Bob Tobin Email and Phone Number

• Developed and implemented strategic brand and content marketing plans for top-tier client accounts in hospitality, fashion, retail e-commerce and real estate development industries for boutique marketing agency.• Guided brands’ overall search, social and content strategy, identifying new trends, opportunities and ways to measure their impact and growth; improve content delivery through search engine optimization and metadata management.• Performed content and SEO audits; work closely with clients’ social media strategists, marketing professionals, copywriters, editors and designers to create a cohesive message for their organization; set guidelines for tone, style, and content of communications.• Clients included Revlon, PetSmart and Island Outpost.

Digital Marketing Strategy Lead Sep. 2015 – May 2016Re-engineered new digital platform for institutional investors, from audience messaging, building an intuitive UI structure, shaping content and directing design & development, to promotion of launch.SVP, Marketing: Brand & Digital Development Jul. 2002 – Dec. 2014• Asked to create & lead highly matrixed financial services firm’s first dedicated digital marketing group with accountability for all things digital: strategy (B2B & B2C), budget, marketing technology integration, website management, digital promotion/advertising, lead generation & client acquisition & retention, email marketing, social media, content marketing, SEO & SEM and video production. • Recruited, managed and mentored Marketing Communications, Creative Services and Digital Marketing teams; 8 direct reports• Developed digital roadmaps for new marketing technology integrations and digital marketing initiatives.• Business owner of digital transformation projects that had to be compatible across NA, EMEA and APAC.• Change agent for new digital projects that were the first to be done by the firm:o Led integration of first ESP; managed e-mail marketing program.o Created online subscription-based tool to capture leads, increasing e-mail subscription rate by 25%.o Created in-house video studio for pre- and post-production of domestic and international videos.o Launched and managed firm’s first multi-million dollar digital advertising plan.• Point person to manage updates of legacy systems and integration of 3 analytics packages, 3 CMS, 2 CRM and other SaaS digital marketing platforms.o Developed firm’s first digital content marketing & SEO program with hands-on roll in producing editorial and video content, maintaining compliance and creating visual system of content delivery.• Utilized analytics to measure the effectiveness of site content and digital campaigns.• Wrote social media policy and developed social content strategies.

• Wrote and oversaw design and delivery of integrated marketing campaigns promoting mutual funds, retirement and 529/Tuition Savings Plan Plans.• In charge of branding, content development and technical build of nine 529 plan websites, including several of the first of their kind in the industry.