vp marketing communications in san diego ca resume tom hume

8/19/2019 VP Marketing Communications in San Diego CA Resume Tom Hume

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TOM HUME760.214.4863

[email protected]

VP, MARKETING - STRATEGIC & INTEGRATED MARKETING LEADER

A forward-thinking, marketing expert who builds brands while driving demand. Proven ability to

solve complex marketing challenges with strategic thinking, strong professional relationships andcustomer insights. Delivers strong ROI results through direct-response marketing, channelmarketing, social media and customer relationship management. Areas of strength include:

- Integrated Marketing Communications - Strategic Marketing Planning- Marketing ROI Metrics - Brand Development & Management- Global & Multi-Cultural Team Development - Agency Management & Negotiations

Developed over 1034 marketing campaigns using a mix of TV, Digital, DR, radio, print, PR, social media, video and web at Sprint, Gateway, Qwest & Toshiba

Grew the business-to-business brand image for Sprint, Gateway, AMCC & Sage Delivered programs, training and coaching for 3,000 resellers; teaching them

how to improve their brand communications and marketing for Sage

Emmy ®

winner for a Toshiba branded social film driving 69 million online views

EXPERIENCE

TOSHIBA – DIGITAL PRODUCTS DIVISION – Irvine, CA 2011 - present

Director Marketing Communications – North & South America

Increase brand awareness, consideration and purchase for laptops, tablets, TVs, storagedevices and Cloud Services for B2C and B2B customers. Direct a staff of 22, 5 agencies and a$36 million marketing budget. Grew Toshiba’s social media fan base 1,057% with higher than industry avg engagement.

Successfully aged-down the avg Toshiba buyer by improving brand awareness and likelihoodto purchase with an 18-34 target audience

Executive Producer for three Hollywood-style social films with branded-content for Toshibaand Intel. The Inside Experience – 50MM views, The Beauty Inside – 69MM views, and ThePower Inside – 73MM views. Drove incremental laptop sales with a 12% increase in brandfavorability and purchase intent among an 18 –24 targeted audience.

QWEST COMMUNICATIONS – Denver, CO 2010 - 2011

Sr. Director Marketing Communications – Mass Markets

Drove subscriber acquisition for high-speed internet, home phone, wireless and DirecTVservices. Directed a staff of 17 and 4 agencies and a $130 million marketing budget. Spearheaded and launched Qwest’s new brand campaign for Heavy Duty Internet service Improved marketing-stimulated call volumes from 290K calls a month to over 470K calls a

month during a three month period – 148% of company goals Saved Qwest $1.7 million by consolidating marketing agencies Applied a new marketing mix model to Qwest media planning strategy resulting in an increase

of organic acquisition call volume from 79% of plan to 101% of plan

SAGE SOFTWARE - Irvine, CA 2006 - 2009

VP, Marketing – Mid-Market - Enterprise Resource Planning Software, 2009

Drove lead generation and customer marketing programs for Sage’s leading software products.Directed a staff of 13, multiple agencies and an $8 million marketing budget. Lowered campaign cost-per-qualified-lead and cost-per-sale rates by shifting more activity to

web, social media, events, PR and channel marketing.

VP, Channel Marketing, 2006 – 2008


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TOM HUME page 2 Developed programs to help 3,000 Sage Business Solution Partners increase their sales. LedChannel Marketing programs for 8 business units and managed a $4 million Co-op MarketingProgram. Established industry-recognized Preferred Vendor Program providing marketing services to

Sage Business Partners. Increased partner satisfaction and loyalty 18% by improving Sage Partner Programs. Redesigned the Sage Partner Marketing Resource Center (website) providing twice the

resources and easier navigation. Achieved the top rankings for the VAR Business Annual Report Card and the CRN Channel

Champion Award; beating out Microsoft and Oracle for the partner program categories ofLoyalty, Support and Partnership.

APPLIED MICRO (AMCC) and JNI – San Diego, CA (AMCC acquired JNI in Fall 2003) 2003 – 2005Director of Marketing and Corporate CommunicationsOversaw all of AMCC’s marketing and corporate communications. Reported to the CEO.

Repositioned the struggling JNI brand by effectively communicating the company's businessstrategy and executing a new brand campaign. This helped position the company forpurchase by AMCC.

Overhauled AMCC’s website to provide greater functionality and ease-of-use for customers. Successfully planned and executed smooth marketing department transitions of acquired

companies (IBM-PRS, 3ware, IBM-PowerPC) under the AMCC umbrella brand. Established a new international brand positioning for AMCC highlighting “AMCC’s Experts”.

GATEWAY – Poway, CA 1999-2003 Director of Marketing Communications and Brand Strategy, 2001-2003 Managed a staff of 15 including an in-house creative team, 2 outside ad agencies and a $220million advertising/media budget. Increased Gateway’s brand consideration and captured 21% of the plasma TV market by

transitioning Gateway’s corporate brand identity in the Fall of 2002. Launched the“Gateway…A better way” campaign; moving the company from simply “a computer maker” toa “digital lifestyle” company selling plasma TVs, digital cameras and digital music solutions.Received Gateway’s highest recognition award for this project.

Spearheaded the Gateway Store merchandising shift from “showroom” style stores to “retaildigital lifestyle” stores, creating a highly interactive customer experience.

Improved unaided brand awareness 12% with the Ted and Cow consumer ad campaign.

Achieved Gateway’s highest brand awareness and consideration scores. Lowered production and agency fees 22% year-over-year. Conducted media and creative

agency reviews including final contract negotiations. Smoothly managed agency transitions.Director of Marketing Communications – Gateway Business, 1999-2001 Managed a staff of 14, an outside ad agency and a $76 million advertising/media budget. Increased the business target unaided awareness 11% for Gateway Business and Gateway

Stores by developing the Gateway@work business brand campaign. The campaign receiveda Silver Effie award from the American Marketing Association.

SPRINT – Dallas, TX 1995-1999Director – Marketing Communications – Sprint Business, 1998-1999 Oversaw a $108 million ad/promo budget and supervised a staff of 35. Launched Sprint’s Point of Contact campaign; Sprint’s first effort to establish a corporate

umbrella brand focusing on the benefits of Sprint’s services vs. the price.Director – Portfolio Marketing – Sprint Business Marketing, 1997-1998

Developed marketing programs for Data Network Services. Developed legacy-productmigration plans to minimize customer churn and establish new product lifecycles.

Group Manager – Sprint Small Business Marketing Communications, 1995-1997 Led Sprint’s Fridays Free Small Business campaign, the most successful Sprint Business

campaign ever launched – broke all previous sales records, attained Sprint’ s lowest cost-per-call and cost-per-sale average. Received a Silver Effie Award for the campaign.

GTE – Dallas, TX 1989 -1995 Staff Specialist Product Promotions, Dallas, TX, 1991-1995 Developed marketing strategies, positioning, branding, promotional offers, and programming

recommendations for GTE’s launch of residential cable television.


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TOM HUME page 3

Spearheaded the production of a highly revenue-generating 30-minute infomercial, makingGTE the first phone company to explore long-form commercials.

Managed ad campaigns, sports marketing events, Hispanic and Asian market events.Marketing Associate Development Program, Stamford, CT, 1989-1991

One of eighteen chosen candidates out of 1100 MBA applicants selected to participate in an18-month management development program.

EDUCATION

UNIVERSITY OF SOUTHERN CALIFORNIA, The Annenberg School for Communications Master of Arts, Communication Management; Awarded Academic Scholarship, 1988

UNIVERSITY OF WISCONSIN – MADISONBachelor of Science; Double Major: Journalism – Advertising and Communications -

Radio/TV/Film, 1985

vp marketing communications in san diego ca resume tom hume

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