Brianne Macy - Founder | Chief Copywriter & Brand Voice Specialist, B. Macy Marketing

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Work Background

B. Macy MarketingFounder || Brand Voice & Copywriting Expert

Mar. 2022New York City Metropolitan Area · Remote✔ WHAT I DO: I specialize in helping wellness and lifestyle brands grow their businesses sustainably, stand out from competitive noise, and attract loyal customer bases through my Holistic Brand Voice Framework. Within 30 days, my process works to help you: - Clarify your brand's 10,000-ft. Narrative - Get ultra-specific about what your brand voice is (and isn't!) - Have a digital presence that your audience listens to - Save time by eliminating the need to constantly rethink and revise content - Confidently outsource writing so you have the time and energy to scale ✔ HOW I DO IT: I take you through a one-of-a-kind process that looks at your brand in its entirety - the story it's telling, its personality, and how it uniquely conveys it all. Every client goes through three strategic steps designed to give you real, actionable results - none of the fluff you've seen before. First, we make sure you have a sustainable foundation to grow from. We'll get clear on your overarching narrative and mission - what you stand for, what you don't, and how you work to fulfill your Big Vision. Next, we'll make sure you stand out from your competition. Different voices create different identities - it's the secret ingredient to attracting the customers you want. We'll define the uniquely effective brand voice that can convey and carry out your brand's mission, whether you already love yours or want to build one from scratch. And finally, we'll get your audience to connect with you faster than ever. We'll put your narrative and brand voice into action, making your brand's personality and benefits sing throughout your entire online presence - in websites, emails, voice guides, and more. Interested in learning more? Send me a message or book a quick call with me here: https://calendly.com/briannemacy/30min

OMD USADirector - Integrated Media Planning

Mar. 2018 - May. 2021Greater New York City AreaClient: Clorox Focal Brands: Wellness Division - Burt's Bees | Renew Life | Natural Vitality | Neocell | Rainbow Light Previous Brands: Kingsford | Clorox Cleaning Essentials ● Evolved plans year over year for all Burt's Bees product lines with a holistic masterbrand approach, optimizing plan efficiency and allowing for purpose-driven activations, leading to brand revenue surpassing category leader for first time ● Doubled Clorox media billings as the Wellness and Planning representative on successful pitch team for Clorox Digital business ● Spearheaded innovations within planning and strategy processes, elevating inclusion of new audience-led planning cycle, digital personalization campaigns, and infusion of Retail media as standards across all Clorox brands ● Developed and executed first multi-brand Wellness activation, exceeding virtual event and influencer marketing benchmarks, generating lauded momentum toward 2025 portfolio goals ● Directed interdisciplinary conversations internally as well as with external creative, PR, and Shopper Marketing agencies to ensure collaboration and knowledge-sharing ● Led team of 3 remotely to set best-in-class examples for bi-coastal client management, leading to highest agency and division ratings from client and transfer of fully-staffed Wellness Planning team on East Coast ● Partnered with OMD Finance to ensure accurate forecasts of agency health and account staffing needs

CaratAssociate Director - Communications Planning

Feb. 2017 - Mar. 2018Greater New York City AreaClient: DanoneWave Brands: Yogurt Portfolio | Evian Waters ● Presented clear business cases to secured first incremental budgets for US initiatives from Evian's global management teams in 5 years ● Defined best practices for media planning and budgeting using a hybrid of purchase-based, marketplace, and proprietary data, leading to the adoption of digital audio, dynamic out-of-home, and influencers on client plans ● Led thought-leadership presentations to educate all Dannon business departments on evolution of the media, consumer, and CPG landscapes to steward 2018 portfolio planning ● Created and implemented consumer profiles, informing current brands and allowing for strategic direction of new brand ● Managed team of 3 direct and 5 indirect reports

ZenithAssociate Director - Strategy

Sep. 2016 - Feb. 2017Greater New York City AreaClient: Verizon Wireless Brand: Wireless Branding & Promotions ● Persuaded clients to adopt first-to-market tactics to make 2017 Black Friday and Holiday promotional plans more competitive by fusing sales, competitive, and media performance data ● Streamlined team’s reporting methods of addressing the rigorous reporting and re-planning needs of client businesses during key Holiday time period, enabling faster adaptation to daily changes in offers and competitive reactions

CaratCommunications Planning Supervisor

Jan. 2015 - Aug. 2016Greater New York City AreaClient: GM Brand: Cadillac ● Led integrated strategy planning, luxury target development, and campaign execution for largest car launch under new branding, driving 50% of total Cadillac sales in first 2 months ● Developed effective communication and work flow during account restructure via routine check-ins with investment teams, lateral meetings with 5 other GM Supervisors, and professional development plans for 4 direct reports and 2 interns ● Used quantitative and qualitative research to cultivate and evaluate first-to-market multimedia partnerships and branded entertainment opportunities, garnering program renewals from client and positive marketplace feedback

CaratCommunications Planning Associate

Nov. 2012 - Dec. 2014Greater New York City AreaClient: P&G | MARS Brands: Pet Care - Iams, Eukanuba, Natura (July 2013 - January 2015) ● Created, tested, and evaluated results of customized lifestyle program elements (mobile app extensions, events, blogs, content hubs, rich ad units, etc.) that remain permanent features of vendors’ offerings ● Coordinated holistic media programs tied to re-branding of premium product line, integrating owned and earned assets in Print, Digital, Mobile, and Events for consistency and efficient use of budget ● Addressed sudden shifts in Pet Care portfolio’s business situation mid-campaign by leading ideation and presentation of revised path-to-purchase and communications plans to clients ● Streamlined and created new standards for reporting processes, cadence, and templates for key portfolio outputs (digital/social measurement, consumer profiles, communication ecosystems), now used by all P&G accounts ● Oversaw professional development and promotion of Assistant Planner Brands: Baby Care - Pampers (October 2012 - June 2013) ● Developed eCommerce and custom programs for debut of P&G’s largest 2013 product innovation ● Refreshed consumer behavioral segmentation to differentiate four Pampers sub-brands in market, leading to enhanced digital plans that enabled brand to precisely reach niche targets and drive incremental sales ● Piloted proprietary attribution measurement initiative and database for P&G to inform successful eCommerce programs ● Oversaw professional development of Assistant Planner

MediaComCommunications Planner

Jan. 2012 - Oct. 2012Greater New York City AreaClient: Subway • Directed and managed 3 customized programs spanning TV, radio, digital, and out of home media to amplify presence in NFL, soccer, and Hispanic music properties • Oversaw expansion of key partnership with USA Today, developing first-to-market ad units and consistently issuing opportunistic recommendations to clients • Introduced brand to new TV planning approaches for developmental Hispanic and Tween targets • Championed innovative brand ideas as account representative to “MediaCom Beyond Advertising” & New Business teams to leverage the agency’s content creation abilities • Established new account-enhancing projects for Assistant Planner and Summer Interns

MediaComCommunications Planning Assistant

Nov. 2010 - Dec. 2011Greater New York City AreaBrand: Subway • Analyzed and anticipated competitive activity weekly to develop POVs and insights for main clients' regular meetings with CMO and Board of Directors • Coordinated internal teams and 3 partner agencies to assemble comprehensive weekly overviews of all media activity for senior clients and all US franchisees

eInstruction Corp.eMarketing Intern

Feb. 2010 - May. 2010Columbia, Maryland• Constructed branded HTML emails to enhance communications with a geographically diverse base of vendors and customers • Managed the first Spanish-language Twitter account to establish social media connections with the Latin American market • Translated internal documents between Spanish and English for the Latin American Division Manager to foster communication with the international team and clients

Familia Sur InternacionalTranslator

Aug. 2009 - Feb. 2010Buenos Aires, Argentina

Wainscot MediaMarketing Intern

Jun. 2009 - Aug. 2009Greater New York City Area• Advised executive board on methods to profitably expand major company magazine brands into the digital marketplace • Developed and executed a media plan for signature promotional event with 1000+ attendees • Designed a microsite for a special advertisement section featured in five publications

Alpha Kappa PsiDirector of Public Relations, Omega Theta Chapter

Dec. 2008 - Dec. 2009• Achieved integration with the business school through meetings with the Dean and Undergraduate Assembly to solidify and legitimize role in the undergraduate business community • Set precedents with the creation of the first recruitment video, alumni newsletters, and largest regional inter-chapter event, leading to recognition as National Chapter of the Year • Implemented fraternity-wide surveys to measure feedback for future progress

GlobalGivingMarketing Intern

Feb. 2008 - May. 2008Washington D.C. Metro Area• Wrote newsletters, press releases, white papers, and Google AdWord campaigns to communicate the GlobalGiving message • Analyzed focus groups and critiqued developing business projects and their respective website prototypes to ensure their appeal to potential donors • Increased user interaction with projects by editing project descriptions, photos and logos on GlobalGiving.com and partner sites

Credit SuisseFinancial Accounting Intern - Operational Risk and Account Ownership

Jun. 2007 - Aug. 2007Greater New York City Area• Prepared account reconciliations for presentation to auditors to adhere to GAAP and SOX policies • Created and consolidated accounts, balance sheets, and system information for efficient and accurate record-keeping and cross-referencing