Carol B Phillips Email & Phone Number

Remote

Brand Amplitude has served over 100 clients in its nearly 20 years since start-up. Our small group of consulting partners and full-time research experts works virtually to design, manage and interpret custom research and translate findings into business strategies. We have evolved from our beginnings as the expert in hybrid qualitative/quantitative research and online focus groups to meet changing market needs with a robust offering of insights methods, brand development consulting and training workshops. Our current passion is embedding voice of the customer methods to balance what has become an overreliance on data analytics for insights. Listening to customers is the greatest source of ideas for innovation. Our business success is based on client referrals, thought leadership, solid brand strategy frameworks and toolkits, and our ability to custom design and right-size solutions that gain client confidence.

Notre Dame, In

I served as Adjunct faculty in Notre Dame's prestigious business school for over 15 years where I proudly instructed courses in Principles of Marketing, Brand Strategy and Services Marketing for both MBA and undergraduate students. I designed these courses from scratch based on my extensive professional experience in the advertising and marketing space, as an advertising executive, corporate communications director and leader of an independent consulting firm, Brand Amplitude. One of my courses was adopted into the MBA curriculum at the University of California Berkeley’s Haas School of Business and many of my frameworks are now taught at other universities around the country. Understanding the importance of real world experience, I engaged outside sponsor for student projects. These included AMC Theatres, Millicom, Whirlpool, TireRack, and the Art Institute of Chicago among others. These projects gave students the opportunity to interact with industry stakeholders and gain valuable hands-on experience in brand development and marketing strategy.

Benton Harbor, Michigan Area

Recruited for my expertise in branding, I developed the marketing strategy for a multimillion-dollar integrated consumer communications program while managing three direct reports. My team and I implemented the first corporate data mining project to identify customer segments and created cross-sell programs. We evolved our strategy to build a customer-driven approach across all verticals including television.I also contributed to the launch of “The Duet,” the first U.S. front-loading washer/dryer pair, among Whirlpool’s most successful product launches to-date.

Boston

As a member of the executive management team, I led a multi-office engagement with Apple focused on launching retail stores, including a million-dollar-plus CRM engagement with Applestore.com. With the support of my five-person consulting team, we developed a successful regional marketing portfolio in addition to our Apple engagement.

San Francisco

Within nine months. I helped grow this start-up dot com business to 12 employees with 10 clients. I designed a business plan and secured over a million dollars in VC funding. We provided digital advertising agency services to companies budgeting less than $5M annually. As co-founder, I served as the face of the company and built strategic partnerships with Leo Burnett/Starcom (media), ZFPartners Advertising (creative), and Lanyap Direct Marketing.

Wenham, Ma

An opportunity to use quantitative analysis to guide our marketing strategy, I built a model to evaluate advertising spending, sales force longevity, and competitive spending to determine which elements were contributing the most to sales growth by market. I directed the agency team that positioned and launched the entire Nextel brand, delivering over one million new high-value business customers in just 12 months and solidifying Nextel as the nation’s largest all-digital wireless carrier at the time.

Chicago

Anticipating industry-wide regulatory changes, I built client trust by pitching a marketing strategy based on a newly deregulated market. This led to the team capturing a multimillion-dollar consumer advertising account for the Midwest’s largest local telephone services company.Serving as VP and account supervisor for the Heinz Ketchup account, I delivered category growth by designing a strategy to target teenage end users. This effort arrested a three-year category slide and grew the Heinz share of the $600 million ketchup category to a record high. Our commercials were awarded a Gold Lion at the Cannes Film Festival.

Master Of Science - Ms, Industrial/Organizational Psychology

Completed three-year degree in two years Heavy emphasis on quantitative analysis and research

Bs, Psychology

Activities and Societies: Alpha Chi OmegaSelected by faculty as The Honor Walk Student for my graduating class Graduated in three years