Dave Alder
St. Petersburg
Summary
Proven marketing leader and former Virgin Entertainment Group CMO skilled in developing brand strategies that drive business success. Expertise in managing customer experiences and directing creative initiatives, resulting in enhanced brand differentiation. Achievements feature significant revenue increases and improved customer engagement metrics.
Overview
27
27
years of professional experience
Work History
Founder and President
Rubicon Brand Strategy
11.2023 - Current
- Developed comprehensive brand strategies for diverse clients across multiple industries.
- Facilitated workshops to engage stakeholders in the strategic planning process.
- Identified opportunities for growth and improvement within existing brands.
- Developed creative briefs to guide design teams in developing visual assets for campaigns.
- Provided strategic guidance in order to maximize the effectiveness of campaigns.
VP Brand Strategy and Innovation
Envoy
05.2019 - 10.2023
- Grew revenue of Fortune 100's, and passionate startups.
- Clients included Diageo, Nestle, Blaze Pizza, Fetzer Wines, Benziger Wines, Hershey, Templeton Rye Whiskey, Trace Minerals, Zildjian Cymbals, Fresh 'N' Lean, The Wine Group, Traditional Medicinals, Genomatica.
- Designed groundbreaking customer experiences.
- Led projects in Japan, South Africa, Germany.
- Led new product and service innovation projects.
- Fractional CMO for a $50M revenue fitness product client.
Fractional Chief Marketing Officer
The Homestead
09.2021 - 10.2023
- Fractional CMO for ultra luxury hospitality/ tourism startup eco- game preserve lodge in South Africa.
- Built holistic, guest-focused brand strategy.
- Wrote marketing plan and oversaw implementation.
- Created unique customer experiences elevating brand.
- Managed teams and agencies in US, UK, South Africa.
- Directed all creative resulting in stunning visual representation.
- Designed and facilitated "brand into culture" immersion workshops for 100+ employees.
Chief Marketing Officer
Laduma
11.2017 - 05.2019
- Oversaw brand and marketing for VR/ AR startup.
- Co-wrote business plan and crafted brand strategy.
- Integrated marketing channels including digital, events, content marketing, SEO, SEM, and PR leading to growth.
- Managed teams and agencies in US, and UK.
- Conceived and presented VR, AR and MR content concepts.
- Outbound marketing at World Travel Show, MIP, HIMMS and Liverpool FC.
- B2B clients included LA Galaxy, Jacksonville Jaguars, Denver Broncos, NBA, UK government, ICC (cricket), iHeartMedia, Visit Britain, Wimbledon.
President
Periscopes Up
10.2006 - 11.2017
- Developed brand strategy platforms for iconic B2C and B2B clients, enhancing brand clarity and differentiation.
- Served prominent brands including MTV Networks, Diageo, Starbucks, and Iron Maiden.
- Fostered category expertise to support agency initiatives effectively.
- Empowered client employees to become brand advocates, driving engagement and loyalty.
- Facilitated international brand positioning for successful entry into US markets.
- Accelerated growth of international brands across Australia, UK, and Germany.
Chief Marketing Officer
Virgin Entertainment Group
02.2001 - 05.2006
- Transformed retail operation from music stores to lifestyle emporiums through groundbreaking store design, unique customer experiences, and innovative product mix resulting in 11% sales growth and 4% increase in gross margin.
- Grew business to $250M through complete customer-centricity.
- Reported to CEO. Led team of 60 across US and Canada.
- Built differentiated brand-led internal culture.
- Guided Japanese brand ensuring global consistency .
Interim Chief Executive Officer
Virgin Entertainment Group
10.1998 - 03.1999
- Directed market expansion propelling business forward and grew revenue by $10M.
- Cultivated forward-thinking, inclusive, and performance-oriented business culture.
- Identified and implemented new revenue generation opportunities leading to increased bottom-line profitability.
- Built productive relationships with industry partners.
Education
Bachelor of Arts - History of Modern Art, Design And Film
Northumbria University
Newcastle, UKCertificate - Digital Marketing: Engagement, Planning, Analytics
Columbia Business School
RemoteCertificate - Integrated Online Strategies
University of San Francisco
San Francisco, CACertificate - Effective Merchandising
Institute of Marketing
London, UKSkills
- Brand strategy and business growth
- Content leadership
- Customer experience management
- International marketing
- Cultural branding
- Creative direction
- Strategy implementation
- Global team leadership
- Strategic planning
- Media relations
Hobbies and Interests
Performing music, collecting vinyl records and guitars, scuba diving, off the grid travel, social and environmental causes
Personal Information
Title: Global Brand Marketing Executive (CMO / Fractional CMO / Consultant) I Growth - Transformation - Innovation - Culture
Social Good
- Think tank production for “The Elders” social change foundation on Sir Richard Branson's Necker Island. Participants included President Carter, Desmond Tutu, Peter Gabriel, Sergey Brin, and Larry Page.
- Part of Virgin Unite social cause programs in South Africa.
- Onsite strategy and fundraising planning for NGO helping disadvantaged children in Quito, Ecuador.
- Adviser, “Heaven's Angels” mosquito net transportation program, Nigeria.
- Non-exec board member for Fair and Free
- Volunteer lecturer at at C.I.D.A., Johannesburg (Africa's first free university)
- Advisor, Stand Up For Kids
Timeline
Founder and President
Rubicon Brand Strategy
11.2023 - Current
Fractional Chief Marketing Officer
The Homestead
09.2021 - 10.2023
VP Brand Strategy and Innovation
Envoy
05.2019 - 10.2023
Chief Marketing Officer
Laduma
11.2017 - 05.2019
President
Periscopes Up
10.2006 - 11.2017
Chief Marketing Officer
Virgin Entertainment Group
02.2001 - 05.2006
Interim Chief Executive Officer
Virgin Entertainment Group
10.1998 - 03.1999
Bachelor of Arts - History of Modern Art, Design And Film
Northumbria University
Certificate - Digital Marketing: Engagement, Planning, Analytics
Columbia Business School
Certificate - Integrated Online Strategies
University of San Francisco
Certificate - Effective Merchandising
Institute of Marketing