Page 1 A Page Toward Transition Success: Marketing Yourself in Your Search Christ the King Job Networking Ministry October 6, 2011 Marketing One-Pager

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A Page Toward Transition Success:Marketing Yourself in Your Search

Christ the KingJob Networking MinistryOctober 6, 2011

Marketing One-Pager Workshop© Tom Bobich 2011

How do I communicate my search to those who can help?

And my skills to those who can hire?

Job Search Challenge

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Communication Tools

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Resume

30-second “Elevator Pitch”

LinkedIn Profile

Business Card

Executive Profile

E-Mail Signature

Website

Blog

Marketing One-Pager


TOM BOBICH (925) 788-1920 [email protected]

EXECUTIVE SUMMARY Successful Operating Executive with distinctive skills in leading teams to align execution with strategy and deliver outstanding results. Demonstrated abilities include operations management, service definition and delivery, team collaboration, and change management. Experience spans wireless (AirTouch/Verizon), packaged goods (Clorox), and platform services industries (Visage Mobile) in both start-up and mature corporate environments, with emphasis on service and subscription businesses.

KEY ACCOMPLISHMENTS

Led organization development and product definition for successful startup, including initial services launch and introduction of major client products. Grew company to $25+M in sales and 250+ FTE.

Spearheaded company-wide service delivery initiative to scale operations from start-up and development mode to growth and operations focus. Achieved 98%+ on SLA goals.

Managed key client and strategic partner relationships, bridging organizational and cultural issues to align interests, reduce issue backlog, and achieve operational excellence.

Involved all 9,000 company employees in launch of innovative service delivery effort. Managed largest product launch in Clorox company history, achieving 150% of objective. Advised Web 2.0 wireless content social networking company in launch activities

EXPERIENCE

MARKETURE GROWTH CONSULTANTS, San Francisco Bay Area, CA 2007 – present Results-oriented marketing and operations services focused on complex service enterprises, including wireless and clean tech. Client work includes Cox Communications, Cisco, and start-ups. Advised Cox Communications on product and operations considerations for mobile services

launch. Served as marketing lead for green services startup, defining and executing initial marketing

program. Led marketing message definition project for significant Fortune 100 services launch. Directed product and service definition project for Fortune 500 food service supplier,

developing 25+ concepts and finalizing 8 for market testing based on market insights and business opportunity.

Partnered with automotive products company to identify opportunities for “green” products. Developed product concepts and launch strategies for introduction in late 2010.

Resume


Executive Profile

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Executive Profile

Tom Bobich builds service businesses by combining deep marketing expertise with a GM’s sensibilities. Tom has 25+ years of hands-on experience across consumer and technology industries in a variety of business situations, ranging from startup to mature Fortune 500 companies and including both product and service businesses. He is recognized for his “pattern recognition” and his ability to adapt key learnings to new industries and challenges. Tom is a principal in Marketure Growth Consultants, helping clients develop breakthrough growth and product strategies. Previously, Tom was the COO of Visage Mobile, a SaaS provider of back-office systems and operations to the private label wireless (MVNO) industry. From 2002 to 2007, he helped the company grow from its initial startup to $25+M in annual sales and 250+ staff and managed all operations, including client relationships, product strategy and development, marketing and PR, IT, and technical operations. Tom joined Visage as its first non-founder employee and, as SVP of Marketing and Product Development, led the definition of the industry and the company’s products, services, and supporting organization. Prior to joining Visage Mobile, Tom spent seven years with AirTouch Cellular, joining the company just before its spin-off from Pacific Telesis and helping it grow from four regional markets to operations in 17 states. As Managing Director, Brand Development and Direct Marketing, Tom developed and implemented the AirTouch brand. He subsequently led the introduction of sophisticated customer relationship management capabilities and the company’s market research function. In 1999, Tom spearheaded the introduction of the AirTouch Promise, a unique service guarantee that improved customer service delivery, differentiated sales efforts, and drove measurable brand preference for AirTouch. Verizon Wireless subsequently adopted this revolutionary program after AirTouch operations merged into the new national brand.


Purpose of the Marketing One-Pager

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ResumeJob

Interview

One-Pager Networking


Developed by career coach Randy Block

– Revised by a number of others

Supports and communicates your personal brand

Summarizes your essence

– Who are you and what do you bring to your next employers?

– What do you do not that is relevant to your search?

Supplements your resume (and other communication tools)

Marketing One-Pager

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Adapted from Cultivate Consultingwww.cultivate.org


Introduce yourself for networking

Define your search

Help others help you!

Marketing One-Pager: Uses


Marketing One-Pager

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Marketing Summary

Guideline for Networking Conversations

Conversation Starter

Guide for Cover Letter

Behavioral Interview Prep

Trigger for Networking Connections

Job Description Competency Mapping



Marketing One-Pager

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Professional Expertise

20 years of premier marketing, operating, and P&L experience, growing companies ranging from start-up to mature with a focus in consumer-oriented and technology-enabled services.

What I Do Grow service businesses by combining deep marketing expertise with a GM’s perspective

How I Work Drive growth by aligning superior marketing execution with sales and operations activities. Pragmatically unite strategy and execution to deliver outstanding results.

Success Stories Grew company from pre-revenue to $25+M in sales as GM and COO.

Services Provided Marketing strategy and execution Service / subscription marketing

Operations and P&L management Business planning

Benefits to You

Measurable performance Strategically-aligned execution

Target Categories and Companies Technology-Based

Services Wireless Clean Tech

(esp. Smart Grid) Alternative Energy Cisco Polycom

Clearwire Cellfire

eMeter Better Place

PG&E SolarCity


Does it work?

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I'm a parishioner at CTK and noticed you are presenting this Thursday. You may remember me, as I presented my Marketing One Pager (attached) last Spring at SING, and you were very helpful. Safeway was on my target list, and just last week I started a part-time contract at the Safeway Culinary Research center in Dublin. I truly believe my One Pager was what opened the door. I sent it to a colleague in the department who forwarded it to the 'powers to be'. It took quite a few months to come together, but the match is perfect as Safeway didn't have someone with my skills. I'm also still able to do other consulting.

I've shared the One Pager with several job seekers and helped them with theirs. Its one of the most useful pieces I've used to market myself. Feel free to use this as an endorsement!

Rosemary Mark


Step 1: Review the template and its categories.

Step 2: Prepare yourself for reflection.

– Where and when did I do my best work?

– Who was around me? What conditions were present?

– When was I bringing ‘my best self’ to the job?

What types of activities was I doing?

– What are my natural talents?

How Do I Prepare My One-Pager?

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Step 3: Explore your differentiators.

– Considering what I know myself to be at the core or essence,

what do I want to shine through? How do I want others to know

me?

– How have I distinguished myself from my peers?

– What is my management or leadership style?

– What have I done to further develop myself or the organizations

that I have worked in?


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Step 4: Define Attention Grabbers

– What highlights of my career do I want to lead with?

– When someone asks me about an accomplishment that I am most

proud of, I tell them about ____________________ .

– Imagining myself at a barbeque with a group of colleagues and

friends, we reminisce about (insert ‘war story’ here)

________________ with a lot of laughter and camaraderie.


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Looking at the One-Pager

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Professional Expertise

20 years of premier marketing, operating, and P&L experience, growing companies ranging from start-up to mature with a focus in consumer-oriented and technology-enabled services. Experience includes blue-chip companies such as Clorox, AirTouch (Verizon), and Accenture.

What I Do Grow service businesses by combining deep marketing expertise with a GM’s perspective

How I Work Drive growth by aligning superior marketing execution with sales and operations activities. Pragmatically unite strategy and execution to deliver outstanding results. Utilize clearly-defined plan to communicate to team, drive activity, and define success metrics.



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Success Stories Grew company from pre-revenue to $25+M in sales as GM and COO. Branded $1B company. Led development and introduction of AirTouch corporate

identity and achieved measurable brand preference among target customers. Involved 9,000 employees in launch of breakthrough branding and service delivery

effort. Led organization development and product definition for successful SaaS startup,

including initial services launch and introduction of major client products as SVP - Marketing.

Managed largest product launch in Clorox history, achieving 150% of share goal. Saved $17 million (70% above target) annually by consolidating advertising efforts. Spearheaded company-wide service delivery initiative to scale operations from start-

up mode to commercial operations. Reduced overall operating costs by 40% and achieved 98%+ service level performance.

Won multiple industry awards for successful advertising campaigns.



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Services Provided

Marketing strategy and execution Service / subscription marketing New product strategy / launch Client / partner management

Operations and P&L management

Business planning Media / analyst briefing Team development

Benefits to You

Measurable performance Strategically-aligned execution Extensible experience – “pattern recognition” drawn from multiple industries Cross-functional team leadership



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Target Categories and Companies Technology-Based

Services Wireless Clean Tech

(esp. Smart Grid) Alternative Energy Cisco (service or

consumer elements) Polycom

Clearwire Cellfire

eMeter Better Place Chevron Energy

Services Echelon Itron

PG&E SunPower SolarCity Sungevity Solyndra


Remember that the Marketing One-Pager is a personal

branding document.

Use the One-Pager to spur conversations and trigger

networking.

To learn more:Jennifer Ghelfi De SmedtChief Culture OfficerCultivate Consulting(650) [email protected]

Summary


Tom Bobich(925) [email protected]

Documents

Page 1 A Page Toward Transition Success: Marketing Yourself in Your Search Christ the King Job Networking Ministry October 6, 2011 Marketing One-Pager