John Baker

John Baker

Chief Marketing Officer at Mirum Agency
San Diego, United States

About me

* Digital marketing professional with strength in direct marketing and application development.

* Extensive agency experience in business development, client management, developing relationships with parent agencies, network integration and new office start-ups.

* Experience with multiple entrepreneurial ventures including 4 interactive agency offices (iris Digital London, Organic London, Organic New York & Modem Media) and over 11 clients ranging from Virgin Games to boo.com.

* International experience from living in London and France, global agency management (JWT, iris, Proximity, Organic) and doing consulting work globally.

Specialties: Internet Strategy and Marketing, Advertising, Client Management, Business Development, Understanding of Application Development and Systems Integration

Positions

Chief Marketing Officer
Mirum Agency
January 2015 - Present (5 years 6 months)
Responsible for the marketing and business development teams of Mirum globally.
President, dotJWT
JWT
Belgium
July 2011 - January 2015 (3 years 6 months)
Building JWT's digital capability by focusing on top global clients, creating global programs and improving integration of our digital subsidiaries.
President, Client Services, New York
JWT
Belgium
November 2010 - November 2011 (1 year)
Leading a portfolio of accounts and looking at how Client Services works across the agency.
Regional Digital Director -- Americas
iris worldwide
December 2009 - November 2010 (11 months)
Member of the regional management team focused on providing clients digital strategy, growing Digital team and improving quality of integrated work across 4 offices (New York, Miami, Atlanta and Portand).
MD
iris Digital
February 2008 - January 2010 (1 year 11 months)
Joined company to carve out iris Digital from iris London, build a full management team and establish a separate P&L. In 2007, the team was 8 people and average project size about £45k. By the end of 2008 despite the contracting market we had grown to 50 with £3.9m fee income and 15% EBITDA margin. We built a full client services team, hired creative and technical directors, and set up digital tools to improve efficiency. In 2009 the growth was maintained with just under £7m of revenue, a team of 70 and over 10% margin.
Managing Partner, OgilvyOne London / OgilvyInteractive
Ogilvy
February 2006 - February 2008 (2 years)
Head of OgilvyInteractive, London
Joint-Client Services Director, OgilvyOne London

Recruited to OgilvyOne to build out digital capability within the OgilvyOne team and support integrated solutions across Ogilvy Group clients. During my second year OgilvyOne was named direct marketing agency of the year due in part to digital wins on Unilever (Vaseline, Comfort, Flora), BrandRepublic and BP (TargetNeutral, CastrolIndex) that I ran personally. Managed DM and digital client service teams including Cisco Systems integrated account. Recruited DMA E-mail council member to form E-Mail practice. Added Experience Planning in the integrated strategy team with former Organic colleague. Part of team that launched Redworks, a low-cost integrated production offering. Recruited Business Partner for American Express who is current Head of Digital for OgilvyOne London.
Consultant
BzzAgent
November 2005 - February 2006 (3 months)
Worked with BzzAgent to define how to present their network of volunteer brand evangelists as a word-of-mouth media channel. Created an agency partnership contract, sales presentations and internal documents. Presented to agency partners to develop launch parternships.
Consultant
Jets.com
October 2005 - February 2006 (4 months)
Consulted with Jets International (then Charter Auction) on branding, site experience and syndication of empty leg availability.
Founder, Sales & Marketing
AzureAviation
October 2004 - November 2005 (1 year 1 month)
Worked with brother to commercialize a flght scheduling and operations management application for Part 135 air taxi operators with goal of doing affiliate marketing of "empty leg" repositioning flights. Created new branding for AzureAviation, directly sold 7 platform clients to prove model and sold 3 web integration projects. Completed legal work on $600k in financing with third partner but didn't secure funding. Spoke at industry conference in Montreal.
Worldwide Digital Champion
New York, United States
December 2003 - October 2004 (10 months)
Appointed by the Proximity Worldwide board to be one of two discipline champions across the global network. Worked alongside Fred Koblinger, Creative Champion and CEO, Proximity Austria, to push discipline expertise. Organised first worldwide digital leadership conference in London and created electronic tools for increased communication (distribution lists, case study archives, knowledge sharing). Supported pan-European and global pitches including HSBC, SCA and Ideal Standard. Spoke at client conferences in London and Norway.
Head of Digital
London, United Kingdom
January 2003 - September 2004 (1 year 8 months)
Was recruited while working on sale of Organic London office and based on BHWG Proximity / Organic partnership in 1999-2001. Managed Digital team of 20 in a discipline leadership role to increase digital marketing business and quality of digital campaigns. Member of agency board. Led team to win largest digital account (Royal Mail). Worked across key accounts including TV Licensing, Shell, and VW. Restructured team to focus digital leadership on producer role, supporting existing account teams. Added accountability through account P&Ls and revenue goals and regular work reviews across all team members active in digital accounts. Elected member of the UK Direct Marketing Association E-mail Council and Institute of Direct Marketing Digital Board.
Partner
Agency.com
July 2002 - September 2002 (2 months)
Brought over BT account and core team as part of Omnicom-led agency consolidation caused by internet contraction. Managed transition and established the account before choosing to join former partner agency Proximity.
Managing Director, London
Organic
January 1999 - August 2002 (3 years 7 months)
Openned Organic London office based on two client wins (HP & boo.com). Managed relationships locally and did production in New York office until busines grew to fill out production positions locally. Developed partnerships with Omnicom agencies (BHWG & DAS network) leading to win of BT.com as cornerstone account. Managed growth without acquisition from 2 to over 100 professionals including adding local infrastructure for going public (OGNC) as a network in 2000. Setup a German acquisition to support DaimlerChrysler work and conducted due dillegence on potential London acquisitions. After the market bust, completed downsizing back to 30 professionals by managing people out of the business and only a single set of forced redundancies. Managed transition of BT relationship and team into Agency.com London over 3 month period as co managing partner alongside Andy Hobsbawm.
Director of Strategic Services
Organic New York
June 1997 - January 1999 (1 year 7 months)
Joined Organic New York as part of 5 person office start-up. Initially in Business Development for 6 months, I replaced myself to create the Strategy group (including market research) and grew it from 1 to 15 people over 2 years. Account wins included Hollinger, AutoConnect, Gateway Computers, Barnes & Noble, BMG Music and Chase Manahatten Bank.
Account Manager
Modem Media
July 1995 - June 1997 (1 year 11 months)
MBA Intern and part-time consultant until hired full-time in August 1996. Worked primarily on AT&T and supported GM O'Connell on developing speaking presentations, Peter Massey with internal managerial accounting tools and Doug Ahlers with business development.
Consultant
Associates for International Research, Inc.
December 1989 - May 1994 (4 years 5 months)
Did expatriate cost-of-living surveys and analysis for global 500 companies. Conducted in-country research across over 75 cities to determine living allowances, housing allowances, and hardship policies. Spoke at quarterly training conference. Was promoted to the Housing Department and developed database-driven systems to support market analysis.

Education

MBA, Entrepreneurship & Marketing

September 1994 - July 1996 (1 year 10 months)

Dual-BA, Economics & French

September 1984 - June 1989 (4 years 9 months)

Diplôme supérieur d'études françaises, 3ème Degré

1987 - 1988 (1 year)
Mention: Tres Bien

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