Rob Fields

rafields [AT] gmail [DOT] com | @robfields | http://robfields.com

Award-winning, bottom-line focused marketer, culture-savvy researcher and event producer with a passion for activating brands through a keen understanding of contemporary culture, social media and content strategy, and experience across multiple industries seeks opportunity with forward-thinking company equally excited about where marketing is heading. Key Expertise Business Strategy Market Research Content Development & Curation Community Building

Social Media Marketing Experiential Event Planning Guerilla Marketing Multicultural Marketing

Alliance & Business Development Fundraising & Partnerships PR & Media Relations Client Relationship Management

Marketing Experience
The Brand Activation Association (formerly the Promotion Marketing Association) Director of Content April 2013 Present New role developed to support the organizations rebranding and repositioning. Initial focus on building affinity and awareness to drive new membership leads, data capture, and fresh, shareable content that positions BAA as a leader in the evolution of the marketing industry. Leading the association into social media with an aggressive schedule of Google Hangouts, Twitter chats & offline events. The Promotion Marketing Association, Inc. Director of Programs & Research July 2005 March 2013 Responsible for producing online and offline events, products and services. Provide P&L and marketing management, as well as oversight of related sponsorship and research efforts. 2012 Digital Shopper Marketing Summit: Planned and produced all aspects of popular marketing industry event, which delivered 34% over-revenue. Association Research: Led two game changing shopper-marketing studies that expanded the category, signaled the start of the organizations rebranding, and were published in Brandweek in 2008 and 2009. Annual Conference Resource Book: Conceptualized, marketed and managed development of annual conference playbook, which resulted in ad sale-profits. REGGIE Awards: Managed entry process for 350+entries, 2 rounds of judging and led sales efforts that exceeded goals by 50% over year prior. Annual Marketing Conference: Developed and managed a 3-year partnership with Yahoo! that yielded $120,000 in revenue. The Dudley Group, Inc. January 2004 May 2005 Senior Marketing Consultant Oversaw a Promotion Marketing Association/Northwestern University research study on integrated marketing ROI. Managed the relationships with sponsors, and oversaw Northwestern research associates, third party research vendors, data analysis and development of final deliverables. o Successfully sold nearly $150,000 in study sponsorships to senior executives at Visa USA, Unilever HPC, Kraft Foods, Kimberly-Clark, and Loews Cineplex. UNIWORLD GROUP, INC. (a WPP affiliate) New York, NY. July 2002 July 2003 Account Supervisor Sourced, structured and negotiated Burger Kings $750,000 sponsorship of the 35-city 2003 Scream Tour 3. Managed Burger Kings $500,000 presenting sponsorship of the 25 -city 2003 UniverSoul Circus Tour. Oversaw development and implementation of in-store, consumer elements for all programs including POP, discount coupon programs, sweepstakes, web sites and related in-market events. o 13% increase in brand affinity measures among African-American youth target o Media for Scream Tour generated over 180 million impressions RENEGADE MARKETING GROUP, INC. (a Dentsu affiliate) New York, NY. Account Supervisor, Guerrilla Services. August 1999 March 2002

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Agency lead on IBM developerWorks (an online resource targeting software developers), as well as ongoing event work for Panasonic. Managed $2 million annual guerrilla marketing budget. o Oversaw production of 12 events over a two-year period in Silicon Valley, Boston and Seattle that were conceived to integrate IBM into the developer community and improve software developers initial low opinion of the IBM brand. o Senior member of the team whose work resulted in IBM being named one of Brandweek Magazines 2001 Guerrilla Marketers of the Year. o Exceeded Web site registration goals by 30%.

RONIN MANAGEMENT, INC. New York, NY. June 1996 July 1999 President. Spearheaded self-distribution efforts for Bridgett M. Davis' debut feature, Naked Acts. Planned and oversaw all marketing, which included grassroots and Internet marketing, targeted publicity, strategic advertising aimed at African-American women. Secured corporate sponsorship of the films premiere from AXA Financial. o Theatrical release of Naked Acts returned 60% on its initial marketing investment. Sold sponsorship packages to Sony and Polo Ralph Lauren for the 1999 Urbanworld Film Festival. KINDRED SPIRITS PRODUCTIONS. New York, NY. December 1994 June 1996 Associate Producer and Publicist. Planned and executed PR campaign for Bridgett Davis independent feature film Naked Acts. o PR efforts raised over $150,000 in production financing from private investors. o Key PR placements in The New York Times, The Wall Street Journal and The Washington Post BLACK ROCK COALITION. New York, NY. June 1992 - May 1994 Director of Public Relations Oversaw all industry and media outreach for this non-profit arts organization dedicated to providing community and support for black rock and alternative musicians. CAPITOL RECORDS. New York, NY. Associate Director, Publicity & Media Relations. May 1994 December 1994

Culture, Content & Media Development Experience

New Black Imagination Festival/nbifestival.org Chief Curator & Producer October 2011 Present Conceived and produced this arts & culture festival that celebrated forward-looking, global black culture. In its first 2011 season, 200 people experienced 14 sessions, 25 speakers and 4 musical performances drawn from the arts, culture, media and business. o Crowd-sourced festival funding; managed P&L and yielded year-one net profit Bold As Love Magazine/Boldaslove.us Publisher & Editor 2007 - Present Oversee all aspects of this online magazine dedicated to progressive arts & culture, including music, books, film and theater. The site attracts approximately 5,000 views per month, and was an Ebonyjet.com Editors Pick in 2009. o Designed, fielded and analyzed a 2010, detailed audience survey that received 300+ completes and helped highlight the psychographic nuances of our readers.

Education
CARNEGIE MELLON UNIVERSITY, Pittsburgh, PA. B.A. in Professional Writing.

Honors
2012: Invited to TED2012

Public Speaking

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Panelist for Pew Center for Arts & Heritage (2013/2012); SXSW Music panelist (2009/2010); Panelist @ Indiana Universitys Black Rock Conference (2009); CMJ Music Marathon panelist (2009)