1822 South Bishop St. Apt. 305 | Chicago, IL 60608 |[email protected] | 312.401.3108
PROFILE
Outcome oriented advertising professional with a solid track record of developing and executing integrated communication strategies that generate measurable results for organizations. Trusted partner to senior marketing leaders due to proven strategic thinking, creative problem solving and leadership skills. Expertise in branding, consumer insights, engagement planning and digital strategy, with a focus on unearthing behavior changing insights to inform effective messaging and media strategies that bridge online and offline worlds. Excellent presentation and team communication skills and recognized for an ability to foster integration between cross-functional teams.
PROFESSIONAL EXPERIENCE Cramer Krasselt, Chicago IL (2009-Present)
Full service independent advertising agency with 500+ employees and $1B in billings
Account Experience
Cedar Fair Entertainment Company, Crocs, Edward Jones, Heinz, Panera Bread, Porsche & Under Armour
Vice President, Planning Director 2011-Present
• Lead strategic positioning for Panera Bread’s ‘Live Consciously. Eat Deliciously’ campaign that consists of a fully integrated communications plan including online advertising, social media, email, PR, microsite, print, TV, OOH, transit, and radio. Campaign resulted in a 23 percentage point increase in purchase intent and 24 percentage point increase in familiarity within the brand tracker just three months after launch and generated an 18 percentage point increase in brand
advocacy. The microsite received ½ million visits from people who spent an average of 21 minutes on the site. The online video received over 2MM YouTube views and the social component generated nearly 1MM interactions.
• Developed brand positioning for 13 amusement parks within the Cedar Fair Entertainment Company park portfolio (E.g. Cedar Point, Knott’s Berry Farm, Canada’s Wonderland, California’s Great America). Conducted consumer research and market sizing analysis to determine key growth segments. Developed and implemented integrated messaging and channel strategies to reach and motivate audiences through online and offline media. Campaign increased 2011 to 2012 year over year revenue for the organization by $40MM.
• Responsible for strategic development for agency new business pitch wins including the $40MM Panera Bread, $50MM Cedar Fair Entertainment and $20MM Porsche accounts.
• Launched Edward Jones “Iconoclast” advertising campaign and responsible for ongoing campaign evolution. Helped develop digital extensions of the campaign through content partnerships like Edward Jones’ “Chatting Cage” on MLB.com and Good Morning America’s “Newsmakers". Collectively the campaign has increased consumer consideration for the firm by 15 percentage points since 2009.
• Develop messaging and contact strategies for Edward Jones’ performance marketing initiatives. Expanding direct marketing program to include a coordinated contact strategy through direct mail and one-to-one digital channels. • Supervise two brand planners. Responsible for overall development through mentorship, training, performance
evaluations and day-to-day instruction.
Senior Brand Planner 2009-2011
• Directed media engagement planning and strategic development for Heinz’s Ore-Ida brand. Success with this initiative increased agency responsibilities to include approximately $30MM in media planning and buying.
• Launched global rebranding effort for Crocs shoes through the “Feel the Love” campaign. Successfully increased consideration among target audience by 4 percentage points and reduced negative consideration among general population by 7 percentage points in just two months. Increased client revenue 55% from 2009 to 2011 and drove a 10 point increase in stock price from March 2010 to March 2011.
• Developed digital campaign for Under Armour women’s line. Increased Under Armour’s relevance among young female athletes and drove growth in women’s sales that outpaced growth in men’s sales during same time period.
Arnold Worldwide Boston, MA (2005-2009)
International advertising agency with over 1,200 employees, offices in 15 countries and $115MM in revenue
Account Responsibilities
Carnival Cruise Lines, City Year, RadioShack, Purina & Volvo
Senior Brand Planner 2008-2009
• Developed brand strategy for Carnival Cruise Lines. Redefined target audience and developed new positioning which inspired the “Fun for All. All for Fun.” advertising campaign. Designed and conducted consumer vacation planning study to inform online communication strategy.
• Managed rebranding effort for City Year, non-profit service organization. Identified insights among millennial audience that informed advertising and media strategy in effort to encourage participation and increase qualified applications to the corps.
• Participated in Planning for Good; collection of brand planners who conceptualize strategic solutions for marketing of non-profit organizations.
Brand Planner, Arnold Worldwide 2007-2008
• Managed day-to-day brand planning responsibilities including the strategic development for RadioShack’s “Do Stuff” campaign and product promotional marketing efforts. Managed research initiatives including creative testing and brand tracking.
• Nominated for and completed coursework for American Association of Advertising Agencies Institute for Advanced Advertising Studies.
Assistant Brand Planner, Arnold Worldwide 2006-2007
• Helped develop Volvo’s “Life is Better” campaign which separates Volvo from other premium car brands by selling togetherness vs. status to car lovers who place a premium on shared experiences.
• Produced proprietary cross-industry “green” study in collaboration with Arnold’s business insights team. Educated clients about ways to effectively approach “green” marketing through discrete segments of green consumers.
Assistant Account Manager, Arnold Worldwide 2005-2006
Account Management Intern, Arnold Worldwide Summer 2005
Advertising Intern, NL Partners Spring 2005
Assistant Athletic Director, North Yarmouth Academy 2004-2005
ADDITIONAL EXPERIENCE
• Junior board member, Off the Street Club, Chicago, IL 2010 - Present
• Marketing consultant; Advisor to the board, Shortbord, Boston, MA 2009 -2010
• Consumer insights consultant, Nine Naturals, Chicago, IL 2010 - 2011 EDUCATION
Kellogg School of Management, Northwestern University Degree anticipated, 2014
Evanston, IL • Executive Masters of Business Administration
Amherst College 2004
Amherst, MA • B.A. Psychology
• Women’s Varsity Soccer 2000-2003, Captain 2003; Friends of Amherst Award 2003; NESCAC Champions 2001, 2003; NCAA Regional Champions 2002; NCAA Finalists 2001; ECAC Champions 2000