Innovative Marketing & Advertising Executive
02.536.C.11
An innovative marketing and advertising professional who has managed world-class company advertising and generated strategic marketing research studies using state-of-the-art Internet techniques and social networking that have influenced combined advertising budgets of up to $20 billion annually.
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Increased traffic by 500% to 20 million visitors within one year with only one-third of the budget for a startup shopping site.
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An inspirational leader of advertising agencies who created industry-altering advertising for Apple, Nike, Porsche and other Fortune 1000 companies, representing more than $800 million in advertising.
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Increased automotive consulting and research revenues by 87%, a new record in profitability.
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Created a unique tracking study of an online new vehicle purchaser behavior for automobile marketing, which was one of the top five research studies sold by a $70 million market research company.
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Built executive-level relationships with all 16 automobile companies as well as 140 online and offline publishers in the sale of strategic purchasing behavior studies of automobile buyers.
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Created an automotive manufacturers’ B2B social marketing program that grew to 1,600 regular Twitter followers in less than one year.
Expertise includes outstanding skills in marketing, research, sales, communications, advertising and business development, with special know-how in the use of the Internet and social and professional networking tools.
PROFESSIONAL EXPERIENCE
McGraw-Hill, Inc., J. D. Power & Associates, Westlake Village, California 2005-2011
Vice President, Marketing/Media Solutions
Managed the automotive marketing and media research practice of the premier market research division of a $6 billion information, media, financial services and publishing company. Programs consisted of consumer automotive buying behavior, media consumption patterns and improving website effectiveness with each domestic and foreign automotive manufacturer, and leading online and offline publishers. Represented the company on automotive marketing research and advertising.
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Grew automotive practice revenues by 87%.
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Established executive-level relationships with all automotive manufacturers as well as online and offline publishers.
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Marketed, produced and presented the J.D. Power Automotive Internet Roundtable, which, in its sixth year, had an attendance of 1,050, consisting of leading marketers, advertising agencies, publishers and service providers. Several presentation videos can be found on YouTube.com by searching “Gene Cameron”.
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Led the automotive marketing and media practice with design, execution, and marketing of 40 industry studies and consultations on marketing issues, media effectiveness and website improvement.
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Developed a B2B social marketing program, utilizing a blog, OnlineAutomotiveReview.com and Twitter.
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Presented at 17 conferences for AutoTrader.com, Cars.com, Dealer.com, Media Financial Management Association, and Fox News with combined attendance of up to 1,145, consisting of automobile marketers, sales forces and CFOs. Subjects included “How do customers purchase cars”, “Automotive marketing trends”, and “The future of automotive advertising spending.”
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Developed and introduced unique Auto Buyer Clickstream Tools that generated $1.8 million in sales in just nine months, pioneering the analysis of online behavior of new vehicle buyers.
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Converted a costly annual marketing review for clients using a webcast in lieu of a four-city live presentation, saving $200,000 in annual costs while increasing the number of participants by 46%.
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Developed a unique application of psychographics in collaboration with Media Mark Research Inc., which provided automotive manufacturers with added customer analytics.
iHomeowners, Inc., Calabasas, California 2004-2005
Vice President, Marketing
Directed lead production for a privately-held, Internet mortgage lead generating company. Managed two websites, loanweb.com and 4insurance.com, as well as 250 affiliates with a $9 million budget. Created copy, designed web pages and increased lead generation by 15% without any increases in cost per lead. Recruited and trained online marketing staff and a research director.
Baja Fresh Mexican Grill, Thousand Oaks, California 2002-2004
Vice President, Marketing
Directed advertising, local store marketing, entertainment promotions and customer relationship management for a 260-unit, Quick Casual, privately held restaurant chain with operations in 12 states and $390 million in sales.
- Increased sales by 140% over two years with average store sales of $1.5 million. The company became the second fastest growing restaurant chain in the nation in 2004.
Scripps Networks Interactive, Inc., BizRate.com (Shopzilla.com), Los Angeles, California 1999-2002
Vice President, Marketing and Sales
Directed programs that substantially increased traffic and revenue for an online comparison shopping site.
- Grew revenue through search engine marketing, optimization, online advertising and affiliate programs, moving the site up from 240th to the 36th most popular site. Achieved traffic targets within one-third of the original budget.
Mendelsohn Zien, LLC, Los Angeles, California 1997-1999
Group Account Director
Took over management of the Carl’s Jr. account for a $24 million advertising agency. Developed programs that continued growth of the country’s most successful campaign in quick service restaurant marketing.
- Obtained the third largest Internet service provider, EarthLink, and a startup energy service provider, New Energy Ventures, as accounts, and initiated branding programs for each.
Fotouhi Alonso Cameron Advertising, Los Angeles, California 1996-1997
President
Recruited to develop a new marketing strategy for a privately-held advertising agency with prestigious accounts. Re-positioned Fox cable network (FX), advertising programs, increasing audience ratings by 20%.
Ogilvy & Mather, Inc., Los Angeles, California 1994-1995
Senior Vice President, Account Director
Obtained new accounts for the Los Angeles office of a multi-national advertising agency with $810 million in revenue.
- Acquired the advertising business for FHP Healthcare, a $1.6 billion managed care provider with hospitals in 14 states.
Los Angeles Rams, National Football League (NFL), Los Angeles, California 1992-1993
Vice President, Marketing and Sales
Enhanced the team’s multiple revenue streams, including media licenses, sponsorships and ticket sales, with five marketing and sales staff.
- Created a marketing plan and budget that addressed customers, resource allocations and marketing initiatives. Identified new revenue streams, including ticketing, sponsorships and luxury suites marketing.
Omnicom, BBDO Worldwide, BBDO/West, Los Angeles, California 1988-1992
President, CEO
Managed the West Coast operations of a $2 billion global advertising agency with regional offices in Los Angeles and San Francisco as well as a staff of 180.
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Increased revenues by 60%, resulting in a turnaround to profitability. Major clients included Apple Computer, Blue Cross of California (WellPoint), Glendale Federal Bank, Pacific Bell Information Services Group, E! Entertainment and Sizzler Restaurants.
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Created marketing campaigns for Apple, which achieved brand awareness twice as great as IBM’s, with a budget half the size.
PRIOR EXPERIENCE
As Executive Vice President for a major advertising agency, contributed to the growth of the agency from $20 million to $700 million by winning the Apple Computer, Nike, Porsche, Nissan, Pizza Hut and Fox Broadcasting accounts. As Account Supervisor in another major agency, managed the communications strategy for Shell Chemical Consumer Products, Mattel Inc. and Del Monte.
EDUCATION
University of Pennsylvania, The Wharton School, Philadelphia, Pennsylvania
Master of Business Administration, Marketing
Princeton University, Princeton, New Jersey
Bachelor of Arts, Politics
