Alison Krogan Email & Phone Number

Minneapolis, Mn, Us

Using experience design to help merging and acquiring companies maximize the value of integration and brand strategy, and avoid common and costly mistakes.

Us

Developed Integration Experience Program for enterprise-wide mergers and acquisitions, strengthened brand architecture and brand stewardship.- Created comprehensive integration and brand strategy processes, tools, and communications to assess brand equity, determine go-forward approach, and drive positive and efficient integration experiences for all stakeholders of acquired entities. - Drove masterbrand strategy by guiding and educating all businesses and products to align with brand architecture, positioning, naming, and use of brand assets. - Ensured adherence to brand standards by creating and disseminating brand guidelines, approval processes, training, and brand stewardship communications.- Influenced product, service, and operational improvements by measuring brand health and audience experience design to identify gaps and opportunities.

Washington, D.C., Us

Led specialized teams to develop and govern corporate branding and marketing strategies to help achieve B2B and B2C goals.- Managed corporate marketing functions, including brand strategy, market research, creative, messaging, thought leadership, brand programming, sponsorships, events, PR, social media, and digital campaigns as well as all marketing operations, technologies, execution, and reporting.- Led testing strategies and development of new marketing approaches to modernize, automate, and deliver increasingly personalized and effective marketing.- Redesigned go-to-market processes, documentation, and deliverables to improve internal efficiency, speed to market, and satisfaction of product and client-facing teams.- Developed scorecard to better align marketing efforts with business objectives and communicate marketing value.

Eden Prairie , Mn, Us

Directed high-performing, client-facing team to create custom branding, go-to-market strategies, and effective consumer engagement plans for 90 high-profile clients with investments in multiple Optum health and wealth programs.- Sustained $5B revenue as a key member of account management teams, defining client experience, and supporting client retention and upsell in addition to $800M in new business.- Directed internal and external creative and consultative resources with a $6M budget.- Used data analytics, insights, and agile approach to develop smart and scalable solutions for use by 80% of clients with internal cost reduction of approximately $750K.- Led development of an agile combined campaign model that improved internal efficiency by 32% while increasing engagement effectiveness by 22% across client base.- Built cohesive teams by fostering innovation and collaboration, resulting in high employee retention rates and engagement and satisfaction scores of 98%.- Developed best-in-class creative, winning 28 marketing and healthcare industry awards.

Eden Prairie , Mn, Us

Directed internal and external marketing strategy for two acquisitions, 14 health and wealth products, and six new product launches.- Developed and managed comprehensive integration, brand strategy, and communications plans for two major financial services acquisitions with assets valued at $100M+.- Redesigned B2B branding and go-to-market approach for tech product suite to improve impact and boost sales, resulting in 45% sales increase within nine months.- Redefined client segmentation to create targeted sales and marketing strategies and client experiences that helped achieve $2B revenue and 94% client retention.

Minnetonka, Minnesota, Us

North American marketing lead and Global Brand Council team member.- Developed B2B2C positioning, brand identity, and internal and external strategy and materials for relaunch of global consulting services, helping to boost a 30% business growth in 18 months.- Served as global team lead to streamline web presence for worldwide rebrand across 20+ web applications in 140+ countries.- Partnered with Growth and Product teams to launch a new consultative sales approach with integrated marketing programs and all new sales tools supporting major international merger. - Won 2006 Rising Star Top Performers Award.

San Francisco, California, Us

Developed and implemented incentive programs to improve sales and service delivery company-wide. - Hired by Norwest Bank, created integration positioning and training for Sales and Account Management teams during merger with Wells Fargo; revised and relaunched associated client-facing marketing materials.- Provided on-going go-to-market support and consultation for regional Sales Development Managers.

Washington, Dc, Us

Liaison between clients and agency, developing marketing solutions including branding, sales force automation programs and marketing communications strategies for B2B and B2C businesses.- Led the branding, materials development, and rollout of custom, worldwide Salesforce Automation program for field sales team.

Us

Created brand standards, advertising campaigns, trade show strategies and materials to advance sales and support customer retention.- Assisted with brand change management during phased transition from Northwest Airlines to NWA. - Helped develop positioning, graphic design elements, and brand guidelines for new alliance with KLM.