Communications strategist and business consultant to multinational, mid-sized and non-profit clients looking to connect with stakeholders — customers, employees, investors, NGOs, civil society, regulators, legislators and the media;
More than 20 years experience helping organizations clarify their marketplace position, brand personality, reputation, policy or strategy to better create awareness, reinforce positive attributes, change negative perceptions or motivate a desired, actionable behavior; and
Proven track record of reaching targeted audiences through multiple communication channels — social media platforms and technologies, on- and off-line, new and traditional media, PR, advertising, direct-response marketing and live events.
Senior Vice President, CONFIDENTIAL Present
Ensuring fair and balanced coverage for companies,
their
executives, industry, policies and individuals in arenas of public debate.
Vice President, APCO Worldwide September 2001 through April 2009
Led the multi-million dollar marketing communications practice; provided B2B and B2C clients with short- and long-term integrated plans aligned to business strategies; motivated collaborative, cross-functional teams to manage campaigns on time and on budget.
Achievements
Led the agency's largest global marketing communications client for five years — a $5 billion silicone supplier to beauty and personal care, health care, automotive and solar industries;
Developed and executed an integrated marketing strategy that helped one client recapture 7% market share in two years;
Launched more than 50 marketing initiatives that involved collateral development (for print and Web), direct mail and online direct-response tactics, advertising (on- and off-line), media outreach, event management, monitoring of and reporting on leading, real-time and lagging indicators of success;
Repositioned an iconic 20-year-old, multi-million dollar education brand;
Won industry accolades like the Sabre Award and the Thoth Award Certificate of Excellence for Best Corporate Marketing Campaign (2008); and
Managed account teams with upwards of 15 professionals across multiple offices and countries.
Strategic Competencies
Created experiential marketing programs in support of B2B and B2C product launch strategies;
Identified, recruited and leveraged third-parties to validate product performance, support legislative agendas and advocate for issues of importance to civil society;
Oversaw numerous and global quantitative and qualitative research programs;
Created new brands, tag lines and product names;
Directed creative teams to produce new brand identities (logo images, font treatments and entire visual identity standards);
Led production and design of print, banner, in-context and other rich media advertising; direct mail; video news releases; technical literature; advertorials; white papers; and, packaging (consumer and B2B);
Developed, negotiated and managed paid media plans;
Wrote copy for Web sites, blogs, Twitter, ads, packaging, brochures, sales literature, direct mail, advertorials, Hill briefings, op-eds and press releases;
Crafted messages, talking points, FAQs, Q&As;
Scripted presentations and speeches for industry events;
Analyzed policies and regulations to develop digestible briefing materials for various audiences;
Simplified scientific and technical data for non-scientific, non-technical audiences;
Conducted extensive communication audits and prepared recommendations to optimize functions, infrastructure and deliverables;
Educated clients on trends that opened up opportunities (like social media) or posed threats (regulations and policies);
Syndicated media and marketing assets on social networking sites;
Identified, qualified and mapped digital influencers;
Guided both organic and paid search strategies;
Built and launched corporate blogs and Twitter campaigns.
Technical Skills
Working knowledge of X/HTML and CSS, Microsoft Office applications, PC and Mac-based operating systems.
