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Digital Strategy & Marketing

Phillip as Director of Business Strategy provides in-depth understanding of internal and external factors which affect business, marketing and the client’s Digital presence, and defines digital vision, strategy and solutions that address business challenges, consumer needs and enable specific business goals. He is a visionary leader who “connects the dots” around business and consumer insights, and articulates digital concepts and solutions in a clear and compelling way to clients.

He interfaces heavily with internal team members and C-level client contacts throughout the digital roadmap and planning process as well as execution. Phillip leads digital roadmap projects, and serves as strategy lead on projects of high complexity within a given brand/client or potentially across multiple brands/clients. He can serve as lead digital strategist on one or more key accounts. He participates in industry groups, speaks at industry events, and publishes thought leadership. He plays an active role in business development, preparing proposals and participating in sales presentations.

He has been responsible for digital investments, acquisitions and partnerships for different networks. He has provided strategic leadership for digital strategy for many agencies.

EXPERIENCE

Phillip has experience in the following areas:

ENGAGEMENT MANAGEMENT
• Leading digital strategy engagements with a strong focus on business analysis, strategic and financial modeling, differentiated digital experiences, key digital capabilities and/or road mapping
• Engaging with clients to identify key strategic challenge(s) and business, marketing and digital needs to be addressed; evaluating scope of strategic engagement
• Working cross-functionally with other strategy colleagues, client partners, discipline leads, and other internal partners

INSIGHT GENERATION
• Defining and conducting (or partner with others to conduct) appropriate research activities, and evaluating findings. Researching activities include
• Assessing Digital’s role in client’s business model
• Connecting the dots, synthesizing and articulating key business insights in a clear and compelling way

STRATEGY DEVELOPMENT
• Defining a digital program’s strategic vision and business goals to guide strategy development and execution, and to move people to action
• Developing strategies that drive client business performance
• Creating digital roadmaps to guide execution of programs and initiatives

QUANTITATIVE ANALYSIS
• Analyzing business, marketing and digital performance across products, markets, audiences, and channels
• Testing digital hypotheses through research, scenario analysis, and financial modeling
• Creating strategic and financial models to articulate business value
• Building business cases and ROI models of high complexity
• Summarizing findings, and package in a way that supports a clear and compelling story

DIGITAL THOUGHT LEADERSHIP
• Providing recognized thought leadership and points of view on Digital strategies including eCommerce, Social Media, Digital in retail, etc.
• Developing white papers
• Creating inspirational presentations on Digital that demonstrate smart thinking and strategic

MULTI_CHANNEL AND CONSUMER EXPERIENCE VISION
• Providing assessment and vision of the ideal ‘consumer experience’ by defining key capabilities that differentiate clients and meet consumer needs
• Defining cross-channel implications and opportunities
• Defining impact to brand

SERVICE DELIVERY AND EXECUTION
• Providing strategic counsel to C-level clients
• Presenting strategy output and recommendations to clients and internal stakeholders
• Facilitating workshops, ideation sessions, decision-making
• Navigating client organization to get to desired outcomes
• Briefing project teams
• Leading strategic review of solution development; provide clear and timely feedback to ensure experiences, technology and marketing solutions are delivered on-strategy
• Leading or participating in project post-mortems; capture key learnings and develop case studies as appropriate

CLIENT ENGAGEMENT & BUSINESS DEVELOPMENT
• Working with Client Partners to generate demand and sell-thru for strategic services
• Building and managing strong working relationships with business decision-makers at the C- level of the client organization; become trusted advisor; ability to work with marketing, IT and business executives
• Proactively seeking out opportunities to deepen client relationships and “elevate the conversation” within client organizations
• Creating RFP responses and proposals, and taking a leadership role in pitching new business
• Remaining up-to-date on relevant news, best practices and trends within the marketing, media, and technology ecosystem and sharing this knowledge

MEASUREMENT & EVALUATION
• Working with strategy team members to define success metrics and evaluate business impact of digital strategies and projects over time
• Defining targets for identified metrics.
• Developing processes for collecting and analyzing necessary data

PEOPLE & TEAM MANAGEMENT
• Building strategy team expertise by mentoring junior team members and offering training in relevant methodologies, techniques, frameworks, etc.
• Proactively working to improves process for strategy engagements and team workflow
• Carrying out and ensuring direct reports (who are managers) carry out supervisory responsibilities in accordance with AARF policies and employment laws
• Advising and assisting Discipline Lead on staffing
• Inspiring team members to discover game-changing solutions, and to deliver work of the highest quality

OFFERINGS
Phillip offers a comprehensive suite of services:

  • Digital Strategy: marketing strategy, digital branding strategy, digital business modeling, user research, customer segmentation;
  • Brand Experiences and Platforms: cross-platform user experience design, multi-platform interface development (web, mobile, gaming, interactive/IP TV, in-store, out-of-home) and branded content & entertainment;
  • Site Design & Development: user experience design, web application design and development, database and marketing systems technology consulting;
  • Online Advertising: creative and technical development (banners, rich media, video, text), digital media planning & buying, search marketing (SEO/SEM);
  • Social Media & Word-Of-Mouth Marketing, including digital public relations & digital influencers engagement;
  • Direct & Performance Marketing: eCRM, email marketing, SMS, ecommerce, analytics, reporting, and optimization.

DETAILED SERVICES

Interactive Strategy
Interactive Strategy Consulting
Agency Insights
Customer-led Innovation, co-development and collaboration
Digital Brand Planning
Business Modeling
Marketing Technology Consulting

Cross-Platform Brand Experiences Development
Information Architecture
User Experience Design
Application development (widgets, apps)
Web Design and Development
Ecommerce site development
Mobile application and site development
Web Games Development
Branded Content & Entertainment, including video content development

Online Advertising
Standard ads creation
Rich media creative development
Video Advertising
Mobile Advertising
In-game Advertising
Video Advertising

Social Media & Marketing
Social Media Monitoring
Digital Influencers Engagement
Blog Development & Management
Social Media Enterprise Strategy
Digital Public Relations

Digital Media & Search Marketing
360° Media Planning
Digital Media Planning
Digital Media Buying
Digital Media Optimization
Enterprise-wide Search Engine Marketing Strategy
Search Engine Marketing Planning
Search Engine Marketing Buying
Search Engine Marketing Optimization
Search Engine Optimization (SEO)

Emerging Platforms
In-Store/Retail Interactive experience development
IP/Interactive TV program development
Mobile marketing (mobile advertising, mobile apps development, SMS, MMS, mobile site development, mobile CRM)
Gaming (in-game advertising, Web game development)
Interactive Out-Of-Home experience development

Digital CRM
Email Marketing Strategy
Email Marketing Program Development & Execution
Database Marketing Strategy
Database Marketing Program Development & Execution
TeleWeb (click-to-call/click-to-chat) Program Development & Execution

Data Analytics & Measurement
Media Mix Allocation
Funnel Allocation
Cross-Channel Measurement Planning
Dashboard & Reporting Tool Development
Web Analytics
Media Analytics
Cross-Channel Analytics