John Harrobin is an experienced executive focused on growing customers and revenue through digital marketing, CRM, and brand development. He has over 18 years of experience leading marketing, strategy, business development, pricing, and customer experience at large companies like Verizon Wireless and NBCUniversal. His expertise includes managing large media budgets, developing retention programs, launching new products and partnerships, and building high-performing teams.
Six Essentials for Innovating in Channel Sales & MarketingAllbound, Inc.
Analysts say 2015 is the year of sales automation and machine intelligence. But with innovation now commonplace, why has so little been applied to channel sales and marketing?
If you sell through channel partners and resellers and are frustrated by the same systemic issues day in and out, THERE IS HOPE.
Scott Salkin, Founder and CEO of Allbound, and Michelle Andreas, Director of Business Development & Marketing Solutions at Avnet Technology Solutions, highlight six advancements that can help open your channel and streamline effectiveness...upstream and down.
Why are we doing Content Marketing? How is it being measured (good and bad examples)? How can we increase the ROI we are getting?
My presentation (with added notes for explanation) from Raconteur's High Performance Content event on 9 September 2015.
Our work on the Microsoft Lumia Business Transformation increased Lumia's share of the business market from 12% to 26%. Here are the details of the programme:
Six Essentials for Innovating in Channel Sales & MarketingAllbound, Inc.
Analysts say 2015 is the year of sales automation and machine intelligence. But with innovation now commonplace, why has so little been applied to channel sales and marketing?
If you sell through channel partners and resellers and are frustrated by the same systemic issues day in and out, THERE IS HOPE.
Scott Salkin, Founder and CEO of Allbound, and Michelle Andreas, Director of Business Development & Marketing Solutions at Avnet Technology Solutions, highlight six advancements that can help open your channel and streamline effectiveness...upstream and down.
Why are we doing Content Marketing? How is it being measured (good and bad examples)? How can we increase the ROI we are getting?
My presentation (with added notes for explanation) from Raconteur's High Performance Content event on 9 September 2015.
Our work on the Microsoft Lumia Business Transformation increased Lumia's share of the business market from 12% to 26%. Here are the details of the programme:
Targeting High Potential Sales Channel PartnersBI WORLDWIDE
The GOALS of the manufacturer and those of the distribution channel are often at odds.
The channel wants to focus on high-margin products and increase total sales, while manufacturers want channel partners to promote the whole line and increase market share for the manufacturer’s brands.
Channel partners want more autonomy and exclusive access to end users, while manufacturers want more control and their own access to end users.
Partnerships help resolve these issues by enabling both parties to focus on end users’ needs and agreeing on strategies that build shared profit across the entire channel.
Everyone has opinions about how best to segment and target channel partners. Ultimately the goal is dealer, distributor or customer loyalty but getting to that point often requires a variety of strategies.
This chart shows a classic segmentation of dealers or dealer reps:
New or low-performing reps who need simple onboarding strategies to support and engage their efforts.
Lower-middle performers who may need training to find their fit with your brand or products.
Higher-middle performers who have found a way to gain some momentum in your direction and should be rewarded for their efforts.
Retaining top performing reps requires a mixture of all of these strategies, plus a healthy amount of recognition for their efforts.
High performing channel partners demonstrate a variety of characteristics:
They have clearly defined goals for representing your brand and selling your product.
They have the necessary knowledge and skills.
They are aware of how they stack up and how they can improve to meet their goals.
They are emotionally engaged with your brand.
They are focused on the right sales and marketing activities.
They understand the relationship needs to benefit both partners.
But what about the rest of your channel partners? You can reach out to middle performers and get them moving in your direction with a few simple strategies. But it all comes down to sharing common goals for success.
Shared goals can only be accomplished through strong business relationships that demonstrate:
A high level of trust
A common understanding of marketplace issues Joint business activities
Shared resources and best practices
B2B marketers are operating in a more complex environment than ever before. What with multiple parties involved in the purchase decision, longer and longer sales cycles, and a seemingly infinite number of media channels to choose from, marketers must make daily decisions on how to best move their prospects along the path toward becoming customers. This presentation focuses on the thorniest problems facing multi-channel B2B marketers today, and offers a variety of best practices and helpful solutions to consider drive success.
You will learn:
• How your customer’s buying process provides a roadmap for your marketing strategy.
• The best prospecting media for inquiry generation, and the media to avoid.
• B2B buying roles, and how they impact your communications.
• How to manage the complexity of multi-touch, multi-channel communications without tearing your hair out.
• 3 ways to measure multi-touch campaigns that really work.
The move to managing audiences in an agile marketing worldPaul Cowan
Consumers are empowered more than ever, which is shifting the value exchange between brands, media companies and consumers. Brands must rethink their overall approach to shift from the old, 'broadcast' paradigm to a much more targeted and 1:1 approach. This presentation provides a framework for Audience Experience Planning and how to apply traditional CRM methods and approaches to traditional media.
Digital Marketing Fundamentals Training .
Training held on 31 May and covered :
> Marketing & Digital Marketing definition
> Marketing vs Advertising vs PR
> Digital Marketing Landscape
> Digital Marketing benefits
> Types of Digital Marketing
> Online advertising
> Google Analytic
> Social Media Marketing
> Content Marketing
> Email Marketing
> Mobile Marketing
Define a Powerful Go-to-Market Strategy That Sets Your Product ApartCompellingPM
Your Go-to-Market Strategy is the foundation that defines how you’re going to compete with your product and win in the market. But all too often, companies jump right to defining their product or marketing tactics without a solid foundation of strategy. And even when a Product Manager or Product Marketer makes an attempt to define a Go-to-Market Strategy, too often, it’s created without solid evidence or without the depth necessary to make it compelling. And because different stakeholders have different ideas and definitions for a Go-to-Market Strategy, they are unlikely going to satisfy the expectations of all stakeholders.
In this webinar, we’ll help you to create a clear understanding of what a Go-to-Market Strategy is and what Product Management and Product Marketing need to do to create a powerful Go-to-Market Strategy that will set their product apart from the competition.
Key Takeaways from participating in this webinar:
--Develop a common definition for a Go-to-Market Strategy that can be shared with your organization
--Learn the seven elements that go into a complete Go-to-Market Strategy
--Understand the essential steps to creating your Go-to-Market Strategy
B2B Marketing Awards Winner - Intelligent Operations Programme by GenpactThe Marketing Practice
Our work with Genpact on the Intelligent Operations Programme was rewarded with the trophy for Best Lead Generation or Nurturing Campaign at the 2015 B2B Marketing Awards. Here is our submission:
This presentation, given at BarCamp Memphis 2011, provides a good overview of the online media planning process. If you are considering placing any ads online, be sure to take a look. Let us know if we can be of service.
Getting Global Paid Search Right: Scale, Strategy, & SuccessCatalyst
Managing a global paid search campaign is an international juggling act. You must expertly balance differences and nuances across countries, regions, platforms, and stakeholders, all while driving positive business outcomes across the board. It’s a lot to tackle, that’s for sure. But, there are ways to simplify the complexity. Check out the presentation from our “Getting Global Paid Search Right” webinar . We’ll share our global paid search approach that earned Catalyst the highest possible rating for Global Execution in The Forrester Wave™: Performance Marketing Agencies, Q3 2019. You’ll learn how to streamline campaign management and maximize business result by:
- Creating a scalable global paid search framework
- Building a global strategy that is also locally tailored (accounting for unique legislation, cultural considerations, and search engine differences)
- Leveraging people & technology for real-time communication & collaboration across the world
- Use automation to ensure standards of excellence in all regions/countries
Today, online display spans across desktop and mobile websites, mobile apps, and video platforms. It has become an integral part of online marketing as a whole, offering advertisers a unique full-funnel view of the consumer that no other form of advertising can boast.
Behavioural retargeting
Programmatic real-time bidding
Mobile display
Video marketing
Supporting case studies
Our work with Atos on the Lead Generation Factory was rewarded with the trophy for Most Commercially Successful Campaign at the 2015 B2B Marketing Awards. Here is our submission.
Indirect Go To Market Strategy Powerpoint Presentation SlidesSlideTeam
It covers all the important concepts and has relevant templates which cater to your business needs. This complete deck has PPT slides on Indirect Go To Market Strategy Powerpoint Presentation Slides with well suited graphics and subject driven content. This deck consists of total of six three slides. All templates are completely editable for your convenience. You can change the colour, text and font size of these slides. You can add or delete the content as per your requirement. Get access to this professionally designed complete deck presentation by clicking the download button below. https://bit.ly/39IzzK7
More than 10 years of diversified Experience in Digital Marketing, Product development, Vendors/Agency management Reporting & Analysis has given me a deep customer insight into how creative and knowledgeable an individual is ought to be in all fields of industry. Hence, I can confidently say that I am a valuable asset for any Organization that I work for.
Targeting High Potential Sales Channel PartnersBI WORLDWIDE
The GOALS of the manufacturer and those of the distribution channel are often at odds.
The channel wants to focus on high-margin products and increase total sales, while manufacturers want channel partners to promote the whole line and increase market share for the manufacturer’s brands.
Channel partners want more autonomy and exclusive access to end users, while manufacturers want more control and their own access to end users.
Partnerships help resolve these issues by enabling both parties to focus on end users’ needs and agreeing on strategies that build shared profit across the entire channel.
Everyone has opinions about how best to segment and target channel partners. Ultimately the goal is dealer, distributor or customer loyalty but getting to that point often requires a variety of strategies.
This chart shows a classic segmentation of dealers or dealer reps:
New or low-performing reps who need simple onboarding strategies to support and engage their efforts.
Lower-middle performers who may need training to find their fit with your brand or products.
Higher-middle performers who have found a way to gain some momentum in your direction and should be rewarded for their efforts.
Retaining top performing reps requires a mixture of all of these strategies, plus a healthy amount of recognition for their efforts.
High performing channel partners demonstrate a variety of characteristics:
They have clearly defined goals for representing your brand and selling your product.
They have the necessary knowledge and skills.
They are aware of how they stack up and how they can improve to meet their goals.
They are emotionally engaged with your brand.
They are focused on the right sales and marketing activities.
They understand the relationship needs to benefit both partners.
But what about the rest of your channel partners? You can reach out to middle performers and get them moving in your direction with a few simple strategies. But it all comes down to sharing common goals for success.
Shared goals can only be accomplished through strong business relationships that demonstrate:
A high level of trust
A common understanding of marketplace issues Joint business activities
Shared resources and best practices
B2B marketers are operating in a more complex environment than ever before. What with multiple parties involved in the purchase decision, longer and longer sales cycles, and a seemingly infinite number of media channels to choose from, marketers must make daily decisions on how to best move their prospects along the path toward becoming customers. This presentation focuses on the thorniest problems facing multi-channel B2B marketers today, and offers a variety of best practices and helpful solutions to consider drive success.
You will learn:
• How your customer’s buying process provides a roadmap for your marketing strategy.
• The best prospecting media for inquiry generation, and the media to avoid.
• B2B buying roles, and how they impact your communications.
• How to manage the complexity of multi-touch, multi-channel communications without tearing your hair out.
• 3 ways to measure multi-touch campaigns that really work.
The move to managing audiences in an agile marketing worldPaul Cowan
Consumers are empowered more than ever, which is shifting the value exchange between brands, media companies and consumers. Brands must rethink their overall approach to shift from the old, 'broadcast' paradigm to a much more targeted and 1:1 approach. This presentation provides a framework for Audience Experience Planning and how to apply traditional CRM methods and approaches to traditional media.
Digital Marketing Fundamentals Training .
Training held on 31 May and covered :
> Marketing & Digital Marketing definition
> Marketing vs Advertising vs PR
> Digital Marketing Landscape
> Digital Marketing benefits
> Types of Digital Marketing
> Online advertising
> Google Analytic
> Social Media Marketing
> Content Marketing
> Email Marketing
> Mobile Marketing
Define a Powerful Go-to-Market Strategy That Sets Your Product ApartCompellingPM
Your Go-to-Market Strategy is the foundation that defines how you’re going to compete with your product and win in the market. But all too often, companies jump right to defining their product or marketing tactics without a solid foundation of strategy. And even when a Product Manager or Product Marketer makes an attempt to define a Go-to-Market Strategy, too often, it’s created without solid evidence or without the depth necessary to make it compelling. And because different stakeholders have different ideas and definitions for a Go-to-Market Strategy, they are unlikely going to satisfy the expectations of all stakeholders.
In this webinar, we’ll help you to create a clear understanding of what a Go-to-Market Strategy is and what Product Management and Product Marketing need to do to create a powerful Go-to-Market Strategy that will set their product apart from the competition.
Key Takeaways from participating in this webinar:
--Develop a common definition for a Go-to-Market Strategy that can be shared with your organization
--Learn the seven elements that go into a complete Go-to-Market Strategy
--Understand the essential steps to creating your Go-to-Market Strategy
B2B Marketing Awards Winner - Intelligent Operations Programme by GenpactThe Marketing Practice
Our work with Genpact on the Intelligent Operations Programme was rewarded with the trophy for Best Lead Generation or Nurturing Campaign at the 2015 B2B Marketing Awards. Here is our submission:
This presentation, given at BarCamp Memphis 2011, provides a good overview of the online media planning process. If you are considering placing any ads online, be sure to take a look. Let us know if we can be of service.
Getting Global Paid Search Right: Scale, Strategy, & SuccessCatalyst
Managing a global paid search campaign is an international juggling act. You must expertly balance differences and nuances across countries, regions, platforms, and stakeholders, all while driving positive business outcomes across the board. It’s a lot to tackle, that’s for sure. But, there are ways to simplify the complexity. Check out the presentation from our “Getting Global Paid Search Right” webinar . We’ll share our global paid search approach that earned Catalyst the highest possible rating for Global Execution in The Forrester Wave™: Performance Marketing Agencies, Q3 2019. You’ll learn how to streamline campaign management and maximize business result by:
- Creating a scalable global paid search framework
- Building a global strategy that is also locally tailored (accounting for unique legislation, cultural considerations, and search engine differences)
- Leveraging people & technology for real-time communication & collaboration across the world
- Use automation to ensure standards of excellence in all regions/countries
Today, online display spans across desktop and mobile websites, mobile apps, and video platforms. It has become an integral part of online marketing as a whole, offering advertisers a unique full-funnel view of the consumer that no other form of advertising can boast.
Behavioural retargeting
Programmatic real-time bidding
Mobile display
Video marketing
Supporting case studies
Our work with Atos on the Lead Generation Factory was rewarded with the trophy for Most Commercially Successful Campaign at the 2015 B2B Marketing Awards. Here is our submission.
Indirect Go To Market Strategy Powerpoint Presentation SlidesSlideTeam
It covers all the important concepts and has relevant templates which cater to your business needs. This complete deck has PPT slides on Indirect Go To Market Strategy Powerpoint Presentation Slides with well suited graphics and subject driven content. This deck consists of total of six three slides. All templates are completely editable for your convenience. You can change the colour, text and font size of these slides. You can add or delete the content as per your requirement. Get access to this professionally designed complete deck presentation by clicking the download button below. https://bit.ly/39IzzK7
More than 10 years of diversified Experience in Digital Marketing, Product development, Vendors/Agency management Reporting & Analysis has given me a deep customer insight into how creative and knowledgeable an individual is ought to be in all fields of industry. Hence, I can confidently say that I am a valuable asset for any Organization that I work for.
Arslan Dawood CV - Digital Marketing Specialist
5+ Years of Experience in Marketing Strategies, Social Media Marketing, Website Development, Marketing Automation and Creative work
Orchestrate go-to-market strategies and integrated marketing plans that exceed targeted objectives by leveraging ‘out of the box’ methodologies. Broad-based experience spanning consumer retail, telecommunications and advertising industries.
Recognized thought leader and creative thinker who identifies trends and seizes market opportunities. In-depth knowledge and experience in fast-growth commercial and entrepreneurial ventures.
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Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
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Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
STRATEGY & BUSINESS DEVELOPMENT / BRAND BUILDING & MANAGEMENT
1. JOHN HARROBIN
908.581.8000 (MOBILE) • JHARROBIN@GMAIL.COM
STRATEGY & BUSINESS DEVELOPMENT / BRAND BUILDING & MANAGEMENT
CUSTOMER ACQUISITION & RETENTION / INTEGRATED MARKETING
Fact-based, digitally oriented C-level executive focused on growing customers and revenue through digital, robust CRM, and
strong brand development. Strong track record in developing talent, building great teams, and collaborating with many partners.
My remit has been much deeper and broader than most CMOs in that in addition to leading brand, creative, integrated marketing,
and media, I’ve had direct accountability for driving revenue and results and have also led customer acquisition, retention, pricing,
strategy, customer experience, and business development. My goal is to find an opportunity where I can help scale a business to its
potential, build a world-class growth “machine” and have a lot of fun along the way.
HIGHLIGHTS & AREAS OF EXPERTISE
• Managed largest (single brand) media budget in the country, exceeding $1.5B
• Led customer acquisition and lead generation engine for both consumer and business segments
• Developed & implemented retention and upsell programs for over 100mm wireless subscribers resulting in industry leading
loyalty and profitability
• 1st
to launch several disruptive pricing practices, increasing market share each time: $9.99 Family Share plans,
ShareEverything, and “Skinny Bundles” for TV/Internet service
• Built brand strategies, positioning, messaging guidelines, and produced thousands of creative elements
• Launched new products and marquee partnerships with sports leagues, media companies, OEMS, tech start-ups, and
celebrities, including: Google, Netflix, Invidi, ESPN, SNL, Revenue Science, Facebook, Comcast, Motorola, NFL, NHL, IndyCar,
BlueKai, Pivotal, Shakira, Prince, John Madden, Maroon 5, Clay Matthews, Color and Siri (prior to being acquired by Apple),
YouTube (prior to Google purchase), and Skype (prior to Microsoft purchase)
• Led teams of over 600 employees on multiple continents, aligning performance objectives and fostering strong teamwork and
communication -- incorporating webcasts, quarterly recognition, and salesforce.com’s Chatter
• Worked with advertisers on the “sell” side of media at NBCUniversal to deliver integrated marketing programs for such brands
as Amazon, American Express, Zoolander2, Sabra, Mazda, Subaru, Chrysler, and Secret Life of Pets
• Introduced “Why Verizon” training that is an ongoing effort for all employees and new hires
• Served as Global CMO Verizon Enterprise Solutions, CMO-Consumer & Mass Business, and interim CMO-Verizon Wireless; at
one point was youngest Senior Vice President within the organization.
DETAILED EXPERIENCE
NBCUniversal – New York, NY 2015 – 2016
EVP & Chief Marketing Officer, Advertising Sales & Client Partnerships
• Led internal agency focused on integrated marketing programs for Top 100 brand advertisers
• Launched the Content Studio – a new business model and revenue stream focused on branded content
• Oversaw the company’s first “unified” Upfront event resulting in production savings and record-setting Upfront
• Developed and programmed client events such as Innovation Day at Studio 8H and introduced new funnel management
capabilities through Salesforce
Verizon Wireless/Verizon/Vodafone/AirTouch Celluar – Ohio, California, and New Jersey 1997 - 2015
SVP Corporate Marketing & Chief Marketing Officer, Consumer & Mass Business 2014 - 2015
• Reversed sales trends and achieved record sales and retention results in 3Q14 and 4Q14 with expanded revenue and margin
• Lowered online CPGA while increasing sales to nearly 20% of overall FiOS sales mix
• Introduced Speedmatch, FiOS Gateway Router, new Triple Play bundles and disruptive pricing with Custom TV or “Skinny
Bundles” informed by deep understanding of customer behavior, set-top box data, and comprehensive go-to-market plans
• Drove massive efficiencies among business units – delivered over $50mm in annualized savings
• Revamped online practices and distribution to optimize delivery across all channels and turnaround Wireless growth
• Launched Total Customer Experience Initiative focused policies, service, store design, and all digital experiences
Page 1 of 2
2. SVP & Chief Marketing Officer, Global Enterprise 2012 – 2014
• Simplified Product Portfolio & Product Development process resulting in $60mm in hard cost savings
• Aligned compensation and pricing practices to increase revenue and add +$50mm in annual margin
• Revamped distribution model and expanded use of indirect distributors; consolidated partner programs, and increased % of
midmarket sales from 2% in 2Q12 to +40% in three years
• Drove targeted account planning and sales team actions through salesforce.com innovations and robust Executive Briefing
Program that resulted in a 24% increase in Account Revenue and a 37% increase in Funnel post-briefing
• Designed cross-business unit Marketing Leadership Development program
Senior Vice President of Marketing, Strategy, & Digital Media 2007 - 2012
• Led Business Development on Google deal to launch “Droid” – taking Android share from <2% to over 20% in just months
• Launched TV Advertising business striking deals in excess of $800mm over 5-years with interconnect operators
• 1st
to launch RFP for a DMP to support use of big data predictive analytics for omnichannel programs, including our automated
decision engine and next-best action communications
• Launched Verizon 4GLTE and achieved 4G leadership position within 30 days
• Revamped merchandising at 1,800 direct owned and over 5,000 indirect store locations
• Design and launched ShareEverything pricing –- increasing ARPU, market share, and reducing disintermediation risk
• Developed and implemented all go-to-market plans, creative, and merchandising for all products with Apple
• Secured more HD channels and VOD titles than any TV provider; negotiated carriage agreements to reduce content costs
• Defined Small Business strategy resulting in 25% YOY growth and over-indexing other segments
• Created and managed execution of mainstage programs and events at CES, Verizon-Apple Announcement, Mobile World
Congress, Superbowl, and private concert of 10,000 people in Hollywood enabled by mobile ticketing
Vice President, Advertising, Marketing, & Sales Operations 2003 – 2007
• Developed brand architecture, creative, and messaging guidelines for most profitable wireless brand on the planet
• Launched mobile content products – becoming 2nd
largest digital music business
• 1st
(in any category) to initiate a Digital Upfront and 1st
(in TMT category) to pay Ad Networks based on Performance (orders vs.
clicks) leading to 5X increase in online sales and reduced CPO
• Introduced segmentation and propensity modeling that drove key capabilities for acquisition/retention programs
• Launched mobile ad business – sold to Microsoft for an amount speculated to be $650mm in The Wall Street Journal
Prior roles at Verizon Wireless include Sr. Product Manager, Director, and Executive Director – all serving "field" P&Ls; before
Verizon served on leadership team of Internet Start-up and previously worked in consulting.
EDUCATION, CREDENTIALS, AND AFFILIATIONS
• MBA, Northwestern University’s Kellogg School of Management, Evanston, IL
• BS, Villanova University, Villanova, PA
• CMA, Certified Management Accountant
• Board: Association of National Advertisers (2008-2015), Advertising Self-Regulatory Council (2009-2011), ViVoom (current)
• Advisor: to a handful of technology start-up firms; mentor at Tech Stars NY
• Infrequent Keynotes: Billboard, AdAge Digital Conference “The Age of the Real-Time CMO”
• Awards & Honors: Several creative awards including Effies, Telly, Webby, Event Marketer, Pencil and some individual
including Communicator of the Year, 40 under 40, Marketing 50, and Hottest Brands (Droid)
SEE PROJECTS AND SAMPLES OF CREATIVE WORK AT: HTTPS://WWW.SHOCASE.COM/HARROBIN @JOHN HARROBIN
Page 2 of 2
