Paula Julian

214-***-****

ad3qap@r.postjobfree.com

www.juliangrp.com

www.linkedin.com/in/paulajulian

Profile

An energetic, influential leader with a history of building strong brand relationships with consumers is seeking remote full time, part time, or freelance consulting work to support a growing organization with my expertise in marketing research, marketing strategy, and customer experience. Excellent writing, presentation, organization and management skills.

Experience

The Julian Group, Dallas, TX 1/2006 - Present

Owner and President

Creating direct, interactive, and powerful connections between companies and customers through the use of innovative multidisciplinary research and strong brand strategy and planning techniques.

Areas of Concentration

Product/Category Experience

Meeting facilitation, brainstorming, ideation

Advertising account strategy and planning

Research design and implementation

Program evaluation

Sophisticated quantitative, qualitative, and online methods (e.g., conjoint, segmentation, etc.)

Offline, Telephone and Online ethnography, IDIs, focus groups, bulletin boards; survey development and quantitative survey tool capabilities

U. S. Hispanic and International experience

Brand development/brand equity/auditing

Customer and employee satisfaction/loyalty

Customer Journey and Persona identification

Customer experience and UX testing

Product and package development

Price sensitivity

Communications development /Ad copytesting

Client relations, account and employee management

Office and financial management

Advertising

Consumer, employee, and business targets

Children, tweens, teens, moms, elderly

Consumer products and package goods

Education

Energy

Entertainment

Finance (Banking and investments)

Food and beverage, restaurant

Healthcare (Hospitals, Drugstores and Insurance)

Political issues/persuasive messaging

Pharmaceuticals

Telecom

Technology

Travel and tourism

Toys

Excellent writer, presenter, management and people skills

Expert Microsoft Outlook skills; proficient in MRI-Simmons, Mintel Comperemedia

A sampling of recent projects include:

ACE Cash Express: Developed persuasive message campaign that resulted in the desired 100,000+ petition signatures within the necessary 30-day timeframe. Based on success of this program, was ask to consult on ACE’s agency search process.

AT&T: Brand strategy, concept and communications development for U-verse and SMB Mobility.

AVON: Skin So Soft package redesign to appeal to a more contemporary shopper.

AVON: Product and package development for AVON Baby line.

Frito-Lay: Shopper strategy for new dry dips line.

Duke Energy: Defined brand image and created strategy for brand positioning/advertising campaign. Developed personas for digital strategy and created digital outage communications strategy.

Entergy: Create a ROI-based marketing strategy and promotion plan resulting in cost-reducing digital channel migration higher customer satisfaction. Developed segmentation strategy and implementation plan.

GES: Strategic lead for national and global new business development for one of the world’s largest event and exhibition specialists for the past ten years.

MGM City Center Residences: Define affluent customer motivations to purchase and sales strategy resulting in 52% of sales completed in one quarter.

MillerCoors: Discovered shopper insights and strategy for new product development.

PepsiCo: Explore shopper usage patterns and preferences for couponing and coupon inserts.

P&G Pet Care: Craft an award-winning creative strategy, “The Art & Science of Balance,” for trade show event.

Scottrade: Strategic segmentation; first based on value, adding an attitudinal overlay, followed by needs based append. Identified motivations to purchase/ positioning for high value customers, resulting in “Chad the Broker” campaign.

Tabasco: Developed shopper insights to motivate trial and increase usage for Tabasco.

TEVA: Lead moderator and analyst for multi-wave biologics injection device usability and messaging research.

UCB: Worked with physicians, nurses, and patients to develop a prototype autoinjector device

Ziebart: Created personas, customer journeys, and brand strategy for this automotive aftermarket provider.

During The Julian Group’s history, two full time projects for advertising agencies were completed:

The Hawkeye Agency, (8/2019 – 11/2022). Role: Senior Director, Strategy and Planning

oEstablished an Account Planning function for the KeyBank Strategy Team of four strategic planners.

oCreated human connections with the brand based on the voice of the customer.

oLed major research initiatives including Segmentation and Relationship Value Program Conjoint/Discrete Choice for KeyBank

The Javelin Agency, (2016 – 12/2018). Role: Director, Strategy and Planning

oBrand strategist for a variety of the agency's top accounts, including AT&T Entertainment Group, ACE Cash Express, and AT&T Business Services.

oDirected a team of three strategists.

oResponsible for heading the agency’s research function, mapping customer journeys and improving the customer experience creating substantial incremental revenue support to the agency from designing and upselling research projects to clients.

Rapp Collins Worldwide, Dallas, TX 12/2003 – 1/2006

Senior Vice President, Brand Planning

Brinker Restaurants: Developed “That’s So Macaroni” campaign for Romano’s Macaroni Grill and “See What Sizzles” campaign for On the Border, contributing to increase trial and repeat in Q1.

DIRECTV: Created segmentation, utilized customer research and behavioral data to create “Rethink TV” campaign.

Direct Energy: “Rising Prices” campaign credited with producing 215,000 incremental customers at a 75% reduction in cost-per-acquisition and producing a 55% lift in brand awareness.

2004 Cannes Lion Award for Creative Excellence for Direct Energy’s “Rising Prices” campaign.

2005 Direct Marketing MIXX Award for SunTrust NASCAR Winner’s Choice Online Sweepstakes.

Supervised a team of 12 employees.

Core contributor to new business development team that won 13 new business pitches in 13 months.

Ackerman McQueen, Dallas, TX 1/2000 – 12/2003

Executive Vice President, Research and Planning

Leapfrog: 2004 Grand Effie Award, industry’s top award for advertising effectiveness in the country, for the “Learn Something New Every Day” campaign. Grew client from $500,000 account to a $45 MM account in three years.

Developed a corporate research and planning function for the agency’s five offices, including hiring and supervising 4 employees. Managed department of four from start-up to $2MM in additional agency revenue.

Other clients included Six Flags, Pizza Hut, Brunswick Bowling, Integris and Saint Francis hospital groups. Other clients available on request.

Entergy, New Orleans, LA 1997 – 2000

Director, Tactical Market Planning 1999-2000

Manager Consumer and Small Business Marketing Research 1997-1999

Strategic planning for Commercial, Industrial, and Mass markets.

Designed and implemented company’s first strategic segmentation; creating a deregulations strategy based on customer value.

Managed Anderson Retail Strategy Team for deregulation strategy.

Supervised a team of 13 strategists.

Directed $1.5MM customer satisfaction and loyalty program.

Bozell Worldwide, Omaha, NE 1995 - 1997

Partner-in-Charge, Planning and Research

Research and planning department leader: accounts including Mutual of Omaha, MidAmerican Energy, Nebraska Lottery, and First National Bank of Omaha.

Grew research billings from 0 to approximately $1.5 million in two years.

Education

University of Missouri, Kansas City, MO

ABD, Community Psychology with Organizational Development cognate

MA, Psychology

Baker University, Overland Park, KS

Johnson County Community College, Overland Park, KS

Adjunct Professor

University of North Texas, Denton, TX

Psychology major prerequisites to apply for doctoral program

Texas A & M University, Commerce, TX

BS with Honors, Human Development

Professional Affiliations

American Marketing Association

American Psychological Association

Society for Community Research and Action

QRCA

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