Manager Account Executive
Resume:
The Coca-Cola Company Atlanta, GA **** – Present
Brand Manager, Honest Tea & Peace Tea (2019 – Present)
• Concepting & leading cutting-edge product innovation rooted in consumer research to identify whitespace opportunities for the brand
• Leading customer relationships growing the Honest brand within the food service & on-premise, ecommerce, natural and club channels resulting in new customers selling Honest beverages
• Leading brand trademark initiatives rooted in best in class ecommerce programming, shopper marketing, and updated brand identity system
• Led 2020 Peace Tea brand re-launch (e.g. consumer research testing, system planning/commercialization, IMC briefing, shopper briefing etc.) as well as product innovation
Senior Manager, Connected Consumer Experiences (2017– 2020)
• Led a cross-functional team of marketers, technologists, agencies, and partners in defining the strategy to create engaging and innovative consumer experiences for brands like Coca-Cola, smartwater, and Peace Tea; providing digital strategy, recommended 360 program support/integration into full IMC, concept development, project management, measurement, optimization and PPA
• Analyzed emerging technology trends, consumer insights, and market dynamics to establish the innovation and marketing technology roadmaps to enhance company brand identity and improve market positioning Manager, Connected Consumer Experiences (2016– 2017)
• Collaborated with the Coca-Cola system and cross-functional partners to lead the creation of engaging and innovative consumer experiences for Coca-Cola brands activating asset-partnership programs like 2017 March Madness program, 2018 Olympics and 2018 Summer providing; digital strategy development, concept development, project management, execution, measurement, optimization and PPA
• Drove the marketing technology roadmap based on data-driven qualitative research on emerging technology, transforming Coca-Cola brands through innovation and long-term strategy, significantly increasing sales and customer engagement.
• Recognized as high performing and talented leader, quickly promoted to Senior Manager role. Editorial Content Manager, Connected Consumer Experiences (2015– 2015)
• Led the Mycokerewards.com website content calendar working with brands & partners to showcase their programs on a key Coca-Cola company website
• Led all creative strategy, agency budget & execution tied to content across the site MSL Group Atlanta, GA 2014-2015
Senior Account Executive, Similac (2014– 2015)
• Account lead & digital strategist for Similac's Sisterhood of Motherhood program; stood up year-long influencer program, celebrity partnerships, influencer event hosted in NYC
• Concepted, managed and executed Similac and PediaSure's brand sponsorship at the 2015 Mom 2.0 Summit YAH. Agency Atlanta, GA 2011 – 2014
Senior Account Executive (2014– 2014)
• Coca-Cola Account lead, strategy and 360 execution for high profile sports & entertainment Coca-Cola brand partnerships like American Music Awards sponsorship, St. Jude partnership and Live Nation
• Crafted all custom customer integration programs tied to key Coca-Cola assets Account Executive (2012– 2014)
• Client contact and project management for multiple Coca-Cola Company brands (Coca-Cola, Diet Coke, Coke Zero, & Fanta), focus on bringing to life via multiple consumer touchpoints
• Concepted and managed high-profile 360 marketing projects like Coca-Cola’s teen platform with American Idol, Coke Zero Sugar Sponsorship activation of the BCS Championship, Multiple MyCokeRewards.com digital experiences, Coca-Cola’s partnership with St. Jude Children’s Research Hospital, Coca- Cola’s sponsorship of the 2013 Festival People en Español, Sprite partnership activations etc. Senior Account Coordinator (2011– 2012)
• Coordinated and managed Fanta and Diet Coke MyCokeRewards.com programs as well as the social activation elements for Coca-Cola at Essence Music Festival managing the mobile event guide
Creative Artists Agency Los Angeles, CA 2010-2011 Entertainment Marketing Assistant (2010– 2011)
• Led department assistants and coordinated all logistics for the entertainment marketing department (e.g. client invoices, client contracts, expense reports and budget, presentation materials, research etc.)
• Assisted in Coca-Cola’s “Arctic Home” creation and execution resulting in Coca-Cola’s first short-film directed by Ridley Scott Lauren Couch
MARKETING & DIGITAL BUSINESS LEADER
Atlanta, GA
*****************@*****.***
Integrated marketing professional with proven expertise as a brand builder, creative innovator, strategist, and digital marketing expert. Lauren is focused on connecting consumers and brands through successful execution of strategic campaigns across a variety of marketing platforms. She employs rich, creative storytelling to manifest brand messaging into robust business performance. Lauren is a skilled communicator and recognized leader of high performing teams. Highlights of Expertise
• Brand management
• Omni-channel marketing
• Digital Transformation
• Consumer Experiences
• Marketing Technology
Career Experience
Education & Affiliations
• Pepperdine University - Bachelor of Arts, Integrated Marketing Communications
• Millennial Voices Leadership Council (Coca-Cola)
• Delta Delta Delta Alumnae
• Active Community Volunteer
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