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Management Marketing

New York, New York, United States
October 27, 2016

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Phillip Madanire


Career Summary

A Digital Strategy, Transformation & Marketing Executive with 15+ years of experience helping dozens of executives of leading high tech, pharma & financial MNE’s, exceed their brand targets by 40% to 80% within one year. Expert in supporting clients in becoming more digitally adroit, by helping them address shifting their channel mix, better mobilizing their "big data" assets, and building cost-effective content supply chains. Expert in client-facing projects: consulting, agency & business services.

Digital Strategy u Transformational Business Models u Customer Value & Strategy u Customer Transformation u Business Case Operational u Platform Evaluation & Selection u Process & Technology Improvement u Customer-lifecycle Journey & Analytics u Digital Banking u Global Team Management u Revenue Generation u Cloud Conversion u Personalization - Rich Relevance, Certona and Baynote u Digital Platforms u Customer/User Experience u Digital Dashboards u eCommerce u Digital Channels u Multichannel Marketing

Work Experience

AT&T, New York, NY & London April 2015 – to date

Senior Digital Business Consultant – Strategy & Operations

Led app download, activation, usage, in-app merchant advertising, and contactless payment merchant promotion across channels including Email, Push Notifications, Mobile Marketing, Display, Organic Search, Paid Search, Paid Social Media, and Referral

Drove marketing programs and partnership

Advisor to executives on new digital initiatives. Advisor to President of AT&T Strategy and its AT&T Ventures

Lead various projects on digital and experience strategy, user experience, new product strategy, design thinking and innovation.

Manage and coordinate all data-driven customer experience initiatives. Implement strategic process transformation efforts across all business units. Implementing customer experience and digital transformation.

Projects include AT&T Internet services IOT,, to Netflix), home entertainment, mobility, AT&T Foundry(Fintech, Biotech, Business & Enterprise Services, IOT, Connected Healthcare, Access Home and Connected Car, Cybersecurity, Operational Efficiency, Business Process Optimization), AT&T FutureCast Series.

Responsible for customer experience with Strategy, Experience, Digital Marketing Group, Product and Technology

Leading 8 developers, 4 marketers, 8 content strategists, 4 product managers, 6 designers, 3 researchers.

BEHAVIOR, New York, NY August 2014 – September 2015

Senior Consultant

Strategic Design Thinking consulting firm that creates brand storytelling, discoverability, visual intelligence, behavioral systems

Led web re-design and re-platform of Rage Frameworks business process enterprise applications with focus on Big Data Analysis, Business Transformation, Business Process, Wealth Management and Business Banking – launch date May 05, 2016.

Manage development and implementation of strategic and roadmap framework for new revenue sources and competitive advantage including unconstrained Business Transformation, Digital Transformation, Customer Experience, User Experience, Value Proposition

Develop Strategy for technology infrastructure/ product development and optimization for unconstrained business transformation use cases.

Drove consistent approach and execution across regions by managing 3 designers and 5 developers and advising the CTO and CEO

Tiaa-Cref, New York, NY & London 2014 - 2015

Senior Manager, Digital & Cross-Channel Strategy, Capabilities & Transformation

Supporting CMO, senior management and capability directors, analyze market and competitive research and build frameworks, perform assessments, and develop presentations that roadmap the next 3 year evolution of digital capabilities to help set & achieve organization’s personalization vision: Digital Strategy & Marketing Collaboration, Analytics, Security & Account Opening, Transact & Report, Content Management, and Advice & Solutions. Assessed and recommended combination of technologies DMP’s, Data Flows, Content Management, and Campaign Management systems to deliver personalized experiences

McGarry Bowen, New York,

Senior Consultant 2014 - 2015

Developed an end-to-end process in the marketing, sales, and service organization. Recommended advanced analytic techniques to drive personalized experiences; content/collaborative filtering, PCM. Introduced and applied personalization tools - Rich Relevance, Certona and Baynote for the agency process. Led digital brand strategy and online marketing efforts for clients with focus on digital products and services, social media, video, mobile, and search.

Chase Business Banking - Re-launched digital properties including mobile as “one proposition” across the business, resonating with consumers and increasing Brand awareness and traffic volumes by 65%.

Verizon – Soft Card, acquired by Google

A Joint Venture backed by AT&T Mobility, T-Mobile, and Verizon Wireless developing an NFC-based secure mobile wallet app & commerce network that allowed consumers to pay with their Android and Windows phones at contactless enabled merchants – Now Google Wallet.

Led app download, activation, usage, in-app merchant advertising, and contactless payment merchant promotion across channels including Email, Push Notifications, Mobile Marketing, Display, Organic Search, Paid Search, Paid Social Media, Re-targeting, and Referral.

Drove marketing programs in partnership with Card Issuers and Banks (Chase, Amex), and Retailers (McDonald’s, Jamba Juice, Subway, Coca-Cola, ToysRUs, BabiesRUs, and more) -- increased engagement and merchant offer redemption, lifted merchant store traffic, and payment taps throughout the Holiday Season.

Led roadmap on data, privacy, and analytics enabling CRM, remarketing, ad serving, and app monetization.

Developed and implemented customer contact strategy across channels including SMS, Push Notifications, In-App Content, and Email.

Managed analytics framework, marketing technology infrastructure, and media agencies.

Marriott – Next-Gen Business Travel and Resort Travel.

Led digital brand strategy and online marketing efforts to address the needs of Next-Gen Business Travelers for Marriott with focus on better and stronger technology platform, digital products and services, social media, video, mobile, and search for its properties to serve guests with which it can push interesting content to potential guests and improve their travel experience once they’re on-property.

Clients: Chase, Verizon, Chevron & Marriott

Paragon advisory consulting, New York, NY & London

Principal Consultant – Business Consulting 2014

Client: Merck, Digital Transformation, Multichannel Marketing & Outsourcing

Increased revenues by 20% in Digital Transformation, Multichannel Marketing & Outsourcing programs. Accelerated the adoption of robust digital solutions and compliant policies across the enterprise. Leveraged cutting-edge and efficient technology to engage customers and meet business needs in a changing health landscape.

Capco, New York, NY

Principal Consultant – Business Consulting 2013 - 2014

Increased revenues by 10% to $10M/year by leading $45M Digital & Marketing Strategy program. Established Digital and Marketing Strategy Practice Office of 10 cross-functional, global professionals delivering end-to-end Digital Marketing strategies for clients throughout UK, Europe, Asia and U.S. Led major personalization engagements collaborating with other Capco colleagues in data, analytics, processes and our clients’ agencies to transform their personalization experience. Actively contributed to the development of Capco’s personalization offerings, partnership development, and technical assets roadmaps for the market leading personalization practice.

Played an active role in identifying, defining and selling the personalization value proposition to new and existing clients

Supported the development of a robust personalization practice

Supported the shaped new and existing services for market success

Clients: KeyBank, TD Bank, TD Canada Trust, Royal Bank of Canada, Jefferies, LPL Financial, Fannie Mae, Freddie Mac, Banco Popular, Citibank, Morgan Stanley, Royal Bank of Scotland and Ameriprise.

Digital Practice Expansion

Generated $5M in new revenues by leading end-to-end integration of core banking and related payments systems in 30 global Corporate Banking & Private Wealth Management sites for 2 major European banks

Recruited, hired, managed, and motivated global, cross-functional team. Brought 7 UK nationals, 1 German, 3 Belgians and 2 Australian expatriates

Led capture of clients and additional work of $250M across Banking, Capital Markets, Digital, Finance, Risk & Compliance, Global Delivery, Insurance, Technology, Wealth & Investment Management

Achieved & established Global Delivery Service, reducing costs by 50%, while supporting global client work in complex design projects, application management, testing services and business analysis

End-to-end team expertise includes: Digital innovation, Application management, Infrastructure management, Operations management from strategy and architecture to custom build/operation

Digital Strategy/Customer Experience Service Delivery

For TD Bank, led development of Customer Experience Business Model that increased customer satisfaction on average by 10%, customer retention by 15% and customer referrals by 25%.

“One-click” sign-up process increasing conversion by 37%. Online sales up 22% to hit record, and Bank/ Wealth shadow revenue up 18% meeting strategic growth priorities.

Turned around “off the rails” project and underperforming team

Divisions included: Wealth & Investment Management, Banking, Mobile Banking, Digital Banking & Business Banking

For Ameriprise Enterprise Content Management, led cross-functional team of 7 in concept ideation, design, & prototyping of a mobile digital dashboard solution for Jefferies Investment Bank.

Managed on-time and within budget delivery of 6 strategic initiatives for large, global banking and payment companies across North America and Europe.

Helped Banco Popular Dominicano harness digital capabilities to increase Brand awareness and traffic volumes by 45%, customer acquisition by 200% and customer retention by100%. Applied the use of personalization tools - Rich Relevance, Certona and Baynote

Helped KeyBank realign go-to-market channel approach for B2B service providers via Digital Platform Modernization to deliver a next generation, differentiated Digital Channel to new banking landscape

Helped Citibank to design organization for balanced local/global digital marketing process

Won $40M regulatory compliance projects with Tier One global investment banks with footprint in Asia

Developed and implemented LPL Financial’s customer experience strategy

For Royal Bank of Scotland Banking and Wealth Management Strategies, developed digital banking for full customer lifecycle that increased customer acquisition by 300%,

Targeted $45 M annualized operational costs reduction by 30%

Expanding global footprint into Europe, Pacific and Asia to capture estimated $70 B in IT spend in 2015

Talent Management

Recruited and hired employees across all business domains for offices in New York, NY; Chicago, IL; Buffalo, NY; Washington, DC; and Toronto, Canada; in change management, target operating model, process improvement and project management

Managed team to develop Knowledge Competencies, Skill and Ability Competencies, Behavioral Competencies. Educated broader Marketing Team in digital commerce and media management.

Direct reports achieved fast promotion. Achieved 100% retention through close education & mentoring

Increased attendance by 700% to Central Park Breast Cancer Walk when built out CSR programs

Westhouse Consulting GmbH (placed at Infosys/Frankfurt), Munich, Germany

Principal Consultant – Business Consulting 2013

Achieved 100% of first year milestones and goals, delivering revenues of $25M.

Business Development

Led development and execution of B2B Integrated Marketing & Digital Innovation Consulting strategy & business plan

Established and grew operations in 4 European markets – Germany, Switzerland, UK, France

Engaged Vodafone CEO with risk management & change plan to oversee location shift of 80% of dispersed support functions from for 21 countries to central hubs for shared services operating model

Reduced cost-per-acquisition up to 50% in various mature markets including Germany and UK.

Grew ecommerce Sales from 0.5% to 8% within 6 months in major EU markets.

Exceeded annual revenue and profit targets, growing revenue to 1.6 B in 6 months.

Led market research activities and produced standard and special reports on sales, market situation, channel trends and competitors including actionable marketing and corporate-oriented insights.

Service Delivery

Managed remote, geographically dispersed technical teams in EU & India to complete on time on budget, Global Delivery IT Cloud conversion and Enterprise Content Management for Deutsche Bank

For Deutsche Bank Global Digital Marketing, led digital brand strategy and online marketing efforts for with focus on new digital products and services, social media, video, mobile, and search

Integrated 21 ecommerce and mobility stores 21 countries into one global system for Vodafone

Achieved cost reductions of 20% in technology spend

Practice Management

Developed and trained a global team of 140+ employees working across departments including Marketing, Retail, Brand, Public Relations, Supply Chain, and Legal

Oversaw Post Merger Integration of Lodestone

MHMK Macromedia University for Media and Communication, Cologne/Munich, Germany

Digital Marketing Director/Chief Digital Officer 2011 –2013

Expanded market size 500% by building international partnerships and expansion of business units in Europe. Accelerated company acquisition by Luxemburg based network. Publication.

Business Development

Increased client acquisition to 1700% Internationally, 600% in Europe

Helped establish and grow 3 start-ups

Pm Consulting, New York, NY and Europe

Digital Marketing and eCommerce Consultant 2006 – 2011

Spearheaded development and execution of strategic plans and programs to drive profit growth of 10% y-o-y for $30M multinational business and technology consultancy and their Fortune 500 clients.

Clients: IBM, SAP, Amex, Cisco, Dupont, Pfizer, Glaxo-Smith Kline (Nicorette, MyAlly, Nicoderm), LG Electronics, Voltage, Digital Envoy, Guidepoint Global Advisers, Johnson & Johnson, Daiischi, Noven,

Samsung Global Digital Innovation: Managed digital marketing programs, boosting customer conversions rates. Increased sales by 20 % and profits by 30 %

EMEA Strategy/Expansion/Globalization: Established and grew global operations in 4 EU markets, achieving 100% of first year milestones and goals

International/ New Market Penetration: Researched and developed for entering Europe marketplace Europe marketplace landscape and led business development to support the US Corporate Strategy HQ

Sales Management: Lead RFP response teams to develop proposals, sales, and marketing materials.

Practice Management: Manage 40 consulting professionals. Established and grew 2 start-up operations in Europe and the US markets.

Ogilvy, New York, NY

Art Director 2002 – 2006


New York University New York

Certificate in Investment Banking

Rhode Island School of Design Providence, RI

Master of Industrial Design

MBA Semester: Harvard Business School

Liberal Arts Semester: Brown University

School of Planning & Architecture New Delhi

Bachelor of Architecture

Technical Skills

Platforms: Windows, Mac Office applications: Microsoft Office (all applications), Microsoft SharePoint, Google Docs, etc. Web development: Adobe Dreamweaver, WordPress, HTML

Content Management Systems: Vignette, Drupal, Folio, WordPress, Web Sphere, SharePoint

Social media: Twitter, Facebook, Hootsuite, YouTube, LinkedIn, Google+, Vimeo, Spredfast, Flickr

Design/Illustration: Adobe Creative Cloud, Photoshop, Illustrator, Microsoft Visio, Microsoft PowerPoint

Web analytics & marketing: Omniture, Google Analytics, SiteCatalyst, Adobe Marketing Cloud various data mining and research tools specifically centered on SEO/site traffic analysis

Other: Adwords, Adwords for Video, Google Tag Manager, Magento, Mixpanel, Appboy, Segment, Fiksu, Kochava, Appsflyer, Adroll, Radian 6, Crimson Hexagon, Brandwatch, Netbase, Spredfast, Hearsay, Percolate, SocialWare, Shoutlet, SendGrid, Campaign Monitor, Marketo, Eloqua, Salesforce, Tableau, Dreamweaver, Visio, Omnigraph, Axure, Microsoft Excel, Word, and PowerPoint

Additional Skills

Business Development and Operations Management, New York, NY February 2011 – to date

Venture Capital and Start-Up Advisory

Serial Investor, New York, NY 2014 – to date 2014 – to date

Blue Jay Syndicate Investor Member, U.S.A. 2014 – to date

Certifications: Investment Banking (May 2010), New York University; New York, NY 2014 – to date

Professional Affiliations: DoNation People - EU, North America, Australia Ambassador and Board member (2011-present), MHMK University, European Union Professor

Awards: NY Addy Awards 2006: IBM Business Consulting Services Gold - Interactive – Marketing, IBM "Take Back Control" Campaign. Gold - Integrated Marketing, IBM US Open. Gold - Online Marketing, Effie Awards 2005: IBM e-business, Gold. Sustained Success, 2005 AD Tech Awards: Best B2B Marketing, CEBA Awards 2005: IBM "Government". Winner. Best Interactive Marketing

Volunteer Activities: Coworking Space Garagebilk Entrepreneur Business Advisor


Languages: English (native); German(Advanced), Portuguese(basic); Spanish(Intermediate); Hindi (basic); French (basic)

Interests: Travel, cycling, Arts, Film, Cultures, Socializing, Corporate Social Responsibility, business differences in North America, EMEA, Asia and Australia

Contact this candidate