Mastering Affiliate Marketing: A Comprehensive Guide to Success
Charles Mayer: Award-Winning Brand Marketer and Optimizer
1. Charles Mayer | METRIX Brand Consulting
Charles mayer
Award-Winning Marketing &
Communications Executive
2. Introduction With 15+ years of award-
winning corporate and agency strategic brand
marketing and communications leadership, I’ve helped
build many of the world’s most iconic brands across a
variety of verticals that include automotive, aerospace,
energy, CPG, FMCG and more.
Both creative and pragmatic, I have distinguished myself
by my ability to do more with less, driving maximum
ROI with modest resources and delivering a powerful and
relevant competitive advantage.
My capabilities are comprehensive, ranging from
brand strategy, marcom and public relations to digital/
social, direct/CRM, market intelligence, product,
segmentation, pricing/volume and more.
I offer a demonstrated ability to build and optimize
brands, and specialize in transforming challenger
brands into leaders.
3. E x p e r i e n c e d
15+ years building many of the
world’s most recognized brands
6. Global Vice President Marketing Hawker Beechcraft
Recruited by Goldman Sachs to lead multi-channel marketing turnaround |
Built high-performing global team | Repositioned, rebranded and re-
launched both brands worldwide | Raised key brand metrics – opinion,
consideration and equity | Grew lead acquisition 200%, web traffic 600%
and press coverage 150% | Introduced digital/social marketing and CRM |
Launched 6 new products | Introduced new segmentation and sales strategies
| Contributed to $2B increase in orders | American Marketing Association
Aviation Marketer of the Year
transformative
7. Director of Marketing Ferrari and Maserati Brands
Recruited to lead the brand/retail re-launch of Maserati in NA | Created
and launched brand architecture | Developed retail marketing
initiatives that directly contributed 40% of CY2007 volume |
Generated 10,000 test drives among HNWIs with home values in
excess of $1mm via innovative digital initiatives | Contributed to
capturing segment share leadership from larger rivals BMW and M-
B | Formed strategic brand partnerships adding $10mm+ in
revenue and media exposure | Initiated new segmentation, pricing and
sales strategies
game changer
8. Saab AB Global Manager Integrated & Digital Marketing
Led development of Saab’s global website, the industry’s first global web
platform | Created global customer and prospect database management system
| Increased owner retention 84%, generating incremental $18mm revenue |
Introduced competitive customer conquest programs that produced incremental
$15mm revenue | Promoted to global marketing leadership team | Led US
product management for Saab 9-3/900/Viggen model lines
Digitally savvy
9. Warwick, Baker & Fiore!
Key Positions at Leading Agencies on Blue-Chip Accounts
SVP Group Account Director at D’Arcy; leadership role on acclaimed rebranding
and re-launch of Cadillac | Led agency account teams to increased
performance scores and compensation | Account Executive at Angotti Thomas
Hedge on Effie-winning Saab account | Account Executive at Warwick Baker
& Fiore on CPG, FMCG and Effie-winning ECEC accounts | Account Executive
at Ayer on Cannes award-winning AT&T account; Burger King, AT&T and TV
Guide accounts | Hired by clients and recruited by former agency employers.
GMO AngottiThomas Hedge
Effective
ayer
10. Bold & Opportunistic
HBC Marketing turned the media firestorm over Detroit CEOs [who flew large
luxury jets to request bailouts from Congress] into a platform to promote the more
efficient Beechcraft King Air and advocate for the business aviation industry.
The result? The campaign captured the imagination of the press, generated
25+ major media interviews, coverage by 200+ major media outlets
worldwide, more than $5mm+ ad equivalent media exposure and 100
qualified sales leads with a sales potential of $700mm..
Purchase
Consideration
+30%
Qualified
Sales Leads
+100
Sales Potential
$700mm
> >
13. Talented. “Charles is the best
I’ve seen at fusing an accurate
picture of the market with the
detailed advantages of the
product he sells. That’s a rare
talent, and it’s why he has been
so successful at building market
share.” D a v e K r y s i e k
President Brandware
VP Marketing Saab
14. Endorsed.
“Your results are
far ahead of what we could
have expected. It’s fun to see
this kind of success. You
turned a moribund team into a
high-performing organization.”
G e r r y S c h w a r t z
Chairman and CEO
O n e x P a r t n e r s
5 0 % O w n e r
Hawker Beechcraft
15. Trusted. “Charles knows how
to build brands and deliver
results on the showroom floor.
He earned the respect and trust
of the sales organization and
dealer network.” Mike Libbey
V P S a l e s
M a s e r a t i
17. Adaptable.
“Charles immediately
proved himself capable of
understanding and integrating
into a complex and in-flux
organization.” S u e C a l l a w a y
General Manager
Jaguar Cars, NA
18. Recommended. “Charles
is a luxury marketing and
sales expert who knows
how to get things done and
generate results.”
J i m S e l w a
CEO and COO
M a s e r a t i N A
19. Led marketing transformation for Hawker Beechcraft, the world’s second-
largest business aviation brand worldwide; named Aviation Marketer of the
Year by the American Marketing Association.
Led brand marketing launch for Maserati in North America; captured
segment share leadership over larger rivals BMW and Mercedes-Benz.
Played leadership role in acclaimed reinvention of the Cadillac brand and V-
Series performance brand as SVP D’Arcy Advertising.
Led rebranding effort for Jaguar, launched new XJ and S-Type models,
managed all agency relationships and a $150mm budget.
Held senior-level marketing strategy, communications and product positions
for Saab in the US and led global integrated marketing.
Leadership roles with blue-chip marketing communications agencies,
including D’Arcy, GMO, Angotti, Warwick and Ayer.
Career Highlights
20. Consulting
Highlights
Adviser
to
green
energy
innovator
Bloom
Energy
on
market
development,
business
development
and
opera8ons.
Leadership
role
with
Omnicom
on
automo8ve
new
business.
Adviser
to
Fitness
Together
and
Elements
brands
on
digital/social
marke8ng,
marke8ng
communica8on
and
customer
acquisi8on.
Adviser
to
Pilatus
Business
AircraD,
revamped
marke8ng
strategy
and
campaigns,
introduced
digital/social
media
strategies,
and
launched
industry-‐
first
iPad
delivery
program.
Adviser
to
Brandware
Group
on
Porsche,
Overhead
Door.
Adviser
to
Lexus
of
Watertown
on
sales
and
lead
genera8on.
