Tobin Trevarthen is a seasoned revenue generating executive with both big company and start up experience. Executive leadership track record in organizations from pre-revenue to $400 million. Managed sales/business development and account management teams from 6 - 100 people. He has also been an entrepreneur building things from scratch with minimal resources or playbook. A common thread throughout his career is the ability to create and sell "firsts". A visionary who can ideate, connected the dots, develop go to market strategies and can work with product, engineering and business development/sales teams to drive market adoption. He has co-authored several patent filings for new ad tech and in-vehicle related offerings.
Core competencies: Generating revenue. Building teams. Business model development. Executive management skill sets. Integrated media deal creation. Innovative and consultative selling. Ideation. Cross media, cross screen knowledge. Media research. Revenue forecasting and management. Advanced data and behavioral targeting, Data privacy management, SaaS, Digital Audio and Streaming, Personalization, Ad Tech and Connected Car Integration.
VP Monetization - Aha Radio and Harman Cloud Platform
March 2012 – Present (1 year 10 months) Palo Alto, CA
Member of the executive management team inventing the connected car
space. Primary responsibility is to establish monetization schemes and partnerships for the early stage Aha Radio and new Harman Cloud Platform.
• Building out ad tech and ad product offerings.
• Collaborating on the creation of a Data Privacy Management Policy.
• Developing beta packages for in-vehicle, mobile, LBS and RaaS offerings.
• Created Signature Station concept and closed first beta partner with Toyota Scion launching at the 2013 NY Auto Show.
• Working with Futures and Innovation team on next generation offerings.
COO/EVP, Business Development and Partnership
April 2011 – March 2012 (1 year) East Bay, CA
Joined Everloop as a pre-revenue social network for kids <13, after consulting
for several months. Reported to CEO and worked closely with the Board to build
out overall company strategy and monetization scheme.
• Drove product development, partnerships and content deal structures
• Shaped virtual economy and mobile extension strategies
• Closed Mattel, Harper Collins, Mini-Clips, National Geographic; generated first
revenue streams for company, despite audience base under 10,000 active users.
December 2010 – April 2011 (5 months)
Spatial Shift is a boutique digital sales and business development company specializing in sales, business development, sales development and go to market strategy company. Current portfolio focuses on companies in social media, social gaming, mobile and SaaS sectors.
Public Radio International (http://www.pri.org/)
Prime Access Capital (http://primeaccesscapital.com/)
Thump Games (http://www.thumpgames.com/)
VP Business Development
May 2008 – December 2010 (2 years 8 months)
Anchor Intelligence provided the most comprehensive analysis of web traffic quality available on the market. The Anchor methodology uses a wide range of innovative modeling techniques, proprietary analytics, and extensive network security intelligence to determine the quality of traffic across the adnetwork space in a real time SaaS delivery.
We built the business to reach ~12% of measured clicks on the web, scoring over 1.25B clicks per month. Anchor achieved an exit and was sold to a public company.
Visiting Advertising Professional
Michigan State University
March 2008 – March 2008 (1 month)
Responsible for teaching a week-long course (for credit) on Digital Media as a Visiting Professional at the largest Advertising school in the US. Course work included developing a lesson plan on the art of a strategic sale in a real world RFP situation - with a live client. 25 students learned how to navigate the web, develop cogent strategies and solutions, as well as to collaborate and present as a team.
VP Sales - AOL Media Ntwk
October 2002 – December 2007 (5 years 3 months)
I ran a 30+ person regional sales office, generating about $75MM in revenue. I oversaw a 2.5x growth of office from 2003 to 2007. My expertise ranges from Business Development to Performance type deals, with a strong dose of commerce/transaction activity. Very strong in strategic thinking, ideation, storytelling, sales management as well as driving revenue. My office led the country in performance in 2005. As a result, my team represented the highest inclusion in the newly established Presidents Club for 2005.
VP Business Solutions
March 2002 – October 2002 (8 months)
Evolved into a strategic role, responsible for generating selling strategies and integrated marketing programs across multiple vertical categories. Worked across matrix organization to facilitate program development.
VP Business Development
November 2000 – March 2002 (1 year 5 months)
Hired to build the Automotive Category for AOL. Responsible for creating the overall vision, strategy and sales plan for domestic rollout. Led a group of 20 people nationwide and interfaced with multiple teams across a matrix organization to drive channel and program development. Created the storyline and promotional packaging leading to $20MM in new revenue for 2001 in a down market. Total Category Revenue exceeded $45MM.
• Worked across all of AOLTW to leverage resources leading to integrated Marketing Solutions for Automotive clients. Worked with Toyota team to sell the first significant AOLTW Integrated deal – Music Goes Global. Also worked with AOL International to close Toyota deal across Pan-European, Latin America and Asian markets. Team Awarded Time Inc. President’s Award – Best New Revenue Generation.
VP Business Development
January 2000 – November 2000 (11 months)
Hired into pre-IPO internet start-up as member of senior management team. Primary responsibility was to build and lead the Business Development group. Built a nationwide team of 25 in five months. Worked with both domestic and international divisions to create strategies, systems and processes across the entire organization. Team closed over 30+ deals totaling $30MM. Worked with CEO and CFO on strategic partnership developments with Softbank and CSFB.
Director, Corporate Sales & Marketing
Time Inc / Time Warner
December 1997 – December 1999 (2 years 1 month)
Promoted to one of four Regional Directors in US. Primary responsibility was to oversee the $400MM Western Region for Time Inc. Position included broad management, coordination, negotiation and facilitation responsibilities across multiple Time Inc. and Time Warner divisions; leading over 100 sales people in matrix selling strategies. Activities included new business development, launch efforts and strategic alliance development for both internal and external customers.
Delivered 71% growth over three-year period adding $150MM in new revenues to the region; averaging 150% of goal in 97, 98 and 99.
Designed and implemented new Time Warner strategic selling process for integrated cross-divisional sales efforts – resulted in closing a $35MM deal with American Suzuki. Team Awarded Time Inc. President’s Award – Most Innovative Sale.
Corporate Sales Development Mgr
Time Inc./Time Warner
July 1993 – December 1997 (4 years 6 months)
One of ten people in US responsible for developing ideation and integrated multimedia programs for Fortune 500 companies; direct responsibilities for $100MM. Delivered year-over-year growth from 1994 through 1997, exceeding target by average of 125% over time period.
Sr. Mktng Manager - Custom Marketing
August 1991 – July 1993 (2 years)
One of six people in US responsible for creating integrated media programs that leveraged Meredith home and family based resources. Directly responsible for $21MM in media related sales in Midwest region. Developed $3.8MM in non-media related sales.
• Led 24-person sales office on strategy, negotiations, corporate ideation and program development. Sold first integrated database marketing program in company history to Moen Corp. – resulting in $3.1MM deal.
Regional Sales Manager, USA Weekend/Gannettwork
January 1988 – July 1991 (3 years 7 months)Greater Chicago Area
Promoted from AE to Sales Manager to Corporate Lead for new corporate sales group – selling corporate wide solutions. Moved from Los Angeles to Chicago as part of the promotion. While at USA Weekend, I was part of the creation of "Gannettwork" - the corporate selling entity of Gannett. I worked across all media assets to create corporate solutions for Fortune 100 companies.
Board of Director Roles
January 1983 – February 1983 (2 months)
Board of Directors, Sunflower HIll Organization (2013 - present)
Board of Directors, Sonoma Coast Vineyards (2006 -2009)
January 1983 – February 1983 (2 months)
Advisor, 105 Conversations.com (2012 - present)
Advisor, Prime Access Capital (2008 - 2012)
Advisor, Delivery Agent.com (2008 - 2011)
Advisor, Admaxim.com (2008 - 2009)