Rebecca H. Johnson
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