Marketing Sales

DONNA BIERNADSKI

773-***-**** **** N.

Damen Ave

********@*****.***

Chicago, IL 60618

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MARKETING MASTERMIND & BRAND CHAMPION

Imaginative brand strategist with proven ability to grow revenue, market

share

and communications budgets for diverse retail and FMCG brands like

McDonald's, Sears, State Farm, Sprint, Scotts and Global Hyatt.

Senior level executive known to break down silos and spread

integration with dynamism, intelligence and humor. Intuitive thought

leader with a proven track record of strategic positioning, flawless

execution and motivational team building. Natural, skilled presenter

that makes subject matter riveting.

Areas of expertise:

Revenue & Profit Growth Brand Architecture

New Product Launches

Product (Re)Positioning Data Analysis/Database

Loyalty/CRM

Global Brand Management Consumer Insights

Shopper Marketing

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WUNDERMAN (2008-current)

Chief of Integration

Recruited to expand revenue and client base. Leveraged integrated

background and skills of persuasion to align previously non-aligned

stakeholders under common goal.

Impact: Achieved 20% revenue increase in worst economic environment by

organically growing current engagements, successfully converting projects

into annual retainers and spearheading four new business wins.

. Launched loyalty program across both Sears and Kmart with over 8.3

million registrants in the first 4 months.

. Leveraged Scotts' NASCAR sponsorship by activating with account-

specific promotions using celebrity driver Carl Edwards. Spring season

brings overperforming sales, profit and stock price.

. Activated Craftsman's NASCAR sponsorship with an 8 market mobile tour,

in-store POP, packaging, licensing

. Developed record breaking online holiday promotion for Office Depot

driving unique visits, click thrus and forward to a friend metrics.

. Integrated with sister companies to maximize business development

efforts and shared client campaigns, gaining budget efficiencies and

messaging synergies.

EURO RSCG (2006-2008)

Senior Vice President, Group Account Director

Led strategic development and execution of direct marketing and database

management disciplines for Sprint Acquisition, Customer Base and B2B

communications. Managed a team of 75+ people and production budget of

$200 million with full P&L responsibility.

Impact: Direct Marketing gains rock star status throughout Sprint

organization; Response rates, cost per acquisition and ROI metrics

outperform mass media. DM budgets grow from <1% of total marketing spend

to 15% in 4 years.

. Provided strategic direction for client in post-merger branding,

vendor consolidation and organizational structure.

. Translated data-intensive customer segmentation into actionable

marketing plan, beating benchmarks by 125%.

. Store grand opening break-even shortened from 18 months to 6 months.

. Awarded business-to-business DM responsibilities, increasing total

engagement revenues by 50%.

RAPP COLLINS (2005-2006)

Vice President, Account Director

Managed Hyatt Gold Passport loyalty program globally, utilizing state-of-

the-art database technology and direct marketing practices.

Impact: Digital strategy helps Hyatt regain innovator status in the

global hotel industry.

. Developed marketing plans including acquisition, retention, migration,

defection strategies.

. Response rates increase 28% with direct mail/email remarketing

efforts increasing CLV 15% in one year.

. Membership registration surpasses goals by 9%.

. Spearheaded integrated marketing efforts amongst 4 Omnicom shops plus

2 external agencies across general advertising, direct response,

internet, branding, media.

. Analyzed existing segmentation with further research into guest

attitudes, behavior, long-term value.

. Directed creative evolution of new branding campaign into direct

marketing space.

. Developed first philanthropic program for Hyatt corporate (Hurricane

Katrina Relief program).

. Hosted Global Loyalty Summit with country managers, educating them on

the power of CRM/loyalty and increasing regional activation by 26%.

DDB CHICAGO (1990-2005)

Vice President, Account Director

Recruited out of graduate school for exclusive management training

program. Learned integrated marketing by working with diverse Fortune

500 marketing companies across all marketing disciplines. Promoted

rapidly up the traditional management career path.

Impact: Established McDonald's as the premier entertainment marketer in

the QSR industry resulting in long-term deal with Disney. Team helped

create the "supersizing" concept.

. Managed State Farm Insurance expansion into Financial Services;

launched Bank, Credit Card and Mutual Fund product lines. Increased

Agency revenue +300% over 3 years.

. Developed multi-channel expansion for Home Depot (Call, Click, Visit);

created first direct response catalog generating over $50MM in

incremental sales in 4 weeks.

. Managed consumer research, design and packaging for 4 new snack

products for Frito-Lay; all exceed test market expectations at roll-

out.

. Cartoon Network named Advertising Age's Cable Marketer of the Year

after execution of 40-city mobile marketing tour.

. Discover Card increases business-critical Q4 transactions via

innovative promotion though outspent by competitors 4 to 1.

. Developed and launched integrated campaign for Illinois Lottery

resulting in record sales year.

. Created first multi-national campaign for Emerson B2B; expanded

presence into Europe, South America and China doubling marketing

budget.

. Launched LifeSource's "Good Arms Give Blood" campaign utilizing

Chicago Cubs players to endorse blood donation. Ads and extensive PR

coverage halt summer blood donation slump.

. Managed opening of Warsaw, Poland office as integrated marketing

concept expands globally, consulting on 5 new business wins.

. Collaborated with international DDB offices for seamless strategic and

creative execution.

. Negotiated long-term alliances, tie-in partners and compensation

agreements.

MORTON'S OF CHICAGO (1985-1990)

Director of Advertising

Impact: Established Morton's as the leading national steakhouse growing

from 1 to 12 locations in 5 years.

EDUCATION

Northwestern University Loyola University

Evanston, Illinois Chicago, Illinois

Master of Science in Advertising (M.S.) Bachelor in Business

Administration (B.B.A.)

Awarded Tatham Award as top graduate student. Awarded

Marketing Key as top marketing student.

TEACHING EXPERIENCE

Loyola University Chicago, Illinois Roosevelt University

Chicago, Illinois

Graduate Business School 2000-2001 Graduate Business

School 1995-1996

INTERESTS

Extensive worldwide travel -- 1 continent left.

Fluent in Polish. Studied Spanish, French.

Completed improvisational classes at the Second City Theatre

Conservatory.

Managed DDB co-ed softball team attending Advertising World Series 1996-

2000.

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