Online Entertainment Marketing â€¢ Brand Management â€¢ Marketing â€¢ Business Development
An entrepreneurial, results-focused professional providing creative direction and marketing expertise through online media sales, online campaign creation, strategic retail partnerships, mass media advertising and special events. Backed by a successful history developing and implementing national retail, lifestyle marketing and advertising campaigns; business to business and business to consumer marketing programs; retail events, and effective co-op marketing programs. Builds and maintains strong business relationships with customers, clients and co-workers. Proficient in all areas of general marketing management, including brand management, retail co-op, cross promotional ties-ins, inflight marketing, media sales and programming, product advertising strategies, and total product definition, areas of expertise include:
Marketing – Advertising – Merchandising – Brand Management – Forecasting – Cross Platform Marketing -Sales – Promotions – Creative Direction – Music Marketing Consulting
Record Retail Marketing and Promotion – Marketing Research – Product Positioning – Special Events
Special Events Planning – Inflight Marketing – Co-Operative Marketing – Media Sales
Guerrilla Marketing – Producer/Director/Copywriter/Programming
BiggerBoat – Los Angeles, Ca. March 2007 – February 2009
Advertising Director – Entertainment (Music and Film)
BiggerBoat is an online advertising network exclusively focused on harnessing the power of music and filmed entertainment to help advertisers reach and engage their target audience. BiggerBoat reaches over 16 million unique entertainment consumers monthly.
Duties include; Develop, implement, and manage the company’s advertising strategy, both from a business, sales and technical perspective. Develop budgets and projections for advertising. Initiate and manage discussions on sales with record labels, movie studios and agencies, negotiates agreements with record labels, movie studios and ad agencies. Manage the development of sales materials, rate cards, including media kits; and presentations. Develop and explore all third party sales needs.. Work closely with the SEO and SEM teams to make sure that internally and externally the products we offer are serviced correctly.
Clients include: Concord Music Group, Universal Pictures, Rhino Records, Legacy Recordings, Universal McCann, Geffen Records, Palisades Media Group, Universal Republic Motown, Image Entertainment, Island Def Jam, Capitol Nashville, Big Machine, Special Ops Media, Rounder Records, Capitol Music Group, Verve Music Group, Shout Factory and more.
Â· Developed and maintain sales strategies for BiggerBoat resulting in more than $500k in gross revenue in the first year (April – December 2007) up from a $67,000 for the previous six months.
Â· Negotiated deals with advertisers and agencies that grossed $2M in advertising deals revenue from 2007 – 2009 from major and independent record labels, film, home entertainment studios and agencies.
Â· Integral in the conception and implementation of the video ad unit for BiggerBoat, online advertising network. Result in not only an increase in sales but also a double increase of interaction rates.
JON WHEAT Page Two
Worldwide – Los Angeles, Ca. April 2003 – present
Established in 2003 to focus on combining music, fashion and film through lifestyle marketing. All aspects of marketing are handled under the company umbrella; brand management, retail co-op, production, imaging, media buys, forecasting, special events, promotions, research and development, client relations, websites, sampling, contract negotiations, and advertising.
Clients include: Concord Music Group, DMX MUSIC, BMG, Virgin Records, Interscope Geffen A&M, Epic Records, Altitunes/InMotion, Mean Magazine, Sanctuary Records Group, Miramax, Fox Searchlight, PBS and more.
Â· Conceive, create, develop and implement marketing campaigns for record labels, directly contributing to combined sales in excess of more than 15 million units sold.
Â· Engineered marketing and lifestyle campaigns for 3 million plus selling CD’s for; Ray Charles â€œGenius Loves Company,â€ for Concord Records, U2 â€œAll That You Can’t Leave Behind,â€ for Interscope Records and the motion picture soundtrack â€œChicagoâ€ and Miramax Films.
Â· Built marketing campaigns that led to 500,000 copies sold for both Sade â€œLovers Rockâ€ and Lisa Marie Presley â€œTo Whom it May Concern.â€
Â· Exclusive media buyer for Mean Magazine
Â· Produced and directed full inflight marketing campaigns including print ads, custom audio and video programs with interviews for Ken Burns’ â€œJazzâ€ and Martin Scorsese â€œThe Bluesâ€
Â· Media sales for DMX MUSIC grossing more than $8 million dollars and averaging 61% of their annual sales revenue.
Â· Key marketing negotiator in contract acquisition for Westin Hotels, Pac Sun, and Wet Seal.
Â· Developed new artist release campaign for Peter Cincotti, Concord Records, Nikka Costa, Virgin Records, and Howie Day for Epic Records.
DMX MUSIC – Orange, Ca. August 2000 – June 2005
Marketing Manager Advertising & Creative Services
Developed targeted strategic marketing plans, brand management, and creative services for DMX Music and their clients. Responsibilities included market analysis, production, copywriting, promotions, client relations, co-operative advertising, promotional campaigns, coordinating with advertising agencies and PR firms, forecasts and projections.
Clients include: American Airlines, US Airways, Northwest, America West, Westin Hotels, PacSun and Wet Seal.
Â· Successfully increased sales and entertainment branding for American Airlines inflight entertainment properties by improving media sales from $500k a year to a 5-year average of 1.6 million dollars annually.
Â· Redesigned and managed AAttractions, American Airlines inflight entertainment magazine.
Â· Re-launched and led American Airlines music programming to award winning status 2 years in a row after a 14-year hiatus of honors. (best single audio program 2002, first runner-up overall programming 2002 & 2003)
Â· Created and managed first ever music website for American Airlines consumers.
Â· Developed and implemented new promotional programs for Westin Hotels with Westin Workouts, PacSun with cd sampling instore promotions and Wet Seal with Wet Sealtv.
Â· Established the first ever CD sampler program on American Airlines with more than 150,000 units distributed in 2 years.
JON WHEAT Page Three
LA Weekly – Los Angeles, Ca. 1997 – 1999
Account Executive/Concert Producer
Developed music concert avenues for the publication, as well as, sold media space
Â· Sales representative in the newly formed West West Valley territory beating sales projection by 150% with more than $200,000 in revenue in the first year.
Â· Produced, directed and re-established LA Weekly Music Awards after a 14-year hibernation.
Â· Produced and managed a Concert for Peace with Emmylou Harris raising more than $35,000 for Vietnam landmine extraction
Â· Re-launched Los Angeles rap group Delinquent Habits with a marketing campaign and live concert
Virgin Entertainment Group – Los Angeles/New York 1992 – 1997
Marketing/Brand Manager; Buyer
Implemented strategies for the North American launch of Virgin Entertainment Group. Duties included, brand management, co-op advertising, product purchasing, special event coordination and management, talent acquisition, promotions, contract negotiations, client relations, public relations, agency relations, print, radio and television ad production and direction, affiliate liaison, and corporate point person.
Â· Coordinated and managed marketing to launch of the biggest record retail store in North America.
Â· Initiated new artists program called Virgin Recommends in US stores.
Â· Devised a customer frequency card program to build consumer loyalty and patronage.
Â· Marketed, coordinated and managed over 300 instore events from live performances to charity auctions.
Â· Developed cross-promotional marketing campaigns for Virgin Atlantic Airways, Virgin Cola, and Virgin Vodka, resulting in an estimated savings of $150,000 to $300,000 to Virgin Entertainment Group
Â· Purchased and oversaw the Jazz and Urban product mix in 3 stores with a combined inventory of more than $5 million.
Â· Produced, directed and wrote all radio, video and print advertisements.
Â· Joined Virgin Entertainment Group as the Jazz and Urban Buyer/ (1992 – 1994) then served as Regional Marketing Coordinator West Coast (1994 – 1995) and ultimately as Marketing/Brand Manger (1995 – July 1997).
World Airline Entertainment Association Annual convention
Speaker on Music Marketing in the Airline Industry: â€œHow to get it done.â€
Guest Lecturer – Praque, Czech Republic 2002
World Airline Entertainment Association Conference and Workshops
â€œMusic Marketing in the US and Internationalâ€
1994 – Panelist – New York City
Jazz Times Annual seminar
â€œMusic Marketing – New Ways to Market Jazzâ€
B.A., UNIVERSITY OF CALIFORNIA, LOS ANGELES – COMMUNICATION, MARKETING
A.A., V ENTURA COLLEGE – JOURNALISM
LOS ANGELES BROADCASTERS – CERTIFIED BROADCASTER