Global Director Digital Customer Experience
Global Director Digital at AstraZeneca
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Global Director Digital Customer Experience
John Fish has extensive marketing experience of which the key focus has been digital.
1994 co-founded internet startup, The Internet Waterway - an eMagazine offering community and a classified ads exchange. Company went public and was acquired within two years.
Simultaneously with Continental Airlines as Brand Manager for Continental Lite product, a point to point low fare strategy.
By 1995, he was leading an electronic product marketing team and was driving the online strategy for building the airline's brand presence and direct business.
A pioneer of online advertising he built strategic partnerships with digital media innovators like MSNBC, AOL, Yahoo, Pointcast and many others.
1999: John moved to BankOne ( now merged with JP Morgan Chase ) where he focused on online acquisition strategy for card partners experimenting with affiliate marketing.
Led the self service strategy for the company's 25 million active credit card holders and led the transactional strategy to build the bank's electronic Bill Pay user base.
Co-created a design for an innovative self service model which resulted in a Webby for Best Financial Website.
2004: Recruited by Astrazeneca to serve as thought leader managing the US interactive team in supporting brands and driving investment in the digital channel.
2005 - international assignment leading a global eMarketing team supporting brands, residing in the UK. Delivered the company's first global digital platform serving 42 countries.
Mentored by Global CIO while leading Global IS Innovation team delivering innovative technologies to catalyze ways of working: e.g.: Yammer, Idea Management tool, Innovation Training.
2010 - Global Director of Digital delivering global digital strategy and digital capability via a digital center of excellence team.
Currently, John is championing user centered design and identifying key trends impacting the customer experience to inform commercial capabilities.
Specialties:Marketing Strategy, Digital Marketing, Self Service and Transactional Strategy, Customer Experience, Emerging Commercial Technology, Managing for Innovation.
Demonstrating the impact of customer experience strategy and user centered design to shift capability and performance within the commercial organization.
Led development and execution of global digital strategy to increase capability and business performance of the digital channel to achieve brand goals: Led team of five directors to deliver key programs including: a next generation digital strategy to accerlerate market / brand capability, digital center of excellence to improve marketer's digital accumen, digital marketing team supporting brand objectives and Digital Governance / Compliance framework to pro-actively manage and mitigate risk of digital assets.
Develop Global IS Innovation Strategy and lead Investment Planning process. Catalyst dedicated to introducing new ways of working, building innovation investment, capability and culture through the practice of "managing for innovation".
Led the 11 person US eMarketing team from 2004 to 2005, then promoted to run the 35 person Global eMarketing team (based in the UK) from 2005 to 2007. Led program to deliver company's first global digital platform, recognized as one of the best corporate portals for customer experience.
Focused on online acquisition for partnership cards, developed the self service strategy and redesigned card user interface. Moved to banking division and substantially grew the electronic bill payment customer base. Collaborated on an award winning user interface resulting in a Webby.
Created the online strategy for the continental brand to sell tickets direct to consumers via the web. Developed and led the online media campaigns including major partnerships with Pointcast, AOL, MSNBC, Yahoo, etc. Managed the online agency relationships (Travelocity, Preview Travel, Expedia,etc) to ensure Continental product had dominant market share. Collaborated on the self service footprint and e-ticket strategy to ensure seamless customer experience.
Managed pre-launch sales and marketing teams for the Eastern Region. Created and executed grand opening marketing plans for 23 units over a two year period. Ongoing management of marketing managers and sales teams.
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