David Harris

While at Suzuki I started in a purely digital marketing role; however if there was a digital project with-in the company I was very involved. I facilitated an evaluation of Content Management Solutions and eventually worked with the company IT team to implement Stellent. Another project that was across business units (Motorcycle, Marine and Automotive) was a CRM evaluation and I lead the automotive divisions implementation of Siebel 7.X. For our retailers we needed a communications portal that could deliver information and data in a secure environment. I initiated and lead the redesign of their Automotive Marketing Portal.

Suzuki

From a Marketing perspective I joined leading their websites. Constructing a strategy for all three divisions the most digitally aggressive division was the Automotive unit. We redesigned their website working hand in hand with a Boutique Agency called Matrix Consultants. The website went from a last place performer in JD Power and Associates bi-annual website evaluation to a top 3 (out of 36 ) performer. On the Marine front we leverage our activities in Automotive to advance the functionality and usability of their site. Motorcycle would eventually conduct an agency evaluation through which a boutique digital agency called Questus would take the motorcycle site in a visually different direction.

David Harris

While at Suzuki I initiated their Automotive lead generation and distribution strategy. Ultimately this portion of the marketing operations accounted for nearly 20% of their retail sales. At the same time I worked with Spark Communications (part of Starcom IP) and Dentsu to launch their first digital marketing efforts. The budget started off just under 1 million dollars and covered SEM, Display and some of the first use of Behavioral Targeting and Retargeting in the automotive industry.

This effort was collaborative between the agencies and myself. I was hands on with the media planning and buying elements and drove the optimization campaigns (monthly) with learning's piled back into the planning cycle on an annual basis. Search Engine Marketing and the creative production was handled by a team at Dentsu but again I was very hands on with both the planning and production but also the optimization of those elements. The early years were aggressive and we adopted a perform or perish approach that drove the organization to steadily increase the Digital Marketing Budget.

In the final years of my tenure at Suzuki I was involved with a significant global rebranding of the company to “Way of Life”. Additionally within the Automotive unit I lead the marketing team facilitating both a consistent integration of message and medium facilitating their budget to deliver both on effectiveness and efficiency. Examples of some of the creative units follow

Suzuki

David Harris

Spending 8 years with Suzuki, I worked across all three divisions: Automotive, Motorcycle and Marine. A stellar brand with a well known power sports (Motorcycle and ATV) brand the remaining business units suffered from relative anonymity. The opportunity was to cross pollinate the various business units in our visual communication. Here we see a select representation of creative executions from two different agencies that I worked directly with.

From a digital perspective I drove the use of landing pages at a campaign level. Advertising drove traffic and the website or landing page acted as an engine of conversion.

Suzuki Direct Response and Brochure Portfolio

David Harris

Suzuki Work Commercial Portfolio

This was shot with the wonderful team at Siltanan and Partners.

David Harris

I joined Mazda in a digital and alternative marketing capacity. Media planning was consolidated under Doner/FMM at the time. There was a technical agency iCrossing and a digital creative agency, Sarkissian Mason . The three agencies had opportunity for improvement in their communications and strategy and that reflected in their website. Having several navigation schemas and utilizing two different resolutions the site still performed very well. I set out to consolidate the site and standardize the navigation and dimensions. My team and I were able to improve the performance of the site from 14th place to Second place with-in 2 years. At the same time we implemented stronger calls to action and significantly increased the lead generation effectiveness of the site.

Mazda

During this time I also championed the implementation of Mazda’s Social Media Activities at a corporate and departmental level. Working in conjunction with the team at Rebel Industries we were able to launch and grow Mazda's Facebook, YouTube, Twitter and Flickr properties with minimal expenditure With a new CMO arrivals and total and complete change over in Marketing I transitioned to Fisker Automotive in 2011

David Harris

Fisker Automotive

Fisker Automotive had undertaken a 7 figure site rebuild (Known as the black site) and the results were less than optimal. Upon joining Fisker Automotive I immediately set out to help the company find the voice and position of their website by profiling analogous luxury/fashion and automotive websites. At the same time working with the newly hired DMT team we triaged the existing website to improve both time on site and dramatically reducing a bounce rate in excess of 80% through a phased optimization. Month Visitors Pages/Visit Bounce Rate Avg. Time on Site

Apr 1, 2011 - Apr 30, 2011 70,418 1.28 0.82 0:00:53

May 1, 2011 - May 31, 2011 60,033 2.75 0.61 0:02:37

Jun 1, 2011 - Jun 30, 2011 59,105 5.12 0.20 0:04:31

Jul 1, 2011 - Jul 31, 2011 67,465 5.28 0.17 0:04:27

Aug 1, 2010 - Aug 28, 2010 112,349 5.05 0.20 0:03:56

The Black site while visually luxurious had poor usability and little or no SEO schema. The new site was built in 90 days and launched the 1st of August 2011. Utilizing a visual language that was parallel to all other communication efforts and making use of SEO elements correctly we realized an increase in traffic and sales opportunities . We went on to build global sites in Italian, Spanish, French, German and more.

David Harris

Fisker Automotive

Social media was the domain of Fisker Automotive Public Relations department. Growth had been minimal and posts were not of a conversational tone. Applying the learning I had obtained while at Mazda I started with a corporate social media policy and jumped into the social scene with enthusiasm creating movement and growth. Social Media became a part of nearly every marketing element with tight integration into the experiential elements to drive marketing at the grass roots level. Facebook had just broken 1,600 likes and all other channels were virtually non-existent. By the end of 2012 we were at 53,200 likes with a reach of nearly 22 million people all created from sweat equity. Log onto facebook.com/fiskerauto to see for yourself. Google+ was nonexistent when I started and at the end of 2012 we were well over 1 million followers Log onto the Fisker Automotive Google+ page here https://plus.google.com/+FiskerAuto/posts

David Harris

Fisker Portfolio

With new Marketing leadership in 2012 the directive was to locate a new agency and build a new website that better represented a technologically sophisticated brand/product. When the agency was selected ( Ignited Minds) there was 5 weeks to execute from concept to completion a new website. This was accomplished via a deeply collaborate project management style.

Tablet focused ( HTML5 ) Parallax Scrolling Big Images to project more emotion Mobile Optimized solution followed in December of 2012 Arabic site was launched in Jan 2013

David Harris

Your Company

Are you looking for Marketing leadership who is going to hit the ground running and will work with your leadership team to take your company and brand to new heights? I am currently seeking leadership and consulting opportunities. Contact me at oceanmba@gmail.com or 714.926.9110 Thank you David Harris