Bradford Hobbs (Brad) is a hands-on contributor / leader of cross-functional teams with a solid understanding of the power of technology & ability to articulate enterprise strategy in customer-friendly terms as a company’s global marketing message for desired outcomes by:

-Building actionable marketing and brand strategies

-Identifying new demand opportunities

 

Brad’s current / recent client efforts encompass the following multi-billion dollar categories of healthcare, e-recycling, plastics manufacturing, waste-to-energy, sports entertainment, and broadcast media. His signature client engagement was a leading USA headquartered watch manufacturer (+1B annual sales) that resulted in Board of Director approval of Client’s strategic alliance efforts and strategy redefinition for business plans (margin upside potential of +14 points).

 

Prior to this, he was Vice-president for Global Brand Marketing at Trane Commercial Systems, a division of American Standard Co where he focused on using the brand to double sales to $7B in 3 years. At Trane, he built a broader, more powerful Trane brand throughout 65+ countries, by focusing on establishing Trane Commercial System’s global brand and marketing communications to benefit all of their customers around the globe for thought leadership. Critical to this turnaround in brand globally with Fortune 2000 customers was the deployment of a single positioning worldwide that focused offerings and messaging in a manner that articulated value delivered to customers in multiple industries. He is proudest of developing and championing approval of Uganda project in support of Pfizer strategic partnership effort establishing first Aids Center of Excellence (Makerere University) to study & address Aids pandemic in Africa. He authored an automated building / clean-room solution that leveraged remote monitoring of the entire building envelope along with remote dispatch of critical skills for 100% uptime.

 

He joined Trane in 2002 from IBM where he held Corporate Marketing roles of Director, IBM Corporate Brand Strategy and Director, Worldwide Marketing Management working across more than 30+ vertical industries globally and consulting with customers such as Exxon/Mobil, Marriott, VCU, and Volvo Trucks. His primary brand strategy responsibility was the growth of IBM brand value ($52B+) in top 5 globally across all categories. In this role, he applied marketing & strategic planning expertise to numerous strategic corporate efforts such as PWC Consulting acquisition/IBM Business Consulting Services, Engineering Technology Services, e-business on-demand, Digital Media, Life Sciences, Technology Group Storage Business divestiture, Tivoli, and various others.

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All were major facets of the deployment plan in support of the Executive Committee’s call-to-action of IBM’s vision of the “future of computing (Smarter Planet).” Finally, in his marketing management role, he was responsible for providing in-house marketing consulting expertise on strategic initiatives, enabling Marketing Management function development, & organization enablement for key cross-company efforts such as e-business infrastructure, & its evolvement into a combined e-business effort ($30B+).

 

His earlier experiences encompass Telco (AT&T), CPG (Chesebrough-Pond's/Unilever and General Mills), QSR (Pizza Hut/PepsiCo), Banking (Fleet National Bank / Fleet-Norstar Financial Group).