Account Director Marketing Strategist

Kathleen Gibson Cheshire, CT *****

*******@*****.*** • 860-***-****

https://www.linkedin.com/in/kathleenhgibson

Award Winning, Global, Creative & Analytical Marketing Strategist and Leader

- A Global, Innovative, Purpose-Driven Marketing, Brand, and Communications Strategist – A Seasoned, 360 Marketer whose skills & experiences straddle both the art & science of building brands, and advancing organizational growth. Extensive experience in organizational development, strategic marketing, growth marketing, brand positioning, and leadership. Specializing in working acros health, wellness, and life sciences sectors. Accelerating all levels of growth through broad capabilities in healthcare strategy, market research, and brand marketing that results in launching new strategies, forward- thinking platforms, and advancing key company and client initiatives

- A Data-Led, Team Leader, and Thought Leader -- Inspiring Team Collaboration, Empowerment & Success Building, Executing & Leading Creative and Strategic Marketing, Brand & Commercial Solutions -- Extensive Experience Developing & Executing End-to-End Campaigns, Leading GTM & Launch Stratagies. Creating New Growth Strategies, Ideas, and Innovation Consistently Advancing Actionable, Strategized Engagements, and Multichannel Marketeing & Brand Strategies. A Leader with Vision! Bringing Different Perspectives to Marketing & Brand Excellence, Trends, and Identifying New Opportunity Areas

— AREAS OF EXPERTISE —

Full-Stack Global Marketing, Communications DQG /HDGHUVKLS Expertise, StrategLHV, and Advancements A Customer-First, Leader with Deep B2B, B2C, B2B2C, DTC, Retail, Healthcare, HealthTech, Wellness, and LifeScience Strengths Brand Marketing, Product Marketing, Engagement Marketing, Growth Marketing, and ABM Marketing Expertise Planning, Creating, Executing, and Optimizing Integrated and Multiplatform Marketing Strategies, Platforms, Communications, Campaigns, Public Relations, and Events for Corporate Commmunications, Brands, Products & Services Driving & Influencing Development of Integrated Marketing Programs, Engaging the Interests & Needs of All Key Target Audiences Significant Strengths in CX, Consumer Journey, VOC, and Customer/Client-First Competencies Specializing in Creative, Analytical & Strategic Ideation and Direction Extensive, 360 Strategic Marketing Intiatives - Attracting & Building Brand Awareness, Positioning, Messaging, and Advocacy -- Broadening Appeal & Purpose to New Audiences Lead Generation Significantly Skilled in Market Reasearch, Data Science, Insights & Analytics Synthesizing Insights & Analytics into Creative & Actionable Marketing Initiatives & Tactics Driving Strategic Concepts From Ideation to Implementation to Measurement Leading Impactful End-to-End Marketing Campaigns & Executions Key Collaboration with Cross Functional Teams, Across Product Marketing, Growth Marketing, PR/Comms, and CRM Teams Sales Partnership

& Planning Sales Enablement Expertise in Developing Differentiated, Creative, and Strategic Content & Master Storytelling Significant Agency Internal & External Experience & Management Substantial Key Stakeholder, Client, and Partnership Building Impeccable Communication Skills Cultivating Leadership Relationships & Advisement Cross-Functional Project Management Leadership Continually Driving & Initiating Ideation, Innovation, Optimizations, and Process Improvements Extensive Team Leadership Team Development, Mentorship, Empowerment & Motivation -- Leading by Example & Driving Team Success! Advancing Strategic, Creative, Ownable, Marketing & Communication Goals, Optimizations & Growth!

— SAMPLE CAREER SUCCESSES —

- Led a Strategic Marketing Management Team To Producing Leadership KPIs in the 90s

(Pulse Benchmark avg. = 78% whie at LEGO

- Implemented New & Successfull Global,Strategic Marketing Implementations & Processes - Leading to Organizational Growth of 3.1% Revenue During LEGO Tenure

- Championed a 360 Complete Organization Re-Brand & Re-Launch with Immediate Digital and Social Content Views of Over 4.0+MM Unique Views at Aetna

- Achieved Double-Digit ROI on numerous Global & National Brand & Promotional Initiatives, Averaged YOY Growth of 18.5% at Hasbro

- Led A Premier Tech Start-Up’s First Public Release & Client Field Trial -- Generating Fortune 500 Company Brand Awareness Lifts From 18% - 82%!

• Planning & Executing Campaigns from Conception to Launch, Customer/Patient/Client Focused, Strategic & Creative Marketing Initiatives, and Engaging GTM Launch Strategies.

• Continually Optimizing, and Driving Lead Generation, and Sales Enablement

• Leading Differentiated Solutions, Based on Ideation, Market Research, Tech Innovations, Ideation, and Conceptual Solutions.

• Constantly Aiming To Bridge The Gap Between Aetna’s Core Businesses and The Future Of Engagement, Growth Marketing, Digital Accelerations, and Quantifying New Products .

— PROFESSIONAL EXPERIENCE —

AETNA, CVS Health Hartford, CT

Marketing Lead, Commercial 2020 - Presesnt

• Extensive Cultivation, Consulting, and Managing Consulting Key Stakeholders and Leadership - with Credibility, Collaboration, and Solid Partnerships. -- Achieving Success Through Pro-active Project Management Leadership, and Creating Unique Marketing Content, Communications, and Storytelling. Key Results:

§ Drove Net-New Advancements for The Largest Health & Wellness Consumer - Focused Product. Creating and Executing “AETNA ENHANCE” - Taking a Net New Product & Brand from Concept to GTM Launch. Meeting & Succeeding the Needs of Aetna Members, Customers, and Clients.

§ Advanced Aetna’s Strategic Product Marketing Progression - Through the Launching the Company’s First At-Home, All Digital Product. Secured & Managed New Partnerships with a Market Leading, Digital Engagement Companies. Providing New Technological Solutions & Consumer Touchpoints – Driving Strategic Customer Marketing, and Cost-Effective Outcomes - Anticipated YE 2025 $25MM Revenue. LEGO Group Enfield, CT

Director, Global DTC Marketing 2016 – 2019

Created & Led all Data-Driven, Strategic Marketing, Product Development, Communications, and Campaign Strategies

• Defined & Executed Lego's DTC & Omnichannel Marketing, Product Launches, Retail Strategies, and ECommerce Development - Resulting in YOY Growth, Enhancing Overall Brand Awareness, Adoption & Growth.

• Planned, Developed, and Implemented Strategic and Creative Marketing Plans, and GTM Solutions to Achieve Company, Brand, Product & Stakeholder Goals – Accelerating Lead Generation and Growth Marketing.

• Forged Data-Led Decision Making – Initiated a culture of testing, analysis & learning enabling discoveries of new and innovative ways to grow through product optimalizations or applied campaign measurements & learnings

• Utilized Marketing Data, Tracking, and Measurements to Progress Strategic, Customer-Focused Marketing Applications, Trends, Emerging Technologies, and On-Point CX & UX Journeys and Roadmaps

• Accountable for Agency Management & Ownership, Marketing Budgets, KPIs, and Criteria for Success.

• Provided Leadership to 11 Direct Reports, Who Continuously Executed Multiple Data-Driven, DTC Brand & Product Launches – Through Multiple Channels and with Emerging Technologies.

• Led Extensive Cross-Functional Project Management Teams & Collaborative Efforts Between Internal & External Partners, Stakeholders & Leadership -- Ensuring Overall Unified Business Goals & KPI Alignment. Key Results:

§ Exceeded Team KPIs, Drove New Strategic Thinking, Analytical Advancements, and Measurement & Effectiveness -- Delivering Successful, New, and Differentiated Marketing, GTM & Communication Solutions.

§ Successfully Led a Strategic Marketing Team - Resulting in My Team “Pulse” Leadership Scores to Soar into the 90s (Pulse benchmark avg. = 79) at LEGO. AETNA Hartford, CT

Director of Consumer Marketing 2011 – 2016

Established and Owned The Complete 360 Rebrand of a Fortune 50 Healthcare Leader - Working In A Start-Up Mentality, Took A Leading B2B Organization and Re-Launched It Into A Customer-First, Purpose-Driven, B2B2C Health & Wellness Leader! - Researched, Planned, Designed & Led End-To-End Marketing, Brand & Product Solutions

& Campaign Initiatives. -- Leading every internal & external element of establishing a health & wellness brand including, the creation & application of all brand programs/assets/pillars & customer-first communications - Created and executed all product messaging & positioning -- Successfully delivered newly created, differentiated & disruptive ideas and tactics – Crafted unique & ownable marketing & brand content, key product & positioning, driving deeper strategic partnerships, creditability, and thought leadership – forging new marketing approaches & tactics, and effective GTM launch strategies. Worked Cross-Functionally, Leading Multiplatform Project Management Teams. -- Forged On-Going Data-Led Optimizations, and Continuous Improvements. Extensive Agency & Advertising Management & Ownership. Key Results:

§ Developed Aetna’s First 360 B2B2C Digital Ecosystem, and Enterprise Marketing Campaigns with Immediate Digital & Social Media Content Views, Over 4.0+MM with "The Aetna 11 Intiative."

§ Expanded Aided & Unaided Brand Awareness Reach by 17+% New York, NY

2008 – 2011

DDB Worldwide, An Omnicom Agency

Group Account Director, Hasbro Inc. (Fortune 50 Client) Directed All Global Marketing, Branding, and Product Launches for Hasbro’s Game Division.

- Substantial New Business Development, Key Stakeholder Management & Consultancy., and Engagement Marketing.

- Leader to 9 Direct Reports & Cross-Functional Teams, Advancing Best-In-Class Strategic Marketing, Brand Marketing,

& Creative Product Strategies. Created Innovative & Differentiated Concepts – Driving Results-Driven Communications

- Headed the Substantial Responsibility of Developing, Managing, and Executing Impactful Brand & Product Campaigns

-Progressing Reach Among Multiple Target Audiences. Consistently Optimized Brand, Product, & Customer-First Experiences - Resulting In Increased Brand Awareness, Adoption, Equity, and Growth. Key Results:

§ Averaged Double-Digit ROI on Numerous Product & Brand Campaigns, Average YOY Growth, 18.5+%.

§ Created, Launched, and Directed the GTM Strategy & Execution for the Popular Ellen DeGeneres Show Hasbro “Family Game Night” Partnership. *Family Game Night segment continues to run on Ellen to date PBS/Public Broadcasting (a national non-profit organization) Boston, MA National Account Director 2001 – 2008

Successfully Led the Creation, Managing, and Leveraging of PBS’s Fortune 100 Partnerships & Its Nationally Televised Brands including, the most-watched PBS children’s television series, Curious George as well as primetime brands including, Downton Abbey, NOVA, Antiques Roadshow, and This Old House.

- Responsibilities included Substantial Client Servicing & Consultancy, Co-Value Creation, Brand Stewardship and Serving As a Passionate Partnership Leader, Advocate, and Consultant for Multiple Products - Driving Unified, Shared, And Effective Co-Brand Positioning, Value, Messaging and All Co-Branded Communications.

- Led Partnership Marketing Solutions and Promotions. Executed All End-to-End Product & Brand Campaigns, Creative Content Strategies, and Results-Focused Executions – Forging Product Engagements and Actionable Outcomes.

- Led all Partnership and Client/Partnership Directives – Owning PBS’s Brand Image, Value Creation, Strategic Marketing Approaches, and End-to-End Successful Communication Platforms. Key Results:

§ Achieved a "PBS-First" with a Corporate Client Renewal Rate of 100%! FY 2007 (avg. = 68%) E Ink Corporation (a premiere start-up organization) Cambridge, MA Business Development Manager 1998 – 2001

Electronic paper (e-paper) display technology commercialized by the E Ink Corporation, co-founded in 1997 by MIT Students, JD Albert & Barrett Comiskey, and Harvard Business School Partner, Russ Wilcox. A new technology that would mimic the appearance of ink on paper. Today, this technology is commonly used in mobile devices such as “The Kindle”, numerous “e-readers”, smartwatches, and mobile phones. In 1998, I was hired by Wilcox as the 3rd member of the newly formed E Ink Sales & Marketing Team.

• Focused Extensively on Bringing E Ink and Its Innovative Products to Life

• Defined, Developed, and Expanded E Ink’s End-To-End B2B Brand and Product Strategies, Created Core Brand Pillars, and Communicated E Ink’s Values & Mission Across All Channels & Touchpoints

• Created, and Produced All Primary Marketing Foundations, Assets, Positioning, Messaging, and All Sales Enablement Resources. Key Results:

§ Established and Managed E Ink’s 1st Market Research Initiatives, Channel, Target, Strategy Explorations, and Customer & Client Focus Groups

§ Organized & Owned E Ink’s First Public Release and Client Field Trial -- Generating Fortune 500 Company Brand Awareness Lifts From 18% - 82%!

— EDUCATION —

- Wittenberg University – Springfield, OH - B.A. in Communications (Graduating with Honorable Distinction)

- Kellogg School of Management – Evanston, IL – MicroMBA, Executive Marketing, 2015

- Yale, School of Management – New Haven, CT – Executive Certificate, Women in Leadership, 2018

* Continuing to invest time and efforsts in continuous professional development

— AWARDS —

- National Academy of Television Arts & Sciences, Recipient of Two Emmy Awards 2006, and 2008, while at PBS.

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