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Work Background
The DB Smith Agency, LLCPresident
Dec. 2014Chicago-ClevelandDB Smith communicates and consults to make hearts beat, minds change, and marketing investments pay off. If you are looking for someone who can activate your brand, engage your consumer, and create targeted messaging, I would love to connect with you.
Namaste Laboratories, A Dabur EnterpriseDirector of Communications (2008-2014)
Jan. 2008 - Nov. 2014Greater Chicago Area➬ Initiated the idea for a national RV tour seeking “Ambush Makeover” candidates across the country, planning and staffing the tour with appearances at Essence Fest, New York Fashion Week, Today’s Black Women’s Expo, and The Wendy Williams Show. Produced webisodes streaming live from onboard the RV and broadened reach through social media and celebrity appearances. On target to double expectations with 400M impressions. ➬ Drove record-setting ROI and 50% market share gain—from 8% to 12% in 12 months while the category as a whole was experiencing flat growth. Introduced a new media mix—digital and TV—combined with print, online, out of home, and radio channels. ➬ Secured 127M value-added media impressions, acquiring product placement on shows including The Steve Harvey Show, The Tyra Banks Show, BET’s Being Mary Jane, and TV One. Led all negotiations to maximize brand integration and marketing spend reach. ➬ Conceived and activated an image campaign to rebrand Organic Root Stimulator as ORS, incorporating internal communications, trade and influencer media relations, custom digital content, and an event sponsorship tour to change brand perception. ➬ Coordinated a branded image campaign focused on the empowerment of women—“More Than My Hair”—through online and offline engagement and premiering at T. D. Jakes’ MegaFest, with the finale at a national event for women of color social media professionals. ➬ Collaborated with international business leaders in more than 20 countries to facilitate adaptation and adoption of a global brand message; secured deals with Warner Brothers, Viacom, and TV One cable network to extend messaging and consumer outreach. ➬ Reduced expenditures 20% while increasing value of dayparts by 40%, through strategic acquisition, placement, and negotiation of product placement and advertising contracts. ➬ Recruited back to the organization; served as Director of Advertising between 1999 and 2003.
E. Morris Communications, Inc.Account Director
Jan. 2005 - Dec. 2008Greater Chicago Area➬ Managed the Walmart account—$13M in annual spend and $3M in revenue for the agency—liaising with integrated marketing communications leadership to develop and execute advertising, media, creative, and public relations vehicles to drive desired outcomes. ➬ Received the Mosaic Award for Excellence in Advertising to Audiences of Color—for the Walmart “Voices of Color” advertising campaign co-sponsored by Time Warner and Walmart Entertainment—featuring African Americans in the film and entertainment industry. ➬ Acted in a thought leadership role, persuading clients to step outside of their comfort zones, challenge the status quo, and explore opportunities beyond the norm. Continued innovation resulted in brand activation and double-digit increases in consumer spend.
Carol H Williams AdvertisingManagement Supervisor
Jan. 2004 - Dec. 2005Greater Chicago Area➬ Launched title sponsorship of major media event held at Disney World Resorts—which has continued to grow in size and scope over the past 10 years—in addition to initiating partnerships with the Tom Joyner Morning Show for the Allstate Family Reunion. ➬ Positioned Allstate to own the whole family passion point with consumers, leveraging consumer insight to define the right communications platform to create Allstate’s signature program. While Allstate has since changed agencies, they have sustained this programming.
Namaste LaboratoriesDirector of Advertising
Jan. 1999 - Dec. 2003Greater Chicago Area➬ Worked with the company during its infancy—managing media planning and buying, creative agency oversight, and production management, launching four brands and quickly securing and sustaining double-digit market share.
Burrell CommunicationsAccount Supervisor
Jan. 1998 - Dec. 1999Greater Chicago Area➬ Partnered with Sears Roebuck & Company account to plan and execute impactful integrated marketing communications campaigns—“Softer Side of Sears”—to not only influence target consumers, but also solve previous advertising ROI issues.
Soft SheenAssociate Director of Promotions
Jan. 1993 - Dec. 1998Greater Chicago AreaPlayed a key role in positioning this L’Oreal company to capitalize on exponential growth opportunities, implementing the promotional strategies to support 100-fold growth to a $100M company.
DB Smith CommunicationsMarketing & Sales Consultant
Jan. 1991 - Dec. 1993Greater New York City Area➬ Provided consultative sales and marketing leadership to S.I. Communications and Estee Lauder in the New York City market, leveraging media experience with Soft Sheen brand to fuel effective marketing and promotional strategies.
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