7 Ridgeview Drive - Ossining, NY 10562
kennethgodfrey@verizon.net - 914.715.6715
A battle-tested digital marketing innovator who specializes in building trust and inspiring teams. A stellar record of creating and executing digital strategies and campaigns that deliver excellent business results. A deep and clearly demonstrated understanding of the latest strategy, marketing, user experience, content and analytics practices. All forged over 15 years of progressively more influential roles at IBM and Philips as well as 10 years in advertising.
President, Principal Consultant
1996 to Present
Starting as a small
advertising agency in 1996, creating ads for some prestigious clients as
an overflow agency of Bozell and a contractor of K&B and other
shops, CopyLounge now helps businesses evaluate and advance their digital practice with
digital maturity assessments, acceleration and change management plans, digital
marketing, transformation and content strategies, as well as program management for
plan execution.
CitiBank Visa, Neuberger & Berman,
Illinois Power & Light, New York City Off Track Betting, Merrill
Lynch, Datamorphosis, Electronic Systems USA, MultiMedia Plus, Naples
Zoo, Boston Healthcare firm.
Head of Digital
2014 to 2017
Worldwide Program Director, Search and Content Transformation
2012 to 2013
Planned
and managed 2 IBM-wide programs to create end-to-end digital enterprise
marketing services:
1. Search and content strategy
consulting based on keyword research, to decrease internal
competition for organic and paid keywords and increase content
relevance
2. Content automation to improve reuse and
consistency of sales and marketing content.
• Led Agile
Product Development Team, meeting demand gen goals for IBM Smarter
Computing.
1. Increased site traffic and engagement
by 30% over 6 months through SEO and Social linking.
•
Participated in the strategy, management and business development of IBM
Design Lab.
Manager, Worldwide Strategic Digital Marketing Practices
2009 to 2012
Business
Analyst role, supervising and integrating 6 discrete digital marketing
practice teams:
Search.....Social.....eNurture .....Webcasts
and Virtual Events.....Live Chat.....Mobile
Managed $8M budget
and an organization of more than 25 people in North America and
India.
• Trained and mentored 500+ marketing leaders around
the world in digital marketing best practices.
• Successfully
project managed the rebranding of IBM Software in the digital space
(matrix org of over 60 people), resulting in IBM reclassification as a
software company and drastic upward revaluation of stock.
•
Created first real-time social media listening capability, the Social
Intelligence Office, in India, delivering a stream of insight used to
create content, engage influencers and increase advocacy, traffic and
registrations.
Manager, Digital Marketing and Communications
2007 to 2009
Business Analyst role, supervising staff of 13
professionals, 2 discrete functional teams. Managed $3M
budget.
Responsible for all Tivoli marketing websites as well
as awareness and demand generation targets.
• Exceeded and
grew goals 3 years running through user-centered redesigns, SEO and
Content Syndication.
• Created and hired first Social Media
Program Manager role, increasing traffic and engagement to web sites by
30% via Social linking.
• Reviewed and approved executive
presentations as well as all internal and external executive
communications.
• Expanded reach of System Z publications by
15% via Editorial Board and syndication.
• Produced
'Tivoli: The Movie', Used as opening of Tivoli Worldwide
conference general session.
• Managed Tivoli summer internship
program which yielded valuable intelligence on which offers converted
most effectively.
• Produced Service Management Simulator
game, to clarify the value of Service Management prac- tices to the
non-technical executive.
• Project-managed creation and launch
of Service Management Resource Center, 3rd party
web-relationship-management engine. Made tracking, scoring and
personalization a reality.
1. 30% increase in
conversion.
Worldwide Digital Marketing Strategist
2005 to 2007
• 2006
Marketing Professional of the Year for Innovation.
• SWG Team
Innovation Award November 2006.
• The President's
Volunteer Service Award 2005 and 2006.
• Analyzed, rebooted
and project-managed content strategy, drive-to-web and other interactive
marketing initiatives for IBM's fast-growing Tivoli Software brand,
including:
1. Creation and redesign of the IBM Service
Management, cross-brand Web presence.
2. Created, launched,
managed and promoted robust syndication program, anchored by Tivoli Beat
weekly feature articles (now offered to over 500K business leaders
monthly).
3. Launched syndication of comprehensive product
content to 50 key Business Partners. Increased sales through these
partners by 20%
4. Secured funding and project-managed pilot
LivePerson web chat ($500K in lead revenue first month in
operation).
5. 33% opt in rate. Drove $53M in web
leads.
6. 20% YTY increase in web traffic, 2 years in a
row.
Worldwide System P Digital Marketing Strategist
2004 to 2005
Designed, implemented and project-managed all
aspects of interactive marketing for what was, at the time, IBM's
must-win initiative, including:
• A robust, SEO-based web
content refresh for one of IBM's key brands of server
hardware.
• Complete functional overhaul of System P web
architecture.
• 40-country launch of the new OpenPower product
site.
• Unique, integrated drive-to-web across all sites via
IBM Worldwide Editorial Board.
1. Increased traffic by 26%,
time on site by 25%, registration rate from 2-15%
2.
Contributed to taking lead in the UNIX server market (from SUN) for
first time ever.
Worldwide Digital Marketing Strategist
2001 to 2004
Managed
virtual team of IBMers, contractors and agencies who ran and contributed
content to IBM's Linux portals, newsletters and drive-to-web
programs.
• Architect of internal and external Linux web
portals, (launched within 3 months). Establishing IBM's first
foothold as a key supporter of Linux.
• Negotiated first
Google keyword buy in IBM, driving 250K incremental visits over 3 month
period
• Drove creation of first Linux web hosting
infrastructure in IBM, increasing IBM's credibility with key
developer audience.
• Publisher of internal and external Linux
newsletters which now reach over 70K external and over 10K internal
subscribers monthly.
• Project-managed design and deployment
of the first Linux Content Management System, allowing 3 people to run
the site and over 100 to contribute to it.
Worldwide Content Strategist
1999 to 2001
Designed
and implemented the 'voice of IBM' on the web, unifying
IBM's content for the first time.
• Built and led a
community of more than 100 web content creators to gain buy-in for
initiative.
• Authored and deployed web writing standards and
copy-design templates across the company.
• Championed
user-centered design for ibm.com and led 2 redesign efforts, increasing
engagement.
• Created and taught internal web writing
workshops across the US and in Europe. 100's of IBMers learned how
to write effectively for the Web.
• Developed and edited
Content Communique newsletter to keep the content community engaged and
united.
• Consulted on writing and user experience issues for
IBM web projects. Improving 70+ IBM Web sites.
• ibm.com Home
Page editorial lead, transforming IBM's thought
leadership.
Adjunct Professor
1995 to 2001
Style for
the Professional Writer, Advertising as a Second Language, Desktop
Publishing with QuarkX-Press, Website Development,
Photoshop.
ADVERTISING EXPERIENCE
Online
Portfolio http://www.copylounge.com
Senior Writer / Creative Director
1997 to 1999
Dell Computer, AT&T, Intel, Autobytel,
Whitehall Robins, P&G, Hasbro.
• 1998 Winner: Cannes Lion,
CASIE and One Show Interactive Bronze for Dell
Online.
Partner, Associate Creative Director
1993 to 1997
Toshiba America, Panasonic, McKinsey, GenRad, IPC, IBM, Internet Phone, Digex Business Internet, COM.sortium, AT&T, Siemens, PhRMA, Toshiba, Indonesia, Bozell, Milk, American Express Travel, General Instrument, Pfizer, AI Credit, Toshiba, World Yacht, Circle Line, Osram Sylvania, AIG Life, Fordham University, Ridgewood Savings Bank, The White House, Netscape.
Junior Copywriter
1991 to 1993
Chrysler, Valvoline, Speedy Muffler King.
Advertising
BA in English
Digital Marketing (Search, Social, eMail, Mobile, more), Content Strategy, Enterprise Transformation, People Management, Writing, Creative Direction, Agile Development, Advertising