I'm an interactive marketing professional with IBM's Software business who lives and works in Austin, Texas, the "live music capitol of the world."
I currently work as an interactive marketing professional for IBM Software Group in Austin, Texas.
A former brand manager in IBM Corporate Marketing's Digital Media organization in Armonk, I am in my 14th year with IBM. I began my career in 1991 as the assistant editor for /AIXtra: IBM's Magazine Magazine For AIX Professionals and Software Quarterly: IBM's Magazine of Software Technologies, two magazines for which I wrote on a variety of technology topics. I was also a frequent contributor to Personal Systems Technical Solutions magazine, which provided technical support and interest articles related to the support of IBM’s DOS and OS/2 operating systems, work for which I was recognized by the American Society of Business Press Editors. My articles covered topics ranging from the business application of voice recognition software to fingerprint identification systems.
After teaching myself HTML and launching the WWW edition of Software Quarterly in September 1994, Todd moved to Somers, NY, where I served as the electronic media communications specialist (and later webmaster) for the IBM Software Group and Internet Division. In that role, I was responsible for communicating numerous PR announcements and IBM Software marketing initiatives via the digital media.
In 1997, I led the development of the IBM e-business Web site as an integral component in the initial launch of IBM's highly successful e-business marketing campaign. In 1998, I joined IBM's Corporate Marketing organization as the program manager for interactive advertising, where I helped launch IBM's award-winning "e-culture" campaign, an effort for which the company leveraged the first widespread use of rich media in an Internet advertising campaign, and which featured a variety of the company's successful e-business customers. For that effort, the IBM e-business interactive campaign, along with our agency partner, Ogilvy and Mather, was awarded the prestigious Grand Prix at the 1999 Cannes Advertising Festival, the Best Integrated Campaign by AdWeek, and the Grand Clio for Best Interactive Advertising. Also that year, IBM was named Best Interactive Marketer of the Year for the technology category by Advertising Age magazine.
In my role as the digital brand manager at IBM's corporate headquarters, I was responsible for the cultivation of the IBM brand on the Internet and related digital media, and specifically focused on understanding the impact of digital convergence on IBM's global marketing communications efforts. In that role, I conducted early explorations into broadband and pervasive/wireless computing, and helped develop a strategy and worldwide contract for IBM's global online ad-serving initiatives. I also focused on executive and staff education for emerging interactive and e-marketing tools, trends, and technologies, as well as speechwriting for a senior IBM marketing executive.
I also focused on the public policy and e-marketing concerns related to Internet privacy and customer data protection, including online profiling, digital identity and authentication. In these efforts, I was involved in several industry consortia dedicated to the promotion of sound fair information practice in e-marketing initiatives, including the Privacy Leadership Initiative and the Consumer Acceptance/Privacy sub-committee of the Wireless Advertising Association, for which I was named co-chair.
In the summer of 2001, I left New York City to return to my native Texas, where I was responsible for the management of the Web site for IBM’s Tivoli software division, one of five software brands in IBM’s $13 billion software business. At Tivoli, I was responsible for all Web marketing communications, cross-functional and –organizational coordination of Internet capabilities. In 2002-2003, I helped lead the wholesale integration of the Tivoli Web presence into www.ibm.com, and most recently have been working to develop new, more efficient demand generation opportunities to bring new revenue into the IBM Software Group sales pipeline.
In my most recent position as the E-relationship Manager for IBM Software Group’s Web Presence initiative, I have been responsible for helping drive the development and rollout of a global content management system, along with the concurrent cultural change necessary for moving IBM Software from a “brand-siloed” approach to a cross-brand, solutions orientation. While I cannot speak of specific metrics due to competitive reasons, I can suggest that IBM Software management has been pleased with the additional sales opportunities the Web site has been driving, particularly due to their especially low acquisition costs. In my current capacity, I have also been investigating new e-marketing opportunities presented by blogs, RSS feeds, and other emerging Internet technologies.
In the marketing industry, I have been an active participant in my field, having served on the Association of National Advertisers' New Technologies and Privacy committees, and having spoken frequently at industry events on topics related to interactive marketing and advertising, including @dtech, the AdWeek Marketing Computers Conference, the AAAA Media Conference, the Jupiter Online Advertising Forum, IDG's Global Briefing Series, Digital Hollywood, and others. I spoke most recently at the "Blogging the Enterprise" conference here in Austin.
In his spare time, Todd enjoys reading, golf, mountain biking, travel, and movies. Most recently, he took up the art of scuba diving – mainly because no one has yet invented a wireless device that can reach him there – at least not yet.
Todd recently completed his MBA in technology management through the University of Phoenix Online.
Movies, current events/politics, the Internet/high-technology, golf, scuba diving, mountain biking, Austin's live music scene