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Work Background
VEX RoboticsMarketing Director
Sep. 2021Greenville, Texas, United StatesAs the Marketing Director at VEX Robotics, I translate our brand narrative into accessible and compelling stories that resonate with diverse audiences, from enterprise clients to individual consumers. My skilled team and I distill complex robotic concepts into captivating narratives that ignite curiosity across B2B and B2C landscapes. Armed with ingenuity and a relentless pursuit of excellence, I am passionate about transforming our remarkable robotic innovations into coveted, must-have experiences for educators, robotics coaches, and students worldwide.
American Heart AssociationStrategic Marketing Manager
Jun. 2014 - Sep. 2021Dallas/Fort Worth AreaLed the charge for B2B marketing and business development efforts focused on Quality and Health IT programs, effectively advancing quality improvement initiatives across more than 2,000 U.S. hospitals. Collaborated seamlessly with agency and in-house marketing and design teams across various sectors, serving as the creative and strategic linchpin. Key Milestones: Fortified partnerships with key healthcare stakeholders and patient communities by formulating targeted go-to-market strategies across diverse product ecosystems. In summary, My contributions spanned a comprehensive range of marketing channels, including website updates, email marketing campaigns, event promotions, app development, and more.
TracyLockeSr. Creative Strategist
Jan. 2013 - Jan. 2014Dallas/Fort Worth AreaSteered transformative initiatives for an eclectic roster of high-profile clients such as Samsung Mobile, 7-Eleven, T-Mobile, and Pizza Hut, as well as for agency new business endeavors. Pioneered an avant-garde approach known as Context Design, born from my leadership in crafting promotion-centered and partnership-driven strategies. Key Accomplishments: Established as a Subject Matter Expert (SME), facilitating cross-agency brainstorming sessions to generate innovative ideas for our diverse client portfolio. Orchestrated a memorable Samsung Mobile activation at the Billabong Pipe Masters surf competition on Oahu's North Shore, engaging with over 2,500 attendees through a meticulously executed brand engagement strategy.
The Marketing ArmAssociate Creative Director, Copywriter
Jan. 2010 - Sep. 2012Dallas, Texas, United StatesHelped found the agency's Shopper Marketing division, partnering with Dannon Yogurt to craft and implement comprehensive shopper journeys that spanned in-store environments, digital/social platforms, and mobile interactions. Guided creative ideation sessions involving in-house teams and clients; mentored emerging talents through project work and composed compelling in-store promotional copy. Key Highlights: Employed a multifaceted strategy to acquire the Dannon Yogurt account, a triumph that contributed to The Marketing Arm being honored as Agency of the Year. Incorporated industry-leading practices into promotional materials for globally esteemed brands like Frito Lay, Quaker, and Wal-Mart.
PublicisSr. Strategic Planner
Mar. 2008 - Jun. 2009Dallas/Fort Worth AreaLed the strategic planning initiatives for four distinguished Jim Beam brands: Hornitos, Sauza, Tres Generaciones, and Cien Anos. Orchestrated in-bar research in Chicago for Hornitos in collaboration with Publicis Mexico to evaluate creative approaches. Key Accomplishments: Took the reins on Project Roar, a branding initiative to bolster small businesses and organizations in Dallas. Accountabilities encompassed the strategic execution and client relationship management for RunOn! Shoe store and The Sixth Floor Museum. Earned recognition for contributions to RunOn! and The Sixth Floor Museum, which directly led to the agency securing both local and national Addy Awards. Directed brand stewardship activities for PowerBar, deepening the brand's comprehension of the athletic lifestyle by conducting one-on-one interviews with athletes, coaches, and trainers.
Burrell CommunicationsAccount Planner
Apr. 2006 - Mar. 2008Greater Chicago AreaGathered pivotal insights by conducting interviews and in-home visits with African American males aged 18-34, shaping the rebranding strategy for the Toyota Matrix centered on the African American male "Gonzo" lifestyle. Key Milestones: Orchestrated the creative development of McDonald's Young Adult campaigns, targeting both the African American and broader market demographics across a varied menu selection to optimize sales. Discerned attitudes within the African American community towards Starbucks and Dunkin' Donuts coffee, laying the groundwork for future messaging. This was achieved through comprehensive research and strategy development of consumer intercepts for McDonald's.
Saatchi & SaatchiCommunications Planner
May. 2005 - Apr. 2006Greater Los Angeles AreaMaintained a pulse on the console gaming industry through comprehensive studies and reporting, utilizing these insights to formulate the agency's point of view on how Toyota should engage with the medium and which games best align with their various models. Captured consumer sentiments towards local dealership advertising by creating research videos and deriving crucial insights. Key Accomplishments: Conducted in-depth investigations and analyses of consumer and competitive landscapes for four notable Toyota product launches, including the Camry, FJ Cruiser, RAV4, and Yaris.
US NavyNaval Chef
Aug. 1993 - Jul. 1997Pearl Harbor, HawaiiI continually draw upon the invaluable skills I honed aboard the USS Port Royal. These include the principles of teamwork, the ability to make split-second decisions, leading with integrity and honor, and a deep-rooted pride in service. These foundational experiences have shaped my professional approach, allowing me to navigate challenges and inspire teams to achieve excellence confidently.
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