Annette Goodwine Email & Phone Number

Burlingame, Ca, Us

Phoenix, Az, Us

Advising the fintech startup in building a brand infrastructure to bring a stock option liquidity and investment solution to market.

Santa Clara, Ca, Us

Relentlessly focused on building the functional discipline that advances client success and strengthens enterprise value. Reporting to the CMSO, and collaborating with cross functional teams, define and operationalize fundamental brand growth strategies for the enterprise portfolio, acquisition integration, partnerships, and joint venture transactions. Responsible for brand campaign advertising, brand management and brand risk monitoring. Acute ability to pivot and direct brand activities to respond to competitive environment and audience mindsets. Rebranded and launched SVB and a new visual identity in 2022, globally. Lead a lean, highly productive, and efficient team of 5.

Santa Clara, Ca, Us

Designed and championed the narrative to build executive committee trust, confidence, and understanding in the brand investment required to support business growth and scale. Led the work to define the SVB master brand strategy, Purpose, and an enterprise positioning framework. Oversaw the first commercial bank advertising campaign and established a baseline for paid media performance. Co-led cross-enterprise content marketing initiative designed to identify capabilities and resources to operationalize a content marketing practice.

Delivered brand and marketing communication initiatives for B2B and B2C early stage, growth, and enterprise companies. Engaged in leading a range of activities including Purpose, competitive positioning, messaging, brick and mortar retail promotion, events, and public relations. Brands consulted and advised: SILICON VALLEY BANK. VEND OP, LAWLOGIX GROUP, INC., PAYPAL INC., RUCKPACK COMBAT NUTRTION, LLC.

San Jose, Ca, Us

With the CEO, directed an initiative to restate culture and Values to inform organizational transformation. Drove the definition of the company’s Purpose and Behaviors to galvanize the organization around a shared ambition. Built an internal communications discipline for a global employee community of 15,000 to improve employee engagement and retention. Oversaw a global team of 15. Consulted on corporate and social responsibility development.Worked directly with CEO, COO and SVP of HR to construct and deliver all aspects of leadership communication designed to increase business literacy and build leader visibility and management accountability.Oversaw a global team of 15 internal communication professionals. Business owner for the development of company web cast capabilities and collaboration-based intranet.

San Jose, Ca, Us

Established the brand practice that furthered the company’s skyrocketing growth; most notably, defining the first B2B and B2C value proposition for person-to-person e-commerce. Engaged in all brand activities related to M & A to accelerate global expansion. Oversaw the development and delivery of eBay’s groundbreaking broadcast campaign in 2003, earning an award for exceptional business impact and performance, the NY AMA Gold Effie. Built the foundation for brand management, including architecture, brand identity, research, and brand tracking. Oversaw marketing for the business-to-business category, managed creative services. Advocated for and contributed to the extension of the marketplace platform to support fundraising, Giving Works.

San Jose, Ca, Us

With product marketing, articulated the marketplace's planning and executional discipline for site merchandising, partnership promotions and category structure. Defined a model for cross- sell and category navigation. Contributed to developing the functionality for private auctions to extend the eBay experience to offline events.

San Francisco, California, Us

SENIOR MANAGER, RETAIL MARKETING, LEVI’S ONLY STORES, 1994-1999Led the marketing launch for first US owned and operated retail destinations to build brand equity and define a new US distribution channel for the iconic and revered Levi’s® and Dockers® brands. With a focus on disrupting a legacy brand, a core contributor to both the product and retail marketing development for an industry first, mass customized women’s jeans.

Bs, Business Administration

Master Of Business Administration - Mba, Marketing