Digital Marketing Operator

Drew Moffitt

732-***-**** ****.*.*******@*****.*** 310 East 44th Street, New York, New York 10017

Re:Marketing Role at Your Company

Dear Executive,

I am looking for a role that allows me to leverage my unique experience as both a successful startup founder and a corporate innovation leader for some of the largest companies in the world. After exiting TailBus in 2016, I teamed up with some fellow founders and former investment bankers to create a service offered exclusively to CEOs of $1bn+ enterprises. The work entailed creating, building, and scaling corporate-backed ventures, most notably creating Ford Transportation Mobility Cloud for Marcy Klevorn & Jim Hackett (see case study, Appendix B). For the past nine months, I have been consulting across both startups and large organizations. Most recently, I was brought in by the CEO of Icreon to accelerate the global marketing operation across the 400 person organization. This included rapidly developing a comprehensive digital strategy to consolidate, centralize, and build a global brand. I performed project management triage across a

$1.2million annual P&L to capitalize on near-term quick wins while supporting long-term digital marketing goals. This included staffing changes within the marketing department to better suit the diverse marketing needs between the US, UK, and India. This five-month effort led to a 10x increase in inbound qualified enterprise sales leads.

My non-traditional background is best suited for a marketing role. Regardless of the project, I will strive for one thing: helping the team quickly identify opportunities to improve the current process, and leading the execution of those ideas (see innovation diagrams, Appendix A). My proven ability to project manage within extremely tight timeframes and utilize an agile process of building, testing, and iterating new business/marketing ideas in a matter of days, would be very valuable to any leadership team looking to rapidly grow.

With my cross-industry experience (see Appendix C) as both a founder and corporate in-house operator, I am confident I can add value to your organization. Let's find a time to chat further to identify how I can best support your long-term growth goals. When would be a good time for you? Sincerely,

Drew Moffitt

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Drew Moffitt

732-***-**** ****.*.*******@*****.*** 310 East 44th Street, New York, New York 10017 Appendix A:Agile Business Iteration Process

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Drew Moffitt

732-***-**** ****.*.*******@*****.*** 310 East 44th Street, New York, New York 10017 Appendix B:Past Corporate Innovation Case Studies

Ford Motor Company:

● Worked closely with and at the request of Jim Hackett (CEO) & Marcy Klevorn (CTO) to audit and analyze the best path to create an ecosystem of third-party developers that could leverage the connectivity ability of the car today and in the future. This included, but was not limited to, fully financially modeling and creating defensible assumptions to present to the Board of Directors. These assumptions furthered the understanding of how vehicle electrification and Level 4 autonomous driving could monetize this $4 trillion future market opportunity.

● Led the market validation efforts using the above analysis. This included stating value props against real-world users to identify the best set of product features for launching this third-party development platform. Ultimately, based on real market response, this led to the creation of an IoT API based development platform that allowed for remote third-party access control (i.e., door unlocking, engine start, etc.) for a monetizable fee

● Managed the lead generation, pitch, and sign-up of startups with over $300 million in venture funding to launch POVs. The most notable being Turo, the peer-to-peer vehicle rental marketplace. Lead product management with technical team members in the development of an MVP system architecture and built out the high-level business requirements.

● Outcome:During the fall of 2017, I led the team to successfully complete all of the above in the breakneck time frame of twelve weeks. As a result of our work, Ford’s Leadership Team (Marcy Klevorn, Jim Hackett, and the Board) purchased the startup Autonomic and Jim Hackett announced the creation of Ford’s Transportation Mobility Cloud during his Keynote at CES 2018. Reliance Capital:

● Worked directly with and at the request of Amitabh “AJ” Jhunjhunwala (CEO at Reliance Capital and Vice Chairman at Reliance ADA Group) to evaluate and execute a new financial business unit of Reliance Capital, a diversified financial services holding company.

● Audited and analyzed market opportunities that could target the next 500 million Indians who are on the verge of needing access to expanded access to financial services, i.e., the non-mega-city dwellers who are underbanked. This market analysis was conducted across the wide breadth of holding companies within the financial sector. Companies analyzed included asset management, health insurance, general & liability insurance, home loans, personal loans, corporate loans, and private equity investment activity.

● Led the team in on-the-ground design sprints to interact, show prototypes, and test multiple value props with the target demographic. This led to the identification of a massive market opportunity within the short-term capital needs of small business owners. These transactions centered around supply chain, i.e., a Kirana (a small, usually family-owned, shop that sells convenience store type items) owner needs short term capital to stock up on seasonal items. These businesses lack nearly all access to formal financial services and are instead forced when needed, to access black markets for money lending. These black markets often see interest rates of 100-200%, while formal banks offer asset-backed loans in the vicinity of 8%.

● Led the team of both technical and business team members to launch a beta e-line of credit product as a result of the aforementioned market opportunity. This product included the 3

Drew Moffitt

732-***-**** ****.*.*******@*****.*** 310 East 44th Street, New York, New York 10017 development of a proprietary credit scoring process that utilized non-traditional credit data points to gauge risk.

● Operated a beta POC, NextLoan, that extended over $30,000 of credit to around 100 beta borrowers during a six week period of time. This beta POC allowed us to incorporate key learnings, generate real-world data points, and ultimately prove the model based on 99%+ non-default rate on 15-45 day line of credits. By leveraging the NextLoan KPIs, as well as other industries assumptions, we were able to build a highly defensible financial model for the future launching of this new alternative loan product.

● Outcome:Based on the positive outcome of this new financial product, AJ decided to commercialize the NextLoan product within Reliance Money (a lending company within Capital) and further focus Reliance Money’s future expansion upon smaller dollar alternative lending to the non-urban consumer.

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Drew Moffitt

732-***-**** ****.*.*******@*****.*** 310 East 44th Street, New York, New York 10017 Appendix C:Cross Industry Experience

My background spans numerous industries

● Healthcare @ Aurora Health Care, a $6bn+ health system; & YourMD, a telemedicine startup

● Medical Devices @ EchoNous, a KKR portfolio company

● Financial services @ Reliance Capital, & multiple FinTech startups

● Automotive @ Ford Motor Company

● Off-highway OEM @ Danfoss

● Transportation, founder of TailBus (sold)

● eCommerce @ multiple B2C and B2B large enterprises as well as startups

● B2B Distribution @ Klockner, Allied Building Materials, & Confidential Company

● Information Technology @ Icreon, 400 person global consultancy 5

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