Tom Dietrich

Director of Strategy (** yrs.) in Branding, Research, Social, Digital, and CRM. I

sit at the intersection of Brand, Social and Research with a unique ability to form brand and content strategies that effectively communicate a brand's story to the right audience while executing the business objective. 233 East 12th Street

New York City, NY 10003

206-***-****

adzn1n@r.postjobfree.com

EXPERIENCE

Wunderman Thompson, NYC — Director of Strategy

2020-2023

Lead on Branding, Digital and Social projects for Samsung, Bose, Volkswagen, Xbox, Kyndryl, and Carnival.

Wunderman Thompson, NYC — Senior Strategist

2018-2020

POSSIBLE, SEA/NYC — Senior Strategist

2017-2018

At POSSIBLE I was afforded the opportunity to learn from brilliant strategists who specialized in branding, communications and digital strategy.

POSSIBLE, SEA — Strategist

2016-2017

POSSIBLE, SEA — Associate Strategist

2015-2016

EDUCATION

Western Washington University,

BS – Neuropsychology, BA – Marketing

2010-2014

RECENT PROJECTS

BOSE Workshops — Brand Positioning, Experience Design Bose was in the midst of redesigning its loyalty program – I was brought on to build their brand, program strategy, comms framework, and work closely with the measurement and technology teams. In addition to SKILLS

Brand Strategy

Content Strategy

Experience Design

Product Launch

Product Design

Qualitative Research

Cultural Strategy

Digital Strategy

Creative Writing

Thought Leadership

Workshops

Communication Strategy

Customer Journeys

A/B Testing

helping them build the foundation of a loyalty program I ran an all day workshop to identify targetable audiences for their new program. The project also included a program positioning, social, content strategy, and identifying the correct tech platform to move forward with (in accordance with their program goals).

Rolex — Cultural Strategy, Content Strategy, Brand Rolex has always relied on iconic people and cultural moments to maintain their long term influence in culture. As the next generation starts to gain influence Rolex was looking to plant the seed with this next, but very different generation of people. My role was to identify a way forward for Rolex without straying from their timeless origins. Stouffer’s — Cultural Strategy, Branding, Social Strategy Across the Nestle org, brands have been tasked with becoming relevant in culture with today’s young consumer. The core challenge was uncovering how a 100 year old brand (with an older customer) focused on traditional comfort could become relevant. We explored the ins and outs of comfort within different generations, experiences and moments. Once completed we were awarded work for numerous other brands across Nestle. Samsung — Content Strategy, Persona Development

I was brought onto Samsung to revamp their Social and CRM program. We started by rebuilding their targeting strategy - transitioning them from segmenting by product to lifestyle personas. We then built a customer journey for each persona designed to acquire new customers,as well as build loyalty and advocacy among their current customers. This increased OR, CTR by 6% and 4% in the first quarter.

Xbox – Product Launch, Global Social Strategy

We set out to celebrate Xbox’s robust community of gamers with the annual Year In Review - compiling millions of data sets in unique combinations to deliver a one-of-a kind summary to every gamer in the Xbox community. A retention strategy by design, this was a way to say thank you and continue to deepen Xbox’s relationship with its community. The creative and data technology challenge was identifying a creative wrapper that embodied and celebrated the millions of gamers with enough variable elements to create an experience that was completely unique to each. Three years running this was Xbox’s highest performing Social/Digital content each year.

Carnival — Content Strategy, Persona Development

I was brought on to revamp their Social and CRM program - specifically building loyalty with their current and new customers. We started the project by research and rolling out new communications based on our newly developed customer insights. Then built a roadmap for implementation across other core customers.

DAKINE — Branding, Communication & Social Strategy Dakine was one of the few brands in Extreme Sports that made quality products across Skiing, Snowboarding, Surfing, and Paddle Boarding. They were well respected but didn’t have a story that communicated their dedication and history. We landed on the tagline ‘Fear the Known’ a line that embodied their spirit of taking risks and the sports themselves. Nestle — Inclusive Product Design, Experience Design We were tasked with helping Nestle build an inclusion design strategy for people with disabilities. Our research output affected all aspects of the brand including product, packaging, in-store, at home and digital experiences. We conducted 100s of interviews in person along shop-arounds to fully understand all aspects of our audience’s experience.

KYNDRYL — Branding, Social Strategy, Brand Launch

Kyndryl is a B2B IT business born out of the need to efficiently help businesses upgrade all technology needed to run a successful business at scale today. I was the first strategist to work on the business since it was formed and laid the groundwork and frameworks to communicate the complexity of what they do to the world. This includes branding, content strategy, comms frameworks, creative strategy and employing measurement frameworks.

NESTLE — Thought Leadership, Cultural Analysis

Every so often we were asked to provide thought leadership to our clients. These are the sort of projects I love to nerd out on. We were tasked with presenting to about 200 of the most influential employees at Nestle to help them understand where the world was moving and why. I presented our findings at their US HQ.

Panthera — Cultural Strategy, Activation

Panther is a Wildcat Foundation dedicated to preserving the livelihood of wildcats around the world. The core issue was low awareness and understanding of their importance in nature’s ecosystem. Our solution was to show the profound influence of wildcat’s in culture –whether in fashion, music or media and in tandem draw parallels to their importance in nature’s ecosystem.

Contact this candidate