Curriculum Vitae
John Haake
Brooklyn, NY 11231
347.645.5452 | john@johnhaake.com | johnhaake.com | @dotjohn
Multi-Channel Marketing Expert
Marketing Strategy | Public Relations | Unified Path to Conversion | E-commerce
Hands-on marketer who cut his teeth in advertising agencies now spends the new millennium crusading for a unified path to conversion. A staunch advocate of the promise of digital with practical experience harnessing imagination and innovation to deliver truly inspiring and effective marketing strategy for a wide array of products, brands and industries. Conspiring to deliver advertising from the traditional.
Core Competencies
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Education
Master of Arts (MA) – Major in Advertising – branding; Master’s Thesis
Syracuse University – Syracuse, NY (2000)
Bachelor of Arts (BA) – Major in Communication – speech
University of Missouri – Kansas City, MO (1989)
Professional Experience
Eyeblaster, Inc. New York 2007-Present
Marketing Director, NA
Global Digital Marketing Platform
Built and managed high-octane, international marketing communications team for global leader in rich media, ad serving and emerging media campaign management. Demonstrated strategic acumen while maintaining hands-on attention to marketing activities, industry events, social networking groups and retained public relations firm.
- Spearheaded repositioning that moved brand metrics from recognized rich media leader to comprehensive marketing platform solution for ad agencies and brands.
- Enhanced the seam between sales and marketing with system of lead generation and tracking that boosted efficiency of sales cycle, contributing to a 50% increase in sales revenue year over year.
- Developed multi-channel metric model that recorded 4x increases in PR placements, non-sponsored speaking opportunities, organic web traffic, and search/display advertising ROI.
- Worked closely with product planners to create innovative marketing packages that supported product lifecycle from R&D to beta to GA release. Averaged 2 major product releases per quarter.
- Managed external creative agency in the development and execution of a global, multi-channel advertising campaigns that included online, search, email, social media and promotional integration.
- Authored and managed budget of $1M+.
- Leverage vast campaign performance database for the creation of original research materials, webinars; and sales tools in the form of whitepapers, case studies, data sheets, presentations and interactive sites.
- Ghostwriter for monthly bylined columns and blogs in leading digital marketing trade publications.
- Reestablished well-known industry awards program, increasing voting participation by 3 fold.
CONVEY MARKETING GROUP New York 2001-2007
Marketing Consultant
Marketing, advertising and communication consultancy
Delivered custom marketing solutions to a diverse range of multi-channel clients, encompassing team development, account management, project management and creative development. Assertively negotiate with manufacturers, vendors and foreign suppliers.
- Guided ANGARA.com a fledgling pure-play internet retailer in the competitive luxury jewelry market. Responsible for defining and implementing traffic building strategies while overseeing the development of online applications and shopping experience on the website.
- Managed marketing department for RichFX, a leading online merchandising technology company. Responsible for strategy and execution of email marketing (open rates averaged near 30%), trade shows, user forums, webinars, website, CRM, SEM and PR. Integral in corporate repositioning.
- Spearheaded the transition of MyPublisher.com, an Apple Computer digital printing OEM, into industry leading online photo printing and sharing brand, managed new product development, CRM, online marketing, database / RFM analysis. Click thru and conversion rates increased 3 fold while sales rose 40%.
- Executed innovative online loyalty and cause-related marketing partnership between the Retail Brand Alliance and the Estée Lauder charity - BCRF. First year fund raising exceeded $1.3M.
- Realized an exceptional success rate creating B2B and Go-to-Market initiatives that penetrated major retailers including Wal-Mart and Target.
- Delivered an award-winning annual report for $11B global manufacturer on time and within budget.
- Crafted integrated marketing, advertising and licensing programs for leading consumer brands including BellSouth, Microsoft, XACT Communications, Haier, Salter and Disney.
FARMLAND INDUSTRIES, INC. Kansas City 1997-2001
Communications Manager
$13B international consumer food, petroleum refining and agrimarketing company
Managed cross-functional project teams delivering first-rate internal and external communications solutions for leading member organization, encompassing team building, strategic and tactical marcom programs.
- Consistently lead projects to successful fruition, delivered on time and within budget, including formulation and production of four award-winning annual reports and investor communications.
- Cultivated and sustained quality relationships with C-level management while professionally managing project teams of 15+ cross-functional professionals and external vendors.
- Pioneered online presence with the production, content and design of award-winning websites.
- Liaised with senior management and congressional lobbyists on successful integrated information campaigns aimed at the passage of pro-agriculture legislation such as “Fast Track,” “NAFTA” and the United States’ participation in the “WTO.“
KUPPER PARKER, INC. Kansas City 1993 – 1997
Account Leader
Advertising, marketing, public relations and graphic design agency
Led account teams in the development of innovative broadcast, print, point-of-purchase, catalogs, corporate/event identity and websites for diverse client base including fashion, retail food, spirits, industrial equipment, healthcare and cable television. Worked on Stetson, Democracy, M.Officer, Current Seen, Wear on Earth, BluBlocker, Popeye’s Chicken, Pinocchio’s Pizza and Jack-Pac brands.
- Conceptualized and executed award-winning national campaigns for Democracy, a high-end sportswear line, amplifying revenues 400%.
- Launched Tencel brand for British manufacturer Courtaulds Fibrés Ltd.
- Masterminded consumer and trade print campaigns, promotions and premiums for Everclear, Purple Passion and Ezra Brooks alcohol brands.
- Produced local/national television spots and licensing programs for a myriad of consumer products.
Awards
American Advertising Federation (AAF): Addy; International Association of Business Communicators (IABC): Gold Quill, Silver Quill, Bronze Quill; Public Relations Society of America (PRSA): Prism
