Katie Tobin Email and Phone Number

· Built agency's Strategy Department in partnership with Chief Strategy Officer; developed new brand, creative, and channel planning processes· Played integral role in over $3.5 million in new business wins, including AOR relationships and research initiatives· Directed 5 member strategy team's transformation of Implus's portfolio of sports and fitness B2B brands into B2C brands in response to dramatic shifts in retail landscape· Crafted brand strategy for agency’s rebranding; new brand launched externally and internally in June 2019 · Created new brand for launch of hospitality lighting product line; designed and conducted research; crafted brand positioning; and collaborated with creative and digital teams to bring brand to life in creative expression and across all touch points in alignment with brand strategy · Served as research director and lead strategist for agency's Retail Division; expertise in tracking evolving consumer behavior and balancing consumer and franchisee needs and expectations· Designed new creative strategy for Massage Heights, contributing to 20% rise in gift card sales and brand's overall 8% revenue increase

· Built Account Planning/Strategy Department with colleague at mid-size advertising agency; played key research and strategy role on new business pitches and provided planning on multiple accounts· Presented brand perceptions and strategic opportunities to Arise Healthcare's management team; interviewed physicians, distilled insights, and integrated research findings with quantitative results· Conducted in-depth interviews and developed key insights for Consumer Decision Journey project exploring how consumers shop for health insurance under the Affordable Care Act for national healthcare company· Teamed with UX designer to infuse consumer insight and brand strategy into digital platform redesign· Synthesized consumer segmentation data, focus group research, competitive audit, and product messaging research to help develop Aquasana's brand strategy, messaging platform, and product positioning· Interviewed consumers to uncover insights and transformed insights into messaging concepts as member of GSD&M's pitch team for golf club brand· Created One With Courage brand, designed brand strategy, wrote One With Courage Brand Book, and directed national implementation of One With Courage· Produced quarterly Voice of the Customer reports for Frost Bank's Research & Strategy Group· Provided Public Relations/Affairs counsel as member of team which developed State of Texas' bid to win FutureGen, the U.S. Department of Energy's $2 billion federal clean energy demonstration project· Drafted Texas' FutureGen proposal for federal RFP on behalf of Governor· Designed and directed integrated marketing campaign for solar energy association; served as lead strategist, wrote creative briefs, drafted key messages, and oversaw campaign executionClients include WellPoint, Frost Bank, Mutual Mobile, Pandora, Solar Power International, Aquasana, Lone Star Beer, The University of Texas' Bureau of Economic Geology, GSD&M, Greatest Common Factory, Talk Shoppe

· Provided Get Smart research and identified strategic implications for successful new business pitch for Lone Star Beer, Pabst Blue Ribbon, Schlitz, and Blast by Colt 45 brands · Researched and synthesized category, consumer, brand, competitive, and cultural trends data; uncovered insights; developed brand ideas; and collaborated on creating brand campaign for Grande Communications· Drafted Lone Star Beer's integrated marketing plan focused on digital and on premise activation after using a range of qualitative research methods to inspire strategy· Discovered untapped market for mobile app developed for AT&T's youth marketing program by conducting and analyzing primary and secondary research

Account Planner Bootcamp with the Miami Ad School

· Directed agency's health care and energy accounts; conceptualized and oversaw implementation of clients' strategic communications programs· Rebranded and led team's development of marketing program for SpineAustin; created positioning strategy, wrote message platform, and produced TV ads and digital and print marketing collateral· Conceptualized and produced videos promoting International Power's energy projects; conducted all phases of video production, from storyboarding, scripting, interviewing, and field producing to editing and digital post-production· Designed integrated campaign for Children's Advocacy Centers of Texas; created campaign identity, planned campaign strategy, produced PSAs for TV broadcast, and wrote campaign materials' content· Orchestrated issue campaign to pass the Physician Loan Repayment Program into law; synchronized broadcast, print, and digital media strategy with lobbying team's efforts

· Directed feasibility assessment for the Pew Charitable Trusts to plan strategy for issue campaigns promoting reforms to the criminal justice system· Identified and interviewed stakeholders, including reform activists, legislators, academics, journalists, judges, prosecutors, and defense attorneys· Synthesized polling data and qualitative research results to evaluate level of public interest in reform· Analyzed proposed reform legislation and media coverage to gauge political climate· Conducted strategic assessment to determine viability of establishing a public policy think tank in Georgia · Evaluated operations of state-focused policy centers; researched potential sources of funding; and co-wrote final report providing recommendations on how to position, structure, staff, and finance a new think tank

· Served as primary contact for TeenReach brand strategy designed to build public support for the Centers for Disease Control and Prevention's Teen Pregnancy Prevention Program· Wrote TeenReach Brand Book to guide integration of brand strategy into local marketing plans· Directed comprehensive budget proposals for new business development

· Researched, analyzed, and recommended policy positions in individual issue areas, including transportation, education, reproductive health, crime, judicial affairs, civil rights, affirmative action, and religion· Prepared Member for Commerce Committee hearings on health care legislation by conducting background research, attending strategy meeting, drafting Member's statement and witness questions, and staffing Member at hearing· Wrote speeches and House of Representatives floor statements· Negotiated with lobbyists, public interest representatives, and community activists on Congressman's behalf

· Researched health care policy and industry trends for hospitals and health systems