2/28/13

David FullerDavid Fuller - Digital Marketing Director CV

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David Fuller
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David Fuller Curriculum Vitae

Digital Marketing specialism built on FMCG retail marketing fundamentals.

Summary
Over 15 years of cutting edge, strategic and digital and online marketing experience including Mobile, SEM, SEO, Social, PPC, Display, affiliate marketing, community building, product and UI design, content production and Ecommerce. Strong traditional marketing background including brand strategy and rebranding, marketing plan development and execution plus a product development & innovation skill-set with experience of bringing new products to market. Previous experience working for Unilever and Procter & Gamble in Grocery, Retail, Trade Marketing and Account Management. However just as comfortable in a start-up environment for pure-play companies. International outlook and experience. Have done business in the UK, Europe, USA, Middle East and Asia. Global network of contacts.

Experience
Founder / Senior Marketing Consultant at Pilote Media April 2008 -Present Pilote media is a boutique marketing agency that consults to companies and brands on branding, communication, sponsorship and activation and digital marketing including SEM, SEO, PPC, Social Media Clients include: Abarth UK (Fiat Group), Gala Coral, Linkdex, Marinepool, Terra Three (Adidas), Quiet Riots, IRR Middle East, WMS, Senator Security, Aquitude, Ruby TV, Oman Sail, Extreme Sailing Series. Project Case Study Abarth Cars UK (Fiat) 2011/12
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David FullerDavid Fuller - Digital Marketing Director CV

Performed a full review of online marketing plan and web-presence for Abarth Cars UK including Content Marketing, SEO and social media strategy development. Created 18 month online marketing plan with real-world goal of driving customers into dealerships and arranging test-drives. Implemented Content Marketing and SEO strategy including production of content, management of online assets including microsites, blogger and influencer outreach, social media including brandambassador social presence. Worked with Brand and PR teams to ensure consistency of brand messaging across all content including print. Designed and executed Display, PPC and other online advertising campaigns leveraging web assets. Used Analytics and A-B Testing to optimise results. Press Officer for Trofeo Abarth 500 GB race series. Responsibilities included writing press releases, sponsor communications, media rights negotiation including series TV package, management of press credentials, management of media microsite for distribution of news, photos and video. Project Case Study Gala Coral Online Casino 2012 Owned by a consortium of private equity firms, Gala Coral online casino is in one of the most competitive online markets where every percentage point of performance counts. Consulted to the Brand Manager for Casino on digital strategy with a focus on acquisition and retention of VIP players and creating processes to ensure accountability from multiple external agencies. Undertook review of Affiliate program and identified plan to increase revenue from this channel. Produced web assets including banners, website copy, direct email content and campaign materials for weekly promotions to VIP customers. Based on Analytics and performance reports, optimised campaigns to increase gross win. Interim Marketing Director at Linkdex July 2010 -June 2011 (12 month contract) Linkdex is a venture-capital backed software as a service (SAAS) platform for SEO and SEM used by some of the worlds biggest digital agencies as well as small businesses looking to run SEO in-house. This role gave David a unique insight into the latest SEO techniques and best practise, having worked alongside some of the worlds top SEO experts to distill their knowledge into replicable systems and processes. Responsibilities Created 3 year marketing plan for the Board which included private and institutional investors. Managed the Corporate Identity creation process including briefing designers. Produced Brand Guidelines and brand assets including stationery, office environment, trade show materials and online assets including website and promotional videos.
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David FullerDavid Fuller - Digital Marketing Director CV

Collaborated with Head of Product and CTO to develop product roadmap using customer feedback, competitor and trend analysis. Produced collateral and materials for sales team and affiliates to use online, at trade shows and exhibitions. Included print, video, podcast and webinar content. Integrated CRM and Social Media for Customer Service team. Developed training assets including video, webinars, presentations and e-books. Managed agency and 3rd party relationships including 2 PR agencies in the USA and UK and promotional joint-venture with Alexa.com and affiliate programmes. Designed and Managed display and PPC online advertising campaigns for multiple audiences in multiple markets. Used micro-targeting on social platforms including advertising campaigns on Facebook, YouTube and Linkedin. Managed the Companys social media presence including CEO and Head of Product profiles. Worked with bloggers, brand ambassadors and other content producers to create and distribute content on multiple platforms. Responsible for regular reporting to management team and board using Analytics and other tools. Co-Founder, Director at Lateral Syncing September 2003 -April 2008 (4 years 8 months) Founder and Director of marketing technology company that developed technology and e-commerce solutions, as well as bespoke software and social media solutions including the use of SMS text messaging. As founder, David secured $USD 1 Million investment and sourced the management team before managing the acquisition of a key competitor. Quick Case Study 1: For NASCAR.com (Managed by Turner Broadcasting) David managed the innovation of proprietary marketing software to allow NASCAR fans to keep in touch with drivers, teams and their sponsors. The software was downloaded over 1 million times. David helped secure similar deals with Manchester United FC, Everton FC and MotoGP. This software distributed thousands of pieces of rights-protected content including photographs, video, calendar information, news alerts and brand advertising. Quick Case Study 2: For Texaco, David created and executed one of the first SMS text message marketing campaigns in world motorsport integrating location services and traditional media. David also managed Texacos sponsorship activation at the racetrack, trade press and national retail outlets. Director IF Worldwide Productions Ltd January 2003 -October 2005 (2 years 10 months) Consultant for boutique marketing consultancy / start-up accelerator that developed solutions for tech and travel markets. Innovated several marketing concepts that were spun-off and sold. Clients included BT, City of London, YHA Adventure Shops, Exodus Travel, Snow & Rock, ConsumerDesk,
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David FullerDavid Fuller - Digital Marketing Director CV

Quick Case Study: Re-branding project for Attend, a major UK charity, formally known as The National Association of Hospital and Community Friends. Managed the change process across for an organisation that has existed since the 1800s with buy-in from all stakeholders including patrons and government. Quick Case Study: Co-founder / Chief Marketing Officer at M1NT, the first shareholders bar in the world, based in London and Shanghai. Created the brand and ensured that the brand experience was supported by technologies that gave real return on investment for shareholders as well as delighting customers. Innovated membership technologies and CRM systems utilising email, mobile and social networks. Wireless / Mobile Product Architect at Bolt, Inc March 2000 -June 2001 (1 year 4 months) Before there was Facebook, there was Bolt.com. This early social network had millions of users and backing from AOL & Time Warner. David oversaw the creation and development of mobile applications to meet the requirements of users and clients like Coca Cola, Kodak, Procter & Gamble, Nokia, Ford and MTV. As a result, David has over 12 years of social media marketing experience. (Facebook was only launched in 2004) Quick Case Study: Developed sticky mobile apps for brands to poll teenagers as part of their social networking activity and allow them to develop targeted social campaigns. Created an SMS text message social platform that was supported by advertising with incredible conversion rates as well as WAP tools that integrated with the website. National Account Manager at Unilever April 1997 -April 1999 (2 years 1 month) Responsible for all personal products brands including Dove, Lynx, Sunsilk, Ponds, Impulse, Vaseline and Rexona for the Franklins account nationally. Grew portfolio sales 5% while reducing trade spend by 15%. Demand Planner at Unilever September 1995 -April 1997 (1 years 8 months) Ran the sales forecasting function for all Lever Rexona (personal products and detergents) items across Australia and New Zealand. Implemented new IT systems to increase forecast accuracy and reduce stock throughout the supply chain. Worked with Marketing Managers and Brand Managers to analyse and determine best promotional activity. National Account Executive at Unilever December 1994 -September 1995 (9 months) Provided analysis and insight for GHPL National Account Managers. Advised on category reviews, planagrams and stock-layouts, in-store promotions and trade marketing.

Education
University of Melbourne
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David FullerDavid Fuller - Digital Marketing Director CV

B.Comm, Economics, Accounting, Marketing, Accounting Information Systems, 1992 -1994

Other Interests
David is a respected and influential commentator on yacht racing and sailing. He runs the Yacht Racing Business blog and participates in sailing events around the world. David is also a published travel-writer.

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David FullerDavid Fuller - Digital Marketing Director CV

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