Ashley Mccall-Washington Email & Phone Number

• Manages brand portfolios to maximize long-term sales and profit; develop and execute portfolio strategy to build long-term brand health. • Responsible for developing global brand position, communication strategies and marketing (5P) programs for all products (within a brand) to build consumer demand and market share. • Provides the vision, mission, goals and strategies for respective brand. • Responsible for management of existing and new products within the brand to include: o Coordination of printed packaging material for production.o Preparation of all promotional materials (sales literature, client brochures, mailings, print advertisements, website updates, digital, social media, store imaging and descriptions).• Plans and coordinates the marketing and promotional campaigns for assigned products. • Assists with coordinating campaigns/promotional opportunities with retail marketing, sales, digital and e-commerce teams for integrated brand communication plans.• Responsible for developing brand standards and ensuring consistency throughout all brand elements. • Oversees and provides creative direction to both internal and external agencies, with focus on content marketing for digital, website, social media and PR.• Works with market research agency to analyze market and competitive trends, provide recommendations based on key learnings and execute actionable steps.• Participates in development of annual brand budget process. Works with Market Director to maintain/track annual budgets and P&L for appropriate segments/ markets.• Presents status update on overall business to Market Director on a quarterly basis.• Supports sales as needed, including: PowerPoint presentation input, Market/Competitive information, Market Research information.• Acts as the brand ambassador for respective brand(s) including the training and education on products. • Provides leadership to Associate Brand Managers.

• Collaborate with brand managers to develop successful communication strategies for campaigns and product launches. • Serve as liaison between brand managers and creative departments (social, web and digital) to ensure messaging continuity across brands. • Assist in developing marketing and promotional material (i.e. press releases, infographics, presentations) to support brand awareness and sales.• Generate new techniques to make communications more effective across all involved departments.• Develop and maintain strong (traditional and online) media ties and utilize these relationships for promotional opportunities. • Provide guidance and assist to social media team in developing and executing social media marketing, to include promotional content for social media platforms, e-newsletters and blog.• Provide guidance and assist Product/Sponsorship Manager in collaborating with online pet influencers.• Work with marketing manager to develop and execute cause-marketing campaigns.• Research and advise management on potential partnership opportunities with other brands/organizations.• Assist marketing manager in supervising and measuring success of media campaigns to report them to the executive management regularly.

• Develop, implement and analyze comprehensive social media marketing plans (Facebook, Twitter, Google+, YouTube, Pinterest and Instagram) to increase brand awareness and sales of the #1 Veterinarian Retail Joint Health Supplement Brand, COSEQUIN®. • Support Marketing Manager with development of television and digital marketing campaigns, to include management of contract with Director Emeritus of the Columbus Zoo and Aquarium and Cosequin spokesperson, Jungle Jack Hanna.• Serve as liaison between Marketing Manager and advertising agency to develop and implement digital marketing campaigns.• Coordinate with product managers to develop social media plans in support of business initiatives, resulting in the increase of product awareness in retail stores to include Costco, PetSmart and The Vitamin Shoppe. • Routinely coordinate with web team for integration of social media and digital campaigns to ensure joint marketing.• Create, manage and implement small animal email marketing campaigns.• Serve as small animal sponsorship coordinator.

• Serves as the Community Manager for the Army’s official social media sites to include Facebook, Twitter, Google +, Flickr, YouTube and the Army Live Blog. • Analyzes trends in internal and external public opinion, to determine Public Affairs program needs in addition to developing replies to inquiries from news media sources and the general public.• Assists with drafting updates to the U.S. Army Social Media Handbook and Standard Operating Procedures.• Develops and executes strategic communication plans and marketing strategies for Army Public Affairs. • Establishes and maintains effective working relationships with representatives of traditional and new media. • Manages the Army’s official blog, Army Live (over 200K monthly unique viewers). • Manages and executes the Army's blogger/media roundtable program. Writes and disseminates news releases and feature articles describing Army campaigns, commemorations and the unique aspects of Army culture. • Creates and updates strategy plans and editorial calendars for the Army’s official social media platforms which serve as reference tools for subordinate Army divisions, installations, organizations and programs.

• Served as an initial member of the Army’s Online and Social Media Division, created in January 2009. • Organized and assisted with Army Community Relations events, developing social media plans and strategies for online media outreach and engagement.• Collaborated with Department of Defense and other government agencies to define and synchronize online messaging for local and national events. • Brainstormed and implemented new forms of engagement on social media sites to include Twitter parties and Facebook chats. • Researched new products and platforms as they became available and providing recommendations for implementing ones that would be beneficial to the program.

• Drafted news releases for stories pertaining to current events/hot topics under very tight deadlines.• Assisted with pitching the organization’s messages and themes to media outlets. • Worked closely with the Deputy Press Secretary to create and maintain positive relationships between the communications department of the organization and local/national media outlets.• Created and managed social networking platforms for Communications Director.

• Served as the Public Relations & Marketing Assistant for two years at Furman University Created 8-10 press releases a week to be disseminated to local newspapers, television stations and other surrounding mediums. These releases focused on campus events, University President engagements in addition to community activities involving university students.

Professional Certification, Brand Management

Ma, Communications

Ba, Communication Studies

Public Affairs Qualification Course

Content Management Course