SVP, Experience Distribution,
In his current role, Scott leads the Critical Mass effort to recognize the evolution of digital consumer behavior and to create work that communicates with clients’ customers using the right message at the right time. Scott manages a 25+ person team that crafts the digital marketing strategy for prominent clients including Pampers, Rolex and Hyatt ... more
In his current role, Scott leads the Critical Mass effort to recognize the evolution of digital consumer behavior and to create work that communicates with clients’ customers using the right message at the right time. Scott manages a 25+ person team that crafts the digital marketing strategy for prominent clients including Pampers, Rolex and Hyatt Hotels. This work includes insight-led executions across search as well as paid and earned media.His responsibilities as a member of the CM Executive team also include overall strategic growth, the implementation of large account management methodologies, new business pitches, creation of original web content and the means for distribution of that content and the integration of creative and media.With a passion for innovative strategy, next-generation technologies and original content, Scott is poised to help lead Critical Mass and its clients into the future of digital marketing.
Starting his career in 1993, Scott spent time planning and media buying. During a time that spanned six years, he worked in a gamut of areas including print, television, radio, alternative media and the Internet. Scott´s client work included U.S. Robotics, Sears, True Value Hardware, Home Depot and Kmart. Prior to joining Critical Mass, Scott spent three and a half years as Director of Product Marketing at Yesmail, a leading online relationship management company. Initially working exclusively with clients, Scott spent his last two years at Yesmail developing and launching products including e-mail append, list management and data sales. Managing execution and sales for all products, Scott was instrumental in winning business from HP, Visa, Countrywide, Nestle, ABN-Amro and British Airways.
Scott developed and launched a suite of e-mail append products for Yesmail using over 100 million records and a proprietary deployment system built in house. He helped to negotiate the naming rights for Allstate Arena on behalf of Allstate. Scott also worked with Curium Digital Studio to create original content idea for Mercedes-Benz around X-Men 3 product placement. The result was a campaign called "GL Confessions." Scott created "The Hive" experimentation lab in all Critical Mass offices. The Hive is a technology lab that allows employees and clients to gain hands-on experience with emerging tools and trends. He researched and recommended a digital entrance strategy for Rolex into China, working across OMC companies to solve for the need of scale and localization. Scott created an entirely new workflow at Critical Mass that forced client services, creative and media to work together. The result is an integrated approach that starts with all three constituencies reviewing the campaign brief. Scott also implemented new pricing model for combined media/creative model that relies less on FTE approach and more on the combination of production/media management. Scott received his undergraduate degree from the University of Iowa and his MBA in Marketing and eCommerce from Loyola University, Chicago.
Full Summit Calendar | Request Invite
1 4 brands that emotionally connect with consumers
2 How to explain your job to a 10-year-old
3 5 reasons I hate big data
4 The 7 deadly sins of digital marketing
5 The 8 best social media campaigns of 2012