John Haslam Email & Phone Number

Bellingham, Wa, Us

Established a successful marketing/communications consulting practice focused on mission-based organizations, NGO’s and non-profits. Develop a deep understanding of client objectives, audience segments, competitive set and unique value proposition. Conceive and execute optimal marketing strategies utilizing qualitative and quantitative assessment to measure pre and post campaign KPI’s, informing client of progress and optimizing ROI. Skillful and efficient management of omni-channel marketing, owned/earned/paid media, assessing and optimizing client marketing for website/social and legacy media optimizing alignment of all internal/external communications. Established new markets and sales channels based on market data and client business strategy.

Seattle, Wa, Us

Led comprehensive strategy & rebranding that transformed UW Video meeting long term operational and self-sustainability goals. Modernized org structure, systems, facilities and business processes. Conducted market research, developing insights, establishing KPI’s and reporting to UW senior leadership on progress. Utilized LEAN principles to transform organization, enhancing efficiency and expanding capacity.• Oversaw PR, Media Relations, and Crisis Communications managing all aspects of media coverage.• Engaged Copacino-Fujikado agency and oversaw rebranding of the organization.• Transformed organizational roles and culture utilizing LEAN / Six Sigma principles.• Conducted market research to identify target markets & messaging pillars.• Completed customer journey mapping, replacing legacy digital content strategy and establishing an approach that increased engagement effectiveness and improved sales funnel results. • Implemented new Content Mgmt. System for the 3 campuses enabling educators and administrators to store, search, share & deploy video (+ meta-data) in a myriad of formats. • Developed non-profit funding plan delivering grants, viewer and corporate underwriting.• Established video distribution agreements with Amazon, Roku, KOMO4 TV & Pac-12 Networks.• Executed webinar strategy enhancing audience engagement, reputation and financial support.• Increased annual video creation by ~ 3x and measurably improving content quality.• Modernized video infrastructure at UW Med Ctr. and Husky Stadium leading to increased media coverage.• Established successful co-marketing programs with regional and national organizations including BECU, Pemco Insurance, The Brookings Institute, WeWork, and Delta Airlines.• Eliminated budget deficit ($4.5M/yr.) by reducing operating costs ($1.2M/yr.) and developing new revenue ($2.3M/yr.) resulting in organizational self-sustainability in ~5 yrs.

Assisted online video content creators in establishing awareness, driving sales, negotiating agreements, crafting marketable content and scaling start-up operations. Consulted with media companies on acquiring unique online content to achieve their revenue and audience growth objectives. Cultivated new revenue opportunities by conceiving and developing original video content for various markets.• Developed branding/marketing/distribution strategies to advance client objectives.• Surveyed market and acquired data translating findings into actionable strategies.• Developed client websites and marketing tactics generating awareness and viewership of content. • Enabled sales efforts to establish national/regional media/content partnerships.• Established syndicated HS Sports program (TheVarsityNews) that aired on ROOT Sports NW.• Developed $1.0M in annual revenue in year one establishing the company as the leading consultancy for emerging digital content creators in the Pacific Northwest. AMN's client list includes: GT Media, Liquidus Media, The Window Channel, University of Washington Television (UWTV and UWTV.org) and City Circles

New York, Ny, Us

Directed all B2C, B2B, marketing, research, communications, and digital media sales for Washington. Led a staff of 14 FTE charged with advancing the company’s revenue, market share and reputation in competitive metropolitan DMA.• Developed and led the deployment of new B2B websites supporting local ad sales & programming. • Led integration of Comcast nationwide B2C websites; fandango.com, vehix.com, comcast.net regionally creating optimal UI, UX & cross promotion effectiveness.• Implemented sales promotions and joint marketing with national cable networks surpassing benchmarks and establishing best practices.• Established digital work unit. Defined roles, compensation, and competencies for each position. Recruited, hired, trained and developed all digital marketing staff. • Conducted market research utilizing ComScore, Google Analytics, Nielsen, & IPSOS. Translated research data into actionable insights.• Brand stewardship for websites, social and interactive tv enhancing customer acquisition. Growth in new business was ~$1M.• Directed affiliate marketing programs ensuring optimal ROI and accurate forecasting.• Managed paid/earned media for the division supporting local programming and sales initiatives.• Directed sales enablement for legacy sales staff provided training, development of key presentations, and sales collateral that supported staff effectiveness.• Developed an annual customer appreciation event that lowered cost of sales, increased annual contract values and reduced staff workload by eliminating less effective client events.• Responsible for external communications, media relations and PR for the division interfacing with media/news outlets to enhance Comcast’s reputation.• Managed unit finances to plan and presented leadership with new investment opportunities. Prepared annual budget & revenue forecast. Developed $1.2M in OTT revenue from new products.• Total YOY revenue sales growth for Washington division +11% or greater each year.

Master'S Degree, Marketing/Marketing Management, General

Master'S Degree, Marketing/Marketing Management, General

Master Of Business Administration - Mba, Marketing/Marketing Management, General

Bachelor'S Degree, Communications