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.
Social Media MarketingExperiential Event PlanningGuerilla MarketingMulticultural MarketingBusiness StrategyMarket ResearchContent Development & CurationCommunity Building Alliance & Business DevelopmentFundraising & PartnershipsPR & Media RelationsClient Relationship Management
The Brand Activation Association (formerly the Promotion Marketing Association)
Director of Content April 2013
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
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.
: 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.
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.
Senior Marketing Consultant
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.
Successfully sold nearly $150,000 in study sponsorships to senior executives at
UNIWORLD GROUP, INC. (a WPP affiliate)
New York, NY. July 2002
Sourced, structured and negotiated
sponsorship of the 35-city
Scream Tour 3
. Managed Burger King’s $500,000 presenting sponsorship of the 25
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.
13% increase in brand affinity measures among African-American youth target
Media for Scream Tour generated over 180 million impressions
RENEGADE MARKETING GROUP, INC. (a Dentsu affiliate)
New York, NY. August 1999
Account Supervisor, Guerrilla Services.