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Work Background
Rubicon Brand StrategyFounder and CEO
Nov. 2023St Petersburg, Florida, United States- Accelerates business growth through smart insights, strategies, and implementation services.
- Develops strategies to unlock the brand power you may already have but not realize. - Functions as a fractional CMO overseeing brand, design and communications for businesses without a CMO or in cases where a full time senior marketing role is unaffordable. - Provides brand mentoring services for startups and growing businesses. In this capacity, I train and coach individuals or groups, such as a CEO from a non-marketing background, a board, or marketing personal. (Please note that the Rubicon Brand Strategy website is currently under construction).
Envoy San Diego Vice President, Brand Strategy and Innovation
May. 2019 - Oct. 2023Work remotely in St Petersburg FL.- Grew revenue of Fortune 100's, passionate startups, and social good ventures through development and implementation of brand strategy and marketing planning.
- Designed and implemented groundbreaking customer experiences including hospitality environments, brand activations, and convention presence.
- Led new product and service innovation projects leading to incremental client sales.
- Fractional CMO for a $50M revenue chemical/fitness client
- Contributed $600,000 to agency revenue through business development outreach, relationship building, and client guidance.
- Clients included Diageo, Nestle, Blaze Pizza, Fetzer Wines, Benziger Wines, Hershey, Templeton Rye Whiskey, Trace Minerals, Zildjian Cymbals, Fresh 'N' Lean, The Wine Group, Traditional Medicinals, Genomatica.
The HomesteadFractional Chief Marketing Officer
May. 2019 - Oct. 2021Florida/ South Africa- Fractional CMO for The Homestead, an ultra luxury startup eco-game preserve lodge in South Africa.
- Contributed commercial know how to business plan development.
- Crafted executional brand strategy.
- Wrote marketing plan and oversaw its implementation.
- Hired interior design firms and guided them through a brand lens.
- Created unique customer experiences elevating the brand.
- Managed teams in US, UK, and South Africa.
- Recruited and managed partner agencies - web design, PR, digital.
- Directed all creative work resulting in a consistent, stunning on-brand visual representation.
- Designed "brand into culture" immersion workshops for 100+ employees and facilitated on-site leading to team ownership and evangelism.
Envoy San DiegoVice President, Brand Strategy and Innovation
May. 2019 - Oct. 2023Work remotely in St Petersburg FL.- Grew revenue of Fortune 100's, passionate startups, and social good ventures through development and implementation of brand strategy and marketing planning. - Designed and implemented groundbreaking customer experiences including hospitality environments, brand activations, and convention presence. - Led new product and service innovation projects leading to incremental client sales. - Fractional CMO for a $50M revenue chemical/fitness client - Contributed $600,000 to agency revenue through business development outreach, relationship building, and client guidance. - Clients included Diageo, Nestle, Blaze Pizza, Fetzer Wines, Benziger Wines, Hershey, Templeton Rye Whiskey, Trace Minerals, Zildjian Cymbals, Fresh 'N' Lean, The Wine Group, Traditional Medicinals, Genomatica.
The HomesteadFractional CMO
May. 2019 - Oct. 2021Florida/ South Africa- Fractional CMO for The Homestead, an ultra luxury startup eco-game preserve lodge in South Africa. - Contributed commercial know how to business plan development. - Crafted executional brand strategy. - Wrote marketing plan and oversaw its implementation. - Hired interior design firms and guided them through a brand lens. - Created unique customer experiences elevating the brand. - Managed teams in US, UK, and South Africa. - Recruited and managed partner agencies - web design, PR, digital. - Directed all creative work resulting in a consistent, stunning on-brand visual representation. - Designed "brand into culture" immersion workshops for 100+ employees and facilitated on-site leading to team ownership and evangelism.
Laduma - Virtual and Augmented RealityChief Marketing Officer
Nov. 2016 - Jun. 2018St. Petersburg FL (Working remotely/traveling)- Oversaw brand and marketing for VR/ AR startup successfully differentiating Laduma in growing industry.
- Co-wrote business plan and singly crafted brand strategy. Led to fast growth, and attracted investor interest.
- Integrated all marketing channels including digital, events, content marketing, SEO, SEM, and PR leading to aligned brand built for growth.
- Built and aligned teams on three continents resulting in global brand and culture consistency.
- Conceived and presented VR, AR and MR content concepts to global clients. Resulted in new business.
- Increased brand awareness, built lead generation and signed new clients at World Travel Show, MIP, MIPtv, Fanalyse, HIMMS and Liverpool FC.
- Clients included HSBC, Radisson Hotels, LA Galaxy, Jacksonville Jaguars, Denver Broncos, NBA, UK government, ICC (cricket), iHeartMedia, Visit Britain, Wimbledon.
Periscopes Up - Brand ConsultancyPresident
Oct. 2006 - Nov. 2016Worldwide brand strategy services based in St Petersburg, Florida - Built brand strategy platforms for iconic B2C and B2B brands leading to brand clarity, differentiation, and growth.
- Provided specialist skills and category expertise to strategy and advertising agencies resulting in incremental revenue and client retention.
- Turned client employees into brand advocates
- Positioned international brands for successful entry into US market.
- Fueled international brands for growth in Australia, UK, and Germany.
- Clients included Starbucks, MTV Networks’ CMT and EPIX, Diageo, Forever 21 (Japan), Jabra, Iron Maiden's Trooper Beer, Ace Cider, Sovereign Beverage Company, Universal Music Publishing, Virgin Unite, Capitol Records, Effen Vodka, Motown Records, Anchor Beer, Tata Harper, Petco, Red Touch Media, Tender Greens, Humane Society International, Jim Beam (Australia), Hershey’s, Jack In The Box, Stitchfix, and Holden (General Motors Australia)
Virgin Entertainment GroupChief Marketing Officer
Feb. 2001 - May. 2006Greater Los Angeles Area- Successfully transitioned retail operation from music stores to lifestyle emporiums through groundbreaking store design, unique customer experiences, and innovative product mix resulting in 11% sales growth and 4% increase in gross margin.
- Grew business to $250M through customer-centric mindset and brand lens.
- Managed branding campaigns and event marketing initiatives in print, video, web and social media
- Reported to CEO. Led, inspired and energized team of 60 employees across US and Canada.
- Built differentiated brand led internal culture increasing caliber of new employees and increased retention.
- Guided Japanese brand ensuring global consistency with regional culture flavor.
Virgin Entertainment GroupSenior Vice President & G.M., E-Commerce
Aug. 2000 - Aug. 2001Greater Los Angeles Area- Grew revenue by 15% by developing and implementing successful entry into e- commerce.
- Aligned physical retail with digital offering resulting in seamless customer experience and expansion of employee know-how.
- Developed overall strategy and support implementation across six departments - marketing, content, merchandising, technology, operations, distribution Guided e-commerce in Japan, UK and France resulting in fully aligned global customer experience.
- Continually evaluated marketplace trends and oversaw gathering of competitive intelligence within markets and across service lines
Virgin Entertainment GroupVice President Operations
Mar. 1999 - Mar. 2000Greater Los Angeles Area- Responsible for field operations, regional marketing, HR, inventory management and visual merchandising
- Reported to CEO and led a team of 1200+ employees across the US and Canada.
- Aligned organizational objectives with company mission to increase business growth and integrate work strategies.
- Developed world class customer experience
- Increased profit by streamlining operations
- Aligned organizational objectives with company mission to increase business growth and integrate work strategies
Virgin Entertainment GroupInterim CEO
Oct. 1998 - Mar. 1999Greater Los Angeles, California, United States- Cultivated forward-thinking, inclusive, and performance-oriented business culture to lead industry in innovation and push progress.
- Identified and implemented new revenue generation opportunities leading to increased bottom-line profitability.
- Directed market expansion propelling business forward by exceeding regional customer needs.
- Built productive relationships with industry partners and competitors to support strategic business objectives leading to marketing function becoming profit center that contributed $3M to bottom line.
Virgin Entertainment GroupDirector, Global Marketing Strategy
Feb. 1997 - Oct. 1998London, United Kingdom- Conducted global research studies, constructed insights, and built international brand strategy. - Identified and developed global best practices for international division.
- Developed innovate customer experiences and consumer facing technologies.
Virgin Entertainment Group (UK)Director, Global Marketing Strategy
Feb. 1997 - Oct. 1998London, United Kingdom- Conducted global research studies, constructed insights, and built international brand strategy. - Identified and developed global best practices for international division. - Developed innovate customer experiences and consumer facing technologies.
Virgin Cinemas (UK)Director Of Marketing
Jan. 1996 - Dec. 1998London, United Kingdom- Built a world class brand for Virgin’s first cinema business after it purchased MGM.
- Led all commercial departments including marketing, customer experience, film booking, cinema design and concessions resulting in 20% growth in year two. - Introduced radically new services and experiences, that increased the value of Virgin Cinemas leading to its acquisition in 1999.
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