John G.

Carter
Bellevue, Washington
425-922-5447 jceee8de@westpost.net
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SUMMARY
Proven leader of global integrated marketing communications with Microsoft, McDo
nald's and Procter & Gamble. Established new global advertising process, infras
tructure and governance model for Microsoft. Led global marketing communication
s campaigns to launch new Microsoft brands into 31 countries. Initiated creativ
e approaches to build equity into McDonald's corporate brand, including an award
-winning Super Bowl commercial. Initiated development of Microsoft Server Divis
ion product brand portfolio visual identity system. On-the-ground international
leadership, extending McDonald's brand into Denmark and Switzerland. Entrepren
eurial experience as Partner of brand consulting firm "Monaghan & Carter". Educ
ation includes being top 10% student in Duke MBA program.
* B2B & B2C Global Marcom * Positioning & Messaging * Global Acumen
* Client & Agency Experience * Vendor Relationship Mgt * Brand Management
* Qual & Quant Research * International Team Building * Product Launches
PROFESSIONAL EXPERIENCE

Microsoft, Redmond (Server & Tools Division)

Cross-Division Senior Director Marketing & Advertising
2006 - 2010
* Division-Level Strategic Planning: optimized $150MM/year budget, across 31 co
untries. Required understanding of Redmond business priorities, local country pr
iorities, and effective collaboration across Redmond groups and subsidiary commu
nity.
* Division-Level Brand Messaging: developed competitive positioning and messagi
ng strategy to capture share from key competitors; Oracle, VMWare, IBM, Linux, a
nd Google.
* Product Marketing Communications: led transformation into a new strategic mod
el, which resulted in a "winning streak" of 12 global brand campaigns ($25MM eac
h), exceeding awareness and perception goals to help business hit revenue and sh
are metrics.
* Global Research Vendor Relationships: in partnership with corporate marketing,
built productive relationships with industry leading research vendors (Constat,
PSB, Doxus, and Hall & Partners).
* Global Ad Agency Relationships: nurtured close partnership with McCann Ericks
on for 10 years, and then worked with Corporate Marketing to onboard new agency
( J. Walter Thompson) last year.
* Global CRM Agency Relationship Marketing: division owner of Y&R Wunderman rel
ationship, requiring management of budget and agency performance across many pro
duct groups.
* Brand Perception Goal Setting & Tracking: initiated cross-division perception
change scorecard, enabling more agile decision-making on global allocation of r
esources. Led efficiency initiative for global tracking research system, saving
$2MM.
* Branding / Visual ID System: initiated and led development of new server prod
uct visual identity system to map to evolution of business strategy. Also initi
ated new cross-division brand portfolio management to enable branding decisions
to be based on holistic strategy, rather than product silos.
Linux-Compete "Get the Facts" Mktg Communications Director
 2004 to 2006
* Pioneered first "overt" marcom compete campaign in Microsoft history.
* Evangelized and sold-in campaign to 40 countries, requiring sensitive manageme
nt of resolving local law or cultural barriers to compete advertising.
* Partnered with customer evidence and analyst relations teams to secure case st
udies and reports as basis for objective presentation of Microsoft server softwa
re advantages versus Linux.
* Partnered with corporate research to quantify competitive perception gap chang
e goals.
* Guided advertising integration with new GTF web experience, and global PR plan
.
* Exceeded perception goals, and now considered "gold standard" of Microsoft com
pete campaigns.
Microsoft, Redmond (Corporate Marketing)
International Integrated Marketing Director
2001 to 2004
* Led development and implementation of integrated creative concept "Do More wit
h Less" for Windows Server 2003 launch, requiring close collaboration across man
y divisions. Windows Server 2003 launch evaluated as among most successful in M
icrosoft's history.
* Pioneered new global process and infrastructure for Microsoft's first global a
dvertising campaigns (Windows XP & Agility), including a new "Global Ad Council"
with delegates from top 10 countries, which effectively yielded "shared ownersh
ip" enabling successful local market execution in what was truly a new paradigm
for Microsoft global community.
* Drove new global subsidiary collaboration model saving approximately $20MM, in
hard agency costs and internal people hours.
* Established excellent relationship with Japan, securing their full participati
on in all global campaigns.
* Managed 5 direct reports; 2 Redmond, 1 Hong Kong and 2 London.
Corporate Advertising Director 2000 to 2001
* Led strategic and creative development of Corporate "Internet Software that He
lps" TV advertising campaign. Drove significant improvements on key image track
ing attributes. American Advertising Federation Gold winner.
* Collaborated closely with PR team on development of DOJ TV ads featuring Bill
Gates and Steve Ballmer. Flash polling demonstrated each ad successful in drivi
ng needed image boost at critical time when government was pushing for break-up
of Microsoft.
Monaghan & Carter, Bellevue & Atlanta
Principal 1995 to 2000
* Expanded scope of brand identity firm to include full range of marketing servi
ces, which broadened new business opportunities and enabled company to increase
revenue 3X.
* Captured new business by winning competitive pitches versus much larger creati
ve agencies. Key wins included Bristol Meyers Squibb Promotions (Clairol, Exced
rin), Heinz, Darigold, Zi Pani Restaurants, Pace Gardening Products (Deadline, N
uLife, EverGreen brands), Giant Eagle Grocery Stores (Pittsburgh), and Continent
al Baking.
* Provided ongoing strategic leadership for existing clients and managed creativ
e development.
* Managed up to 24 employees across Bellevue and Atlanta offices.
Matter Galbuchi Leo Burnett Advertising Company, Zurich
Account Director: McDonald's 1993 to 1995
* Contributed to development and presentation of Leo Burnett's winning account p
itch for McDonald's Switzerland (versus DDB Needham).
* Responsible for all facets of leading national McDonald's account while traini
ng local Swiss team.
* Managed 6 local Swiss direct reports.
* Also worked 4 months in same role for Copenhagen office of Leo Burnett.
Leo Burnett Advertising Company, Chicago (global headquarters)
Account Supervisor: McDonald's, Procter & Gamble
1988 to 1993
* Led development of breakfast and lunch daypart marketing plans for McDonald's.
* Generated breakthrough creative ideas including 1991 McDonald's Super Bowl com
mercial (winner Mobius award winner), and customer service advertising featuring
real crew members.
* Developed strategic messaging platform behind national McDonalds advertising t
hemes (Food, Folks & Fun, What You Want is What You Get).
* Developed new brand equity model as foundation for successful proposal to incr
ease role of image advertising in national McDonald's advertising mix (subsequen
tly awarded 1993 Effie).
* Developed campaign positioning strategy which reversed 30 year sales decline f
or Lava soap.
* Additional responsibilities for account executive training and MBA recruiting.

EDUCATION

Fuqua School of Business, Duke University, Durham NC

Master of Business Administration (3.8 GPA, top 10%). Financed 70% of graduate
school expenses. Honors: awarded Fuqua Scholar, elected Management Game Team P
resident. Activities: General Motors Marketing Competition, Fuqua Student Cons
ulting Group Team Leader, Staff Writer.
University of Washington, Seattle, Washington
Bachelor of Arts Business Administration (3.45 GPA, 3.7 in major), University of
Washington. Financed 50% of undergraduate expenses. Majored in Business Admin
istration with concentration in marketing. Honors: awarded AFROTC and NROTC sc
holarships. Activities: Marketing Club, Tau Kappa Epsilon Fraternity, Vice Pre
sident.
Kellogg Executive Training
Instructed by professors at Northwestern University's Kellogg MBA Program. Exec
utive coursework included; strategic marketing, brand management, and value prop
osition development.
Additional Microsoft Training
Organizational Leadership, Insights Collaboration, and Precision Questioning

MICROSOFT AWARDS
* Cross-Group Collaboration Excellence for Launch of "Because it's everybody's b
usiness" global cross-product commercial campaign
* Cross-Collaboration Excellence for WS08 Launch Planning,
* Cross-Group Collaboration for Advertising/Media Planning Excellence
* Cross-Group Collaboration Excellence for "Get the Facts", global competitive c
ampaign versus Linux
* Making Others Great
* Gold Star Bonus
EXTERNAL AWARDS
* Effie: McDonald's advertising
* Mobius: McDonald's Super Bowl commercial
* American Marketing Federation Gold Medallion: Microsoft advertising