Caroline Reed Email & Phone Number

Smyrna, Ga, Us

Greater Atlanta Area

I lead creative content execution across all consumer communication touch-points.I represent clients in cost negotiations, building collaborative relationships with agency partners, and providing guidance and training to cross-functional teams.

Greater Atlanta Area

As director, my role was to orchestrate operational effectiveness and lead productivity initiatives across a diversity of marketing and advertising campaigns. One strategy I employed that resulted in a major cost savings was an initiative to automate the project management process and streamline all workflow. The challenge of working with a large global brand in a way that met the needs of stakeholders around the world was a difficult one, but one my team accomplished successfully.Results delivered through this initiative and other projects include:GLOBAL WORKFLOW PROCESS ► Increased content speed-to-market 20% and reduced costs 50%. Our new automated process drastically improved the process of content sharing, collaboration, and approval stages. The new platform also allowed for facilitation of integrated campaign strategy, financial planning, analysis, and reporting.DEVELOPMENT OF DATA-DRIVEN AUDITING PROCESS ► Through this initiative, we boosted content speed-to-market 50% and delivered a $2.5M annual reduction in agency fees. The new process also resulted in a 90% reduction of agencies used regionally.

Greater Atlanta Area

During this time, I managed a $20M operations budget and a cross-functional team of 27. While managing operational strategy related to broadcast, digital, print, packaging, advertising, design, retail, and creative content I also had responsibility for HR functions. Success in this role required precision execution of processes and systems but also included an important people-development aspect. As team leader, one of my top priorities was leading a highly functional team where the individual team members had access to training and coaching that opened the door for leadership development.Some major initiatives completed as director include:PRODUCTION PROCESS OPTIMIZATION ► As a team, we developed and deployed a standardized process across TV, Print, Radio, OOH, and online mediums. The strategy had multiple components and resulted in a 40% reduction in agency fees, a 10%-15% overall annual savings, and an increase in content deployment to regional markets.INTEGRATED WORKFLOW ► I created and launched a new plan to assemble new cross-functional teams and assign sub-teams to projects relating back to each workflow layer within our overarching process. Ultimately, we delivered a 40% increase in packaging development, execution, and distribution speed while reducing cost overruns by 30%.TEAM INTEGRATION: After conducting comprehensive assessment and identifying goals and opportunities, I merged two departments into one cohesive team. This strategy resulted in a 43% increase in speed-to-market and annual savings benchmark of 33%.

Greater Atlanta Area

In this role, I was challenged to expand our creative production into more non-traditional areas of digital and social communication. In addition, a primary directive was to design a process to reduce cost through integration of processes.INTEGRATION STRATEGY IMPLEMENTATION ► A new integration strategy for streamlining vendors while mapping workflow resulted in a 60% reduction in agency fees while increasing workflow efficiency 50% overall.

Greater Atlanta Area

Early in my career with Coca-Cola, I led the complete end-to-end production execution process for a number of global advertising campaigns across the Company’s flagship and emerging brand portfolios. COST SAVINGS THAT DOESN’T IMPACT CREATIVITY ► By having a clear vision and path forward on projects I was able to negotiate 10%-15% savings annually across a $25M budget without sacrificing creative quality.

Greater Atlanta Area

Led the end-to-end television and radio creative production processes for global advertising campaigns

Master Of Arts (M.A.), Broadcast Design

Studied Broadcast Design

Bachelor Of Arts (B.A.), Psychology & Film

Activities and Societies: Faculty ScholarStudied Psychology and Film