I have a new job at Lenovo and figured since a few partners, customers, and suppliers read this blog, it might be efficient to take a crack here in public at describing what it is that I do.
Some background. Every year the executive ranks at the company are presented to the CEO and senior vice president of human resources in a process known as the “OHRP. ” I don’t know what that acronym means exactly, but it is the one time a year I get asked “what does Dave want to do next?” I get talked about but I am not in the room.
The OHRP form — an Excel template — first gets filled out by me. I first did the onanistic-assessment thing to myself at McKinsey where evaluation and feedback is the backbone of the Firm.
One of the fields on the OHRP is essentially the question I dread: “What do you want to do with your life?” I dunno. This year’s OHRP, with me coming down and back from the Beijing Olympics, I wrote: “Work in China” and “Focus more on blogging and social media marketing.”
I got my wish. Coming into this new year, Lenovo did a reorganization of marketing with the result that I now divide my time pretty much between two things:
- Social media marketing: think blogs, monitoring, word of mouth, conversational, digital branding and content publishing … stuff aimed at defining the Lenovo brand online, staving off unhappy customer experiences, and persuading the world that it is better to be an owner of a Lenovo than any other PC or device on the market.
- Project Mayhem: my Fight Club code name for the project that shall not be named. This is the thing I took on in September, but am now engaged with as the marketing guy since early December. This is the coolest thing, the holy-moly thing. The change-the-world and sit-down-and-shut-up thing.
I give up a few things and the following things no longer apply but I remain an interested party and bystander to the following former responsibilities:
- Web marketing: paid search, display/banners, affiliate, email … anything direct and focused on CPC, CPM, CTR, etc. etc. …. that moves to a new global direct marketing function headed up by my esteemed colleague and fellow Red Sox fan, Steve Starkey.
- Web metrics: those stay with Jim Hazen, but no longer are a direct part of my day-to-day, at least not ecomm metrics. Blog and social metrics I do care about.
There it is. I move from the bottom to the top of the marketing “funnel” and I get to do somethingwith people with titles like “Distinguished Engineer” and “Visionary.”
New year, new challenges, some regrets, but a lot of excitement.