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Rob Fields-CV_052013

Rob Fields-CV_052013

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Published by Rob Fields

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Published by: Rob Fields on Jul 31, 2012
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05/22/2013

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Rob Fields
rafields [AT] gmail [DOT] com | @robfields | http://robfields.com
 Award-winning, bottom-line focused marketer, culture-savvy researcher and event producer with a passionfor activating brands through a keen understanding of contemporary culture, social media and contentstrategy, and experience across multiple industries seeks opportunity with forward-thinking company equallyexcited about where marketing is heading.
Key Expertise
Social Media MarketingExperiential Event PlanningGuerilla MarketingMulticultural MarketingBusiness StrategyMarket ResearchContent Development & CurationCommunity Building Alliance & Business DevelopmentFundraising & PartnershipsPR & Media RelationsClient Relationship Management
Marketing Experience 
The Brand Activation Association (formerly the Promotion Marketing Association)
Director of Content April 2013
 –
Present 
New role developed to support the organization’s rebranding and repositioning.
Initial focus on buildingaffinity and awareness to drive new membership leads, data capture, and fresh, shareable content thatpositions BAA as a leader in the evolution of the marketing industry. Leading the association into socialmedia with an aggressive schedule of Google Hangouts, Twitter chats & offline events.
The Promotion Marketing Association, Inc.
Director of Programs & Research July 2005 
 –
March 2013
Responsible for producing online and offline events, products and services. Provide P&L and marketingmanagement, as well as oversight of related sponsorship and research efforts.
 
2012 Digital Shopper Marketing Summit 
: Planned and produced all aspects of popular marketingindustry event, which delivered 34% over-revenue.
 
 Association Research
: Led two game changing shopper-marketing studies that expanded the
category, signaled the start of the organization’s rebranding
, and were published in Brandweek in2008 and 2009.
 
 Annual Conference Resource Book 
: Conceptualized, marketed and managed development of annual conference playbook, which resulted in ad sale-profits.
 
REGGIE Awards:
Managed entry process for 350+entries, 2 rounds of judging and led sales effortsthat exceeded goals by 50% over year prior.
 
 Annual Marketing Conference
: Developed and managed a 3-year partnership with Yahoo! thatyielded $120,000 in revenue.
The Dudley Group, Inc.
January 2004
 –
May 2005
 
Senior Marketing Consultant 
Oversaw a
Promotion Marketing Association/Northwestern University
research study onintegrated marketing ROI. Managed the relationships with sponsors, and oversaw Northwesternresearch associates, third party research vendors, data analysis and development of finaldeliverables.
o
Successfully sold nearly $150,000 in study sponsorships to senior executives at
Visa USA
,
Unilever 
 
HPC
,
Kraft Foods
,
Kimberly-Clark
, and
Loews Cineplex
.
UNIWORLD GROUP, INC. (a WPP affiliate)
New York, NY. July 2002
 –
July 2003
 Account Supervisor 
Sourced, structured and negotiated
Burger King’s
$750,000
 
sponsorship of the 35-city
2003
 
Scream Tour 3
. Managed Burger King’s $500,000 presenting sponsorship of the 25
-city 2003
UniverSoul Circus Tour 
. Oversaw development and implementation of in-store, consumer elements for all programs including POP, discount coupon programs, sweepstakes, web sites andrelated in-market events.
o
13% increase in brand affinity measures among African-American youth target
o
Media for Scream Tour generated over 180 million impressions
RENEGADE MARKETING GROUP, INC. (a Dentsu affiliate)
New York, NY. August 1999
 –
March 2002
 Account Supervisor, Guerrilla Services.
 
Rob Fields Page 2
Agency lead on
IBM developerWorks
(an online resource targeting
software developers
), as wellas ongoing event work for 
Panasonic
. Managed $2 million annual guerrilla marketing budget.
o
 
Oversaw production of 12 events over a two-year period in Silicon Valley, Boston andSeattle that were conceived to integrate IBM into the developer community and improve
software developers’ initial low opinion o
f the IBM brand.
o
 
Senior member of the team whose work resulted in IBM being named one of 
Brandweek 
Magazine’s 2001 “Guerrilla Marketers of the Year.”
 
o
 
Exceeded Web site registration goals by 30%.
 
RONIN MANAGEMENT, INC.
New York, NY. June 1996
 –
July 1999
President.
Spearheaded self-distribution efforts for 
Bridgett M. Davis'
debut feature,
Naked Acts.
Planned andoversaw all marketing, which included grassroots and Internet marketing, targeted publicity, strategicadvertising aimed at
African-American women.
 
Secured corporate sponsorship of the film’s
premiere from
AXA Financial
.
o
Theatrical release of 
Naked Acts 
returned 60% on its initial marketing investment.
Sold sponsorship packages to
Sony
and
Polo Ralph Lauren
for the 1999
Urbanworld FilmFestival
.
KINDRED SPIRITS PRODUCTIONS
. New York, NY. December 1994
 –
June1996
 Associate Producer and Publicist.
 
Planned and executed PR campaign for Bridgett Davis’ independent feature film
Naked Acts 
.
o
PR efforts raised over $150,000 in production financing from private investors.
o
 
Key PR placements in
The New York Times 
,
The Wall Street Journal 
and
ThWashington 
 
Post 
 
BLACK ROCK COALITION
. New York, NY. June 1992 - May 1994
Director of Public Relations
Oversaw all industry and media outreach for this non-profit arts organization dedicated to providingcommunity and support for black rock and alternative musicians.
CAPITOL RECORDS
. New York, NY. May 1994
 –
December 1994
 Associate Director, Publicity & Media Relations.
Culture, Content & Media Development Experience 
New Black Imagination Festival/nbifestival.org
Chief Curator & Producer October 2011
 –
Present 
Conceived and produced this arts & culture festival that celebrated forward-looking, global black culture. Inits first 2011 season, 200 people experienced 14 sessions, 25 speakers and 4 musical performances drawnfrom the arts, culture, media and business.
o
Crowd-sourced festival funding; managed P&L and yielded year-one net profit
Bold As Love Magazine/Boldaslove.us
Publisher & Editor 2007 - Present 
Oversee all aspects of this online magazine dedicated to progressive arts & culture, including music, books,film and theater. The site attracts approximately 5,000 views per month, and was an
Ebonyjet.com 
 
Editor’s
Pick in 2009.
o
Designed, fielded and analyzed a 2010, detailed audience survey that received 300+completes and helped highlight the psychographic nuances of our readers.
Education 
CARNEGIE MELLON UNIVERSITY
, Pittsburgh, PA.B.A. in Professional Writing.
Honors 
2012: Invited to TED2012
Public Speaking 

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