Ginger Smithwick Email & Phone Number

Lexington, Kentucky, United States

Building a discipline that makes it easier to get to brave, breakthrough work and get it out into the world in powerful ways.

Monticello, Kentucky, United States

We believe nature has the power to connect people back to themselves, each other and the world around them. We exist so more people can experience that goodness. Our 53 wooded acres on Lake Cumberland offer a range of ways to feel the magic: secluded campsites, groovy glamping abodes, a spacious lodge, annually-leased RV sites, dreamy weddings, restorative retreats and good-vibe, starry-skies music festivals. Trails throughout the property lead you on adventures to a waterfall, the lake, and past a few fairy doors if you’re looking.

Virtual

Kraft Heinz, American Kennel Club, Molsen Coors, STOK, Silk, Home Depot, Cox CommunicationsClarity Through Insight provides fractional and freelance brand strategy services for companies looking to better understand themselves and the people they seek to engage. We can plug into existing teams or be your team. Areas of Expertise: Primary Research, Brand Development, Brand Refreshes, Trend Tracking & Distillation, Consumer/Shopper Journey Mapping, Messaging & Activation Strategy, Integrated Marketing Strategy and Customer Marketing. Recent Projects Highlights: Illuminated the unique mindset and needs of chefs to inform brand refresh for the foodservice division of an iconic CPG brand. Uncovered the car buying journey for African American shoppers and developed an activation plan for a leading auto manufacturer to connect at critical moments along the path. Developed an RFP-winning activation strategy to help change perceptions and re-ignite passion for a non-profit that needed to find common ground with a new generation of potential pet owners. Identified motivations and behaviors around beer buying in liquor stores to help a global beer manufacturer tailor messaging and promotions to win in this highly contested channel.

Dallas, Texas, United States

Quaker, Goodyear, Papa Murphy’s Pizza (AOR), Fairway Independent Mortgage CorporationDeveloped communication platforms, long-term vision plans and brand activation strategies to deliver against clients’ business goals and impact human attitudes and behaviors. Oversaw a team of multi-discipline strategists, fostering collaboration and defining new processes to create more seamless experiences and programs. ACCOUNT-SPECIFIC WORK: GLIDEWELL: Spearheaded brand foundation work for a soon-to-be released smart mouthguard product, conducting stakeholder interviews and primary research with consumers to inform naming and launch activation plans. GOODYEAR: Planned and executed brand and product campaigns, as well as sport sponsorship activations targeting college football and NASCAR fans. Led shopper marketing planning and program development at key retailers, working with media partners to craft memorable experiences that drove preference and purchase. QUAKER: Led consumer promotion development across snack and breakfast brands in Mass and Grocery channels. PAPA MURPHY's PIZZA: Led strategy development for seasonal consumer engagement programs, as well as new product and LTO launches. Guided content development for the brand's owned social presence.FAIRWAY: Led a brand refresh to better position the company to win with Millennial first time home buyers. Led strategy development for their first ever advertising campaign. Crafted an integrated launch plan to being the campaign to life across channels through a 12 month period.

Virtual

American Kennel Club, Enduring Hearts, Global Citizen Year, Shifamed Led purpose and persona discovery initiatives for non-profit and social impact clients. Findings were shared during daylong workshops with senior leadership and ultimately distilled into foundational brand guidelines that informed messaging, activation and fundraising efforts. Most recently collaborated on a Brand Building & Activation Curriculum for non-profits.

Greater Atlanta Area

Home Depot, Kellogg's, Barilla, Georgia Pacific, Goody, Graco, Rubbermaid, f'RealLed strategy development for both retailer and CPG clients. I find the connections between consumer insights, competitive intelligence, category & retailer knowledge to devise strategic platforms that result in breakthrough creative solutions.

Greater Chicago Area

Assumed the responsibilities of the current director while she was out of the country for six weeks. Collaborated with a large agency council to develop integrated activation plans for key time periods in 2020. Conducted primary research to explore new messaging areas for milk and presented findings to senior leadership during a daylong workshop. Developed the shopper marketing strategy that will guide messaging and activation efforts for 2020.

Greater Chicago Area

Provided strategy consulting on branding, shopper marketing and retail activation projects. Project HighlightsDeveloped customized retailer activation plans for a leading wine company, gaining widespread support for new wine SKUs at Kroger, Publix, Safeway, Walmart, Target and select liquor stores.

Greater Chicago Area

Led shopper marketing strategy development for clients and collaborated on intellectual property initiatives. Project Highlights: - Emotional Shopper Research Study - Annual Planning for Minute Maid and Simply Orange brands - Collaborated on "Intersection between Loyalty and Shopper Marketing" Webinar - Development of "Shopper 101" Training Modules

Greater Chicago Area

Led strategy development for Coca-Cola shopper, retailer and integrated marketing initiatives across channels and brands, in both US and global markets.Collaborated with clients to translate business objectives into actionable communication objectives by diagnosing the underlying “human” issue our work could address. Crafted the strategic blueprint for connecting with shoppers, aligning with retailers, and translating the brand proposition for the retail environment.

Kenosha, Wi

Macro-trend tracking and custom research to guide product development and marketing strategy.

Master Of Science - Ms, Integrated Marketing Communications

After earning a bachelor's degree in Strategic Communications and starting my career working with start-ups seeking funding and buzz, I.

Bachelor Of Arts, Integrated Strategic Communications