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: 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

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Why I Joined Cutter Associates

I’ve joined Cutter Associates as a Director in the Client Facing practice to help asset managers with strategy development, vendor selection and solution execution leveraging market insights and best practices.

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If you’ve ever conducted a job search you quickly realize one of the biggest challenges is keeping track of who you’re networking with. By the third week you’re likely awash in post it notes. Perhaps you prefer to track your activities on paper or you manage calls and emails in a note-taking app such as …

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Lately Lets You Say Goodbye to Marketing Spreadsheets

Recently I had an opportunity to demo a new social media management tool called “Lately”.  Lately has some very interesting features, most notably a content generator which takes long form content and automagically creates social media content from the copy. Key features: Let’s review the key features. Content Generation As previewed, the cool feature about …

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2016: A Beer In Review

2016: A Beer In Review

A review of the best beers of 2016.

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