A take charge, game-changing marketing visionary who delivers on aggressive business goals for highly-matrixed organizations, while minimizing risk, reducing complexity and decreasing expenses. A trusted partner, building and leading the multi-million dollar omni-channel buyer's journey.
A true “GigaNerd”, Scott is an innovative, results-driven digital marketing leader with 20+ years of corporate business insight, entrepreneurial know-how, and fast-paced agency passion. For over a decade, he was founder and CMO of an award-winning Atlanta-based digital firm, driving P&L, marketing strategy, client engagement, technology innovation and agency growth. For the last 2 years Scott has led teams on customer acquisition and retention for Vidgo, as Chief Digital Marketing Officer.
CAPABILITIES SNAPSHOT • Research/Analysis/Data Insights • Segmentation/Persona Development • User Experience Staging & Best Practice • Marketing Strategy • Brand Standards & Voice • Ecommerce Framework • Team Leadership & Coaching • Program Integration • Customer Lifecycle Modeling (VOC) • Technology Roadmap • Omni-Channel Platforms • KPI Definition & Analysis • Social Media Activation • Budgets/Forecasts/P&L
Trusted senior advisor providing strategic guidance and delivery of digital transformation and marketing innovation for organizations across a range of industries.
• Lead marketing strategy and activation teams, manage client relationships and work closely with cross-functional resources and stakeholders at all levels to increase brand awareness, customer acquisition, loyalty and retention.
• Launch effective marketing campaigns to optimize the buyer’s journey and elevate brand presence that drive business growth and improve customer experience.
• Develop and implement comprehensive marketing plans including market research, industry trends, SWOT analysis, competitive intelligence, target segmentation, positioning and messaging, content strategy and campaign tactics.
• Deliver comprehensive digital strategies for elevated web presence, social media, email marketing, search engine optimization (SEO), pay-per-click (PPC) advertising and various digital marketing channels.
• Lead Fortune 500 teams, including analysts, developers, product marketers, designers and digital subject matter experts to deliver data driven marketing campaigns.
• Analyze client’s current brand presence, identifying opportunities for improvement and recommendations for developing comprehensive digital strategies that align with annual business plans, budgets and IT roadmap.
• Track and analyze campaign performance metrics to optimize marketing efforts and ensure return on investment.
• Lead and mentor marketing resources to ensure high-quality work and professional growth within teams.
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Digital Practice Leader, Jackson Spalding
Led digital strategy team fostering thought leadership and agency team accountability. Collaborated with sales, product and finance teams to deliver on aggressive client objectives and key results (OKRs).
• Increased demand generation revenue through email campaigns, retargeting promotion, paid social and keyword research.
• Improved product detail landing page performance, on-page content consumption and bottom of funnel form fill conversions.
• Devised marketing strategy for search engine optimization. Improved SERP rankings, domain authority and business insights.
• Increased customer engagement by deploying Google Display Network and AdWords campaigns. Experiences carried though SMS geo-targeting.
• Delivered KPIs across website, blogs, Facebook, Instagram, YouTube, Twitter and influencer campaigns.
• Cultivated and managed digital team through recruiting, training, coaching and goal setting.
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Chief Digital Marketing Officer, Vidgo
Drove the development and transformation of subscriber acquisition strategy, loyalty and retention plans. Optimized user experiences through best of class marketing strategies and target market campaigns that delivered elevated brand awareness and dramatically improved subscriber counts within the highly competitive OTT streaming TV space. Head to head competition with popular streaming giants included Netflix, Amazon Prime, YouTube, and Hulu. Maintained an “ear to the ground” focus to understand consumer mindsets, including buyer preferences, pain points and latest causes for social concern.
• Built relationships with renowned networks including ESPN, Disney, ABC, Hallmark, FOX, BET, NFL, MLB, and Univision.
• Launched aggressive quick-win campaigns the increased subscriber acquisition counts by +600%.
• Overhauled an underperforming company web strategy, delivering a more efficient buyer journey by optimizing landing pages and promotions, leading to an increase in conversions by 63%.
• Introduced customer incentive programs, new signup surveys and in app marketing opportunities that elevated online brand reputation from 2.2 to 4.7 stars within App Store, and improved Google Play rating from an initial 2.6 to 4.9.
• Led content calendar teams that composed weekly customer communication emails, maintaining open ratio of 54%, curtailing churn rates by 12%.
• Delivered demand generated product sales in key distribution channels through transactional portal, event marketing and customer loyalty programs.
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Chief Marketing Officer, President, Eyeclick Media Inc.
Agency Founder. Built business from ground up, driving P&L, strategic direction, client engagement and company growth. 200+ client portfolio.
• Launched client new business plans, products, applications, brands, integrated program strategies and large-scale ecommerce digital platforms.
• Led talented 45 person agency team in marketing strategy, digital innovation, product marketing and account services.
• Outperformed client revenue projections through targeted SEM/SEO and consolidated cross-channel strategies.
• Spearheaded successful IPO/merger/acquisition outbound plans for executive committees of Fortune 1000 companies.
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Digital Strategy & Operations Senior Team Leader, Kimberly-Clark Professional
• Pioneered North American Content Strategy for increased digital content adoption through curated content, personalization strategy and paid, owned, earned models.
• Facilitated annual digital budget delivering top-line revenues from multi-site, ecommerce, demand generation and social community platforms.
• Supervised 9-person digital team on high-visibility successful launches of enterprise digital properties.
• Championed annual Digital Evolution Plan that increased ecosystem growth on gated and non-gated digital content.
• Evangelized and secured significant incremental dollars for digital innovation property amid significant down-turn year within North American strategic business plan.
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North American Omni-Channel Strategy Leader , Kimberly-Clark Professional
Digital strategy leader tapped to oversee innovation team driving transformation on largest B2B customer transactional platform of this $18.3B organization:
• Led team of 12 on the strategy and implementation of business requirements, communication plan, user experience, data integration and functional specifications.
• Directed operational governance framework on enterprise processes to recapture rebate savings and reduce manual order status requests.
• Devised Omni-Channel Strategy to elevate key product category consumption and reduce cost to serve.
• Partnered with 40+ senior global stakeholders to influence and align on this new transactional model to scale and apply across all regional platforms worldwide.
Proudest Accomplishment
Building a successful digital agency from scratch, sustaining growth and making life-long friends.
career Highlights
Planting The Seeds of Disruption
Met artist Andy Warhol. "Some say time changes things, but you have to change yourself." (1987)
Building A Better Mousetrap
Personal decision to take experience and insights and start digital agency
Agency On The Move
through robust client engagement, business scales to 32 employees to meet demand
Chairman's Circle Winner
First MArketer in company history invited to sales excellence conference, St. Thomas USVI.
Recognized Leadership and Performance
distinguished performance award winner every year @ kimberly-Clark (3), promoted in 2nd year.
Put The Health Back in Healthcare
REJUVENATED struggling healthcare business in just 9 months through new product introduction.
Standing "O" and 62% Upside
NEW WEB transformation presented to 45,000 EMPLOYEES- created Revenue boost and applause.
Education
Babson College
Executive Education- business Leadership program
The School of The Art Institute of Chicago
Bachelor of Fine arts, New Media
associations
The Data & Marketing Association (DMA)
Technology Association of Georgia (TAG)
Atlanta Interactive Marketing Association (AIMA)
American Marketing Association (AMA)
accomplishments
28
integrated programs over $10M executed
17
first-to-market mobile applications delivered
62%
market growth on new business plan creation
$77M
capital/incremental budget raised
>220
diverse B2B & B2C client organizations served
50+
successful Enterprise platform launches
soft Skills
stakeholder management
16
program management
14
budgets & forecasts
15
social campaigns
8
KPI Definition & analysis
10
omni-channel programs
14
marketing automation/CRM
13
customer UX modeling
15
data optimization
9
Public Speaking
7
team Leadership & coaching
17
brand building
19
marketing strategy
20+
Speed round...
3. What are my leadership philosophies?
I've been lucky to learn from amazing mentors over the years. Below is my short list of what I aspire to be as a leader and what I encourage in my teams every day:
1.   Do What You Say You Will do- Always. 2.  Stay Curious. Resist Mediocrity. 3.  Respect Effort. Recognize Excellence- Often. 4.  Over Communicate. Over Deliver. 5.  Celebrate Small Wins. 6.  Own It- Be Accountable and Proactive. 7.  Lead by Example. Collaborate by Habit. 8.  Assume Positive Intent. 9.  Be Fair but Fierce. 10. Big Picture First so Strategies Last. 11.  Be Passionate. Be Purposeful. 12. Live in "Solve" Mindset. Excuses are Boring. 13. Be Decisive, Methodical and Relentless. 14. Expect the Best. Prepare for Contingencies. 15. "Busy-ness" is not the same as "Business"...
2. Who are my main influences?
1. Vision- Steve Jobs (Apple) 2. Leadership- Richard Branson (Virgin Group) 3. Persistence- Elon Musk (Tesla) 4. Reasoning- John Giannandreai (Google Search) 5. Strategy- Susan Wojcicki (YouTube)
1. Why did I choose my profession?
Digital is in my DNA and I love the challenge and opportunity of innovation. The digital landscape resets every day, promising fresh intersections of valuable customer interaction and insight. For me, the pursuit of strategic and cohesive digital transformation is the fuel that makes business go. You can harness the powerful wave of transformation, or sit back on the shore and watch your competitors successfully ride by.
studies in innovation
Single Sign-On Login: Data driven authentication and advanced password management ensures security and frictionless user experience.
Intelligent Search: Refined search filters via the cloud provide machine learning to adjust and grow with the customer experience.
CASE STUDY 2: Organizational First: Gated Self-Service Distributor Sales Rep (DSR) Customer Platform. Streamlines the Distributor sales cycle while reducing reliance on provider resources and manual processes.
CASE STUDY 1: Transformed Kimberly-Clark Professional Customer Journey. I led the 2 Year Project, Teams and Stakeholders. Contained Omni-Channel Content Strategy, Personalization, Ecommerce, Analytics, Big Data Optimization and Technology Integration
Sharing Credibility and Trust: Rating & Review functionality provides the user a voice in the purchase decision and helps endorse new sales and support opportunities.
My Product List: Users manage customized product information on multiple products and in desired formats.
Sticky Not Squishy: Curated content served dynamically to the individual visitor based on their topic preferences, click stream data and predefined customer cycle phases.
Seeing is Believing: Convenient and automated Product Sample ordering that can be sent directly to customers to optimize buying experience.
Accurate Product Orders: Usage Calculators enable system users to easily estimate product usage for prospective end users and gauge pricing estimates.
Cross Reference Results: Real-time look up provides SKU details for greater visibility to close the deal.
Competitive Advantage: DSRs can enter other CPG products to see how they stack up to KCP.
Researched and Tested: User selected functionality to improve their business today, and a technology roadmap for future enhancements.
Buy Online Now: New approach to offer native visitors the immediacy to purchase directly from select, best of class Ecommerce partners.
Social Connections: Relevant and real-time industry insights bring the B2B cross-channel experience to life.
Building Better Brands: New world-class platform seamlessly infuses 9 trusted (and revitalized) brand promises throughout the customer experience.
Virtual Discovery: New landing page features robust A/B testing, content hooks and engagement tools. Prominent search bar feature flattens the experience to quickly expose desired themes.
inspiration
Blog: digital soapbox
Making The Virtual A Reality...
Artificial Intelligence and Burnt Eggs
Me: "Alexa, ask Siri to open Outlook through Cortana." Alexa: "Sorry, I don't know that."
Yeah okay, that would be a long shot, but it is undeniable we are in a period of breakneck and breakthrough digital transformation, driven by a massive marketplace shift in artificial intelligence (AI) and machine learning from the usual suspects of Amazon, Apple, Microsoft and Google. Data conspiracy theories aside, the AI devices from these giants do offer the real promise of "what's next" in voice...
Single Sign-On Login: Data driven authentication and advanced password management ensures security and frictionless user experience.
Intelligent Search: Refined search filters via the cloud provide machine learning to adjust and grow with the customer experience.
CASE STUDY 2: Organizational First: Gated Self-Service Distributor Sales Rep (DSR) Customer Platform. Streamlines the Distributor sales cycle while reducing reliance on provider resources and manual processes.
CASE STUDY 1: Transformed Kimberly-Clark Professional Customer Journey. I led the 2 Year Project, Teams and Stakeholders. Contained Omni-Channel Content Strategy, Personalization, Ecommerce, Analytics, Big Data Optimization and Technology Integration
Sharing Credibility and Trust: Rating & Review functionality provides the user a voice in the purchase decision and helps endorse new sales and support opportunities.
My Product List: Users manage customized product information on multiple products and in desired formats.
Sticky Not Squishy: Curated content served dynamically to the individual visitor based on their topic preferences, click stream data and predefined customer cycle phases.
Seeing is Believing: Convenient and automated Product Sample ordering that can be sent directly to customers to optimize buying experience.
Accurate Product Orders: Usage Calculators enable system users to easily estimate product usage for prospective end users and gauge pricing estimates.
Cross Reference Results: Real-time look up provides SKU details for greater visibility to close the deal.
Competitive Advantage: DSRs can enter other CPG products to see how they stack up to KCP.
Researched and Tested: User selected functionality to improve their business today, and a technology roadmap for future enhancements.
Buy Online Now: New approach to offer native visitors the immediacy to purchase directly from select, best of class Ecommerce partners.
Social Connections: Relevant and real-time industry insights bring the B2B cross-channel experience to life.
Building Better Brands: New world-class platform seamlessly infuses 9 trusted (and revitalized) brand promises throughout the customer experience.
Virtual Discovery: New landing page features robust A/B testing, content hooks and engagement tools. Prominent search bar feature flattens the experience to quickly expose desired themes.
