DavidGair.com

Seasoned marketing leader, having built high performing marketing teams in Canada and Europe, with a focus on measurable results-driven marketing to Consumer and Small/Medium business segments. Highly skilled in marketing strategy, media, creative, dbase marketing & direct mail, competitive & market research, pricing models, global brand management and digital marketing (incl. SEO, SEM, SMM). Key strengths also include strong finance and business acumen, team building, drive for results, customer advocacy and creative problem solving. All combined with a proven track record of seeking out and launching new leading edge initiatives while continually refining the core business.

Dell Western Europe (EMEA) 2006-2008

Acting Director, Small Business Marketing 2007 - 2008

I Led a team of 40 people across Europe, managing all marketing communications for <100 employee companies with annual media/DM spend in excess of US$100 million. Responsible for all lead generation (direct customer calls & web traffic) as well as customer retention and development.

· Diversified EMEA media approach and overall contact strategy to increase reach by almost 50%

· Drove a 25% reduction in Net marcom spend ($10m+ savings), while driving growth and market share for 1^sttime in 2 years by increasing partnership funding, reducing inefficient DM and expanding Online Demand Generation

· Significantly improved new customer acquisition through 50%+ growth in Web traffic to Dell’s small business site

· EMEA leader on transition to Globalized SMB marketing: essentially shifting to a consistent Dell Brand/Creative worldwide, leveraging global assets and processes while ensuring some regionalization for relevance and impact

· Launched a marcom reinvention initiative, leading to revised DM contact strategy by reducing cost per contact and customer acquisition in low end Soho market and enabling investment into events targeting larger companies

· Led a global marcom initiative to reinvent the small business catalogue, to stronger content and online version

· Managed key external partnerships (Intel, Microsoft) while launching new initiatives with Vodafone and Google.

Accountable for all Web traffic to Dell’s Consumer and Small Business websites across Western Europe, with responsibility for the online agencies, including Email & Affiliate partners.

· Drove 50%+ site visit growth in both consumer and small business through Online Demand Generation initiatives

· Led the RFP and transition of our Email and Online Creative agencies, with significant upgrade in capabilities and innovation; Banners saw 30% click improvement while also leveraging WW assets for cost savings

· Launched several critical initiatives for search engine optimization, behavioral targeting, and partner funded banner campaigns – which allowed us to increase investment 2x in Online Demand Gen at only 60% cost increase

· Ramped Affiliate program significantly, first in overall volume at 3x in 2 years, and then 4x in profitability by working with them as virtual sales force, vs. deal/promo sites

· Supported a Consumer Online initiative from a demand generation perspective, increasing our business in some countries to almost 100% online, enabling cost savings through closure of our Consumer sales queues

· Led the integration between online demand gen and site experience to minimize site leakage and higher conversion

Dell Canada, Toronto 1998 – 2006

Leading the HSB Canada marketing communications team of 28 people, I was responsible for research, planning, strategy, brand perception, demand generation, product management, pricing strategy, and ultimately driving market share while improving profitability.

· Pitched (won) for Dell Canada to be named as one of Dell’s 5 Key Strategic Countries WW in 2004

· Achieved and then held #1 share in small business (2-99) per IDC for 2 years (2-3x market growth)

· Achieved #1 in Consumer (unit share IDC), doubling our market share within 4 years

· Ensured a highly motivated team through leadership and team building, with zero turnover, through an initiative to improve the marketing culture, provide inspirational goals and launching a Coaching program for Dell

Canada

· Managed a rapidly growing marketing budget, while reducing the Net Marcom spend via ROI analysis

· Led an Online/Offline integration effort for Dell Canada and 5 separate agencies with strong results

· Launched several key new strategic partnerships: AOL, Telus, Bell Canada and Royal Bank of Canada

Led the Product and Pricing teams of 12 people, as well as managing New Business Development

· Successfully launched Dellhost, put Dell on The Shopping Channel and launched the Dell Direct Store, creating significant Revenue streams and massive increase in exposure for Dell products (previously a barrier to purchase given the direct model) and ultimately these initiatives became a pilot for the eventual launch into Retail

· Leveraged key U.S. promotional strategies in Canada, and developed WW benchmarking, later adapted worldwide

· Drove negotiations for a bounty structure with AOL Canada which turned a costly demand generation initiative into a significant profit pool for internet services.

Head of Finance for Home and Small Business

· Worked with Sales and Marketing leaders, experienced profitable growth at 3x market over the 2 years. Managed the Finance team, with responsibility for forecasting, variance analysis, recovery plans, and competitive reviews.

· Developed quarterly and annual strategic plans, demand generation predictive models, sales quotas, Quarter end and monthly close, A/R and corporate reporting

· Launched Ship to Target tracking to determine and fix shipping delays driven by different pay products, to ensure a better customer experience, ultimately reducing shipping delays by 5 days down to 3

· Supported the GM for all business reviews, working with them to develop their presentations