Len Short is currently Chairman and co-founder of LotLinx, Inc, responsible for creating and launching the “LotLinx” ppc advertising network and the “Chug” car-buying network. Mr. Short serves on LotLinx’ Board of Directors.
“Chug” is a universal application layer that connects consumers directly with the nation’s 26,000 leading auto dealers, facilitating comparative shopping and price negotiation based on fair or “transparent” market value of new and used cars.
Mr. Short joined the board of RedEnvelope (NASDAQ: REDE) in the fall of 2007.
Prior to Chug, Mr. Short served as a founding partner, business development lead and Chief Marketing Officer of (product)RED.
Created with Bono and Bobby Shriver, and with support from The Bill and Melinda Gates Foundation, (product)RED is a unique marketing alliance built among leading global brands, personalities and media properties designed to raise public consciousness and interaction with the African Aids Emergency.
Mr. Short led the development of the (product)RED Business Plan and Licensing model, Branding and Marketing Plans as well as Business Development with (product)RED partners. Mr. Short’s branding and business experience was instrumental to the development of the founding Product Partnerships with American Express, Motorola, Gap and Converse.
(RED) was announced at the World Economic Forum at Davos (1/26/06), launched in the UK summer of 2006, and launched in the US in early October of last year. To date, (RED) has directed over $50 million of revenues to the Global Fund to fight Aids in Africa. (RED) is the world’s largest private contributor to this cause. Go to http://www.joinred.com
Mr. Short joined (RED) in the fall of 2004 from AOL, where he served as Executive Vice President, Brand Marketing. Responsible for leading all articulations of the AOL brand, Mr. Short orchestrated the successful consumer launch of AOL for Broadband- the firm’s crucial entry into the high-speed access market. Having joined the embattled firm in January of 03, Mr. Short acted quickly to address the customer value proposition for both narrowband and broadband customers with innovative content and communications programs. The impact of those moves, and the marketing programs devised to promote them, led to an abrupt reversal of negative business trends; customer base churn, forecast to result in an ’03 loss of 1.5 million households, was stabilized, and AOL returned to net-positive customer base growth by replacing losses in its traditional narrowband market with significant new growth in the crucial broadband and subscription-services businesses. Concurrently, media-based revenue more than doubled.
Prior to AOL, Mr. Short served as Chief Marketing Officer for Charles Schwab & Co. Mr. Short led Schwab’s emergence as the nation’s leading financial services brand, engineering products and programs that resulted in Schwab growing from 1 to nearly 9 million active accounts, adding over $850 billion in customer net customer assets under management. Under Mr. Short’s marketing leadership, Schwab became the leader in both Mutual Fund and Online investing, with 35 and 65% market share respectively. Schwab outpaced the growth of all key competitors in the Mutual Fund, Online Trading and Brokerage Services categories, with the lowest marketing to sales expense among all noted brands in each of those categories.
After joining Schwab in 1995, Mr. Short’s responsibilities grew from overseeing the company’s domestic advertising, brand management, and customer marketing & acquisition efforts, to include oversight of Schwab’s brand internationally. Mr. Short led the launch of the Schwab brand in the U.K., Canadian, Japanese, Hong Kong, and Australian markets.
Under his leadership, Schwab rose from a niche provider of discount services to become the most preferred brand in its category. Schwab’s growth led the industry, more than doubling the growth of its nearest competitors: Merrill Lynch, E*Trade and Fidelity.
Prior to Schwab, Mr. Short spent most of his career working in advertising agencies with clients such as American Express, AT&T, and MCI. The majority of his experience comes from the ten years he spent in the “phone wars”, where his contributions included developing and launching Friends & Family for MCI.
Mr. Short was President and CEO of Worldwide 1 on 1, a New York-based Direct Marketing/CRM Agency. He also served as Executive Vice President and a member of the Board of Directors of its parent company, N.W. Ayer. Through acquisitions and mergers led by Mr. Short, Worldwide 1 on 1 became one of the leading Direct/Customer Relationship Marketing Agencies, with clients including Citicorp, AT&T, Marriott, Chrysler, and GE Capitol. Prior to forming Worldwide 1 on 1, Mr. Short was General Manager of Ross Roy Direct, Headquartered in Bloomfield Hills, Michigan.
In addition to General Management responsibilities, Mr. Short has held the role of Chief Strategy Officer, and Director of Account Planning, serving leading consumer companies in the Financial Services, Telecommunications, Automotive and Travel industries.
Mr. Short’s work in the area of strategy and product planning has been widely recognized by leading Marketing and Advertising trade associations- most notably The American Marketing Association’s “Best New Product Award” for MCI’s Friends & Family, as well as several Gold Effie Awards for product and brand work in various consumer categories. Early in his career, Mr. Short’s creative work was awarded top honors at The One Show, The Art Director’s Club of New York, The DMA Echo Awards, and The Francis Hatch Awards. International awards include a silver palm from the International Advertising Festival at Cannes.
Mr. Short began is career in Boston, holding senior management positions with Rizzo Simons Cohn, and Eastern Exclusives (now known as Digitas- the nations leading Direct Marketing and Interactive agency (NASDAQ:DTAS).
Mr. Short graduated from Boston University with a B.S. degree in Communications in 1982. He resides in the San Francisco Bay area.
Chug is a service mark of Bitstock, Inc a privately held Internet Commerce and Network Services company.
RedEnvelope (NASDAQ: REDE) is the nation’s leading online Gift retailer.
(product)RED is a privately held operating subsidiary of The Persuaders, LLC.
AOL, a division of Time Warner (NYSE: TWX) is the nation’s leading provider of online services and content with over 22 million household customers.
The Charles Schwab Corporation (NASDAQ: SCHW), through its principal operating subsidiary, Charles Schwab & Co., Inc., (Member NYSE/SIPC) is one of America’s largest financial services firms. Schwab provides a full-service investing experience to customers through the Internet, 368 branch offices, speech recognition, touch-tone telephone, e-mail, multilingual and international services, and access to professionals day or night. As of February 2004, the company served 8 million active accounts with $1 trillion in customer assets.