Marketing Communications Business Development

Karen Parsons

ad2brs@r.postjobfree.com • 423-***-****

LinkedIn: Karen Parsons • Church Hill, TN

Marketing Communications Executive

Seasoned marketer who is passionate about developing and delivering effective communication strategies and meaningful content to target audiences that drive business results.

Accomplished Senior Marketing professional with broad experience encompassing strategic planning, brand development, market and brand research, customer relations, direct mail and email marketing, data-driven marketing, and content development. Continually champions a spirit of collaboration with clients and professional colleagues, creating spaces that drive ideation and integrate innovation into daily initiatives. Brand evangelist and growth catalyst that steered agency in gaining more revenue by operating as a full-service agency for B2B and B2C customers. Comfortable exercising a wide degree of latitude on creative projects, driving creativity in the development of marketing campaigns while effortlessly operating in flexible and often nebulous environments.

Areas of Expertise

Team Leadership & Development

Business Development Initiatives

Growth Marketing

Commercial/Digital Marketing

Agency/Vendor Management

Marketing Initiatives

Market/Trend Analysis

Budget Management

Process Optimization

Relationship Development

Social Media Management

CRM Management

Career Experience

Cumberland Marketing, Kingsport, TN 08/01/2021 – 11/30/2023

Director of Marketing

Develop and cultivate a brand strategy that communicates a coherent and compelling brand message. Build go-to-market branding strategies centered on brand affinity and awareness growth within target consumer segments. Head tactical media planning and activation across all marketing channels, including SEM, SEO, social, email, direct mail, and ancillary marketing mediums. Drive engagement of brand architecture with cohesive messages and positioning. Establish KPIs and leverage a metrics-driven approach to lead generation. Collaborate across silos, supporting cross-functional teams in defining and prioritizing content development. Monitor industry advances and innovation in marketing to ensure ongoing evolution and optimization of capabilities.

Spearheaded the transformation of the agency into a comprehensive service provider that catered to B2B and B2C customers; drove the expansion of capabilities to encompass intricate strategic planning and execution across websites, social/digital media, e-marketing, and tradeshow development.

Driving force behind the achievement of a remarkable two-fold increase in new clients during the first and second years.

Quarterbacked an impressive growth trajectory of B2B clients, achieving an astounding 300% increase in 24 months.

Pioneered and executed a dynamic ongoing outreach strategy centered on the consistent weekly engagement of local and national companies; outreach significantly enhanced brand visibility and recognition.

Led the integration of new technologies for project management, business development, and new CRM capabilities.

Introduced new opportunities across website development and headed the overhaul of social media, digital advertising, and eMarketing initiatives that secured larger clients and maximized legacy customers.

Eastman Chemical Company, Kingsport, TN 2015 – 2020

Global Senior Marketing Communications Manager

Forward-thinking and data-driven marketing professional who successfully directed 50% of business units, namely Plastics and Fibers. Steered the global marketing communications teams challenged with executing sophisticated campaigns, driving performance marketing strategies, and orchestrating integrated initiatives that significantly augmented digital traffic and sales figures. Promoted the adoption of new communications approaches and strategies, leveraging new channels and techniques, and identified unique, attention-getting initiatives that aligned with marketing objectives. Continually evaluated processes and strategies to optimize the effectiveness and efficiency of tools designed for the market and sales force. Remained current with industry trends and new marketing channels to maximize the effectiveness of campaigns.

Designed and integrated career action plans that championed continued growth, skill development, and utilization within the organization, producing a 97% retention and engagement rate among teams.

Directly collaborated with the sales team to cultivate insightful customer relationships, optimizing marketing communications as a pivotal driver.

Organized the conversion of ten prospects into multi-million-dollar customers, showcasing the strength of the approach.

Strategic guide for five global marketing agencies of medium to large scale, comprehensively leading all aspects including relationship cultivation, budget, allocations, and results evaluation.

Facilitated the spending of a $20M marketing communications budget coupled with the alignment of three global business segments with locations spanning all regions.

Eastman Chemical Company, Kingsport, TN 2006 – 2015

Marketing Communications Manager

Brand steward for all creative services, heading the marketing lifecycle from ideation to production and tracking. Led a global team of 20 MarCom professionals. Developed the creative vision for campaigns and coordinated with marketing specialists to implement across all channels. Built integrated communications campaigns that promoted services, and marketing content for new collateral, website, and ancillary external facing resources. Established that all communications materials met brand guidelines, were visually appealing, and accurately communicated messaging.

Launched 33 different brand grades throughout 53 countries, gaining recognition as the most successful polymer brand promotion in the history of plastics garnering sales of $100M+ in year 5.

Implemented strategically integrated marketing communication programs that targeted multiple verticals across B2B markets; the newly developed brands continuously increased customer base with revenues of $250M over three years.

Introduced brand management and customer awareness programs that were key contributors to client loyalty, boosting client retention to 75% and $25M in additional sales in year two.

Developed and presented Eastman’s first and second ingredient branding programs, gaining features on 10K+ products on Amazon, and 6K on Walmart.

Designed an advanced integrated marketing communications strategy that met the budget needs of each business area.

Collaborated with internal and third-party subject matter experts to create a defined storytelling style for content and graphics that enticed the target audience.

Crafted a cross-functional calendar that marketed events across all social media platforms with innovative content that engaged target markets.

Built digital and print advertising plans for multiple business areas, including contract, ad buying, content and creative development.

Additional Experience

Eastman Chemical Company, Kingsport, TN:

Marketing Communications Representative

Marketing Communications Coordinator

Accounting Coordinator

Education

Bachelor of Science, Mass Communications, Minor in Marketing

East Tennessee University

Affiliations

Mentor, Tennessee Achieves, State-Sponsored College Mentoring Program

Member, Board of Directors, Kingsport, TN YMCA

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