John Refford
Marketing and Technology leader with Financial Service industry experience in managing global teams and projects. Recognized as a future-forward, transformational pioneer in aligning technologies to drive business goals. Expertise in developing B2B Marketing strategies and Marketing technology platforms to drive brand awareness and customer experiences.
Leadership/Management
— LEADERSHIP: Over 10 years experience in leading teams. Both directly and in a matrixed organization.
— INNOVATION: Lead corporate and departmental innovation programs.
— MENTORING: Significant experience in growing junior associates to excel within a company.
Digital Marketing
— LEAD GENERATION: Developed programs to identify and target the best prospects including lead qualification and lead scoring to drive the sales pipeline.
— EMAIL MARKETING: Increased email marketing open rates by increased to 30% with click rates doubling to 20% through the smart use of content and A/B testing.
— CONTENT MARKETING: Directed content strategy to orchestrate a consistent brand message across digital channels.
— PAID ADVERTISING: Executed a paid media strategy to grow brand awareness and increase engagement on social channels.
Digital Technology
— MARKETING AUTOMATION: Implemented and optimized Salesforce’s Pardot to support lead generation and customer servicing operations.
— DIGITAL ASSET MANAGEMENT: Implemented a solution to organize brand assets including a standard taxonomy, tagging and metadata process.
— WORKFLOW: Selected and implemented a system to digitize the in-house agency operation of marketing material development.
— MARKETING ANALYTICS: Developed monthly reports using data visualization (Tableau) to share insights on the campaigns, content and products that were driving the best (and worst) engagement.
— MARKETING TECHNOLOGIES: cVent, Google Analytics, Hearsay Social, Hootsuite, Salesforce Pardot, Tableau, WebDAM, Workfront, WordPress
| Digital Transformation | Digital Experience | Marketing Technology |
| Our world is always changing, my passion is staying ahead of the curve and helping organization adapt to their changing customer preferences. | Remove friction from your brand experience and be active on your customer/prospects preferred channels to support their needs … and you will be rewarded. |
Align your project with key business initiatives, go deep on the data and manage change and you’re sure to succeed. |
John is a pro! He has an impressive blend of contemporary leadership skills and detailed knowledge of the latest digital marketing strategies. He is also great guy and a lot of fun to be around.
-David Snowden SVP, Global Corporate Communications & Public Relations
Argo Group International Holdings, Ltd
