with demonstrated

success in transactional marketing. Specific expertise in: business-building

strategies leveraging digital, social, mobile, ecommerce, traditional, promotional

and addressable marketing and media.

Specific digital marketing and business development successes:

•

DIRECTBUY – as CMO I lead a digital transformation of the business

•

leveraging national and local SEM, SEO and Social strategies. Developed

ground breaking channel strategies for partners including Kohler, Samsung &

Whirlpool

WAHLSTROM GROUP (division of Interpublic Group’s Mediabrands)

•

o Developed and introduced SEO product suite based on off-page

optimization and sold into Fortune 500 clients such as Enterprise Rental

Cars, Nationwide Insurance, Microsoft and Farmers Insurance.

o Product delivered first page Google results for local businesses in 72

hours

o Lead pitch team for multiple digital account wins including MasterCard,

Wellpoint, Home Depot, Walgreens, Manpower

DRAFT/FCB – largest global direct marketing agency; lead pitch teams for

•

multiple account wins including Kellogg & Sprint

25+ years experience in marketing, sales and consulting with some of the world’s largest

retailers and brands. Demonstrated success in both start-up as well as established

enterprise environments

Rare hybrid skill set with senior client and agency leadership experience that leverages

left and right brain thinking and execution. Unique ability to isolate the right data and

champion insights to drive creative, business-building solutions

Expertise in Retail Marketing, Team Leadership, Customer Strategy, Consumer Insights,

Relationship Management, Loyalty Marketing, Six Sigma, Product Lifecycle

Management, Marketing Effectiveness, Business Development

Business development leadership has resulted in 80%+ close rate in agency new

business pitches resulting in $300M in incremental revenue

Demonstrated success in leveraging analytics to reveal an insightful understanding of

customers, resulting in strategies that help redefine retail and brand experiences

Extensive reputation management, customer advocacy and brand building experience

Resume

Experience in Private Equity ownership and culture transformation

Social marketing and media strategy development and execution resulting in complete

ecosystem build-out and lead generation system resulting in reduced cost per acquisition

metrics

Digital & Social Media Expertise as CMO at DirectBuy:

• Facebook – 30 to 16,000+ fans in 12 months

• You Tube Channel - 20,000 views in 12 months

• DirectBuy.com – complete overhaul which increased page views, time spent

per page, lead capture & conversion rates

• Bazaar Voice – Instituted ratings and review feed

• Radian 6 – Implemented social monitoring and social reputation make-over

• Buddy Media – Social campaign management

• Twitter & Pinterest launches

• Customer Advocacy Campaigns

Resume

PROFESSIONAL EXPERIENCE

CHIEF MARKETING OFFICER, RPM VISUAL MEDIA January 2013 – Current

• RPM Visual Media is a digital marketing and technology company developing online video marketing

solutions and building next generation training and learning management systems

• Responsible for building digital marketing plans, sales teams and go-to-market strategies targeting Fortune

500 clients

• Clients include: General Electric, Morgan Stanley, Keller Williams Realty

CHIEF MARKETING OFFICER, DIRECTBUY, INC. 2011 – 2012

• DirectBuy is the largest retailer of home furnishing buying centers with over 120 bricks and mortar

locations across the U.S. and Canada. FY 2011 revenue $80M. Member of Executive Leadership and

Retail Operations Team. Report to CEO

• Hired to lead business turnaround and prepare company for private equity sale, which was successfully

completed in December 2012

• Manage internal marketing team (12), external creative and media agency partners (8), own $70M annual

budget (DRTV, SEM, SEO, email, Display, PR, Social and DM)

MAJOR ACHIEVEMENTS:

o Reduced new member acquisition cost by 30% and overall media spend via migration to geo-

targeted digital channels; also increased lead to member conversion rate by 50% by implementing

local franchisee search campaigns, web sites and creative tool kit

o Developed the customer and marketing strategies for driving conversions through better customer

experience management, advanced customer analytics and a personalized CRM program

o Introduced High-profile co-branding partnerships with both media channels and suppliers (ie

Samsung & Whirlpool) designed to increase opt-in database (+2MM YOY)

o Created new branding campaign to reposition DirectBuy as leader in warehouse club and home

remodeling category and realign target with more profitable audience

PRESIDENT, GEOMENTUM VENTURES (division of IPG) 2009 – 2010

Geomentum is a unit of The Interpublic Group that develops marketing and media strategies for

top retailers in the US

o Clients: Wal-Mart, Walgreens, Sears, Meijer, Office Depot, BMW, AT&T

o Annual media spend of $2 Billion+. P&L responsibility for two business units:

o Wahlstrom Group

$210M annual media billings, 6 offices, $25M revenue, 120 employees.

Lead Business Development effort that resulted in winning 80% of RFP competitions

resulting in $3M+ incremental revenue with major new business account wins:

Walgreens, Wellpoint, Home Depot & Manpower

Achieved 20% in cost reduction and achieved sustained profitability after period of

steep revenue declines

o OAG (Outdoor Advertising Group)

$190M annual media billings, $11.5M revenue, 3 offices, 20 employees

Clients: Chrysler, MasterCard, Microsoft, Sony, PNC Bank

Delivered +17% YOY revenue growth in flat media spend category

Converted 100% of Mediabrands Out of Home billing to OAG in 6 months

SENIOR DIRECTOR, MOTOROLA MOBILITY, INC., 2002-2009

MAJOR ACHIEVEMENTS:

Marketing Team Leader for launch of RAZR phone, resulting in over 100M units sold, the most

successful product launch in company history

Raised Motorola’s share of AT&T business by 10+ share points in just 18 months to overtake #1 share

position in US

Resume

• Owned campaigns that drove retail recommendation rate to 60%, the highest in company

history

• Achieved highest brand awareness/preference levels in Motorola history

• Pioneered new distribution channels via Motorola.com and national retail partners ie Amazon,

American Express, Visa

• Lead sell-through campaigns with key national retailers such as Target, Wal-Mart and Best

Buy

• Received multiple honors including Best Marketing Campaign for AT&T Wireless, Best New

Product Launch for RAZR V3 and Bravo Award for Top Retail Recommendation Rate

• Sr. Director, Global Marketing (2008-2009)

• Sr. Director, Product Lifecycle and Software Strategy & Synchronization (2006-2007)

• Sr. Director, Brand Communications North America (2003-2005)

• Director, Carrier Marketing – AT&T, VERIZON WIRELESS (2002-2003)

DIRECTOR, RETAIL MARKETING

SERVICEMASTER, INC. 2000-2002

ServiceMaster is a Fortune 500 provider of worldwide home services including #1 brands

TruGreen/ChemLawn, Terminix, and Merry Maids, with annual revenue of $4B. Servicemaster.com is a joint

venture between Kleiner Perkins Caulfield & Byers and ServiceMaster.

Major Achievements:

• Served as division leader, managing corporate and field marketing teams building a home services

retail channel that links 5K+ service providers for real-time scheduling and transactions

• Implemented “Home Service Center” in-store kiosk program with The Home Depot, Safeway, Ace

Hardware that generated 63% conversion rate – 15% above projections in first 120 days

• Served on Six Sigma team that implemented process change initiative to improve customer

experience

• Delivered 30% increase in services per customer through creation of targeted marketing/telemarketing

cross-sell campaigns

• Reduced call center costs by 35% through introduction of web-based fulfillment programs

SENIOR VICE PRESIDENT/GROUP ACCOUNT DIRECTOR

DRAFT WORLDWIDE 1998-2000

World’s largest direct marketing communication agency, subsidiary of The Interpublic Group

Leadership role managing team of 20+ and budget of $100M+ for customer acquisition and retention via direct

response channels for major retail brands

MAJOR ACHIEVEMENTS:

• SPRINT: Launched rollout of new wireless brand for Sprint to over 81% of U.S. population. Achieved

consumer acquisition rate of 150%+ of plan, while minimizing churn. Specific initiatives include

introduction of segmentation plan and expansion of agency role

• UNITED STATES POSTAL SERVICE: Introduced new sales support system that targeted, vertical

business-to-business and SOHO segments

• Trans-Interact: Wrote business plan for venture funded project reporting to IPG Chairman to build next

generation “Contact Center” in partnership with Cambridge Technology Partners

Resume

EVP SALES & MARKETING (CO-FOUNDER)

ECONOMETRICS, INC. 1993-

1998

• Start-up database marketing/predictive modeling/direct response consulting firm. Collaborated with

partners to build business from $0 to $5M revenue in just 3 years

MAJOR ACHIEVEMENTS:

• CLIENTS: Honda, Dell Webb Corp., Delta Airlines, Diners Club International, Farmers Insurance,

Jaguar, Lincoln-Mercury, Mercedes-Benz, Porsche and Scudder Kemper Investments

• Developed business unit that focused on building analytical tools and predictive models to drive direct

response customer acquisition campaigns. Oversaw P&L for consumer marketing business unit.

• Leadership role driving business development and account management targeting top 100 General

and Direct Marketing Agencies

• Directed database marketing campaign that introduced one-to-one attitudinal modeling that helped

pre-sell entire first production run of Mercedes M-Class.

MANAGING DIRECTOR

McCONNAUGHY STEIN SCHMIDT BROWN 1987-1992

Creatively driven advertising/marketing agency specializing in brand building and retail

Leadership role managing account management employees (25) and new business teams

CLIENTS: Walgreens, Tru-Value Hardware, US Cellular, Illinois/ChicagoTourism, Bunn Coffee Makers

• Won multiple highly profitable accounts – representing $100M+ in billings, through delivery of successful

pitches that offered strategic and creative solutions to diverse set of clients

• Honored with Gold EFFIE awards for advertising effectiveness in travel/tourism campaigns

• Recognized as Leading New Business Agency in Chicago by Crain’s Chicago Business

• Spearheaded Walgreens most successful new market introduction – 20% over total store sales goal and

10.3% increase in same store sales – with new corporate positioning: “The pharmacy America trusts”

ACCOUNT SUPERVISOR

J. WALTER THOMPSON 1981-1986

Leading global advertising agency, annual revenue $3.7B

CLIENTS: Hyatt Hotels, Oscar Mayer, Gerber Baby Foods, Sears, and Schlitz Beer

• Introduced national weekend travel program for Hyatt Hotels that boosted occupancy 21% during

shoulder periods; helped generate 14% occupancy increase for Hyatt hotels Mexico through development

of a successful international creative and media program

• Spurred Claussen pickle brand to its first national advertising and slashed business decline through

creation of a new product/flanker strategy

• Partnered with General Foods in development of a test market for Oscar Meyer that extended the brand

into the main meal category

• Generated share growth for Gerber, despite declining birth rate, by introducing extended feeding strategy

for the company

• Successfully orchestrated mission-critical production schedule for Schlitz Beer’s LIVE TASTE TEST on

the SUPER BOWL. The first and only live Super Bowl commercial in history

EDUCATION & TRAINING

Bachelor of Arts in Advertising

Michigan State University, East Lansing, Michigan

AAAA’s Advanced Institute for Advertising Studies (Northwestern University)

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