MARKETING, COMMUNICATIONS AND BRANDING PROFESSIONAL
3621 W. Jordon Ln., Anthem, AZ 85086
Office: (623) 271- 9794 ? Home: (623) 455 – 3225 ? Email: dflynn@thesonargroup.com
Cell: (623) 208 – 9430
QUALIFICATIONS
- Business-focused marketing and brand professional with a demonstrated history of performance, leadership and innovation.
- Over 20 years of executive leadership defining strategies, marketing, branding and communications for business and investment success.
- Founded two companies focused on strategic marketing, brand identity, and communications – developed SLF Communications to maturity, sold the business, and launched The Sonar Group, an advisory firm and member of an informal “virtual” international network, The Promar Executive Consortium
- Consulted with prestigious technology (hardware, wireless, software) and consumer products companies, managed the creative needs of Chevron, the Del Monte beverage business, and served as brand manager for Beefeater Gin, Louis Jadot Wines, and Sizzlean Breakfast Strips
- Consistently recognized for executive leadership, entrepreneurial spirit, and grace in all areas of communications for business success
PROFESSIONAL EXPERIENCE
CheckPoint HR, Edison, N.J. and Anthem, AZ 2/09 – Current
CMO, Contractual Position
- Conducted Voice of the Customer (VOC) research internally and externally as platform for rebranding.
- Implemented a new brand architecture, value proposition, vision and mission for the company. Oversaw the successful
internal and external launch of the “new” brand positioning. - Initiated an SEM strategy and brought in resources to help execute against this strategy. Successfully increased web lead generation thru PPC and SEO activities.
- Initiated the inclusion of an e-marketing platform (Eloqua) integrating with Salesforce.com to facilitate lead profiling and sales follow-through for more effective lead generation and closing rates.
- Developed, planned and implemented an NPS study for the brand.
- Implemented an initial competitive analysis for the brand.
- Key member of leadership team.
Deluxe Corporation, Minneapolis MN & Anthem, AZ 8/07 – 1/09
V.P., Marketing Services
- Managed a staff of 90 people in Direct Marketing, Online Marketing (SEM/SEO, Email, and Affilitate Marketing), and
Market Research across several geographic locations (Minneapolis, MN; Boston, Mass.; Thorofare, New Jersey). - Developed, planned and implemented a successful in-market test of an expanded, web-based service portfolio strategy
targeting small business customers. The results of this pilot became the strategic platform for the organization for the
next 3 year period, as well as defining M&A activity for the organization. - Developed, planned and implemented an in-market, multi-media test to determine if alternative media strategies could
accelerate awareness and trial for the organization. These campaigns included traditional media (radio, guerrilla, print,
OOH) as well as web, email, and SEM activities. - Implemented a new branding strategy and platform for the organization to showcase the “new” Deluxe and
helped create a brand standards manual for the organization. - Re-organized the marketing services team to an outsourcing model to reduce staff and improve overall quality of work and
talent.
The Sonar Group, Anthem AZ 1/00 – Present
Founder / Brand Identity and Communications Consultant
- Founded the Sonar Group, an advisory firm specializing in strategic marketing, branding and communications.
- Worked with client companies including Microsoft, Toshiba, IBM, Gateway Computer, Ericsson Wireless, Intel, Netscape, U.S. Robotics, MYOB Accounting Software, Clark American, NEBs Business Systems, Deluxe and various startups and emerging growth companies.
- Developed relationships with venture capital firms operating in the U.S. and Europe (Sjunnesson & Krook of Sweden, Aurora Funds/U.S., and River Cities Capital funds/U.S.) – helped these firms to architect successful business models and portfolio investments to determine continuation or alternative investment strategies.
- Served as advisor for the IBM Mobile Computing Conference and participated with McKinsey & Company to evaluate startup opportunities for investors and businesses within the mobile computing space.
- Worked with Steelcase, Lotus Institute, Anderson Consulting (Accenture), Toshiba, and Gateway to identify and facilitate new, synergistic strategic alliances.
- Served on various Board of Advisors for emerging growth companies including Mobilstart, CollegeClub.com, and Essentialink, and Board of Advisors for North Carolina State University, School of Computer Science.
- Developed a “strategic thinking model”, The Sonar Model that serves as a key planning tool used with clients worldwide – Ericsson Wireless incorporated this model into their worldwide strategic planning systems.
- Authored motivational and “state-of-the-union” speeches for CEOs of numerous client companies.
SLF Communications, San Francisco, CA 1994 – 2000
Principal / Partner
- Founded a brand identity and communications firm with two partners that grew to 20 employees, over $10 million in capitalized billings in the first year, and over $20 million in capitalized billings within 3 years.
- Worked with clients including Steelcase Furniture, Sanrio Inc. (Hello Kitty characters and merchandise), Frexienet Champagne and Wine Products, The Rod McLellen Co. (plant and soil products), Score Learning Centers, Second Nature Technology (a Canandaigua-owned company), VSP (largest vision service provider in the U.S.), Clarke American Financial Products, and Cost Plus Nurseries.
- Brought highly significant national business into the agency with accounts such as Steelcase Furniture, Clark American, and Sanrio Inc. – a feat deemed rare for a small agency operating in the San Francisco market.
- Formed strategic alliances with interactive media groups, web developers, public relations firms, and media planning and buying groups to enable formidable competitive offerings while minimizing financial liability.
Saatchi & Saatchi Corporate Communications Group, San Francisco, CA 1987 – 1994
SVP and Group Director
- Managed Saatchi’s Corporate Communications Group, the B2B group in the U.S., with full P&L responsibility – oversaw work of twelve senior account managers, creative service, media, and production.
- Served on the agency Strategic Review Board and the New Business Development Taskforce.
- Defined, named, and positioned an independent service company for Steelcase called Tangerine – operated as an independent consulting services organization targeting corporate facilities officers/departments within Fortune 1000 corporations in the U.S.
- Worked closely with Amdahl/Fujitsu senior management to create an anti-FUD position (Fear, Uncertainty, Doubt) in their competition with IBM – contributed to an increase in Amdahl’s SOM in the mainframe space
from 5%, to over 10%. - Earned major account successes for Amdahl/Fujitsu Inc., Steelcase Inc., and Itel (domestic rail network).
- Operated at a profit (20% EBIT), and was one of the most profitable groups within the Saatchi U.S. operation.
OTHER WORK EXPERIENCE
Vice President / Management Supervisor, J Walter Thompson, San Francisco, CA
Adjunct Faculty, San Francisco State University, San Francisco, CA
Vice President / Account Supervisor, BBDO/WEST, San Francisco, CA
Senior Brand Manager, Swift and Company (Beatrice Foods), Chicago, IL
Brand Manager – Beefeater Gin, Louis Jadot Wines, Kobrand Corporation, New York, NY
EDUCATION
Master of Business Administration – Marketing, Adelphi University, New York, NY
PROFESSIONAL ASSOCIATIONS / AFFILIATIONS
The Media Center, Washington, D.C. (Senior Fellow – API Non-Profit, media think tank)
Alliance of CEOs, Walnut Creek, CA (national network headquartered in Walnut Creek)
North Carolina State University, School of Computer Science (Strategic Advisory Board)
MENG (Marketing Executives Network Group)
NSA Member (National Speakers Association)
AMA Member (American Marketing Association)
PUBLICATIONS
Author: Book: “Brand Clout – Maintaining Relevance and Profitability Amidst Constant
Change” (Brand strategy, leadership and management; “smart
communications” in the “post-new economy”, and grounded in “Voice of
the Customer” research activities.)
Article: Leadership and Branding in the New FUD Economy