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PROFESSIONAL DEVELOPMENT / CERTIFICATIONS:FPL Energy Service: Commercial Skills Certificate (November 2024)Databricks: Generative Ai Fundamentals Certificate (August 2024)Microsoft: Leverage AI tools and resources for your business (August 2024)NextEra Energy: Member of AI Council leading company for AI best practices (2023 to current)Leadership Challenge: Executive Certificate Course – (October 2023 – March 2024)What’s Your Point: Executive Communications certificate course – (January 2024) Wharton Online: Viral Marketing and How to Craft Contagious Content – (Certificate 2021) Wharton Online: Strategy: Business Strategy / Competitive Advantage – (Certificate 2019) HubSpot: Sales Enablement / Frictionless Sales – (Certificate 2019 / 2020) Sandler: Leadership Training (2018-2020) AI SALES ENABLEMENTI have the privilege of working with brilliant people, many of which are integrating Ai in their workflows. I am currently working on several AI training workshops for sales teams. This is an exiting time to be a business leader!SALES, MARKETING, MANAGEMENT and STRATEGYSales and marketing executive and brand strategist with extensive corporate, agency and high-profile brand development and commercialization experience serving domestic and international audiences. Innovative, creative problem solver and entrepreneurial leader for all things sales, lead-generation, AI, marketing, lead-generation, digital, analytics, and content marketing. Expertise managing and consulting with brands, teams, people, process, budgets, agencies, data/analytics, expectations, ROI, campaigns, and positioning. Internal corporate communications background serving medium and large businesses.DIGITAL, CONTENT MARKETING, SOCIAL MEDIA, WEB and ANALYTICSHighly experienced marketing strategist and digital storyteller with hands-on expertise in accelerated growth initiatives based on data and customer behavior. Acute knowledge of brand positioning, website and social media marketing, advertising, content creation, automation, SEM, SEO, CRM, HubSpot and using analytics for pivoting on-demand for lead-generation and brand marketing. Creative solutions thinker and doer. ORIGINAL CONTENT PRODUCERPrevious contributor for HuffingtonPost and LinkedIn on Business, digital, marketing, communications, AI, social media, management and innovation. Published over 500 blogs and 23 eBooks. Speaker at Social Media Strategies Summit and HubSpot Inbound. YOURBRANDEXPOSED http://www.yourbrandexposed.comHUFFINGTONPOST http://www.huffingtonpost.com/scott-macfarland/
Nextera Energy, Inc.
View- Website:
- nexteraenergy.com
- Employees:
- 10
- Company phone:
- (561)691-7171
- Company email:
- media.relations@nexteraenergyresources.com
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Director Of Channel SalesNextera Energy, Inc. Mar 2023 - PresentJuno Beach, Fl, UsResponsible for Channel sales strategy, commercialization, marketing, growth initiatives, AI implementation and adoption, process engineering, go-to-market planning and expansion for five FPL Energy Services product lines serving end user consumers and businesses through our third-party network. This involves activating high-touch, high-impact engagement initiatives to grow third-party partner acquisition, while consulting with and developing sustainable selling channels managed through a Florida Channel Sales team.
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Director Of MarketingHmy Yacht Sales Feb 2018 - Mar 2023Fort Lauderdale, Florida, UsSince 1979 HMY Yacht Sales has been the preeminent brokerage firm in the US and among the most respected in the world. We served our clients by providing extensive marketing and advertising reach, a worldwide network of brokers, influencers, and customers as well as industry-leading sales expertise. Marketing, digital, strategy, sales enablement, and operations leader overseeing positioning, brand strategy, product verticals, budget, staff, and execution for lead-gen, and sales/marketing performance. Overseeing channel sales/marketing performance for 66 brokers, 14 offices in North and South America and for 6 core brands in, England, South Africa, Brazil, Sweden, and the US. Launched several yachting brands and new models that are marketed and sold globally: OKEAN, Two Oceans, and ECLIPSE.Sales/Marketing’s goal at HMY: To drive aggressive, high-quality lead-generation growth using data, insights, extensive digital, content marketing, sales enablement, training, product positioning, and integrated online/offline initiatives. Management responsibilities for brand and product positioning, marketing, advertising, content and digital strategy/execution, campaigns, external agencies, large multi-channel budget, and widespread industry communications. I have had the honor of working with the smartest people in the industry. -
Chief Content Marketer And Digital StrategistYourbrandexposed.Com Jan 2010 - Jan 2018At YourBrandExposed, I had the opportunity to provide digital strategy and tactical sales consulting to the marine and yachting industry companies lacking a strong digital and business development ecosystem. As a fully remote professional services firm, we focused primarily on sales enablement, digital, marketing, website development, SEO, SEM, PPC, social media, content marketing, lead-generation, brand building and digital media. Additionally, we provided sales, business strategy and consumer research for expanding product lines and brands.
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Executive Director Of Marketing And Strategic Communication (Internal Digital Agency)Eastern Nazarene College Jan 2016 - Dec 2017Quincy, Ma, Us• Executive Marketing officer overseeing and implementing strategy, tactical execution and operations for content marketing spanning all degree programs. Management executive for admissions/marketing inquiries for B2B and B2C.• Management and lead executive for digital and non-digital initiatives, internal and external teams, budget, PR and industry analysts, crisis communication, creative services and project management for internal and external constituents.• Focus on the corporate website, social media, inbound and outbound marketing, content marketing, lead generation, analytics tracking, sponsorships, events, budget, and staff. -
Director Of Marketing And Strategic Communication (Internal Digital Agency)Eastern Nazarene College Oct 2009 - Jan 2016Quincy, Ma, Us• Marketing officer overseeing digital and non-digital operations, budget, staff, external agencies, analytics and tracking, communications, website, SEO, SEM, email, social media, advertising, print, events, sponsorships, media buying, blogging, photo/video, production teams, editorial, brand messaging, creating qualified leads and aligning operations to business goals.• Strategic communication and marketing officer with oversight of college-wide messaging, branding, community relations, and consumer behavior research. Support to both Development and Alumni Relations offices.
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President, Digital Marketing Consultant / StrategistMacfarland Media Partners, Inc. (Digital Agency) Nov 2007 - Dec 2009Responsible for managing brand communications and digital channels, leading the execution, and the assessment of innovative, results-oriented marketing and awareness campaigns focusing on lead generation, content creation, brand equity, exposure and sales inquiries.In 2009 I worked with NextEra Energy Resources as part of their consulting team to assist with sales/marketing initiatives. Interactive executive producer for web, mobile, video and social engagement campaigns.Developed travel & tourism affiliate marketing strategies for Presidential Challenge of Central America targeting 4 location and resorts using web, email, events, media buying & sponsorship acquisition.Strategic digital marketing and creative consultant for Marina Papagayo luxury property in Costa Rica.Digital marketing and brand strategist launching new brand identity http://www.nexteraenergy.com and http://www.earthera.com, TenderCareBoats.com, KrogenExpress and Brandy Marine.
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Director Of Marketing (Executive Officer)Riviera Australia Aug 2005 - Oct 2007Coomera, Queensland, Au• Marketing Officer overseeing brand, strategy and marketing operations primarily for North and South American regions. Responsible for retail business unit brand activation programs, corporate website, international broadcast TV promotion, affiliate, and co-op marketing, advertising, press, media planning, product launches, global events and trade shows and digital agency management http://www.riviera.com.au.• Advised retail business units in multiple regions, oversaw their digital and non-digital advertising and event activities to drive lead generation and sales.• Developed global sponsorship strategy for (Golf, Tennis, SportFishing, Racing), Included public relations and marketing initiatives, world product launches, trade shows/events, web, and interactive campaigns.• Managed interactive agencies in the US and Australia assisting with aggressive product launch campaigns.• Negotiated marketing contracts and TV rights with ESPN, ESPN2, OLN, and international media. Managed affiliate marketing program involving broadcast, web, events, email, print and traditional media. -
Senior Producer / Account DirectorDigital / Creative Agencies Feb 1998 - Aug 2005My experience has brought me to agencies where I gained valuable experience implementing, creating and managing the development of digital and interactive marketing, communications and advertising campaigns. This includes delivering digital solutions on all media channels. (Web, Social, Mobile, Email, TV, Radio, Events) This also includes serving top-tier clients in many industries throughout the US and abroad. • Managing Account Director and Senior Producer for digital marketing campaigns, sales pitches and creative production campaigns for: Honda, Atlanta Braves, Usher, Turner Broadcasting, CNN, Chick-fil-A LPGA Classic, Home Depot, UPS, BellSouth, University of North Carolina, Pebble Beach – Casa Palmero, Pebble Beach - Spanish Bay, Aruba Tourism Bureau, USA Women’s Soccer. • Responsible for digital execution, creative production, project management and implementation for campaigns using web, video, film, events, email and traditional media. • Extensive experience with digital and interactive media software tools.• Senior account manager responsible for creative production, project management and delivery for client engagements involving web, digital video production, film, web, carom, DVD, live corporate events and product launches for: Tradewinds resort, The Vinoy, NFL Players Golf Club annual celebrity Pro-Am tournament, Tampa Bay Buccaneers, AAA, Ernst and Young, Maxim Magazine Super Bowl event, Dragon Software, Tech Data, Time Warner, CVS, Home Shopping Network, Genmar and Raymond James Financial.Industry experience: Big box retail, Resort and Hospitality, Professional Sports, Marine, Higher-Ed, Professional Sports, Telcom, Entertainment, Mass Media, Business and Consumer Services, Broadcast TV, Retail Banking, Retail Food Service, Broadcast Television, Software.BVP, Inc. - Tampa, FLCreative Digital Group, LLC - Atlanta, GA
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Communications And Marketing ProducerBarnett Banks, Inc. (Corporate Headquarters) Jun 1995 - Jan 1998• Producer/video editor working with internal creative communications and marketing department on video and interactive production and creative development of corporate communications and marketing initiatives, training, intranet, print, and events. • Collaboration with corporate and retail business units and internal agency of writers, producers, designers, video editors, and interactive Cdrom and intranet team.
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Senior Producer, Writer / Producer, Td / DirectorBroadcast Television: Wtlv, Wjbf, Wmgt, Whsh Aug 1987 - Jun 1995My career began in broadcast television learning the deadline-oriented tasks of writing, live show producing, editing, motion graphics, programming as well as the marketing side of news, sports, promotions, local news, and sports programing. • Writer, producer, video editor and graphic designer for broadcast television network TV stations in 4 markets.• Promotion producer and editor for: PGA -The Players Championship broadcast special, spearheaded broadcast production efforts for NFL’s Jacksonville Jaguars inaugural season and WTLV as the Official Station. Producer and editor for “The Masters Report”, a local 60-minute TV broadcast special covering The Masters. Technical Director for NBC and ABC 6pm/11pm newscasts. Producer and editor for International Motorsports Association (IMSA) nationally televised TV show.
Scott Macfarland Skills
Scott Macfarland Education Details
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Wharton OnlineBusiness Strategy / Competitive Advantage -
Eastern Nazarene CollegeCommunications
Frequently Asked Questions about Scott Macfarland
What company does Scott Macfarland work for?
Scott Macfarland works for Nextera Energy, Inc.
What is Scott Macfarland's role at the current company?
Scott Macfarland's current role is AI and BRAND GROWTH LEADER: Generative AI trained, Commercial Skills Certified.Wharton Strategy Certified, Wharton Viral Marketing Certified, HubSpot Sales Enablement, Software & Frictionless Sales Certified..
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What schools did Scott Macfarland attend?
Scott Macfarland attended Wharton Online, Eastern Nazarene College.
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Scott Macfarland has skills like Social Media Marketing, Brand Development, Digital Marketing, Advertising, Social Media, Marketing Communications, Social Networking, Marketing Strategy, Marketing, Content Strategy, Digital Strategy, Blogging.
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Scott Macfarland's colleagues are Jessica Meisel-Tognacci, Melissa Coleman, Steven Munn, Robert Craven, Alexander Richards, Nicki Parrish-Floyd, Chelsea M..
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