BRENDAN CALLAHAN

917-***-****

ad3r3w@r.postjobfree.com

PROFESSIONAL EXPERIENCE

Bloomberg New York, NY

Head, Content & Creative Strategy, (May 2022–present)

● Lead a global team of 5 and agency teams of 10+ responsible for overseeing a nine-figure full-funnel media investment, performance marketing, content marketing, and marketing analytics to deliver audience and revenue growth

● Delivered 19% YOY subscription revenue growth in 2022 and 10% in 2023; increased digital subscriptions from 200k to over 470k, and shifted annual subscription mix from 11% to 34% across paid media channels, increasing overall profitability

● Improved creative quality through test-and-learn methodology; increasing effectiveness of acquisition, engagement and awareness campaigns

● Refined mid-funnel content strategy, delivering 50% improvement in LTV

● Utilized multi-million-dollar investment in marketing technology to rollout a customer data platform, marketing mix modeling and creative intelligence partners resulting in 500% improvement in match rates, -76% decrease in CAC and 150% improvement in conversion rate American Express New York, NY

Director, Retention & Best Customer Programs, (Jun, 2021—May 2022)

● Managed team of 7—Retention marketing: phone and email treatments to at-risk customers

● Devise a model to target customers who were low spenders/overutilizing/at-risk behavior impacting retention; scaled profit—$62M in 2020 to $242M in 2021

● Targeted customers not reached by phone channels—100k+ customers/quarter; utilizing digital channels to scale reach

● Oversaw “Best Customer” program: creating treatments calculated for “VIPs” to retain and increase spend

o Led team strategy; determined how to define “best" customers and scaled program o Introduced digital marketing to the channel—spearheaded efforts to expand audience 10x Director, Marketing Transformation, (May, 2019—Jun, 2021)

● Led team of 3; created 1st marketing education strategy; tracked curriculum tool usage, distributed company-wide weekly newsletter and engaged Slack community of more than 2k

● Developed Marketer training curriculum for 3K+ marketers: developing strategy and executing new content/processes

o Conceived/built central education repository for Marketers; sourced 400+ internal and external content pieces, serving 1,200+ users monthly with a 45%+ weekly repeat rate

● Led creation and execution of enterprise-wide Insights Needs Assessment in 20+ markets o Uncovered need for insights and a gap in delivery, shifting Insights team strategy; shaped future team structure

Senior Manager, E2E Customer Marketing, (May, 2017—May, 2019)

● Managed team of 2—modified agile marketing methodology to drive faster decision making and rapid speed to market

o Created review/marketing approval procedure with Legal/Compliance, dictating new social/email campaign approval process

o Stewarded projects through complex approval processes for launch; reduced approval time from 14 days to 1

● Crafted and rolled out Global Brand Strategy to all B2B marketers and created best-in-class implementation plan

● Created and facilitated training for +500 B2B employees with dynamic, team-based curriculum to in record time of 6 weeks; liaised with Brand team to influence change for B2B customer Danone White Plains, NY

Brand Manager, Innovation, (Dec, 2016—May, 2017)

● Managed 3 brands, overseeing insight to concept testing: all new yogurt lines to launch within 18-months (co-branded product went to market within 6 months)

● Collaborated with Insights to understand customer preference; worked with Product Development on product and pricing and led Project Manager to achieve aggressive timelines 1

BRENDAN CALLAHAN

917-***-****

ad3r3w@r.postjobfree.com

Brand Manager, YoCrunch, (Sep, 2016—May, 2017)

● Led analyst; Redefined target customer, opening door to innovation; expanded product lines; redesigned website to appeal to new target

● Grew$115M business 5%+ YOY; created social-focused marketing strategy and built 3-year pipeline to drive long-term growth

Brand Manager, Private Label Brands, Inclusive of Walmart, (Jan, 2016—Sep, 2016)

● Managed brand/cross-functional product/marketing processes for private label yogurt business

● Led multiple teams to secure Walmart “Great Value” yogurt business worth $100M

● Focused P&L ownership to drive profit; uncovered and implemented purchasing efficiencies

● Created marketing strategy for Walmart: harnessed private label industry insights and data Campbell Soup Company Camden, NJ

Associate Marketing Manager - Prego Sauces, SpaghettiOs & Ready Meals, (Jun, 2015—Jan, 2016)

● Decided marketing strategy and spend of $30M budget across brands including paid media, shopper marketing and consumer promotions including FSIs, website integrations, in-store displays and OOH

● Increased Facebook followers by 10%+ by initiating call-to-action, story-based organic and paid social media campaign for SpaghettiOs

● Built path-to-purchase/digital ecosystem/campaign planning tools—tracked and evaluated media/channel effectiveness

● Facilitated omnichannel marketing; moved $2M from awareness marketing to Shopper programs to surgically reach target customers—2X+ ROI

Associate Brand Manager - Innovation, (Apr, 2014—Jun, 2015)

● Spearheaded 2 largest innovation platforms: combined sales—$40M, tying year 2 launches to overarching non-GMO initiative

o Delivered 2nd year, “ready-to-eat meals” products in 4-week timeline: typically 6-months

● Managed cross-functional teams in commercialization/R&D/packaging/supply and demand

● Served in insights role, conducting market research to understand consumers at shopping malls/food trucks/within homes

Associate Brand Manager & Sales Manager - National Accounts, (Jan, 2013—Apr, 2014)

● Led sales, communication and marketing strategies; assessed/prioritized new customer opportunities to identify best-fit solutions

o Planned/executed $1M marketing budget; improved portfolio profitability by 8%+ o Predicted product performance, impacting demand planning with 98% accuracy

● Spearheaded Sales for customer, Wawa: scaled business through sales/data/relationship building o Sold in 2 new soups; resulted in increased volume by 27%+, representing $2M+ sales Ideas To Go (Innovation Process Consultancy) Minneapolis, MN Orlando, FL Morristown, NJ General Manager (Oct, 2009 – Aug, 2010)

Chief of Staff and Creative Problem-Solving Consultant (Jul, 2006 – Sep, 2009) KUOW Public Radio (NPR Affiliate Station) Seattle, WA Program Manager and Head of Biannual Pledge Drives (Jul, 2004 - Jun, 2006) Associate Producer for NPR’s “Says You!” National Tour EDUCATION

● MBA, Marketing University of Maryland College Park, MD Dec, 2012

● Master of Public Policy, Leadership University of Maryland College Park, MD Dec, 2012 o Interim Head of Finance Department Summer, 2011

● BA, Theatre University of Washington Seattle, WA May, 2005 COMPETENCIES VOLUNTEERING

● Technical Skills: Bloomberg Terminal, Google Analytics, YouTube Analytics, Google and Microsoft Suite, Jira, Hootsuite, Market Logic, and IRi

● Volunteering: No Face Performance Group—Marketing Director 2

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