Creative Direction, Integrated Campaign Strategy, Team Leadership

BECKY LEONARD, PMP

Lakewood, CO ***** 309-***-****

**************@*****.*** LinkedIn Account

CREATIVE DIRECTOR

Drives Strategic Branding, Transforms Market Positioning, & Fuels Business Growth through Creative Leadership A dynamic and results-driven marketing executive with over 20 years of expertise in leading award-winning creative campaigns, fostering collaboration across diverse teams, and delivering measurable outcomes. Known for seamlessly aligning marketing strategies with organizational goals, cultivating innovation, and mentoring creative talent. Passionate about leveraging design-thinking methodologies and data-driven insights to deliver transformative, audience-centric experiences.

CORE COMPETENCIES

Creative Team Leadership & Mentorship User-Centric Design Strategic Campaign Development Performance Marketing Creative Digital & Social Media Marketing Brand Strategy & Identity Development Collaboration Across Matrix Organizations Design Thinking Facilitation Process Improvement & Efficiency Data-Driven Insights Stakeholder Engagement Innovation & Trend Analysis PROFESSIONAL EXPERIENCE

PwC (PricewaterhouseCoopers, LLP) Denver, CO & Chicago, IL (Remote) 09/2008 – 10/2024 US Marketing Creative Engagement Leader Remote 04/2022 – 10/2024 Directed a 15-member creative team across the US and Mexico to develop integrated campaigns that enhanced employer branding and talent engagement through web, social media, video, and event marketing initiatives. Partnered with senior leadership and cross-functional teams, including marketing and practice leadership, to align creative strategies with organizational goals. Managed project budgets ranging from $250K to $2M, agency engagements, and team operations, including hiring, coaching, and transitioning team members as necessary.

• Oversaw design layouts, visual impact, and execution of high-level digital marketing materials and event productions, resulting in award-winning campaigns.

• Streamlined team operations: standardized project management processes, clarified role responsibilities, and established a consistent approach to campaign execution, reducing campaign delivery time by 20%.

• Led a comprehensive brand refresh—including the creation of a new visual identity with updated logos, color palettes, typography, and tone of voice—enhancing brand recognition and customer loyalty.

• Developed a detailed rollout plan and ensured consistency across all rebranding touchpoints, including digital and print assets, internal communications, and customer-facing materials.

• Implemented data-driven creative strategies by onboarding an offshore resource to build Power BI and Adobe dashboards, enabling the analysis of KPIs and showcasing how design improvements increased traffic to PwC.com. Marketing Creative Account Director Remote 11/2015 – 04/2022 Managed large-scale marketing and creative projects for talent acquisition and recruitment programs, emphasizing diversity, learning and development, and alumni engagement while ensuring alignment with business objectives and timely execution. Shaped innovative campaign concepts by guiding creative teams and delivering detailed, strategic briefs tailored to brand identity and client expectations. Coordinated with multidisciplinary teams to maintain consistency with branding and editorial standards, producing impactful campaigns that elevated cultural values and employee engagement. Fostered strong relationships with account teams and stakeholders, transforming client goals into actionable creative solutions.

• Orchestrated 5+ recruiting events simultaneously, attracting 100s to 1000s of participants and collaborating with market leaders, designers, and external vendors to deliver seamless, on-brand experiences within budget, resulting in an 80%+ offer acceptance rate for new hires.

• Analyzed post-event data with both internal and external stakeholders to assess the effectiveness of each event, evaluate goal attainment, and measure attendee satisfaction, using the insights gained to optimize future event strategies, logistics, and scheduling.

• Leveraged Adobe Analytics and Crazy Egg to monitor page performance, implementing data-driven adjustments that consistently boosted KPIs by 0.5-2% each quarter.

• Facilitated regular marketing leadership discussions on major firm initiatives, leading team brainstorming sessions to translate strategic goals into clear, actionable steps and ensuring alignment and effective execution of key projects. Becky Leonard Page 2

Marketing & Sales Lead Client Strategist Denver, CO 02/2013 – 11/2015 Designed and implemented strategic account plans to align client needs with PwC’s capabilities, driving engagement strategies through account planning workshops. Mentored and coached a team of 5 client strategists in the Rockies market, fostering improved team performance and strategic alignment. Led key sectors in the region, managing 6 priority accounts and 10 opportunistic accounts, setting sales goals, and driving revenue growth while expanding client relationships. Directed the development of proposals, RFPs, and other strategic deliverables, ensuring timely and high-quality submission by managing pursuit teams and project timelines.

• Developed a new resource deployment model to enhance support for priority accounts, optimizing team efficiency and reducing workload by 20% through the effective use of technology.

• Streamlined operations by implementing metrics dashboards and leading regular account status discussions, establishing a structured sales operational framework across the healthcare portfolio.

• Collaborated with national, industry, and service-line marketing teams to integrate best practices in the local market, aligning PwC’s capabilities with business challenges through shared marketing collateral, client events, thought leadership, and other strategic marketing initiatives.

• Drove CRM platform utilization (Salesforce) to track sales, monitor opportunities, and manage revenue, enabling data- driven decisions to effectively drive opportunities through the full sales cycle. Senior Manager, Advisory National Pursuit Team Chicago, IL 09/2012 – 02/2013 Spearheaded proposal strategies and content development to secure high-value advisory contracts, strengthening competitive positioning through strategic relationship management. Delivered comprehensive leadership and coaching for large domestic and global advisory pursuits within the Fortune 500/1000 sector. Orchestrated cross-functional teams nationwide to define account objectives and craft innovative, revenue-driving initiatives. Led teams of 10-30 professionals for each project.

• Provided sales coaching support for large national pursuits within PwC’s advisory practice, guiding teams to win $10M+ pursuits by leveraging relationships, simplifying complex messages, and differentiating PwC’s value to clients.

• Boosted revenue growth and fostered relationship development by overseeing the proposal process, mentoring teams for client interactions, and executing business development plans to drive consulting service sales.

• Utilized pursuit strategy and business development expertise to foster trust and deliver value for clients, stakeholders, and cross-functional teams through strong communication, collaboration, and innovation.

• Applied the firm’s sales methodologies for account, relationship, and pursuit management, driving successful outcomes for key accounts and supporting the client service team with preparation and follow-up on action items. ADDITIONAL RELEVANT EXPERIENCE

Sector Marketing Manager, PwC (PricewaterhouseCoopers, LLP) Chicago, IL Client Driver, Senior Associate, PwC (PricewaterhouseCoopers, LLP) Chicago, IL Marketing Associate, Towers Perrin (now Willis Towers Watson) Chicago, IL Associate – Marketing & Communications, American Hospital Association (AHA) Chicago, IL EDUCATION, CERTIFICATIONS, & TRAINING

Bachelor of Science (BS) in Business Management with a Marketing Focus, Bradley University, Peoria, IL Project Management Professional (PMP), Project Management Institute (PMI) – 2012 Licensed Realtor – Colorado

TECHNICAL SKILLS

Microsoft Office Suite (Word, Advanced Excel, PowerPoint, Outlook, Teams, Copilot) Google Workspace (Docs, Sheets, Slides) Salesforce Workfront Microsoft Project Slack Adobe Creative Suite (Photoshop, InDesign) Canva Adobe Analytics Crazy Egg Google Analytics Power BI Zoom ChatGPT

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