Summary
Overview
Work History
Education
Skills
Websites
Additional Information
Awards
Accomplishments
Affiliations
Timeline
Generic

Edward Hughes

Green Oaks,IL

Summary

Proven leader with an outstanding record of growth, team building, talent development, client management and business leadership including margin improvement and revenue growth. Over 25 year's of global experience in strategic business development, financial responsibility, and people management.

Every day I strive to evolve my team's capabilities and client's business approach to stay ahead of the increasingly complex marketplace.

Overview

22
22
years of professional experience

Work History

Media & Integrated Marketing Consultant

SCJohnson
Chicago, IL
10.2021 - 04.2022
  • Led SCJ's ASEAN+ANZ media efforts.
  • Collaborated with SCJ Marketing and Omnicom Media Group to develop actionable media plans addressing specific challenges and objectives.
  • Led SCJ's Adimo relationship. This new partnership strengthened SCJ's omni-commerce offer by making their Brand.com shoppable
  • Advised senior management on strategic planning, financial forecasting, budgeting, operations optimization, organizational design, and process reengineering.

EVP, Media Director, Worldwide Client Leader

Mindshare & GroupM
Green Oaks, IL
11.2011 - 01.2020
  • Led American Family Insurance (AmFam) and Mizkan US Brands (e.g., Ragu, Bertolli, Vinegars, Angostura Bitters) businesses.
  • Managed AmFam's data-driven-marketing efforts in 70 DMA's using AmFam's First-party Data via LiveRamp and third-party data to grow Brand Equity and drive high-quality leads for insurance products
  • Shaped strategic plan for AmFam/TIME magazine first every virtual reality experience of MLK's historic 'I Have A Dream' speech entitled 'The March.'

Global Operations Lead

GroupM
New York City, NY
03.2017 - 06.2018
  • Led transition of IBM's business to GroupM & Mindshare from Ogilvy NEO.
  • Transformed how we work with IBM across 50+ countries including building new planning and reporting tools to address the increased complexity of IBM's B2B and B2C media initiatives.
  • GroupM lead for IBM's annual PECI (Performance Evaluation Continuous Improvement) evaluation across 31 countries.
  • Collaborated with IBM & GroupM digital operations to establish ways-of-working rules for evolution to GDPR.

Led Kimberly-Clark Global Business

Mindshare Chicago & New York
Chicago, IL
11.2011 - 03.2017
  • Led Kimberly-Clark Global Business.
  • Evolved existing teams, systems, and processes that led to increased performance evaluation in 2015.
  • Evangelized and drove global adoption of KC's fully transparent Programmatic desk.
  • Built new skill sets within the US team to expedite data-driven planning, content creation, and execution.
  • Helped create ShopperConnect, WPP's Horizontal shopper/retail media solution serving KC.

Led American Express US and Global Business

Mindshare Chicago & New York
New York, NY
11.2011 - 09.2014
  • Managed Amex’s global media efforts ($300M - $400M) for the brand and credit card businesses across five countries.
  • Recommended building The LOOP at Amex; Mindshare's proprietary approach for analyzing and reacting to daily business results, and market and consumer trends.
  • Won a $5MM International Digital assignment and built a new multi-national performance team.
  • Led Amex's adoption of transparent programmatic platforms in Australia, Canada & UK from Xaxis.
  • Relaunched Amex OPEN and successfully grew Small Business Saturday retail adoption and consumer sales.
  • Launched AmexNOW on Roku, Amex's interactive, 'always on' brand channel/content hub.

SVP, Managing Director, Worldwide Client Leader

Mindshare Chicago
Chicago, IL
01.2008 - 10.2011
  • Led RadioShack's US business and won Mexico's business
  • Developed Mosaic, a unique strategic approach for driving RadioShack consideration and footfall
  • Built a Foursquare partnership that grew store traffic and sales 3.5 times higher than average.

Led American Express's Global Business

Mindshare New York
New York, NY
01.2008 - 08.2010
  • Helped reinvigorate Amex's global business following the 2008 financial crisis.
  • Created a new 'co-creation of value' business model with NBCU to launch 'Shine a Light,' Amex's small business/consumer effort in the summer of 2009 the predecessor to Small Business Saturday.
  • Successfully launched ZYNC in 2010; Amex's customizable Charge Card for Millennials.
  • Designed a series of multi-channel initiatives to drive customer participation including Project Runway Partnership, Vanity Fair Campaign New York, Golf Digest US Open Challenge, 24/7 “Realise the Potential” effort in Mexico, and “Hidden Talent Show” in the UK.

Client Communication Director

OMD & PHD
Chicago, IL
02.2004 - 01.2008
  • Pioneered the first LIVE TV Commercial during MTV's VMAs for JCPenney. Oversaw JCP's multi-year/multimillion-dollar Cinema deal & led the strategic development of the JCP Jams experiential program.
  • Led BMO Harris, US business winnig Fortune's Maverick advertising awrd
  • McDonald's - US Strategic Planning Lead. Led 2004 Greek Olympics effort and won Media Plan of The Year award for their Fruit & Walnut Salad launch.
  • Won/led Rent-A-Center and REI in 2007.

Sr. Partner, Worldwide Strategic Planning Director

Mindshare New York
12.1999 - 02.2004
  • Launched OPEN Small Business Network, the first sub-brand launch within the Amex portfolio
  • Launched Amex's first-ever Brand Campaign for the redesigned/more rewarding Charge Card
  • Partnered with 'The Restaurant.' Launched Tribeca Film Festival
  • Relaunched Amex Blue via Save the Music partnership.

Led BP, launching BP's 'Beyond Petroleum' campaign

Ogilvy/Mindshare Chicago
12.1999 - 10.2001
  • Led BP, launching BP's 'Beyond Petroleum' campaign in 35 countries in a single day
  • Won the Arco/ampm & Castrol business doubling Mindshare's revenue with BP.

Education

Bachelor of Arts - Advertising

Michigan State University
East Lansing, MI
12-1981

Skills

  • Client Relationship Leader
  • Innovative & Creative Thinking
  • Marketing Analytics & Attribution
  • Training & Mentoring
  • Complex Budget Management
  • Data-Driven Marketing & Optimization
  • Resourceful (makes things happen)
  • Omnichannel Communications/Marketing
  • Retail & eCommerce Marketing

Additional Information

Eagle Scout, Merit Badge Counsellor, Philmont Scout Ranch & Sea Base Expedition Adult Troop Leader

Awards

Winner of 15+ Industry awards (e.g., Effie's, NA Facebook Creative Award, Cannes Lions, Jay Chiat Strategy, AdWeek Media Plan of the Year for McDonald's, etc.) and 10+ Internal Agency Network awards.

Accomplishments

  • Winner of 15+ Industry awards (e.g., Effie’s, NA Facebook Creative Award, Cannes Lions, Jay Chiat Strategy, AdWeek Media Plan of the Year for McDonald’s, etc.) and 10+ Internal Agency Network awards.

Affiliations

  • Eagle Scout, Merit Badge Counsellor, Philmont Scout Ranch & Sea Base Expedition Leader
  • Competitive Sailor, golfer, outdoor enthusiast

Timeline

Media & Integrated Marketing Consultant

SCJohnson
10.2021 - 04.2022

Global Operations Lead

GroupM
03.2017 - 06.2018

EVP, Media Director, Worldwide Client Leader

Mindshare & GroupM
11.2011 - 01.2020

Led Kimberly-Clark Global Business

Mindshare Chicago & New York
11.2011 - 03.2017

Led American Express US and Global Business

Mindshare Chicago & New York
11.2011 - 09.2014

SVP, Managing Director, Worldwide Client Leader

Mindshare Chicago
01.2008 - 10.2011

Led American Express's Global Business

Mindshare New York
01.2008 - 08.2010

Client Communication Director

OMD & PHD
02.2004 - 01.2008

Sr. Partner, Worldwide Strategic Planning Director

Mindshare New York
12.1999 - 02.2004

Led BP, launching BP's 'Beyond Petroleum' campaign

Ogilvy/Mindshare Chicago
12.1999 - 10.2001

Bachelor of Arts - Advertising

Michigan State University

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