I create value beyond profitability. 15+ years experience leading teams to transform technology-based companies into global market driven ecosystems through brand building, strategic marketing, product differentiation and creative direction. Achieving success by understanding data driven metrics to create inspiring solutions while offering global perspectives from best practices & industry experiences. Technology minded with startup experience taking a proactive ownership role to lead initiatives from strategy to execution. Authored a marketing strategy ecosystem framework to identify, drive innovation and create value. Marketing & Digital Strategy | Branding & Product | Social Media Mgmt. | Content Creation | Analytics | Customer Engagement | SaaS | IaaS | Technology | Telecommunications | Startups | Aerospace
ILLUMULUS, Denver CO November 2015 - Present
Founder/CEO - Global Marketing Consulting Started iLLUMULUS because marketing should create value for companies; it’s not just about selling. Global marketing, customer engagement, communicator and inspiring professional leader responsible for driving company growth by identifying digital marketing opportunities within strategic relationships and executing inbound marketing efforts to create value for partners Company Value Creation • As a new company, we needed to enhance our growth. Developed two strategic partnerships with incubators in Korea (kt) & Rwanda (kLab) gaining access to 100+ global startups to build our business development network. • Needed to create an influencer approach to build trust. Oversee content creation and social media strategy/management with consistent blogging, newsletters and marketing tips to drive high growth with 7,816 followers in the last 8 months • Drive productivity through integrated marketing technology. Using Hootsuite, Crowdfire, Asana, Slack, Band, Google Analytics and Right Relevance to increase, track, promote and collaborate marketing progress. Must be metric driven. Customer Value Creation • Research advisor to financial investment firms in Asia & US providing key insights into the South Korean telecommunications market on B2B, Korean market (population, density, housing) and cloud perspectives leading to potential investment. • Korea Telecom used outdated sales techniques relying on government relations to reach developed markets. Repositioned inbound marketing focused on online, content, SEO and customer strategy to increase global reach. Expected ROI is 74%. • Squawkonomics needed marketing leadership to help them reach new clients in Vietnam. Now leading all marketing, branding and thought leadership initiatives for them to create a consistent voice. Qualified leads increased by 40%. • Product launch (마스터요리) Korea. Developed marketing strategy, branding, content creation and online presence to target Korean segments and English expats. 3963 social followers since January 2017 launch with consistent revenue growth
KT (KOREA TELECOM), Seoul, South Korea/Kigali, Rwanda April 2012 – November 2015
Senior Director, Global Business Unit (GBU) - Global Marketing (Cloud IaaS, SaaS, Network and IoT) Recruited to grow the global business unit to access developed and emerging markets. Marketing strategy director delivering global marketing, branding and digital Initiatives through ICT IaaS/SaaS/IoT cloud based platforms & B2B smart solutions for this public global telecommunications company with revenues of $23B and 26,000+ employees. Core Business Value (Growth Creation, Marketing Strategy and Brand Positioning) • A new marketing and global brand strategy was needed to support the new CEO Vision and Goals - Enabled $100M+ in achieved revenue goal coauthoring ‘Hub and Spoke Growth Strategy’ global marketing 2013-2015. Budget of $5.7M. Focused on inorganic growth JV startup investment opportunities through infrastructure and network products. − Developed a new digital strategy to enhance branding, content, status updates and created a client portal to compliment the existing regional sales strategy; increasing qualified lead generation by 145% over 2 years. − Lead presenter for all global business opportunities to inspire others of KT accomplishments and capabilities. Public Private Partnership JV Cloud Startup –Africa Olleh Services (JV between Korea Telecom and BSC – Govt. of Rwanda) • Marketing leadership needed for market readiness, team cohesion and expected projected revenue goals. Resulting 110% IaaS revenue growth ($1.6M) and $20M government cloud project revenue Year 1, as interim Chief Marketing Officer (2014-2015) for AoS (aos.co.rw). − Liaison between Korea Telecom and Govt Rwanda teams to build trust, one voice and one brand for new JV − Gained 21% Year 1 customer growth through restructured pricing model reduction strategy − Optimized cloud product packages to increase storage capacity by 27% and support successful revenue growth − Introduction of new SaaS platform and products to create a competitive edge in the regional market − Decreased EBITA from -$136,552 to -$10,821 from 2014-2015 with projected positive EBIT in 2017
DIGI-DATA CORPORATION, Broomfield, CO (Acquired by Synchronoss Technologies) Vice President, Global Marketing and Key Account Management - SaaS Cloud Backup Aug 2008- Feb 2012
Recruited to lead this engineering driven startup into global growth. Lead P&L with budget <$1M (focused lean startup). Driving $40M+ annual revenues in this SaaS cloud & mobile app startup. Responsible for all aspects of the marketing strategy, channel marketing, facilitating end-to-end marketing programs, product marketing growth hacking, championed product design, transformation marketing, partnership & exerting change leadership to drive high growth. Company Value Creation • Championed product changes to enhance global competitiveness. Increased customer growth by 300% by enabling four key wins (Telefonica, Telecom Italia, StarHub and Portugal Telecom) with $60M potential revenue after transformational marketing UX product upgrades & features sets within my first 6 months at Digidata. Expanded geographical footprint from USA into seven new global markets over 2.5 years. − Oversaw product marketing expansion readiness in Spain, Italy, Brazil, Portugal, Colombia, Argentina and Singapore − Reduced OEM product branding & readiness development time by 26% to get to market faster • Directed corp. marketing & PR efforts supporting investment team to attract potential blue chip buyers (McAfee, NetApp, kt) • Built the marketing team from two people to nine for this startup SaaS company Customer Value Creation • Created inbound channel marketing nurturing programs to address OEM client activation issues: Average open rate (16.24%) leading to 10,390+ monthly new subscribers on average; A/B Testing to validate campaign effectiveness • Created the OEM Marketing Initiative to support OEM channels with marketing and advertising ideas and direction such as the channel marketing campaign “Simplify Your Digital Life’, to drive cloud backup revenue for our partners.
SPACE FOUNDATION, Colorado Springs, CO Vice President, Marketing & Creative Services Jan 2006- Aug 2008
Marketing professional directing both marketing and creative initiatives to enhance growth and brand. Hired as Senior Director and promoted VP, Marketing & Creative Services for leading online marketing & branding efforts to create excitement, attract investment & public interest to private space industry. P&L budget $1.4M. 2 direct reports and 8 indirect reports. • Developed marketing communications initiatives to position Space Foundation as the ‘Authoritative Voice’ in space industry • Responsible for all marketing efforts including creative & PR coordination for National Space Symposium & Strategic Space • Spiked National Space Symposium registration revenue to $600K (52%)/2 years - (content marketing & ecommerce strategy) • Executed viral marketing initiatives to a global audience to increase global attendance to events by 18% for NSS • Negotiated annual multiple media barter agreements and in-kind revenue ($1.6M) • Creative Director winner of one gold and nine silver Communicator Awards
BTS TEAM, Houston, TX - Director, Interactive Marketing and Advertising (acquired Sykes) August 2001- Jan 2006
SYKES COMMUNICATIONS, Houston, TX – Group Account Director June 1999- August 2001
TREVINO INDUSTRIES, Houston, TX – Marketing Manager May 1997- June 1999
PUBLICIS, Dallas, TX – Assistant Account Executive September 1995- May 1997
UNIVERSITY OF HOUSTON, C.T BAUER COLLEGE OF BUSINESS Houston, TX Master of Business Administration 2003
UNIVERSITY OF TEXAS AT AUSTIN, COLLEGE OF COMMUNICATIONS Austin, TX Bachelor of Science Degree, Advertising 1995
• Certification: Inbound Marketing February 2017, Hubspot • Affiliations: Member, Technology Marketing Group/Cloud Computing Group, LinkedIn (2013-present) • Software: MS Office (Excel PivotTables) Adobe Creative Suite, Hubspot Automation, Google Analytics/Adwords, Social Media, Salesforce.com, SEO analytics, WordPress, HTML, CSS, Hootsuite, Crowdfire, Adobe Premier, iMovie, Moovly • Volunteer Activities: Pentaverum – Mentoring and Leadership Development (2012-present); NaisA (2016) • Languages: English (native); Spanish (basic); Korean (basic) • Expat Experience: South Korea, Rwanda, Spain, Italy
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