Summary

Skills

Experience

GABRIELLE BRADWELL

ac49pg@r.postjobfree.com

Experienced global brand and creative strategist in the retail and CPG industry, with excellent analytical and problem-solving skills integrated with strong cultural acumen. Conceptual and creative thinker with outstanding relationship building, career development and mentoring capabilities. Brand and Creative Strategy

Creative Design Management

Project Management

Retail/Shopper Merchandising

CPG and Retail Marketing

Digital Strategy

Social Media Content

Marketing/Consumer Insights

Media/Advertising Planning

Design Strategy

12/2017 to 03/2018

Alpharetta, Ga

Brand Marketing Director

Premium Franchise Brands

Brand Director for the 4year old brand Maid Right. Brand had B2B and a B2C component. I developed strategy for brand development and also marketing plans for 26 territories. Initiatives were created to build brand awareness, equity by ensuring consistency across brand touch points to include 2D creative and creative messaging

• Manage Marketing Communication Manager and Digital Manager

• Strategic Development of National Calendar and Territorial Calendars

• Design of current website to ensure website is on brand and review of UI and UX

• Leads design resources in the development of primary creative and messaging for the overall brand

• Review marketing analytics and apply actionable plans based on findings

• Leads agency selection process and resource allocation

• Developed the digital strategy (SEO/PPC) and execution for the brand

• Collaborated with CMO and executive board regarding national brand decisions

• Manage creative production to include, creative development, photoshoots 09/2014 to 10/2017

Atlanta, Ga

Global Brand Marketing Design Manager

The Coca-Cola Company(Contract)

Responsible for global brand design initiatives across 10+ Coca-Cola Trademark brands. One such brand Global FUZETea, updated VIS based on brand positioning change for mainstream to position for a premium mainstream positioning. Delivered creative brief to 8+ agencies that met the brand positioning for a premium, a fusion of tea and herbs, natural and sensorial goodness. Process includes, reviewing agencies, work to review and develop research for testing, production testing, working with IMC and all stakeholders. End result launched a new VIS globally that was well recieved by all global markets.

• Supports and stewards brand architecture and product portfolio strategies

• Leads design resources (internal/external) in the development of primary and secondary packaging to establish a winning retail shelf presence for the category and responsible brands

• Agency selection process, resource allocation and served as lead contact

• Observed design, aesthetic and color trends in the marketplace competition on a regular basis

• Collaborated with marketing, packaging engineering, print production, legal and other functions through the design and packaging development lifecycle

• Provided strategic thinking/input for new global initiatives (Dairy, Coffee)

• Built and implementerd global curriculum for Design Thinking method

• Digital content strategy for brand initiatives

• Lead IMC projects as related to Brand VIS

08/2011 to 06/2013

Atlanta, GA

Brand Marketing and Innovation Specialist

Popeyes Louisiana Kitchen

Directed strategic and tactical marketing initiatives for new products, sides, catering initiatives and overall packaging. Consisted of creative direction for creative briefs, social and digital presence and retail merchandising items. Example; Packaging required 2D and 3D design of retail packaging for both new products and catering. This involved both strategic and executional level as the program started at concept and was managed to distribution and market execution. There was also a strategic planning phase to include a marketing calendar that aligned with the national marketing calendar.

• Ensured strategic packaging calendar alignment with national marketing calendar project deadlines

• Creative direction on merchandising elements and product campaign for new products and brand initiatives

• Managed new products and packaging from concept phrase to in market execution

• Apply findings from consumer insights and research to formulate strategic plans and initiatives

• Monitor and reported on market and competitor activities

• Created forecasting for annual packaging calendar needs

• Created communications for product promotions and packaging promotions 09/2010 to 07/2011

Atlanta, Ga

SR. Account Supervisor

Media Kitchen/Trend Influence(KPMG)

Responsible for 2 direct reports and provided day to day account services by developing client relationships through effective communication. A combined $5 million-dollar budget for brand aligned strategic media planning and local store marketing initiatives that were implemented to help drive sales and traffic for the south-eastern retail locations for the Church's Chicken account.

• Implemented media guidelines in purchasing of annual media buys

• Responsible for coordinating and providing topics for monthly strategic meetings in preparation of monthly co-op meetings

• Strategic development of market plans

• Constructed presentation for Media analysis

• Strategic planning and development of media (Print, OOH, Radio, etc.)

• Provide local store marketing programs to store operators (New Store Openings) 09/2009 to 09/2010

Novi, MI

Sr. Account Supervisor

Moroch Partners

Managed a team of eight team members and provided strategic planning for yearly marketing campaigns for the Michigan co-ops. Plans were informed by consumer trends, consumer insights and business analysis and then shared with Franchisee leadership in monthly meetings for final approval and execution. Campaigns supported the launch of the McCafe line extension products, as well as marketing promotions resulting in increased transactions and sales by 3%. I also managed and was accountable for an annual co-op budget of $24 million dollars for a total of 500 retail locations.

• Provided account services through developing client relationships

• Multi-Cultural Marketing; develop strategic and tactical programs that help drive sales and guest counts for

(African American, Asian and Chaldean)

• Responsible for strategic marketing projects and initiatives in the co-ops to help drive guest counts and sales

• Tested new products for McCafe line (Michigan is one of the top testing markets for the McDonald's)

• Developed media strategies and creative briefs for TV, Print, OOH, Digital, POS and LSM

• Strategies and content for Digital/Social Media and marketing campaigns

• Ensured brand standards across McDonald creative elements 12/2006 to 04/2009

Alpharetta, Ga

South Regional Field Marketing Consultant

Wendy's International

Managed one direct report, provided reporting and analysis on product mix and product sales to determine if promotions were driving sales and traffic by reviewing product data. Through management of regional marketing initiatives (launch of breakfast implementation, Coke promotions and regional promotions) sales and transactions were increased by 2%. Responsible for managing new regional product pricing for SE region roll out.

• Partner with The Coca Cola company on product tests and initiatives

• Provided tracking of test and promotional initiatives for market roll outs

• Created daily and monthly reports on DMA markets and regional sales and products analysis

• Strategic analysis (SWOT) for regional promotional plans and initiatives which increased sales, traffic, trial and encourage frequency

• Created LSM tool kit for franchises

• Managed grand opening events for (St. Louis Market), resulting in community awareness and improved exposure and $50K per day is sales

• Creative for POS/Print for Regional Promotions and Company DMA initiatives 03/2005 to 12/2006

Atlanta, Ga

Account Executive (Domino's Pizza)

JWT(WWP Group)

Delivered on field marketing needs for over 20 DMAs for the north and south eastern regions. I provided recommendations and sold in marketing plans, local promotional campaigns and national campaigns to franchise co-ops.

• Created and executed local store marketing strategies for franchisee

• Developed creative ads for print

• Provided strategic coordination and implementation of media (TV, Radio, Print and Yellow Pages)

• Monthly strategic meetings for co-op meetings/conference calls

• Managed relationships with vendors, print agencies and media agencies

• Planned and managed co-op budgets combined among $3M dollars

• Sold in and managed regional sponsorships and partnerships 09/2000 to 01/2005

Atlanta, Ga

Brand and Fleld Marketing Specialist

Church's Chicken

Reported directly to the CMA and Director of International Marketing & Communication, on projects and logistics for national promotions. I initiated a national program for kid's meals with an increase in sales of 300%. Implemented a newly branded packaging for the entire Church's Chicken system so that packaging was consistent and on message with the National Marketing Campaign.

• Negotiated with vendors on contracts, and gathered quotes for pricing, Universal Studios, Miramax for the kid's program

• Organized and worked on the company style guide to insure brand consistency and integrity across franchise Education and Training

Activities and Honors

markets

• Design and creation of packaging, kid's meal program and managed marketing website

• Managed agencies in development of strategies and creative for branding and national promotions

• Developed and designed 3D packaging and found efficiency and cost savings w/new packaging

• Directed and approved creative needs for print and budgets

• Provided strategy/recommendations for print advertising needs in DMAs

• Coordinated monthly promotions communications for DMAs, assisted in designing and execution of upcoming promotions on a monthly basis

Ewing Township, NJ, United States

Bachelor of Arts: Clinical Psychology

The College of New Jersey

Atlanta Writers Club

Toast Masters

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