I’ve spent my career building, scaling and reinvigorating brands.

Moved HP to #1 in global share by not following a traditional playbook.

Marketing employee #1 for HP Hybrid Systems, scaled GTM engine to 50+ launches a year.

Set the cultural agenda for poker, and drove 9,000 daily activations for Full Tilt Poker.

Built a brand platform for Autodesk that fueled ecosystem-wide growth.

Took Sprint from 5th to 2nd with a guy in a trench coat.

Established Sun Microsystems as the dot in .com, revenue tripled over 3 years.

Resurrected IBM with the launch of the iconic e-business campaign.

Turned Barnes & Noble into a destination, unable to convince them to start a website.

HP Brand Relaunch

I led the launch of the new HP brand when it separated from Hewlett-Packard. The sad truth for HP was that it was seen as boring to everyone. IT, consumers and end users not only saw our competitors as more interesting, they thought HP would be the designated driver at any party. In a commodity market, we knew we needed to build a brand with emotional resonance.

We kicked the campaign off with the films below, held a launch event in Versailles, commissioned artists to create using our PCs, crafted bespoke Louis Vuitton PC’s, and made long films, short films, an app, and just about everything else.

See the films and results below.

Campaign moved HP to #1 in global PC share.

Gained 6 points in premium share.

Awarded at Cannes.

Best performing campaign in HP history.

Moved brand preference and brand love +6 points.

Here are two of the films

And I bring a lot. It wasn’t just big brand stuff. Over time, I led US, Worldwide, Product, Integrated, Omnichannel, Commercial, Consumer, Direct and Indirect marketing.

As marketing employee #1 in HP’s Hybrid Systems Group, I understand hustle. I built the GTM engine from the ground up, scaling to 50+ launches a year. And most recently launched an AI collaboration platform that will totally disrupt video conferencing. Check out my journey.

I did a lot at HP.

Oversaw US marketing, from awareness campaigns to all retail, partner, co-marketing and omnichannel programs. Drove creative excellence, ensured brand and performance alignment, and delivered measurable revenue growth. Partnered with Adobe, MSFT, Google, McAfee, Intel, NVIDIA, Best Buy, CDW and Amazon.
Created award-winning initiative that leveraged 250 influencers that followed Meghan Trainor Tour, produced fan-generated documentary, and delivered 8X ROI.
I led the HP brand launch when it separated from Hewlett Packard. The stakes were high. The work we produced tested well below our expectations. I got to tell the CMO. I quickly pivoted to a straight-forward product-focused campaign and produced it in a matter of weeks. This work not only bridged the gap to the work you saw above, but delivered an 8X ROI.
Led GTM strategy across three distinct consumer and commercial categories, aligning teams on roadmap, budget, priorities, strategies, channels and success metrics. Held annual cross-functional long-term planning engagements with sales, category, commercial, local and comms teams to ensure alignment.
Led go-to-market from MVP to launch for HP’s new AI-powered collaboration platform. I defined the category, markets, industries, audiences, ICPs, messaging and full funnel assets in order to establish HP as a thought leader in collaboration. This program was a priority project and I led a cross functional effort with sales, comms, field, product, demand gen and partnerships as we drove toward our goals. This program exceeded our first-year revenue goals and achieved a 100% demo rate across top named accounts.
Launched over 50 products a year across HW, SW and Services portfolios. Cross functional engagement with comms, sales and field, and oversaw enablement, content, events and ABM teams. Drove revenue +10% and savings metrics (launch toolkit cost -50%) over 3 years.
Authored best practice playbooks on AI narrative, omnichannel, solutions, etail, retail, attach, upsell, packaging and naming. Oversaw research to track cultural, brand, competitive and customer trends. Playbooks helped drive +10% attach rate and +15% etail revenue growth over 3 years.
Developed first-ever subscription D2C growth model for HP Services, creating test and learns across multiple cohorts to determine the right customer, journey and solution. Also determined ICP for retention program that would drive acquisition. Drove overall ARR +18% Y/Y.
Brand, Product and Integrated Marketing, GTM, Cross Functional Excellence, Content, Social, Agency Management, Data and Insights.
AI, SaaS, PC, Services, Video Collaboration, Headsets, Displays, Accessories.
Consumer, Commercial, Enterprise, SMB.
Direct, Indirect, Omnichannel.

In a booming online poker category littered with false promises, we executed a second-mover strategy for Full Tilt Poker rooted in authenticity, trusting that real poker players would migrate to a truer poker experience.

We created a playbook that defined the culture. We sponsored the 12 biggest poker pros in the world, built the Full Tilt Academy, created the Poker After Dark TV show on NBC, and hired documentarian Errol Morris to capture the reality of poker for our marketing.

RESULTS

Moved from 5th to 2nd in share in 2 years.

Drove 9,000 activations a day.

Achieved 306,000 concurrent WW users.

Poker After Dark ran 12 seasons.

Over 100K Academy enrollments.

200+ hours of learning content.

Added 164 Red Pros.

Autodesk didn’t have an awareness problem, it had a growth problem. The software was complex, the workflows were complex, and most users knew how to use about 10% of the software. With a diverse ecosystem of designers, architects and engineers growing rapidly, Autodesk needed more than a brand platform, it needed a unifying idea that could help their users learn, share and grow together.

We created “Ideas Realized” which was equal parts inspiring and pragmatic. This wasn’t just the foundation for some terrific marketing, we built a playbook and toolkit for growth that became a battle cry across the company. It was the foundation for everything, including Autodesk University, sales, blogs, design contests, recruiting, events, tours, annual reports, even an art gallery.

RESULTS

In 3 years…

Launched Ideas Realized Tour.

Launched student Ideas Realized design contest.

Autodesk Art Gallery established.

Case studies and testimonials tripled.

Community size doubled.

Autodesk University attendance grew 5X.

Company revenue grew 50%.

I managed Sprint PCS for Business at Hal Riney. We were wildly outspent by Verizon and AT+T, but with the iconic “man in a black trench coat” campaign and a laser focus on clarity as the customer pain point, we drove +30% in ARR and moved from 5th to 2nd in share.

At a time when companies were desperate to determine their role in the Internet age, we established Sun Microsystems as the “dot in .com.” It was a very clear and practical leadership position for a company that was literally the engine behind the Internet.

This was a while ago, and I was just some Account Supervisor at Ogilvy, but I’m proud to have been a part of the IBM ebusiness launch campaign. It is probably one of the most iconic campaigns of our time, and it completely reinvigorated IBM from a tired old company to a brand changing the way the world does business. This is where I learned how to create, build and protect a brand.

GREG FALCIONE

I’ve done a lot, I’m looking to do more.

I value ideas over hierarchy. I simplify the complex. I have a serious bias toward action.

If you’re looking for a creative and strategic marketer who is both scrappy and understands massive scale, let’s talk.

I’ve spent my career building, scaling and reinvigorating brands.

HP Brand Relaunch