Kevin G.

Johnston

310.936.7642

promoman@gmail.com

linkedin.com/in/kevinjohnstonmarketingleader

Marketing Leader
Performance driven in-the-trenches marketing executive skilled at building entertainment and technology
brands, maximizing product life cycle performance and driving new business initiatives on a global basis.
Experienced at developing and motivating high-performance marketing teams while crafting the master plan
that delivers projects on-time and under-budget. Proven ability to identify a clear strategic vision and execute
growth strategies in diverse fast-paced environments. Known for dynamic campaigns that emphasize digital
marketing, engagement and retention across all consumer touch points. Collaborative, entrepreneurial,
customer-focused with a passion for growing the business.

Skill Sets
-Social Media/Email
-Customer Acquisition
-Research &Testing
-Project Management
-SEM/SEO/PPC/CPA

-Go-To-Market Messaging
-Website Analytics
-Product Management
-Sales Development
-Planning & Negotiation

-Ecommerce
-Brand Loyalty
-Team Mentoring
-Strategic Partnerships
-Impactful Promotions

- Brand Development
-Marketing Strategy & Tactics
-Agency/Vendor Management
-Event Management
-Innovative Entrepreneurial Mindset

Professional Experience
Integrated Marketing Director
Four Lights, LLC, Las Vegas, NV

2013 to present

Design & implement integrated brand marketing and customer acquisition programs utilizing A/B split testing and multivariate
testing across all website landing pages, digital banner ads, email campaigns, UI designs, Android Apps, etc. to provide the best sales
conversions and customer experiences using performance data and metrics reporting as our road map.
Spearhead launch of multi-player online game Defenders of Time with media planning, press tour, key reviews and sales promos.
Brainstorm and execute fast-paced digital strategies to validate the new product offerings.
Focus on brand identity, customer development, website launches, product development, rapid proof-of-concept testing in digital
marketing and go-to-market strategies, social media campaign architecture, retail merchandising and event management.

Marketing Communications & Planning Manager

2010 to 2013

Sony Electronics, Inc., San Diego, CA

Directed Marcom Strategy and Planning, budgeting & forecasting for Sonys Home & Personal Audio Divisions with a diverse product
assortment including the 3DTV Personal Viewer, Sony Internet TV powered by Google TV, BRAVIA TV, Sony Car Audio, Sony
Walkman, Digital Voice Recorders, Baby Monitors, iPod/iPhone/iPad Speaker Docks, NFC Bluetooth Wireless Speakers & Headphones
and the Sony Home Share System.

Directed and motivated the Brand Activation implementation teams (Media Buying, PR/Social Media, Messaging, Digital, Sony
Direct, Retail Merchandising, Experiential Events, Research, CRM and Creative Services) and collaborated closely with the cross
functional experts insuring activities and programs were on strategy and met agreed upon timelines. Expert at keeping project
workflow moving.
Collaborate with Key Account Managers to design & develop exclusive sales programs and interactive technical
merchandising displays for major accounts and Big Box Retailers including Sams Club, Walmart, Target, Best Buy, and more.
Work with the regional sales and marketing teams to assess the performance of existing merchandising solutions and areas
for improvement
Oversee all aspects of Smart TV content partners relationships for distribution of their OTT and IP Video services and content
offerings. Develop joint marketing initiatives & success metrics for BRAVIA and Sony Internet TV powered by Google TV.
Coordinated all research studies including customer segmentation, retail merchandising fixture effectiveness and product
feature competitive analysis utilizing focus groups, out-of-box experience studies, intercept surveys and online polls.
Work with Design and Procurement to identify suppliers with capabilities to meet aggressive goals, schedules, and cost requirements
Designed the record-setting Facebook, Twitter, YouTube, Klout, Instagram, and Pinterest campaign for Walkman resulting in
over 84 million impressions.
Implemented a web performance Leaky Bucket Report issued every 8 hours to more closely monitor web traffic and conversion
rates; also deployed an automated cart-abandonment email program that boosted revenues by over $2 Million in first year alone.
Won Presidents Project One Award for Gen-Y marketing program that united all Touch-Points with Social Media & College Reps.
Created and maintained the business summary and budget reports presented to the senior leadership team for Strategic Planning.

Online & Offline Marketing Consulting

2007 to 2010

SpeedoUSA.com/Warnaco, Inc., Los Angeles, CA

Provided team leadership and breakthrough customer acquisition, retention and optimization strategies including best practices, ROI
analysis, and industry trends for iconic swimwear manufacturer; drove increased revenue with new cross-selling programs while
elevating the Speedo brand awareness and promoting brands heritage to new youthful audiences.

BikeBandit.com, San Diego, CA

Directed the 4 person marketing staff through a web site redesign master plan to maximize conversion rates and average order value
with emphasis on A/B multivariate testing resulting in a 64% increase in site searches and a 50% Home Page bounce rate reduction
which led to further shopping cart enhancements and a speedier checkout process while incorporating PayPal for a younger customer
base; achieved an all-time sales record exceeding $1 Million in e-commerce sales in one week.
Utilized Google Analytics, Omniture, Web Trends and Hitwise reporting for site improvements and enhancements as well as Certona
and Endeca product recommendation software to boost average order size and stimulate specific category sales.

G4TV/Comcast Entertainment Group, Los Angeles, CA

Crafted brand positioning strategies and drove the tactical execution for the launch and development of the new G4TV.com video gamer
website including recommendations for SEO, SEM, A/B Testing email newsletters, program alerts, and overall CRM best practices.
Educated and directed the marketing staff through a new social networking roadmap including the build out of G4s Twitter presence,
Facebook pages, TV Host Blogs and YouTube channels which increased Twitter followers from 6 to over 900,000 in six months.

eForce Media, Inc., Santa Monica, CA

(Start-Up)

Conceived and executed comprehensive online lead generation programs that incorporate email and display ad design, landing
page layout, consumer data capture, SEM, SEO, affiliate programs, media buying, A/B multi-variant testing, upsell & cross-sell offers
using insightful trend and data analysis with performance tracking. Team Leader for the Technology Vertical supervising a staff of 6.

Encore Software, Inc., El Segundo, CA

Managed PC Games product development & marketing strategy and execute new product launches for Number 1 Family
Entertainment PC Game Publisher including Monopoly, Scrabble, Wheel of Fortune, Jeopardy!, Game of Life, Risk, Clue, Axis &
Allies, MMOG hit Defcon, Hoyle Casino.

Director of Marketing
Velocity Services, Inc., El Segundo, CA

2003 to 2006

(Start-Up)

Designed, implemented online and offline marketing & promotion plans for top rated Private Label Internet Service for a diverse
list of partners including All Major League Baseball Teams, All Arena Football League Teams, Neopets, NASCAR, The Professional
Bull Riders, Labor Unions in the AFL-CIO, non-profits such as Greenpeace, Universities including Notre Dame and many more.
Instrumental in securing the Major League Baseball & AFL-CIO contracts for the company which grew from a tiny start-up.
Created, tested, and implemented new subscription models and opportunities to build and grow the online businesses including an
extensive New Member Incentives & Benefits Program that increased profits and created momentum for a Member-Get-A-Member.
Responsible for hiring, managing and motivating the product management, marketing & media staff of 40 as well as effectively
managing customer relationships including regular client status updates and reporting to the Board of Directors & stockholders.

Product Manager

1999 to 2003

Interplay Entertainment Corp., Irvine, CA

Designed advertising, publicity, marketing and merchandising plans for new PC, PlayStation, Sega and Nintendo releases
go-to-market strategy including product positioning and product requirements documentation for All-Time Best-Selling PC Games
including Star Trek Starfleet Command: Empires at War, the #2 Space Combat Simulation with 130,138 units sold for a total dollar
volume of $4,440,812 and Icewind Dale, the #14 Role Playing Game with 317,943 units sold for a total dollar volume of $11,316,877.

Managing Director
Promotion Man, Inc., Hermosa Beach, CA

1997 to 1999

(Start-Up)

Developed exciting interactive multimedia promotions, electronic press kits, Shaped CDs, CD Business Cards, CD Premiums
that created brand awareness, stimulated Internet traffic and drove e-commerce revenues. Clients included Microsofts X-Box
Halo launch.

Marketing Programs Manager

1995 to 1997

IBM Multimedia Studio, Santa Monica, CA

Spearheaded the marketing workflow process and timeline for all new CD-ROM releases that included best-selling: World Book
Encyclopedia, Friendly Forest Reading Club, Voice-Activated Pinocchio Movie Game, The Jungle Book Movie Game, ER,
Aerosmith's Quest for Fame, IBM's All-Star College Football, NFL Pro League Football and more.

Marketing Programs Manager

1993 to 1995

Time Warner Interactive, Burbank, CA

Won Summer Consumer Electronics Show CES Marcom 1st Place Award for Best New Product Introduction.

Education
Bachelor of Science; Marketing/Advertising
University of Illinois, Champaign-Urbana