James Archer is an executive, author, speaker, and expert consultant in marketing and design. He's worked with clients like Disney, Microsoft, Walmart, Motorola, Nvidia, Yahoo, and many others. He's worked on projects that have appeared in U.S. News & World Report, Fast Company, Business Week, Entrepreneur, The New York Times, AdAge, TechCrunch, and NPR.
James has spoken at more than a hundred conferences, workshops, and other events internationally, including appearances at SXSW, Creative Mornings, Phoenix Design Week, Method & Madness, MOBX Berlin, and the Business of Software Conference. He's also written more than a hundred articles about design and marketing for Inc. Magazine and other publications, blogs, and websites.
You can email me at email@example.com or text me at (480) 788-0291.
Chief Marketing Officer
LevelUp (multifamily smart tech) • Mar 2018 to present
Currently overseeing comprehensive marketing efforts that have transformed an underdog startup into a strong player in the multifamily smart tech space that's continuing to expand into new markets.
Director of Product Design
Infusionsoft (marketing software platform) • Mar 2017 to Mar 2018
Managed a team of 10 product designers, content strategists, and user researchers in designing new products (including AI/ML efforts) and overhauling the company's legacy flagship product.
Head of Design & Marketing
Crowd Favorite (international digital agency) • Jul 2014 to Mar 2017
Managed the company's Design, Content, and Marketing teams (working with clients like Disney) and oversaw the push toward a higher-performance culture throughout the company.
Chief Executive Officer
Forty (marketing and design agency) • Jan 2003 to Jan 2014
Founded and managed a team of up to 12 marketers, designers, content strategists, and software engineers providing design and marketing strategy for clients like Microsoft, Motorola, and Yahoo.
Rhino (web design and marketing firm) • Dec 2003 to Dec 2004
Provided strategic digital consulting and project management to a diverse portfolio of clients. Pushed for and oversaw the adoption of new web standards and design techniques.
JDA (major supply chain software company) • May 2001 to Jan 2004
Managed a team of writers responsible for thousands of pages of educational and technical documentation across a portfolio of 20+ enterprise-grade software applications.
Truth Well Told: The foundational principle of marketing is "Truth Well Told," meaning that we use every advantage we can to communicate our message as effectively as possible, but at all times we ensure that what we're saying is honest and factual. If what you're saying isn't the truth, you're not marketing, you're just lying.
Psychology Applied to Business: Marketing is primarily the application of psychology in a methodical and intentional way to convey a company's positioning and messaging to their target audience taking advantage of everything we know about people's behavior, reactions, and interpretations to help us break through the noise and stick in their heads.
Qualitative AND Quantitative: Because marketing is built on a foundation of human psychology, any effort to distill it down exclusively to numbers in a spreadsheet will lead to poor performance. The greatest marketing campaigns of all time all have one thing in common, and that's that they took the human side of marketing into account as well as the numbers.
There's No Easy Marketing: The massive volume of marketing effort being put into every possible channel by countless businesses large and small ensures that every possible simple approach has already been saturated, meaning that an effective marketing initiative will always require creativity, strategy, cleverness, and originality in order to stand out and achieve great results.
Content is King: In an era when every marketing channel has become pay-to-play, reducing its effectiveness relative to the effort required, the production and distribution of powerful content that resonates with customers remains one of the most cost-effective and viable marketing strategies, as well the one with the best long-term potential.
Empathy is the Core of Design: Design demands a deep understanding of the people we're designing for. My approach is to immerse myself in their world, to grasp not just their apparent needs, but their unspoken ones too. Every design decision stems from this foundational empathy.
Design is About Solving Problems: Design isn't about art or personal expression, but rather about solving real problems in the real world, whether it's how to communicate a message, simplify an interface, or turn a poor experience into one that people love. Good design isn't a matter of opinion, it's a matter of results.
Design Drives Business: Because design fundamentally is a problem-solving practice, it's inextricably linked to business outcomes. Customer acquisition, satisfaction, and retention derive directly from the experiences designed for them, and failure to intentionally craft those experiences results in colossal amounts of money left on the table.
Process Drives Design: Successful design emphasizes understanding and adherence to the fundamental process of design (empathize, ideate, define, prototype, test, and iterate), rather than focusing on skills, tools, or experience.
Good Design is Intensely Focused: Every element of an effective design, from color to typography to composition to motion to everything else, should be intentionally crafted to accomlish the specific goals of that design. Design is most effective when every element is focused in the same direction.
There's no Room for Ego: The best solutions to complicated problems require the enthusiastic collaboration of people from multiple disciplines, and that requires egos, assumptions, preferences, and biases be set aside in the name of solving bigger problems.