Erik Ploof Email & Phone Number

Kirkland, Wa

I have the pleasure of working with a talented and extremely successful Executive team steering the company's marketing, brand and communications. The company is about to launch their new pay-at-the-table platform - RAIL. This product is the only purpose built payment system designed for the full service restaurant and hospitality industry. The RAIL complements the dining experience by placing control of the checkout process and credit card security exactly where it should be - in the guest's hands. www.tablesafe.com

Greater Seattle Area

Redmond, Wa

 Engaged by WebRotator Ltd, a start-up software company, to integrate hyperlocal targeting and programmatic ad exchanges with Inflight Entertainment networks, allowing travelers to access content on any consumer device. Plan designed to grow company from start-up to $125M in five years. Engaged by Intellectual Ventures Inc., an invention capital marketing firm, to assess viability of creating design enablement platform for augmented reality using their broad IP portfolio Engaged by RTC Group to reinvigorate their Real-Time Embedded Computing Conference. Projected to double attendance and to increase conference revenue 70% in first two years.

Directed the company's worldwide brand and brand advocacy co-marketing programs. Led the creation of a new brand identity including brand framework, story and narrative, personality, messaging and visual assets. Key Accomplishments:* Directed ARM’s corporate branding and community advocacy programs, facilitating annual revenue growth from $913M to $1.2B.* Developed integrated digital and social media campaign increasing social media activity and customer engagement by 35%in the first six months. Scored 4.3 out 5.0 on Publitek social media index.* Partnered with CMO to expand thought leadership positioning, increasing media awareness from 32% to 78% in both vertical and mainstream media channels.

Created and managed the company's marketing and communication strategies to support awareness of ARM’s entire brand and product portfolio. Created and managed ARM's corporate identity including brand architecture and framework, story and narrative, messaging, visual assets and design system, brand measurements and analytics, partner brand advocacy program, global communications and brand guidelines. During my 16 year tenure I led corporate marcom, branding, marketing, advertising, public relations and event teams. I directed up to 15 employees across the US, Europe, and Asia Pacific regions. Key Accomplishments: * Successfully repositioned company identity from semiconductor provider to global technology leader, driving growth from $141M to $915M revenue. Spearheaded new corporate brand architecture and naming scheme, amplifying ARM’s value proposition, and increasing worldwide brand recognition from 25% to 70%.* Directed internal creative teams and five consulting agencies, creating strong brand and industry-recognized partner ingredient brand program for ARM technology. Increased partner adoption from 10% to 45% in the first two years.* Reduced 45 product brands into five parent brands. Three of the five parent brands were recognized as #1 technology brands in their respective vertical markets.* Launched ARM TechCon to drive brand advocacy, supported by up to 115 partners, creating a forum to access the world's leading technical minds and embedded design solutions in wireless, automotive, enterprise, IoT, and software. Increased conference from one to three days, and annual participation from 300 to 6,500 attendees. Event recognized as one of top three conferences in embedded industry, attended by 85 top media outlets.* Established strategic relationships with over 200 leading technology and consumer electronics companies, including Apple, AMD, Broadcom, Freescale, Microsoft, Texas Instruments and Samsung and others.

Created and managed ARM partner ecosystem increasing membership form 10 - 1,000 companies. Led strategy development, branding, marketing, and public relations. Directed 10 employees and $2.3M budget.Created ARM Powered and Connected Community brand, for use in brand advocacy programs. Grew partner adoption of third-party ingredient brand from 10% to 70%.Conceptualized and led the production of Information Quarterly (IQ) magazine providing a unique brand advocacy platform for ARM and its partners to showcase leading ARM-based design methodologies, tools and products. Grew worldwide distribution from 10,000 to 55,000. Recognized as one of top three design references for embedded industry for five consecutive years.

Developed strategic business and engineering opportunities between Motorola and Microsoft, securing WindowsNT support for PowerPC architecture for four years. Steered a strategic product launch with Bill Gates introducing WindowsCE operating system on Motorola StarTAC phone at the 1996 Consumer Electronics Show.Served on Corporate Strategy Board, advising on a the launch and market strategy for a suite of Motorola PowerPC designs for mobile and automotive devices.