Peter Dawson Email & Phone Number

Greater Philadelphia

Freelance strategist and writer for Leo Burnet, Hatch CRM, Bestowe, Arc Tech and more

• Member of the leadership team responsible for brand positioning, marketingexecution, staffing and budgeting• Rebuild the marketing department structure, process and approach• Manage 20-person FTE/contractor team• Develop and implement a customer life-cycle approach• Strategic planning and oversight of paid and organic digital and offline tactics• Support sales team to drive, nurture and convert leads - doubled overall leads in first year

• Managed digital campaigns for AARP business units: Games, Staying Sharp, Work and Jobs, and AARP Foundation. Includes strategic planning, media planning, and results analysis• Created content marketing campaigns to give consumers bite-sized and relevant previews of AARP offerings• Launched sweepstake campaigns and contests to drive traffic and lead generation• Partnered with media, creative and multicultural agencies to develop campaigns Lead monthly acquisition campaigns for AARP… Show more • Managed digital campaigns for AARP business units: Games, Staying Sharp, Work and Jobs, and AARP Foundation. Includes strategic planning, media planning, and results analysis• Created content marketing campaigns to give consumers bite-sized and relevant previews of AARP offerings• Launched sweepstake campaigns and contests to drive traffic and lead generation• Partnered with media, creative and multicultural agencies to develop campaigns Lead monthly acquisition campaigns for AARP Rewards, AARP’s loyalty program, from planning through execution:• Ideated monthly strategies and themes for campaigns• Managed multiple agencies for creative strategy and development• Worked with external and internal media partners to manage a multi-million-dollar budget• Created reporting structure through Adobe Analytics and BI for weekly reporting Show less

Dallas

Execute a multi-faceted and all-encompassing VP of Strategy role, overseeing business processes and executive-level execution. Collaborate with internal & external teams to review business strategy and ensure implementation of initiatives. Increased blue-chip clients and agency revenue by directing multiple new business achievements including agreements with Federal Express, Mitsubishi Motors North America, Bloomin’ Brands, FIAT, Volvo, La-Z-Boy, Acura, Jiffy Lube & Mercedes-Benz. Drive… Show more Execute a multi-faceted and all-encompassing VP of Strategy role, overseeing business processes and executive-level execution. Collaborate with internal & external teams to review business strategy and ensure implementation of initiatives. Increased blue-chip clients and agency revenue by directing multiple new business achievements including agreements with Federal Express, Mitsubishi Motors North America, Bloomin’ Brands, FIAT, Volvo, La-Z-Boy, Acura, Jiffy Lube & Mercedes-Benz. Drive business strategy via leading key client account relationship management to ensure success.• Skillfully increase product sales and enhance company revenues as well as staff motivation, productivity, and efficiency while ensuring overall satisfaction through participative leadership toward organization goals & objectives• Conceptualize and execute CRM communications strategies • Develop and implement multi-phased plans for clients' acquisition, retention, loyalty and advocacy• Operate as a main contributor in overcoming competitive efforts and improving shopper awareness while initiating real-time marketing programs to attract competitions’ customers towards client products & services• Expertly improve client’s brand awareness, perception, trial, purchase, and customer experience by organizing and spearheading outstanding experiential partnership programs • Showcase advanced analytical and technical expertise in formulating strategies for searching first, second, and third-party data with a purpose to significantly increase purchases• Deliver unique value-added services to earn competitive advantages and generate differentiation from competitor agencies; established new department during client venture and incorporated into (95%) of agency clients• Administer management consultation on methods to cross-brand loyalty and financial implications • Yielded ($10M+) in agency revenue & enhanced customer share of occasion/wallet by executing optimal procedures Show less

• Administered leadership competencies as the Lead Strategist regarding DIY business and provided data-driven recommendations, thus generating optimal plans & innovative approaches for increasing and influencing purchases• Demonstrated expertise in conducting qualitative research techniques to highlight barriers and potential purchase drivers while performing quantitative research to achieve customer value analysis benchmarks• Utilized in-depth knowledge and field experience in… Show more • Administered leadership competencies as the Lead Strategist regarding DIY business and provided data-driven recommendations, thus generating optimal plans & innovative approaches for increasing and influencing purchases• Demonstrated expertise in conducting qualitative research techniques to highlight barriers and potential purchase drivers while performing quantitative research to achieve customer value analysis benchmarks• Utilized in-depth knowledge and field experience in transforming the discussion from purely oil and price topics to other important matters such as emotional and practical driver issues Show less

• Facilitated strategy-based solutions to maintain and engage both frequent fliers and staff during difficult merger while introducing innovative insights and analytics-driven segmentation for acquisition & retention programs• Successfully achieved over (700%) Return on Investment (ROI) by quadrupling program objectives• Exhibited excellent management and business acumen in collaborating cross-functionally with teams and developing online, mobile, experiential, and traditional… Show more • Facilitated strategy-based solutions to maintain and engage both frequent fliers and staff during difficult merger while introducing innovative insights and analytics-driven segmentation for acquisition & retention programs• Successfully achieved over (700%) Return on Investment (ROI) by quadrupling program objectives• Exhibited excellent management and business acumen in collaborating cross-functionally with teams and developing online, mobile, experiential, and traditional strategies for acquisition, retention, and advocacy programs• Elevated airline front-line staff as sales drivers via proactive leadership & coaching to drive quality and consistency Show less

• Created yearly brand brief for “Baskin Robbins” campaign strategy and implementation; involved in hiring and supervision of brand/digital agency to ensure brand voice alignment with pre-defined standards and policies• Recognized for steering strategic communications planning regarding client acquisition and retention efforts while minimizing media budget and maximizing same store sales• Resourcefully utilized advanced research & analysis knowledge in facilitating and monitoring all… Show more • Created yearly brand brief for “Baskin Robbins” campaign strategy and implementation; involved in hiring and supervision of brand/digital agency to ensure brand voice alignment with pre-defined standards and policies• Recognized for steering strategic communications planning regarding client acquisition and retention efforts while minimizing media budget and maximizing same store sales• Resourcefully utilized advanced research & analysis knowledge in facilitating and monitoring all qualitative & quantitative analytics programs while converting research findings into actionable strategies• Supported hiring & management of brand, digital, media, and Hispanic agencies for a united voice and strategy Show less

• Employed advanced analytical abilities in controlling overall direct marketing programs across multiple business lines while expertly introducing data-driven and analytics-based approaches into a traditional brand agency• Proficiently managed multiple research & analysis projects while designing and monitoring a large variety of integrated and targeted campaigns in a timely and effective manner• Displayed advanced communications expertise while managing multiple engagements… Show more • Employed advanced analytical abilities in controlling overall direct marketing programs across multiple business lines while expertly introducing data-driven and analytics-based approaches into a traditional brand agency• Proficiently managed multiple research & analysis projects while designing and monitoring a large variety of integrated and targeted campaigns in a timely and effective manner• Displayed advanced communications expertise while managing multiple engagements simultaneously through engaging communications, conflict resolution, and process & performance management Show less

Account leader for Southern California Edison, Nestle and United States Postal Service