Barbara Baldwin Email & Phone Number

Saint Paul, Mn, Us

Recruited to KGPCo for the Senior Vice President, Marketing and Communications role managing a group of up to seven individuals and a $2M+ budget. Led the transformation of KGPCo’s Thrive women’s organization and established the philanthropy team, KGPCo Gives Back.Modernized marketing by implementing best practices, processes, and new program development. Crafted comprehensive marketing strategies and plans for three brands: KGPCo, KGP Services, and Premier (in house brand of products), including PR, social media, website(s) creation and content management, digital and print campaigns, demand gen, partner marketing, webinars and events.Transformed the KGPCo brand via new brand positioning, messaging, brand architecture, identity system, and website.Led marketing through the merger with Circet and created the Circet USA brand identity, positioning, messaging, and website circetusa.com.

Mountain View, Ca, Us

Created the brand positioning and strategy that was central to demand gen, events, and sales enablement. Managed PR, social, events, creative services, demand gen.Launched new Egnyte.com website.

San Jose, California, Us

Hired to lead global corporate marketing for multi-billion dollar enterprise systems and software developer focused on mainframe, virtualization, and cloud technologies. Managed a $52M budget and directed a team of 28 professionals across advertising, media, branding, events, and creative functions.Managed brand strategy, refreshed the brand identity, and brand messaging. Oversaw advertising strategy, creative development, and execution of brand and product campaigns, global media strategy, planning and buying for TV, radio, digital, search, and social media. Collaborated with cross-functional teams on global integrated marketing campaigns.Responsible for global event marketing, including the CA World user conference, industry events, executive thought leadership, and sports sponsorships including the Trek Segafredo cycling team.AwardsEdward R. Muro Award for Excellence in Social Media, Network and Television (2017)IAA BrillIAAnce Awards (2015, 2016, 2017)CA Technologies Above & Beyond Award (2015, 2016, 2017, 2018)

Palo Alto, Ca, Us

Led a team of four brand, advertising, digital, search, and research professionals and three external agency teams. Managed a $15M budget across multiple countries.Managed global advertising strategy, messages, creative campaigns that resulted in double digit increases in Unaided Awareness and Consideration that exceeded goals. Managed awareness and demand media strategy, planning and buying including digital, print, radio and OOH. Partnered with cross functional, cross BU teams to create campaigns designed to move prospects through the buyers journey by doing progressive profiling.Led VMware brand strategy and management including a visual brand refresh, updated messaging and creation of guidelines. Drove global rollout of brand assets. Led VMware Naming Committee and developed product naming strategy and architecture.Marketing lead for integration of 18 acquired products/brands into the VMware portfolio.

San Jose, California, Us

Led a team of five brand, creative, and integrated marketing professionals. Managed three external agency teams. Managed a budget of $10M.Refreshed the Polycom brand including developing a new identity system, created employee and partner brand training programs, and managed global roll out of the new brand.Developed advertising strategy and messaging and the media strategy for campaigns in 11 countries.Managed corporate events including Polycom's annual global sales and partner conference and industry conferences.Built a corporate creative services organization to create integrated marketing programs and provide creative resources to internal teams.

Us

Recruited to increase awareness of the brand to position it for acquisition. Executed visual and verbal rebranding and strategic positioning. Created brand advertising campaign that the CEO hailed as a key factor in Oracle acquiring Hyperion, which took place within one year of the campaign launching.Championed thought leadership initiative cementing Hyperion as leader in Gartner Magic Quadrant in Business Performance Managment.

New York, Ny, Us

Responsible for managing the Microsoft global advertising relationship in 29 countries including management of 31 McCann Erickson teams and three regional hub teams. Total of 640 personnel worldwide.Responsible for financial management of the Microsoft business across 29 markets including fees and productions budgets over $50M. Involved in contract negotiations.Managed global implementation of advertising strategies, messages and creative execution for five Microsoft business groups: Windows, Office, Developer, Server & Tools, and Dynamics. Campaigns ran in 29+ markets in 20+ languages.

Minneapolis, Mn, Us

Supervised eight account managers in developing print, digital, radio, and OOH advertising. Managed clients' budgets and fees; responsible for $10 million in fees for the agency.Authored strategy and oversaw creative development for Capella University launch campaign that increased inquiries/responses by 45%. Responsible for bringing the Lawson Software business to the agency. Provided marketing leadership to Lawson by developing marketing plans for five vertical markets. Assisted in IPO preparation. Supervised eight account managers in developing print, digital, radio, and OOH advertising. Managed clients' budgets and fees; responsible for $10 million in fees for the agency.

Us

Responsible for launching the e-commerce grocery site, webvan.com. Developed the brand strategy, brand elements, and the launch and sustaining advertising for this dot com company.

Palo Alto, Ca, Us

Developed Sun's global brand advertising strategies, goals, and creative for implementation in 26 countries. Gained approval from Sun's Board of Directors on all brand campaigns. Responsible for messaging and advertising for the Java Division. Managed the agency relationship and supervised two advertising managers. Managed $100 million budget.Responsible for negotiating and managing global sponsorships including NHL, PGA and Formula 1 Racing.

London, Greater London, Gb

Responsible for global advertising for two divisions of Hewlett Packard, Paramount Theme Parks, and Kikkoman International, Inc.