Craig A Oldham
DIGITAL MARKETING OFFICER
Generating transformational digital business strategies that deliver explosive growth.
Craig Oldham is an accomplished senior executive, with a consistent track record for accelerating profitable revenue growth, principally using the most sophisticated and digital marketing technologies. Presently, Craig leads a marketing consulting practice advising companies on how to drive incremental value through digital marketing innovation. He is widely acknowledged both as a change agent, and for his digital marketing expertise.
Previously, he commanded senior marketing posts at several leading consumer, B2B, and Financial Services companies. His contributions have been made within telecom, insurance, financial services, software, advertising, and non-profit sectors.
Oldham began his career in the Telecom space with Ameritech Corporation (now AT&T), gaining both B2C and B2B marketing experience. He was subsequently recruited to the Marketing Director post at Allstate Insurance Company, with the charter to fend off the emerging non-traditional competitive retail insurance landscape, leveraging Allstate’s commanding 3,000 local exclusive agent base. There, most notably, he carved out from scratch a $600 online revenue base within 18 months. His success made him attractive to Zurich Financial Services, where a prior Allstate executive recruited him to build their first integrated B2B marketing team and program, and drive product differentiation in the sales/ broker channel. At Zurich, his accomplishments included a double-digit revenue growth rate and a dramatic increase in the close rate. Zurich enjoyed its first B2B paid marketing campaign, which was expanded globally.
Recruited by another Allstate colleague, he took a turn at applying his marketing prowess with one of America’s leading non-profit organizations, the $3 billion American Red Cross, spearheading their digital marketing and commerce group, with a charter to consolidate 730+ local chapter web sites into a unified, robust and reliable national commerce and web platform. The American Red Cross is widely acknowledged as the largest and most admired non-profit organization. His revamped and new internet platforms resulted in increasing online donations by 40%, with a record of $23 million in donations, for example, during Hurricane Sandy.
Before starting Mahdlo Marketing Consulting, Craig held the Senior VP Marketing, and Corporate Officer post at Tessco Technologies, where he took a 30-year-old distribution company, and with rebranding, generated a reversal in revenues within twelve months. Today, he leads Madhlo Consulting, providing leading-edge eCommerce and Marketing advisory services to B2B and B2C companies, and also teams up with Chief Outsiders on marketing engagements.
Craig earned his MBA in Marketing from the University of Illinois, after completing a Bachelor of Arts in Telecommunications from Indiana University. He is a member of The Marketing Leaders of DC, and has published prominent works in CIO Magazine, Internet Retailer, the Business Journal and the like, and given a keynote address to the National Retail Federation. He resides in the Washington DC area with his wife and son and enjoys golf and gadgets. Craig holds three design and one business process patent relating to the eCommerce experience.
Background & Experience
Empowering enterprise-wide transformation through modern marketing growth initiatives
In today’s ROI-driven, revenue-focused world, the marketing function within any organization is in a unique position to drive sustainable, profitable transformation across the business. As an early adopter and innovator of modern digital marketing, this collaborative, enterprise-wide approach to business success has defined my career over the last 20 years.
During that time, I have earned multiple patents for web design and business process, been recognized for marketing campaign designs, and been a keynote speaker and opener for Al Gore at IRCE, sharing my story of building an e-commerce platform for American RedCross.
2017 - Present
Chief Marketing Officer & Founder
Helping leading organizations drive incremental value through digital marketing function.
Current and former clients include commerce system integrators, enterprise software provider Infor and a number of marketing agencies. Worked with the CEO of a commerce SI with strategic support to develop a go-to-market strategy to target CMOs looking to optimize their MarTech strategy. Transformed Infor’s global demand generation strategy to driveefficiency in their acquisition costs.
2013 - 2017
Senior Vice President & Corporate Officer
Leading value-add distributor and manufacturer for modern wireless connectivity solutions
Drove a full brand transformation, identified relevant value proposition and enhanced the overall customer journey to exponentially grow B2B commerce revenue. Took a 30+-year-old distribution brand and repositioned it as a value-added service provider and manufacturer.
Key components to the transformation included revitalizing the brand identity, value proposition, corporate values, building a strong digital marketing practice while re-platforming the B2B commerce architecture and experience.
2010 - 2013
Vice President, Digital Marketing & Commerce
Non-profit humanitarian organization providing emergency assistance, disasterrelief, and disaster preparedness education.
Reimagined the digital go-to-market channel strategy for the American Red Cross, a $3B, 135-year-old, world-renowned organization. Consolidated 730+ local chapter locations/web sites onto a more robust and reliable national commerce and web platform with the goal of driving incremental online donations without losing the local community identities.
2008 - 2010
Assistant Vice President, North American Marketing & Lead Generation
Multi-billion dollar commercial and personal lines insurance company serving customers in global and local markets.
Built Zurich’s first integrated B2B marketing team and program and drove product differentiation across the sales/broker channel. Built strong value propositions with product management across the entire product offering and developed first go-to-market strategies grounded in digital marketing efforts including CRM, sales lead management, search marketing(SEO/PPC) and email marketing. Collaborated globally to integrate digital best practices across the Zurich global network.
2000 - 2008
One of the largest, publicly-held insurance providers located in the United States and Canada.
The key challenge was building a direct-to-consumer business model to fend-off emerging non-traditional competitors while leveraging the 3,000 local exclusive agent base. Key elements in driving success included the development of consumer insights through market research, development of a business. strategy & business case, selling the business case into senior leadership and implementation of the new business model. New business model included digital marketing with a strong emphasis on lead and demand generation (paid search, SEO, and social marketing), re-articulation of the eCommerce and
quoting process (UX/IA, testing and optimization).
Education & Accrediation
Executive MBA, Marketing
University of Illinois, Chicago
Holds three patents two for web design and a third for innovative business processes.
The Professional-360 provides you with an honest, inside perspective on what it’s like to work alongside Craig A Oldham. We interviewed his peers, co-workers, partners and direct reports, and we talked directly to Craig, asking him tough questions designed to help you both decide if this is the right fit for mutual success.
American Red Cross
Marketing & Commerce
Former CMO, American Red Cross
VP Marketing, Allstate Insurance
"Craig is very influential, he gets things done at the highest level.
Craig is able to work with people to establish common goals that are mutually beneficial. He’s not only innovative, he also has a clear understanding of what a modern digital business should look like. He’s able to push nearly any organization to act like a truly innovative, start-up, leading- edge-out business."