David Harris worked in digital marketing roles for several automotive companies, including Suzuki, Mazda, and Fisker Automotive. At Suzuki, he led implementations of new content management and CRM systems and redesigned websites. He developed digital marketing strategies, including for lead generation. At Mazda, he consolidated websites and increased traffic and leads. At Fisker, he optimized the website and grew social media presence significantly. He has experience managing agencies and developing creative executions.

1. David Harris
Suzuki
While at Suzuki I started in a purely digital marketing role; however if there was a digital
project with-in the company I was very involved. I facilitated an evaluation of Content
Management Solutions and eventually worked with the company IT team to implement
Stellent. Another project that was across business units (Motorcycle, Marine and Automotive)
was a CRM evaluation and I lead the automotive divisions implementation of Siebel 7.X. For
our retailers we needed a communications portal that could deliver information and data in a
secure environment. I initiated and lead the redesign of their Automotive Marketing Portal.
From a Marketing perspective I joined leading their
websites. Constructing a strategy for all three
divisions the most digitally aggressive division was
the Automotive unit. We redesigned their website
working hand in hand with a Boutique Agency called
Matrix Consultants. The website went from a last
place performer in JD Power and Associates bi-
annual website evaluation to a top 3 (out of 36 )
performer. On the Marine front we leverage our
activities in Automotive to advance the functionality
and usability of their site. Motorcycle would
eventually conduct an agency evaluation through
which a boutique digital agency called Questus
would take the motorcycle site in a visually different
direction.

2. David Harris
Suzuki
While at Suzuki I initiated their Automotive lead generation and distribution strategy.
Ultimately this portion of the marketing operations accounted for nearly 20% of their retail
sales. At the same time I worked with Spark Communications (part of Starcom IP) and Dentsu
to launch their first digital marketing efforts. The budget started off just under 1 million dollars
and covered SEM, Display and some of the first use of Behavioral Targeting and Retargeting in
the automotive industry.
This effort was collaborative between the agencies and myself. I was hands on with the media
planning and buying elements and drove the optimization campaigns (monthly) with
learning's piled back into the planning cycle on an annual basis. Search Engine Marketing and
the creative production was handled by a team at Dentsu but again I was very hands on with
both the planning and production but also the optimization of those elements. The early
years were aggressive and we adopted a perform or perish approach that drove the
organization to steadily increase the Digital Marketing Budget.
In the final years of my tenure at Suzuki I was involved with a significant global rebranding of
the company to “Way of Life”. Additionally within the Automotive unit I lead the marketing
team facilitating both a consistent integration of message and medium facilitating their
budget to deliver both on effectiveness and efficiency. Examples of some of the creative units
follow

3. David Harris
Spending 8 years with Suzuki, I worked across all three divisions: Automotive,
Motorcycle and Marine. A stellar brand with a well known power sports (Motorcycle
and ATV) brand the remaining business units suffered from relative anonymity. The
opportunity was to cross pollinate the various business units in our visual
communication. Here we see a select representation of creative executions from two
different agencies that I worked directly with.

4. From a digital perspective I drove the use of landing
pages at a campaign level. Advertising drove traffic and
the website or landing page acted as an engine of
conversion.

5. Suzuki Direct Response and Brochure Portfolio

6. David Harris
Suzuki Work Commercial Portfolio
This was shot with the wonderful team at Siltanan and Partners.

7. David Harris
Mazda
I joined Mazda in a digital and alternative marketing capacity. Media planning was
consolidated under Doner/FMM at the time. There was a technical agency iCrossing and a
digital creative agency, Sarkissian Mason . The three agencies had opportunity for
improvement in their communications and strategy and that reflected in their website. Having
several navigation schemas and utilizing two different resolutions the site still performed very
well. I set out to consolidate the site and standardize the navigation and dimensions. My team
and I were able to improve the performance of the site from 14th place to Second place with-in
2 years. At the same time we implemented stronger calls to action and significantly increased
the lead generation effectiveness of the site.
During this time I also championed the
implementation of Mazda’s Social Media
Activities at a corporate and departmental
level. Working in conjunction with the team
at Rebel Industries we were able to launch
and grow Mazda's Facebook, YouTube,
Twitter and Flickr properties with minimal
expenditure
With a new CMO arrivals and total and
complete change over in Marketing I
transitioned to Fisker Automotive in 2011

8. David Harris
Fisker Automotive
Fisker Automotive had undertaken a 7 figure site rebuild (Known as the black site) and
the results were less than optimal. Upon joining Fisker Automotive I immediately set
out to help the company find the voice and position of their website by profiling
analogous luxury/fashion and automotive websites. At the same time working with
the newly hired DMT team we triaged the existing website to improve both time on
site and dramatically reducing a bounce rate in excess of 80% through a phased
optimization.
Month Visitors Pages/Visit Bounce Rate Avg. Time on Site
Apr 1, 2011 - Apr 30, 2011 70,418 1.28 0.82 0:00:53
May 1, 2011 - May 31, 2011 60,033 2.75 0.61 0:02:37
Jun 1, 2011 - Jun 30, 2011 59,105 5.12 0.20 0:04:31
Jul 1, 2011 - Jul 31, 2011 67,465 5.28 0.17 0:04:27
Aug 1, 2010 - Aug 28, 2010 112,349 5.05 0.20 0:03:56
The Black site while visually luxurious had poor usability and
little or no SEO schema. The new site was built in 90 days and
launched the 1st of August 2011. Utilizing a visual language that
was parallel to all other communication efforts and making use
of SEO elements correctly we realized an increase in traffic and
sales opportunities . We went on to build global sites in Italian,
Spanish, French, German and more.

9. David Harris
Fisker Automotive
Social media was the domain of Fisker Automotive Public Relations department.
Growth had been minimal and posts were not of a conversational tone. Applying the
learning I had obtained while at Mazda I started with a corporate social media policy
and jumped into the social scene with enthusiasm creating movement and growth.
Social Media became a part of nearly every marketing element with tight integration
into the experiential elements to drive marketing at the grass roots level.
Facebook had just broken 1,600 likes and all other channels were virtually non-existent.
By the end of 2012 we were at 53,200 likes with a reach of nearly 22 million people all
created from sweat equity. Log onto facebook.com/fiskerauto to see for yourself.
Google+ was nonexistent when I started and at the end of 2012 we were well over 1
million followers Log onto the Fisker Automotive Google+ page here
https://plus.google.com/+FiskerAuto/posts

10. David Harris
Fisker Portfolio
With new Marketing leadership in 2012 the directive was to locate a new agency
and build a new website that better represented a technologically sophisticated
brand/product. When the agency was selected ( Ignited Minds) there was 5 weeks
to execute from concept to completion a new website. This was accomplished via
a deeply collaborate project management style.
Tablet focused ( HTML5 )
Parallax Scrolling
Big Images to project more emotion
Mobile Optimized solution followed in
December of 2012
Arabic site was launched in Jan 2013

11. David Harris
Your Company
Are you looking for Marketing leadership who is going to hit the ground running
and will work with your leadership team to take your company and brand to new
heights?
I am currently seeking leadership and consulting opportunities.
Contact me at oceanmba@gmail.com or 714.926.9110
Thank you
David Harris