Beth Hooper Email & Phone Number

Chicago, Illinois, United States

Los Angeles Metropolitan Area

• Directed corporate, brand, and creative strategy for high-profile accounts including Nestlé, Mattel, Molson Coors, Del Monte, Netflix, Amazon, E!, and Apple. Accelerated the performance of ten AOR brands and an.
• Built and led the strategy discipline at Doner Advertising's new LA office; provide multi-disciplinary and strategic brand leadership across the entire portfolio of Agency clients
• Designed a new “way we work” process, driving efficiencies and increased productivity, decreasing time, churn, and labor costs by nearly 20%
• Developed and implemented an office culture assessment resulting in the adoption of a five-point plan for improving office culture, driving job satisfaction survey results up 8%
• Led rebranding positioning strategies including brand purpose and architecture for California Pizza Kitchen Frozen Pizza (advancing to the top 10% of the market potential in Nestlé database), Del Monte Master Brand.
• Strategic leader in defining global brand positioning and digital strategy for Neato Robotics, driving improved brand awareness (~+10%), brand perception as an “innovator” (+12%) and average engagement rate (~20%.

Greater Chicago Area

• Led brand strategy development for a multitude of key Fortune 500 clients (details on a few of these brands can be viewed below - Samsung, Esurance, Delta Faucet, Devry U). Guided and mentored internal creative.
• Designed requirements for and managed external resources and oversaw training and advancement of internal teams
• Provided multi-disciplinary and strategic brand leadership including identifying consumer value propositions; building brand architectures; defining key targets and their key motivations/behaviors/journeys
• Building robust, integrated communications strategies
• Creating data-led thought leadership; managing teams, client needs, projects, and processes

• Developed Samsung DA’s first-ever global strategy, gaining alignment across five regions, creating dollar efficiencies in go-to-marketing (GTM) strategy and creative development with a unified brand position for.
• Drove new big idea strategic thinking for an improved product line to address new brand shift
• Spearheaded the development and acceptance of a new global audience target shit from Boomers to Millennials, protecting $2.5T in spending power

• Designed scope of services, global communications strategy, and led brand positioning work, including brand purpose and architecture, digital strategy, and new systems to increase consumer engagement.
• Responsible for managing a multimillion-dollar book of business and advancing the performance of a 5-member cross-functional team
• Collaborated with company’s new product development team on product concepts, identifying product positioning, and launch initiatives to increase brand relevance delivering double-digit consumer rating increases
• Led a brand re-launch in China, requiring a deep dive into cultural immersion, competitive marketplace analysis, and country-wide qualitative research, resulting in marketplace/consumer thought leadership and a GTM plan
• Delivered double-digit increases to brand appeal with target audiences, by developing target personas derived from consumer segmentation, behavioral (digital) and purchase data, and ethnographic research
• Led digital strategy development enabling the team to win the digital business in a consolidation effort, adding tens of thousands in new agency revenue

• Developed the winning pitch, and all subsequent brand and creative strategy for the Esurance business and directed the key initiative of redefining the Esurance consumer value proposition, including plan development.
• Managed a multimillion-dollar book of business while developing a 15-member cross-functional team
• Led strategic development for 45+ marketing initiatives including three brand campaigns, the launch of the new Homeowners Insurance vertical, and key brand promotions – including the Cannes winning #esurancesave30.
• Developed and sold-in hundreds of thousands of dollars in research-led thought leadership; identified, recommended and implemented three key strategies to help Esurance build trust in the modern world with the target.
• Achieved an average 13% month over month quote increase for company
• Awards: #esurancesave30 Effie finalist, Silver and Bronze Cannes Lion for promotions; Coverage Counselor Silver Midas; Star Trek Silver Midas for promotions; US Open Midas certificate for promotions

• Guided scope of service, brand positioning, architecture, and strategy, consumer persona, and consumer journey for DeVry University, which also included Keller Graduate School of Management. Shifted brand from.
• Managed two lines of business and grew that business by more than 25%
• Led a seminal ethnographic study that brought the realities of non-traditional students to light, laying the groundwork for DVU to transform itself into a cause-driven, for-profit education institution
• Developed a shopper journey for the non-traditional student and partnered with media agency to re-envision DVU’s contact strategy against that journey, increasing inquiries and qualified leads
• Delivered a 20% increase in category acceptance and a 17% increase in the statement “would be proud to attend”
• Developed a Brand Bible outlining all brand positioning and equity fundamentals, aligning the activities of five client stake-holder groups and three agencies

• Directed positioning, brand architecture, and growth strategy for 12 high profile cracker, snack and cookie brands (Cheez-It, Club, Townhouse, Special K, Keebler, Murray Sugar-Free, Famous Amos, Nutri-Grain, Rice.
• Owned market share growth, facilitating ideation through strategy build, pricing, implementation, and launch for five lines of business and seven project-based clients led a 4% share increase within total snacks division
• Drove Keebler brand audit and thought leadership perspective to reinvigorate the brand, increasing positive brand perception by 7%
• Developed tool for brainstorming and expression of ideas to evaluate and sell-in communications; tool reduced churn, decreased the average number of creative development rounds in half, and saved a month of development.
• Developed a process for stretching brands into adjacent and step-change categories, helping organization place new product development bets, saving them hundreds of thousands of dollars in development time and costs.

Greater Chicago Area

• Accounts serviced: Kellogg's Morning Foods, Procter & Gamble
• Strategically led award-winning creative for Kellogg's Frosted Mini-Wheats (Silver Effie); Kellogg's All-Bran Yogurt Bites (Bronze Effie); P&G Tampax Pearl (Silver and Bronze Effies, 2x AWNY Good); P&G Tampax Compak.

Greater Chicago Area

• Accounts serviced: Procter & Gamble, Crayola, Hallmark, Maytag/Jenn-Air
• Strategically led award-winning creative: Crayola (One Show); Hallmark (Bronze Cannes Lion)

Greater Chicago Area

Accounts serviced: Diageo (Pillsbury, Green Giant, Old El Paso), Philip Morris, Philip Morris International, NYSE

Greater Chicago Area

Accounts serviced: NYSE, Morgan Stanley Dean Witter, Amoco, Sealy/Stearns & Foster, Smuckers, Mrs. Smith's Desserts

Master Of Science (Ms), Marketing Research

Activities and Societies: Graduate Business Association

Bachelor Of Arts (B.A.), Public Relations, Advertising, And Applied Communication

Activities and Societies: Station manager, music director KSMU (student radio)

Bachelor Of Arts (B.A.), English Language And Literature, General