Hi, I'm Scott. That's me with my dog, Baz. He's here for cute points.
As a 20-year practitioner of strategic integrated marketing, I have developed and executed omnichannel marketing programs for some of the world's biggest brands. From integrated digital campaigns for Amazon and Starbucks, to social content programs for Marriott and Toyota, to launching platinum-selling recording artists and blockbuster film franchises, I've guided dozens of global brands through the ever-proliferating landscape of digital, mobile and social channels, balancing creativity with analytic rigor.
Simply put, I'm a business builder who leverages marketing strategy to untie knots, uncover opportunity and unlock growth!
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RESUME
Names, dates, qualifications and other sordid details... It's all here for your perusal.
BIOGRAPHY
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Key Roles
I've founded and built multi-million dollar agencies, led multi-disciplinary practice groups and overseen global marketing teams. In every role, my primary objective has been to create value. It's been a 20-year thrill ride creating value for iconic brands in partnership with brilliant colleagues.
INNOCEAN USA
INNOCEAN USA is an award-winning, full-service creative advertising agency with deep roots in automotive marketing. I lead the digital strategy and analytics teams for both the Hyundai and Genesis accounts. I am the founder of INNOCEAN’s Artificial Intelligence COE Task Force with a mandate to increase the efficacy of the agency’s AI capabilities. I co-lead performance marketing media strategy and analytics across paid social, programmatic, endemic, paid search, and OTT/CTV channels. I chair INNOCEAN’s CX Planning Committee with strategic oversight of multimillion-dollar digital CX and digital transformation initiatives. I am also the strategic lead for Web3 initiatives inclusive of NFTs and the Metaverse.
Pacific Hospitality Group
Pacific Hospitality Group develops, manages and owns a national portfolio of hotels and resorts that generate in excess of $300M in annual revenues. As the CMO, I was responsible for planning, executing and optimizing the marketing strategy across the entire portfolio. During my tenure, I transformed what were mainly traditional marketing programs into highly measurable digital programs which led to a 51% increase in attributable room revenue and 33% decrease in marketing expenditures, resulting in a dramatic increase of return-on-spend from 7:1 to 18:1.
Initiative Media
As the managing director of strategy, I led the development of relevant consumer insights and creative integration of media for Initiative's North America clients including Kia Motors, Best Western, Amazon, Dr. Pepper, MillerCoors and Carl's Jr.. Leading more than 75 strategic professionals across the entire agency, my primary role was to ensure that consumer understanding and engagement strategy was embedded into the communication planning and execution of media programs with annual spends in excess of $2 Billion. As the lead for creative integration and innovation, my objective was to bring Initiative Media and its clients further into the future of media including digital, social, mobile and branded content.
WONGDOODY/Infosys
The WONGDOODY interactive practice group is comprised of creative, production, strategy, content marketing and media planning teams, and provides a wide range of services for clients including Scion, T-Mobile, Alaska Airlines, VIZIO, and Amazon. As the chief digital officer for the agency, I was responsible for leadership of the agency's digital capabilities. I oversaw an operational team of more than 25 designers, developers, strategists and planners, and led the business strategy to drive revenue and growth for the agency.
Pollin8 :: Social Media Marketing
Pollin8 was a boutique social media agency that provided brands including Hershey, SunnyD, Samsung and Redbox, with social media marketing services at Facebook, Instagram, Twitter and YouTube. As the founder and chief strategist, my primary role was any role required to move the business forward. This included acting as the lead strategist, creative director and account lead.
TiVo
I led the global integrated marketing efforts for TiVo. These efforts included marketing and brand advertising – both online and offline – as well as social media and strategic marketing partnerships. Leveraging many of the tools, approaches, and resources within TiVo, my primary objective was to maximize the overall visibility and relevancy of the TiVo brand.
HypeCouncil
HypeCouncil was a digital marketing and publicity agency that I founded in 1998. In the company’s early days, we helped independent recording artists build online fanbases via grassroots digital marketing tactics. Building on these experiences, we ultimately went on to represent major label recording artists such as Jennifer Lopez, Avril Lavigne, Coldplay and others helping them reach superstar status. Capitalizing on our success in music, I built this two-person boutique shop into a multimillion-dollar, award-winning digital media company with a client base of global brands and gaming publishers including EA Games, Activision, Starbucks, Levi's, McDonald's, and Reebok.
Vertical Success
Working in a perpetually nascent media type like digital requires a healthy dose of humility. Applying the strategic tenants of digital marketing across multiple consumer categories has taught me that the only constant of digital marketing success is that it's never constant. And that's why I love it so much!
Travel & Hospitality
Be it heads in beds or butts in seats, hotels and airlines sell some of the most perishable products on the planet. OTA dominance only adds to the marketing challenges. My brand experience in this vertical is deep and includes:
Entertainment & Media
My digital career began with helping recording artists Avril Lavigne, Jennifer Lopez and Coldplay reach superstar status. It expanded to include blockbuster releases with these and more than a dozen other global entertainment brands:
Healthcare
Healthcare marketing is one of the most highly regulated forms of digital communications. Over the course of my career, I've developed campaign-level and always-on digital communication strategies for provider and pharmaceutical brands including:
Food & Beverage
I've developed and overseen large scale social content and omnichannel media campaigns for several national QSR, CPG and spirit companies during my career. Here is just a small sampling of brands I've been lucky to partner with:
Automotive
From 2nd and 3rd tier digital programs to 360-degree campaigns in support of Super Bowl spots, my experience in automotive spans domestic and import brands as well as aftermarket product brands including:
Consumer Technology
Consumer technology brands must constantly innovate in order to retain brand loyalty. The same can be said for their marketing efforts. I've been fortunate to bring innovative campaigns to market these top technology brands:
Channel Experience
The customer journey has gone from linear to highly dynamic, with content flowing at the speed of conversation. My breadth of channel experience has enabled me to develop actionable strategies that have transformed the ways that brands engage with consumers in the connected world.
Media
Web
Search
CRM
Content
Social
Analytics
E-Commerce
Accolades
I've been fortunate to work alongside some amazingly talented people. I've always approached my professional relationships as partnerships in success. Aligning my interests with the interests of my clients and colleagues has served the better good and enabled me to grow personally and professionally.
Scott's combination of sharp intellect and practical thinking is a difference maker. I've known many people who can think at a very high level, but his ability to connect that deep insight to real world solutions and tangible action make Scott unique.
Scott is an extremely gifted marketer - with a methodical, data-driven approach to planning and execution. His digital acumen is at the expert level and he brings this grasp to his efforts to drive acquisition - with a focus on driving long term value.
Scott is a triple threat with a deep understanding of marketing, technology, and operations. His optimism, smarts, enthusiasm, work ethic, and wit are unmatched. And he’s a strong leader who’s able to rally a team around change and growth.
Social media "experts" are a dime a dozen, but it takes more than a book and a blog to earn your stripes as an effective strategist and brand counselor. Scott goes beyond the buzzwords and the banal to craft unique and effective social branding that gets results.
If I could describe Scott with one word it would be visionary. As a man of action, he is brilliant, creative, and methodical. I recommend him for any serious strategical team that wants to do great things. He is a born and demonstrated leader.
I would highly recommend Scott to anyone looking for a multi-talented business leader to deliver both strategic thinking, as well as the brass tacks deliverables. His depth of understanding in the interactive world combined with his business acumen make him an asset.
I have worked with many marketing executives and can say none have ever compared with Scott. He combines his incredible talent for positioning issues and communications skills with an extraordinary sense of strategy and timing.
Scott has a great ability to understand a marketing challenge from all angles and develop a strategic solution with well thought out measurement tools. He turns marketing from an expense to an investment with a predictable and measurable ROI.