Jennifer Castanet Email & Phone Number

Manage internal communications for Enterprise-wide Organizational Change Management Activities for Fortune 500 global aerospace and defense manfuacturer.

Early-Stage Start-ups, Financial Institutions, and Health Care• Structure and execute project plans and standards to include objectives, deliverables, documentation, risks and issues to ensure project success.• Refine or establish marketing strategies to determine and implement the appropriate marketing mix to improve customer reach and engagement.• Recommend enhancements to current brand positioning/identity, value proposition, and marketing practices/workflows to impact growth with primary target audiences and expand marketplace positioning.

Atlanta, Georgia, United States

• Delivered campaign and event strategies including content, collateral, and experiences to amplify unique differentiation positioning and visibility.• Developed and supported sales team processes and outcomes for client engagement and lead tracking for firm’s proprietary events and association-related sponsorships and tradeshows.Established a divisional Project Management Office (PMO):• Defined objective and scope of the PMO and gained executive support• Developed PMO processes and policies• Created governance structure in accordance with EPMO standards• Implemented project portfolio management and communication tools• Monitored and adjusted the PMO performance as it evolved and matured

Hired as inaugural VP of Marketing, reporting to CEO, for B2B SaaS Customer Communications Management (CCM) company • Distilled disparate and ambiguous points of view to develop and articulate unique value proposition, differentiators, and buying personas.• Established brand identity (visual and verbal) and led evolution of brand architecture. messaging, positioning, and overall narrative; created brand standard/visual identity guides.• Orchestrated rebrand of all user interfaces, client portals, demo platform, documents, intranet, signage, etc.• Rebuilt and transformed CEDAR CX website, including structure and content, to a more compelling and contemporary user experience. • Collaborated with sales and business development teams to accelerate pipeline growth and conversion of MQLs to SQLs.• Developed and translated key messages into the design of new/enhanced sales tools, ads, tradeshow displays, collateral, presentations, and RFPs.• Oversaw digital/social marketing strategies, SEO, paid search and advertising, and established measurement standards. • Launched ABM program to progress target accounts and known contacts from unaware to engaged, propelling client acquisition. Developed creative messaging and thought leadership to target key segments and verticals.• Authored playbook addressing tradeshow standards for participation, lead generation, sponsorships, virtual assets, etc. • Built content hub and strategy calendar to use across multiple tactics and customer journey.• Established marketing analytics and KPIs to monitor project progress and outcomes.• Allocated and forecasted marketing budget.• Selected and nurtured multiple vendor-partner and agency relationships.• Hired and coached Sr. Marketing and Digital Marketing Manager and CRM (HubSpot)/ABM specialist; developed and mentored existing Graphics Designer.

Crafted annual marketing plans for the Middle Market expansion into new markets (MM = companies with $20-$500M in annual revenue) to support the prospecting efforts and drive awareness and consideration of Fifth Third’s brand. • Researched and recommended sponsorships, e.g., Los Angeles Lakers, with established/credible partners and ensured the activation of all assets. • Executed proprietary (virtual and in-person) events positioning Fifth Third as an innovative thought leader and providing unique access to “can’t buy” experiences. • Managed California regional marketing plan (four markets) that helped to achieve 128% and Texas (one market) to achieve119% of revenue goal year-over-year.• Partnered with brand team to create a national MM brand awareness campaign (print, digital, social, search) including landing page development, new call-to-action, and creative elements, increasing site performance by over 300%. • Researched, authored, and co-designed inaugural “commercial capabilities” print and a digital brochure outlining our history, philosophy, and solutions; this collateral has usage three times that of any other. • Created sales support collateral for each of 17 regions balancing brand consistency with the flexibility to highlight unique geographic strengths, local investments, and community activities. • Oversaw integration of thought leadership strategy to ensure production and amplification of content creation was scalable, on-brand, useful, and engaging across all channels and tactics. •Led a two-year project to create subscription center integration with a CRM system, allowing bankers to choose content delivery topics relevant to their clients / prospects, positioning them as experts, and creating demand for that expertise.

Created and integrated marketing strategy for acquired Registered Investment Advisory firm.• Inventoried and updated firm’s collateral, website, client communication to the Fifth Third brand.• Revamped on-line content and web delivery platform of retirement-related educational curriculum.• Wrote all post-merger messaging and transition/on-boarding client communication.

Greater Atlanta Area

Led PR and Communications for Georgia, Virginia and North and South Carolina regions by managing external and internal communication strategies to increase awareness, consideration and business reputation.• Served as strategic communication advisor to Regional Presidents and senior leaders.• Led reputation management and internal stakeholder and external communications/public relations efforts including employee events, weekly newsletter, key message development, business press and community relations, speaking engagement arrangements and speech writing. GA finished 191% to goal on proactive media tracking.

Led the development, execution and integration of regional marketing and communication strategies. Managed and coached regional marketing, communications and public relations teams engaged in these activities.

Greater Atlanta Area

Generated and implemented impactful, strategic marketing and communications plans focused on B2B and B2C client acquisition.• Planned and implemented flawless prospect and client events for Georgia’s Middle Market, Private Bank, and Large Corporate prospects and clients. Executed a unique, integrated marketing program that yielded an 18% response rate from C-suite prospects and earned a 483% ROI

Atlanta, Ga

• Integral part of senior leadership team responsible for developing three-year strategic plan which tripled assets. • Established B2B and B2C marketing strategy and implemented plans to increase awareness and support revenue growth.• Directed public relations and reputation management efforts for GA affiliate including story development and creation, pitches, byline articles, announcements, speaking engagements, speech writing and reputation management tracking.• Developed and executed impactful internal communication plans to include organizational announcements, marketing updates, listening sessions, employee recognition and town hall meetings as well as key message development and speech-writing• Collaborated with ad agency and corporate marketing to develop, choose and approve client and prospect communication including direct mail, banner ads, radio, out of home, social and digital media.

(First Horizon)

Conceived of and developed unique marketing and sales plan to capture maximum share of Bank Mart audience (full service branches located inside select Kroger stores)Coordinated community events and charitable donations including employee volunteer effortsManaged relationship with Philips Arena (Hawks and Thrashers) for 10-year, multi-million dollar Premier Sponsorship; includes First Horizon Club, parking deck, ticket request/distribution, ATMs, radio and TV advertising, in-stadium promotions, client entertainment. Created and implemented internal ticket processing and revenue tracking system.Founded and co-chaired internal employee engagement council to promote bank’s internal culture through reward, recognition and educational programs --- recognized as “best practice” within company.Guided client and directed internal communications throughout integration of First Horizon acquisition by Fifth Third Bank

(Formerly National Bank Of Commerce)

Created and managed sales, marketing and employee programs/processes to support retail, private and business bank. • Created training, roll-out, and support processes for Group Banking (bank at work) program. Atlanta increased from 27 to 285 average accounts per month.• Designed and implemented programs across company to address weaknesses in Employee Engagement Survey results.• Developed sales/marketing tools that contributed to increase in household cross-sell from 1.2 to 2.9 in 8 months.• Redesigned existing orientation program to encompass a welcome package, buddy system, history education, employee feedback survey and streamlined processes to build employee retention. • Conceived and implemented “mystery shopping” process that resulted in development of sales, service and merchandising standards which were adopted company-wide.• Coordinated DeNovo market plan that successfully launched 42 branches in 20 months.

Clients included GA Commerce Bank, National Bank of Commerce, Becker Multimedia, Turner Associates.Formed brand identity system and marketing launch plan for start-up bank. Established hiring protocol and compliance systems; authored employee relations manual. Designed website and celebration for firm anniversary event.

(First Union/Wachovia)

Created and implemented marketing and communication strategies to establish, enhance, and retain profitable customer relationships and capitalize on local market opportunities.• Managed team of 12 marketing and business development professionals who supported all banking segments in business development, sponsorship marketing and community involvement efforts. • Oversaw $1.5MM marketing and advertising budget.• Leveraged Braves sponsorship to create an integrated campaign, including radio, print, direct mail and in-stadium marketing, which set record for asset management account sales. Promotion contributed $2.6MM in profitability and direct mail resulted in $23MM in account balances.• Redesigned and launched upper affluent, mass market, senior and small business relationship products. Georgia outperformed the company in core deposit growth.• Introduced a Georgia communication plan outlining senior leaders’ expectations in support of strategic plan. Process led to highest favorable employee ratings of awareness of company objectives and was subsequently adopted by all regions.• Directed service measurement program and implemented improvement plans resulting in the highest customer satisfaction scores in the company.

Ed.M, Ma, Psychology

Bachelor Of Arts - Ba, Psychology, Philosophy - Cum Laude

Activities and Societies: Kappa Alpha Theta, President