Jeff Robinson

resume

Jeff Robinson

EXECUTIVE SUMMARY:

CEO and Chief Advisor, jrobinson ADVISING LLC.

Senior advertising and brand marketing executive with 15+ years, extensive global experience, strategic focus, and a passion for bringing creative solutions to significant business challenges

  - Broad leadership, management and consulting experience in directing award winning and culturally sensitive brand and                          advertising projects

  - Successful track record of delivering innovative, company leading, high profile results while managing complex media

    agency relationships and tight budget constraints

  - Experienced in developing and executing strategic, multi-million $ advertising and promotional campaigns across global

    markets

  - Proven ability to balance high-pressure, short-term tactical requirements with long-term strategic initiatives while    

    building and maintaining strong relationships

  - Effective in partnering with sales and product teams to define product positioning and build competitive promotional

    marketing campaigns and go-to-market strategies

  - Demonstrated success at designing and leading targeted strategic brand and positioning workshops across multiple

    disciplines and companies

  - Strong strategic and analytical capabilities, marketing experience, and the business discipline required to translate

    creative ideas into bottom line results

 

Specialties:

  Advertising Creative Development & Strategy, Agency Management,

  Brand Consulting, Development, Positioning and Messaging, Strategy, & Workshops, 

  Creativity, Cultural Archetypes,

  Global Advertising, Branding, & Marketing

  Media Strategy, 

  Product Positioning,

  Strategic Creative Direction

 

IT STARTS WITH CREATIVITY…

  - Influenced across and upwards as creative director for multiple innovative, company-leading, high profile projects

  - Created all elements for the 2003 first-ever Boeing consumer-level promotion. The award-winning “Name Your Plane” promotion            that selected the name Dreamliner for the 787 airplane garnered over 190M impressions and nearly 500,000 votes from 169        

    countries over a 30-day period. The promotion won an Honorable Mention Reggie Award in 2003, and a PRO Award in 2004. \

    Created and named both the newairplane.com website and the World Design Team e-newsletter subscriber list of over 750,000

    members.

  - Created and placed multi-million $ ad campaigns consisting of over 150 unique global trade, business and lifestyle ads annually in

    print, digital and OOH

 

…LEADS INTO LEADERSHIP…

  - Developed global advertising strategies for all Boeing airplane products and commercial aviation services

  - Led focused digital advertising, including Google Display Network, Yahoo / Bing, SEM, and LinkedIn campaigns. The first-for-Boeing

    targeted LinkedIn digital ad campaign, for a strategic 787 sales campaign, generated a 99.2% InMail open rate and a 31% CTR.

  - Led focused and advanced brand marketing and advertising initiatives that contributed to record airplane sales and a multi-billion $

    and multi-year backlog.

  - Directed the creation of and first-ever initial installation of unified graphics across all six Everett Factory doors in 2005, and directed

    the internal design team in the second-generation design and employee voting of new updated graphics in 2014. The graphics cover     106,400 sq. ft. and were awarded a Guinness Book World Record in 2005 for the world’s largest digital graphic—a category they    

    created for this unprecedented achievement.

 

…MOVES INTO MANAGEMENT…

  - Managed an advertising team and a multi-million $ ad budget. Set global strategies and executed global ad campaigns in support of     sales campaigns and airplane programs. Worked cross-functionally with brand managers, product marketing and sales to define    

    strategic requirements for ads and ad campaigns.

  - Managed multiple agency teams of creative and media experts

  - Managed a graphic design team responsible for the design and delivery of all internal and customer-facing event branding & all

    multi-media and print marketing collateral. Boosted annual graphic design team productivity by 50 percent, while increasing

    individual and team morale and creativity.

 

…AND CARRIES INTO CONSULTING…

  -  Provided internal and external brand consulting services

  - Uncovered the cultural archetypes of Safety & Security, Luxury, Brazil, China and India in studies with Dr. Clotaire Rapaille to better       understand deep-seated cultural differences. Brought the findings to life with multiple Boeing organizations, guiding approach,             imagery, product design and business strategies related to the study subjects.

  - Created and conducted culturally-relevant Brand Workshops for Hainan Airlines, Air China, Shandong Airlines, Hitachi,

    and multiple Boeing organizations

  - Led benchmarking efforts on top global brands, working with The Disney Institute, Nike – Jordan brand, Starbucks,

    Google, LinkedIn, Hitachi, Zagat, Pininfarina Extra, Giugaro / Ital Design, and Archetype Discoveries Worldwide

  - Delivered brand strategy keynote presentations / lectures to internal and external audiences:
          Frequent featured speaker at courses at the Boeing Leadership Center
          Brought brand awareness and understanding to over 20,000 employees at all-hands, workshops, and organization-

              wide meetings from the factory floor to top leadership
          Guest Lecturer on emerging marketing techniques at Seattle University MBA program & regular Guest Lecturer on    

              brand and international marketing at Washington State University senior-level Marketing classes and MBA program
          Speaker at the 2007 FUSE Conference, New York, and 2006 THE Conference On Marketing, Las Vegas
          Guest speaker on designing for brand experience at a Condé Nast Traveler gathering of over 300 travel specialist

 

THE FINE PRINT:

Inherent in all creative, leadership, management and consulting roles are basic, fundamental requirements. Challenge and inspire the creative team to go beyond to achieve business results. Conduct and ensure the completion of performance reviews. Ensure designers adhere to corporate ad and brand identity guidelines and legal and operational compliance requirements. Provide coaching, direction and leadership support to team members in order to achieve organization, business and customer goals and objectives. Manage relationships with internal and external groups to develop overall strategies and processes for completing work. Manage annual budgets. Drive both strategic and tactical plans and execution of brand promotions.  Present advertising and marketing strategies, execution details, budget status, and performance results to leadership and other departments.

 

AWARDS & RECOGNITION:          
  Honorable Mention, 2003 Reggie Award, Name Your Plane, Global/International Promotion
  PRO Award, 2004, Name Your Plane, Best use of Interactive
  Guinness World Record, 2006, World’s Largest Digital Graphic (Everett Factory Doors)
  Functional Excellence Award, 777X airplane launch, 2014, Boeing Communications           
 

COMMUNITY INVOLVEMENT:

  Former Chair, Washington State University (WSU) College of Business Marketing Department Advisory Board
  Former Member, Executive Committee, WSU College of Business National Board of Advisors
  Guest Judge, WSU Annual Business Plan Competition
  Judge, Washington State DECA Area, District, State Conference competitions

 

PROFESSIONAL EXPERIENCE:

 2015 – present   jrobinson ADVISING LLC, Seattle, Washington

           CEO and Chief Advisor

2010 – 2015 The Boeing Company, Seattle, Washington    
          Director, Advertising Brand and Design, Boeing Commercial Airplanes

  2008 – 2010 The Boeing Company, Seattle, Washington        
          Director Brand Marketing—737 Brand Manager, Boeing Commercial Airplanes

  2001 – 2008 The Boeing Company, Seattle, Washington        
          Director Brand Marketing—BCA Brand Manager, Boeing Commercial Airplanes

  1999 – 2001 Itronix Corporation, Spokane, Washington
          Director, Global Aerospace Sales

  1984 – 1999  The Boeing Company, Seattle, Washington
          Regional Manager – Sales & Business Development, 1998-1999 Boeing Commercial Aviation Services
          Technical Marketing Manager, 1997-1998 Aviation Information Services
          Customer Service Manager, 1995-1997 Boeing Commercial Airplanes, new airplane customer services
          Individual Contributor, 1994-1995 Boeing Commercial Airplanes, 777 airplane development program
          Lead Avionics Engineer, 1989-1994 Boeing Commercial Airplanes, 737 and 757 airplane programs
          Digital Design Engineer, 1984-1989 Boeing Electronics

  1983 – 1984  Texas Instruments, Dallas, Texas
          Digital Design Engineer, Radar Systems Division, terrain-following computer for the F-111 airplane

 

EDUCATION:   
  Bachelor of Science, Electrical Engineering, Washington State University
  Engineering and Management, Anderson School of Business Executive Education, UCLA
  Marketing Management, Columbia University Executive Education
  Kellogg on Branding, Kellogg Executive Education


Proficient with Photoshop, Dreamweaver, Microsoft Office Suite, Mac and PC

© 2014 by Jeff Robinson. Proudly created with Wix.com

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