Tom Harper Email & Phone Number

New York, New York, United States

• Partnered with companies including Verizon Wireless, Blue Shield, Sanofi, CityMD and Piedmont Healthcare to implement consumer growth and retention strategies focused on omni-channel journey mapping. • Consult with executive leadership teams within client organizations to align on strategic marketing visions, define annual KPI’s and develop marketing plans that achieve goals. • Collaborate with data and analytic teams to develop executive level result readouts, analyses, test and learn roadmaps and optimization recommendations. • Manage, mentor, and develop a team of over 30 marketers who are responsible for driving client satisfaction and business growth through campaign execution.• Delegate assignments to staff and monitor the performance and output of teams across Creative, Technology, Data & Analytics, Strategy and Project Management. • Oversee marketing budgets totaling $34M+ in agency feesKey Achievement:• Piedmont Healthcare of Georgia: Launched an award winning, omni-channel campaign focused on improving the customer experience and perception (Net Promoter Score). The campaign blended diverse talent, solely from the state of GA, a re-mastering of a Georgia classic (Georgia on My Mind) with an influential, “Rolling Stone Artist to Watch” and an aggressive omni-channel campaign (TV, Radio, CRM, Display Social and Influencer). Within three months of launch, brand favorability increased by 5%, the favorability gap between Piedmont and their 1st place competitor closed by 960% and bookings are up over 29% YoY.

Greater New York City Area

New York, New York, United States

• Led the Consumer Growth and Lifecycle CRM strategy and execution for Verizon Wireless and Fios, overseeing ~$16M in agency fees and a production budget of $60M+.• Developed quarterly and annual marketing plans, test and learn agendas and annual sales forecasts for both new and existing customers. • Oversaw the development and implementation of custom CRM segments to drive growth for core product offerings, including:­ Unlimited Data, resulting in a 20% higher take overall and 65% higher top tier 5G unlimited growth compared to Verizon overall.­ 4G Home Internet, exceeding activation goals by 185% and driving $1.6M in incremental revenue.­ Entertainment (Disney+ & Discovery+), driving a 200% increase in response compared to BAU targeting.­ Mobile + Home Cross Sell, exceeding activation goals by 140% for email and 940% for direct mail.• Developed the strategy and oversaw the implementation of new acquisition and customer retargeting programs that exceeded revenue goals by 1400%.• Revamped the customer onboarding process by reducing communication touches and delivering more personalized and relevant content, resulting in a 20% decrease in calls to care. • Managed a team of over 60 marketers and was responsible for the growth and development of 12 direct reports, of which 8 received promotions/salary increases in the last year. Key Achievement:• Created the framework for an Ai targeting tool used in response to COVID that detects real-time sales anomalies to inform marketing, answering what, where and when to invest. The results improved response by 65% in campaigns and exceeded annual revenue goals, despite a downward sales trend due to COVID.

New York, Ny

- Manage cross functional team of over 30 people included account, strategy, data/analytics and creative.- Develop the annual and quarterly planning and strategy for Verizon Wirleess Consumer Acquisition Direct Response focusing on cross channel integration- Identify new technologies/opportunities to drive campaign optimization and personalization

Collaborate with cross-functional agency teams from analytics, marketing and creative to outline segmentation frameworks for acquisition, win back and retention programs and advise on direct mail testing strategies.Proactively initiate discussions with senior management and clients to present and review budgets, timelines, creative briefs and campaign development to ensure marketing objectives are being met.Manage the development, execution and implementation of national acquisition TV, Print, Online and Radio campaigns, including the largest competitive initiative in Comcast history.Oversee the production process for live action, celebrity and graphic only television and radio spots Partner with Comcast field staff to identify regional marketing needs to ensure the objectives of local markets are being met through versioning of national acquisition campaigns.Supervise and train two Sr. Marketing Associates and manage a cross functional team of 10 individuals from creative and production services.

Consistently delivered successful online marketing campaigns by overseeing a team of 10 members and partnering with clients to craft documents that framed key strategies and creative challenges.Exceeded forecasted agency revenues by $300K in a declining economy by efficiently managing client budgets and internal agency resources.Successfully partnered with senior leaders to lay the foundation for an agency learning initiative that outlined marketing best practices, resulting in a robust training program.

Received 2007 Unsung Hero Award for successfully managing a national consolidation of all Verizon Wireless B2B retail advertising awarded to Hill Holliday.Supervised and trained two Assistant Account Executives while overseeing the execution of all N.E.A. B2B direct mail and national B2B retail advertising campaigns, project timelines and client finances.Excelled at developing extremely positive relationships with both direct and advertising clients, internal teams and outside agencies by maintaining a constant flow of communication.Analyzed campaign results, competitive landscape and industry trends to develop strategic POV's that led to a new agency project and two campaign redesigns, which increased overall campaign performance.Effectively managed B2B vertical campaigns leading to a 125% increase in results from 2006.

Successfully maintained communication between DHL brand and direct teams to ensure integration of key marketing strategies resulting in impactful, consistent tactics.Effectively analyzed weekly interactive banner results and provided creative rotation recommendations resulting in a 20% increase in campaign traffic in three months.Managed and executed all aspects of integrated MLB sponsorship program while maintaining strong relationships with clients, vendors and internal teams.

Account lead responsible for interactive and print tactics from conception to completion, including demand generation e-mail, viral marketing, local and national print and direct mail.Analyzed campaign results in order to optimize tactic performance that lead to an e-mail campaign redesign, which delivered a 400% increase in click through rates and a 25% increase in sales leads.Spearheaded Lenovo's first international viral marketing campaign which launched in 9 languages. The campaign exceeded client expectations with over 200,000 hits, mentions on over 140 blogs/forums and traffic from over 130 countries within the first month.Supervised and mentored Assistant Account Executive providing training in day to day account operations including production, traffic and billing procedures.

Successfully managed a co-marketing program with Intel resulting in $15 million of advertising reimbursement.Selected for the Account Management Training Program, an intensive 4 month course culminating in the development and pitch of an integrated marketing campaign for a pro-bono client.Account lead responsible for all local and national newspaper advertising and Large Enterprise B2B e-mail.Up with People

Trained and managed 15 interns providing them with hands on experience in marketingImplemented and managed grassroots promotional activities in 30 cities nationwide.Presented in over 150 public speaking engagements.

Ma, Integrated Marketing Communications

Bachelor Of Science, Advertising & Public Relations