Creative Director, Director of Brand Management

Location:

Posted:

January 27, 2019

Resume:

PROFILE

Accomplished brand management professional with a rich history of building and developing Fortune 500 brands. Manage brand development in support of business objectives across the enterprise. Translate brand strategies into brand execution plans, brand positioning and go-to-market strategies. Lead creative development and brand experiences to drive actions that build awareness, preference and demand. Drive marketing and advertising initiatives to ensure brand consistency and alignment across all mediums. Manage teams responsible for the execution of both external and internal creative development. Exceptional interpersonal communication skills; able to easily convey complex ideas to both cross-functional teams of professionals, as well as clients.

EXPERTISE

+ Design, Vendor, & Team Management + Networking & Interfacing

+ Direct, B2B, & Digital Marketing + Client Service & Relations

+ Brand & Concept Development + Leadership & Guidance

+ Creative Direction & Content Strategy + Interactive Design

+ Critical Decision-Making + Complex Problem Resolution

+ Budgeting & Finances + Teamwork & Collaboration

EXPERIENCE

Principal I Heart & Home Atlanta, LLC I Atlanta, GA I 2018 – Present Heart & Home Atlanta is a marketing & branding consultancy serving select real estate professionals with Brand Strategy, Brand Management, Digital Marketing, Marketing Communications, Content Creation, Program & Project Management & Agency Management.

Senior Brand Manager I Cisco Systems, Inc I San Jose, CA and Atlanta, GA I 2011 - 2017 Oversee a wide variety of operations, including agency vendors, co-branding training, budgeting, communications, and programs. Promote clarity and consistency by coordinating the company and partner brands’ policies and standards. Offer keen insight into co-branding as the subject matter expert for the Global Brand Management team. Ensure that the corporate Endorsement Policy remains relevant through regular reviews and updates.

• Successfully raised the company brand value by 18% from $25.3B to $31B in six years through ongoing stewardship and governance based on company business strategy.

• Developed a high-quality training program, ranking in the top 5% of online training within the company, through in-depth e-learning vendor research, beta testing pilot modules, orchestrating in-house SMEs, creating and reviewing RFPs, as well as designing an individualized master curriculum.

• Enabled customers to easily differentiate between Cisco vs partner roles by heading both primary and secondary research with customers, competitors, and internal stakeholders on existing endorsement logos marketplace impact, as well as suggesting and successfully streamlining the number of endorsement logos from 24 to 2.

• Closely collaborated with multiple high-profile companies including Apple, Philips, AT&T, Verizon, Google on initiatives including co-branded advertising, sponsorships, co-developed products, and strategic go-to-market activities.

Senior Brand & Creative Services Manager I Cisco Systems, Inc I San Jose, CA I 2008 - 2011 Headed the WebEx transfer from company to product by guiding an in-house creative team of fourteen professionals. Furthered awareness of WebEx by directing high impact product placements. Reconciled Lisa M. Acup

Creative Director and

Brand Marketing Executive

1131 Portland Ave SE

Atlanta, GA 30316

M 404-***-****

W www.lisaacup.com

LI www.linkedin.com/in/lisaacup/

E ********@*****.***

Cisco’s co-brand standards with resellers of WebEx offerings. Garnered a desire for WebEx online through engaging and unique digital marketing campaigns. Oversaw the development of the WebEx identity guide through insightful creative direction. Promoted work quality through regular staff performance evaluations.

• Designed and implemented the first brand regulations for reseller and ingredient branding to WebEx channel partners, successfully bringing WebEx into the Cisco partner ecosystem.

• Furthered WebEx's reach by developing an engaging mobile-branding strategy that included the launch of the initial company mobile app, garnering over 15K downloads in the first week.

• Drove WebEx sales growth by 19% in only three months and helped increase overall website traffic by 40% through the coordination and management of an intensive rebranding process.

• Slashed company costs by $120K by sourcing a local photographer and directing an in-city photoshoot.

Vice President & Creative Director I Bright Impact, Inc. I Atlanta, GA I 2001 - 2008 Led the creative discipline on all client projects within the firm by providing creative direction, project estimates, copywriting and content design. Drove administrative operations by handling numerous procedures, including recruitment, billing, presentations, business development, and employee reviews. Facilitated cohesiveness among both local and global cross-functional teams through team-building and development. Headed company self-promotion campaigns through digital marketing and messaging.

• Created and integrated an operational infrastructure that involved HR policies, delivery protocols, A/R, recruitment operations, and workflow processes through close collaborations with the President/CEO.

• Achieved a 61% profit margin by effectively guiding a cross-functional team of professionals into completing an eight-week cable commercial and print literature program significantly under budget.

• Facilitated a 56% growth in total net income for Total System Services over a three-month period through a unique and contemporary rebranding initiative.

• Boosted auction location sales by 60 to 809% by launching Manheim Automotive remarketing services.

• Successfully launched influential and enterprise-wide hospital software product for StatCom, achieving downloads from 40+ notable US healthcare institutes.

• Obtained notable clients such as Fujitsu, Georgia-Pacific, UPS, and TSYS by founding and developing an innovative and successful brand consultancy.

EDUCATION

Bachelor of Science, Communications & Advertising I Southeast Missouri State University Cape Girardeau, MO CERTIFICATIONS

Copywriting – General Assembly (2018)

Digital Marketing – General Assembly (2018)

Landscape Design Certificate Program – Emory University (2016) Design Thinking Action Lab – Stanford University (2013) Selling & Marketing SaaS to the Enterprise – Stanford Continuing Studies (2010) Digital Marketing & Social Media – UC Berkeley Extension (2010) AWARDS & RECOGNITION

Best of Show – Macworld (2009) ● Best of Show – iProng (2009) ● Best of Show – Rebrand Global 100 (2009)

● Visual Branding & Identity Systems Finalist – American Marketing Association (2008) ● Best Website Design & Functionality – American Marketing Association (2008) ● Award of Excellence – Graphic Design USA (2006- 2007) ● Merit Award – ShowSouth (2001, 2004, 2005) Lisa M. Acup