Hello.
I am an experienced marketing and advertising leader. I started my career at a legendary agency called Red Sky and have had the opportunity to work with many brands, including the biggest-of-the-big to small and ambitious disruptors.
My approach is always data-driven and focused on generating business outcomes, and I believe the best outcomes come from big creative thinking.
In everything, I take a holistic approach, focusing on the buyer and the brand and creating moments where the two come together to generate value.
Skills
Market research
Consumer research
ICP/Segment definition
Creative strategy
Brand development
Go to Market Strategy
Comms planning
Traditional/brand media
Performance/social media
SEM/SEO
Analytics and data
Marketing operations
Experience
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October 2022-Present
Independent marketing consultant, working with agencies and directly with brands on marketing and advertising programs.
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August 2019-January 2023
Lead on multi-disciplinary practices, with focus on developing data-driven analytics platform. Clients include Covered California, Upwork.
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February, 2015-August 2019
Built media practice and drove new business growth. Built +$20mm in billing.
Clients include Dignity Health, Google Cloud, Electrify America, NetSuite.
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March, 2011-June 2014
Managed 40+ person team across five offices, delivering strategic solutions in this integrated media/creative agency. Clients included: Charles Schwab, PNC Bank, The Capital Group and Petsmart.
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2006-2011
Worked across multiple offices, managing teams to bring multiple channels together, with a special focus on digital channels and social media. Clients included: EA, adidas, Dolby, Wells Fargo, TiVo and Pernod Ricard Brands
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2001-2006
Lead analyst covering advertising and marketing, authoring reports, speaking at conferences and in the media and leading a team of researchers and analysts.
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1996-2001
Developed strategies for multiple clients. Clients included: Nike, P&G, Coca-Cola, and Lands’ End.
Recomendations
Gary is one of the most talented people i have ever worked with. He's the glue between a great idea and the brand, making sure that it's relevant at all times.
Jared Stanley
Technology Innovator
This is a smart guy. Not because he has a lot of "facts" at his fingertips, but because he spends most of his time interpreting those facts - in really interesting, insightful ways.
Tim Smith
Partner, Bee VC
Gary has a unique ability to translate future market and marketing trends to real-world, business strategies which can be understood and executed at all levels.
Sam Decker
Founder, BazaarVoice
Case Studies
More details, methods and metrics available for these cases studies (and more) available in calls and meetings
Google Cloud
Know what your Data Knows
Challenge: Significantly increase awareness of Google Cloud, against other entrenched players.
Solution: Run live commercial during NCAA Final Four, using Google Cloud to make predictions.
Results: Immediate boost to awareness, site traffic, sales and buzz around the brand.
Pella Windows
Save the Windows
Challenge: Increase awareness of Pella’s imact-proof window technology.
Solution: Replace windows across from Wrigley Field, notorious for getting hit by home runs.
Results: Direct increase in site and showroom visits, coinciding with Cubs games/broadcasts.
Virtuo
Don’t get stuck in the past
Challenge: Introduce innovative concierge service to traditionally-minded home builders.
Solution: Frame not using Virtuo as being old-school and build full campaign around idea.
Results: 8x ROAS, culminating in being the buzziest vendor at industry conference.
Pulse Jet Studios
Instead…
Challenge: Raise awareness of virtual reality experience in non-VR environments.
Solution: Embrace the inability to show the experience to create FOMO and intrigue.
Results: Direct spike in downloads as well as high completion rate and engagement on ads.
Thanks for dropping by. Say Hello anytime at gary@61hawk.com.