Alison Beard Email & Phone Number

Mayfield Village, Oh, Us

Craft inspiring creative briefs that lean into cultural and consumer insights; research and identify new audiences and platforms.

Mayfield Village, Oh, Us

Present concepts to CMO that gain buy-in from CEO and lead internal teams and external agencies to execute on the highest value, highest risk, and top-visibility campaigns of the company. Strategic contributor to marketing concept design and campaign execution. Work closely with Digital Strategist on cutting-edge social media marketing campaigns and co-administer a ninety million dollar annual budget. Notable Contributions: ◉ Led the agency of record (AOR) in developing marketing strategies and advertising campaigns that contributed to double-digit 2020 growth despite a strained U.S. economy. ◉ Recommended and secured buy-in for strategic departure from the highly successful advertising campaign featuring Flo, the most recognized ad icon of all time, to audience-first campaigns for both Commercial and Recreational Business Lines. ◉ Directed the development of three new paid digital campaigns resulting in a double-digit quotes for Motorcycle, RV, and Boat coverage helping to stabilize the company during the pandemic.◉ Led market analysis and consumer insight mining for Commercial Lines and built a new non-Flo campaign targeting Small Business Owners that yielded a 228% growth in direct written premiums. ◉ Spearheaded a new radio campaign that won the Silver Lion Award at the Cannes International Festival of Creativity. ◉ Co-created and implemented a multi-million dollar on and off-line 2009 brand experience contest leveraging brand icon (Flo) to test a higher level of engagement among consumers.

Spearheaded the development of Bonnebell’s brand and marketing plans for a $35MM teen beauty brand. Analyzed product and competitor performance to make recommendations informed by IRI market research data. Partnered with finance to ensure profitable P&L for quarterly in-store displays. Collaborated with New Product Development, Research & Development, Finance, Purchasing, Packaging, and Creative teams to develop and launch new products. Notable Contributions: ◉ Collaborated on the analysis of planogram performance and recommended optimal product mix with removal of low performing SKUs to increase productivity in alignment with Wal-Mart’s criteria.◉ Analyzed product portfolio against color, formula, flavor trends, marketplace activity, and product line performance to identify portfolio gaps and timely new product development opportunities.◉ Assisted in developing and presenting yearly business review to senior management.◉ Co-developed and co-managed Back-to-School joint promotion with Colgate co-packaging Teen Spirit deodorant and Lip Smacker lip gloss. The campaign was so successful that the display sold out during the August back-to-school season.

Benton Harbor, Michigan, Us

Recruited to assist newly-formed marketing team in transitioning company from manufacturing-driven to consumer-driven to address changing market conditions and prevent commoditization of category. Notable Contributions: ◉ Developed of one of BU’s biggest product launches resulting in 32% increase in sales revenue and 3-point share gain during first 90 days of launch.◉ Guided product managers, engineers and industrial designers on new product development to address competitive pressures and unmet consumer needs gleaned through primary research. ◉ Managed ad agencies and other vendors to produce work on time, on strategy, and on budget.◉ Led product managers, sales and ad agency on positioning, development and prioritization of key consumer benefits, product claims and testing for substantiation.