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Drew Allison

Head of Brand Experience • Brand Strategy • Executive Creative Director

Watertown, MA ad2ke4@r.postjobfree.com 617-***-**** www.linkedin.com/in/drew-allison Summary

Every brand needs a compelling story.

Experienced leader with a proven track record

and a passion for leading B2B and B2C brand

transformations at scale.

Engage in all aspects of brand and product

development —creating disruption in current

markets and activating new categories for brands

in transition. Proven methodology for leading both brand evolution and revolution.

Excel in cross-functional settings, collaborating

closely with C-suite and senior executives

crystallizing the brand DNA and creating a brand

strategy delivering competitive positioning and

differentiated messaging, advancing the business

goals and objectives.

Inspire and mentor high-performing teams and

agencies, creating powerful 360-degree brand

platforms that connect emotionally with customers

through “moments that matter” at every consumer

touch point.

Award-winning creative and data-driven customer

engagement that builds brand awareness, fuels

nurture, and increases demand.

Experience

Yellowbrick Data Head of Brand Jan 2022–Current San Francisco (Hybrid remote)

Collaborate with C-Suite and Board of Directors to create a disruptive global brand and narrative aligned with the company’s business objectives.

• Built and maintain a global brand platform creating brand awareness and fueling demand across all channels.

• Renegotiated contracts and simplified agency ecosystem, saving $250,000 in the first 3 months.

• Spearheaded a 4-month brand transformation with an internal team and agencies, repositioning, recasting, and relaunching Yellowbrick from a single legacy product to multiple product offerings spanning new markets and new competitors — new positioning, messaging, logo, tagline, and content.

• Defined content strategy and manage a team of Content, Social, and Digital Marketers currently creating campaigns, supporting events, and directing videos.

• Led the development and management of a new holistic website, including a new CMS platform integrated with tech stack, live chat, resource library, partner portal, blog series, increased SEO and conversions, and personalization. Dialpad Worldwide Brand and Creative Director 2020–2022 San Francisco (Remote)

Transformed a multi-product and multi-brand company into a single unified brand and product.

• Led positioning, boilerplate, value proposition, company values and culture, mes- saging, and visual and verbal identity.

• Designed and delivered an engaging and cutting-edge conversational AI assis- tant/bot.

• Led agency search, campaign/advertising strategy, and creative. Fuze Worldwide Brand and Creative Director 2015–2020 Boston (On-site)

Collaborate with C-Suite, and Board of Directors to strategize and create a single unified brand, technology, product, and category. Repositioning, renaming, and relaunching the company during acquisition, across a 3.5-month brand transformation with a small internal team and agencies.

• Boosted company valuation and contributed to annual revenue increase from

$30 million in 2015 to $129 million in 2020.

• Created a brand narrative and brand platform inventing B2C approach for B2B go-to-market strategy, with new messaging, logo, tagline, and content.

• Built and managed an in-house agency and brand team of designers and freelancers.

• Provided oversight and direction for external agencies and partners for campaign/advertising strategy and creativity.

• Collaborated with product design and development, providing direction and creating all product sonic branding.

Education

Pratt Institute (Brooklyn, NY)

BFA, Communication Design—Deans List

Skills/Expertise

• Brand research

• Brand strategy

• Content strategy

• Visual and verbal

identity

• Digital marketing

• Digital publishing:

Adobe Creative Suite

• CMS

• Generative AI

• Creative workflow and

automation

• SEM/SEO demand and

lead generation

• IOT and proximity

technologies

2

Technology Consumer Financial Services Life Sciences A123 Systems Agfa Bank Boston / Fleet Biogen

Acme Packet Bose Crystal Financial Biotechnica

Allaire/Macromedia Boston Design Center Fidelity Investments Cambridge Biotech Analog Devices Farberware General Electric Repligen BBN FoodLife Hello Wallet Waters Corporation

Cabot Corporation Gillette Hudson Heritage FCU

Communispace New Balance Longpoint Partners

Concord Communications Pitney Bowes LPL Financial

Demandware Polaroid

Dialpad Russian Optical Industry

EMC Corporation Tile Showcase

Endeca Titleist

Fuze Windpact

IBM Netezza

Kenan Systems / Lucent

Kurzweil Voice

Lotus IBM

Mobiquity

Progress and Sonic Software

Raytheon

Textron

Yellowbrick Data

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