Brent Bouldin

New Media Advisors

We are trusted digital marketing advisors helping brands clearly identify their greatest challenges and capitalize on opportunities.  We work alongside in-house leaders, creating solutions that drive sustainable growth.  We function as a strategic layer of checks & balances to vet big ideas, review go-to-market channel plans and maximize the ROI from our client's digital investments.  We partner with clients to maximize revenue, impact and market share.  Our services are tailored to solve short term pains for long-term gains. When our clients win, we win.

Partner

Choice Hotels International

Held overall responsibility for the company’s marketing strategy and programs.  Was responsible for Choice’s overall customer acquisition strategy across all media platforms, including television, digital, social, content and search.   Created and managed annual advertising budgets in excess of $115MM.

Head of Marketing, Media and Customer Acquisition

Bank of America Merrill Lynch

Provided executive leadership for Bank of America’s Digital Marketing and Media Center of Excellence.  Oversaw all digital media, search and paid social media programs for the entire Enterprise.  Responsible for end-to-end campaign strategies, media plan development, digital and television buying, digital campaign implementation and optimization and digital innovation.  Worked closely with Enterprise Head of Media and Chief Marketing Officer on digital strategies, fraud and verification standards and overall media approach.

Focus areas include digital media plan development, paid and organic search management, integration and optimization, creating and implementing campaign learning agendas and improvement strategies, oversight of multiple agency partners and ensuring strong integration between digital creative and media.

Senior Vice President - Enterprise Digital Marketing & Media Activation Executive

Deloitte Consulting

Manager in Deloitte's Strategy practice with a focus on Financial Services .  Provided strategic advisory services to leadership of Fortune 300 organizations on topics including digital strategy, e-commerce expansion, operational planning, product mix improvement, process redesign and enterprise cost reduction. Key clients included Thrivent Financial for Lutherans, CapitalOne, Nationwide, Unum and Bank of America.  Key projects focused on web strategy development, business transformation/cost reduction and merger/integration.

Manager - Strategy & Operations Practice

The North Highland Company

Senior Manager in the firm's Financial Services practice.  Focused on digital strategies in the Wealth Management and Banking industries.  Key clients included TIAA-CREF and Bank of America.

Senior Manager

Wachovia

Directed internal consulting teams providing thought leadership, marketing analytics and statistical support for marketing programs across the bank.  Key projects focused on re-entry into the credit card business, changing the segmentation methodology for mass market customers and developing bundled service offerings for under served markets.

Associate Vice President

FedEx

Developed and implemented marketing and site redesign strategies for FedEx.com.  Key projects focused on redesign and relaunch of FedEx.com and managing the relationship between FedEx and Microsoft around incorporating shipping capabilities into Microsoft’s Small Business offerings.

Product Manager

Wake County Public School System

Apex Senior High School - designed, prepared and delivered instruction to six different business technology classes.  Courses included Visual Basic, C++ and Advanced C++ programming for 125 students in grades 9-12.   Coached varsity and junior varsity boys basketball.

Business Technology Instructor

The Coca-Cola Company

Managed internal consulting engagement charged with creating the strategy for Coca-Cola’s Service Source fulfillment web site.

MBA Intern - Fountain Operations

Ernst & Young LLP

Senior Consultant in E&Y's Business Process Improvement/Strategy practice.  Key clients included Coca-Cola, Sunbeam, Time Warner Cable, Duke Energy and Ernst & Young International. Key projects focused on shared services, process improvement/cost reduction, Y2K readiness and merger/integration.

Senior Consultant

Partner - New Media Advisors ► Helping companies improve performance in digital marketing while also reducing marketing spend

𝗪𝗛𝗔𝗧 𝗜 𝗗𝗢: I empower marketers in regulated industries to improve their performance and achieve digital marketing success. I bring experience, focus and deep expertise across search, content and digital strategy that helps clients revive their digital programs, cut media costs, and build sustained growth.

𝗪𝗛𝗢 𝗜 𝗪𝗢𝗥𝗞 𝗪𝗜𝗧𝗛: I've spent the last 25+ years working in-house and consulting with more than two dozen companies across regulated industries.  These include:
🏛 Bank of America
🏛 Wells Fargo
🏛 Capital One
🏛 KeyBank
🏛 Cumberland Valley National Bank
🏛 Abby Bank
💲 Thrivent Financial
💲 TIAA-CREF
📈 Merrill Lynch
💰 U.S. Trust
🆘 Nationwide
🆘 Unum
🆘 the 4th largest insurance company in the world
🏛 the 4th largest Credit Union in Georgia 
🏠 a top 25 mortgage lender
📰 one of the world’s largest news agencies
💊 the 7th largest healthcare company in the world
🧬a telehealth and genetic testing provider
📈 the largest broker dealer in the United States
🚂 the second largest freight railroad company in the United States
⚡️ the 8th largest utility company in the United States

𝗪𝗛𝗔𝗧 𝗠𝗔𝗞𝗘𝗦 𝗠𝗘 𝗨𝗡𝗜𝗤𝗨𝗘: Having led marketing at some of the largest brands out there (as the former head of the Digital Marketing and Media COE at Bank of America and the Head of Marketing at Choice Hotels), along with having consulted at more than 20 companies across multiple regulated industries, I bring an unmatched blend of hands-on experience, insight and understanding of the digital marketing landscape and the unique challenges marketers face in regulated spaces.

𝗪𝗛𝗬 𝗜𝗧 𝗪𝗢𝗥𝗞𝗦:  You’re partnering with an expert.  I’ve done the work, built the teams and programs, managed the biggest marketing programs and budgets out there.  I know what works and what will produce results and I know how to operate in regulated industries.  When you want to work with someone that’s “done this before”, I’m your man.

𝗔𝗥𝗘𝗔𝗦 𝗢𝗙 𝗙𝗢𝗖𝗨𝗦
🖥 Digital Marketing Strategy
🔍Search Engine Optimization
🧾Content Strategy
🗺 Digital Media Planning and Activation
🖱 Search Engine Marketing / PPC Management
💻 Online Marketing
📣 Online Advertising
🎙️ Marketing Communications
📏Marketing Measurement and Attribution


𝗥𝗘𝗔𝗗𝗬 𝗧𝗢 𝗧𝗔𝗟𝗞? Feel free to connect with me here on LinkedIn or visit me online at www.newmediaadvisors.com.

I talked to a prospective client recently and the conversation got a little weird.

He asked me if I would be willing to guarantee results from the work we were discussing. I said, "What kind of guarantee are you thinking of?"

He said that his firm only made marketing investments if they were likely to generate "maximum ROI".

Still not sure what he had in mind, I pressed a bit. "For a channel like SEO, how would you measure that?"

"Can you guarantee me 1000% 𝗹𝗶𝗳𝘁 in site traffic?"

Uh...no. And anyone who tells you that they can guarantee anything close to that is setting you (and themselves) up for failure.

I thought maybe this gentleman may have been confused, so we kept the conversation going. 

I told him that 1000x lift in site traffic wasn't something I could guarantee him but that I knew they had significant opportunity to drive growth given how poorly their site was performing in search.

"Can you guarantee me 300% lift in account openings?"

I didn't immediately say no this time – but as we talked it through, come to find out, their website does not even have online account opening capabilities. 

So if we grew traffic by 1000% and flooded their site with qualified traffic, it would still be an entirely offline process to open an account that involves either calling a phone representative or going into one of their locations.

So...again...no. I'm not going to give a guarantee that the results he was looking for – which are largely outside the control of any work we're discussing – will yield a 300% lift in sales.

Look – the point is – if you're trying to find a magic bullet to solve your marketing issues, please let me know where you find it. We all want one and nobody's found one yet.

SEO, as I've said many times before, is the place I would invest my first marketing dollar. 

It's OWNED performance rather than rented attention and it keeps producing long after the spending stops (unlike virtually every other channel).

But...if you need guarantees that it will work in a very tight time window or at some virtually impossible ROI, it's not where you should be looking.

Instead, I advocate for a more sustainable approach: investing in SEO as the foundation of your digital marketing strategy. 

Unlike other channels that rely on rented attention, SEO builds owned performance that continues to deliver long after the initial investment. It's a compounding asset that can drive long-term growth and profitability.

Of course, SEO isn't a quick fix. It takes patience, expertise, and a willingness to adapt to evolving search landscapes. 

But, for senior marketing executives and CMOs who are committed to building enduring brand value and customer relationships, SEO is indispensable.

Ready to discuss how SEO can drive sustainable growth for your business? Let's connect and explore your unique challenges and opportunities. No empty promises, just data-driven insights and proven strategies to help you achieve your business goals.

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