TOM HUME

760.214.4863
thomasahume@gmail.com
VP, MARKETING - STRATEGIC & INTEGRATED MARKETING LEADER
A forward-thinking, marketing expert who builds brands while driving demand. Proven ability to
solve complex marketing challenges with strategic thinking, strong professional relationships and
customer insights. Delivers strong ROI results through direct-response marketing, channel
marketing, social media and customer relationship management. Areas of strength include:
- Integrated Marketing Communications
- Marketing ROI Metrics
- Global & Multi-Cultural Team Development

- Strategic Marketing Planning

- Brand Development & Management
- Agency Management & Negotiations

Developed over 1034 marketing campaigns using a mix of TV, Digital, DR, radio,
print, PR, social media, video and web at Sprint, Gateway, Qwest & Toshiba
Grew the business-to-business brand image for Sprint, Gateway, AMCC & Sage
Delivered programs, training and coaching for 3,000 resellers; teaching them
how to improve their brand communications and marketing for Sage
Emmy winner for a Toshiba branded social film driving 69 million online views
EXPERIENCE
TOSHIBA DIGITAL PRODUCTS DIVISION Irvine, CA
2011 - present
Director Marketing Communications North & South America
Increase brand awareness, consideration and purchase for laptops, tablets, TVs, storage
devices and Cloud Services for B2C and B2B customers. Direct a staff of 22, 5 agencies and a
$36 million marketing budget.
Grew Toshibas social media fan base 1,057% with higher than industry avg engagement.
Successfully aged-down the avg Toshiba buyer by improving brand awareness and likelihood
to purchase with an 18-34 target audience
Executive Producer for three Hollywood-style social films with branded-content for Toshiba
and Intel. The Inside Experience 50MM views, The Beauty Inside 69MM views, and The
Power Inside 73MM views. Drove incremental laptop sales with a 12% increase in brand
favorability and purchase intent among an 1824 targeted audience.
QWEST COMMUNICATIONS Denver, CO
2010 - 2011
Sr. Director Marketing Communications Mass Markets
Drove subscriber acquisition for high-speed internet, home phone, wireless and DirecTV
services. Directed a staff of 17 and 4 agencies and a $130 million marketing budget.
Spearheaded and launched Qwests new brand campaign for Heavy Duty Internet service
Improved marketing-stimulated call volumes from 290K calls a month to over 470K calls a
month during a three month period 148% of company goals
Saved Qwest $1.7 million by consolidating marketing agencies
Applied a new marketing mix model to Qwest media planning strategy resulting in an increase
of organic acquisition call volume from 79% of plan to 101% of plan
SAGE SOFTWARE - Irvine, CA
2006 - 2009
VP, Marketing Mid-Market - Enterprise Resource Planning Software, 2009
Drove lead generation and customer marketing programs for Sages leading software products.
Directed a staff of 13, multiple agencies and an $8 million marketing budget.
Lowered campaign cost-per-qualified-lead and cost-per-sale rates by shifting more activity to
web, social media, events, PR and channel marketing.
VP, Channel Marketing, 2006 2008

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Developed programs to help 3,000 Sage Business Solution Partners increase their sales. Led
Channel Marketing programs for 8 business units and managed a $4 million Co-op Marketing
Program.
Established industry-recognized Preferred Vendor Program providing marketing services to
Sage Business Partners.
Increased partner satisfaction and loyalty 18% by improving Sage Partner Programs.
Redesigned the Sage Partner Marketing Resource Center (website) providing twice the
resources and easier navigation.
Achieved the top rankings for the VAR Business Annual Report Card and the CRN Channel
Champion Award; beating out Microsoft and Oracle for the partner program categories of
Loyalty, Support and Partnership.
APPLIED MICRO (AMCC) and JNI San Diego, CA (AMCC acquired JNI in Fall 2003) 2003 2005
Director of Marketing and Corporate Communications
Oversaw all of AMCCs marketing and corporate communications. Reported to the CEO.
Repositioned the struggling JNI brand by effectively communicating the company's business
strategy and executing a new brand campaign. This helped position the company for
purchase by AMCC.
Overhauled AMCCs website to provide greater functionality and ease-of-use for customers.
Successfully planned and executed smooth marketing department transitions of acquired
companies (IBM-PRS, 3ware, IBM-PowerPC) under the AMCC umbrella brand.
Established a new international brand positioning for AMCC highlighting AMCCs Experts.
GATEWAY Poway, CA
1999-2003
Director of Marketing Communications and Brand Strategy, 2001-2003
Managed a staff of 15 including an in-house creative team, 2 outside ad agencies and a $220
million advertising/media budget.
Increased Gateways brand consideration and captured 21% of the plasma TV market by
transitioning Gateways corporate brand identity in the Fall of 2002. Launched the
GatewayA better way campaign; moving the company from simply a computer maker to
a digital lifestyle company selling plasma TVs, digital cameras and digital music solutions.
Received Gateways highest recognition award for this project.
Spearheaded the Gateway Store merchandising shift from showroom style stores to retail
digital lifestyle stores, creating a highly interactive customer experience.
Improved unaided brand awareness 12% with the Ted and Cow consumer ad campaign.
Achieved Gateways highest brand awareness and consideration scores.
Lowered production and agency fees 22% year-over-year. Conducted media and creative
agency reviews including final contract negotiations. Smoothly managed agency transitions.
Director of Marketing Communications Gateway Business, 1999-2001
Managed a staff of 14, an outside ad agency and a $76 million advertising/media budget.
Increased the business target unaided awareness 11% for Gateway Business and Gateway
Stores by developing the Gateway@work business brand campaign. The campaign received
a Silver Effie award from the American Marketing Association.
SPRINT Dallas, TX
1995-1999
Director Marketing Communications Sprint Business, 1998-1999
Oversaw a $108 million ad/promo budget and supervised a staff of 35.
Launched Sprints Point of Contact campaign; Sprints first effort to establish a corporate
umbrella brand focusing on the benefits of Sprints services vs. the price.
Director Portfolio Marketing Sprint Business Marketing, 1997-1998
Developed marketing programs for Data Network Services. Developed legacy-product
migration plans to minimize customer churn and establish new product lifecycles.
Group Manager Sprint Small Business Marketing Communications, 1995-1997
Led Sprints Fridays Free Small Business campaign, the most successful Sprint Business
campaign ever launched broke all previous sales records, attained Sprint s lowest cost-percall and cost-per-sale average. Received a Silver Effie Award for the campaign.
GTE Dallas, TX
1989 -1995
Staff Specialist Product Promotions, Dallas, TX, 1991-1995
Developed marketing strategies, positioning, branding, promotional offers, and programming
recommendations for GTEs launch of residential cable television.

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Spearheaded the production of a highly revenue-generating 30-minute infomercial, making

GTE the first phone company to explore long-form commercials.
Managed ad campaigns, sports marketing events, Hispanic and Asian market events.
Marketing Associate Development Program, Stamford, CT, 1989-1991
One of eighteen chosen candidates out of 1100 MBA applicants selected to participate in an
18-month management development program.
EDUCATION
UNIVERSITY OF SOUTHERN CALIFORNIA, The Annenberg School for Communications
Master of Arts, Communication Management; Awarded Academic Scholarship, 1988
UNIVERSITY OF WISCONSIN MADISON
Bachelor of Science; Double Major: Journalism Advertising and Communications Radio/TV/Film, 1985