Jonathan Blaine - Solutions-focused marketing management leader
Jonathan Blaine's Bio:
Jonathan Blaine always called himself a "Marketing Guy," even though one of his business cards read "Chief Marketing Officer" and he ran several departments including customer service and operations. If he had a brand and logo, perhaps that would be his slogan. Jonathan believes tha although marketing entails lots of right-brained thinking, I believe measuring ROI, finance and analytics are equally important. Just because you're now using Facebook does not mean marketing fundamentals should be discarded. Customers' wants, needs and desires do not essentially change.
During the past couple of years, Jonathan validated his extensive on-the-job experience gained throughout his successful career by attaining his leadership-focused MBA in Management and Strategy to accompany his Bachelor of Science in Marketing Management.
VP? Director? Great Guru? Whatever you want to call him, he says "I'm a 'right-brained analytical' guy, if there is such a thing, who looks at a project several different ways, but my first instinct is usually the correct one. I control the P&L and know budgeting is very important. I come in under budget on projects and most often with good, cost-effective results."
Jonathan is also a huge believer in that the brand should never outweigh the message, and that art should never win over copy. The mix has to be “just right.” And continually tested.
He has comprehensive expertise in advertising, direct marketing, social media, retention & loyalty, internal communications and training, consumer, business and agency relations, creation of marketing campaigns, competitive analysis and change management.
Driving revenue! Advertising, Integrated Marketing, Direct Marketing, Search Engine Marketing / Optimization, Social Media, Business & Marketing Plans & Budgets.
And, besides knowing every rule in hockey... Campaign creation, competitive analysis, Integrated Marketing, Vendor / Agency management, Print, Broadcast & Web advertising, consumer and media relations, branding, image and competitive positioning, Customer Relationship and Database Marketing, brand strategies, and much more.
Jonathan Blaine's Experience:
CMO / Vice President Marketing and Member Services at Golden Key International Honour SocietyOctober 2007 - October 2008
1.8 million member global nonprofit operating on 4 continents at 330 of the world's premier universities. Headlines: - $1.2 million lift in core product year to year revenues in 2008 following a years-long decline --- a 22% increase --- while decreasing costs 40%. Tooth-to-tail customer-centric changes in marketing, member services and operations departmental structures, branding, direct mail, email, fulfillment, ordering procedures. Infrastructure replaced (telephone system, email provider). Offered the job by the CEO (who is a reference) following my "look under all the rocks and behind the cobwebs" on-site change management marketing and business operations study in reference to their entire marketing operation. Sales had been declining over several years. During my year as CMO (and management consultant previously), I completely redesigned and re-energized customer acquisition efforts. Reversed the trend of several years' increasingly lower membership levels and exceeded 2008 budget and expectations. How it was done: Simplification of marketing message: Benefits, benefits, benefits! Marketing 101 and Direct Marketing 101. 55% reduction in postage costs, which allowed for a 400% better direct mail package, and still saved money year over year! Repetition. Logical frequency. Repetition. And Repetition. More streamlined marcom and ordering systems. Much improved customer service infrastructure. These new initiatives and more are turning around the business. My efforts now allow the organization to test results much more than was possible before, makes it much more nimble, gives new head room to try other tactics, presents a better image to prospective members, and improved response rates even under the cloud of a US economic meltdown.
Marketing Director at Comcast Corporation2006 - 2007
Headlines: More than doubled direct sales performance. Exceeded budgeted gains across all managed product lines. Introduced and improved tracking and performance systems. Significantly increased cost effectiveness. Management of marketing and advertising for urban cable television system. Directly manage 2 marketing coordinators, a marketing analyst and direct sales team. Retooled and re-energized direct sales program; doubling sales performance Redesigned digital cable and High Speed Internet advertising and direct marketing campaign schedules and channels to increase cost-effectiveness and marketing message repetition; most recently exceeded Q1 2007 budgeted gains across all managed product lines (cable, digital, HSI). Tied quarterly campaigns with the same messaging, look and synergy to increase cost-effectiveness and marketing message repetition Introduced tracking of marketing campaigns and their various tactics Established retention marketing programs, including post-order tele-retention and direct mail, to increase customer satisfaction levels and lower churn
Director of Marketing, Atlantic Division at Suddenlink CommunicationsNovember 2004 - December 2005
Headlines: Increased product penetration levels and customer loyalty. More than doubled product segment revenues in one year. Saved 1/10 of region's campaign budget by optimizing mailing database. 200% increase in cost-effectiveness of direct mail campaigns. Controlled all marketing activity, budgeting and P&L for 100K-customer region throughout 8 eastern and Midwestern states, stretching from Missouri to Maryland More than doubled product segment revenues in one year and maximized revenues by competitively pricing services and by successfully launching and re-launching High-Speed Internet services in numerous and varied markets, and against several entrenched competitors; Streamlined pricing, campaigns and offerings to aggressively win and retain more customers from extremely competitive satellite and broadband competitors Saved $100K+ direct mail funds annually (1/12 of region's $1.2 Million marketing budget) by optimizing mailing database Increased cost-effectiveness by 200% of direct mail campaigns by introducing direct marketing industry standard methods to the marketing mix Successfully introduced guerilla marketing tactics to sell product where general and direct marketing was infeasible or cost-preventative
Director - Marketing Communications at MarCom Resources2001 - November 2004
Marketing planning for small businesses and large corporations. Consulted on current and future marketing practices, recommend critical paths, create, outsource and manage marketing campaigns and projects. Increased clients' qualified web traffic 1000+% through cost-effective and targeted search engine advertising (SEO / SEM) and optimization.
Project Manager - Retention & Loyalty at Verizon Wireless2000 - 2001
Headlines: 18% direct mail response and locked in $3 million in annual revenues: Initiated and produced upgrade campaign to retain high-value "out of contract" customers. Saved over $300,000 in projected annual losses via internal retention training concerning competitor's new "rollover minutes" product. Instituted organizational changes to make the regional corporate office more proactive than reactive to competitive forces. Responsible for retention programs for 1.2 million customers. Leader of Churn Task Force. 18% direct marketing sales response: Initiated and produced database-driven upgrade direct mail campaign to retain high-value customers and extend contracts at least one year; utilized LTV (Life Time Value) and revenue scores to determine targets Saved over $150,000 in projected annual losses: Researched and wrote white paper, and trained Retention Call Center staff, about a major competitor's new "rollover minutes" threat in the marketplace Improved region's Churn Task Force to be more responsive to Loyalty Call Center and distribution channel concerns about competitive threats; saved potential annual losses of over $500K.
Marketing Manager at Insight Communications1996 - December 1999
Headlines: Saved $900,000 in annual revenues: Successfully defended company from new satellite competitor. Exceeded budgeted product penetration levels and achieved higher than budgeted customer retention: Selected and recommended new consumer product offering, and initiated all customer research and marketing, for a $7 million technical upgrade project; resulted in excellent public relations. Saved a projected $100,000 in annual revenues: Initiated and established effective and innovative Field Customer Care position, which was later featured in a national trade journal and adopted by other national corporations. Initiated direct sales sweep that enabled a thorough coverage of the market and maximized sales.
Director, Integrated Marketing at Direct MarComMay 2007
Washington DC: 703-665-9799. Toronto: 416-840-6643. Calgary: 403-668-0105. Atlanta: 678-561-3636. Do you need to increase revenues? Today? And long term? Consider a contracted temporary CMO / Marketing Director / Consultant before you dive into the pool: - Creative integrated marketing communications - Direct marketing (mail, email) - Marketing strategy and change management - Website search engine optimization consulting (Google Adwords, et al) - Social Media - Marketing plans - Tooth to tail projects or simple "look under all the rocks and recommend" change management consulting - http://www.direct-marcom.com Revenues not where you'd like them to be? Is your "creative" not bringing in the sales or donations? Call me for a free initial consultation. International business experience. Also considering senior marketing, VP, C-Level positions.
Jonathan Blaine's Education:
Western Governors University2010 – 2011MBA GraduateConcentration: Management and Strategy
Western Governors University2005 – 2008B. Sc.Concentration: Marketing Management
Central Elgin Collegiate InstituteSecondary School Graduation DiplomaConcentration: Academic: high school
H B Beal Secondary SchoolCertificateConcentration: Broadcasting
Jonathan Blaine's Interests & Activities:
Marketing, racquetball, environment, hockey