Anne Engelking Smith Email and Phone Number
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I am a multi-industry business executive with extensive leadership experience growing iconic brands, launching insight-driven innovations, and unleashing high performance teams. With a classic CPG marketing foundation that grounds me in data and consumer insights, I have proven my strategic and learning agility with results in marketing and advertising of packaged goods as well as the brand and operations environment of hospitality. I am purpose-driven and collaborative, and I thrive when I can create the brand vision then engage cross-functionally to bring it to life through product, award-winning messaging, and experiences. Equally curious and analytical, with the mind of a strategist and the agility of a marketer, I blend analytic rigor with a passion for creative problem-identification to pursue and capture growth. I am an inspirational and effective communicator who uses facts and emotion to influence internally and externally. I believe empathy is core to fostering connections, uncovering hidden talents, and continually raising the bar, especially as a people leader. I am known for modeling collaboration and leading teams to achieve consistent results. I have been a yoga practitioner for 20 years, and I finally said “yes” to my life goal of becoming a yoga instructor in 2019. Not only has teaching deepened my practice, it has reinforced how much I believe in intent and intention when it comes to leadership. My highest professional goal is to make an impact beyond the business results—enriching the lives of those around me, from my team, to the organization, to the broader community. Specialties: Brand strategyBrand positioning and creative identityLoyalty marketing Audience segmentation and targeting Email marketingIntegrated and digital marketingInnovationDesign managementCustomer experience Agency and cross-functional leadership Team empowermentCoaching and talent developmentMulti-unit franchise operations Franchisee and field relations Talent developmentPublic speakingMedia trained
![[solidcore]](https://cimg.aeroleads.com/ln/logos/56/8aaee2b06fa8d68d32d5d324fa1a0365.jpg)
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Chief Commercial Officer[Solidcore]Kensington, Md, Us
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Vice President, Loyalty Marketing - Marriott BonvoyMarriott International May 2021 - PresentBethesda, Md, Us -
Yoga InstructorCorepower Yoga Jun 2019 - PresentDenver, Co, UsI design and teach Power Vinyasa and Yoga Sculpt classes. Expect an uplifting playlist, a nurturing environment, and the joy of moving in your own power. -
Vice President, Corporate Strategy And Enterprise GrowthChoice Hotels International Jun 2019 - Jun 2020North Bethesda, Maryland, UsI worked directly with the Executive Leadership Team to develop the strategic long-range plan (LRP) for the global enterprise--brands, value proposition, and alternate revenue generation. Earlier this year, I presented an industry and environmental analysis that created a mandate for pursuing high-growth segments in order to achieve expected five-year EBITDA targets. I also ran the Business Transformation Office (BTO), deploying internal strategic consulting support on critical priorities. One example is the execution of a customer segmentation to improve customer acquisition, retention, and ROAS of digital marketing by activating first-party database, enabling personalization, measurement, and enhancing technology capabilities to unlock marketing automation. -
Vice President, Brand Management, Design, And ComplianceChoice Hotels International Apr 2017 - May 2019North Bethesda, Maryland, UsI ran the Brand Strategy, Brand Operations, Design, and QA departments, leading a team of 30 associates to envision, implement, and drive compliance for delivering the brand promise at nearly 5000 franchised hotels. I oversaw design and construction standards, including interior and architectural prototypes and cyclical renovation requirements. As the primary brand champion and spokesperson, I represented the company at conferences, media events, and our annual Convention and Trade Show. The biggest highlight in this role has to be the relaunch of the Comfort brand, following a multi-year transformation that included an updated brand positioning and identity, mandated design renovations at all hotels, and an improved experience across every point in the guest journey. I am also incredibly proud of having led the fastest-launch in company history: Clarion Pointe was designed to disrupt the mid scale, select-service conversion market, and we executed 20 franchise agreements within six months of launch. I served on the Board of the Choice Hotels Owners Council and developed strong relationships with our owners by listening to their guidance and responding to their concerns. I was named to Hotel Management’s list of Influential Women in Hospitality October 2018.
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Vice President, Brand StrategyChoice Hotels International Jun 2013 - Mar 2017North Bethesda, Maryland, UsI began my career in hospitality by leading the brand strategy and planning for the largest portfolio at Choice Hotels. I was able to leverage my CPG training to bring rigor and discipline to brand positioning and value proposition creation in order to drive greater differentiation across our brands. I established standards for brand health tracking which resulted in monthly dashboard development and analysis. I elevated the role of the brand team, with a rally cry of “creating brands guests love, because those are the brands developers want to build or buy.” My leadership in creating the positioning and identity for the Choice Hotels masterbrand was a game-changer for the business and for the company culture. Not only did it unify creative assets, resulting in a true integrated marketing approach that grew awareness 10 percentage points in 18 months, but it established an aspirational purpose for the company and put common language in the mouths of associates from entry level to the C-suite. For three years, I reported directly to the Chief Operating Officer. In September 2015, I was named by Lodging Magazine as one of the Leading Women in Lodging.
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Director, Brand And Member ExperienceAarp Mar 2012 - Jun 2013Washington, Dc, UsI gained valuable experience in the non-profit sector when I joined AARP to oversee the use of the AARP brand in commercial marketing by 70+ third-party providers of products and services. To support the organization’s mission and goals of member acquisition and retention, I worked with the provider relationship managers on innovative ways to leverage commercial channels to drive membership objectives. After conducting an extensive research program, I presented to the Board of Directors a strategic perspective on relevant benefits and services that would increase the appeal of AARP among younger (49-64), more multicultural audiences. -
Director, Multicultural Marketing StrategyFrito Lay Aug 2011 - Mar 2012Plano, Texas, UsAs the strategic lead for multicultural programming, I had the opportunity to work across Frito Lay, Quaker, and Pepsi divisions, including with the regional marketing leads in the field. I established an insights-driven and customer-focused approach to establish best practices for communication, innovation, retail activation, and localization. -
Global Brand Director, InnovationFrito Lay Jan 2010 - Aug 2011Plano, Texas, UsI led the innovation and growth strategy for $5B+ portfolio including Lay’s, Tostitos, and Rold Gold brands. Bringing a design philosophy to the innovation process, I uncovered cultural, behavioral, and attitudinal insights that informed product concepts. I then worked with our culinary scientists to bring more “real food” delivery to brands like Ruffles, in order to enter new snacking occasions and drive incremental growth.
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Manager, Environmental Sustainability And Portfolio CommunicationsFrito Lay Dec 2007 - Dec 2009Plano, Texas, UsFollowing the success of the SunChips campaign, I took on a newly created role to elevate the awareness of Frito Lay’s sustainability efforts with influencers, consumers, and associates. I negotiated partnerships with National Geographic and Al Gore’s Alliance for Climate Protection, which resulted in the creation of content in channels that would reach influencers and our target consumers. Success highlights include landing a WalMart HotSpot worth $500M and the opportunity to present the first-ever sustainability marketing strategy for PepsiCo to PepsiCo CEO, Indra Nooyi. And I was awarded an Inspire Well Being Award by Frito Lay CEO, Al Carey, in recognition for my contributions to the corporate vision of sustainability.
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Brand Manager, SunchipsFrito Lay Jul 2006 - Dec 2007Plano, Texas, UsI managed the SunChips business during the rise of the cultural movement to embrace environmental sustainability. Not only did I manage the marketing mix and growth plans, including adding a new line to increase production capacity, but I repositioned the brand to embrace its LOHAS customer target and created the first ad campaign for the brand in 16 years. Our team and agency partners were awarded a Silver Ogilvy award for excellence in advertising research, a Bronze Effie for the SunChips solar launch campaign, and a Silver HALO award for the cause-marketing partnership with Susan G. Komen for the Cure.I earned a SHMILY award from our CMO in recognition for excellence in developing the first-ever environmental campaign for SunChips.
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Associate Brand Manager, Platform InnovationFrito Lay Aug 2004 - Jun 2006Plano, Texas, UsPursuing incremental, white-space innovation taught me how to closely partner with Insights, R&D, and Finance. I leveraged a consumer segmentation study to identify a growth opportunity in “mini-meals.” I managed an agency relationship with IDEO as I developed the vision, positioning, and packaging for a product that would deliver against a heartier snacking occasion. I then led a cross-functional team to define market opportunity and commercialization plan, including consumer validation, capital investment, manufacturing location, merchandising strategy, and timeline. The biggest learning from my experience was that deciding NOT to go forward is as much a decision as a LAUNCH. I had to make the ultimate recommendation to abandon the product launch based on unit economics. I earned a Salty Award for “The Last 5%” in recognition for my perseverance.
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Assistant Brand Manager, Sensible SnacksFrito Lay Aug 2003 - Jul 2004Plano, Texas, UsI joined the Sensible Snack team at Frito Lay upon graduation from business school and landed a role to manage TWO brand portfolios: Baked! and WOW! I learned the basics of managing brand performance, from weekly tracking to annual reviews. I led a cross-functional task force to execute key initiatives, including sales force communication and tools, consumer pull activity (FSI, direct mail), and retailer-specific programming.My two biggest success stories were leading the rebrand of WOW! To Light (for which I earned a Salty Award for Creativity) and launching Baked! Cheetos.
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Summer Intern, Multicultural MarketingFrito Lay Jun 2002 - Aug 2002Plano, Texas, UsDuring my internship, I conducted consumer research and market tours to uncover insights that would deepen the Lay’s brand affinity among African American consumers. I developed and tested product concepts and built relationships with key leaders of the BPA (Black Professional Alliance) in order to deepen the company’s approach to building relevance as well as products.
Anne Engelking Smith Skills
Anne Engelking Smith Education Details
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Northwestern University - Kellogg School Of ManagementInternational Business -
The University Of Texas At AustinPlan Ii (Honors Liberal Arts)
Frequently Asked Questions about Anne Engelking Smith
What company does Anne Engelking Smith work for?
Anne Engelking Smith works for [Solidcore]
What is Anne Engelking Smith's role at the current company?
Anne Engelking Smith's current role is Chief Commercial Officer.
What is Anne Engelking Smith's email address?
Anne Engelking Smith's email address is an****@****oga.com
What is Anne Engelking Smith's direct phone number?
Anne Engelking Smith's direct phone number is +121476*****
What schools did Anne Engelking Smith attend?
Anne Engelking Smith attended Northwestern University - Kellogg School Of Management, The University Of Texas At Austin.
What skills is Anne Engelking Smith known for?
Anne Engelking Smith has skills like Strategy, Cross Functional Team Leadership, Marketing, Marketing Strategy, Integrated Marketing, Brand Development, Leadership, Product Development, Brand Architecture, Consumer Products, Competitive Analysis, Brand Management.
Who are Anne Engelking Smith's colleagues?
Anne Engelking Smith's colleagues are Jane Boutelle, Lily Leyva, Mitchell Geezil, Pmp, Gabriella Becattini, Maria Schwartz, Juan Trevizo, Jessica Pergande.
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