Allen Olivo

Current Acting CMO for PayPal.

Allen has been the Vice President, Global Brand Marketing for Yahoo!, since January, 2006, overseeing all advertising and brand marketing worldwide.

Prior to that, Allen served as the Vice President, Marketing for the San Francisco Chronicle and SFGate.com, directing the overall marketing for the newspaper and on-line properties.

In 2001, Allen rejoined Apple to serve as the Senior Director, Retail Marketing and was responsible for the retail marketing strategy and programs to launch and grow market share through the Apple Stores.

Allen joined Robertson Stephens in 2000, the leading technology investment bank, as Chief Marketing Officer and oversaw all worldwide marketing functions.

In 1999 Allen was recruited by Amazon.com as Vice President, Corporate Marketing, to help establish the company as one of the world’s premier consumer and Internet brands.

Beginning in 1994, Allen served at Apple Computer as Senior Director, Marketing Communications and was responsible for Apple’s worldwide advertising, public relations, website, online communications, packaging, collateral and direct marketing. As one of the architects (with overall ownership) of the Think Different campaign, he directed the integration of this branding into all communications worldwide.  Allen led the global launch of the highly acclaimed iMac launch campaign and directed integrated campaigns for all Apple products worldwide.

Prior to joining Apple, Allen was the Executive Director of Marketing Communications for Pacific Telesis and Pacific Bell.  Allen directed Pacific Bell Marketing Communications during the period of AT&T divestiture and helped to establish Pacific Bell as one of the strongest of the Baby Bells.

Here are three tips from Allen on how to do that with brand. 1. Focus on the “why” of your work. Allen says great brands solve customer problems. It’s not about the “what” of your product (other people do “what” you do) as much as the “how” the product uniquely solves a pain point or fulfills an aspiration. You are solving the pain points of society. You are helping us be our greater selves. Don’t just talk about what you do. Focus on what you change for the good in people’s lives. 2. Get all your staff on board. Branding is not your job alone. As Allen puts it, “Your brand is in the hands of everyone.” Each time someone writes, emails, calls, visits or attends an event and you respond, he or she is forming an opinion of you. Each person who receives your services is experiencing your brand. So do all you can to have everyone exude the essence of your work and why it’s worthwhile. 3. Know that brand is not a checkbox. You have to continuously think about how to build an enduring experience and lasting impact over time. Constantly consider how to provide a fulfilling experience for donors. That is what makes a brand. It’s not a campaign—it’s a way of working. As Allen put it so well, “You are selling experience, not just stuff.”