Sales Marketing
Resume:
CHAD HARRIS
********@**.***
linkedin.com/in/chadrharris
chadrharris.com
P R O F ILE
Innovative marketing leader with an approach that engrosses consumers, impassions employees, and
drives revenue.
E XPERIENCE
AT&T / Cingular / AT&T Wireless April 2000 - February 2015
Executive Director, Marketing & Advertising February 2009 - February 2015
Director, Marketing & Advertising January 2005 - February 2009
Lead Marketing Communications Manager March 2003 - January 2005
Senior Marketing Communications Manager April 2000 - March 2003
• Led cross-functional 10-member team to develop and implement global advertising strategy for
the $182.7 billion AT&T brand resulting in 11-point increase in brand recall above norm (33%),
10% improvement in net promoter score, and driving 22% of annual revenue ($28.4B).
• Created and executed unique digital and traditional marketing approach to build a famous, iconic
brand (Forbes #16 World’s Most Valuable Brands) that helped drive a 3.1% increase in earnings
($131.6B) and a 20% increase in brand perception.
• Engaged in weekly strategic planning sessions with the CMO and his direct reports to coordinate
targeted network, value, and segment-focused marketing campaigns that drove AT&T’s best-ever
wireless postpaid churn (1.04%) and nearly 2x YOY postpaid net adds (3.29k) in 2014.
• Led the brand transition from Cingular to AT&T via digital, social and traditional marketing
while maintaining a steady increase in postpaid consumers, adding the most customers in the U.S.
industry in 2009 (7M+) and the most customers in AT&T/Cingular’s history in 2010 (8.9M).
• Drove a 19 point lift in ‘Best Network’ perceptions and a 20-point lift in AT&T consideration
amongst Millennials with the 2015 ‘Network Experts’ campaign.
• Utilized qualitative copytesting and quantitative online research to convince management to
support the ‘It’s Not Complicated’ Kids campaign, resulting in a 15-point Net Promoter Scores
lift, a 2014 Gold Effie Award, becoming the most talked about campaign on social media (11.6K
Tweets) and over delivering its smartphone sales goal by 1M in its first 60 days (6.4M sales).
• Developed an internal campaign planning process that organized AT&T’s Marketing, Sales,
Legal, Research and Internal Communications groups into a unified team, increasing speed-to-
market by 5 weeks and contributing to an employee NPS gain of 9 points.
• Protected and increased AT&T iPhone market share during multiple competitive attacks
achieving AT&T’s most successful iPhone launch ever in 2014, differentiating AT&T as the better
network for iPhone with campaigns that resonated with consumers above competitive norms
(38%) and won multiple creative awards (Effie, Epica, London International, Kindle Shark).
CHAD HARRIS
********@**.***
linkedin.com/in/chadrharris
chadrharris.com
E XPERIENCE (CONT.)
• Reversed 7 weeks of churn caused by a competitor’s marketing attack with a nimble, high-profile
campaign across multiple platforms, returning pre-attack churn levels in just over a month (1.2%).
• Surpassed sales goals by 4% and grew subscribers 84% with campaigns driving wireless
connectivity beyond smartphones to laptops and tablets. Marketing efforts delivered sales 9%
higher when in market than periods without messaging.
Scopes Garcia Carlisle / Harris & Love May 1997 - April 2000
Account Director, Snowbird Ski & Summer Resort June 1999 - April 2000
Copywriter May 1997 - April 2000
• Balanced the challenge of assuming the role of an Account Director for clients from my acquired
agency while continuing to serve as a primary copywriter on their businesses, successfully keeping
clients through the agency transition while increasing their YOY spend.
• Delivered $16M+ in sales to Snowbird Ski & Summer resort writing, directing and producing a
campaign drawing international corporate budgets for the 2002 Winter Olympic Games.
• Increased Lagoon Amusement Park repeat visits by over 15% YOY with an in-park campaign
offering visitor incentives to return at discounted prices.
E DU CAT IO N
Brigham Young University Bachelor of Fine Arts, Communications, 1996
P E R SO NAL INT ERESTS
Consumer Technology, Home Automation, Film Production, Writing, Live Music, Outdoors, Comedy,
Social Trends, Human Psychology, Family
S KILLS
Advertising Agency Management, Advertising Production, Advertising Programs, Advertising Strategy, Agency
Partners, Agency Relationships, Brand Awareness Campaign, Brand Campaign, Brand Integration, B2B & B2C,
Consumer Advertising, Consumer Brand, Customer Segmentation, Digital Marketing Programs, Digital Media,
Direct Response Advertising, Drive Traffic, Global Marketing Communications, Including Advertising, Increase
Brand Awareness, Integrated Marketing Plans, Integrated Marketing Programs, Media Budget, Managed Consumer,
Managed Strategy, Marketing Communications Programs, Messaging Strategy, Media Optimization, Outside
Agencies, Millennials, Regional advertising, Social Channels
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