Transcript SING LinkedIn 302 Workshop

A Page Toward Transition Success:
Marketing Yourself in Your Search
Christ the King
Job Networking Ministry
October 6, 2011
Marketing One-Pager Workshop
© Tom Bobich 2011
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Job Search Challenge
How do I communicate my search to those who can help?
And my skills to those who can hire?
Marketing One-Pager Workshop
© Tom Bobich 2011
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Communication Tools
 Resume
 30-second “Elevator Pitch”
 LinkedIn Profile
 Business Card
 Executive Profile
 E-Mail Signature
 Website
 Blog
 Marketing One-Pager
Marketing One-Pager Workshop
© Tom Bobich 2011
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Resume
TOM BOBICH
(925) 788-1920
[email protected]
EXECUTIVE SUMMARY
Successful Operating Executive with distinctive skills in leading teams to align execution with
strategy and deliver outstanding results. Demonstrated abilities include operations management,
service definition and delivery, team collaboration, and change management. Experience spans
wireless (AirTouch/Verizon), packaged goods (Clorox), and platform services industries (Visage
Mobile) in both start-up and mature corporate environments, with emphasis on service and
subscription businesses.
KEY ACCOMPLISHMENTS
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Led organization development and product definition for successful startup, including initial
services launch and introduction of major client products. Grew company to $25+M in sales
and 250+ FTE.
Spearheaded company-wide service delivery initiative to scale operations from start-up and
development mode to growth and operations focus. Achieved 98%+ on SLA goals.
Managed key client and strategic partner relationships, bridging organizational and cultural
issues to align interests, reduce issue backlog, and achieve operational excellence.
Involved all 9,000 company employees in launch of innovative service delivery effort.
Managed largest product launch in Clorox company history, achieving 150% of objective.
Advised Web 2.0 wireless content social networking company in launch activities
EXPERIENCE
MARKETURE GROWTH CONSULTANTS, San Francisco Bay Area, CA
2007 – present
Results-oriented marketing and operations services focused on complex service enterprises,
including wireless and clean tech. Client work includes Cox Communications, Cisco, and startups.
 Advised Cox Communications on product and operations considerations for mobile services
launch.
 Served as marketing lead for green services startup, defining and executing initial marketing
program.
 Led marketing message definition project for significant Fortune 100 services launch.
 Directed product and service definition project for Fortune 500 food service supplier,
Marketing One-Pager Workshop
developing 25+ concepts and finalizing 8 for market testing based on market insights and
© Tom Bobich 2011
business opportunity.
 Partnered with automotive products company to identify opportunities for “green” products.
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Executive Profile
Executive Profile
Tom Bobich builds service businesses by combining deep marketing
expertise with a GM’s sensibilities. Tom has 25+ years of hands-on
experience across consumer and technology industries in a variety of
business situations, ranging from startup to mature Fortune 500
companies and including both product and service businesses. He is
recognized for his “pattern recognition” and his ability to adapt key
learnings to new industries and challenges.
Tom is a principal in Marketure Growth Consultants, helping clients
develop breakthrough growth and product strategies. Previously, Tom
was the COO of Visage Mobile, a SaaS provider of back-office systems
and operations to the private label wireless (MVNO) industry. From 2002 to 2007, he helped
the company grow from its initial startup to $25+M in annual sales and 250+ staff and managed
all operations, including client relationships, product strategy and development, marketing and
PR, IT, and technical operations. Tom joined Visage as its first non-founder employee and, as
SVP of Marketing and Product Development, led the definition of the industry and the
company’s products, services, and supporting organization.
Prior to joining Visage Mobile, Tom spent seven years with AirTouch Cellular, joining the
company just before its spin-off from Pacific Telesis and helping it grow from four regional
markets to operations in 17 states. As Managing Director, Brand Development and Direct
Marketing, Tom developed and implemented the AirTouch brand. He subsequently led the
introduction of sophisticated customer relationship management capabilities and the company’s
market research function. In 1999, Tom spearheaded the introduction of the AirTouch
Promise, a unique service guarantee that improved customer service delivery, differentiated
sales efforts, and drove measurable brand preference for AirTouch. Verizon Wireless
subsequently adopted this revolutionary program after AirTouch operations merged into the
new national brand.
Marketing One-Pager Workshop
© Tom Bobich 2011
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Purpose of the Marketing One-Pager
Marketing One-Pager Workshop
© Tom Bobich 2011
Resume
Job
Interview
One-Pager
Networking
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Marketing One-Pager
 Developed by career coach Randy Block
– Revised by a number of others
 Supports and communicates your personal brand
 Summarizes your essence
– Who are you and what do you bring to your next employers?
– What do you do not that is relevant to your search?
 Supplements your resume (and other communication tools)
Adapted from Cultivate Consulting
www.cultivate.org
Marketing One-Pager Workshop
© Tom Bobich 2011
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Marketing One-Pager: Uses
 Introduce yourself for networking
 Define your search
 Help others help you!
Marketing One-Pager Workshop
© Tom Bobich 2011
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Marketing One-Pager
Guideline for Networking Conversations
Conversation Starter
Trigger for Networking Connections
Guide for Cover Letter
Behavioral Interview Prep
Marketing Summary
Job Description Competency Mapping
Adapted from Cultivate Consulting
www.cultivate.org
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© Tom Bobich 2011
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Marketing One-Pager
TOM BOBICH
(925) 788-1920
[email protected]
Professional Expertise
20 years of premier marketing, operating, and P&L experience, growing companies ranging
from start-up to mature with a focus in consumer-oriented and technology-enabled services.
What I Do
Grow service businesses by combining deep marketing expertise with a GM’s perspective
How I Work
Drive growth by aligning superior marketing execution with sales and operations activities.
Pragmatically unite strategy and execution to deliver outstanding results.
Success Stories

Grew company from pre-revenue to $25+M in sales as GM and COO.
Services Provided
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Marketing strategy and execution
Service / subscription marketing
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Measurable performance
Strategically-aligned execution
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Operations and P&L management
Business planning
Benefits to You
Target Categories and Companies
Technology-Based
Services
 Cisco
 Polycom
Marketing One-Pager Workshop
© Tom Bobich 2011
Wireless
 Clearwire
 Cellfire
Clean Tech
(esp. Smart Grid)
 eMeter
 Better Place
Alternative Energy
 PG&E
 SolarCity
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Does it work?
I'm a parishioner at CTK and noticed you are presenting this Thursday. You may
remember me, as I presented my Marketing One Pager (attached) last Spring at
SING, and you were very helpful. Safeway was on my target list, and just last
week I started a part-time contract at the Safeway Culinary Research center in
Dublin. I truly believe my One Pager was what opened the door. I sent it to a
colleague in the department who forwarded it to the 'powers to be'. It took quite a
few months to come together, but the match is perfect as Safeway didn't have
someone with my skills. I'm also still able to do other consulting.
I've shared the One Pager with several job seekers and helped them with
theirs. Its one of the most useful pieces I've used to market myself. Feel free to
use this as an endorsement!
Rosemary Mark
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© Tom Bobich 2011
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How Do I Prepare My One-Pager?
 Step 1: Review the template and its categories.
 Step 2: Prepare yourself for reflection.
– Where and when did I do my best work?
– Who was around me? What conditions were present?
– When was I bringing ‘my best self’ to the job?
What types of activities was I doing?
– What are my natural talents?
Adapted from Cultivate Consulting
www.cultivate.org
Marketing One-Pager Workshop
© Tom Bobich 2011
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How Do I Prepare My One-Pager?
 Step 3: Explore your differentiators.
– Considering what I know myself to be at the core or essence, what do I
want to shine through? How do I want others to know me?
– How have I distinguished myself from my peers?
– What is my management or leadership style?
– What have I done to further develop myself or the organizations that I have
worked in?
Adapted from Cultivate Consulting
www.cultivate.org
Marketing One-Pager Workshop
© Tom Bobich 2011
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How Do I Prepare My One-Pager?
 Step 4: Define Attention Grabbers
– What highlights of my career do I want to lead with?
– When someone asks me about an accomplishment that I am most proud
of, I tell them about ____________________ .
– Imagining myself at a barbeque with a group of colleagues and friends, we
reminisce about (insert ‘war story’ here) ________________ with a lot of
laughter and camaraderie.
Adapted from Cultivate Consulting
www.cultivate.org
Marketing One-Pager Workshop
© Tom Bobich 2011
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Looking at the One-Pager
TOM BOBICH
(925) 788-1920
[email protected]
Professional Expertise
20 years of premier marketing, operating, and P&L experience, growing companies
ranging from start-up to mature with a focus in consumer-oriented and technologyenabled services. Experience includes blue-chip companies such as Clorox, AirTouch
(Verizon), and Accenture.
What I Do
Grow service businesses by combining deep marketing expertise with a GM’s
perspective
How I Work
Drive growth by aligning superior marketing execution with sales and operations
activities. Pragmatically unite strategy and execution to deliver outstanding results.
Utilize clearly-defined plan to communicate to team, drive activity, and define success
metrics.
Marketing One-Pager Workshop
© Tom Bobich 2011
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Looking at the One-Pager
Success Stories








Grew company from pre-revenue to $25+M in sales as GM and COO.
Branded $1B company. Led development and introduction of AirTouch corporate
identity and achieved measurable brand preference among target customers.
Involved 9,000 employees in launch of breakthrough branding and service delivery
effort.
Led organization development and product definition for successful SaaS startup,
including initial services launch and introduction of major client products as SVP Marketing.
Managed largest product launch in Clorox history, achieving 150% of share goal.
Saved $17 million (70% above target) annually by consolidating advertising efforts.
Spearheaded company-wide service delivery initiative to scale operations from startup mode to commercial operations. Reduced overall operating costs by 40% and
achieved 98%+ service level performance.
Won multiple industry awards for successful advertising campaigns.
Marketing One-Pager Workshop
© Tom Bobich 2011
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Looking at the One-Pager
Services Provided




Marketing strategy and execution
Service / subscription marketing
New product strategy / launch
Client / partner management




Operations and P&L
management
Business planning
Media / analyst briefing
Team development
Benefits to You




Measurable performance
Strategically-aligned execution
Extensible experience – “pattern recognition” drawn from multiple industries
Cross-functional team leadership
Marketing One-Pager Workshop
© Tom Bobich 2011
Page 17
Looking at the One-Pager
Target Categories and Companies
Technology-Based
Services
 Cisco (service or
consumer elements)
 Polycom
Marketing One-Pager Workshop
© Tom Bobich 2011
Wireless
 Clearwire
 Cellfire
Clean Tech
(esp. Smart Grid)
 eMeter
 Better Place
 Chevron Energy
Services
 Echelon
 Itron
Alternative Energy
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PG&E
SunPower
SolarCity
Sungevity
Solyndra
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Summary
 Remember that the Marketing One-Pager is a personal branding
document.
 Use the One-Pager to spur conversations and trigger networking.
 To learn more:
Jennifer Ghelfi De Smedt
Chief Culture Officer
Cultivate Consulting
(650) 483-8682
[email protected]
Marketing One-Pager Workshop
© Tom Bobich 2011
Tom Bobich
(925) 788-1920
[email protected]
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