Program overviews

2. Created a strategic content and business
relationship with NBC Sport and the USGA to
produce a celebrity golf event and broadcast
timed with the U.S. Open Championship that
drives print/digital revenue and was a stand-
alone profit center.
Actions: Built partnership agreement with NBC
Sports delivering 90 minutes of programming
time, on-air promotion and talent access to Golf
Digest in exchange for a profit-share model and
advertising exposure for NBC events. Created,
sold and managed category exclusive
sponsorships that were integrated across a 360
program including print, digital, social, mobile
and broadcast. Partners included: AmEx,
AT&T, American Airlines, IBM, Johnnie Walker,
NCL, Pebble Beach, Polo, Rolex, and Tiffany &
Co.
Outcome: The program, which ran for three
consecutive years, drove over $26 million in
print revenue, $3.5 million in digital revenue and
has created over 3 billion media impressions
worldwide. The program recognized by the
Folio Awards for Magazines with a Gold in
2008, Winner of a MIN Integrated Marketing
award in 07 and nominated for 2 Emmys
(08/09).

3. INDEX LAUNCH
Created a luxury magazine property targeting
hyper-affluent consumers, using the screen of
golf, that open up a new world of lifestyle
advertising for the brand. Received the funding
from Condé Nast, took charge of build the sales
and marketing plan for magazine launch (“Index”).
Actions:
Built marketing plan, sales materials, brand
identity and target account list for the magazine
title. Pitched the new title to key accounts and
secured ad commitments to fund the magazine
launch. Worked with consumer marketing to build
the magazine distribution model and consumer
profile.
Outcome:
Launched the magazine and captured $3 millions
in incremental revenue for the Golf Digest brand
per year during 2006-08.

4. GOLF DIGEST IPAD LAUNCH
Introduced “Golf Digest on the iPad” to the market for
both consumers and advertisers. Organized the efforts
across consumer marketing, social, pr, creative services
and web teams to launch the new media digital
platform.
Actions:
Created consumer acquisition strategy through an in-
book campaign (Golf Digest, The Wall Street Journal,
GQ, Wired, the New Yorker), digitally through Condé
Nast websites, as well as a social/influencer outreach
program reaching key bloggers, professional
golfers/industry VIPs and iPad owners with an interest
in golf (WSJ, One Riot and Zinc). Direct sales calls with
clients to sell rich-media ad units.
Outcome:
iPad downloads have surpassed 120,000 since April
2011 and have driven over $1 million in incremental
ad/sponsorship revenue to date.

5. ROLEX “100
GREATEST”Developed line extensions for Rolex around key
editorial feature that delivered content beyond
their traditional print sponsorship.
Actions:
Collaborated with editorial department to launch
the “100 Greatest” on iPad, iPhone, Android,
web and social media platforms. Sold the
concept to Rolex and secured the advertising
and sponsorship commitment to bring the idea
to market. Worked with Rolex and JWT to
create custom rich-media ad units that were
integrated organically across all media
elements.
Outcome:
Drove $1.2 million in incremental revenue from
Rolex, secured a print commitment to support
the digital buy and have recorded over 150,000
customer downloads through the App store and
Android Market.

6. MASTERCARD “HOT LIST”
Developed new consumer touch-points and media
platforms around the annual golf categories definitive
equipment ranking, The Hot List.
Actions:
Created multi-screen approach consisting of iPad, iPhone,
mobile web, social media and ecommerce platforms to
increase connectivity and capabilities for golf customers, as
well as incremental revenue for the brand. Sold the
concept to MasterCard across all platforms and secured
seed funding to launch new rewards-based ecommerce
business for Golf Digest. Coordinated efforts across
editorial, digital, business development, emerging platforms
and client services to launch the product in under 45 days,
leading into the key golf buying season.
Outcome:
Secured $650,000 commitment from MasterCard to fund
the project, launched successful ecommerce platform that
has sold over $750,000 in product and drove over 100,000
downloads to date for the iPad and iPhone apps. Created
award winning iPad app and ecommerce platform
recognized by Advertising Age with a 2011 Vanguard
Award.

7. PGA TOUR PARTNERSHIP
Built a strategy to drive advertising revenue and market
share among the PGA Tour’s 75+ blue-chip partners
through an exclusive marketing relationship with the
Tour.
Actions:
Built a strategic sales and marketing plan to target PGA
Tour accounts with custom, integrated media/marketing
solution including print, digital and B-to-B event
platforms for brands. Organized the efforts of 20 sales
executives at Golf Digest and 10 account directors at
the Tour to create client strategy. Managed the Tour
relationship and sold creative solutions to target
accounts over a 6-year period.
Outcome:
Secured over $18 million annually from Tour account
into Golf Digest and grew market share from 38% to
65% 3 years into the partnership.

8. 360 CONSUMER STUDY
Created a deep-dive consumer study into the demographics and
habits and buying power of the affluent male consumer across
the GDP’s print, digital, mobile, tablet and licensing properties.
Actions:
Partnered with ISPOS Brand Intelligence and Condé Nast Market
Research to field the first-event look inside the golf consumer’
mind and wallet across the entire GDP ecosystem. Produced
ground-breaking study among 2,951 consumers through an
extensive research report that defined the unique, and similar,
attributes of the affluent golf consumer.
Outcome:
The study informed and lead to a new positioning platform for
GDP built around “Alpha Consumers” – a 10 million strong market
of enthusiasts who outspend any other consumer-spending bloc.
A b-to-b ad campaign was created for the Wall Street Journal,
Adweek and on influential media blogs to extend the “Alpha
Consumer” messaging to key clients and buyers.

9. IMAGES OF A
GENTLEMAN
Created a branded platform for Gentleman
Jack whiskey line as they moved into the male
golf marketplace.
Actions:
Built mobile marketing event program at top
country clubs that featured a gallery of iconic
images from the Golf Digest Collection,
appearances by the top sports photographers
in the game and a whiskey-tasting program of
the full Jack Daniels product line.
Outcome:
Program ran for 4 years and secured
$800,000 in annual media dollars from
Gentleman Jack, as well as $200,000 in client
event fees, to fund the mobile gallery program.

10. THE EXPERIENCE TOUR
Created an experiential marketing
program to support key golf
equipment partners. Engaged golfers
on course to sample products and
services from equipment and lifestyle
accounts.
Actions:
Produced multi-city demo event and
mobile pop-up shop reaching golfers
on course over a two-day period
throughout the key buying
season. Coordinated social media,
print, radio and onsite consumer
marketing campaign to drive local
attendance.
Outcome:
The event draws over 26,000 golfers
during the peak selling season and
drove over $750,000 in direct
equipment sales in 2011.

11. Developed a philanthropic event extension with top celebrities
who play golf.
Actions:
Built charity partnership with the Prostate Cancer Foundation as
event funding recipient. Secured CAA to handle celebrity
wrangling in the LA market. Created sponsorship packages and
successfully sold category exclusive deal to Callaway, Puma,
IWC, Izod, Ketel One, Nat Sherman, Pioneer, Porsche, Samsung
Outcome:
Drove over $6.5 million in ad revenue per year over the events 3-
year window and raised $550,000 for the Prostate Cancer
Foundation. The program was featured on Access Hollywood,
The David Letterman Show, E!, Carson Daily, as well as web and
print media outlets generating over 300 million media impressions

12. CONDÉ NAST CELEBRITY
CHEF INVITATIONAL
Built a luxury travel platform across Condé Nast to
drive revenue from lifestyle accounts.
Actions: Created the Golf Digest Celebrity Chef
Invitation with Gourmet, Bon Appétit and Condé
Nast Traveler that including cooking classes, wine
tasting, fine dining and a Pro-Am tournament with
celebrity chefs (Ming Tsai, Tom Colicchio, Geoffrey
Zakarian, Sara Moulton, and others). Hosted the
event in Sea Pines Resort on Hilton Head, The
Sanctuary at Kiawah Island, The Cloisters-Sea
Island, and the Ritz Carlton, Reynolds Plantation.
Outcome: Event program was self-liquidating
during its 4-year run and drove over $2 million in
advertising from event partners annually, including:
NCL, Appleton Rum, MasterCard, RBS, Amstel,
Heineken, KitchenAid and IWC.

13. JAGUAR TIPS+
Created a mobile instruction platform for Jaguar
that taps into and archive of lessons and video
assets form core instructional platform, Tip+.
Actions:
Partnered with app developer, PumpOne, to
build game-based instruction program for the
iphone including personalized video lesson
plans. Sold the concept to Jaguar as part of a
two-year deal for $500,000 as an app and online
sponsorship. Worked with app development
team and editorial to bring the product to market.
Outcome:
Tips+ has a current install base of over 150,000
app users and won a 5 Star rating in MIN’s
Magazine App Review of 2011.

14. THE SIGNATURE HOME
Built a luxury resort program that chronicles
the design, construction and furnishing of a
$4 million dollar home at Reynolds
Plantation.
Actions: Created the Golf Digest "Signature
Home" program who design was featured on
HGTV and Golf Channel programing, as well
as via custom content that ran in Golf Digest,
Architectural Digest and Golf World
magazines. The program featured product
placement from Kohler, Viking, Callaway,
Macanudo and Gentleman Jack whiskey.
Outcome: The concept drove $800,000 in
revenue from Reynolds Plantation as well as
over $1.5 million for program partners.

15. Opportunity Outcome
MY APPROACH: THE FLOW

16. GOLF DIGEST
Custom-published
series showcasing
how AT&T and
partners have evolved
GOLF WORLD
Custom-published
series showcasing
how AT&T and partners
have evolved
GOLFDIGEST.C
OM
Surrounding tournament
coverage online through
high-impact
sponsorships
DIGITAL
EDITIONS
Using technology to
further engage golfers
with brand
SOCIAL
Inviting consumers
to
the conversation
CUSTOM
CONTENT
Exclusive for multiple
AT&T channels—
UVerse,
Fan Zone
MOBILE
Ownership of
Best of
Masters App
ON-SITE
Co-hosted
events
during each
tournament
week
PROMOTION
Comprehensive plan
utilizing all Golf
Digest’s
promotional channels
MASTERS
APRIL
AT&T NATIONAL
JULY
PEBBLE BEACH
NATIONAL PRO-AM
FEBRUARY
MY APPROACH: IN PRACTICE