Phil O'Connor Email & Phone Number

Dearborn, Michigan, Us

Yokohama-Shi, Kanagawa, Jp

Core FocusLeads the enterprise customer data strategy across CRM, data innovation, and analytics and oversees the spending allocation of Nissan’s $1.2B media and marketing spend; supervises internal team of 35 and external agency team of 65.Highlight of Contributions➞ Spearheaded the shift of Nissan’s media strategy to a customer-focused, targeted, and data-informed approach➞ Scaled new Media Analytics function and team from the ground up▸Built the infrastructure and processes▸Recruited key talent▸Developed capabilities in data literacy, data science, and data modeling ➞ Delivered a 35% increase in ROI using new Customer Lifetime Value metric▸Integrated previously siloed Sales and Aftersales processes into marketing communications▸Delivered targeted messaging based on the complete purchase and ownership cycle➞ Orchestrated the planning and executional integration of regional and local dealer advertising▸Aligned with themes, messaging, and cadence of Nissan brand campaigns

Yokohama, Kanagawa, Jp

Core FocusPromoted to lead the Infiniti marketing organization and drive the execution of the marketing strategy; directed team of ~150 across Media Operations, Creative, Digital, CRM, and Data Analysis and managed $350M budget. Highlight of Contributions➞ Improved marketing and media efficiency▸Revamped media management and spending based on new multi-touch attribution model➞ Scaled the infrastructure and resources for new BI team▸Drove implementation and adoption of new media attribution model ▸Revised marketing and media KPIs to align with the core business➞ Transformed the marketing organization and redefined core skillsets▸Increased ability to leverage data and insights ▸Improved collaboration and decision-making ➞ Boosted advertising effectiveness▸Refocused creative development on recall/Breakthrough as the main KPI▸Earned a top 3 auto brand ranking in Breakthrough by Nielsen (2017)➞ Delivered a more cohesive customer experience by integrating CRM into the broader Infiniti marketing plan➞ Redesigned Infiniti’s branded website and dealer web platform▸Enhanced the digital customer experience▸Aligned website KPIs with business objectives

Yokohama-Shi, Kanagawa, Jp

Core FocusLed the marketing and brand management for Nissan’s $12B Truck & SUV lines, with accountability for a team of 9 and oversight for P&L management, brand strategy, demand generation, Voice of Customer research, and brand positioning. Highlight of Contributions➞ Exceeded new MY14 Rogue volume plan by 40%+▸Developed and implemented end-to-end integrated launch and cross-platform marketing strategy ➞ Built marketing approach to relaunch Nissan’s commercial truck brand▸Increased the volume and profit by 25% versus pre-launch levels▸Adjusted distribution, product, and marketing strategies to stimulate retail demand

Yokohama-Shi, Kanagawa, Jp

Core FocusSpearheaded the planning, creative development, and execution of all media, advertising, and communications; Oversaw ~$900M marketing budget, 200+ agency personnel across 6 media and creative agencies. Highlight of Contributions➞ Built fully integrated media and communication plans incorporating digital, direct marketing, and multicultural efforts➞ Guided positioning, creative development, and campaign strategies for new car launches of LEAF, Juke, Quest, & Altima▸Applied VOC and strategic insights to consumer messaging and advertising ➞ Overhauled the CRM strategy▸Improved ROI 41% using more efficient modeling framework▸Delivered more effective direct marketing and targeting using contextually relevant and compelling messaging

Yokohama-Shi, Kanagawa, Jp

U.S. P&L responsibility for Nissan’s $8 billion Crossover and SUV business

Yokohama-Shi, Kanagawa, Jp

Core FocusRecruited for expertise in marketing trucks and SUVs; owned P&L responsibility for Nissan’s $8B U.S. Crossover and SUV business. Highlight of Contributions➞ Developed launch strategy and execution plan for the Rogue, 2009 Murano, and 2007 Pathfinder➞ Formulated an integrated multi-channel marketing plan for the Rogue launch ▸Achieved 145% of sales target➞ Devised new Rogue packaging strategy▸Expanded product offering and captured a broader range of buyers▸Contributed to $53M in incremental profit and 5000 incremental units for Rogue

Dearborn, Michigan, Us

Core FocusLed brand marketing for the flagship F-Series Super Duty TruckHighlight of Contributions➞ Created consumer launch strategy and orchestrated in-market execution for the 2005 F-Series▸Outperformed profit target by $500M▸Increased volume by 12% ➞ Launched innovative, grass-roots initiative with 4K Ford Dealers and 1.7 Home Depot stores ▸Drove 6K new sales and delivered 80K prospects

Dearborn, Michigan, Us

Core FocusCreated new commercial van product strategy, delivering $200M in incremental profit through mix and volume improvements; developed customer segmentation and brand positionings for 3 Ford Commercial Truck platforms for product design, development, and communications.

Dearborn, Michigan, Us

Core FocusExecuted regional budgeting and vehicle distribution strategies; led team to 3rd place, ranking out of 17 regions against wholesale volume objectives.

Dearborn, Michigan, Us

Core FocusManaged dealer relationships, improved customer satisfaction processes, and created and implemented promotional campaigns to achieve zone sales goals.

Mba, Marketing And Strategy

B.S., Marketing