Kevin R. Smith:
Strategy | Branding | Interactive | Design
4501 W. 33rd Ave. – Denver, CO 80134 – 303.408.2957 – kevinrsmith13@gmail.com
Executive Summary
I am a systems-thinking professional with over fifteen years of international brand and marketing communications
experience – in both agency and in-house positions.
My history stems from strategy development and implementation, marketing and brand development, and integrated
internal and external communications across all media types – digital and traditional.
My strengths are anchored in my ability to understand, explain, and illustrate complex systems, develop and deliver
effective communications strategies, and achieve results through innovative brands and marketing.
Core Competencies
STRATEGY
 Planning / Visioning
 Positioning / Core Messaging
 Market Segmentation / Targeting
 Large Scale Marketing Programs
 Enterprise Social Media
COMMUNICATIONS
 Integrated Marcom
 Web, Print, Social, and Multi-media
 Internal / Intranet Communications
 Information Architecture & Usability
 Integrated Messaging Development
BRANDING / M ARKETING
 Brand Development & Management
 Campaign Development & Management
 Market / Product / Solution Ideation
 Design Process Management
 Experiential Marketing
Evolution
SYSTEMIC – Parker, Colorado. 2005 – Present
Principal, Owner, and Consultant - Founder and lead consultant for strategic brand and communications consultancy.
Key Achievements:
 Senior Strategist – Brand strategy consultant for Leopard | Ogilvy supporting IBM Smarter Computing
 Agency of Record – Halker Consulting LLC. Complete brand strategy & marketing communications for energy engineering firm
 Agency of Record – Tosan, Inc. Complete brand strategy marketing & communications for professional services agency
 Author, The Shellfish Manifesto – A proven methodology for building a sustainable brand. (Currently seeking literary representation)
 Developed “Open Source Communications” methodology which integrates segmentation, messaging and scalable brand
management across large and complex marketing and communications systems
 Strategy planning facilitation for Anabliss Strategy + Design – a leading Denver brand agency
CH2M HILL – Englewood, Colorado. 2007 – 2010
Enterprise Lead - External Communications and Brand Management - Enterprise brand development and marketing
communications strategy leader for Fortune 400 global Engineering, Procurement, Construction and Consulting organization
delivering programs such as the Panama Canal Expansion, the London 2012 Olympics. Responsible for all web, print and
multimedia external communications.
Key Achievements:
 Facilitated creation of company’s enterprise strategic messaging through a process driven cross-business-group leadership team.
 Complete creative and project management of corporate web site redesign to include platform and CMS strategies, social media
functionality, persona usability testing, and information architecture.
 Architected modular, scalable, template-based print and digital communications system to allow regions and business units to create
branded, integrated materials that were focused to specific audience needs.
 Developed and deployed enterprise wide social media strategy, legal policy and trainings to include ten global business units.
Director, Internal communications
Key Achievements:
 Established and deployed internal brand standards across company's intranet and office print items to drive integration and increase
usability and understanding for employees.
 Designed, produced, and deployed a multi-media, integrated communications solution for global business development program.
 Architected CH2M HILL University Brand standards to support six online colleges and their subsequent courses.
TeleTech Holdings, Inc – Englewood, Colorado. 2005 – 2007
Director, Global Marketing Communications
Director of $1.2B global business process outsourcing organization with 50,000 employees in 18 countries. Directed internal team and
multiple vendors to deliver integrated, brand-based, value-driven marketing communications for global internal and external audiences.
Key Achievements:
 Large-scale internal, and external deployment of Open Source Communications methodology generating value-driven content, brand
application and management, and complex collateral, web and demand generation.
 Direct collaboration with CEO and Chairman in support of analyst and investor communications and positioning.
 Concepted and deployed a scalable, templated, digital, print and environmental support program for Client-Immersion programs
responsible for over $180 million in closed revenue. Repurposed same theory and resources into a global site-visit program to extend
a managed brand across more than 75 service delivery centers around the world.
Time Warner Telecom – Denver, Colorado. 2005
Sr. Manager, Corporate Communications
Primary management of all marketing communications strategy, planning, and program execution for one of the nation’s largest
business networking providers.
Key Achievements:
 Concepted and managed Lucent co-branded, multi-touch point, 3-D direct mail campaign currently resulting in a 32% meeting rate,
and 40% close rate on an average $20K monthly recurring revenue average service.
 Re-tooled second phase of existing On-net building campaign and added property manager marketing channel, all achieving 10%
increase in market penetration
StarTek, Inc. – Denver, Colorado. 2004 –2005
Director, Marketing Communications
Complete process ownership of brand development, value propositions, and integrated communications strategy across 11 North
American locations for 7000 employees in a 265 million annual revenue company.
Key Achievements:
 Received a 2005 Platinum MarCom Award for authoring “Broadband Service Strategy” whitepaper.
TOSAN, Inc. – Denver, Colorado. 2002 –2005
Sr. Director, Strategy and Communications
Sr. Director and partner for business performance consulting firm in charge of business development, marketing and strategy.
Complete process ownership of company re-branding, market segmentation, product development and communications planning, and
business development strategies based on target growth objectives.
Key Achievements:
 Developed and managed co-branded, integrated solutions offering and go-to-market strategy with strategic alliance partner
BusinessGenetics to increase offering value and expand viable client pool.
 Designed vertical market strategy to leverage successful case work into entire Power Generation industry. Successfully established
TOSAN as performance improvement thought leader through speaking engagements, publishing and case work in national
publications, electric utility portals, and various advisory roles in industry regulatory circles and alliance committees.
 Designed, marketed and project managed national research study to include such organizations as First Data Corp., Raytheon, Level
3, Navigant and Lafarge NA to promote cross industry market entry. Research engagement established vendor-client relationships
resulting in project-based revenue and ongoing RFP, RFI, and RFQ scheduling.
Stratecom – Boulder, Colorado. 2000 – 2003
Sr. Account Director / Strategy & Brand Consultant
Lead strategy and brand consultant, and Senior Account Director for one of Denver’s largest strategic marketing
communications agencies for accounts such as Sun Microsystems, Qwest Global Business, Ball Aerospace, and Rhythms Net.
Key Achievements:
 Complete project management of InfoExpress, the Sun Microsystems Service customer newsletter. Successfully increased web
distribution of newsletter content thereby reducing print and distribution costs of international, translated newsletter.
 Lead account director for all agency Qwest Global Business Markets projects. Managed Qwest brand standards across various
support collateral projects, web development, direct campaigns, multi-media projects, and event materials to support international
business to business VPN, and network solutions.
[WORK HISTORY PRIOR TO 2000 AVAILABLE UPON REQUEST]
Education
BFA Media Arts - University of Arizona - Tucson, Arizona – Media Arts, Marketing & Distribution
MSM Organizational Development and Strategic Leadership – Regis University, Denver – Graduate 2012
BMA - Business Marketing Association – CBC Marcom Workshop 2001
Interaction Associates Facilitator Certified - 2009