Cash4Gold Growing Globally-CEO Speaks with DV on Company’s Expansions Worldwide

Daily Vista August 6, 2009

Direct buying company Cash4Gold announced plans for global expansion and the arrival of a new executive to help steer those efforts.

David Knight was named senior vice president of international marketing and expansion at Pompano Beach, Fla.-based Cash4Gold. Most recently, Knight was vice president of international marketing at online auction site eBay, where he was also VP of internal communication.

Before eBay, Knight spent more than 19 years serving in a number of roles at beverage company PepsiCo. During his time there he was VP of international marketing for Gatorade, leading the delivery of the brand’s first global integrated marketing campaigns.

Recently, Knight helped Cash4Gold expand into the United Kingdom, and his new position sees him bringing the company to additional global markets. He will report to Co-Founders Jeff Aronson, who also serves as chief executive officer, and President Howard Mofshin.

“In his short time at Cash4Gold David has already been instrumental in our extremely successful U.K. launch,” Mofshin said in a company release. “As we map out Cash4Gold’s continued global expansion, David’s impressive track record of building and maintaining top-tier international brands will be a huge advantage for Cash4Gold.”

Cash4Gold buys precious metals including gold, silver and platinum from the general public. Cash4Gold customers mail in their unwanted pieces and Cash4Gold reimburses them with money. Cash4Gold’s Aronson provided DailyVista with further information on Knight’s plans and the company’s overall strategy.

“David’s overall priorities are the international expansion of Cash4Gold,” Aronson said. “He’s scouting out different places around the world and making a shortlist right now of different countries that we want to hit first. We’ll be opening a new location under David’s watch every two months.”

Aronson said that Cash4Gold determines where to grow based on a country’s size and demographics, as well as regulatory issues, mail service and the level of ease in entering the country for trade purposes.

In addition to finding new areas of growth for Cash4Gold, Aronson said that Knight will be heavily involved in the company’s marketing efforts.

“He’ll be vetting out all of the agencies that we’re dealing with, coordinating the media buying and working with our media people in the states so that we can coordinate,” he said. Knight’s professional pedigree is a source of validation for Cash4Gold, Aronson said.

“Cash4Gold is one of America’s largest direct response advertisers, we’ve achieved every pinnacle that a direct response company hadn’t achieved and now we’re hiring the top class executives in the world,” he said. “That really holds massive amounts of integrity for the company and showing how big we’re getting.”

One of the biggest brand awareness initiatives for Cash4Gold so far has been its presence in this year’s Super Bowl featuring Ed McMahon. The company also participates in a number of charity events, including one with MC Hammer that fed more than 400 families in Stockton, Calif., for more than a month.

“The Super Bowl was a major branding issue, and through David’s guidance there will be a tremendous amount of different events and planning that we’ll be doing,” Aronson said. He added that because of the amount of television and online advertising that Cash4Gold does, the company is now on the radar of several agencies.

“The brand has become so big and David is taking to the next level and talking to different agencies, vetting them and putting them on a project-by-project basis,” Aronson said.

In addition to its in-house team, Cash4Gold works with Los Angeles-based Beck Media & Marketing for West coast communications, Los Angeles-based Euro RSCG Edge for media buying and London-based Portland PR for initiatives in the United Kingdom.

“We pride ourselves on using the best of the best, and that’s just another reason for bringing in
David, who has the pedigree and the longevity in the marketing industry to grow our business,” he said.

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