Marketing, Digital Marketing, Ecommerce, CRM, Marketing Automation

JOHN MICHAEL PHILLIPS

***** ****** ***** ***** ********, Ohio 45140 *******************@*****.*** +1-513-***-**** Home +1-904-***-**** Mobile

SUMMARY International Media & Marketing Leader, Business Developer, B2B & B2C, Digital Industry Native Strategic Planner of Demand Generation and “Mobile and Social First” Acquisition and Retention Customer Relationship Management (CRM) and Marketing Automation Certified Expert

EXPERIENCE

Pro Football Focus Cincinnati, Ohio

Senior Vice President, Marketing & Consumer Operations (April 2016 – Present)

Reporting to the CEO and mentoring a staff of 12, set strategic direction, drive growth agenda, and execute annual consumer operating plans to take share of a $1B fantasy football material market. PFF, the global leader in American football performance insights, provides the winning edge to 27 of 32 NFL teams, 16 College programs, NBC, CBS, ESPN, Yahoo, SiriusXM, fans and fantasy players.

Developed 3-year business, staffing and investment plans from cash-flow negative to $10M EBITDA Managed financial planning and analysis, established key performance indicators (KPIs), and presented short and long-term strategic investments in product development, marketing technology, content production and advertising.

Architected freemium subscription service and simplified user experience increasing revenues 73% YOY

Tripled conversion rate by consolidating products and price points from seven to two and by helping customers win while saving time through mobile focus and threading of contextually relevant data and insights.

Directed consumer segmentation, influencer relations and content marketing to reach $16.5M earned media

Defined targets, messaging and identified relationships that help PFF build more relationships resulting in 181% YOY web traffic growth and a doubling of followers across Twitter, Periscope, Facebook, Instagram, and Snapchat.

Digital River Minneapolis, Minnesota

Head of Demand Generation, Ecommerce & Payments (March 2013 – March 2016)

Directed demand generation and a cross-functional team including product marketing, branding and creative, CRM and marketing automation, public relations and social media, and search and display advertising. Digital River processes $45B annually through a unique set of ecommerce and payments solutions developed to simplify international expansion and grow revenue in a rapidly changing global, mobile, social, and local commerce landscape. Competitors: Stripe, Adyen, Worldpay.

Implemented Marketo marketing automation with SalesForce CRM representing $90M in pipeline

Architected permission based marketing strategy and preference center to optimize promotion across business units towards Digital and Games merchants increasing opt-in, shortening sales cycles and representing 23% of total pipeline.

Conceptualized “SPEED WINS.” a corporate-wide campaign doubling marketing generated pipeline YOY

The integrated marketing campaign featured virtual reality racing simulations symbolizing Digital River's commerce, payments and marketing solutions designed to increase speed to revenue for clients anywhere in the world.

Invented X-Border Payments Optimization Index establishing company as financial technology thought leader

In partnership with PYMNTS.com, the quarterly index served as an evergreen demand generation asset and definitive benchmark for cross border ecommerce growth opportunities by industry and by market.

ATP World Tour Ponte Vedra Beach, Florida

Senior Vice President, Marketing & Digital Media (June 2007 – February 2013)

Led internal agency of 20 to increase acquisition, retention and monetization for the governing body of men’s professional tennis through brand development and the optimization of intellectual property rights for 62 tournaments in 31 countries. Developed, managed, enhanced and scaled digital media, platforms, products and campaigns (social, search, display, mobile) that attracted 250 million visits and 2 billion page views, growing 35% YOY.

Directed media productions, rights management and syndication increasing consumption by 1000%

Planned editorial, photography, video, television and live streaming content development and integrated advertising programming initiatives to enable broad and efficient distribution to owned, earned, and paid channels.

Implemented “Social First” approach to content marketing and advertising growing fans/followers 4X YOY

Developed social media marketing best practices and performance dashboards to evaluate targeted advertising to increase content and campaign engagement rates and ensure the ATP remained a primary source for social sharing.

Produced, packaged, valued and sold new and existing digital assets, approx. $15 million per year

Led digital sales, sponsor and advertiser activation and inventory delivery process including strategic account management of Corona, Barclays, FedEx, RICOH, Rolex and HEAD and optimization of third party ad networks.

EXPERIENCE

AOL Dulles, Virginia

Director of Marketing & Ecommerce Strategy (June 2004 – June 2007)

Defined and evolved vertical business and product strategies with AOL Commerce business leads, the company’s second most profitable operating division, with $140 million in annual revenue. In addition to strategic oversight of Autos, Careers, Personals (subscription), Real Estate, Travel and Tickets, applied focus to Shopping developing marketing and ad campaigns with The North Face, Oakley, Bose, Sony, Best Buy and Target. Led team of 6.

Conceived mobile advertising opportunities valued by market in excess of $10 million

Leveraged AIM’s instant messaging market leadership and the broad reach of the AOL Media Network to unearth unique advertising value and correlated market demand. Microsoft Excel and PowerPoint intensive.

Created low cost plan to increase pageviews and reduce exits via purchase consideration content

Developed “closed loop” concept to strengthen approach to the online buying cycle and ability to grow revenue (est.

$750,000/year) by reducing exits to search engines, increasing pageviews and retention.

ShopNBC FanBuzz (Now EVINE) Minneapolis, Minnesota

Senior Marketing Manager, Ecommerce & Catalog (January 2003 – June 2004)

Strategic agency account management responsibilities for the development of private label ecommerce and direct mail businesses for sports and entertainment properties including Snoopy, Elvis, Weather Channel and Olympic brands. Managed resource allocations and responsible for traffic, response, sales, margin and profitability.

Increased conversion rates by 200% through enhanced email marketing campaigns featuring relevant product and call-to-action incentives communicated on a weekly basis to more than 1M subscribers.

Broadened sales opportunities through contextual commerce and integrated partner promotions. Leveraged partner advertising resources to promote online store through direct response television commercials, event signage, catalogs, print ads, bounce backs, statement stuffers, and affiliate networks.

US Olympic Committee Colorado Springs, Colorado

Marketing Manager, Ecommerce & Catalog (November 2001 – January 2003)

Responsible for managing comprehensive operations for the official online store and direct mail catalog of the US Olympic Team. Developed mailing plans and evaluated redemption rates and product performance through source code tracking and page analysis. Built customer models to ensure cost effective prospecting. Partnered with USA Hockey, US Ski & Snowboard Association, USA Basketball and others to grow their brands and revenue through internet retail.

Managed the most popular and fastest selling product in Olympics history; the famed Roots beret was an instant classic with over 1 million units and $20 million in sales over 12 weeks.

Grew email database 600% during Salt Lake 2002 Olympic Winter Games via online marketing, sweepstakes and advertising within direct mail program, accounting for 34% of total online sales.

Reduced fulfillment operating costs by 50% through a branded packaging process, while providing private label appeal and improving the reach of US Olympic Team’s image and brand message.

Warner Bros. Burbank, California

Senior Marketing Professional, Ecommerce & Auctions (March 1998 – November 2001)

Began with Warner Bros. Int’l TV Marketing as Advertising Coordinator with successive promotions to WBshop.com as Senior Professional and to Warner Bros. Int’l Consumer Products Licensing as Marketing Representative. Licensed productions included Friends, ER, Harry Potter, Batman and Looney Tunes.

Launched Hollywood’s first direct to consumer auction, WarnerBrosAuction.com.

Collaborated with eBay to support the production and promotion of Warner Bros. Auction experiences, a public relations and philanthropy channel produced in conjunction with WB Corporate Archives.

Supported licensing sales of Harry Potter, a multi-billion dollar character-licensing program.

Modeled and negotiated category licensing agreements for international territories to expand the worldwide distribution of Warner Bros. Consumer Products properties.

EDUCATION

University of Southern California, Los Angeles, California

Bachelor of Arts, School of Cinema-Television, 1997

ASSOCIATIONS, INTERESTS & RECOMMENDATIONS

http://www.linkedin.com/in/johnmichaelphillips

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