Tom Previ Email & Phone Number

My day-to-day job tasks include: I observe and review differentiated tangible value of AARP products and services to shifts brand perceptions. I improve brand equity among new/under-leveraged audience segments by driving B2B and B2C brand understanding. I monitor and analyze national and local programs by developing consistent organization-wide metrics and analytics. Ensure relevance to younger audiences via repositioning of brand. I provide exceptional performance in utilizing a variety of product mixes targeting new and existing segments for the world's largest nonprofit membership organization with keen focus on increasing the financial and emotional value of the brand. I deploy highly management skills in executing advertising and other communications programs for national and local market. ★ My Key Accomplishments ★• Increased customer engagement by creating brand and product messages and tactics.• Improved customer experience for product and service bundles across the org.• Served as cross-functional lead for brand strategy and integration across the highly matrixed organization.• Accelerated overall organization investment in brand message hierarchy and architecture consistency through aligning internal stakeholders and external agencies.• Enriched brand awareness and equity of consumer-facing programs and content by leveraging external brand ambassadors as assets.• Ensured process development and effectiveness across the brand organization.• Increased appeal to new segments by creating, researching, and monitoring products, services, programs and offers.

Alexandria, Virginia

In my previous role of Consultant I performed the following day-to-day job tasks:I determined tangible value as well as leveraged key member touch points to maximize the member and prospect experiences. I executed highly analytical acumen while conducting research and developing process design within small associations.

Bethesda, Maryland

I was involved in the following day-to-day job roles:I created and executed innovative strategic channels including partnerships, public relations, events, digital marketing, magazine publishing and social media while leading strategy for integrated marketing programs. I developed and designed new experiential websites and social media platforms to enhance and lift key brand attributes and customer engagement, while developing and implementing digital roadmaps. I developed a clear brand identity in the mind of consumers to champion brand position articulation. I sustained the loyalty of key customer segments already highly entrenched with the brand by increasing highly differentiated guest experiences aimed at acquiring new audiences. I created and implemented brand strategies at key moments of the guest experience focusing on consideration, comparing, buying, anticipating, arriving, staying or departing with relevant personalized content.★ My Key Highlights ★• Acted as global brand marketing lead for JW Marriott Hotels.• Elevated brand understanding among key targets from 57% to 84%.• Optimized new gross revenue stream by $27M from the digital experience redesign.• Led and directed B2B and B2C strategic marketing planning and execution for repositioning of the brand in the luxury lodging tier.• Served as a primary manager for advertising, media, public relations and social media agencies.Additional Experience: Senior Manager, Marketing Communications at IntelsatDirector, Brand Management & Marketing Communications at NETtel CommunicationsSenior Advertising Manager at Bell AtlanticAcquisition Program Manager at MCI Telecommunications CorpAccount Supervisor at Bozell WorldwideCopywriter and Assistant Account Executive at Dancer, Fitzgerald, Sample (DFS)

Directors Executive Education Program, Business

Bachelor Of Arts (B.A.), Communications