B ILL H E R R I N G

1803 Todd Lane Cedar Park, Texas 78613 512.657.7997 bill.herring@swbell.net

COMMUNICATIONS

AND

MARKETING PROFESSIONAL

Strategic communications and marketing professional equipped with 15+ years of international experience in marketing communications, corporate branding and marketing management. Successful innovator adept at building relationships, developing opportunities and finding efficiencies. Expert in analyzing markets to determine ideal strategy and tactics. Skilled presenter and communicator with extensive experience in broad range of media. Areas of expertise include: Market Research, Analysis, & Planning Branding & Brand Management Online Marketing Social Media Online & Offline Advertising Public Relations Internal Communications International Business Writing & Editing Team Management Program Management

CAREER HISTORY
Herring Resources Austin, Texas .......................................................................................................................................... 2010Present Principal Own and operate communications consulting agency. Prospect and secure new clients and projects. Manage full project life-cycle from inception to completion. Selected by Dell Inc. to research and implement a new solution for database management and communications capabilities to support Dells worldwide employee networking groups with approximately 30,000 members. Determined needs and requirements for new solution and identified available support resources. Evaluated 24 potential new solutions and gained executive support for recommended solution. Facilitated procurement of new solution and worked with 3rd party provider to meet Dell IT, Legal and HR requirements. Completed social media and SEO training from PubCon Masters Group, HubSpot and Splash Media. Conducting an analysis of the effectiveness of the use of social media by performance-oriented auto manufacturers (Porsche, Ferrari, Lamborghini, etc.), auto racing sanctioning bodies (FIA, ALMS, NASCAR), and Formula One (F1) racing teams. Dell Inc. Round Rock, Texas..20052010 Communications and Advertising Manager (20052006 and 20082010) Managed communications and advertising programs for Dell Corporate Responsibility team. Administered annual budget of approximately $1.5M and managed relationship with ad agency. Managed development and implementation of communications utilizing multiple channels to reach internal and external audiences. Led development of communications materials such as key messages and talking points, advertisements, PR materials, Web content, social media content, speeches, presentations, videos and collateral materials. Conducted 20+ campaigns to provide communications in support of events, programs or topics. Led refresh of Corporate Responsibility external website by analyzing competitor and partner sites. Re-designed content strategy and site architecture at zero cost, resulting in more meaningful information and improved navigation. Managed advertising program with placement of 130+ ads in print and online media. Aligned copy and design of ads with new company branding; negotiated media costs and placement directly with media outlets. Managed campaign participation in Intel Inside partner program. Reduced agency and production costs by creating new advertising implementation strategy, developing internal resources and re-negotiating contract with ad agency. Global Brand Manager Corporate Sponsorships (20062007) Led research and development of corporate sponsorship program as member of Dell Global Brand Strategy Group. Conducted internal review of existing sponsorship activities and audit of sponsorships by competitors and partners; designed strategic platform for sponsorship program and evaluated sponsorship opportunities. Managed relationship with sponsorship agency. Generated 420% ROI through creation of Dells first corporate sponsorship program by developing governance process and resources for regional teams to use in activating local sponsorship activations, while managing program worldwide. Managed Dell sponsorship of BMW Sauber Formula One team including global activations and hospitality planning. Led initial development of Dells environmental cause marketing program, which has won numerous awards including the #1 position in Newsweeks 100 Greenest Companies in America for 2010 and Technology Business Research Corporate Sustainability Index Benchmark Report for 2009. Member of cross-division team to assess companys brand architecture, proposing simplification of existing brands and formation of new brands for consumer and small business segments. Increased brand identity consistency globally and brand awareness in emerging markets by leading regional brand councils and disseminating brand information, sharing best practices in brand management, and addressing regional needs.

BILL HERRING
Page 2 bill.herring@swbell.net 512.657.7997

Herring Resources Austin, Texas ................................................................................................................................................ 20032005 Principal Provide marketing and communications services on consulting basis. Developed and wrote monthly and quarterly articles on automotive topics for Consumer Reports.org. Researched, concepted and wrote e-newsletters to 372,000 recipients for Consumer Reports. Performed PR agency search for Metadot, an open source software company. Developed theme and content for first annual report for United Way Capital Area. Provided PR services for special event, secured 27 television hits totaling 36 minutes airtime and two newspaper articles. Advanced Micro Devices (AMD) Austin, Texas...................................................................................................................... 20022003 Senior Public Relations Manager Developed PR strategy for launch of new industry-leading products and led communications activities building up to product launch. Managed team of ten and agency staff, along with administering $4M budget to build interest in new products, conduct major international launch, and sustain post-launch momentum. Created and executed communications plan incorporating events, launches, and special projects. Coordinated with regional PR managers to extend plans globally. Managed media relations activities, including announcements, endorsements, events and trade shows. Regained significant market share against Intel by distinguishing AMD products through strategic positioning and messaging that more effectively communicated the AMD story. IBM Austin, Texas ............................................................................................................................................................................ 19992002 Director of Media Relations and Acting Director of Communications Led team of eight and agency staff to conduct product and business publicity campaigns for Tivoli Software, a business unit of IBM. Promoted from manager to director and received significant awards for work on key projects. Administered $2M budget, led external and internal communications through Y2K and other sensitive issues. Integrated Tivoli publicity with PR programs from other IBM divisions. Increased market visibility of new business units and products. Led launch of companys entry into wireless/handheld market with press event in Rome, Italy; reaching 84 reporters worldwide and generating 112 articles. Received message from Handelsblatt (German newspaper) reporter stating best event in my 17 years as a journalist. Generated visibility for companys entry into service provider market with press event in New York City; reaching 125 reporters worldwide and generating 155 articles in business and technology media. Obtained highest favorability rating and second highest market share of systems management software during 2001 and 2002 due to PR strategy and relationships with media and industry analysts. VTEL Corporation Austin, Texas .................................................................................................................................................19961999 Marketing Communications Manager Planned and implemented programs for corporate branding and product marketing for videoconferencing equipment provider. Managed communications for launch of new desktop videoconferencing system resulting in positive product reviews and 600+ sales leads. Supported public relations activities including press announcements, interviews and events. Product award nominations were successful in winning eight awards. Additional positions included Senior Account Executive at Kamstra Communications (4 years) and Sponsorship Manager, Business Sales Account Executive and Strategic Marketing Manager at AT&T (9 years).

EDUCATION

AND

CERTIFICATIONS

Master of Professional Studies in Interactive Telecommunications, New York University Bachelor of Arts in Communications, Austin College Online Search & Social Media Training, PubCon Masters Group Advanced Certificate in Marketing Management Practice, The Chartered Institute of Marketing Marketing Professional Certificate, University of Texas