Carie Beeman - CMO/Head of Marketing,

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Work Background

Homefront BrandsChief Marketing Officer

Mar. 2023Charlotte, North Carolina, United States

City Facilities Management (US) LLCSenior Vice President Marketing

May. 2022 - Mar. 2023Lead all aspects of full-funnel marketing to drive value and sustainable growth across the organization. Was brought on as member of executive leadership team to build brand strategy and lead marketing efforts for all North America in order to increase brand awareness and improve brand reputation. • Brand Strategy/Positioning/Storytelling – revamped omnichannel messaging to align with 4 key business pillars – Facilities Management, Building and Engineering, Intelligence and Performance, and Sustainability to build brand awareness about our end-to-end facilities management solutions. Created value statements that differentiate CITY and address customer needs. • Created Demand Generation Strategy – CITY needed a plan to increase awareness and drive sales leads. Revamped website to make it more user-friendly and align with new positioning and messaging, SEO audit revealed poor site speed and low google rankings due to poor use of keywords and metatags. Restructured the main pages and have made significant improvement in traffic which is up by over 100% - attributed in part by starting paid advertising in industry pubs both print and digital along with overhaul of both organic and introduction of paid social and new CRM strategy that includes targeted sales email drip campaigns which resulted in 25%+ OR along with 12% CTR. • Content Strategy and Brand Reputation – Introduced new CITY BLOG along with ghost written PR articles that are pitched to industry media to bring thought leadership to CITY, increase brand reputation and improve SEO. Articles are focused on 4 key brand pillars and trends in the industry. Articles are posted on our BLOG page 2x weekly, used in social and email campaigns. • Business Development – created new business development plan that included account based marketing principles to targeted prospects at key accounts.

PODS | Storage Mobility (Acquired by PODS Enterprises, Inc.)VP Brand

Nov. 2019 - May. 2022Clearwater, FloridaLed all revenue generation strategies across paid, owned and earned channels. Channel strategies drove record breaking traffic, call, lead and quote growth which resulted in sustained revenue growth +30% for 3 years. Brand Strategy: Refreshed and launched new brand strategy to move PODS as a challenger brand to a top tier brand in the moving and storage industry. Leveraged research and extensive customer insights across the customer journey. Updated visual identity from 20-year-old brand to a fresher, more modern look, feel, tone and messaging across all internal/external touchpoints. Delivered significant lift +5% in both aided and unaided awareness through more powerful creative storytelling that resonates with target customers. Segmentation and Targeting: Drove creative, messaging and targeting across 4 key segments and pillars. Leveraged research, non-branded key words and compelling content aligned to each audience. Demand Generation: Led the planning, creative, and production across all channels. Revamped media planning to better mix model leveraging MMM/MTA delivering 23% more traffic YOY and +30% revenue while reducing CPQ by -37%. Content Strategy: Compelling story telling targeting clearly defined customer segmentation. Created messaging matrix with reasons to believe for each audience/product/segment. Improved customer communications to better educate and convert with more clear CTAs. SEO focus on local and blog content improved engagement and conversion going from 200,000 views to over 1Million in online traffic over 6 months. CRM channels improved engagement with OR of over 40% improvement and 12% conversion improvement. •Brand Reputation: Lead all brand reputation including public relations strategy and implementation. Overhauled ratings, reviews and listings management. Improved overall brand reputation from 3.5-4.2 through response SLA’s, implementation of technology and customer experience training. Oversee Social strategy and listening.

HertzSenior Director, Brand Experience

Mar. 2015 - Nov. 2019Stood up first dedicated customer experience team to instill a customer-first mindset across the organization. Led development of new products, process change and technology development to increase customer engagement, satisfaction and loyalty across the HERTZ customer journey resulting in promotion after 1 year. • Customer Experience/Product: Led the rollout of $100M new Ultimate Choice product launch across North America including product design, facility guidelines, timelines, budget and project plans. Increased NPS by 14% and returned Hertz to #1 in customer satisfaction by JD Power for first time in 15 years. Rolled out new transformative speed of service offering with CLEAR improving NPS by more than 20 pts for locations with the product available – won CXPA Innovation award. • Brand Management: Led design and rollout of Hertz, Dollar and Thrifty rebranding globally across all customer touchpoints through extensive customer segmentation, research and insights. New brand identity, voice, tone, messaging to bring a leading 100 year-old Hertz brand to be more modern and visually appealing. Created differentiated value props for each brand to drive customer engagement. • Franchise Marketing: Work with franchise community to support local marketing efforts and gain buy in to corporate sponsored iniatives. • Agency Management: Day-to-day management of 3 external creative agencies. Develop, implement, and measure integrated marketing campaigns across paid, owned and earned channels that drive brand affinity. • Partnerships: Manage relationships with several key strategic partners to create activations that drive customer affinity and brand loyalty – GM/Chevy, CLEAR, Marriott, Tesla, Porsche, and Nascar. • Team Leadership: Built a new team of 8 to define new innovative products and services. Design, test, measure, and drive world-class customer experiences across every customer touchpoints.

Clinic for Rehabilitation of WildlifeDirector of Marketing

Jun. 2014 - Mar. 2015Sanibel Island, FLResponsible for growing our reach in the SWFL market. Lead all marketing, branding, and advertising, efforts through an integrated content-driven marketing plan. Face of CROW for all media relations. Rebranding of CROW logo and website underway to change the perception in the market and expand our reach.

The March GroupMarketing Director

Mar. 2007 - May. 2014Led all aspects for marketing - brand creation and rollout, web design and social campaign. Provided strategic marketing direction to all companies represented for merger or acquisition.

Concentre CommunicationsVP, Client Services

Jan. 2004 - Jan. 2007The role encompassed all elements of the business cycle, ranging from identifying prospective clients, ascertaining and understanding their needed marketing solutions. • New business development, pitching to executives and boards to get key-decision maker buy-in, and building relationships with key executives of existing accounts to grow account business. • Supervised client services staff. Assisted junior staff in closing difficult sales. • A change leader adapting programs to meet the ever changing Internet and industry needs, while mentoring employees through the process. • Continuously evaluated company processes and procedures and made changes as necessary ensuring that the company continually improved efficiencies and best practices. • Established departmental budget. • Worked with client executives to determine strategic marketing plan and manage the implementation of their advertising, marketing, branding, Internet, Interactive and public relations projects from conception through execution. • Worked closely with the creative staff to ensure that all projects met if not exceeded client expectations; being delivered on-time and within budget.