Charles Mayer: Award-Winning Brand Marketer and Optimizer

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Information about Charles Mayer: Award-Winning Brand Marketer and Optimizer

Published on March 20, 2014

Author: charlesdmayer


Charles Mayer | METRIX Brand Consulting Charles mayer Award-Winning Marketing & Communications Executive

Introduction With 15+ years of award- winning corporate and agency strategic brand marketing and communications leadership, I’ve helped build many of the world’s most iconic brands across a variety of verticals that include automotive, aerospace, energy, CPG, FMCG and more. Both creative and pragmatic, I have distinguished myself by my ability to do more with less, driving maximum ROI with modest resources and delivering a powerful and relevant competitive advantage. My capabilities are comprehensive, ranging from brand strategy, marcom and public relations to digital/ social, direct/CRM, market intelligence, product, segmentation, pricing/volume and more. I offer a demonstrated ability to build and optimize brands, and specialize in transforming challenger brands into leaders.

E x p e r i e n c e d 15+ years building many of the world’s most recognized brands

Award-Winning Recognized individually and as a member of high-performing teams

Comprehensive Breadth and depth in all areas of brand marketing and communications

Global Vice President Marketing Hawker Beechcraft Recruited by Goldman Sachs to lead multi-channel marketing turnaround | Built high-performing global team | Repositioned, rebranded and re- launched both brands worldwide | Raised key brand metrics – opinion, consideration and equity | Grew lead acquisition 200%, web traffic 600% and press coverage 150% | Introduced digital/social marketing and CRM | Launched 6 new products | Introduced new segmentation and sales strategies | Contributed to $2B increase in orders | American Marketing Association Aviation Marketer of the Year transformative

Director of Marketing Ferrari and Maserati Brands Recruited to lead the brand/retail re-launch of Maserati in NA | Created and launched brand architecture | Developed retail marketing initiatives that directly contributed 40% of CY2007 volume | Generated 10,000 test drives among HNWIs with home values in excess of $1mm via innovative digital initiatives | Contributed to capturing segment share leadership from larger rivals BMW and M- B | Formed strategic brand partnerships adding $10mm+ in revenue and media exposure | Initiated new segmentation, pricing and sales strategies game changer

Saab AB Global Manager Integrated & Digital Marketing Led development of Saab’s global website, the industry’s first global web platform | Created global customer and prospect database management system | Increased owner retention 84%, generating incremental $18mm revenue | Introduced competitive customer conquest programs that produced incremental $15mm revenue | Promoted to global marketing leadership team | Led US product management for Saab 9-3/900/Viggen model lines Digitally savvy

Warwick, Baker & Fiore! Key Positions at Leading Agencies on Blue-Chip Accounts SVP Group Account Director at D’Arcy; leadership role on acclaimed rebranding and re-launch of Cadillac | Led agency account teams to increased performance scores and compensation | Account Executive at Angotti Thomas Hedge on Effie-winning Saab account | Account Executive at Warwick Baker & Fiore on CPG, FMCG and Effie-winning ECEC accounts | Account Executive at Ayer on Cannes award-winning AT&T account; Burger King, AT&T and TV Guide accounts | Hired by clients and recruited by former agency employers. GMO AngottiThomas Hedge Effective ayer

Bold & Opportunistic HBC Marketing turned the media firestorm over Detroit CEOs [who flew large luxury jets to request bailouts from Congress] into a platform to promote the more efficient Beechcraft King Air and advocate for the business aviation industry. The result? The campaign captured the imagination of the press, generated 25+ major media interviews, coverage by 200+ major media outlets worldwide, more than $5mm+ ad equivalent media exposure and 100 qualified sales leads with a sales potential of $700mm.. Purchase Consideration +30% Qualified Sales Leads +100 Sales Potential $700mm > >

Hawker 900XP Marketing Initiative Reaching Multiple Communications ChannelsIntegrated

Global VP Marketing Hawker Beechcraft International Assignment Saab AB, Sweden Global in PerspectiveG l o b a l / I n t e r n a t i o n a l / R e g i o n a l / R e t a i l Import Brands From Sweden, Italy, UK, Korea and Switzerland

Talented. “Charles is the best I’ve seen at fusing an accurate picture of the market with the detailed advantages of the product he sells.   That’s a rare talent, and it’s why he has been so successful at building market share.” D a v e K r y s i e k President Brandware VP Marketing Saab

Endorsed.   “Your results are far ahead of what we could have expected. It’s fun to see this kind of success. You turned a moribund team into a high-performing organization.” G e r r y S c h w a r t z Chairman and CEO O n e x P a r t n e r s 5 0 % O w n e r Hawker Beechcraft

Trusted. “Charles knows how to build brands and deliver results on the showroom floor. He earned the respect and trust of the sales organization and dealer network.” Mike Libbey V P S a l e s M a s e r a t i

Valued.  “Charles’ proven leadership skills and business processes have been a great value.” George Nguyen COO Bloom Energy

Adaptable.  “Charles immediately proved himself capable of understanding and integrating into a complex and in-flux organization.” S u e C a l l a w a y General Manager Jaguar Cars, NA

Recommended. “Charles is a luxury marketing and sales expert who knows how to get things done and generate results.” J i m S e l w a CEO and COO M a s e r a t i N A

Led marketing transformation for Hawker Beechcraft, the world’s second- largest business aviation brand worldwide; named Aviation Marketer of the Year by the American Marketing Association. Led brand marketing launch for Maserati in North America; captured segment share leadership over larger rivals BMW and Mercedes-Benz. Played leadership role in acclaimed reinvention of the Cadillac brand and V- Series performance brand as SVP D’Arcy Advertising. Led rebranding effort for Jaguar, launched new XJ and S-Type models, managed all agency relationships and a $150mm budget. Held senior-level marketing strategy, communications and product positions for Saab in the US and led global integrated marketing. Leadership roles with blue-chip marketing communications agencies, including D’Arcy, GMO, Angotti, Warwick and Ayer. Career Highlights

Consulting  Highlights Adviser  to  green  energy  innovator  Bloom  Energy  on  market  development,   business  development  and  opera8ons.   Leadership  role  with  Omnicom  on  automo8ve  new  business.     Adviser  to  Fitness  Together  and  Elements  brands  on  digital/social   marke8ng,  marke8ng  communica8on  and  customer  acquisi8on.     Adviser  to  Pilatus  Business  AircraD,  revamped  marke8ng  strategy  and   campaigns,  introduced  digital/social  media  strategies,  and  launched  industry-­‐ first  iPad  delivery  program.   Adviser  to  Brandware  Group    on  Porsche,  Overhead  Door.     Adviser  to  Lexus  of  Watertown  on  sales  and  lead  genera8on. 316.214.0041 B o s t o n , M A | A ik e n , SC

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