Kelly Doherty, Mba Email & Phone Number

Tewksbury, Massachusetts, Us

One of Greater Boston’s largest mutual banks, $1.7 billion+ assets across 20+ locationsSpearhead complete brand and marketing overhaul as the head of branding, marketing, communications and creative. With executive leadership and board, reinvent marketing as a strategic revenue function by driving brand, consumer research, martech, product growth strategy, new consumer segments and markets, collaborating with strategic partners such as Mastercard and Salesforce.

Somerville, Ma, Us

E-commerce and new product innovation arm of $8 billion ACE Hardware corporation The Grommet elevates big ideas from small businesses. Some of the big names we found before they were big include Bananagrams, Fitbit, Goldie Blox, OtterBox, Popsockets, SimpliSafe, and SodaStream. Recruited to help architect next phase of growth, spearhead new performance marketingchannels (paid social, affiliates, influencers) and expand consumer demographic profile.Reporting directly to the President, lead internal marketing, media and creative teams andexternal agencies in consumer acquisition/retention, branding, PR, and analytics. Overseefull-funnel performance metrics (CAC, LTV, ROAS) and evolving martech stack. Partner withthe executive team to bring the organization to profitability and position for sale.

Durham, New Hampshire, Us

The state’s flagship, top-tier Carnegie R1 research institutionChief marketing executive, recruited to build out marketing function and spearhead new revenue growth. Oversee multi-million-dollar brand awareness campaign including robust digital strategy (SEO, SEM, social, video, web). Lead integrated performance marketing strategy, media and creative across 100+ FTEs, responsible for $750+ million in revenue.Key accomplishments- Facing the worst enrollment declines in 50+ years, marketing drove record-breaking applications and revenue growth (+8% applications, +$10 million annual incremental revenue)- Launched public health campaign, centered around the most robust COVID testing program in the country #unhtogether

Manchester, Nh, Us

Top national advertiser, $120 million+ annual spend Fastest growing university in U.S., one of Fast Company’s “World’s Most Innovative Companies”Most senior marketing and creative leader, oversaw 35+ in-house professionals and agenciesof record. Led integrated brand and performance-based marketing campaigns. Championed$120 million national advertising campaign including concept, creative, production and media.Built team from ground up, optimized operations of new in-house agency model. Key accomplishments- Oversaw national advertising campaign, fueling growth from just 7,000 online students to 125,000+ and $500+ million in revenue - Concepted and led Emmy-nominated cross-country See Yourself Succeed bus tour campaign, “Exhibit A of Marketing Success” and “One of the most buzzed-about marketing campaigns” (Chronicle of Higher Education)

Lawrence, Ma, Us

One of North America’s largest private, for-profit early education and child care providersMember of executive management team, key contributor to growth plan including financial model, organizational structure, pricing and location strategy. Built regional marketing team and oversaw 350+ FTEs across marketing/sales and operations functions. Led comprehensive brand overhaul. Company spokesperson. Full P&L responsibility. Key accomplishments- Scaled the startup for rapid growth, profitability and ultimately sale for VC firm in just 3 years

Lawrence, Ma, Us

Charged with developing company’s marketing capability to support aggressive growth plans. Responsible for reorganizing marketing department including strategy, processes and people. Built a team of marketers and directed all new school opening marketing activities. Perform comprehensive marketing analysis and make recommendations to maximize ROI. Oversee messaging, internal and external branding, direct marketing, retention and sales efforts for 11 schools. Direct all online marketing (including web site development, PPC, SEO, social media). Develop and manage new school openings (average of 2 per quarter), specifically generating awareness and driving enrollment. Key company spokesperson and public relations strategist.Key Accomplishments: - Identified opportunities to improve company’s EBITDA by refocusing marketing strategy- Implemented new tactics that resulted in 200% increase in web traffic and leads in just 3 months

Launched the new Smithsonian Student Travel brand. Member of executive management team and department head, overseeing all lead generation and retention marketing efforts including consumer research, brand development, direct marketing, web (site redesign, PPC, SEO) licensing agreements with Smithsonian, and public relations. Led inside sales staff of 30 in messaging strategy and remotely managed an outside field marketing staff.Key Accomplishments:- Oversaw development of Smithsonian travel brand and web site, launched in under 6 months- Developed new lead generation strategies, doubled leads year/year, dramatically improved ROI

Manchester, Nh, Us

World’s largest flooring group, ranked 8th largest specialty retailer by Stores magazine Oversaw the development of comprehensive marketing programs for 600 stores (US & Canada) including direct response advertising, partnerships, and in-store promotions/visual merchandising. Managed research, overall brand and creative direction. Supervised agency of record. Key Accomplishments: - Speaker, 2004 National Retail Federation, Customer Relationship Management Conference, “Acquisition Learnings: Getting the Right Customer in the Door” - Directed the development of new consumer product website- Led $2 million national DRTV campaign test including creative, media, and fulfillment

A WPP Company, global branding, advertising and direct marketing agencyClients: Citibank, Club Med, Discovery Communications, MasterCard International, Ryder Systems, Sony and SprintNextelRecruited by agency to lead key corporate accounts for both North and Latin America, supervising branding and direct marketing initiatives. Partner with senior clients to develop annual marketing plans and budgets and oversee execution with account and creative teams.Key Accomplishments: - Finalist, DMA ECHO Award - Pitched and closed agency’s first U.S. domestic travel account, Club Med- Implemented Club Med’s “Wanna Play” rebranding campaign, a $15 million investment- Launched brands and products globally including Sony’s Memory Stick

North Mankato, Mn, Us

First Marketing (subsidiary) Client: SprintNextelLed team of eight marketing, creative and production professionals for agency’s largest account. Directed overall marketing strategy for client’s existing customer base, managing budget of $8 million.Key Accomplishments: - Championed a new process for direct marketing to achieve a more efficient marketing operation, which is still in place today- Selected by executive management to serve on the advisory committee for key corporate executives

Livonia, Michigan, Us

Clients: Laura Ashley, Things Remembered, and U S WESTManaged development and implementation of complex acquisition and retention programs. Supervised project manager and production coordinator in execution of marketing tactics. Worked with client’s database to recommend segmentation strategies to maximize marketing objectives. Managed budgets up to $2 million.Key Accomplishments: - Successfully launched communications rollout of nation’s first digital TV and high-speed Internet service- Consistently exceeded agency profitability goals on assigned client business - Promoted twice within one year

Boston, Ma, Us

Coordinated projects from inception through completion. Liaison between creative and account services. Negotiated deadlines and anticipated next steps for all advertising and direct marketing materials.

Previously known as FITCH, then Landor & Fitch, now LandorA WPP Company, international branding and design consultancyConducted research of market trends and user behavior utilizing both primary and secondary sources including focus groups, retail audits and interviews. Analyzed competition, assisted in designing new research methods and related research findings to the design process.

B.A., Pr & Marketing Communications

Master Of Business Administration (M.B.A.), Business Administration And Management, General

Education record