Jessica Baker Email & Phone Number

Purchase, NY, US

New York, New York, US

• Lead Financial Wellness and Small Business product marketing strategy for Citi FinTech and manage a cross functional team responsible for strategy execution.
• Lead marketing attribution and technology strategy and manage a team responsible for partner relations.
• Lead a cross functional team responsible for a test and learn pipeline assessing behavioral data and consumer-facing integration opportunities with financial data.

New York, New York, US

• Identified and initiated cross-functional partnerships with Fintech, Citi Ventures, and NA Cards teams, to alleviate organizational siloes which led to joint efforts including onboarding Mixpanel and Open API partnership
• Successfully created and led behavioral technology innovation project from concept to beta test in collaboration with the senior leaders of Citi FinTech, Citi Ventures, and the Global Consumer Bank. The project is.
• Served as global liaison for Banamex and Persado by handling negotiations around program timing, contract extensions, and key deliverables
• Led Conductor negotiations and onboarding by contract deadlines in collaboration with key stakeholders
• Conducted multi-industry Competitive Analysis of Content Best Practices used by senior leadership in budget requests and best practices playbooks for Social & Content team
• Global Consumer Marketing Voice of the Employee Taskforce Lead: Built a team of ten representatives across the Global Consumer Marketing organization to lead efforts to improve eNPS and employee engagement; Created the.

New York, New York, US

• Led new Travel Solutions digital initiative from ideation through concept validation; created a high-fidelity prototype by working with cross-functional teams, including Decision Management, Design, and UX Research.
• Built business case model that all future Test and Learn initiatives followed by determining when to initiate conversations with stakeholders; validated model on the Travel Solutions initiative.
• Created more efficient and effective concept validation process that replaced low-fidelity prototype testing and allowed the team to validate all existing concepts within three months.

Purchase, New York, US

• Led ideation, launch strategy, and execution for all Brand Pepsi Basketball and Motorsports content.
• Managed cross-functional team that created YouTube viral videos Uncle Drew Chapter 2, Uncle Drew Chapter 3, and The Search for the Big Man Parts 1 and 2, which have combined views of 21MM+ and over 564MM media.
• Conceptualized and led Uncle Drew All Star Weekend campaign with digital content, a PR event, and a real-time digital ambush of Sprite’s slam dunk competition, generating 28% more positive sentiment on social media.
• Developed creative brief and oversaw cross-functional team that developed the digital media and PR launch strategy for viral video Jeff Gordon Test Drive 2, which was voted AdWeek’s Ad of the Week just three hours.
• Managed budget, link testing, and performance analytics for Pepsi Wild Cherry Explosively Cherry commercial.

Purchase, New York, US

• Determined strategy and oversaw execution for all Basketball, Motorsports, Grassroots, and Social Media activations, and analytics for Pepsi MAX.
• Compiled quarterly dashboards of brand performance and biweekly analytical deep dives to develop and launch a regional retail program centered around tagline “A Zero Calorie Cola in Disguise” that lifted sales 30% in.
• Created the viral YouTube video Uncle Drew Chapter 2, which has 11.5MM+ views, and activated successful retail program
• Collaborated with Pepsi MAX team to create and launch Jeff Gordon Test Drive, named #7 in Times’ Top Ten Commercials of 2014, which has over 42MM views and earned over 400% more media than original investment.
• Co-led ideation and release of Jeff Gordon Harlem Shake which outpaced all other branded Harlem Shake videos and garnered over 7MM views with no paid media behind it.

Purchase, New York, US

• Built first PepsiCo 2-D barcode digital program to increase beverage consumption across multiple PepsiCo Foodservice Channels, which is still in effect.
• Conceived and planned first Foodservice Digital Summit, showcasing PepsiCo’s Digital marketing expertise and leading to creation of one of the most successful Foodservice customer programs of 2012: Arby’s Snap n Rock.
• Designed Foodservice Digital Playbook for both internal Foodservice as well as external customers, which outlined internal Digital tools as well as cost-fixed template options for customer programs.

Purchase, New York, US

• Created first PepsiCo 2-D barcode digital program to increase beverage consumption across multiple PepsiCo Foodservice Channels, which is still in effect.
• Provided insight and recommendations for Fall 2010 Foodservice programs to be run at colleges across the U.S.
• Created presentations on Facebook, Twitter, and social media presented by my manager to senior executives

Master Of Business Administration (M.B.A.)

Ba, Political Science, Integrated Marketing Communications

Education record

Education record