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Work Background
Avery DennisonDirector of Marketing Communications
Sep. 2018Mentor, OhioCurrently, I am working as a Director of Marketing Communications at Avery Dennison, I lead marketing communications team to promote professional development and build a culture of performance excellence. I drive strategy for product marketing, digital marketing, e-commerce, tradeshow experience, talent acquisition, and creative development for the North American region. I manage crisis, ESG, M&A, and DE&I communications in print, digital, virtual, and social channels for the North American region. I create innovative prototypes and elevate brand/product awareness internally and externally by evolving Concept Lab into in-house creative team.
Highlights of accomplishment in this role include:
• I promoted awareness of D&I initiatives, improved organizational credibility, attracted new talent, and developed new talent pipelines.
• I obtained additional funding for marketing and communications in an organization looking to reduce departmental costs.
• I introduced virtual sales in new flexible work environment, ensured sales team coordination with customers, identified opportunities, and closed sales in digital space by launching new tools.
• I upskilled the existing team in fiscal management, creative and advertising campaign planning, and internal and external collaboration.
• I synchronized the launch of new ERP system to customers in collaboration with cross-functional partners in IT and Operations.
The J.M. Smucker CompanySr Manager, Integrated Communications Planning
Aug. 2016 - Sep. 2018Orrville, OHWhile working as a Senior Manager, Integrated Marketing Communications at The J.M. Smucker Company, I designed strategic GTM plans for JM Smucker brands and formulated communication strategies in collaboration with brand teams. I steered meetings to track activation and execution of multi-touchpoint marketing communications plans.
• It is worth mentioning that I chaired communications planning meetings between Centers of Excellence and Brand teams to develop annual marketing plans for consumer food (Jif and Smuckers) and pet brands (Milk-Bone and Meow Mix).
TTI Floor Care North AmericaGlobal Director of Media & Marketing Communications
Jun. 2014 - Jan. 2016Glenwillow, OHThroughout my career as Director of Marketing Communications and Global Director of Media at TTI Floor Care North America, I designed marketing creative in conjunction with internal and external agencies for DM, social, TV, video, and merchandising. I managed media and advertising agency relationships and scope, including agency review process and award of new business. I designed and presented global media strategy for Hoover, Dirt Devil, Oreck, and Vax across UK and US markets within $40 million budget.
Highlights of accomplishments in this role include:
• I directed 10 marketing specialists and managers across PR, social, digital/traditional media, direct mail, communications strategy, and branding within $35 million budget.
• I decreased rates for TTI and improved team stability by renegotiating contract with media planning agency.
• I oversaw strategy for first non-branded paid search campaign for Vax as well as led Oreck direct mail strategy and offer testing.
• I developed breakthrough local media strategy for the Oreck brand utilizing Addressable and Hyperlocal TV.
The Dannon CompanySenior Manager Consumer Connections & Brand Manager
Mar. 2011 - May. 2014Greater New York City areaWorking as Senior Consumer Connections Manager and Brand Manager at The Dannon Company (Danonewave), I directed multi-touchpoint media channel planning, such as PR, POE media, digital channels, social media and content, traditional media and creative development, and print partnerships. I developed new product pipeline based on consumer insights, administered qualitative and quantitative product testing, and designed packaging graphics. I produced brand assets for TV, video, and digital content.
Highlights of accomplishments in this role include:
• I executed annual media strategy for US Dannon brands, including online and offline paid media channels with budget ranging from $100 million-$120 million per annum while saving $15 million.
• I created media strategy for 2014 Super Bowl 360 activation, oversaw Dannon brand P&L in collaboration with finance team, and maintained relationships with Disney and Danimals for licensing and film promotion.
• I built cross-functional relationships with industrial planning, supply chain, key accounts, and sales and shopper marketing teams.
dunnhumbySenior Associate
Jun. 2009 - Mar. 2011While serving as a Senior Associate, Communications & Media at Dunnhumby USA, I planned digital communications frequency, content, and targeting test for Macys.com communications and prepared Macy's targeted marketing materials in direct mail. I conducted frequency and content tests for Macy's direct mail communications pilot and rolled out Macy’s loyalty pilot in three initial test markets.
Highlights of accomplishments in this role include:
• I strengthened relationships between brands and high-value consumers through Kroger programs while serving as liaison between Nestle USA shopper marketing and the Kroger targeted direct mail programs.
• I made insights-driven strategic decisions for participation in Kroger mail events, reviewed past performance of events, and planned new events.
• I eliminated waste by forecasting future purchase activity based on consumer purchase and loyalty data analysis and streamlining client mailing.
Bridge WorldwideSenior Client Service Supervisor
Mar. 2004 - Jun. 2009While serving as a Senior Client Service Supervisor at Bridge Worldwide (Possible Worldwide), I directed multiple projects and clients with a budget of over $5 million and recommended CRM program changes during client creative and data review meetings. I presented white papers, presentations, and POV documents regarding digital strategy and recommendations.
Highlights of accomplishments in this role include:
• I oversaw Procter & Gamble corporate and consumer websites, Abbott Laboratories consumer websites, and media and print campaigns for Glucerna®, Ensure®, Diabetes Control for Life®, Pedialyte®, and PediaSure®.
• I directed 15 specialists in design, project management, and technical functions while finalizing projects within strict time, quality, and budget constraints.
• I received four promotions in five years, from entry-level account service to senior supervisor level for exceptional tenure in strategic marketing planning, consumer insights, and creative development.
• I headed digital CRM program for Glucerna brand, Diabetes Control for Life, which led to nine creative and technical awards from 2006 to 2008.
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