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On Team Leadership

I build, manage, inspire and mentor talent teams, working with unwavering accountability, to achieve the goals set out for us and that we set for ourselves. It is the team to whom my credit will always go. I believe, and have never been given a reason to doubt, that people at heart aim to do the best job possible. They will commit to work that gives them a true sense of accomplishment. They want to approach their work with a sense of purpose. When you start with that simple premise—people are self-motivated to do their best—everything else about managing and coaching the team falls into place. You’re nothing—nothing—without a great team.

As a leader you are responsible for crediting your team; you are equally responsible for recognizing an individual’s strengths and the efforts that contribute to everyone’s success. Treat them with respect and fairness and they will trust you to guide them when they, as we all do, stumble. When things are going well, and especially when the going gets tough, don’t forget to say thank you…and to say it often.

Our Teamwork

I am grateful to my teammates who have allowed me to do my best work. I am humbled by their commitment to excellence. So I’m proud to present this selection of work of the teams on which I was welcomed as a collaborator or was privileged to lead.

Thank you.

JLB

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Working with the United States Air Force has been one of the most extraordinary experiences in my career. Not only because of the importance and contribution serving the needs of the country and our national security, but because its goals and metrics for success are so well-defined. This allows a multidisciplinary group, all of whom are strategic thinkers, digital-first marketers and technology, to work effectively as a team on a singular mission: inspiring our nation’s talented and dedicated young people to consider service to their country in the United States Air Force.

Recognized with numerous awards for creativity and effectiveness, the site is a well-architected, design-forward, user-centric content experience that combines historical story-telling, inspiring examples of personal achievement and heroism and relevant career information. The simplicity and elegance of the front-end experience is matched by a sophisticated, stable and secure backend stack of data-management, marketing, media and measurement technologies and tools. The site is part of a broader lead-generation ecosystem of digital products and services including multiple experiential tours and event sponsorships.

There are dedicated, highly-interactive experiences within the Air Force recruiting website that expand on the information that is available to visitors about Air Force careers and provides clients with valuable metrics for engagement and successful lead conversion. These experiences appeal to the prospective recruits by providing a level of entertainment and competitiveness while at the same time presenting relevant information, in this case gamifying how career information is presented. This site is the second iteration of the game, which evolved to take advantage of browser-based technologies available to create enhanced, 3D and game engine mechanics. It exceeded all goals for engagement and is one of the hardest working drivers of leads within the site. It has won numerous awards.