Alan R.

Experience

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  MRM

  SVP, Global Communications Planning Lead l More effective marketing

  Sep 2022 - Mar 2024

  MRM is a modern relationship marketing agency that builds enduring brand relationships, specializing in CRM & Loyalty, Customer Experience, Commerce, and MarTech, supported by Data & Analytics.

  • •Revenue Growth: Achieved a 22% increase in revenue ($20 million) for MRM and McCann Worldgroup by winning significant new business pitches, including accounts like Talking Rain, Qualcomm Snapdragon, and Edelman Financial Engines.
  • •Agile Leadership: Drove brand growth across 5 client teams with 21 annual initiatives and 12 new business pitches, facilitating cross-agency collaboration and overseeing global office operations.
  • •Growth Initiatives: Led the revamp of go-to-market strategies for Sparkling Ice, resulting in creative product integrations and digital campaigns that increased US household purchases by 14%.
  • •Consumer Expert: Conducted comprehensive global and US-focused research studies for major brands including McDonald’s and FedEx, significantly boosting sales through unaided awareness by +25% and lead generation by +400%.
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  Mindshare

  VP, Managing Partner Communications Planning l Purpose Built Content

  Jan 2020 - Sep 2022

  Mindshare is a global media services company that helps clients achieve sustainable and enduring business growth through data and behavioral science-informed media strategies.

  • Achieved an 80% success rate on new business pitches, significantly contributing to the agency group’s growth.
  • Championed the integration of neuroscience and neuro-musicology in media strategy development, resulting in a 15% increase in organic growth and more innovative ad solutions.
  • Spearheaded the development of tailored communications infrastructures for major brands, leading to an 11% increase in revenue by engaging new consumer segments with relevant content.
  • Formulated investment frameworks focused on underserved demographics, leading to a 20% increase in engagement in these segments and strengthening the brand's reputation for purpose-driven marketing.
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  MediaCom

  VP, Managing Partner Communications Planning l Building Ecosystems of Influence

  Dec 2014 - Sep 2022

  MediaCom, part of the broader EssenceMediacom network, specializes in creating breakthroughs for brands through integrated media solutions, creative futures, frictionless commerce, and analytics and insights.

  • Led MediaCom Montreal's revitalization by mentoring teams and securing major new business wins, notably with BRP and ALDO shoes.
  • Spearheaded award-nominated campaigns for ABInBev, enhancing the brand presence of its Craft and Import beer brands through strategic communications planning.
  • Innovated in strategic branded content and experiential events for key clients including BRP’s Sea-Doo, Ski-Doo, Can-Am, and ALDO shoes, significantly improving consumer perception and fostering growth.
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  OMD USA

  VP, Group Director Communications Planning l Portfolio Management

  May 2014 - Dec 2014

  OMD USA focuses on data-driven marketing initiatives for significant client impact, optimizing customer acquisition, and securing pivotal media placements for brands in high-profile events.

  • Launched a data-driven marketing initiative using a new proprietary system, resulting in a 25% increase in lead generation and a 15% improvement in customer acquisition costs.
  • Directed cross-functional teams to secure over 100 media placements for PepsiCo during the Super Bowl Halftime Show, significantly enhancing brand recognition among consumers.
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  Starcom MediaVest Group

  VP, Group Director Communications Planning l Insights driven creativity

  Jul 2011 - May 2014

  Starcom is a global communications planning and media leader, harnessing the transformative power of data and technology to inspire and move people and business forward.

  • • Piloted an ‘Innovation Day’ initiative, resulting in the adoption of 2 partnerships with venture capital firms to explore MarTech trends within the first meeting.
  • • Achieved two Cannes Lion nominations for campaigns that significantly lifted brand penetration in key retail markets.
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  Starcom MediaVest Group

  VP, Communications Planning l Everything is Media

  Jan 2010 - Sep 2011

  • Collaborated on award-winning campaigns, notably contributing to a Silver Effie for Pepto-Bismol, reinforcing creative excellence and effectiveness in advertising.
  • Pioneered digital strategies that elevated brand awareness by 7% for P&G CPG brands, showcasing an ability to drive significant market impact through strategic planning and innovation.