J OHN L.
H ENRY  973.941.1997 7 Stafford Drive  Madison, NJ 07940 
Seasoned Executive with proven success in developing and implementing integrated marketing strategies to position US and global companies for growth and competitive edge. Expertise includes brand management, digital marketing, customer segmentation, strategy development, leads generation, customer acquisition and retention, public relations, social media, communications, partnerships, and new market entry.
 Repositioned AT&T brand. Changed the perception of the AT&T brand with college students from “old and stodgy” to “youthful and contemporary,” increasing adoption and usage of AT&T Universal Credit Card and Mobile Services.
 Improved market share position. Established market share metrics and leveraged industry benchmarks across key franchise companies. Redirected $20M marketing spend, gaining buy-in from franchisees for coordinated investment.
 Led turnaround of marketing efforts, propelling business from concept stage to $12M annual revenue in 2 years.
 Protected 80% market share as member of team, revitalizing an iconic Fortune 100 brand. Enhanced sales channel process and call center capacity, increasing monthly customers from <300 to 180,000 in 1 year.
 Strategic marketer who draws upon solid systems and operations background to champion customer-centric solutions. Dynamic, motivational leader with track record of recruiting, mobilizing and coaching high-performance teams to exceed goals.
P
E
C ARON T REATMENT C ENTERS , N EW Y ORK , NY 2012 – Present
EVP, Chief Marketing Officer
 Identified key customer segments through needs and interest research improving understanding of shopping and purchase behaviors.
 Developed brand identity guidelines to ensure consistency of brand voice, tone, logo and message.
 Increased Caron’s brand awareness and preference metrics through multimedia brand campaign utilizing digital, social, PR, television, billboard, and radio.
 Grew patient census and revenues via highly targeted online and offline campaigns focused on females 25-59 with higher household incomes.
 Improved results of business development team through improved prospect targeting, development of a Caron sales app, consistent results management and increased frequency of training.
 Positioned Caron as the voice of the treatment industry leveraging primary research factoids and surveys garnering strong interest from industry and media.
R EALOGY C ORPORATION : CENTURY 21 REAL ESTATE, LLC, Parsippany, NJ
Group Vice President, Brand Management, Franchise Marketing, Public Relations, Social Media and Communications
 Instituted systemic brand advertising applications ensuring consistent use of brand messages and marks across franchise system.
2010 – 2012
 Leveraged online video across multiple social media channels to launch viral brand advertising campaigns.
 Positioned CENTURY 21 as voice of the real estate industry through use of earned media programs and applications, branded YouTube.com channel,
Facebook page, branded blog, Twitter, Pinterest, and traditional PR pitches.
 Significantly increased open and click through rates of internal communications to employees and franchise system members.
 Generated more than 1B earned media impressions by leveraging iconic media opportunities such as Super Bowl, U.S. National Soccer Team sponsorship, and 2012 Olympics.
 Improved the volume and quality of new franchise acquisitions through selective targeting, dynamic direct marketing, and guerilla marketing techniques.
 Introduced social marketing campaigns and tools designed to stimulate conversations and interest in CENTURY 21 services.
Vice President, Field Marketing
Led 5 Regional Marketing Teams who provided marketing consultation to more than 2,400 individually owned/operated U.S. companies.
2006 – 2010
 Improved market share through segmentation of top 25 markets, 250 new lead generation programs and brand initiatives.
 Managed relationships with key franchise owners and implemented new business intelligence technology.
 Established value-added alliance with preferred vendors.
 Streamlined department and designed/implemented creative strategies to maintain profitability during market downturn.
Vice President, Strategic Marketing
Led Marketing Strategy Team aligning cross organizational initiatives with key business objectives.
 Migrated marketing spend away from mass media to targeted online sites increasing consumer lead generation by 93%.
 Negotiated partnerships with key real estate distribution partners improving quality of consumer leads and brand preference.
 Key role in re-energizing CENTURY 21 brand and fully integrating regional efforts into national marketing organization.
 Harnessed $20M joint corporate-franchisee marketing budget, prioritizing investment based on key social and demographic data.
PLANETSERVICES.COM, Herndon,VA
Principle/Vice President, Marketing & Sponsorships
 Reported to CEO; Key contributor in securing VC funding, capitalizing on deregulated energy environment.
 Managed $8M online marketing budget. Co-led website development team driving creative and navigation direction.
 Built 6-member director/manager team responsible for increasing website visits and solidifying partnerships.
 Created acquisition channel, contracting 125+ partners, including world-class service providers (AT&T, Verizon, Comcast).
 Implemented consumer incentive programs, increasing online visits by 18% and sales by 28%.
 Instrumental in reaching $12M annual revenue. Held C-level responsibility as company was divested during downturn.
2002– 2006
2000 – 2002

AT&TCOMMUNICATIONS,INC.,BaskingRidge,NJ 1 988 – 2000
Held marketing leadership positions of increasing responsibility; member of team focused on repositioning mature, conservative AT&T brand with focus on new technologies, product development, innovation and customer intimacy.
District Manager, Local Services Product Management, 1999-2000; District Manager, Integrated Services, 1997-1999; Marketing Manager, College & University
Market, 1993-1997; Account Executive, Consumer Sales Division, 1988-1993 .