Senior Brand Communications Strategist

ED KISHINEVSKY SENIOR STRATEGIST

Brooklyn NY • edkishinevsky.com • **@*************.*** • 305-***-****

HELLO.

I’m a passionate and creative consumer advocate and brand marketer. At my core, I create the link between a consumer insight and a competitive brand proposition clients can own and leverage into a powerful brand idea. Together we can make experiences - communications, services or utilities - that drive brand growth. I’m a thought leader with experience in automotive, retail and health. STRATEGY

Carat New York NY Director, Strategy (2014 – 2015) MasterCard, The Home Depot, Staples

• Developed partner, channel and content recommendations leveraging agency-owned national consumer survey data, campaign analytics and client databases.

• Identified Staples prime customer prospects and designed corresponding content and channel strategies via agency-owned factor analysis.

• Developed ‘attainable improvement’ content and partner strategies for Home Depot Millennials. Briefed Big 4 Ad Tech/Media owners to develop custom global content, insight and delivery solutions for MasterCard #Priceless brand platform and aligned product and sponsorship assets.

UniWorld Group New York NY Director, Digital Strategy (2013 – 2014) Ford & Lincoln Motor Cos.

• Designed brand experiences for the AA market that drive engagement and build relationships through content publishing across owned, paid, social and partner platforms.

• Launched #FordAnd Instagram extension promoting Fusion, Focus and Escape nameplates generating 1.5MM organic impressions, 50K engagers, 1500 user uploads.

• Launched #LincolnJourney social ambassador panels in sync with the brand Re-Imagine campaign to generate 10MM organic impressions and 1500 user posts across Twitter, Facebook and Instagram. Freelance Strategy Director New York NY (2012 – 2013) WellSpan Integrated Health Delivery Network

• Developed ’Care With a Purpose’ brand platform spotlighting the network’s commitment to community health leading an integrated creative launch.

Southern Exposure Mission, Juarez, Mexico International family development CBO

• Designed and implemented Crowdrise social media fundraiser generating awareness and donations for a new family home. Grey New York NY Sr. Strategic Planner (2011 – 2012) Pradaxa Stroke prevention medication

• Drove ‘Protect What Matters’ brand platform representing the impact of stroke on the family to deliver a cross-platform campaign spurring prospects to seek the brand’s superior stroke protection benefit.

• FY2011 +10% above sales goal; 500,000 Patients; Brand Awareness +50% above EOY projection. Battelle Health & Life Sciences (Pitch) Research and technology foundation

• Developed a culturally-based ‘People Driven Chemistry’ platform reflecting the foundation’s core of innovation and invention – its human capital – to reach its audience of science professionals. Rapp New York NY Associate Director, Communications Planning; Cultura Research Group; Sr. Communications Planner (2007 – 2011)

Humana Insurance Group Medicare, Individual, and Employer

• Guided YouTube, TVC and digital executions through our ‘Start with Relationships’ strategy conveying personal attention to assuage prospects through their complicated Medicare selection process.

• Q32010 + 17% Medicare Advantage enrollment YOY; +50% site traffic YOY Gardasil HPV Vaccine for young adults

• Designed brand service ecosystem, including a microsite and utilities, on the proposition that America’s only HPV vaccine protected a young woman’s vision of ‘Camelot’ against embarrassing or fatal STIs.

• Q32010 +2% WW sales YOY, Clio Bronze-Interactive Singulair Asthma/Allergy medication for children and adults

• Redesigned consumer brand site in collaboration with UX and IA teams leveraging user profiles and scenarios identified via site analytics, social listening and primary research.

• Q32010 +12% WW sales YOY

Cultura Internal agency research resource

• Built practice housing primary qualitative, quantitative studies, syndicated sources, brand assessment, social listening, intellectual property/white papers/points-of-view. The Bravo Group New York NY Strategic Planner (2006 – 2007) Symbicort Asthma medication for children and adults

• Designed an analog micro-social network to promote the brand promise of successful asthma control by leveraging the insight Hispanics live in close, collaborative communities. RESEARCH

West London Garcia New York NY Director, Research & Strategy (2005 – 2006) Captain Morgan (New Business Pitch & Win) Capture lifestyles of young adult US Hispanic men

• Pioneered digital ethnography to identify the Ricardo archetype as a strong and proud community leader aiming for economic success and cultural respect.

Splenda Identify brand meaning among US Hispanic Moms

• Designed an ethnographic program to reveal Hispanic moms’ view of the family sweet – dulce – as their symbol of love; offering Splenda a position as an even better expression of family love. Nokia (Grey NY) Launch a mobile phone aimed as US teens and young adults

• Developed a ‘Life Unrestrained’ strategy to position the phone as a foundational presence that helped young adults conquer their lifetime firsts angsts and broadcast their everyday wins. Orbit Identify customs, culture, and occasions for gum and candy consumption among Hispanic teens

• Designed in-home mini-groups to reveal Hispanic youth enjoy sweet-tasting gum, and consume particularly around social occasions such as school, dances and parties.

The Insight Works New York NY Moderator/Producer (2002 – 2005) Toyota/Lexus Identify the psychology behind the purchase behavior of super affluent Americans

• Developed an ethnographic program that identified four primary segments with distinct motivations, attitudes, and behaviors: New Money, Old Money, Got Rich Quick, and Millionaire Next Door. Included in-depth commentary from luxury service professionals, and shopping and leisure excursions. Safeway Identify factors driving competitor growth among the family shopper (moms)

• Ethnographies revealed that a clean, pleasant environment, along with promotions seen in circulars and other retail communications drive moms’ purchase intent, behavior and store preference. AOL Mobile Identify the role instant messaging plays in the lives of teens, families and couples

• Designed a series of friendship/family pairs to learn IM comforts moms, maintains friendships and strengthens relationships. We also found personalizing the utility increased usage. Additional Brands: Progresso, Sara Lee, Quaker, Burger King (Hispanic) Sprint, VirginMobile (Hispanic), Samsung BRAND COMMUNICATIONS

Barnhart/CMI Denver CO Account Manager (1998 – 2001) Wyoming Division of Tourism Increase visits among families and adventure seekers

• Managed award-winning integrated campaign employing iconic Buffalo Bill heritage to convey the state’s natural attractions. Additional Brands: Denver Broncos, Colorado Avalanche, Ultimate Electronics, MetLife, Cadillac Darcy Communications Denver CO Public Relations Counselor (1996 – 1998) Tele-Communications, Inc (Now Comcast) Strategic media counsel on community and business issues

• Edited and e-published daily newsletter surrounding the cable television and telecommunications industries for client corporate and public affairs teams; delivered news and media analysis. PREPARATION

Syracuse University: NYC Public Schools Mentorship Program (2007 – 2012) Upright Citizens Brigade Theatre: Improvisational Coursework & Indep. Performance (2008 – 2011) Miami Ad School: Bootcamp for Planners (2002)

Syracuse University Newhouse School: BA, Broadcast Journalism; BA History (1995) ET CETERA

Fluent in Russian, proficient in Spanish

Enjoy Americana, Pop Culture & Art

Fitness, College Football and outdoors enthusiast

Traveled within 41 of the 48 Contiguous United States, North America, South America, Europe and Africa

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