Barbara Reilly Email and Phone Number

With th GIG economy booming and after 21+ years as a Managing Partner at Arnold, I've been hired by various brands—start up to Fortune 500 —in Contract or Fractional roles primarily as CMO, or Consultant. These are defined projects, anywhere from 3 days to 3 months to 3 year assignments. Brands include Kaplan University, Taza Chocolate, PopCorners/PepsiCo, Atlantic Broadband, BCBS, Sweet Loren's, FEND, Rapid 7, GBCVB OOfos, Hippeas, Ginger Gems, Wellness Pet, Hubluv, Good Worldwide. During this time, with a focus on marketing maximization, I’ve reevaluated resources (internal and external) including 19 reviews and rebuilding of teams; and driven the building or refinement of the brand story and identity, (strategy to execution) and leveraged programs from awareness through acquisition. Experience in R&D and Innovation as well as operationalizing of the brand across the organization to ensure it is ‘brand ready’. Worked with brands in every size, budget and stage of change, transformation and lifecycle. In addition, I was named as President and CEO of The Ad Club of New England, one of the longest running and largest regional marketing trade associations in the US.

For the past 4 years, I've had the honor to work with some of the best Investors, Founders, Leaders, Creators, Teams with 9 different Brands in my (now not so) new chapter of working in Contract roles, either as an Interim/Fractional CMO to help start up, reposition or help grow for acquisition; or as a consultant to help CMOs hire agencies or Operationalize their Brand; or consult with agencies. For Sweet Loren's I worked with Founder/Creator/CEO Loren Brill to expand her clean food mission.

Contract role starting up the marketing group and growing the ecomm business for FEND, a start-up brand pioneering the upper airways health category. Earned the Best Invention of 2020 by Time.

Hired to conduct a fully integrated agency RFP

Brought in as a contract CMO to expand marketing program, build team and help prepare for possible acquisition. PopCorners was successfully acquired and integrated into PepsiCo during this contract.

Worked on contract for multiple brands doing agency RFPs, Brand Strategy, Go To Market plans and Operationalizing Brands Internally

At Taza Chocolate, I was first hired as a consultant during a period when the company was looking for investment to help accelerate growth. In March 2018 my role became full-time. During that time, I rebuilt the sales, marketing and operations team to drive a high performance and bold culture. I was responsible for creating a new brand positioning and marketing campaign to drive retail sales as well as direct to consumer on tazachocolate.com and Amazon. In addition, I evaluated our owned retail channels (factory tour and stores) to drive great efficiency in each of these spaces. My role reported to the CEO. Every 2 months, I prepared and presented reports to the Board of Directors.As a small company, we had very little money to fight against the bigger chocolate brands, and working for a company this size honed efficiency skills as well as the need to think outside the norms. An example of this is when we needed creative. With my knowledge of the talent out in the marketplace, I created TazaThon, a paid RFP process for freelancers only, to help us get the best talent for the brand repositioning work. This Request for Bold was featured in forbes.com two times, sited as a process timed perfectly in the market. Thirty freelance teams applied, and we selected a top team in the market for our creative work.https://www.forbes.com/sites/willburns/2018/06/19/advertisings-newest-enemy-is-the-legion-of-freelancers-the-agencies-laid-off/#6c057b0d48bbhttps://www.forbes.com/sites/willburns/2018/07/26/taza-chocolate-awards-a-winner-after-holding-innovative-freelancer-only-pitch/#3eb5f80d32da

After 20 great years at Arnold. I left to take a Fractional CMO role, contracting out with many great large brands and small start-ups. During this period, I helped Kaplan University through its acquisition to a new educational institution, Purdue Global University. I conducted 2 agency reviews, worked on a brand repositioning for BCBSMA, developed new acquisition models and contracted for a start-up, which ultimately hired me as CMO. During this time, I wrote a blog post called "Life in the Middle" depicting my transitional period as a glimpse at how agencies and clients are (not) working together to drive the best results. https://medium.com/@bclementreilly/life-in-the-middle-lessons-from-one-year-as-a-marketing-consultant-b066e9a67a5e

One of 12 members of the Global Executive Team responsible for overall strategic direction of the company. Responsible for aligning business and brand strategy to client's corporate goals. Drive communications and creative to deliver results against objectives. Responsible for account P&L, experience managing business units/offices within organization. Measured by business growth, business development, profit margin targets, client and team satisfaction for multiple accounts at Arnold. Experienced in all forms of communications platforms including digital advertising, social/content systems and web development. Have worked in multiple industries: CPG, Travel & Tourism, Beauty and Fashion, Auto, Film, Financial, Food & Beverage, Government & Retail. Brand experience includes KAO Brands (John Frieda, Curel and Jergens) Ocean Spray, Gillette, JetBlue Airways, Kaplan University, Strayer University, Santander, Huntington Bank, Talbots, Silk Soy Milk, Citizens Bank, Pearle Vision. Government work includes the Award Winning Anti-Smoking campaigns, as well as Celebrate Boston, Sail Boston Mass Office of Travel & Tourism. Responsible for the agency pro bono and charitable giving programs and creation of Women's Insight Group and InsideOut. Worked with Katie Couric on National Colorectal Cancer Research Alliance to promote screenings for Colorectal cancer. During this time, I was named one of BBJ's Women of Influence: https://www.bizjournals.com/boston/promo/boston-mentor/barbarareillyI was also named one of Boston's Most Admired Women by the AdClub.

Worked at HEHF until we were acquired by Arnold in 1997. Account oversight included Department of Public Health Anti-Smoking account, Mass Department of Travel & Tourism, Champion International, Microcom.

Worked in New Product Development on Craisins.Worked in Trade Marketing on Mauna L'ai and Red Drinks Business.Worked in Brand Marketing on Mauna L'ai.

Worked on Ocean Spray and Gillette.

Handled media buying for Cadillac, Touchstone Pictures, Paramount and Universal.Moved into account management on Cadillac.