Neil Schrum

Multiple promotions VP, SVP, EVP, Sr EVP MD

Advanced client relationships at the C-level, building trust, maintaining positive rapport, and demonstrating strategic business leadership; brought innovative solutions to client challenges and positively impacted their financial success. Served as a bold and brilliant marketer, fluent in the needs of the modern consumer, with an in-depth understanding of digital trends and the ability to apply them to clients' businesses. Navigated clients through the complex marketing landscape and synchronize delivery of our agency services to accomplish their business goals. Fostered an inclusive culture focused on solving client challenges through insight, innovation, and creativity. Partnered with all agency leadership respectfully and collaboratively, with the ability to drive consensus. Worked seamlessly across every agency practice area to ensure proper representation and support by all client leadership teams.

Responsibilities included:

• Oversaw strategic direction for 30+ clients, including Verizon Wireless, Driven Brands, Delta Air Lines, Arby's, Porsche, Starbucks, Coca-Cola, Wells Fargo, Bristol Myers Squibb, and Kellogg's and many others.
• Fostered deep client relationships via a proactive Trusted Advisor approach resulting in highest YOY client rating scores, increased profitability, and higher YOY revenue commitments.
• Provided agency-wide leadership and client management expectations working closely with CEO, COO, and CFO on revenue/profit forecasting and operating efficiency.
• Drove CRM and Loyalty Customer Journey development for Verizon Wireless and Fios internet/cable, including migration from Oracle to Adobe platforms.
• Developed world-class email programs with open rates of ~35-42%, double industry averages.
• Led Verizon's Holiday campaign, resulting in the largest conversion rate of 1.74%, 604% increased number of qualified orders, 14% elevated overall visits to the site, and 19% increased qualified orders.
• Launched Personalized Video strategy, delivered a 50% increase in CTR, and 4.6% in customer call reduction.
• Created the foundation of HumanIQ, a continuous optimization framework, to test and optimize programs resulting in 3+ times faster to market with a 41% lift more efficiently.
• Integrated and set up the Infor retail platform that engages predictive analytics, machine learning, and big data usability, making retail more powerful and accessible.
• Oversaw Advanced Analytics department evolving agency approach to campaign measurement, predictive analytics, and application of AI.
• Delivered an algorithmic approach to progressive, cross-channel messaging decisions by taking qualitative and quantitative data to create a connected decision center through Universal Behavior ID.
• Led evolution of CRM platform with a focus on 1:1 customer relevancy and enhanced productivity to a 94% deliverability rate.
• Cultivated company-wide culture of innovation and collaboration.

• Led 45 cross-departmental direct reports and developed interactive services and profitability models
• Acted as lead strategist for client marketing plans while establishing goals, conducting research, and advising on resources, marketing strategies, technologies, analytics, and all third-party vendors
• Grew interactive revenue by >200% within the first six months and led all new business efforts
• Provided digital leadership for all clients, which included marketing strategy, branding, promotional, e-commerce, email, SEO/SEM, CRM, and social
• Led and developed an overall marketing strategy and branding efforts for each product and service offering.
• Provided leadership and client presentation of social media platforms; directed clients to realize niches in which customers engage and which would produce lucrative results for their business.

• Managed the InterContinental Hotel Group's (IHG) global CRM program.
• Created IHG's life cycle programs and campaigns, employing direct mail, newsletter, email, and e-statements.
• Evaluated program performance against client KPIs and stated objectives to grow business organically.
• Directed onboarding of Priority Club Rewards, the largest global hotel loyalty program; developed a team to maintain the program's email, member fulfillment, and member statements.

• Administered day-to-day digital and traditional marketing strategies while leading cross- functional global marketing teams
• Managed Senior Associates and Associates by providing guidance, establishing goals and offering feedback
• Collaborated with VP/D level supervisor to formulate strategic development of digital, print and online projects
• Executed Delta's first social media effort, Siteseer Challenge, with resulting $3MM in revenue; introduced blogging, user generated content to promote Delta amenities, SkyMiles program and new travel destinations
• Launched Delta's post-bankruptcy e-branding and positioning initiatives
• Administered Delta's global CRM campaigns with a focus on digital and direct marketing, including email, site content, social media, and paid search
• Led redesign of delta.com along with the customer enrollment experience and overall customer journeys.

• Responsible for managing business development and strategic planning to maximize growth and profitability
• Establish growth plans for individual accounts and personally manage account calls, presentations, and negotiations.
• Conceptualize, create, develop, and implement innovative marketing and promotional campaigns.
• Develop, direct, and monitor comprehensive communications and advertising programs by implementing various media designed to achieve results.
• Conducted demographic and marketing research to target potential clients via requests for proposals, purchasing list criteria, and client database reviews
• Researched, designed, and executed annual interactive marketing campaigns for Orbitz.com, Hotwire.com, and e-mail blasts
• Forecasted/managed annual budgets to reduce expenses and increase revenue.

Executive Leadership Program

• Professional development completed in Executive Leadership