Katherine Baehr Larson Email & Phone Number

Oakland, Ca, Us

Walnut Creek, Ca, Us

At AAA I was responsible for leading an overall positive and consistent brand experience, driving business through advertising and media, integrated marketing campaigns, sponsorship, activations and in-store engagement. Whether you are visiting a local branch, attending an SF Giants game or listening to the radio, chances are that I played a part in shaping your engagement with the brand. Responsible for shifting the perception and driving relevancy of one of America’s most trusted brands (AAA) through a more consistent brand experience: • Oversee execution of $8MM Brand and Promotional media budget, resulting in a consistent year-over-year increase for the business (insurance leads, brand awareness)• Partner with Agency of Record (AOR) to create an effective and efficient media strategy, supporting both Brand and quarterly integrated campaigns• Ongoing collaboration with product line stakeholders to ensure campaign media is relevant to the target, on brand and consistently meets or exceeds business goals • Active engagement in National sports partnerships across the entire club footprint (N. CA, NV, UT, MT, WY, AK) with the MLB (SF Giants, Oakland Athletics), NFL (Oakland Raiders) and various universities (football and basketball). Provide sponsorship support through media, game day activations and stadium signage• Developed a turn-key strategy to support branch relocation communications and associated marketing, including grand opening events, to launch AAA’s redesigned “Next Generation” retail locations• Agency and vendor/partner management• Develop annual strategy and ownership of VIA magazine house ads (circ. 2.8MM HH)• Lead various special projects partnering with product lines, executing on time and within budget

Walnut Creek, Ca, Us

Founded in 1902, AAA is North America's largest motoring and leisure travel organization. AAA is a not-for-profit federation of clubs serving 53 million members in the United States and Canada, which provides its members a full range of travel, insurance, financial and automotive-related services. Through affiliations with motoring clubs around the world, AAA provides benefits to members traveling in 130 countries on six continents.Program Management• Manage local marketing and advertising budget of $1MM• Develop branch marketing program, roll out and regular communications with 90+ AAA locations • Advise on unique market events and advertising opportunities • Develop and refine campaign reporting and analysis • Team with marketing counterparts to ensure local support for integrated club promotions • Creation of custom local advertising with creative team supporting all AAA products and services (Membership, Insurance, Travel) • Liaise with advertising & brand team and speak to club media strategy with branches (Print, OOH, TV, Radio, Digital) Events & Sponsorship's• End to end management of retail branch events • Complete project management in support of events including: planning, logistics, collateral development, local advertising and internal inputs (PR, Creative, Digital, Legal)• Partner with Oakland Athletic's (MLB) in support of annual FanFest: development of co-branded promotional items, volunteer base and oversee staff during event activation • Leverage SF Giants (MLB) Sponsorship in execution of branch events, including management of mascot and player appearances • Planning and game day execution of in stadium events with partner SF Giants • Manage and implement multi-channel Sponsorship with Fresno State Bulldogs Division I (NCAA)• Development of Member Appreciation Day event(s) with partners such as: California’s Great America & Six Flags Discovery Kingdom

Pleasanton, California, Us

Blackhawk Network, a subsidiary of Safeway Inc., is a leading provider of prepaid and financial payments products for consumers and businesses. The company’s Gift Card Mall™ offers the industry’s most popular prepaid gift card, telecom and financial service brands throughout the U.S. and abroad. As a Marketing Program Manager at BHN my focus was implementing promotions that drove incremental sales and brand awareness for a variety of major retailers.• Managed partner marketing budget of $2.5MM • Accurately reviewed & forecasted promotional opportunities for retail partners on a quarterly basis• Identify and leverage marketing opportunities that increased gift card sales • Managed marketing programs through: research, analysis, creation of sell in documents, collateral creation and messaging, implementation of timelines and project management, communication strategy, merchandising and fulfillment of promotional product/materials and budget management• Provided marketing support to sales teams through: development of sales collateral & presentations, driving brainstorm/planning discussions, creation and maintenance of partner marketing calendars and consulting on specific retail partner programs.• Lead post event analysis of marketing programs and develop overviews of events outlining successes and failures; presenting to partners on a quarterly/annual basis• Successfully worked with print vendors and various third parties on pricing and execution of promotions in store• Maintained strong communication with internal & external clients; with a focus on customer service

New York, Ny, Us

I joined the BlackRock Brand Experience team on a project basis, focusing specifically on supporting the iShares Fixed Income Roadshow.+ Oversaw the development of multiple registration websites (including design & launch) + Refined and customized event invite copy to meet both compliance standards and Business Development Officer's needs+ Managed & delivered daily RSVP reporting specific to each market + Prepared custom collateral for each individual event+ Tracked and successfully managed the timely submission of CIMA & CFP certification credits on behalf of Business Development Officers and event attendees+ Assisted with booking industry speakers + Developed detailed event calendars for internal staff+ Post event reporting (including survey analysis)

New York, New York, Us

Marketing Brand Manager for national franchise retailer Cartridge World. With 1,700 locations globally and 650 stores in the US and Canada, Cartridge World is the world’s largest dedicated specialty retailer of printer cartridges. Project Management •Managed national campaigns with a $3MM budget •Development of realistic timelines, to guarantee completion of projects by established deadlines•Executed projects within or under budgeting constraints •Campaign development from back end logistics, launch and post reporting•Successfully partnered with internal staff, agency and production to create national multi media campaigns via TV, Radio, Print, Direct Mail, Web and Social Media that produced a higher visibility for the brandCommunications•Lead presentations to the network and launched campaigns via webinar•Development of editorial for corporate and department newsletters•Assist in leading monthly Marketing training for new franchisees •Effective copy writing and proofing of internal communications, articles and press releases prior to distribution through public relations agency Agency & Vendor Relations•Developed relationships, contract evaluation and negotiation•Evaluate marketing portal(s) activity & sales reports•Review/approval of vendor promotional content before distribution to the franchise network •Liaise between franchisee and vendor when disputes arise•Active in agency annual reviews and RFP’s, responsible for launching collaborative, productive and cost efficient partnerships benefiting the networkAccomplishments:•Instrumental leadership on: - Brand Style Guide (Edition I & II) - Brand Store website launch (apparel, tradeshow & promo items) - North American marketing portal restructure and launch •Major team contributor through the development & launch of: - Global packaging redesign - North America website redesign •Continuously increased franchisee participation in national campaigns

New York, New York, Us

• Assisted Director of Marketing on all aspects of marketing and advertising • Main point of contact for marketing department, supporting a network of 650 stores in North America• Managed the development and launch of multiple marketing programs via TV, Print, Web, Direct Mail, Radio, SEO/PPC and social media channels • Post campaign review and analysis• Copy writing for campaigns, website updates, tradeshow materials, internal communications and press releases • Event logistics and implementation for annual meetings and corporate convention (on and off site)• Regular communication with global marketing offices (UK & AU) to ensure alignment of brand standards • Proven initiative to follow through and complete assignments independently, and work cooperatively within a team environment

Oakland, Ca, Us

• Awarded for highest individual sales - October 2006• Prospecting new clients within target market.• Responsible for renewing assigned accounts and upsizing ads to suit clients’ needs.• Creative conceptualization including: slogan & copy creation, ad layout and design.• Liaising between Traffic Managers, Graphic Design team and following up with the client to ensure ad is placed accurately and accordingly.• Constant focus on relationship building inside the office environment as well as within the community.

Fremont, California, Us

Marketing:• Development and editing of content, creative and messaging for all lending campaigns including: direct mail, print, TV, radio and web content.• Assess customer / company needs and product positioning• Management of multiple projects and deadlines simultaneously• Internal event coordination • Analysis and feedback on campaigns for future strategyProject Management:• Worked with Management and Associates to accomplish projects• Prepared a detailed proposal to restructure the current management trainee program; which is in review with Human Resources for approval• Created a 100 page Loan Officer Reference manual; currently being utilized with new associates for training purposes. • Revised rate Lock Policy with management• Created policy and procedures for Sales divisionSales:• Assisted loan officers representing Partner Community banks • Explanation of all loan products and specifics of programs• Constant communication with Operations staff to ensure an error free & timely loan process

Los Angeles, California, Us

• Internet & print research• Recruiting daily (cold calls to target audience)• Monthly media tracking for various movie studios’ documentationPhantom of the Opera (Warner Bros.)•Researched & compiled a 15 page document for Warner Brothers studio; (on behalf of THA) including all theatre companies, opera houses & related theatrical organizations of interest w/ in the San Francisco offices’ markets (SF, East Bay Area, South Bay, Peninsula, Sacramento, and Stockton).• Information was used in effort to create a buzz around movies pre-release

New York, Ny, Us

KTVU Channel 2 - FOX Affiliate SF Bay Area• Maintained / organized daily local press clippings • Reviewed evening lineup sheet & video to ensure correct placement• Spliced together videos of archived film as requested• Daily errands to the newsroom and library• Participated in the Oakland Athletics annual “Root Beer Float Day” charity event. Created and served root beer floats and assisted KTVU talent as needed.• Continuous professionalism while interfacing in the workplace as well as on the phone.

B.A., Communications

Communications