Director, Global Brand Planning Resume Example
Extensive experience strengthening existing corporate and product brands as well as creating successful new brands. Recipient of numerous marketing awards. Actively involved with industry associations to grow the overall business. Diverse experience includes retail, automotive, packaged goods and the automotive aftermarket.
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- Managed various marketing functions including brand management, market research, new product development, category management, cataloging, training and digital marketing.
- Created brand management discipline and elevated brand-marketing function for the company after a series of significant mergers and acquisitions. Company grew from $1.9 billion to over $7.0 billion in revenue supplying auto parts to original equipment manufacturers and the aftermarket worldwide.
- Identified, evaluated and brought to market successful new products.
- The company's brands were identified as its greatest asset by customers and other stakeholders in corporate research. Most brands maintain the #1 or #2 share position in their respective product categories.
- Managed a portfolio of over 22 brands doing business in over 100 countries.
- Brands include Champion Spark Plugs, ANCO Wiper Blades, Fel-Pro Gaskets, Wagner Lighting Products, Moog Chassis Parts and Wagner Brake Products. Created multiple brand licensing agreements for the Champion Spark Plug brand.
- Drove strategy team to research, develop and launch the corporate mission, vision and values.
- Launched the Wagner ThermoQuiet brake pad brand, now the leading brand of brake pads in North America. Elevated Federal-Mogul from #3 in the brake category to #1.
- Provided strategic brand direction to the product management teams for the Monroe Ride Control, Walker Exhaust, Rancho Suspension and DynoMax Exhaust lines.
- Helped grow Monroe and Walker brand awareness, sales and profit in declining product categories.
- Launched Walker Quiet-Flow muffler, a differentiated product in what had become a commodity market.
- Brought packaged goods brand strategy disciplines to the account management team. Managed the Tenneco Automotive, Bosch automotive and Bosch home appliance accounts.
- Marketing campaign for Monroe Sensa-Trac received recognition in BrandWeek, Adweek and was awarded an Effie for communications effectiveness.
- Managed the agency's largest account: Van den Bergh Foods Company (Shedd's Spread Country Crock Margarine, Spreadable Cheese and Boursin Cheese).
- Launched Country Crock flavored spreads, Country Crock Churn Style and Boursin into North America.
- Supervised seven employees to coordinate ad production and placement.
- Managed development, production and placement of print and broadcast materials for the agency's two largest accounts, Dodge Car and Dodge Truck.
- Handled trafficking of television and radio commercials for the Canadian Tire, Highland Appliance, Michigan State Lottery and Vlasic Pickle accounts.
Automotive Aftermarket Global Design Awards (Multiple); Automotive News Pace Award (2003); Frost & Sullivan Market Engineering Award (Multiple); BMA Pro-Comm Award (2003); New York Festivals Awards (2004); Babcox Reader's Choice Awards (Multiple); International Automotive Advertising Award (2001); Advertising Marketing Effectiveness Award (2004); EFFIE Award (1997); Women's Board Automotive Communications Awards (Multiple)
- Automotive Communications Council Board
- AAIA Marketing Communications Committee
- AAIA Category Management Committee
- Aftermarket Data Vision Team
- Fuel Pump Manufacturers Council founder
- Car Care Council Work Group; created the "Be Car Care Aware" campaign
- AASA Marketing Executives Council founder; created the "Know Your Parts" campaign
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Resume Overview
School Attended
- Western Michigan University
Job Titles Held:
- Director, Global Brand Planning
- Brand Manager
- Partner, Senior Account Supervisor
- Account Executive
- Traffic Manager
- Account Coordinator
- Traffic Coordinator
Degrees
- Bachelor of Business Administration : Advertising and Business Administration
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