Scott Goebel Email & Phone Number

Yokohama-Shi, Kanagawa, Jp

New York, New York, Us

Hired to plan the customer experience, objectives, product roadmap, development needs and content for Ford.com.• Led the website experiences that are allowing Ford to change its century old retail business model of over-producing and discounting vehicles to a modern approach of selling made-to-order vehicles at full price via e-commerce by establishing reservation and vehicle order experiences on Ford.com• Earned a highlight in WPP’s 2020 Annual Report for the Ford Bronco reveal by achieving 190,000+ reservations and over 450,000 virtual Bronco builds within the first 24 hours of the reveal. Ultimately, multiple years of Bronco production were ‘pre-sold.’ • Established a new integrated marketing playbook, coordinating Website, CRM, SEO/Paid Search and Paid Media, for Ford reveals of future vehicles with the F-150 Lightning and Ford Maverick. The retail model was updated to be a mix of dealer retail and DTC / B2C tactics. The Lightning and Maverick were sold-out leading to expanded production.• Improved lead generation and throughput, during the pandemic, by updating lead generation experiences based on opportunities identified in market and customer research• Adjusted the content model to be more SEO informed while launching both deep content pages and landing pages which allowed search to become the top traffic source Redesigned the web experience for Ford Blue Advantage (Certified Pre-Owned Vehicles) to be more SEO-friendly• Responsible for website testing including User Testing, AB Testing and Multivariate Testing• Led a team of 3 associate strategy directors to research and design experiences and content

Detroit, Mi, Us

Asked to deliver new customer experiences in digital marketing for Ford.• Researched and presented POV’s on consumer adoption of new technologies to create new customer experiences• Redesigned Ford Parts (Motorcraft, Omnicraft) to be an DTC e-commerce enabled website for retail customers• Earned 2018 Mobile Marketing Association’s Smarties award for North America AR/VR category• Expanded content formats on Ford.com to include looping video and VR/VR 360• Piloted a shopper-bot on Facebook including experience planning, user-testing, paid social & analytics• Researched, designed and conducted user-testing of a new mobile-friendly vehicle configurator to deliver operational efficiency serving for lead generation, vehicle reservation, online ordering and ecommerce• Defined our customer experience to inform our approach to research, planning and ideation that led to a coordinated experience using multiple marketing channels (e.g. web, social, media, SEO/paid search and CRM)• Led team of 1 experience strategist, 2 content strategists and 4 UX designers• Contributed $8MM in incremental revenue

Detroit, Mi, Us

Entrusted to build digital marketing capabilities• Launched a near real-time content team to improve communications with specific targets• Implemented Salesforce customer relationship management (CRM) and Adobe experience cloud, improving marketing efficiency • Led the adoption of mobile marketing practices including strategy, website, media and analytics• Developed a team of 6 digital strategists• Contributed $12MM in incremental revenue

Detroit, Mi, Us

Promoted to lead client and agency education on a Digital First approach to marketing• Developed a digital marketing strategic plan for Ford Motor Company.• Created a ‘Content Studio’ for social content to support the implementation of the digital plan• Merged the separate mobile site of Ford.com into a single RAD code base to achieve cost savings• Responsible for social media and mobile marketing including strategy, message development, communications, content, infrastructure, analytics, and community management

Detroit, Mi, Us

Established a social media practice area within GTB • Develop strategies and tactics for to reach audiences through social media (Facebook, YouTube, Twitter)• Built social media strategies with internal teams and clients to reach targeted audiences• Integrated social media planning with digital media, search, live-events to extend reach and impact• Created Social Media practice with annual revenues of $5MM• Measured the effectiveness of social media and identified opportunities to optimize the programs

* Developed strategies and integrated programs for clients using online, social and emerging media* Founded the social media practice in terms of products and services for agency clients* Established mobile marketing products and services for agency clients* Trained a business development staff to sell and support services* Collaborated with clients to fine-tune product offerings to increase their relevancy and impact.

New York, Ny, Us

SENIOR MARKETING MANAGER* Integrate social media, interactive, direct and mobile tactics into marketing campaigns based on audience insights and mapping likely results back to the business objectives* Built relationships with 60+ online automotive communities* Implement social network (e.g. Facebook, Youtube, Twitter) profiles to represent products* Develop socially sharable content through email as well as broadband and mobile microsites* Improve online consumer experience by implementing web collaboration technologies on websites* Create web applications to facilitate better program performance and lower operational costs* Integrate metrics in all campaigns to assess effectiveness and ROIMARKETING MANAGER* Led 15 project managers in creating solutions for Chrysler, Jeep and Dodge marketing initiatives* Established project management processes, objectives and standards* Supported CRM initiatives by importing and processing consumer data* Created data-driven direct mail and email communications based on consumer dataOPERATIONS MANAGER* Managed 120 people in a marketing contact center which generated $4.8 million annually* Developed performance measures to assess the operation and reward individual/team results* Implemented email and click to call channels to improve consumer’s ability to reach the center* Opened a 300+ seat contact center in Windsor, Ontario Canada to achieve a 20% cost reduction

Mba, Business Administration

Bachelor Of Arts - Ba, Psychology & Organizational Studies