Integrated Marketing Director/ Consultant

Kevin G. Johnston 310-***-**** • ********@*****.***

Marketing Leader

Performance driven in-the-trenches marketing executive skilled at building entertainment and technology brands,

maximizing product life cycle performance and driving new business initiatives on a global basis. Experienced at

developing and motivating high-performance marketing teams while crafting the master plan that delivers projects on -

time and under-budget. Proven ability to identify a clear strategic vision and execute growth strategies in diverse fast -

paced environments. Known for dynamic campaigns that emphasize digital marketing, engagement and retention across

all consumer touch points. Collaborative, entrepreneurial, customer-focused with a passion for growing the business.

Skill Sets

-Social Media/Email -Go-To-Market Messaging -Ecommerce - Brand Development

-Customer Acquisition -Website Analytics -Brand Loyalty -Marketing Strategy & Tactics

-Research &Testing -Product Management -Team Mentoring -Agency/Vendor Management

-Project Management -Creative Development -Strategic Partnerships -Event Management

-SEM/SEO/PPC/CPA -Planning & Negotiation -Impactful Promotions -Innovative Entrepreneurial Mindset

Professional Experience

Integrated Marketing Consulting 2013 to present

Design & implement integrated brand marketing and customer acquisition programs for a diverse group of clients including:

-Four Lights Gaming- spearhead launch of multi-player online game with media planning, press tour, key reviews and sales promos.

-Koolbit Casino Game Apps for Android- brainstorm and execute fast-paced digital strategies to validate the new product offerings .

-Kind Banking, Inc.–logo and brand development, kept website design & launch on schedule while remaining flexible for changes .

-Budding Enterprises Fund – provided “proof-of-concept” testing, business research and Corporate Identity Brand Guidelines.

-Gold Cross Labs- medical products packaging & collateral designed and focus group tested for refinements prior to national launch .

Projects focus on brand identity, customer development, website launches, product development, rapid “proof-of-concept” testing in

digital marketing and go-to-market strategies, social media campaign architecture, retail merchandising and event management .

Marketing Communications & Planning Manager 2010 to 2013

Sony Electronics, Inc., San Diego, CA

Directed Marcom Strategy and Planning, budgeting & forecasting for Sony’s Home & Personal Audio Divisions with a diverse product assortment

including the 3DTV Personal Viewer, Sony Internet TV powered by Google TV, BRAVIA TV, Sony Car Audio, Sony Walkman, Digital V oice

Recorders, Baby Monitors, iPod/iPhone/iPad Speaker Docks, NFC Bluetooth Wireless Speakers and the Sony Home Share System.

Directed and motivated the Brand Activation implementation teams (Media Buying, PR/Social Media, Messaging, Digital, Sony

Direct, Retail Merchandising, Experiential Events, Research, CRM and Creative Services) and collaborated closely with the cross

functional experts insuring activities and programs were on strategy and met agreed upon timelines . Expert at keeping project

workflow moving.

Collaborate with Key Account Managers to design & develop exclusive sales programs and interactive technical

merchandising displays for major accounts and Big Box Retailers including Sam’s Club, Walmart, Target, Be st Buy, and more.

Work with the regional sales and marketing teams to assess the performance of existing merchandising solutions and areas

for improvement

Coordinated all research studies including customer segmentation, retail merchandising fixture effectiveness and product

feature competitive analysis utilizing focus groups, out -of-box experience studies, intercept surveys and online polls.

Work with Design and Procurement to identify suppliers with capabilities to meet aggressive goals, schedules, and cost requir ements

Designed a Facebook, Twitter, YouTube, Klout, Instagram, and Pi nterest campaign for Walkman resulting in over 84 million

impressions.

Implemented a web performance “Leaky Bucket Report” issued every 8 hours to more closely monitor web traffic and conversion

rates; also deployed an automated cart-abandonment email program that boosted revenues by over $2 Million in the first year

alone.

Won President’s Project One Award for Gen-Y marketing program that united all Touch-Points with Social Media & College

Ambassadors.

Created and maintained the business summary and budge t reports presented to the senior leadership team for Strategic Planning.

Online & Offline Marketing Consulting 2007 to 2010

SpeedoUSA.com/Warnaco, Inc., Los Angeles, CA

As Online Marketing Product Manager, provided team leadership and breakthrough customer acquisition, retention and optimization

strategies including best practices, ROI analysis, and industry trends for iconic swimwear manufacturer; drove increased revenue with

new cross-selling programs while elevating the Speedo brand awareness and promoting brand’s heritage to new youthful

audiences.

Outlined the Annual Promotional Calendar for all email campaigns, Facebook, Twitter, and Affiliate programs and then analyze d and

summarized post-campaign performance; incorporated Omniture, Hitwise, and GSI Commerce reporting & metrics and provide d input

on improvement areas.

Developed Creative Briefs for daily email blasts which maximized conversions, average order value and traffic to the site; core

contributor to strategic CRM & SEM initiatives including A/B multivariate testing which drove e-commerce revenue and customer

loyalty to new levels.

BikeBandit.com, San Diego, CA

Directed the 4 person marketing staff through a web site redesign master plan to maximize conversion rates and average order value

with emphasis on A/B multivariate testing resulting in a 64% increase in site searches and a 50% Home Page bounce rate reduct ion

which led to further shopping cart enhancements and a speedier checkout process while incorporating P ayPal for a younger customer

base; achieved an all-time sales record exceeding $1 Million in e-commerce sales in one week.

Consulted with senior executives to develop unique brand growth plans, compelling sales materials and lead generation campaig ns.

Utilized Google Analytics, Web Trends and Hitwise reporting as a road map and basis for site improvements and enhancements as well

as Certona and Endeca product recommendation software to boost average order size and stimulate specific category sales.

G4TV/Comcast Entertainment Group, Los Angeles, CA

As Lead Product Manager, crafted brand positioning strategies and drove the tactical execution for the launch and development of the

new G4TV.com video gamer website including recommendations for email newsletters, program alerts, and overall CRM best practices.

Educated and directed the marketing staff through a new social networking roadmap including the build out of G4’s Twitter presence,

Facebook pages, TV Host Blogs and YouTube channels which increased Twitter followers from 6 to over 900,000 in six months.

Drove all SEO, SEM, A/B testing efforts and provided web traffic data analysis compiled from Google Analytics, Omniture, Nielsen,

etc.

eForce Media, Inc., Santa Monica, CA (Start-Up)

Conceived and executed comprehensive online lead generation programs that incorporate email and display ad design, landing

page layout, consumer data capture, SEM, SEO, affi liate programs, media buying, A/B multi-variant testing, upsell & cross-sell offers

using insightful trend and data analysis with performance tracking. Team Leader for the Technology Vertical supervising a staff of 6.

Strategic focus on increasing conversion rates and revenue per transaction while increa sing the number of publishers that promote

eForce offers for clients DIRECTV, Dish Network, Verizon and Vonage with full P&L responsibility for Satellite TV & VOIP business.

Intense Scrum development process included daily status meetings to develop innova tive ways to drive quality traffic quickly.

Encore Software, Inc., El Segundo, CA

Managed PC Games product development & marketing strategy and execute new product launches for Number 1 Family

Entertainment PC Game Publisher including Monopoly, Scrabble, Wheel of Fortune, Jeopardy!, Game of Life, Risk, Clue, Axis &

Allies, MMOG hit Defcon, Hoyle Casino.

Coordinated all tactical product release activities including package design, sales materials, research, licensing, development, creative

services, operations, sales, accounting, legal, and PR.

Worked with sales on proactive lifecycle management to maximize revenue & profits, grow market share, minimize inventory costs while

maximizing new market opportunities including online and mobile.

Director of Marketing 2003 to 2006

Velocity Services, Inc., El Segundo, CA (Start-Up)

Designed and implemented online and offline marketing & promotion plans for top rated Private Label Internet Service for a diverse

client list including All Major League Baseball Teams, All Arena Football League Teams, Neopets, NASCAR, The Professional

Bull Riders, Labor Unions in the AFL-CIO, non-profits such as Greenpeace, Universities including Notre Dame and many more.

Instrumental in securing the Major League Baseball & AFL-CIO contracts for the company which grew from a tiny start-up.

Created, tested, and implemented new subscription models and opportunities to build and grow the online businesses including an

extensive New Member Incentives & Benefits Program that increased profits and created momentum for a Member -Get-A-Member.

Led the Agile software development process to maximize the team’s ability to deliver quickly and respond to emerging requir ements.

Responsible for hiring, managing and motivating the product management, marketing & media staff of 40 as well as effectively

managing customer relationships including regular client status updates and reporting to the Board of Directors & stockholders.

Investor/Marketing Advisor 2002 to 2005

ActionOnline.com, Long Beach, CA (Start-Up)

Lead the online casino redesign for ClubFiore.com including a name change to ActionOnline.com and switch to Playtech online

casino software after evaluating all available solutions in the industry.

Agile software development methodology was implemented enabling continuous improvement through A/B multivariate testing

Established a unique personalized marketing strategy and player database to furt her differentiate from the competition with extreme

customer focus that employed ground-breaking techniques in database analytics, player monitoring technology and customer

relationship management to create a highly segmented offering that built superior loyalty and retention.

Incorporated land-based live events and VIP tournaments with co-sponsors such as Bentley and Nobu to cultivate high -value players,

maintaining positive relationships and repeat visits.

Product Manager 1999 to 2003

Interplay Entertainment Corp., Irvine, CA

Designed advertising, publicity, marketing and merchandising plans for new PC, PlayStation, Sega and Nintendo releases as

part of the go-to-market strategy including product positioning and product requirements for projects including Caesar's Palace 2000,

Evolva, Star Trek New Worlds, Fallout: Brotherhood of Steel, and these All-Time Best-Selling PC Games according to NPD Group:

Star Trek Starfleet Command: Empires at War, the #2 Space Combat Simulation with 130,138 units sold for a total dollar volume of

$4,440,812 and Icewind Dale, the #14 Role Playing Game with 317,943 units sold for a total dollar volume of $11,316,877.

Increased web traffic at www.interplay.com to levels exceeding 1.5 million unique visitors per month while managing and marketing

the community elements of the company's web presence including tips & tricks, behind -the-scenes content, sweepstakes, gamer

newsletters, etc. Acquired new users while retaining existing users for the new Massive-Multiplayer Star Trek Perpetual

Universe.

Managing Director 1997 to 1999

Promotion Man, Inc., Hermosa Beach, CA (Start-Up)

Developed exciting interactive multimedia promotions, electronic press kits, Shaped CDs, CD Business Cards, CD Premiums

that created brand awareness, stimulated Internet traffic and drove e-commerce revenues. Clients included Microsoft’s X-Box

Halo launch.

Marketing Programs Manager 1995 to 1997

IBM Multimedia Studio, Santa Monica, CA

Created Market Requirements Documents to drive product definition and feature priorities through the entire product cycle, in cluding

development, QA, focus group testing, mall intercepts and launch activities that elevated IBM in the software market worldwide.

Spearheaded the marketing workflow process and timeline for all new CD-ROM releases that included best-selling: World Book

Encyclopedia, Friendly Forest Reading Club, Voice-Activated Pinocchio Movie Game, The Jungle Book Movie Game, ER,

Aerosmith's Quest for Fame, IBM's All-Star College Football, NFL Pro League Football and more.

Marketing Programs Manager 1993 to 1995

Time Warner Interactive, Burbank, CA

Tested early online marketing to consumers with the first use of banner ads, email campaigns, online forums and chat rooms .

Designed breakthrough marketing plans to launch new CD-ROM titles including Seinfeld Screensavers, Comedy Central Series, NFL

Super Bowl Collection, Woodstock 25th Anniversary, Hell Cab, and many more. Won CES Marcom 1st Place Award for Best New

Product Introduction.

Education

Bachelor of Science; Marketing/Advertising

University of Illinois, Champaign-Urbana

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