Michael Dougherty

On sabbatical due to family reasons and relocation

Performed B2B marketing and business development to secure new partner agreements with real estate agencies. Managed partnerships. Certified mortgage financial analyst serving international clients buying in Spain. Established new relationships with 7 top realtors. Secured EUR 5MM+ in mortgages during last 6-months.

Created international B2B strategy and plan. Managed website, content, SEO, social media, email, events, and implementation of a new CRM to increase leads. Annual sales to new and existing clients grew by 15% on average. Responsible for the content strategy, content calendar, content topics, copywriting, editorial direction, translation, graphic design, photography, and distribution of content across marketing channels.

Created an international B2B2C marketing strategy and plan to drive sales, awareness and utilization of the company’s second medical opinion services. Developed a new brand strategy, creative, website and marketing collateral for the re-launch of the company’s healthcare insurance products. Managed €1 million budget and activities related to branding, web development, public relations, social media, content development and marketing collateral.

Projects included: • Razorfish– strategy creation for a new social media platform for healthcare professionals • Grey Advertising – B2C marketing project account management for the launch of a new SEAT car model • Berlin School Executive MBA Program – B2C marketing strategy for new enrollments, content, SEM, SEO • Spotzer – copywriting and SEO for B2C and B2B websites for small businesses in the U.S.

Audited previous B2B marketing campaigns. Developed a new marketing plan and collateral. Trained local sales and account management staff on how to sell digital media services. Participated in sales pitches and client performance reviews. Dotted line management to country marketing teams and supported sales. Key achievements included exceeding sales targets by 25%.

Account lead for European B2C digital marketing strategy and execution. Supervised GBP 4MM budget. Managed 8 people. Analysed results and developed best practice for local markets. Generated new revenue of GBP 1MM by selling more services to new and existing clients.

Managed the repositioning of AOL from an Internet access provider to a communications and services brand for free (e.g. portal, email) and e-commerce (e.g. security software) products. Responsible for development, rollout and guardianship of brand strategy, architecture and guidelines. Liaised with AOL Global HQ and European markets on brand initiatives. Provided coordination on key issues.

Content Marketing Manager (mobile entertainment products), Partnership Development Department Managed mobile entertainment product (e.g., games, music) publisher marketing partnerships (e.g., Disney, Universal, Warner Bros., Sony, Electronic Arts, Gameloft). Supervised local B2C campaigns. Responsible for brand guardianship and internal marketing communications (e.g., roadmap, intranet, guidelines, training, best practice).

Evaluated viability of consumer products licensing of the CNN and TCM brands to drive brand awareness off-air, audience acquisition and generation of a new revenue stream. Researched competitive activity, IP rights and distribution agreements. Conducted consumer focus groups. Formed brand licensing strategy, encompassing positioning, target, product categories, creative and P&L. Created brand licensing sales pitch and presented to potential partners. Negotiated contract terms.

Responsible for the Nestlé account. Managed sales, contracts, invoicing, project team, delivery and P&L. Developed online B2C proposals to increase brand awareness, acquisition, CRM and accountability.

Provided marketing support to business development teams to sell consumer products brand licences. Planned marketing strategy, creative briefs, promotions and media for home video releases.

IESE MBA Exchange Program September 1996 - December 1996

Marketing and English