Charla Adams Email & Phone Number

Austin, Texas

Responsible for the development, implementation, analysis, and improvement of communications and marketing programs across the School of Design and Creative Technologies. Oversee and direct the strategic priorities in an effort to increase the visibility of the school, improve brand awareness, and enhance its reputation.

Austin, Tx

• Pioneered the development of a cohesive brand portfolio strategy for B2B and B2C channels including positioning, messaging, identity, and tactics for relaunching the Four Hands brand leading to accelerated growth from $71 million in revenue to $310 million over eight years• Spearheaded the GTM product launch strategy and creation of assets including messaging, product and campaign videos, product photography, sales collateral, product content, and PR to support quarterly seasonal product launches of over 500 products• Partnered with PD and Merchandising teams to identify market trends, style stories, and key product features to develop GTM Briefs for educating marketing and sales teams• Collaborated cross-functionally with product development, ops, marketing and sales to understand key customer insights for product demands, buying patterns, product metrics and product roadmaps to influence product launch strategy, promotion and asset creation• Developed trend and product-focused sales enablement tools and guides that built confidence in the sales team and aided customers in understanding the key benefits of the furniture

Austin, Texas, United States

• Defined the customer segments, key value propositions, messaging, market trends and story opportunities for new and existing products and led the creative development of all communications, visual assets and sales tools• Provided vision, planning and leadership to executive team for redefining the company’s mission and values with a company-wide rollout event and ongoing additional support for yearly strategic initiatives• Created insight-driven integrated campaigns for portfolio of 5,000+ products and GTM plans launching new outdoor, accessories, and art categories • Developed quarterly plans and product briefings for all seasonal launches and monthly product awareness campaigns driving product adoption for new products and sell through of existing inventory• Led the vision and creative development for all communications, digital marketing, visual assets, and sales tools to ensure brand cohesion and execution of strategy• Built, hired and mentored the internal creative team and photography team including designers, copywriters, stylists and photographers, on brand voice and identity to launch compelling content that drove awareness and adoption of brand

Austin, Texas

• Reporting to the CEO, led the marketing department with eight direct reports including regional field marketing, consumer services and creative teams for a $50M business• Developed portfolio brand strategy and executed robust 360-degree marketing plans to increase awareness and trial nationally which led to 4x increase in revenue• Led the planning, development and implementation of all strategic and tactical marketing activities ensuring integrity of brand communications across all touchpoints• Rapidly directed and launched the re-branding of Tradewinds Tea which included consumer research and concept testing, package graphics, retail launch plan and communications

Austin, Texas, United States

• Managed cross-functional teams including client, creative, strategy, production and vendors to develop branding strategies, advertising campaigns, events and tactical executions for clients across industries including banking, restaurants, breweries, ski resorts and consumer products and services• Developed strategy for re-branding the agency including new positioning, messaging and identity • Conducted qualitative research to build brand understanding and develop tactical and strategic insights for marketing and advertising plans• Led the strategy and execution to revive the DoubleDave’s Pizzaworks brand including positioning, identity, order experience and a brand launch plan to introduce new initiatives to franchisees

Portland, Oregon, United States

• Developed names, bottle concepts, labels, brand voice, and launch strategies for a line of handcrafted spirits including vodka, gin and absinthe resulting in award winning work• Crafted integrated, multi-media campaign strategies to help clients such as Integrity Spirits, TriMet, SAIF Corporation, Rockwood, Cardiac Science and Oregon Business Magazine launch new initiatives• Created new strategies for ID Branding’s marketing initiatives including the execution of two holiday campaigns and an office tour guidebook used to introduce new clients to the agency

Portland, Oregon, United States

• Partnered with creative and strategy teams to develop brand strategy that helped SAIF Corporation revitalize its 93-year-old company; the internal brand launch included an event, brand booklets and launch kits to over 800 employees• Created and presented proposals, statements of work, creative briefs and brand launch plans to clients• Crafted over 15 creative briefs for brand identity and brand experience projects for clients such as Intel, TriMet, SAIF and Oregon Entrepreneurs Network • Participated in brainstorming sessions, fostered team spirit and encouraged out-of-the-box thinking leading to assignments within the creative department

Lake Oswego, Oregon, United States

• Developed strategic marketing approach combining print advertising, direct marketing, outdoor marketing, and online marketing programs with community relationship and referral programs • Created a full range of sales tools, collateral materials, how-to guides, planning tools, campaigns, and a new website to support local marketing execution and reinforce consistency of brand message• Refined grand opening strategy, support structure, marketing tactics and promotional offerings for new centers, shortening opening process by 50%• Trained all new franchisees and store managers on the brand and how to execute marketing programs

Portland, Oregon, United States

• Created marketing programs to recruit, promote and support strategic alliance relationships and direct sales force for a security software company in pre-IPO stage• Managed a $1 million budget for 10 national tradeshows including creative execution, staffing, and travel; developed an online post-event attendee survey to measure effectiveness and increase downloads of whitepapers and future event attendance• Launched company’s first-ever monthly e-Newsletter, TRIPWIRED, to provide 87,353 people in our customer base with current product and event information, increasing seminar attendance by 25% • Wrote product and company copy for direct marketing, advertising, collateral, e-newsletters, product announcements, partner communications, and the corporate web site• Conceptualized and designed an online training portal, Tripwire University, to build mindshare and increase partners’ product knowledge and ability to sell Tripwire software