Alison Clark Email and Phone Number

Led enterprise-wide brand transformation effort to ensure the organization and its mission are expressed in a relevant and compelling way. Developed strategic approach to acquire next generation of donors to build a future-ready revenue stream. Served as cross-functional brand champion ensuring that brand positioning is integrated across the organization.♦ BRAND STRATEGY. Architected a comprehensive, brand management strategy to strengthen the health of the USO brand among priority constituencies. Synthesized stakeholder input and brand research to craft a sequenced, holistic approach to project execution that drove brand direction and go-to-market strategy among C-suite leaders.♦ BRAND POSITIONING & CREATIVE DEVELOPMENT. Delivered compelling, strategically-sound evolution of brand positioning. Led development of powerful creative expression and quantitatively validated, effective creative assets. ♦ MARKET ANALYSIS & CONSUMER UNDERSTANDING. Developed and executed research strategy that identified highly attractive and targetable new priority donor segment, as well as key actionable insights about client audience served. Research learnings have driven major investment decisions and have guided operational strategic and tactical planning.♦ CHANGE LEADER. Developed and articulated engaging vision for the future value of the USO brand. Designed and led communications strategy that effectively engaged and gained buy-in with wide range of stakeholder groups, including C-Suite, Board members, peer executives, direct reports and broad cross-functional organization employees. Flexed to employ thoughtful mix of in person and virtual presentations, written communication, and one-on-one conversations.

Integral in successful transformation of company’s flagship brand. Led several key brand initiatives across various aspects of guest experience and internal communication efforts. Brand achieved +2.5% RevPAR Index (RPI - market share) in NA in 2019 – the first positive RPI movement in 10+ years. Brand health was strengthened in all continents. Global new hotel development growth rate at 28% in 2020 vs. 6% in 2012. Select Accomplishments: ♦ STRATEGIC VISIONING | LEVERAGING CONSUMER INSIGHTS. Reinvigorated stalled rebranding initiative around the “Greatroom” open lobby concept. Engaged cross-functional global teams to enhance ROI for property owners. Leveraged guest data to develop a marketing campaign around a new bourbon experience, including upskilling bartenders, and creating a virtuous cycle of occupancy. Resulted in 1.4% improved occupancy rates and +300bps uptick on guest rating of ambience.♦ DRIVING USER ADOPTION & LOYALTY | ACTION FROM ANALYSIS. Led efforts to embed new “Art of Hosting” service program designed to integrate brand culture into guest experiences by creating sustainable behavioral changes among front line associates. Partnered with HR and L&D teams to develop a continuous feedback loop and multi-channel communication points with GMs and Hosting Coaches. After 4 years, 79% of GMs agreed that “Incorporating the Art of Hosting ideas and techniques will likely improve a property’s Overall Staff service score in Guest Satisfaction Survey.” ♦ BRAND EXPERIENCE CONSISTENCY | TEAM LEADERSHIP. Spearheaded brand standardization initiative around newly redesigned M Club concept – a premium executive lounge. Created shared vision across project taskforce to develop ROI-centric standards that would fuel rapid deployment for owners and franchisees. By end of 2019, 95 M Clubs were fully operational and 55% of users said they are more likely to choose the Marriott Hotels brand because of the M Club.

Set strategic direction for, and led, team of 11 marketers and agency partners in planning and execution of efficient and effective marketing programs, with total investment of $140M. Marketing plan included mix of proven and innovative tactics and channels. Select Accomplishments: ♦ MULTI-CHANNEL MARKETING | CROSS-FUNCTIONAL COLLABORATION. Drove successful, high visibility launch of Simple face care brand by developing and executing ~$50M comprehensive marketing plan including targeted channel spending in TV, print, retail, PR, digital (Display, Pre-roll, SEO/SEM) and social media. Additionally, partnered deeply with sales organization to penetrate retail sector. Achieved $95M sales target for launch year, hit awareness/trial targets, and completed initial execution of Year 2 marketing plan.♦ P&L DELIVERY | STAFF EMPOWERMENT. Led marketing and branding for complex portfolio of personal care brands with total retail sales of $700M in 2012. Using a ‘structured flexibility’ approach, empowered team of 13 with KPIs, iterated creative campaigns, and ensured margin enhancement for product with declining margin. Resulted in delivering topline and profit elements of P&L, and placing priority brands on positive trajectory heading into 2013.

Responsible for brand strategy, consumer communication development, new innovation and product management for $900M retail sales Knorr brand. Successfully managed team of 12 diverse, experienced marketers. Select Accomplishment:♦ INNOVATION FUNNEL PLANNING | GLOBAL PARTNERING. Led development of robust multi-year innovation funnel, including strongly influencing global innovation stream for North America, and identification and creation of unique innovations for NA markets. Resulted in subsequent launches of incremental new products and 100bps market share gain for rejuvenated ~$300M Knorr Sides business.

Instrumental in driving brand equity and business delivery of Breyers Ice Cream in North America, which generated ~$1B in total retail sales. Led cross-functional team to develop a new packaged ice cream offering (Breyers gelato.) Drove renovation and refreshment projects on Breyers packaged ice cream portfolio. Select Accomplishment:♦ MARKET TREND & BUSINESS ANALYSIS | CREATIVE BUSINESS MANAGEMENT. Leveraged market trends and consumer insights to reformulate recipes and modify manufacturing processes to increase margins and consumer appeal of on-trend products, and eliminate low-margin items. Led to higher sales of improved SKUs and boosting of overall margins and brand profitability.

**Promoted from Brand Development Manager in 2007Piloted the launch of multiple Axe skin products in North America to drive penetration and usage of new brand into 18-22 year old segment. Directed the efforts of cross-functional teams in adapting innovations for North American markets. Managed three associate brand managers. Select Accomplishment:♦ CREATIVE CAMPAIGN | PROJECT MANAGEMENT. Drove strategic objectives of penetration and usage of Axe Shower Gel among core target group. Led open innovation team to develop new product, Axe Detailer. Leveraged key consumer insights to direct creative communications efforts. Resulted in Gold Effie award in the New Product Innovation category, and single best-selling SKU for the brand, with increased shower gel sales of 17%.

Responsible for P&L delivery for Axe Shower Gel brand in U.S. Managed assistant brand manager and partnered closely with brand development, sales and personal wash product teams to ensure overall success of Unilever portfolio. Select Accomplishment:♦ GO-TO-MARKET LAUNCH | CHANGE LEADERSHIP. Spearheaded U.S. launch of Axe Shower Gel with only seven months lead time. Designed and executed on-time launch of $47M laser-focused, multi-channel marketing campaign through close cross-functional collaboration and change leadership. Resulted in $64M topline revenues (exceeding targets by 113%). Co-earned a Silver Effie award for launch program. Grew business 56% in Year 2 of launch.