Responsible for providing strategic thought leadership and directing all consumer-facing Paid and Owned digital marketing affairs at iconic global chocolate manufacturer headquartered in Hershey, PA. Internal consultant/subject matter expert that serves as liaison to all brand groups and other departments in order to build capability and provide strategic guidance and training on the digital space. Head up team of cross-disciplinary experts tasked with providing best-in-class digital practices in order to drive growth and loyalty to full portfolio of chocolate, sweets and refreshment brands.
Specific disciplines include:
* Development of corporate digital strategy
* Digital Media Strategy, including video and display advertising, rich media, search engine marketing, mobile, gaming and other paid digital programs/platforms
* Analytic and performance measurement using Google Analytics, Radian6 and other industry leading tools
* Website strategy, creative strategy and technical development
* Social Marketing Strategic development
* Internal consultant to digital components of other key disciplines of enterprise including Brand Public Relations, Consumer Relations, Global Insights, IS, HR, CSR and more
* Manage digital advertising testing programs and derive key insights for program optimization
* Digital marketing liaison to all Hershey strategic global geographies including Canada, Mexico, China, Brazil, India, Korea and more including global website development and digital media testing
SVP, Director of Client Services at G2 Interactive
December 2005 – October 2009
Clients included:
* The Campbell Soup Company -- all brands
* Ventura Foods -- Marie's Dressings & Dean's Dairy Dips brands
* Unified Grocers
* SunGard
* ING DIRECT
* Caron Treatment Centers
* Merck
Group Account Director at Bailey Brand Consulting
October 1997 – December 2005
• Strategic marketing/branding consultant and primary business strategist for multi-client business unit, responsible for developing and managing all phases of integrated marketing and branding programs at brand strategy and graphic design firm specializing in consumer products marketing.
• Specific strengths and successful track record in developing breakthrough product positioning/identity strategic plans, new product launches, print and broadcast advertising, brochure and sales collateral design, website design, consumer promotions planning and execution, packaging design, retail environment design, product name generation and more.
• Just Born, Inc: Mike & Ike, Hot Tamales, Zours and Marshmallow Peeps brands
• Heinz Foods: Yoshida’s Fine Sauces & Cooking Marinades brand
• New World Pasta: Ronzoni, American Beauty and Skinner Brands
• Compass Group USA, Canteen Vending Services Division and suppliers: Coca-Cola, Nestlé, Hershey Chocolate USA, Kraft Foods, M&M/Mars, Sbarro, Pepsi-Cola, Tropicana & Kellogg’s
• Robert Bosch Tool Corporation: Bosch, RotoZip, Skil & Dremel brand tools
• William Grant & Sons Distilled Spirits: Glenfiddich Scotch Whisky, Gibsons Canadian Whisky & Frangelico brands
• Johnson & Johnson/Merck Consumer Pharmaceuticals: Pepcid & Mylanta brands
• University of Pennsylvania: Office of Business Services, School of Engineering
• McDonald’s Corporation
Account Manager at Elkman Advertising & Public Relations
September 1993 – September 1997
Pennsylvania Office of Travel & Tourism, Chilton Research Services, Friendly’s Ice Cream and University of Pennsylvania Medical Center
