Strategy Guy, FCIM
September 2018-present

  • Currently supporting a number of client programs and agencies in the UK and US 

GES: Chief Strategy Officer, GES Events
February 2017-September 2018

  • Developed positioning and rebrand of GES Events

  • Reshaped GES Strategy practice and productized offerings

  • Led introduction of new Measurement & Insights and Sponsorship Strategy & Sales capabilities

  • Implemented new marketing campaigns to build awareness and transform perceptions of GES

  • Integrated strategic planning into creative process

  • Contributed to 20+ point lift in proposal win-rate

Sparks: Chief Strategy Officer
February 2014-January 2017

  • Built strategy P&L from the ground-up to team of 7 and nearly $1M in annual revenue

  • Led development of new agency positioning, tone-of-voice, vision and mission

  • Developed and led marketing for new EventScore measurement offering

  • Introduced professional skills training and coached/mentored employees across the company

Crux: Co-Founder of strategic marketing consultancy, specializing in digital, social and experiential programs
January 2012-January 2014

Momentum: VP, Senior Strategist, recruited and managed NY-based strategy team of 7 and led agency social media practice
October 2009-January 2012

Independent Strategist
January 2009-October 2009

Jack Morton Worldwide: Digital Producer -> Digital Strategist -> VP, Strategy -> SVP, Strategy & Planning
August 1999-December 2008

Selected Client Work

P&G (supporting brand agency Publicis)

  • Brand planner for Oral-B

  • Digital & content strategy lead across all P&G Oral Care brands (Crest, Oral-B, Scope)

American Express (@ Momentum)

  • Lead strategist for all American Express Open experiential initiatives

  • Platinum & Centurion Cardmember program development

  • Strategic support of AMEX Unstaged live-concert consumer platform

Dell (@Sparks)

  • Agency account lead

  • Led strategy for Dell World and Dell/EMC World events

  • Developed measurement system for Dell events & exhibits

Microsoft (@Sparks)

  • Strategy for first-ever Microsoft Ignite conference, integrating 5 previous events into single brand experience for 25k+ attendees

  • Brand development/strategy for ecosystem of 5 major Microsoft conferences

AstraZeneca (supporting brand agency Triple Threat Communications): Brand strategy and for Brilinta and Epanova products

Sony Pictures (@Sparks & Momentum): Digital and social go-to-market strategy for multiple film releases

Google (@Momentum): Strategy for first IDEA Summit

Nestle (@Crux & Sparks): Strategy for Nestle Health trade show program

PTC (@GES): Strategy for LiveWorx conference

General Mills (@Publicis): Digital/social strategy for Pillsbury, Progresso, Yoplait, FiberOne brands

The Home Depot (@Crux): Experiential strategy for annual Managers Meeting

Intel (@Jack Morton Wordwide): Strategy lead for Intel Developer Forum program

Wendy's (@GES): Strategy for annual franchiser event

Tableau Software (@GES): Strategist for Tableau Conference

General Electric (Supporting measurement company Exhibit Surveys): Trade show strategy for GE Health, Capital, Power

Red Hat (@GES): Measurement of Red Hat Summit and exhibit program

Alaska Airlines (@GES): Strategy for activation at 2017 Dreamforce

Abbott (@GES): Strategic concept development for Chicago Marathon activation

Northwestern Mutual (@GES): Holistic strategy for evolution of Annual Meeting program

eBay (@Jack Morton Worldwide): Lead strategist for eBay Live event program

The Headstrong Project (@Sparks): Brand development for pro bono client

Pypestream: Brand consulting and market planning for messaging start-up

Bronx Children’s Museum: (@Momentum): Brand strategy for pro bono client

Industry Leadership

Experiential Marketing Measurement Coalition

Facilitating a new coalition of major experiential marketing agencies with a focus on standardization of metrics and measurement methodologies across the industry. More to come on this soon as our charter and external communications materials are in development. Contact me if you'd like to learn more.