Christopher Boles is the director of global advertising and media for Xerox Corporation, Norwalk, CT. He joined Xerox in 2012 and currently manages Xerox brand and product advertising, including television, print, radio, out-of-home, digital display and paid search. His responsibilities include the formulation of advertising strategies, creative development, campaign development and implementation and media mix optimization. The development and implementation of custom digital and content programs with publishers comprises a major aspect of Mr. Boles’ role at Xerox. It is through these programs that he has learned the challenges of content marketing and the value it has at helping to reshape the perception of an iconic brand. Prior to Xerox, Mr. Boles led the Global Solutions Search Marketing team at MEC where he focused on search, social and content strategies. In his 10 years of experience, he has developed marketing strategies for companies such as Microsoft, Chevron, Colgate-Palmolive, Hyundai/Kia and American Airlines.