Christopher J.

McLaren
12535 50th Avenue N / Plymouth, MN 55442 / cmclaren17@gmail.com / 763.242.0930 / www.linkedin.com/in/chrismclaren

SUMMARY
Marketing and technology leader. 16 years of agency and corporate side experience. Carlson MBA with focus on Marketing and Innovation. Experienced digital marketing strategist, manager and business developer. Skilled at using new technology to overcome business challenges and deliver value innovation.

PROFICIENCIES
B2C & B2B e-marketing Marketing operations management Sales enablement through marketing technology Emerging technology product / marketing-as-service strategy Technology investment management e-CRM Innovation management P & L management

EXPERIENCE
Wunderman, a WPP agency, Minneapolis, MN Strategy & Planning Director September 2012-present

Member of 3-executive local office leadership team managing $12M digital marketing portfolio and team of 70 for Best Buy, including Print and Digital Insert, Email, SMS, Buyers Guides, Hispanic Marketing, In-store signage, Social Media, and other channels that drive ~ 60% of overall sales activity. Currently leading e-marketing strategy and planning initiatives for Best Buy and Coca-Cola, in collaboration with Wunderman staff in Chicago, New York, and Buenos Aires. Key Accomplishments: Own strategy and planning function for Wunderman Minneapolis, including practice definition, processes, documentation, methodologies, applications, etc. Spearheading process reinvention and offshoring initiative as Business Lead for Best Buys run-the-business marketing collateral, including Print and Digital Inserts. Leading effort to guide redevelopment of Coca-cola.com, Coca-Cola brands primary web destination. Developed 3 year strategic plan for Powerade brand. Own Business Development activity for Minneapolis office, targeting local and regional F500 clients. Gage Marketing Group, Minneapolis, MN Emerging Media & Strategy Director January 2009-September 2012

Lead team responsible for E-marketing strategy and planning and emerging media operations. Develop and help execute plans for well-known and respected national and international brands, including Walmart, Thomson Reuters, BMW, 3M, and Microsoft. Key Accomplishments: Define Gage Emerging Media & Strategy practice from end to end, from go-to-market strategy to pricing and execution Define Gages Strategy & Consulting offering; develop methodologies, deliverable archetypes and processes Define and manage execution of Gage Emerging Media offerings: Services: Outpost strategy and management, Social CRM - Monitoring , Measurement, Engagement, Content Marketing, Event Marketing, Analytics / Dashboards, Legal Services Software Integration: Promotions eCommerce Ratings & Reviews, B2B CRM, Loyalty and Community building, Content Curation, Collaborative and cross-channel marketing , Monitoring / Social CRM, Viral tracking / Earned Media Measurement, Advocacy modeling Custom Development: Custom Loyalty / Sweepstakes, Contests, Promotions, Training, Custom Facebook Applications, Dynamic live/social content display widgets, Social Media-technology mashups, Mobile Applications Development, WAP site enablement Media: Cross-channel campaign design and execution, Social Media Advertising in Twitter (Tweets/handles/ hashtags), Facebook (DirectServe, PPL, others), LinkedIn (InMail, Display ads), YouTube, etc. Define a Gage-proprietary methodology for goal setting, measurement, and reporting that enables cross-channel, cross-campaign, and portfolio-wide comparisons and ROI calculation Educate internal teams to bring best-of-breed solutions to Fortune 100 clients Conduct research and develop digital marketing plans for clients leveraging a mix of owned/earned/paid media; focus on leveraging emerging media channels and tactics, including CRM, social media and mobile Build team revenues from zero to 1.25 million revenue in year one; $2.3m in year two; on track for $4m+ year three

Christopher J. McLaren
12535 50th Avenue N / Plymouth, MN 55442 / cmclaren17@gmail.com / 763.242.0930 / www.linkedin.com/in/chrismclaren

Target / Target Technology Services, Minneapolis, MN Marketing Technology / EDGE Groups Business Consultant

August 2007-January 2009

Developed and managed system (people/process/tools) to prioritize $15-25 million project portfolio serving Marketing, Property Development, and Product Design & Development. Team collaborator on Emerging Media strategy. Led Virtual Store Environment pilot project. Collaborated to build and empower collocated and virtual technology team. Key Accomplishments: Developed Demand Management System for Marketing Technology / EDGE groups to facilitate analysis, prioritization and oversight of thousands of requests resulting in hundreds of development projects, sum of $15-25 million annually. Recognized company-wide as best practice for technology demand management. Co-authored process to define, staff, and fund $3M annual Marketing tech investments and road mapped investments for 2009-13. Fair Isaac, Minneapolis, MN Digital Marketing Senior Manager October 2003-August 2007

Led digital marketing practice for Fortune 1000 company. Defined strategy, goals, led development projects, managed staff, budgets, and vendors. Managed email, web, and search channels in collaboration with Events, Investor Relations, HR, ICN and Product Marketing teams. Collaborated with global marketing teams to create, enable and execute multichannel marketing programs. Key Accomplishments: Rebranded and rebuilt corporate website, working with C-levels and other key internal stakeholders. Managed execution by internal staff and external vendors. Introduced Enterprise RSS and Executive Video Blogs to facilitate progress reporting and create clear line of communication between executives and geographically dispersed direct reports. Implemented rules-based lead management system to create closed-loop sales process integrated with online and offline channels, maximize management oversight capability for ruled-based, multiple-touch campaigns. Developed cross-enterprise search pay-per-click, organic, and online PR management capability. Product Management Manager Product manager for myFICO.com, Fair Isaacs B2C personal credit management eCommerce division. Key Accomplishments: Directed CRM development, growing revenues from $500K to $2.2M in 1 year; Transformed email to CRM strategy centerpiece Built marketing team with control over messaging and presentation across search, email, site, and affiliate that increased revenues from $20 million to $50 million + in 3 years Led site additions and improvements that increased site conversion rate from 6% to 13% over 3 years Instrumental in product development/marketing initiatives that increased revenue/customer from $25 to $38 in < 2 years Increased marketing teams total revenue share from 10% to 40% in < 2 years Introduced various market research techniques, including customer database research and online surveys to inform decisionmaking in product development and online marketing Advocated initiatives to improve user experience; reduced site-related customer service calls by over 80%

EDUCATION
University of Minnesota - Carlson School of Management, Minneapolis, MN Master of Business Administration Emphases: Marketing, IT Management, and Entrepreneurial Studies University of Wisconsin, Madison, WI Bachelor of Arts English; Bachelor of Fine Arts Graphic Design May 1995 October 2008

MEMBERSHIPS & SPEAKING

Presenter, Mobile: International Case Study MobileMarch Twin Cities (2012) Presenter, Microsoft and The Business of Social Media, Minnesota Interactive Marketing Association Summit (2011) Presenter, Social Listening and Engagement for Business, Salesforce.coms Cloudforce Conference (2011) Member, American Marketing Association Minnesota chapter Former Instructor, Brainco School of Advertising Mentor, U of M School of Visual Journalism