LORI BOYM

CHICAGO, IL *****

312-***-**** adwnmt@r.postjobfree.com

Results-Driven Multifaceted Omnichannel Strategic Integrated Marketing Leader. Progressive leadership and revenue-driving experience within integrated marketing, brand, partnerships, sales, c-suite, digital, shopper, and retail functions. Consistent success with consumer- packaged goods (CPG), quick service restaurants (QSR), telecommunications, and agriculture brands. Experience with the entire B2B and B2C landscape including commodity-driven perimeter and interior category management. Accomplished professional with demonstrated success in creatively developing and implementing strategic approaches to drive market growth, P&L, and bottom-line profitability. Unique experience has resulted in becoming a natural leader who is not afraid to "pivot" as needed for B2C, B2B, and agency roles. Strong communicator with natural leadership talent and highly passionate about Marketing especially identifying areas of value add. Highly passionate about Marketing and embracement of multi-functional collaboration. Strong ability to bring and apply "best practices" to a variety of organizations and their teams. Organized and dependable candidate successful at managing multiple priorities with a positive attitude. Willingness to take on added responsibilities to meet team goals.

Seeking a full-time position that offers professional challenges utilizing interpersonal skills, excellent time management, and problem-solving skills. Detail-oriented team player with strong organizational skills. Ability to handle multiple projects simultaneously with a high degree of accuracy. SKILLSWORK HISTORY

Sun-Maid Growers of California and Plum Organics

Director of Integrated Marketing // January 2022 to Current

• Responsibility includes multiple agencies and relevant resource identification, negotiation, and management.

• Development and implementation of a new FY24 planning process across all brands and sublines.

• Contract management and approvals for all media, Influencer, digital, and social assets including website development.

• KPI goal setting and achievement through strategic planning and implementation

• To date have exceeded 200%+ of KPIs/goals for BTS, Halloween, and Holiday activations.

• Budgetary responsibility includes development, and reconciliation for both Brand Integrated Marketing and areas of Shopper (search, Amazon, tier 1 account-specific activations)

• Leadership and coaching of the Integrated Marketing team for Sun-Maid and Plum Organics brands with 4 direct reports.

• Lead digital and social media teams and agencies.

• Leadership and management of the Integrated Marketing team and agency for developing and launching the new Plum Organics website, including budget allocation, photo shoots, talent, and contracts.

• Contract management and approvals for all digital and social assets including the website.

• Public Relations/Communications: Earned and Paid Media: o Influencers and Bloggers

o Spokespersons and celebrity identification and negotiation, (Chef Duff Goldman, Malina RN (Plum))

• Media budget and management: CTV, OTV, Linear TV, Shopper, Search o CIP (Consumer Incentive Program)- Catalina, Shop Kick

• Awareness, Consideration, and Conversion brand strategy development, planning, and activation.

• Resource identification, management, contracting, and ROI analysis.

• Oversee graphics/packaging design including new packaging for Plum Organics

• C-Suite presentations and reporting of optimizations and results (Quarterly Business Reviews, AOP, RP, and OP)

• Trade show and sponsorship contracting, management, and guidance for Integrated Marketing teams' collateral, videos, QR code, and other relevant activation elements as tools for the sales team (Expo West, PBH)

Sun Belle Inc

Director of Marketing // January 2015 to January 2022

• Agriculture/Produce Industry, Establishment & implementation of Sun Belles' first marketing department (35+-year global produce company),

• B2B commodity-driven global agriculture (produce) organization)

• Creation and implementation of B2B go-to-market strategies encompassing brand planning, positioning, packaging, media, public relations, and digital strategies (photography, content development & social media activities) to drive brand awareness, innovation, and sales.

• Leveraged long-term business relationships to obtain an analysis of trend data that supports and validates sell-in to national and regional retailers such as Kroger, Whole Foods, Aldi, Meijer's, Costco, Trader Joe's, and Walmart

• Increased organization and brand public relations activity with press release placement of 98+%

• Leveraged in-depth knowledge of retail, e-com, and consumer trends for conventional, organic, and biodynamic categories of produce from grower to distributor to retailer to consumer.

• Global branding and sales prospecting at major industry trade shows while managing and developing company booths and logistics for both in-person and adaptation for 2020 virtual trade shows.

• Brought B2B focus with the introduction of B2C marketing strategies to further drive product innovation & sales.

• Optimization of profitability to meet marketing objectives and drive product line growth from concept through implementation.

• Direct the creative development of B2B videos and functionality for the representation of process from the global and local grower to the retailer to the consumer.

• Created and managed social media campaigns to increase brand engagement and awareness.

• Planned and executed events and marketing programs to increase qualified leads and increase sales.

• Devised marketing plans using digital strategies, print advertising, and word-of-mouth tactics. 1218m Marketing

Strategic Technology Marketing Consultant // January 2014 to January 2015

• Strategic business development advisor for augmented reality (AR) start-up solutions with C- suite clients

• Led Salesforce integration and schedule rate of over 90% with a primary decision maker.

• Skilled at working independently and collaboratively in a team environment. Blue Chip Marketing Worldwide

Vice President of Business Development // January 2012 to January 2014

• Pursued and closed over $500K in revenue, in the first 90 days, in a highly crowded and competitive selling environment including retail, public relations, media, and technology services for B2B and B2C clients.

• Achieved business development close rate for hospitality clients within 14 days after hire through the identification of an opportunity that included social media, retail& public relations platforms.

• Salesforce expertise in lead generation and strong business relationship skills resulted in organic client growth for new/existing business opportunities that drove over $21MM of agency revenue.

• Studied market trends and Nielsen data to lead the development of marketing strategies.

• Kept cross-functional departments on target to meet marketing and profit objectives for agency and clients by minimizing waste and pursuing revenue generation opportunities. 1218m Marketing

Strategic Marketing Business Consultant // January 2010 to January 2012

• Led, developed, and implemented omnichannel marketing strategies for corporate marketing and sales for both in-house and external resources.

- EURO RSCG

Shopper

• Business development and developed, Marketing strategy, activation plans, data mining, analysis

& digital roadmap.

• Mentor for 1 direct report throughout assignment along with leadership for RFPs and integration with cross-functional teams.

- Walgreens Corporate

• Developed advertising agency & vendor process.

• Cross-functional engagement and sell-in.

• Private label brand consolidation & launch.

• Negotiated first sampling pilot & reversed declining sales by 30%.

• Management of 2 direct reports.

• Proven ability to learn quickly and adapt to new situations.

- Abbott/AbbVie Laboratories

• Strategic planning and implementation plan for largest pharmaceutical conversion into AbbVie through outside consultancy.

Alberto Culver (Unilever)

Integrated Marketing Expert // Melrose Park, IL // January 2007 to January 2010

• Hired by this former client as a “change agent” to establish Consumer Sales Promotion (CP) department.

• Built CRM & digital brand/sales strategies and implementation for 17 brands.

• Directed all B2B and B2C distribution channels with accountability for achieving sales targets, facilitating new user programs including direct & viral marketing campaigns, while consistently exceeding ROI target levels

• Identified & negotiated multiple-year vendor contracts with Finance immediately resulting in a refund of over $1.4MM and a future annual rebate structure for media spends among a single vendor.

• Created CRM, coupon/direct mail sampling strategies saving 5 brands over $700K annually.

• Oversaw and mentored business development for B2B marketing personnel to optimize performance and understanding of promotions in their channels.

• Secured branded B2B and B2C product sales while driving national marketing strategies to maximize outreach.

• Leadership Award based on the ability to be “solution-oriented" in non-conventional ways. Seismicom

Account Director // January 2005 to January 2007

• Established Chicago office including finding "white space" while driving new business.

• Hiring/managing 2 direct & 10 indirect reports located in San Francisco.

• Within 6 months of establishing an office, led win of $15MM Del Monte Pet Products

• Forecasted sales numbers and product profitability to determine ideal strategies. Kraft Foods Group

Trade/Customer Marketing Resource Manager // January 2002 to January 2005

• Led strategic development sell-in & execution of national and “grassroots” account-specific shopper marketing plans for all-tier retailers.

• NASCAR & sports sponsorships and partnership management as well as implementation

• Managed special projects resulting in 100% compliance and partnership contracts and RFP negotiations for partners and agencies of record.

• Developed & implemented Customer Marketing “Policies & Procedures” manual for Sarbanes- Oxley compliance.

• Identified & maximized P&L efficiencies by partnering with multi-brand business units to drive incremental volume through retail programs one of which resulted in a 110%, increase in activity.

• Drove a $3MM AP reduction in budget with the development of an online payment/reporting system.

• Secured branded product sales, driving national marketing strategies to maximize outreach.

• Strengthened program outreach by managing marketing communications, public relations, and government affairs to maximize branding initiatives.

• Partnered with sales representatives during customer consultations to build agency and customer relations within the organization.

• Management of 3 direct reports and 15 offsite indirect reports with cross-functional collaboration. Tracey Locke Partnership

Account Director // January 2001 to January 2002

• Sell-in and management of Wrigley's first on-pack promotion in over 50 years.

• Doubled account revenue globally.

• Recipient of Omnicom's “2002 Catalyst Agency Award.”

• Remote management of 10 TLP agency marketing and creative staff in Chicago and Wilton offices.

• Applied understanding of quality and customer needs when overseeing client projects.

• Established and reinforced sales goals to boost client success.

• Collaborated with clients to develop innovative advertising strategic solutions and future growth plans.

Sprint PCS

Midwest Area Retail Marketing Manager // January 1999 to January 2001

• Developed marketing B2B and B2C launch, activation & sustainment plan for Midwest resulting in a sales increase of 50% over projections.

• Supervised & developed 2-3 Market Analysts for the Chicago & Milwaukee areas. McDonald's, VISA, Retail Marketing ARC (Frankel) Worldwide Account Supervisor // January 1993 to January 1998

• Responsible for national/account-specific strategic planning, conception, activation, analysis & account growth for B2B member banks.

• Identified/negotiated partnerships linking Visa with entertainment/retail/sports partners.

• Managed, developed & launched Visa's largest fourth-quarter 1997 $30MM promotion.

• Wrote professional business correspondence and produced reports detailing updates.

• Collaborated and partnered with creative teams and strategists to lead the team to greatness on every at-bat with thinking and creative work constantly exceeding client expectations.

• Helped to develop key client partnerships by seamlessly overseeing workflow, learning clients' business, and delivering key presentations.

McDonald's

Senior Account Executive (Youth/Tween/Adult), Multi-Unit Marketing

• Responsible for growing agency business by 20% over YAY

• Led franchise (B2B) sell-in targeting kids, tweens & adults.

• Created integrated relationships for McDonald's licensors & outside agencies.

• Sell-in, development & launch of the McWorld brand resulting in 100% participation.

• Developed strategies using market research with support from cross-functional teams. EDUCATION

Bachelor of Science - Business Administration, Marketing Arizona State University // Tempe, AZ

Leadership Development Program (LDP) Center for Creative Leadership (CCL) CDL

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