Barb Scherer Email & Phone Number

Winter Park, Fl, Us

Orlando, Fl, Us

Head of Marketing for privately-owned theme park and entertainment company with amusement parks in Orlando, Kissimmee and Atlanta (Fayetteville, GA).

Marketing consulting services for corporations, ad agencies, and PR firms. Fractional CMO, contract project resource or marketing director. Services: marketing and digital transformation, team transition, marketing strategy, research, branding, planning, budget evaluation and development, ideation, campaign development, digital strategy, paid media, promotions, social media, public relations, event management, sponsorships and activations. Brand audits, strategic planning facilitation, and advertising and PR agency assessments and reviews. Ad agency operations, business development and pitch consulting.

Mulberry, Florida, Us

Chief Marketing Officer for Badcock Home Furniture &more, one of the largest home furnishings retailers in the U.S. with over 380 stores in 8 states. Oversaw brand and promotional marketing, advertising, digital, social media, direct, e-commerce, public relations and internal communications. - Drove transformation of marketing from primarily traditional media to fully integrated multi-channel digital strategy and execution. Changes created dramatic results with major increases in key KPI's, store and web traffic and written sales. - Led comprehensive advertising agency review process and transition to new partner. - Conducted qualitative and quantitative brand research to redefine repositioning strategy and inform creative for brand refresh campaign. - Strategized annual promotional planning, themes, offers and monthly campaigns. - Built local store marketing approach and co-op program from ground up for store dealers/owners to further expand brand awareness and promotional support. - Built proactive public relations initiatives to achieve exponential exposure for company and brand.- Launched internal communications app to dramatically increase communications reach and engagement with employees, dealers, store associates and field teams. - Oversaw website and successfully launched e-commerce that in 3 years drove online sales from zero to over $30 million dollars annually. - Management of advertising budgets and division expenses resulted in millions of dollars in cost savings for the company, efficiencies and contributions to bottom-line profitability.

Mulberry, Florida, Us

Conducted in-depth review and analysis of entire corporate marketing function, programs, budgets and external partner relationships. Evaluated offline versus online situation and current marketing activities to provide detailed assessment and strategic recommendations for a go-forward plan for the company to evolve its marketing into the digital realm.

Cincinnati, Ohio, Us

Member of southeast U.S. region executive leadership team for Fortune 500 super-regional publicly-traded bank managing performance, operations and talent. Directed marketing strategy, team, campaigns and events to drive strategic plan across all lines of business: Consumer Retail, Mortgage, Commercial, Business Banking, Small Business, Private Bank, Wealth. - Led integrated corporate marketing campaigns for advertising, media, direct marketing, social media and special initiatives for Region. - Directed sports partnerships, sponsorships and activations, including negotiating and managing being the Official Bank of Daytona International Speedway, Daytona 500 and Coke Zero 400. - Created customer business development events and experiences. - Managed community impact programs for CSR priorities: feeding hungry and homeless, veterans, financial literacy and Stand Up To Cancer (SU2C). - Led brand reputation management, public relations, and crisis communications for Florida, which included 1,194 employees in 150 retail banking centers and multiple corporate offices. **Grew Fifth Third’s Positive Reputation Net Equity in multiple markets and increased positive sentiment (Harris Insight & Analytics, July 2017) by promoting company and community investment news through multiple channels, including local and regional earned media, social media, influencers, partners and employees. - Directed all internal communications, including executive communications, employee engagement campaigns, events and Town Halls.

President of Engauge's Florida office (formerly TenUnited, became Moxie/Publicis), a Columbus, Ohio-based AAAA national ad agency. Responsible for agency operations, revenue, P&L, account service, business development and agency promotion. - Successfully transformed a business unit specialized in real estate to one with a diversified account base in other industries during the recession. - Led office through agency transformation, including renaming, rebranding and integration of complete creative, planning, media planning/buying, digital, social media and direct marketing capabilities. - Rebranded franchise restaurant brand, hotel group and sports organization. - Clients served: Florida Citrus Sports (Capital One Bowl, Champs Sports Bowl), Sonny's Bar-B-Q, Rosen Hotels & Resorts, City of Winter Park, Galaxy Nutritional Foods, Baldwin Park, AmeriFactors, Insight Financial Credit Union, Town of Nocatee, KHovnanian Homes, DR Horton Homes, Oakland Park, City of Eustis.

Orlando, Fl, Us

Directed consumer insight research, brand strategy, account planning, public relations and business development for creative award-winning ad agency and its clients. - Drove agency's significant growth 100% by securing major new business acquisitions and increasing the agency's close rate to over 80%. - Grew PR business by 600% in less than three years. - Developed in-house capabilities for research and account planning and grew new revenue stream.- Developed brand strategy for franchise restaurant brand, hotel group, healthcare provider, daily newspaper and sports organization. - Clients served: Tijuana Flats, Orlando Regional Healthcare, Orlando Sentinel, SunSports, Florida Citrus Sports, Kessler Hotels, Middleton Lawn & Pest Control, AT&T Wireless/Caribbean, Suncoast Roofers Supply, 55West, The VUE, Orlando Downtown Development Board.

Chicago, Il, Us

Directed account teams at top award-winning Chicago-based AAAA creative shop in the Southeast US. Conducted rebranding campaign for Orlando Regional Healthcare System, breast cancer awareness and survivor campaigns for MD Anderson Cancer Center, and handled advertising for other system hospitals and services. Launched awareness campaign for concrete block construction homes for Florida Concrete Products Association. Other clients served: Enterprise Florida, Florida Citrus Gift Fruit, Regal Boats, Universal Orlando-Travel Industry Marketing and Concord Credit.

Led client accounts for the Orlando office of New York-based national AAAA advertising agency. Handled statewide marketing for Sprint's local telephone division for consumer and business services, including diversity marketing efforts. Directed the brand launch and grand opening year advertising campaigns for Disney's Wide World of Sports, including Atlanta Braves Spring Training, the NFL Experience, Men's Clay Court Tennis Championship, and Pro Volleyball. Other clients included: Cable & Wireless/Caribbean Cricket Series and consumer packaged goods client DampRid.