Brand Management @ Procter and Gamble From 1996 to 1996 (less than a year) Brand Management @ The Clorox Company Re-Launched Tilex Brand. Launched new products and advertising for Armor All. Recommended acquisition of STP to senior management and helped integrate the brand once the transaction was complete. Developed first Clorox advertising for STP. Won a company...
Brand Management @ Procter and Gamble From 1996 to 1996 (less than a year) Brand Management @ The Clorox Company Re-Launched Tilex Brand. Launched new products and advertising for Armor All. Recommended acquisition of STP to senior management and helped integrate the brand once the transaction was complete. Developed first Clorox advertising for STP. Won a company wide marketing award (best promotion). From 1997 to 1999 (2 years) Global CMO Norton LifeLock @ Symantec After the $2.3B acquisition of LifeLock, recruited by Symantec CEO to lead Global Marketing for the newly-formed Norton LifeLock business which combined for over $2.4B in revenue, 50MM subscribers across 32 countries and a marketing budget >$300MM.Ty and his team are transforming the Norton and LifeLock brands by launching a new category called Cyber Safety to protect the World against ever evolving threats of cybercrime.During Ty's first year, the newly combined marketing department beat their Y18 plan by >40% while also under-spending on customer acquisition targets by 22%. This included significantly over-delivering against the LifeLock Acquisition business case and YOY new customer growth on the Norton business for the first time in several years. From February 2017 to June 2019 (2 years 5 months) San Francisco Bay AreaChief Marketing Officer (NYSE: LOCK acquired by Symantec for $2.3B) @ LifeLock [NYSE company (LOCK) sold to Symantec (NASDAQ:SYMC) for $2.3B in February 2017]Recruited to this public company CMO role to turnaround decelerating subscriber growth and increasing customer acquisition costs. Integrated the B2C and B2B marketing organizations and implemented Performance Storytelling playbook (including building a marketing analytics and data science function, a comprehensive consumer segmentation to develop a new strategic positioning) to optimize a $230+ million plus marketing budget. This transformation re-ignited the company's growth while simultaneously lowering customer acquisition costs. Key member of management team that led a Goldman Sachs sale process that resulted in multiple offers and an acquisition by Symantec for $2.3B. From March 2015 to June 2019 (4 years 4 months) San Francisco Bay AreaBoard of Directors @ Ad Council Ty was elected to the Board of Directors in 2016. The Ad Council has a rich history of marshaling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has affected, and continues to effect, tremendous positive change by raising awareness, inspiring action and saving lives. From October 2016 to May 2019 (2 years 8 months) Greater New York City AreaGlobal CMO & Head of Operations and Customer Experience (acquired by Allstate for $1B)) @ SquareTrade [Bain Capital company sold to Allstate for $1.4B in 2017]Recruited as the company’s first CMO after Bain Capital invested $238M into this customer-centric warranty company. Built a world-class team, re-branded the company and re-architected B2B2C and B2C demand generation. Grew annual revenues from $80MM to over $300MM over three years via a combination of winning multi-million, multi-year RFP’s and driving down direct customer acquisition costs by over 80%. Led a team of >400 worldwide which included B2B and B2C marketing, operations and an award-winning customer service team. SquareTrade was acquired by Allstate for $1.4B. From January 2012 to March 2015 (3 years 3 months) San FranciscoFounder & CEO (acquired by Datran Media) @ FanIQ [VantagePoint Capital Partners funded company sold to Datran Media (dba PulsePoint Media) in 2012]In 2005 I had an idea for a sports social network which we built into one of the largest sports communities in the world. Bootstrapped the initial project, recruited a team and led all UX, product, engineering and marketing. Raised $6MM in capital from top tier venture and angel investors. Without any marketing budget, learned “growth hacking” to attract over 12MM users with $0 marketing spend. Led a sale process that resulted in two offers and eventual sale to PulsePoint Media. From 2006 to 2011 (5 years) San FranciscoChief Marketing Officer (acquired by Expedia/IAC for $660MM) @ Hotwire [Texas Pacific Group company sold to IAC/ Expedia for $660MM in 2003]Joined a stealth company called Purple Demon which we branded and launched as Hotwire. Developed the marketing strategy/plans that built a profitable top five online travel agency with annual gross bookings of over $750MM. Developed a “test, measure, optimize” strategy to a $150MM cumulative marketing investment that consistently beat new user growth and CAC targets. Recruited, managed and developed a high-performance marketing organization. Key member of management team that sold Hotwire to IAC/Expedia for >$660 million. From 2000 to 2005 (5 years) Head of Customer Acquisition and Database Marketing (acquired by Allstate for $1B) @ Esurance [Redpoint/Trinity Ventures company sold to AllState Corporation for $1B in 2011]Joined a stealth company, Sierra Holdings Corp., which we branded and launched as Esurance. Developed the initial brand, strategic positioning and the launch marketing plan while leading customer acquisition and database marketing. Drove down CAC by 60% over six months by optimizing TV, online and database marketing programs. Esurance was later sold to Allstate for $1B. From 1999 to 2000 (1 year) President @ Home Care Assistance Home Care Assistance is the leading consumer health company in the in-home care industry with nearly 10,000 champions of aging well serving older adults across North America. The Company is recognized for its precision wellness and cognitive health platform and integrated partnerships with premier healthcare organizations. San Francisco, CA
Procter and Gamble
1996 to 1996
The Clorox Company
1997 to 1999
Global CMO Norton LifeLock
February 2017 to June 2019
San Francisco Bay Area
Chief Marketing Officer (NYSE: LOCK acquired by Symantec for $2.3B)
March 2015 to June 2019
San Francisco Bay Area
Board of Directors
October 2016 to May 2019
Greater New York City Area
Global CMO & Head of Operations and Customer Experience (acquired by Allstate for $1B))
January 2012 to March 2015
Founder & CEO (acquired by Datran Media)
2006 to 2011
Chief Marketing Officer (acquired by Expedia/IAC for $660MM)
2000 to 2005
Head of Customer Acquisition and Database Marketing (acquired by Allstate for $1B)
1999 to 2000
Home Care Assistance
San Francisco, CA
What company does Ty Shay work for?
Ty Shay works for Procter and Gamble
What is Ty Shay's role at Procter and Gamble?
Ty Shay is Brand Management
What industry does Ty Shay work in?
Ty Shay works in the Internet industry.
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