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Sales Marketing

Location:
Georgia
Posted:
April 21, 2015

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Resume:

Rebecca H. Johnson

404-***-****

acpa1p@r.postjobfree.com

Atlanta, GA 30126

www.linkedin.com/in/rebeccajohnson2

Senior Marketing Executive with strategic, high-energy, collaborative,

creative, innovative, big picture executive abilities who can quickly

synthesize complex elements into doable strategic/tactical plans that drive

business results. Smart, efficient, accomplished and customer-centric.

Experienced in domestic and international marketing.

Key strengths include:

Developing and implementing brand and marketing programs using diverse

resources both inside and outside a large environment.

Planning and executing both strategically as well as tactically.

People management, team-building, ability to focus on a multitude of

activities, oral and written communications

Strong financial, budget planning and management skills.

Summary - Areas of Expertise

. Branding/Brand Consistency

. Strategic Leadership

. Public Relations and Crisis Management

. Internal/External Communications

. Marketing Infrastructure

. Market research

. Corporate social responsibility initiatives

. International marketing/branding experience

. Website and online initiatives

. Marcom and sales support programs

. Marketing budget and financial management

. Analytics and results reporting/management

. Advertising- B to B and B to C

. Campaign Management

. Event Management

Professional Experience

Lighthouse Strategy AND MARKETING, Atlanta, GA

2012-present

Principal

Strategic marketing, branding and communications consulting for B-B and B-C

clients, for profit and nonprofit. Consulting at the executive level on

marketing strategy, marketing organization and automation, branding-from

development to positioning/messaging and engagement, public relations,

internal and external communications, social media, marketing research, and

event planning and management.

Randstad, US Corporate headquarters, Atlanta, GA

1993-2012

$22.5 billion global provider of HR services and second largest staffing

organization in the world. Managed external and internal marketing for

system encompassing over 400 US offices employing over 120,000 people every

day and provides HR services in areas including office & administration,

IT, engineering, finance/accounting, healthcare, HR, pharma and

manufacturing & logistics.

SENIOR VICE PRESIDENT, MARKETING, 2009-2012

Reported to the President. Responsible for strategy, planning, and

management of all B-B and B-C marketing, communications, online, and PR

activities, including crisis communications and management as well as

recruiting marketing activities of all external talent. Budget: up to $30

million.

VICE PRESIDENT & DIRECTOR OF MARKETING, 1996-2000, 2003-2008

VICE PRESIDENT/Director of Branding and Communications, 2000-2003

Vice President of marketing, 1993-1995

Sales/marketing Support - Created and managed team for national (US) marcom

support and systems to unify, centralize and standardize local activities

of 400+ offices/branches, generating cost and resource savings and

efficiencies.

. Conceptualized and built team of branch marketing consultants to

support all branches by geography/concept.

. Sourced, evaluated and integrated a consolidated online system for all

marcom design and purchasing allowing national coordination/efficiency

with local flexibility.

. Built integrated marketing plans and activities by division/concept.

. Applied standardized branding model concept to all company

acquisitions for ease of integration and quicker growth.

. Incorporated best practice sharing among branches for cost

efficiencies and quicker buy-in to programs.

Brand development - Organized initial company International Brand Team

coordinating European marketing leaders to develop consistent Randstad

branding across operating companies in 43 countries with 2,300+ branches.

International messaging, agency selection, awareness and image research,

and photo database development.

. Served on International Brand Team for 7 years setting international

standards for branch design, advertising, web presence, etc.

. Co-Led international rebranding project including research, strategic

planning, brand positioning and all ancillary activities as well as

managing efforts of international advertising and graphics agencies.

. Communicated and implemented the brand (design, corporate values,

marketing approach, internal approach, public representation, the

sales benefit and "the why of brand") throughout all 400 US branches

and acquisitions.

. Drove an increase of Brand Value to 30% of company market value and

overall Brand Reputation Score exceeding our competition and

equivalent to major international service brands (example: Accenture).

. Directed all advertising activities, including advertising agency

selection and management.

Acquisitions - Led all US marketing, communications and rebranding

activities for 6 acquisitions, ranging from $10 - $750 million.

. Developed rebranding/transitional marketing strategy, plans, and

activities for each acquisition including internal and external

communications, all rebranding, advertising, signage, public

relations, branch redesign, collateral. Plans addressed internal

employees, external talent, clients and prospects.

. Evaluated and worked with international branding consultancy to

determine strategy of name change versus integration, as well as key

messaging for combined companies.

Online and website development - Led management of all aspects of online

assets, including website, social media, job boards, and internal marcom

site.

. Executed complete renovation of website and launch of social media,

while keeping brand identity and working within international

guidelines. Led usability studies, and operational research, developed

better functionality and features for the website.

o Worked across department lines (IT, Training, Finance) to deliver in 4

months.

o Increased website traffic by +140% YOY within 6 months and +190%

within 1 year.

o Increased time on site from 1:40 to 9:50 minutes within 6 months and

tripled page visits.

. Launched 300 local Facebook pages and plus LinkedIn corporate.

. Streamlined multiple job board ordering systems ($5-6 million posting

spend), into a centralized internal system eliminating repetitive job

postings by sales representatives and reducing posting costs by 34%.

. Launched mobile app integrated with full job board postings and branch

locator.

Public relations and crisis management - Directed all public relations

activity, including strategy, planning, agency selection and relations and

collaboration with international parent company.

. Developed industry-leading thought leadership program which delivered

an average of 356 million media impressions for 9 years.

. Integrated selected public relations activities into sales efforts,

including email campaigns and offers and website.

. Collaborated with top national agency to generate consistent coverage

in target publications, including Wall Street Journal, New York Times,

NPR, CNN, USA Today, weekly news magazines, and business, trade and

consumer publications. In last three years, PR work strategies

generated 2.36 billion media impressions.

. Recognized as subject expert within company internationally, and

regularly conducted workshops and speeches for colleagues and

marketing team.s

. Structured and managed all crisis communications activity. Handled 20

or more crisis situations every year, including coordination with

legal and HR departments, press preparation and management.

Successfully avoided negative press coverage in almost every case.

Thought leadership - Created major thought leadership programs unique to

the industry and marketplace. Developed tools to expand use beyond press

coverage and provide sales team with revenue development opportunities.

. Developed and implemented "World of Work" -- an annual comprehensive

proprietary research study of attitudes and opinions of US employees

and employers. Designed as a multi-purpose publication for sales

development, press coverage and thought leadership, including

collateral, training and communication guides. Delivered 435.5

million media impressions (national).

. Led development of an in-depth national Employment Index study that

delivered retention and engagement data and included vertical industry

information.

. Developed a variety of other thought leadership mini-research studies

that were used successfully for public relations activities and sales

development tools (Managers of Tomorrow, Recruitment Guide, Engagement

Guide, Internet Recruiting Guide).

Corporate social responsibility - Conceived and implemented major national

CSR program, "YMCA Multi-Cultural Achievers Partnership" (Preparing Teens

for the Workplace), strategically consolidating and leveraging

contributions and activities to hundreds of organizations on an ad hoc

basis.

. Strategized and structured new charitable program, with guidelines

that tied activities to the business and brand, generating a larger

synergistic organizational impact and significantly more fiscally

practical.

. Implemented and managed in 52 markets.

Olympic Games - Introduced company to US market through a groundbreaking

marketing and branding partnership with the 1996 Centennial Olympic Games

-- the first of its type in Olympic Games history.

. Key executive in conceiving and managing Randstad's Olympic Game

sponsorship including internal and external promotion, client

hospitality and advertising.

. Developed and negotiated program for all workers at Games-17,000

employees

. Led all marketing and communications support for the recruiting of

17,000 people, as well as consumer advertising, collateral, promotions

and PR.

. Increased company brand awareness by 70%, as well as development of

key client relationships.

Awards & Professional Associations

Over 185 marketing excellence and creative execution awards -- (ADDY, PRSA,

IABC, ASA and others)

Top Industry marketer by ASA - 5 years

ANA (Association of National Advertisers) - Brand and Digital Committees

IABC (International Association of Business Communicators)

PRSA (Public Relations Society of America)

Education & Professional Development

DeKalb College

Journalism

Harvard University - Strategies for Enhancing Executive Influence

Senior Executive Leadership Program

Affiliations

Buckhead Rotary Club

AMA-Board of Directors

Butler Street Community Development Corporation - Board of Directors

Pets for Vets

National Multiple Sclerosis Society Leadership Class

OnBoard (Board of Directors Network) - Board of Directors

Kettering - Executive Team



Contact this candidate