Beth Drew Email & Phone Number

Nashville, Tn, Us

Mclean, Virginia, Us

Leading the Mars Petcare business in the strategic development and implementation of national consumer promotional campaigns. We reach consumers at their point of consideration, driving trial and conversion into our brands through edutainment, branded experiences, and promotional incentives.Responsibilities include:- Maintaining all responsibilities from Senior Manager role, including long-term strategy ownership, budget management, agency relationship management, and success measurement and optimization throughout the year. - Lead team of four associates, enabling their career development and project management in support of specific brand teams and cross-functional partnerships within the organization.- Identify strategic opportunities for cross-ecosystem partnerships, including within the broader Mars business (non-nutrition items) and externally across the pet category (retailer partnerships, hard goods, etc.)- Lead portfolio-level activity for the first time at Mars, identifying cross-branded opportunities to drive consumer trial and basket-building to increase brand share and revenue.- Lead evolution of conversion media within consumer promotions, identifying new channels and opportunities to reach consumers and incentivize trial that are complimentary to existing media plans.- Establish internal processes to drive clarity of planning timing and ways of working, identifying partnership opportunities, and ways to better engage across functions (sales, marketing, regulatory, demand teams).

Mclean, Virginia, Us

Strategic development and management of national recruitment and shopper marketing across Mars' portfolio of petcare brands in the US.Responsibilities include:- Develop long-term strategy for Mars Petcare consumer promotions, with key objectives of driving trial with new pet parents to grow branded share across the portfolio.- Manage agency relationships to deliver on long-term and short-term portfolio objectives, including contracting and annual scoping to unlock resources needed to reach goals.- Manage team of four associates, enabling their career development and project management in support of specific brand teams and cross-functional partnerships within the organization.- Develop budget requirements, managing multi-million dollar annual budgets and responsible deployment of funds to unlock strategic campaign development and execution.- Establish standardization across the Mars Petcare portfolio for measurement and success criteria, utilizing external best in class examples as well as internal historical information to identify what's working and what's not, and optimizing throughout the year to deliver results.

Mclean, Virginia, Us

As senior associate brand manager, I am responsible for managing the development and progression of the GREENIES brand innovation pipeline and creative campaign development, delivering against aggressive brand growth targets over a three-year horizon. Responsibilities include:- Led creative development and execution of two new brand salience advertising campaigns, and the creative development and execution of an incremental holiday advertising campaign, delivering assets across all advertising channels, resulting in best-in-class campaigns contributing to brand household penetration growth. - Led the creative development and execution of GREENIES Doggy IQ, a digital and social campaign designed to drive brand reach, including campaign support across PR, digital, and social channels, utilizing influencer campaign, contributing to double-digit sales uplift in 2H 2020. - Manage the development of new format innovation for the brand through strategic global partnerships, hitting key milestones to expand the brand portfolio into new treating occasions while maintaining profitable business shape via P&L.- Partnered with brand manager and consumer insights manager to develop long-term brand strategy, including the execution of brand equity research, providing necessary market data analysis to identify long-term opportunities to maintain business growth over five-year horizon. - Lead weekly activity team meetings with cross-functional teammates to ensure all projects are running on track for key milestones, and providing regular communication with senior leadership to ensure all project risks are managed and resolved. - Lead annual brand planning cycle, including quarterly presentations to senior leadership, agency partners, and cross-functional team leads resulting in clear, consistent strategy and communications across all channels.

Mclean, Virginia, Us

As an associate brand manager on the IAMS dog food business, I was the marketing lead on the cross-functional project development team, delivering category analysis and day-to-day management and execution of projects to deliver against the brand vision and strategy over a three-year pipeline. Responsibilities included: - Partnered with brand manager and cross-functional team to deliver revenue above forecasted targets, contributing to total business growth for Mars Petcare and improving brand margin- Managed national marketing budget, including oversight of relationships with creative, digital, and packaging agencies to deliver best-in-class marketing on shelf, online, and across media platforms delivering highly efficient creative with a strong return- Developed “ready to sell” sales toolkit, a selling story distributed to field sales team based on research and analysis-driven selling stories, resulting in full sell-in of new items at key retailers, leading to increased revenue opportunities.- Led development and execution of new brand website, including layout, design and content development, page and search optimization, resulting in purchase intent increase and conversion on site.

Mclean, Virginia, Us

As a graduate marketing intern at Mars Petcare, I spent 12 weeks focusing on strategic and creative development of key projects across the Nutro and Greenies Dog Treats brands. Responsibilities included:- Managed the redesign of greenies.com website through collaboration with agency partners, including site layout, design, and content development, resulting in improved user experience and search engine optimization. - Analyzed consumer and industry data to complete a situational analysis of the $1B specialty pet market, leading to identification of trends and insights that informed marketing and innovation strategy.- Developed marketing and innovation strategy for the Nutro Treats brand, leading to short- and long-term business growth plans and anticipated increased portfolio profit margins.

Chicago, Il, Us

As account supervisor, my role at Magnani included overseeing day-to-day client relationships while leading the strategic development and execution of creative campaigns, ensuring brand standards were met and client expectations were exceeded. Responsibilities included:- Budget management across give unique business units including individual projects and client retainers, delivering spend forecasting and managing cost projections for long-term profitability.- Managed internal team to execute client campaigns on an international level through print and digital medium, leading to comprehensive cross-platform executions and increased consumer brand awareness.- Developed ‘value-ad’ agency contributions for clients, including the recommendation and implementation of an updated marketing automation software, resulting in the increase of annual client spend for agency. - Conducted market research, coordinated trade shows, and managed and developed advertising campaigns and direct mail campaigns across a range of client industries.

Chicago, Illinois, Us

On a daily basis, my role transitioned between overseeing and and managing projects from concept to installation, to developing client presentation materials and creative ideas, to working with a team to execute strategic social media campaigns. I regularly balanced my responsibilities as project leader to team member to designer. Throughout the process, maintained and built vendor and client relationships, becoming an expert on clients' brands and industries.Responsibilities included:- Partnered with business development team to conduct competitive analysis, develop project timelines and proposed budgets for clients. - Managed national and international client experiential campaigns from conceptual development through implementation, leading to comprehensive global executions. - Developed and led pitch concepts for new business while maintaining existing client relationships to build company book of business.

Cleveland, Oh, Us

Marketing Director of a B2B Seafood Company, focusing on support of business development and growth of sustainability initiatives within the company. Responsibilities included:- Worked closely with senior management to develop and implement a rebranding campaign for the company using print and online marketing strategies. The campaign ranged from creating an improved customer experience through development of the inside sales team, to redesigning an outdated logo and website. - Represented the company at industry events and conventions, growing existing relationships and developing new relationships with industry leaders.- Grew an existing relationship with the Marine Stewardship Council and the Shedd Aquarium to expand Plitt's platform as an industry leader in sustainability, establishing two new public educational programs in the city of Chicago.- Managed a team of five to improve customer satisfaction through the development of a standard customer experience across channels, resulting in consistent brand experience.

Worked on various design projects throughout the Chicago area, ranging from print design to interior design. Graphics projects included: development of small business collateral including brochures and giveaways, created print collateral for events including save the dates, invitations, and run of show materials. Interiors projects included: assisting various local designers in development of floor plans and technical drawings, selection of finishes, and development of presentation boards for clients. Projects ranged from small residential to large-scale corporate offices.

Chicago, Il, Us

Collaborated with design team on creative development of international hospitality projects, including technical drawing documentation and client presentations.

Master Of Business Administration (M.B.A.), Strategy, Marketing, Brand Management

Bfa, Interior Architecture