Private Sector Optimization Projects
Strategy & Content Development: Humber Online Solutions Program
The Humber Online Solutions program supports small and medium-sized businesses with access to resources to provide e-business and technology adoption solutions. Through this recently concluded program, I had the opportunity to work directly with three companies to develop and execute content and social media strategies aimed at building a sustainable web presence for their brands. The three clients that I had the privilege to work with were:
Hanover Storage
Regenesis Fitness
Unique Sand Casting
Concept Development: BOOM Energy – Boom Shaka Boom
Boom is an energy drink brand that competes against Red Bull in Jamaica for a share of pocket among millennials. As such, a fully integrated 360-degree marketing campaign was developed to capture consumer imagination through every touch point including in trade and the 2nd screen. The concept required a mobile App. both Android and iOS and partnerships along the client’s value network. The augmented reality application was synchronized with the nightly news broadcast on the major national TV station, to a countdown of a special branded ad at which time the App. would open to a branded Boom bottle, and users would need to move their phones to catch the falling droplets of Boom within 15 seconds. The top 15 users would win instant prizes nightly. The success of this campaign exploded the growth of the brand on social media, drove sales and built a strong brand foundation that is still yielding benefits today.
Customer-Driven Marketing: GK Value Rewards – ‘If Cards Could Talk Campaign’
GraceKennedy, one of the Caribbean’s largest conglomerates with companies across the Caribbean, North America and the United Kingdom was interested in developing a new brand to drive its loyalty program. Due to the diversity of the business portfolio and the audiences served, the loyalty program needed to be delivered to consumers in a manner that would resonate across segmentations. Through a process of crowdsourcing and analysing the feedback from the social media fans and followers of the parent brand, I uncovered a textured character to encapsulate the brand and the ideal positioning. This character named “Val” served as the basis of the marketing communication for the entire program and has driven both brand recall and adoption of the program. Not only was a loyalty program delivered but also a new brand icon.
Public Sector Transformation Projects
Digitalization: Ministry of National Security, Jamaica – ‘Stay Alert Program’
Crime and violence have been a major factor impacting Jamaica. Compounding the problem is a sub-culture which discourages public support for the police in providing intelligence to solve crimes. Against this backdrop an opportunity for a game changer was created – Stay Alert App. The Stay Alert App. has four main menu functions. Each menu function is geared towards empowering the citizens of Jamaica by being; more informed (Alerts), having immediate access to the police (Panic Mode), better understanding of the law, by having the laws broken down into bite-size notes (The law) and being able to provide anonymous intelligence to investigators (Eye report). The Stay Alert Application is available to Jamaicans on both Android and iOS. An entire communication and social intervention program were built around the use of the application.
Capacity Building: Bank of Nova Scotia & IDB/MIF – (SERMaF)
Small and medium businesses (SMEs) while being the engine of growth, often miss opportunities for faster growth due to limited capital, primarily because it’s difficult to assess their risk. This created an opportunity for a new concept – QualityJA, which was delivered through winning a globally competitive bid for the Scotiabank Enterprise-Wide Risk Management & Finance Programme for Small and Medium Enterprises (SERMaF). This capacity building project was undertaken by the Bank of Nova Scotia Jamaica Limited (Scotiabank Jamaica) funded by Inter-American Development Bank/Multilateral Investment Fund (IDB/MIF). QualityJA provided capacity building training and a risk rating number for SMEs that completed a business audit. These businesses were given free access to a web portal through which they could market their businesses and had access to specific bids and requests for proposals from both the public and private sector exclusively through this platform.
October 2012 – December 2017
General Manager
Toucan Jamaica
Interactive Toucan Jamaica Limited is the local subsidiary of Toucan, a global digital company headquartered in Dubai. In my role, I assumed complete responsibility for the strategic leadership of the business with ultimate ownership of financial performance, budgeting, operations, performance delivery, business development and sales.
May 2010 – October 2012
Journalist/Talk Show Host
Hot102FM
Hot102FM is a nationally broadcasted radio station which streams its content internationally. As the host of the program, my responsibilities went beyond presenting, I was also the executive producer of the program.
August 2010 – October 2011
Lecturer
University of Technology, Jamaica
Under the University’s Bachelor of Arts in Communication Arts and Technology, I delivered training in media and communications through lectures, one-to-one and group tutorials to support the growth and achievement of the students and their varied learning styles.
September 2006 – April 2010
Sponsorship Manager
LIME
Lime is the largest telecommunications service provider in the Caribbean. As Sponsorship Manager, I was responsible for managing the brand identity of the business through promotions, PR and advertising with a focus on maximizing sponsorship opportunities.
September 2004 – August 2006
Group Sponsorship Executive
Digicel Group
Digicel Group is the fastest growing telecommunications company in Latin America and the South Pacific Region. As Group Sponsorship Executive, I was responsible for managing regional sponsorships to maximize brand promotion and return.
February 2001 – September 2010
Managing Director
Your Concierge Limited
Your Concierge was a media and marketing consulting firm that I founded in 2001 to give life to my entrepreneurial spirit. As the chief consultant, I provided marketing and media support services to media and business clients.
Devon Hunter 