Why I insist on having a well crafted strategy in place before action: “Would you tell me, please, which way I ought to go from here?' That depends a good deal on where you want to get to. 'I don't much care where'–'Then it doesn't matter which way you go.” ― Lewis Carroll,
As a strategic consultant, I have specialized in Strategic Planning, Research, Branding, Training, Creative and Consulting for database and digital marketing since starting Direct Target One, Inc. in 1994.
Having concluded my assignment with Cox Automotive, I have resumed my consulting practice and now enjoy a number of active clients.
To clients I brought over 25 years of sales, direct marketing and management experience as well as 17 years of specialization in response marketing in key business-to-business markets as well as all major consumer markets. During this period, my international clientele expanded dramatically into Asia and the Pacific Rim, North America and Europe.
Clients have ranged from such corporate giants as AT&T, Acura,
Ansett Australian Airlines, British Airways, several divisions of
General Motors, Ford Motor, McKinsey & Company consulting (NY), Hallmark, Household Credit Services, Marion Merrell Dow, Pfizer, paper manufacturer UPM Kimmene, Southwestern Bell, Sprint…to smaller Organizations like AAA Chicago Motor Club, Thompson/Sylvan Prometric, National Bank of Detroit, Pioneer Electronics, Mutual of Omaha, Book-of-the-Month Club, Beech Aircraft…as well as agencies like Rapp Collins Worldwide, McCann Erickson, Carlson Marketing, DMB&B and Ogilvy & Mather Worldwide.
Much in demand for Strategic Planning and Creative as well as strategic
Consulting, perhaps best known internationally for training
seminars on Relationship Marketing and Cyber-Marketing.
As featured in the book Next Step in Database Marketing: Consumer Guided Marketing (Shaver publ. by J. Wiley & Sons, fall 1996), I was co-developer of that new form of database marketing. This emerging form of marketing enables clients to unleash the total powers of the marketing database through a strategic mix of traditional and digital media, and raise response rates to all time highs.
At the same time, wasted marketing efforts are reduced to an all-time low and a Quantum Leap in customer lifetime profits is realized.
Responsible for gap assessment of digital marketing best practices, and establishing/maintaining relationships with key Automotive OEM's, their marketing executives and agencies to provide understanding of, and access to brand standards, compliance guidelines, approved marketing assets, rules and regulations.
Author, publish and present Corporate educational materials across company teams, and maintain direct client relationships to demonstrate complete customer support.
In addition, I guide internal creative development of websites and customer marketing campaigns, including co-op clearances, pre-approvals and website compliance audits.
Developed/directed initiatives for all software and digital marketing offerings for auto OEM’s and dealers, The Digital offering, after a year and a half of my leadership, grew to constituting over 60% of total company revenues.
Served 4 OEMs, tier 2 associations, and over 1000 dealers.
Contributed to defining dealer product offerings, data analytic functions, and grew and managed all digital creative, operations and analytic teams.
Sold and managed the AutoNation account nationally for a strategically designed digital marketing suite of data-driven campaigns and digital tools utilizing captured and analyzed dealership/customer interactions for 150 dealerships nationwide.
Recruited to start up the research and database marketing department.
Analyzed the Frequent Flyer Database for British Airways that lead to uncovering new route sales approaches that produced over $8 million in new revenue during a LA/London route promotion.
Designed and implemented multi-stage database marketing programs for Acura, Mazda, Toyota, British Airways, Macy’s, Hallmark and Estee Lauder.
Started the Neural Network data modeling group. Hired and installed a PhD to run the unit and championed investing in modeling workstations.