Jeff Bilyea

Biography

Jeff Bilyea advises both healthy and underperforming companies in the areas of marketing and sales force effectiveness. He brings deep experience in helping companies grow their topline while improving effectiveness of marketing and sales investments. He specializes in sales and marketing innovation, integrated media planning, promotions that create a sense of urgency, and developing digital marketing platforms (including web / mobile, social and customer relationship management (CRM)).Mr. Bilyea’s most recent engagement was advising a big box golfing retailer in the areas of digital and advertising effectiveness. Recommendations included a number of initiatives to drive higher online response rates as well as a shift in traditional media spend to achieve higher return on investment (ROI). Prior to the above engagement, Mr. Bilyea was engaged with the largest U.S. based restaurant operator to improve overall marketing effectiveness. Recommendations included a number of initiatives to drive greater promotional effectiveness, brand consistency and effectiveness, organizational realignment between corporate and the brands, and working vs. non-working media spend opportunities to reduce cost.Previously, Mr. Bilyea was the interim Chief Revenue Officer for a national big box retailer. Efforts included new marketing and pricing strategies as well as a new sales force effectiveness model to drive higher traffic and revenue lift.Mr. Bilyea also worked with a large national sportswear retailer to develop a new retail concept based on a new product branding strategy. Additionally, Mr. Bilyea advised a private equity-owned $400 million gourmet gifting company in marketing strategy across all channels to market – retail, online and catalog. The project revamped customer loyalty programs, customer segmentation, and new customer acquisition through online and retail programs. These initiatives are expected to increase sales by delivering more targeted brand messaging and an increase in customer spend for both current and lapsed customers.Prior to joining A&M, Mr. Bilyea managed the strategy group of an advertising agency where he advised clients across many industries on digital strategy, market segmentation and geographical expansion.Earlier in his career, Mr. Bilyea was a Business Development Manager at General Electric where he developed and executed market strategy and growth plans.Mr. Bilyea earned a bachelor’s degree from Wilfrid Laurier University and an MBA from Duke University with a concentration in marketing.

Research Interest

Advises healthy and underperforming companies in marketing and sales force effectiveness and he has proven track record of strong sales, profit and organizational growth with global Fortune 500 and mid-size firms in both B2C and B2B environments.Deep experience in the retail, restaurant and consumer packaged goods sectors