Brian Blackburn Email & Phone Number

Livermore, California, Us

Launching new craft brewery in the East Bay. Coming early 2016! Visit www.shadowpuppetbrewing.com for more details!

Consulting in senior marketing leadership roles at B2C firms in need of product and brand marketing expertise.

Palo Alto, Ca, Us

Drove Go-To-Market planning, value proposition & customer segment strategies for HP Shopping ($700M revenue).• GTM Planning - Drove integrated marketing plans for the HP Shopping e-commerce store, aligning demand generation tactics with weekly promotional and merchandising strategies.• Segmentation - Developed targeted customer segment strategies, focusing on Student, Home Office, Mobile Professionals, and Corporate segments, exceeding revenue target of $170M.• Partnerships - Developed and executed innovative partner marketing programs to drive revenue, traffic, customer engagement with partners including Microsoft, AMEX, PayPal, Sundance, Disney, and Beats Audio.• Value Prop - Created the value proposition and positioning for HP Shopping in alignment with HP master brand based on market and customer insights, delivering a clear reason for consumers to want to shop directly through HP vs. other channels and competitors.• Loyalty - Defined loyalty strategy for HP Shopping, driving increased retention, repeat purchase frequency, and higher order size from our most valuable customer segments.

Led product marketing activities for this B2B travel and expense management SaaS platform.• Owned and managed the $30M enterprise business P&L and all product marketing for our corporate customers.• Drove go-to-market planning for new product launch aimed at the SMB market, including target audience segmentation, brand positioning, messaging, pricing & packaging strategies.

El Segundo, Ca, Us

Led in-market feasibility analysis for PC Mall’s subsidiary OnSale.com, charged with determining the opportunity to successfully invest in and penetrate the Daily Deal market with the OnSale brand. Led global marketing team of 15.• Developed & executed the go-to-market strategy for launching OnSale as a new consumer Daily Deal service. Marketing tactics included email, SEM, SEO, display, affiliate, print, social media and PR.• Grew revenue and orders by over 500% while decreasing cost-per-order (-79%) and cost-to-acquire-new-buyer (-82%) within the first 120 days of operations. Expanded email subscriber base from 50k to 800k within 6 months.

Redmond, Washington, Us

Owned and executed consumer marketing strategy for the launch and growth of the Bing brand, including multi-channel go-to-market planning, brand positioning, messaging, and product marketing strategy.• Established the brand positioning of Bing as “A Decision Engine” and consumer messaging strategy based on quantitative and qualitative audience insights and market analysis. Achieved recognition as one of “America’s Hottest Brands” by Ad Age within the first year of launch.• Directed integrated go-to-market campaign planning by identifying the key marketing priorities & themes, target audience segments, multi-channel promotional plan, & consumer-facing messaging. Developed and delivered supporting business cases to drive cross-functional alignment with the marketing plan.• Developed and optimized product marketing strategies for PC and mobile devices by leveraging product and marketing metrics and key customer insights to deliver actionable guidance to the marketing team and agencies.• Defined and evangelized marketing requirements through engineering planning cycles to influence the product roadmap so that key new product capabilities are developed for future marketing campaigns.

Defined and executed B2C and B2B marketing strategies for this early-stage digital media sharing subscription service. • Developed marketing strategy and executed tactics including online (SEO/SEM, email and affiliate programs) and print advertising campaigns to drive subscription and e-commerce revenue, acquire new customers, & build brand equity. Increased monthly customer acquisition rate by 250% while reducing cost-per-acquisition by 20%.• Developed new business by translating existing B2C technology platform into compelling B2B solutions. Created comprehensive financial models to serve as a basis for deal structures and negotiations.

El Segundo, Ca, Us

Spearheaded all marketing initiatives (reporting to CEO) for this leading consumer electronics retailer, driving $200MM in annual revenue with full P&L ownership with annual marketing budget of $10M.• Owned the entire consumer experience of this Internet Retailer Top 200 Etailer, including all customer acquisition tactics, website and catalog shopping, product pricing, product merchandising, cross-sells and up-sells, shipping options and pricing, alternative payment methods, customer retention and reactivation.• Established loyalty program targeted at retaining and increasing sales from most valuable customer segments, in addition to providing an incremental high-margin revenue stream. Acquired 10k paying members in first year. • Developed and directed all marketing initiatives including daily email campaigns to 600k+ subscribers, SEM/SEO, comparison shopping sites, affiliate marketing, 300k monthly catalog mailings, print advertising, and radio.

Directed marketing programs of this leading online loyalty rewards program, driving $11MM in annual revenue.

San Leandro, Ca, Us

Directed marketing programs of this leading online loyalty program, driving $11MM in annual revenue. Responsibilities included P&L ownership of all marketing programs for 5 million members, contract negotiations, new product development, product launch and management through end of lifecycle. Consistently exceeded revenue goals by more than 30%.

Chicago, Il, Us

Directed brand management of Ghirardelli Confections business unit ($80M annual revenue), leading pricing, new product development, and packaging development initiatives.

International Mba, International Marketing

Bs/Ba, International Business