David Friedman

- Plan and lead courses for students from 15+ nationalities in international social media marketing, media planning - Focus on international integrated marketing, strategy formulation, tactical execution

- Lead global insight strategy, generation - Manage, coach international virtual team

- Defined, led multi-brand strategy formulation and operational execution across Fendt, Valtra, Challenger and Massey Ferguson; managed direct, indirect reports, cross-functional and agency teams - Led, executed omnichannel strategy including campaign formulation and international virtual / physical event project management - Drove, governed tactical and strategic sales / marketing plans across core international markets

- Led all digital/offline European, African and Middle Eastern communication for Caterpillar’s core construction machines, as well as global product communication for Caterpillar’s wheeled excavator portfolio - Managed and coached 9 direct / indirect reports across Switzerland, Russia, France and Belgium

-Lead 360-degree marketing courses targeted to Bachelors, Masters students -Advise companies on international marketing and business development, strategy and operations; mandate with Swiss Global Enterprise, the export development arm of the Swiss diplomatic corps -Contributor on marketing-related topics to le News (http://lenews.ch/author/david-friedman/), English-language Swiss online periodical

-Delivered profit, share across 20 vehicles in top-10 European market with 300M€ turnover; YTD share increased March 13 vs. Dec. 10 by 15% for cars, 18% for commercial vehicles -Drove 360 communication, partnerships, events, product pricing and incentives, planning -Management committee member with 3 direct reports; coordinated and drove numerous cross-functional teams; managed multiple agency suppliers; led distributor working groups

-Managed product portfolio in 20 European markets; drove +500M€ p/a turnover, over 100k unit sales -Led cross-functional product lifecycle management, including positioning, attribute definition, complexity reduction, pricing, profit, launch and phase-out strategy; directly led team of 2 -Drove Apple–NISSAN cooperation; 1st to offer pan-European iPod in-car integration -Increased end of lifecycle share on key small car product by 10%

-Managed product marketing planning, incentives; coordinated 3 Product Managers

-Ran market insight and voice of customer analysis for all commercial vehicles across over 20 European markets, spanning product definition, design, positioning, branding, communication, sales; drove voice of customer insight input into Ford Transit, twice winning International Van of the Year -Led substantial multi-national insight generation projects, leading both central and local affiliate internal and agency teams; pioneered insight gathering in Turkey, Russia

-Defined and implemented Ford's first pan-European, mass-market vehicle pre-launch via CRM and digital

-Handled B2B sales across 24 dealerships; achieved district’s top retail sales result

-Led cross-business unit operational / strategic CRM, securing highest to-date campaign ROI

-Developed European, pan-product strategy for mobile brand building and interactive TV marketing

Managed marketing and communications for youth savings and investment products (98–99), retirement investments (95-97)

Thesis on B2B2C sales and marketing disintermediation