CHRIS NEEDHAM 378 Cherry Street, Newton, MA 02465 h. 617.916.1198 chris.needham@aya.yale.

edu
Summary Innovative digital leader and integrated marketing advisor with a track record of translating business strategy into communications and experiences that motivate customers and drive real results. Successfully leads large teams and attracts the best talent. Passionate advocate for creating more dynamic customer stories across many touch points.

Digital/social/mobile leader Paid, earned, and owned media orchestration C-level management and influence Focus on results Recognized industry speaker

FIDELITY INVESTMENTS, Vice President, Digital

2005-Present, Boston
Responsible for brand strategy and campaign execution across all digital channels . Lead and manage a 20-person team in the delivery of digital strategy, creative, project management, and technology. Accomplishments: Lead the Green line brand campaign across all digital touch points including advertising, email, mobile, social and onsite. o Campaign increased Net Promoter Score for core segments by 50+%. o Played a leadership role in developing and evolving the value prop that the campaign supports. o Sold in the campaign to the most senior leaders in the organization. o Accountable for bringing the value prop to life through video that captured customers and frontline staff telling personal stories about the investing journey. This idea of leading with personal story started out as a digital only initiative but became the core strategic platform across all channels and communications. Redefined benchmarks for digital advertising (which accounts for 40+% of Fidelitys $100 million+ advertising budget). o Increased CTR for key retirement campaigns from .08% to .2%. o Increased conversion rates for new money, new accounts, new trades and similar business-driving results by 200% from 2008 to 2011. Championed pursuit of results through innovation AND daily optimization. o Drove the use of low-cost digital video for use across all media properties including advertising, onsite, in social channels, in app, in DM, in tradeshows and events, and through the live channels. o Expanded mobile advertising with the use of geo-targeting, game-like advertising in app, and connected TV initiatives. o Ran 100s of live tests on everything from button color to copy to video interaction models to the impact of displaying live, real-time data. Designed suite of engaging educational tools.

Cut through the compliance-enforced coldness of financial speak to easy-to-understand, easy-to-use (one, might even say fun!) tools and apps. o An example: the key question customers ask is, Which IRA is right for me? Roth or traditional? The tool that now answers that question (in four easy steps) drove an astounding 89% purchase rate. Created a B2B rich media-driven digital sales platform for Fidelitys 401(k) marketing group. o 100% adoption by the sales force across small and medium businesses. o Platform is currently being redesigned to help drive the sales process for targeted Fortune 500 companies. Transformed a group narrowly focused on internal communications into a high value, strategic force. Projects influenced every aspect of the customer life cycle: o To drive effective customer awareness and engagement helped grow the digital marketing budget 800% over five years. o Redesigned Fidelitys Account Opening interface to increase online AO from 80% to 97%. o Designed new CRM work flow and interface to enable Fidelitys 9,000 front-line staff to better service our 24 million customers. o

SMARTBARGAINS.COM, Creative Director

2002-2005, Boston
SmartBargains.com, an online retailer of off-price merchandise, recorded $160 million in sales in 2005. Responsibilities: Conceptualize & develop all marketing collateral across multiple channels including the site, email, affiliates, print, paid/natural search, and online advertising. Manage an in-house team of copywriters, designers, and a photography studio. Results: Increased conversion by 40% and repeat business by 20% through significant site redesign and brand repositioning. In 2002 SmartBargains presented a fire sale face to the world. Today, the brand communicates, Quality merchandise at exceptional value. Increased average order size by 20% by creating a new cross-sell strategy. Decreased checkout abandonment rates by 25% by streamlining the checkout process.

AGENCY.COM, Vice President, Creative

1999-2002, New York
Set goals and direction for 70-person department. Led the charge for new business initiatives including account wins in online retailing, management consulting, financial services, and real estate management. Reviewed all client work. Hired across four disciplines: copy, design, information architecture, and client-side programming. Clients: Johnson & Johnson, People.com, the New York Fed, and the DNC.

Senior Creative Director

1997-1999, New York
Direct management over 6-8 Creative Directors and their teams. Clients: Gucci.com, Coke.com, Fubu.com, and Goldman Sachs.

Creative Director
1996-1997, New York
Clients: British Airways and MetLife.

YOYODYNE ENTERTAINMENT, Game Developer

1996, New York
Produced and wrote online games for Seth Godin, author of Permission Marketing.

PENGUIN INTERACTIVE, Producer

1995, New York
Produced and wrote Leonard Maltins Interactive Movie and Video Guide on 6 floppy discs!

FORTY ACRES AND A MULE FILMWORKS, Script Editor

1994, New York
Evaluated, edited, and developed scripts for Spike Lees film company.

W.W. NORTON, Advertising Associate

1991-1993, New York

YALE UNIVERSITY
1991: New Haven
A.B., cum laude in African history.

Sample Speaking Engagements & Awards

Keynote at OMMA Mobile Revolution, Internet Week, 2011 Panelist at MediaPosts Mobile Insider Summit, 2011 Panelist at ANA Agency Relations Event, 2011 Panelist at BIMA (Boston Internet Marketing Association) Everything You Need to Know about iPad Advertising, 2010 2011 In-House Agency of the Year award from IHAF (In-House Agency Forum)

Personal
Born in Zambia, US & UK citizen. Interests: golf, film, travel and playing every board and card game ever dreamed up with my two children.