Digital Marketing Pioneer

BC Brian Critchfield, MBA

••• **** E. Hazeltine Way • Chandler, AZ 85249

• 208-***-**** • *****.***********@*****.***

•••

Leadership.

Creativity.

Results.

Head of Digital Marketing - ON Semiconductor, Phoenix, AZ (January 2019-Pres.) www.onsemi.com A $6B Semiconductor Industry Leader

Built personas, mapped the customer journey, created the marketing strategy, and wrote company mission statement Moved from a publisher-only advertising strategy to a full-funnel global marketing strategy Generated a 900% increase in conversions while dropping the cost per conversion (CPC) by 95% Consolidated data sources into a universal data hub using a customer data platform and launched automated processes Grew web traffic and conversions to an all-time high through a web redesign and application of key SEO principles Launched the company’s first ABM program including microsites, nurture campaigns, ad campaigns, and personalization Consolidated all content strategy, production, and promotion into a single, coordinated effort CEO, Chief Map Builder - Cartography Digital, Chandler, AZ (February 2015-Pres.) www.cartographydigital.com A Customer Experience Optimization Agency

Map the customer journey, identify gaps, and provide services and technologies that create a seamless experience Founded the agency, built the team, acquire new clients, and lead all customer engagements Established nearshore/offshore relationships with development teams throughout Latin America and Eastern Europe Provide clients with Silicon Valley-level talent at a fraction of the cost through outsourcing relationships Developed a 3D configurator for a start-up vehicle company that allows potential buyers to customize their vehicle Consolidated multiple databases into one tool and launched an email strategy for the Fiesta Bowl Provide outsourced development staff for one of the largest mobile developers in the country Manage all online marketing and outreach efforts for the Arizona Indian Gaming Association Professional History

• International speaker, author, professor, and

consultant with over 25 years of experience

• Workshops delivered from Kuala Lumpur, Malaysia

to Johannesburg, South Africa

• Associate faculty at 3 leading Universities

• Digital media marketing pioneer

• Global marketing veteran with clients on 6 continents

• Specialization in launching new products,

divisions, and companies

• Certified in people and cultural development

• Successful serial entrepreneur

Summary

• Translating from complex to simple

• Building high-performance teams

• Sales and Business Development

• Word-of-Mouth Marketing

• Launching New Products

• Marketing Strategy

• Channel Development

• Digital Media

• Positioning

• Speaking

• Writing

What I Am Good At:

Global Masters of Business Administration

Thunderbird School of Global Mgmt. - Glendale, AZ

[Graduated With Honors, Aug.09]

Bachelors of Business Administration in Marketing

Boise State University - Boise, ID

[Graduated With Honors, Cum Laude, May.03]

Accomplished Under 40 - Idaho Business Review

Honored as one of the top 40 business leaders in the State under the age of 40

Franklin Covey Certifications

7 Habits of Highly Effective People - Certified Facilitator Awards & Certifications

Education

English - Native

Portuguese - Fluent

Spanish - Intermediate

Languages

Microsoft: Windows, Office, OneNote, Project

Mac: OS X, Keynote, Pages, Numbers, iLife Suite, iOS, Facetime Adobe: Photoshop, Illustrator, InDesign, Acrobat, Flash, Analytics Google: Docs, AdWords, Analytics, Webmaster Tools, Tag Manager Other: Tealium, HubSpot, Marketo, Pardot, and many more... Computer Skills

Professional History Continued

Vice President of Digital Strategy - International Cruise & Excursions, Scottsdale, AZ (September 2017-July 2018.) iceenterprise.com

One of the World’s Largest Travel Agencies

Hired to consolidate and build an internal digital agency to support strategic initiatives and launch B2C efforts Built a team to manage all marketing automation, paid advertising, social media, and influencer outreach Implemented a brand new Mar Tech stack within the organization including Tealium, Falcon Social, Marketo, and more Helped build 4 new travel brands and launch digital subscription models to both business and leisure travelers Helped build the largest online travel community on Facebook through all organic tactics Built a campaign and microsite to drive thousands of arrivals to a chain of high-end luxury resorts in Mexico Vice President of Digital Marketing - Elio Motors, Phoenix, AZ (June 2015-June 2017) www.eliomotors.com An Innovative New High-Efficiency Car Company

Responsible for driving the majority of revenue for the organization, acquiring over 65,000 vehicle reservations Managed all search, social media, online display, mobile, email, and content marketing efforts Launched nationwide direct response television campaign that drove a significant increase in reservations Negotiated a partnership with The Onion to sponsor all political content during the election season Spearheaded the effort to raise $17 million through Regulation A+ and became the first company to go public Associate Faculty in Marketing and Strategy - University of Phoenix, Grand Canyon University, Westminster College, (2011-Pres.) Leading Universities in North America

Teach both graduate and undergraduate marketing and strategy courses in a classroom environment Recognized by both students and administrators as one of the top teachers in the discipline Redesigned MBA Marketing, Principles of Marketing, Foundations of Digital Marketing, and Internet Marketing for UoP Designed the new Digital Marketing Certificate for University of Phoenix along with its 5 courses Created and recorded 6 new multimedia clips for the Digital Marketing Certificate Wrote 2 of the 11 chapters of the new custom text for Introduction to Marketing for GCU President/CEO - Navel Marketing, Chandler, AZ (2007-2016) www.navelmarketing.com A Word-of-Mouth Marketing and Social Media Consulting Firm Founded a word of mouth marketing firm focused on teaching companies to market from the inside out Acted as an outsourced Chief Marketing Officer (CMO) for organizations in need of change Acted as an outsourced Head of Strategy or Digital for marketing agencies in growth mode Trained senior executives from Johannesburg, South Africa to Kuala Lumpur, Malaysia Presented dozens of keynote presentations, seminars, and workshops Launched the social media strategy for a UK-based ePublishing community that created a top 8K site worldwide Launched factory-direct stores on eBay for major manufacturers such as SiriusXM and Audiovox Vice President of Digital Media Services - StringCan Interactive, Scottsdale, AZ (2013-2014) www.stringcaninteractive.com A Global Strategic Digital Agency

Managed all the business development, strategy, and services teams in serving a growing global clientele Reinvented the agency’s strategic process as well as its service offerings in order to create greater recurring revenues Developed new service offerings in content marketing, email marketing, eCommerce, mobile, and online display Built a new scalable agency model that establishes departments supported by a “bench” of freelance talent Secured millions of dollars in new business for the agency Lead Strategist (Contract) - MiTek Corporation, Phoenix, AZ (2012-2013) www.mitekusa.com A Global Manufacturer in the Consumer and Commercial Audio Electronics Industries Developed all sales, marketing, and channel strategies for the 13 divisions of a global electronics firm Led the team that launched a new consumer audio channel strategy from idea to full execution in 3 short months Was the first to apply an affiliate marketing model to a traditional channel and doubled channel participation Built relationships with major accounts and channel partners to sell them on the new model and secure new business Developed the strategy to increase market leadership in commercial sound, paging, and crisis management Professional History Continued

Digital Advertising Manager - Gannett (AZCentral.com, The Arizona Republic, KPNX Channel 12), Phoenix, AZ (2010-2012) Arizona’s Largest Local Media Company

Managed a team of 9 digital sales specialists including both the strategic accounts team as well as territory team Led Gannett nationwide in sales goal attainment for the successful launch of its partnership with Yahoo! Increased team quota attainment from 85% to 130% in first month and grew revenue 85% year over year Recruited to lead the declining real estate segment in multimedia sales, including print, TV, digital, and direct mail Produced the first year over year revenue gains from the real estate segment in 6 years Director of Sales, Educational Markets - Auralog, Inc., Phoenix, AZ/Paris, France (2009-2010) www.tellmemore.com The World’s Leading Publisher of Language Training Software Managed the team that sold language training software to school districts and universities throughout North America Profitably grew the team over 300% in 3 months

Led the company in both profitability and sales

Helped position the company for acquisition by Rosetta Stone Vice President of Marketing - Boon, Inc. and Keen Distribution, Chandler, AZ (2009-2010) www.booninc.com A Leading Manufacturer of Modern Baby Accessories

Managed all marketing and strategy efforts for the innovation leader in modern baby gear Built network of mommy bloggers that drove significant online buzz Managed all media relations and achieved editorial and product placement in major national publications Launched several new products and established significant market share Helped position the company for acquisition by TOMY Director of Business Development - Stratus Marketing, Boise, ID (2004-2005, 2007- 2008) www.stratusmarketing.com A Marketing and Channel Consulting Firm Specializing in Technology Product Launches Lead the new business development team for a growing channel marketing consulting firm Re-branded the firm and managed the development of its new website and sales materials Doubled profits by creating the firm’s specialization in launching international products into US markets Created $5 million worth of US business for a UK-based handheld software by developing its branding and channels Launched major initiatives for large technology firms such as HP and Kodak President/CEO - BlueLine Grassroots Marketing, Boise, ID (2004-2007) The First Social Media Agency in the Northwest

Founded a multi million dollar social media marketing firm and grew it to the 3rd largest agency in Idaho Managed all of the strategic planning, operations, finances, and human resources of this 20 person firm Developed and executed a customer evangelism strategy that helped an established water park improve profits by 30% Developed a search marketing strategy that tripled traffic to a new web property for Weyerhaeuser Successfully launched Idaho’s first new bank in 25 years and created instant market share Brian’s ability to lead, critically think, find solutions, and chal- lenge his teams to be great day in and day out, is immeasurable. All of these characteristics coupled with a brilliant mind make Brian a valuable weapon for any organization. Brian also has an uncanny ability to bring out the absolute best in everyone he leads... Brian Critchfield defines success and his rare talent is enviable.

Matthew Finnamore, Account Executive, Gannett

Brian is an online marketing expert, well-versed and reassuringly confident in a space which is new and ever changing. He adds creativity, rigorous strategic insight and clarity in his writing, communications, advice and execution.

Jonathan Cornwell, COO, YUDU Media

Brian is one of the best marketing strategy advisors I’ve seen in action. Brian could stand up in front of an audience ranging from neophytes to seasoned CEOs and lead them confidently to a clearer understanding of their companies, then deliver that understanding ... into a document that served not only as prob- ably the clearest positioning analysis they had ever seen, but also as the basis of a marketing tactical plan.

Michael Boss, Director of Public Relations, MPC Computers Testimonials

We recently hired Brian as Associate Faculty for University of Phoenix. He blew us away with his expertise and ability to present. My colleagues and I are truly impressed, and we are a pretty tough bunch to endorse someone this strongly! Randy Howell, Director of Academic Affairs, University of Phoenix

Contact this candidate