Digital Marketing Director

PALLAVI REDDY-BARRETT

214-***-**** *******************@*****.*** www.linkedin.com/in/pallavi-reddy-barrett

“Catalyzing growth through Data Analytics, Strategic Marketing, and Brand Development” Qualifications for

MARKETING DIRECTOR, ACCOUNT DIRECTOR, MARKETING COMMUNICATIONS Accomplished multilingual marketing professional with 15+ years of experience leading award-winning advertising teams and providing outstanding client services for notable brands such as Pizza Hut, AT&T, and Keurig Dr Pepper. Extensive experience with CPG brands, shopper marketing and QSR and retail marketing, encompassing comprehensive knowledge and execution in a full-service capacity. Internal & external lead for PR, communications & strategy. Proven track record of overseeing marketing strategy for multi-location business—2000 locations in over 50 markets. Excellent promotional and creative development & in- depth experience working with top brands such as Pizza Hut, KDP, MLS, Western Union, Hilton and Pizza Hut International. Highly adept at exceeding client expectations while overseeing budgets of up to $68M, guiding teams, supervising direct reports, and increasing client revenue. Harnessed entrepreneurial spirit to spearhead innovative solution that resulted in 400% increase in month-to-month revenue.

CORE COMPETENCIES-QSR, Fast Casual, CPG/Shopper Marketing/360 Marketing • PR and Internal/External Communication and Strategy • Account Team Management • Leadership & Mentoring Teams • Strategic Account Planning, Growth & Analytics • Forecasting (Internal / External) • Direct Mail / Loyalty Programs • Media Strategy / Print, Sell Sheets, brochures, catalogues, Retailer Elements, Newsletters, Sales Meeting Collateral, POP & OOH • Field Marketing • Income Generation • Vendor Negotiations • Managed Photoshoots/Studio • Client Relationships• Oversee Media Strategy & Development• Oversee Media Relations and Vendor Relations• CRM • Financial Management • Process Design • Problem Solving

& Crisis Mgmt • Digital Media • Promotions • Experiential • Trade Shows • Consumer Research • Competitive Insights

•Fundraising • Strategy Presentations • Social Media • SEO • PR • Proofreading Copywriting • Social Content • Press Releases • AI • HubSpot • Bing Ads • Google AdWords • Microsoft Office Suite • Asana • Basecamp • Workamajig • WorkFront • Adobe

• Vision Point • Creative Briefs• Project Briefs • Spearheaded Kick Off Meeting • Status Reports • Conf Reports • Budget Recons

• Accruals• Managed Coops•

PROFESSIONAL EXPERIENCE

LUXIAOJUN- Dallas, TX

Marketing Director, North America-Strategic Marketing Leadership. Develop and implement cohesive marketing strategy that aligns with company objectives and drives brand awareness, customer acquisition, and revenue growth. create and manage an annual marketing calendar, ensuring alignment with major events, product launches, and industry trends. Comprehensive Marketing Channel Oversight -Manage and optimize all marketing channels, including digital (social media, email, paid advertising), traditional media, and event-based platforms. Plan and execute targeted campaigns on platforms like Google Ads, Meta (Facebook, Instagram), to maximize ROI and engagement. Marketing Plan Development and Execution. Lead the creation and implementation of detailed marketing plans for product launches, seasonal promotions, and ongoing brand campaigns. Develop targeted marketing plans to attract and retain business clients, ensuring alignment with their needs and preferences. Collaborate with internal teams and external vendors to execute campaigns effectively and on time. Outreach and Relationship Building. Establish and maintain relationships with athletes, organizations, and clubs to strengthen brand connections and partnerships. Identify and pursue sponsorship opportunities and collaborations within the weightlifting and fitness community. Budget Planning and Management • Prepare and oversee the marketing budget, ensuring efficient allocation of resources to maximize impact. Analyze marketing performance metrics, such as ROI, customer acquisition costs, and campaign success, to refine strategies.

REDDY-BARRETT CONSULTING- Dallas, TX September 2023- Present Marketing Consulting (Contract-Based Freelance Projects)-Created Reddy-Barrett Consulting as a means for contract work prior to being full time with both We Are Alexander & Pizza Hut. Provide comprehensive marketing plans (2025 and 2026 planning brainstorm sessions), Prepare CPG/Shopper Marketing Planning & Communications Strategy, Newsletters, Blogs, Sell Sheets/Brochures for CPG Sales Meetings as overflow to Agency & Vendor partners, Direct Mail Programs/Strategy. Provide print needs such as retailer elements, POP (point of purchase materials), branding, research and data presentations, digital advertising, videos, email blasts, mobile, loyalty programs, social media, traditional media, blogs and content. Offer creative needs for both the traditional and digital marketing requests for Retail, QSR, CPG and sports-related clients. Ø Most Recent Client Portfolio: FC Dallas Youth Program, MLS, CPG/Shopper Marketing (USDA, food and beverage), Local Dallas QSR and Fast Casual Brands, Highschool Marketing Programs Global Inclusion (DISD), College Marketing- A&M, Non-Profit

& Fundraising Projects (Faith & Grief.org, Retreat House-Spiritual Meditation). Provide mktg plans and LSM for retail chains. WE ARE ALEXANDER – Dallas, TX May 2018 – August 2023 Senior Account Director- CPG Agency- Led Key CPG Accounts and Shopper Marketing programs. Managed planning process per fiscal year for key accounts, Championed Packaging Creative Strategy & Multicultural Programs, Retailer Partnerships and Tradeshows. Supervised and mentored team of account executives & career path. Leadership on innovative strategies, social media campaigns, and trend-driven organic growth opportunities. Internal and External Communications and Press PALLAVI REDDY-BARRETT

214-***-**** *******************@*****.*** www.linkedin.com/in/pallavi-reddy-barrett

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Releases/Blogs. Worked directly with all depts to create comprehensive marketing & communication plans. Provided monthly competitive data, insights/trends to clients. Managed Creative Briefs and K/O Mtgs. Led virtual events. Optimized campaigns on National and local levels. Provided content and communication for newsletters, brochure/sell sheets and videos for CPG Client sales meetings. Led cross-agency client brands including Hilton, Acreage, Anheuser Busch, Keurig Dr Pepper (KDP), Barilla, Ronzoni & Panera. Presented strategic decks & recommendations on consumer engagement and field marketing. Provided post- promotional analyses and solutions to increase ROI and YOY sales. Ø Notable Accomplishments: Spearheaded TURN®, a turnkey, innovative on-demand delivery solution to attract field marketing business, resulting in a 400% increase in month-to- month revenue. Played a key role in building a new system, created in response to reduction in staff, incorporating cross-training outside of normal scope and working in new areas, without burnout. Served as agency lead for DEI (Diversity, Equity and Inclusion).

YUM! BRANDS, INC. (Pizza Hut Franchise Markets) Dallas, TX January 2011 – December 2017 Director of Field Marketing- Orchestrated Mktg strategy for Pizza Hut and WingStreet Coops/DMA’s and local store marketing/grassroots. Forecasted budgets and handled Coops. Created strategy, executed optimal media plans by vehicle based on budgets, competition & research per DMA. Handled couponing, discounts and cost of sales. Maintained creative promotions, and local grassroots marketing. Led Internal and External Communications, Press Releases. Supervised customer complaint call center and crisis mgmt. to address issues. Assessed POS materials/store interiors, forecasted labor and sales, met with media and sponsorship vendors, managed creative and media agencies. Leveraged experience to create specific strategies and generate local and regional marketing sales and growth. Created seasonal marketing materials and promotional calendars by market. Managed and worked with various franchisees. Mobilized process design, including budget management, restaurant projections, and monthly fundraising programs and all communication practices. Created turnkey marketing programs and worked closely with beverage partners, inducing synergies and cost-effective growth. Led digital online print creative and implemented research-based web offers/pricing. Presented quarterly review to coops and worked directly with ad agencies, creative directors and vendors to accommodate full 360 Marketing while negotiating costs and staying within budget. Collaborated with cross-functional teams

(Brand, Creative, Media, Media Buying, Research, Production, Finance Departments, Agency partners, and Vendor). Managed Coop process, by laws, voting and communication process. Managed Local and Sports Sponsorships. Notable Early Career Experience

SOUTHWEST MEDIA GROUP – Dallas, TX January 2006 – January 2011 Group Account Director Client Services Director

Served as main point of contact with clients. Conducted employee reviews and managed budgets and media planning for 58 Pizza Hut Coops (DMA’s). Created and improved processes and procedures for Account Service and Media Service teams. Conducted quarterly presentations for each Pizza Hut Coop DMA and recommended media plans. Supervised 12 direct reports; oversaw reviews and career path. Led promotional/creative development for all client needs (TV, radio, POP, and print & ad hoc project). Member of Pizza Hut AdCom Team and provided internal and external communications to all parties and communication strategy to all parties.

Ø Exceptional Leadership / Efficiency / Exceptionality: Led teams that garnered Agency of the Year Award 4 years in a row. Significantly reduced client callback response time from 2 weeks to 24 hours by driving team efficiency. Managed Account Service Team and supervised 52 Pizza Hut markets at Field/Coop level, including AE Team market training. Hand selected by agency President to make recommendations and present ideas on new business pitches, internal writing decks, and client presentations.

REDDY-BARRETT CONSULTING – DFW Area, TX

Owner (Contract-Based Consulting)

Leveraged experience, know-how, and cost-efficient strategies to create a boutique marketing and advertising agency. Combined extensive experience from ad agency account service and client-side marketing/advertising in categories such as Retail, QSR, and Fast Casual Restaurant marketing, employing AI-driven tools for optimal results. Leveraged RBC prior to full time toles with WAA

& Pizza Hut. Ø Client Portfolio: Pizza Hut, Pepsi, Faith & Grief.org, Samser Designs, Church’s, Fogo de Chão, USTA, UTR, All Saints Catholic School and Church, Spring Park Tennis Club, ASCS Community, North Texas Giving Day, and various non-profits. Consulted at Levenson Group on various brands, focusing on new business development, field marketing, and implementing processes, creative LSM model, and cross-functional projects––data, insights, and strategy. J. WALTER THOMPSON – Dallas, TX –– Account Supervisor Ø Increased Sales / Strategic Spending: Managed budgets for >100 Domino’s franchises. Boosted sales and increased promotional spending budget for each market by using advertising dollars strategically and purchasing media buys/commercials on peak days.

DIESTE HISPANIC AGENCY – Dallas, TX –– Account Supervisor Ø Client Relationship Management / On Time & On Budget: Multicultural Marketing. Guided highly successful direct-mail catalog project for AT&T in Eng & Spanish, led photoshoots, managing internal teams and AT&T clients, and providing copywriting for general and Hispanic markets. Cultivated excellent client relationship which came in on time and on budget. EURO RSCG/HAVAS-(Pizza Hut) – Dallas, TX — Assistant Account Executive Account Executive – Western Division Senior Account Executive Account Supervisor / Client Services As Account Supervisor, oversaw 500+ Pizza Hut locations across Western markets, a $68 million print and CRM budget, local and national initiatives, and loyalty programs/direct mail—on both local and national scale. Worked with AdCom to finalize national media and marketing strategy. Executed over 200 grand openings. Ø Innovative Leadership: Championed Grand Opening marketing turnkey system, increasing traffic & sales in < 2 weeks. EDUCATION

MIDWESTERN STATE UNIVERSITY, Graduate Program Courses/ Political Science & United Nations Program New Delhi TEXAS TECH UNIVERSITY, Bachelor of Arts – Political Science

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