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Work Background
Oliver Gal Artist Co.Chief Marketing Officer (Fractional)
Jan. 2024 - Jun. 2024Hollywood, Florida, United StatesLed brand strategy, marketing, product innovation and GTM efforts to reposition the brand as the go-to destination for statement-making art.
Rock the Brands, LLCCEO & Founder
Aug. 2023Boca Raton, Florida, United StatesFounded a brand consultancy that specializes in helping D2C brands solve their biggest customer problems. Services include customer research & market analysis, brand strategy & positioning, brand marketing, go-to-market strategy, new product innovation, customer experience strategy, content strategy, brand partnerships and creative agency management. Open to work on a contract basis.
WayfairHead of Brand Strategy & Management
May. 2021 - Mar. 2023Leading brand strategy, development and management for Wayfair's family of brands (Wayfair, Allmodern, Birch Lane, Joss & Main & Perigold). Directing a team responsible for building the core brand management function, including customer segmentation, creative brief development, brand strategy, identity and architecture. I also apply these insights to help innovate the full customer experience across digital and physical touchpoints.
WayfairHead of Integrated Marketing
Apr. 2019 - Sep. 2021Greater Boston AreaLed and grew an integrated marketing team that created breakthrough ways to bring unique value to each customer, wherever they are. Responsible for brand and creative strategy, global omni-channel campaign development, public relations, partnerships and organic social channels. Worked cross-functionally across brand development, marketing analytics, creative, and product development to optimize the experience across the entire customer journey.
PwCPwC Innovation Leader, Workplace by Facebook
Aug. 2018 - Apr. 2019Lead innovation strategy and thought leadership for the Workplace by Facebook Platform at PwC
PwCManager, Brand & Innovation Strategy
Jul. 2014 - Aug. 2018Miami/Fort Lauderdale AreaLead strategy for innovation projects that reimagine and brand the customer experience across retail, CPG and tourism industries. Team leader who trains senior executives on design thinking. I connect unmet consumer needs with category white space to envision and create future state experiences, from having a conversation with a website to ordering dinner with one click. Projects highlights include:
• Created the Wishmaker crowdfunding platform for the Make-A-Wish Foundation.
• Transformed the marketing experience for a national lifestyle company by creating a gamification platform that trains employees on digital marketing and measures marketing performance across multiple divisions ("franchises") to save millions of dollars in months.
• Developed a global innovation accelerator program for one of the largest banks in the world, launching six new business offerings in one year.
• Co-led the global design thinking program for PwC, teaching staff how to develop customer-led innovation for their clients.
Beam SuntoryHead of Brand Strategy
Mar. 2012 - Jul. 2014Deerfield, IL• Head of Brand Strategy at PR%F, Beam’s internal creative agency. Responsible for building the strategy discipline from the ground up, including the Four Forces strategy framework
• Developed the Consumer Journey Initiative, leading a cross-functional team to develop an ownable, 360° path to purchase tailored for the spirits industry, leveraged across brands globally.
• Created the Food & Beverage Innovation Series, presenting to Beam’s biggest commercial customers like Hyatt and Darden Restaurants.
• Directed all creative strategy efforts by transforming myriads of data into compelling, actionable stories to inspire the creative work at Beam. This includes integrated campaigns, innovation, social media campaigns, and shopper marketing across brands globally. • Project highlights: Sauza Tequila global integrated campaign, innovation and brand architecture; Jim Beam master communications brief, innovation and packaging; Canadian Club and Ice Surge social campaigns; Jim Beam, Courvoisier, Pinnacle, Cruzan, Dekuyper, and Pucker activation campaigns.
Kellogg School of ManagementMBA Graduate
May. 2011 - Jun. 2012Evanston, ILCompleted the accelerated full time MBA Program with highest honors. Graduated in June 2012. Concentration in Marketing, Entrepreneurship and Management
EdelmanSocial Media Manager for AXE (Unilever)
Dec. 2009 - Mar. 2012Greater Chicago Area• Led team of four to launch the first social media program for AXE, increasing the online fan base by 488% and shifting positive sentiment for the brand by 23% in 18 months. • Developed a content strategy through crowdsourcing and analytics to integrate more engaging promotions based upon online consumer interests. Increased online engagement by 215%.
• Presented live from AXE events nationwide, bringing the brand experience online for fans in real-time by posting multimedia content, including celebrity interviews, on branded social media properties. This live reporting resulted in the highest online engagement rates in the brand’s history.
• Created content to engage the brand’s online growth market (women) through targeted topics, discussions and polling, increasing the online female fan demographic by 18%.
• Gained industry recognition as one of the top Facebook marketing campaigns of 2010.
• Won the Bold and Digital Award for outstanding performance at Edelman.
• Spoke at the Word of Mouth Marketing Association’s Community Engagement presentation.
Young & Rubicam GroupStrategic Planner
Jul. 2007 - Dec. 2009• Led research teams in brand repositioning for three separate integrated advertising campaigns, increasing brand affinity and recognition. In one campaign, sales grew by 30%.
• Developed the creative brief for the Kenmore appliance TV campaign and conceived the creative concept for the Kenmore Trio refrigerator national TV spot..
• Analyzed consumer mindsets and behaviors through qualitative and quantitative research to extrapolate new consumer insights that guided and inspired the creative work.
• Founded the agency client trend newsletter, Fresh Toast, as well as the agency Twitter page.
• Won the 2010 Bronze Effie Award for Hotels.com Smart Campaign.
Zimmerman AdvertisingAccount Coordinator/New Business Development
May. 2006 - May. 2007* Contributed to market research and developing promotional strategies to gain new business for specific accounts. Clients won include Six Flags, Crocs, Safeway and Seabourn Cruise Lines. * Conducted surveys, interviews, and focus groups to support business plans. * Helped create campaigns for Six Flags, Crocs, and Florida Panthers that are currently being implemented, such as sponsored websites and new product introduction. * Responsible for measuring campaign effectiveness. The Florida Panthers campaign resulted in a 15 percent ticket sale increase despite the team’s poor performance.
McCann EricksonSummer Associate
May. 2005 - Aug. 2005* Crafted a business plan for L’Oreal’s new product launch, AcneFree. * Performed in-depth market research, to get into the mindset of the primary target – middle-aged women. * Supported development of a unique strategic direction that set the stage for all future communications with AcneFree.
MTV NetworksIntern
May. 2004 - Aug. 2004* Contributed to generating the most number of hits in history on the MTV.com website during the summer months. * Assisted in gaming and ideation for MTV Shows, including Real World, Road Rules, and Total Request Live. * Developed interactive programs to target MTV’s teenage audience, such as personality quizzes based on individual show characters, and exciting episode guides for teens to catch up on their favorite shows.
NickelodeonIntern
May. 2003 - Aug. 2003* Communicated daily with the target market to gauge interest in specific programs and tracked program success according to programming on competitive channels. * Analyzed data from viewer responses and tracked the popularity of shows compared to competitive programming and indirect competition, such as movies, sporting events and other activities that compete for kids’ spare time.
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