Insight + Experience
I started working on mobile enterprise solutions in early 2000, for the medical device distribution
chain, and I have been online since 1995. My experiences have been progressive and everything I know I have learned by
testing, interpreting data points, researching and applying knowledge using direct response principles that have been modified for the
online space. The first five years were basically a period of discovery for many. It was unpredictable because nobody really
understood the WWW, what drove traffic and how to determine what was good or bad design and experience.
At this point, in
late 2000, I left the corporate world of integrated direct marketing and joined a company that had already developed the tools
for measuring online campaigns in real-time.
I pioneered DR principles to the web in early 2000 selling tiny wireless
cameras using e-mail marketing and testing variables on landing pages designed to convert visitors to customers. I experienced
firsthand how quickly the results impacted daily revenue by using a simple, but progressive A/B split testing methodology.
This was also the time when we launched the pop-under ad campaigns, daily e-mail testing, and text ads.
Creating perpetual
testing environments became a reality and transforming the traditional 12 to 16 week time frames for testing, using the USPS, to
24 hour cycles online proofed to be an astounding tipping point in the direct marketing profession. The shift from
learning test results in 1 day vs 112 days was amazing.
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| Wireless cameras and pop-under web ads |
Specialist
Integrated direct response creative, branding, marketing communications, measurable online
advertising, packaging design, web design, site development, e-commerce,
strategic planning, promotional events, team coaching, process development and optimization.
"We had a
busy year! Not only record volume, but the largest growth in a decade. I feel it's important to let you know that I not only
appreciate your hard work, but acknowledge that our success each year is primarily due to your efforts." - G.C., CEO
The transformation
of a brand and business model...
GC was the CEO of what was considered the most secretive direct response marketing corporations in North
America. He was also part of the senior executive team who initially interviewed me, only to tell me I did
not have enough direct response marketing and creative experience to fill the open position in the marketing department.
Ten years later, almost to the day, I had just returned from a month long trip to Germany with 30 high school students who
were part of an exchange program. The day after I arrived home I read the paper and found an ad they had posted for a
Creative Director position. I was pleasantly shocked and quickly responded. This time I was offered the job within about
48 hours. That was the beginning of five incredible years in an industry that experienced some major changes in direct
marketing, from traditional to online, and a business model that went from photofinishing to digital processing. We stored
images, developed photo related software and sold products like single-use cameras, calendars and educational materials through
e-commerce and retail.
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| E-commerce web site for selling image related products from calenders to mugs. |
"I am seeking a long-term contract or a FTE role in a
corporate or agency environment!"
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| Provided brand, web and pr services to an office furniture and casegoods manufacturer. |
Highly qualified direct response creative & marketing
professional – 20+ years. Integrated (Traditional and Online) since 1995 – e-commerce, e-mail, architecture,
strategy, site design, mobile, content and team development. B2B + B2C and Non-Profit. Perpetual online marketing, SEO and
SEM since 2000.
I am an expert in creating measurable, results-driven engagements that appeal to the human senses
and touch emotional sensitivities to elicit a desired response via multiple channels. My experience includes corporate, agency
and consulting/contractor across creative, marketing, business, technical, and organizational disciplines.
"I am performance oriented
and an expert at creating results-driven engagements that appeal to the human senses and touch emotional sensitivities to
elicit a desired response via multiple channels!
Four years marketing and selling dietary
supplements with monthly catalogs and e-commerce Spending four years to make a significant difference
was definitely an experience that had a profound impact. Transforming a traditional creative team into group of
versatile integrated specialists who helped contribute to the companies profitability, by increasing their productivity over
510% from 2006 to 2010 was significant. As team we worked extremely hard to make a difference. And, we were
blessed to introduce an amazing natural wellness drink to a world that really needs an natural solution to inflammation and
pain. With a monthly catalof and health journal produced every month...120 days in advance and up to six versions each at
one time...we also never missed a print and mail date in 48 months. We also only worked two Saturdays in four years to make
sure we did not fall behind.
Managing and developing software
projects
As a Creative Director
I had already been using many of the multimedia applications around as a promotional tool, but it was not until 1995, with
the onset of the web, that this became a discipline that was tailored for use online or for branded product sales. The
responsibilities and experience were capped by obtaining a certificate in Advanced Project Management at a local university.
Managing projects effectively and effectively has also influenced the way I manage teams, individuals, schedules and challenges.
Developing
a retail store concept
on a really tight budget!
I accepted a responsibility to develop
a retail store concept for the company that had to be done for under $25K per unit. And, it had to include everything you
can imagine from lighting and fixtures to creating and designing some of the merchandise we would sell. In 3 months a conceptual
prototype was delivered within budget. It was tested and then rolled out by opening 32 retail stores in the Pacific Northwest.
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| Design included the mold for the single-use cameras which were built to spec in China. |
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"John
is very creative
and very current
with the latest trends for
print and the web.
Professional recommendation "John is very creative and very current
with the latest trends for print and the web. I worked with John's department on many occasions and he was extremely supportive
of the marketing department's projects. John was able to increase the Creative Department's productivity by over 500% in 2009.
I admired John's ability to manage constantly changing projects and direction from the leadership team; yet completing them
on time and on budget.” K.B. - Online Marketing Manager, Scottsdale, AZ
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| Technically a very good brand. One of many I use myself and have sold along with other top brands. |
Markets
- Mobile Technologies
- Health & Wellness - Dietary Supplements, Whole Foods/Plants/Fruits/Herbs
- Healthcare - Medical Devices, Software and Hardware Solutions
- Premier Soccer Clubs
- Photography
- Tour
& Travel
- Financial
- Consumer Electronics
- Time-Share Resorts
- Sports/Soccer
- Retail Sales - Sporting Goods, Camping & Outdoor Gear, Skies,
Snowboards, Boots, Footwear, Sportswear, etc.
- Public Utilities
- Telecom, Energy-efficient Power, Gas
- Manufacturing
- Restaurant Services
- Food/Beverage
- Training/Education
- Office Furniture and Casegoods
- Real Estate and Securities.
The most action packed markets Aside from selling high-end performance sportswear,
footwear, adventure gear, and a wide range of sports equipment for all seasons there is nothing like selling mobile technology
that's in high demand. Whether you are promoting, advertising or marketing online the experience to see results immediately
or hear the sales calls coming in is a real thrill. Having your phone ring every time you have helped move another $10K in
product produced a sensation that is very much a rush. Whether it is a very personal experience that involves fitting ski
boots, online marketing or orchestrating a trade show event for mobile consumer devices in Hannover, Germany at CeBit,
I enjoy it all very much.
The most interesting assignment - Introducing
mobile enterprise solutions to the medical device distribution chain What I like about helping start-ups is the opportunity
to learn new things very fast. In this role I owned the web and marketing initiatives aimed at medical distributors
to promote the brand and introduce mobile enterpise solutions to the medical device distribution chain. This was done by replacing
manual inventory control systems with a web based system using hand held smart phones and very small third-party bar
code readers. Once introduced to a medical distributor all medical parts were tracked daily by having the medical
reps scanning all parts they handled from the delivery service point to the surgery room. At the end of the day they would
sync their data with corporate by going online. They did this by placing their smart phones into a cradle and using
a web based "inventory control" application to log on. I did this project over six years ago. This, plus the health
and wellness experience in early 2000 led to a role with a major global agency for a client/prospect who wanted to acquire
market share by creating a healthcare division for their brand. This group would focus on selling software and hardware solutions
to hospitals and long-term care centers.
1/5/2011
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