John Haake

Eliminating diesel leak in modern yard operations with Orange EV’s turnkey solution of electric terminal trucks, chargers, and service.

New York8.5k followers

Orange EV

ex-Flashtalking by Mediaocean

ex-Leverage Lab

I’m a full-stack marketing professional with 15+ years of cross-disciplinary experience that blends adtech, martech, and first-party data strategies to drive measurable business outcomes.
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My career spans the entire marketing ecosystem, from launching and growing disruptive SaaS platforms (DSPs, DMPs, CDPs, DCOs) to directly growing eCommerce brands using these same tools. I’ve supported Fortune 500 advertisers and emerging challengers, leveraging complex tech and data to build actionable strategies that drive revenue, LTV, and market share. On the brand side, I’ve supported go-to-market and full-funnel growth for consumer brands like Overnight Caskets, Uprising Foods, and Victoria Beckham Beauty by leveraging first-party data strategies, AI-driven affinity scoring, predictive audience targeting, and performance media to drive customer acquisition and retention. At Overnight, I helped double revenue in 18 months by aligning new sales channels and marketplaces with creative storytelling and data-informed audience engagement. Prior to that, I helped grow an entire alphabet of disruptive SaaS solutions, including multiple exits with Mediamind (IPO) and [x+1] (acquisition by Rocket Fuel). I’ve advised, positioned, and grown the platforms that power the world’s most sophisticated advertising strategies. Whether I’m working with emerging SaaS technologies or consumer brands, I bring: • Hands-on fluency with tools like GA4, Meta, CTV, 6Sense, Hotjar, Adobe Experience Manager, Shopify, BigCommerce, and Triple Whale • Expertise in digital transformation, demand generation, customer lifecycle marketing, account-based marketing, and omnichannel retail • A proven track record leading cross-functional teams across creative, earned/owned/paid media, product, and sales From high-net-worth audiences to everyday consumers, I unleash the power of data and technology to energize full-funnel strategies that drive measurable outcomes.

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GTM Index

GOTHAM ADVISORY,JOB
1. Signature Headstones: DTC…
  3Y 7M
2. Fractional Growth Lead
  19Y 7M
3. Greatwater Opportunity Fun…
  1Y 11M
4. SignalKit: k-12 EdTech Adv…
  1Y 11M
5. Strategic Mktg Transformat…
  2Y 11M
6. ADRIZER: VP of Mktg
  2Y 11M
7. NATIVO: VP of Mktg
  3Y 11M
8. Verve Mobile: CMO
  2Y 11M
9. Synaptic Digital & The New…
  2Y 11M
10. ANGARA Jewelry - Ecommerce…
  2Y 11M
AGUA VIVA INTERNATIONALJOB
1. Advisor
  1Y
OVERNIGHT CASKETSJOB
1. Affiliate Strategies
  3Y 7M
ORANGE EVJOB
1. Mktg Lead
  7M
LEVERAGE LABJOB
1. VP of Sales and Mktg; DTC…
  3Y 11M
FLASHTALKING BY MEDIAOCEANJOB
1. Chief Mktg Officer
  2Y 11M
ROCKET FUEL INC, FORMERLY [X+1]JOB
1. VP, Mktg
  1Y 11M
HOOKLOGIC, INC. (ACQUIRED BY CRITEO IN 2016)JOB
1. VP, Mktg
  2Y 11M

Job: Gotham Advisory, LLC — ADRIZER: Vice President of Marketing · 2017 – 2019 — ✅ Wrote, designed, and launched a new web experience using webflow.io. ✅ Implemented a content marketing strategy that increased organic search traffic by 2x. ✅ Increased earned media placements YoY by 4x ✅ Crystlized a new automated revenue generation marketplace powered by AI positioning ✅ Increased marketing-qualified leads 5x ✅ Key participant in enterprise sales process.
Job: Agua Viva International — Advisor · 2025-08 – present — Ask me about Agua Viva! We improve the health conditions of extremely poor and remote communities that are too often overlooked by local governments and large humanitarian organizations by providing reliable, clean water sources.
Job: Flashtalking by Mediaocean — Chief Marketing Officer · 2015 – 2017 — ✅ Successfully repositioned the point solution into a dynamic creative and analytics SaaS platform. ✅ Built a global marketing organization from scratch, introducing a product marketing discipline with formal GTM. This global earned media apparatus increased news placements by 4x and implemented a marketing automation platform integrated with Salesforce. ✅ Designed and managed successful marketing programs, sales collateral, user conferences, global educational series, and thought leadership.
Job: Leverage Lab — VP of Sales and Marketing; DTC Strategist; Strategic Partnerships · 2020 – 2023 — I lead sales, marketing, and business development efforts, helping Fox Media, TIME, Penske Media, and NetApp personalize every consumer touchpoint with the power of a unified data set. We are preferred reselling partners for 5 of the highest-rated customer data platforms. Doubled new business revenue in the first year of leading sales. Served as DTC practice lead, building out first-party data strategies that drive personalization throughout the user journey for brand advertisers: ✅ UpRising Foods ✅ Victoria Beckham Beauty ✅ KISS Eyelashes ✅ Skillpath ✅ Surratt Beauty ✅ Capcom ✅ Wawa ✅ Netapp
Job: HookLogic, Inc. (Acquired by Criteo in 2016) — VP, Marketing · 2011 – 2013 — Think paid search on retail sites. Advertisers bid to win top-of-sort placement in relevant site searches and category sorts across a network of retail sites that carry their products. ✅ Introduced native paid search and sponsorship to e-commerce retailers. ✅ Authored and produced an innovative website that successfully wove disjointed business units (HookLogic, AutoHook, RSE) into a single coherent narrative that resonated with all relevant audiences. Increased lead generation by 800%. ✅ Launched Retail Search Exchange, the first multi-retailer product marketplace. Led product marketing GTM, sales enablement, PR, thought leadership, speaking, and digital lead-gen.
Job: Gotham Advisory, LLC — Synaptic Digital & The News Market: Vice President Marketing · 2010 – 2012 — ✅ Led rebranding efforts for The NewsMarket post-acquisition of MediaLink, positioning as a tech platform with managed services. ✅ Developed strategic partnerships with enterprise brand advertisers, global manufacturers, charities, and NGOs. ✅ Partnered with General Motors & WPP on research measuring the benefits of multichannel messaging. A supporting streaming video webcast attracted 300+ unique live visitors and 1000s of on-demand views. ✅ Achieved a 20% increase in client base
Job: Gotham Advisory, LLC — Signature Headstones: DTC Advisor · 2023 – present — ✅ Wrote, built, and launched a new ecommerce site that included a sophisticated product configuration app on the product detail page. ✅ Produce multiple high-value content marketing assets. ✅ Improved site conversion rates 1.7x across three sites through redesigns emphasizing enhanced user experience (UX), data-driven personalizations, and conversion rate optimizations (CRO). ✅ Oversaw a 23% increase in organic traffic growth through a revamped SEO strategy, custom content creation, and backlinks. Consistently won top rankings across all competitive keywords.
Job: Gotham Advisory, LLC — ANGARA Jewelry - Ecommerce Consultant · 2007 – 2009 — ✅ Led all marketing, advertising, and ecommerce strategies for direct-to-consumer retailer ANGARA, an early DTC retailer in the competitive luxury jewelry market. ✅ Revamped the website and added a sophisticated online product configurator for the semiprecious gems line. ✅ Built the first influencer program, recruiting the BBC's Katty Kay as our key advocate.
Job: Gotham Advisory, LLC — NATIVO: Vice President of Marketing · 2016 – 2019 — ✅ Introduced a comprehensive GTM process to increase product launch velocity and reposition publisher solutions. ✅ Implemented HubSpot to support an account-based marketing strategy. ✅ Overhauled all key sales materials, focusing on highly defined ideal buying personas. ✅ Led a complete repositioning of media sales narrative, expanding content marketing products for consumer decision-making. ✅ Developed and executed comprehensive product marketing strategies for SaaS platforms like Nativo, driving $13M+ in marketing-sourced revenue and achieving 9.5:1 ROI. Successfully aligned business objectives with cross-functional teams to outpace competition and deliver growth at scale. ✅ Consistently…
Job: Rocket Fuel Inc, formerly [x+1] — VP, Marketing · 2013 – 2014 — [ACQUISITION] Integral in positioning [x+1] for a successful exit. Led the effort from the [x+1] side in crafting unifying messaging for the new Rocket Fuel. ✅ Led SaaS startup through a rebranding strategy resulting in a $230M Rocket Fuel acquisition. ✅ Solidified DMP positioning by leveraging the “Leader” rating in the Forrester Research DMP Wave report. ✅ Launched a Salesforce-integrated website. Managed search, display, and RTB paid media. Produced multiple original research pieces. Increased non-sponsored press opportunities by 6x.
Job: Overnight Caskets — Affiliate Strategies · 2023 – present — Disrupting a stodgy industry with innovative DTC strategies and first-party data. I have P&L responsibility across multiple brands (Overnight Caskets, Trusted Caskets, Signature Headstones, Prime Caskets) and revenue channels, including O&O e-commerce sites, shopper marketplaces (Amazon, Walmart, and Costco), and a budding affiliate network. "Delivering peace of mind in difficult times."
Job: Gotham Advisory, LLC — Fractional Growth Lead | SaaS GTM | Marketing & DTC Strategy | Business Development · 2007 – present — Advising consumer brands and technology-based companies across multiple industries, focusing on driving customer growth and retention. Gotham Advisory provides practical leadership that spans market positioning, public relations, and performance marketing. Proven track record of success in positioning startup technologies for growth.
Job: Gotham Advisory, LLC — Greatwater Opportunity Fund: Marketing Advisor · 2019 – 2020 — ✅ Developed marketing communication materials to help explain the benefits of Opportunity Zone investments ✅ Wrote, designed, and launched website ✅ Press outreach ✅ Produced Investor materials
Job: Orange EV — Marketing Lead · 2026-01 – present — Diesel powered yard operations for the last century. Orange EV delivers turnkey solutions built for the next. Orange EV is the leading manufacturer of purpose-built zero-emission terminal trucks in North America. Manufactured in Kansas City, Orange EV delivers a turnkey electrification solution that includes Class 8 EV trucks, on-site service, and chargers, including the Orange Juicer™ CCS1 battery-integrated charging system, empowering fleets to deploy yard operations with superior reliability in days or weeks, not years.
Job: Gotham Advisory, LLC — Verve Mobile: CMO · 2013 – 2015 — ✅ Crystlized the messaging around location-based audience segmentation. ✅ Developed and implemented a "News Jacking" PR strategy to increase earned placements by 6x in the first six months. ✅ Solidified positioning around driving foot traffic to retail. ✅ Implemented Salesforce marketing automation to streamline processes and improve efficiency.
Job: Gotham Advisory, LLC — SignalKit: k-12 EdTech Advisor · 2019 – 2020 — Helped reposition SignalKit, a SaaS platform for school districts to manage their communities through in-app voice, SMS, email, and push notifications, for acquisition by ParentSquare.
Job: Gotham Advisory, LLC — Strategic Marketing Transformation for Regional PI Law Firm · 2018 – 2020 — Led the development and implementation of a marketing playbook for a multi-office personal injury law firm across North Florida and Georgia. The strategy modernized attribution and optimized media investment across traditional (OOH, radio, direct mail) and digital (paid search, social, CTV) channels. Key Contributions: ✅ Developed and deployed a 3-touch attribution model integrating CallRail, GA4, and HubSpot ✅ Launched AI-powered lead scoring based on user behavior and content engagement ✅ Relaunched a referral program using tiered incentives and trackable links ✅ Conducted channel-specific holdout testing to optimize spend across CTV, audio, and display ✅ RESULTS: +48% lead-to-…
School: S.I. Newhouse School of Public Communications at Syracuse University — MA, Advertising
School: University of Missouri-Kansas City — BA, Speech, Film Studies

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SalesforcePersonal Injury LawStrategic MarketingMarketing AnalyticsCampaignsWeb AnalyticsMarketing CampaignsKey Performance IndicatorsStrategic ThinkingSales Pipeline DevelopmentSalesforce Marketing CloudMarketing AutomationGoogle AdsFacebook AdsPerformance MarketingMedia BuyingBrand BuildingCPG IndustryB2B MarketingP&L ManagementLeadership

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John Haake

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