Krista Woolley Email and Phone Number

Responsible for overseeing a company’s overall brand strategy, internal and external messaging, advertising and lead generation strategies, public relations as well as customer and platform communications.

Lead the company's marketing and communication efforts. Responsible for building brand awareness to increase industry exposure, establishing thought leadership and generating new business opportunities.

Responsible for positioning the company as the leader in the industry, driving thought leadership and leads, increasing market share, enhancing online reputation and brand equity and contributing to the company’s growth.Launched the company’s first digital marketing campaign strategy, resulting in a 250% increase in leads, $2M in attributable revenue and over $30M in pipeline revenue in less than six months.Lead a team of 15 marketing professionals, responsible for internal and external communications, social media marketing, digital marketing, content strategy, product messaging, demand generation, digital marketing, email marketing, management of trade shows and overall marketing operations.Implemented first integrated marketing tech stack, integrating demand gen, web analytics, email, SEO, PPC and social activities into one view. (Marketo, Hubspot, Eloqua, Oracle, SalesForce, Sitecore, Discover Org, Bizable, Pathfactory, Workfront, Google analytics, Adobe Suite, Microsoft Office...)Designed robust content marketing strategy targeting all phases of the customer lifecycle and all products. Created over 60 strategic pieces of content that helped increase awareness, digital engagement, SEO and qualified leads.Designed and launched first bi-annual brand study, informing the company’s customer improvement goals and all marketing initiatives.

Lead a team of six responsible for developing and executing go-to-market strategies to grow consumer, small business and commercial print and ship revenues. Support loyalty programs and managed multi-cultural marketing efforts for FedEx Office.Managed a $7M national B2C advertising program attaining up to an 8-1 return on marketing spend.Increased leads pre year by 200% developing/executing innovative B2B digital demand generation campaigns.Created end-to-end marketing campaign and sales playbook supporting new product initiative to open stores inside Universities and corporations resulting in 10 new store openings and over 10 additional sites in the pipeline.Implemented customer loyalty program; growing membership to 58,000 and generating additional $10M+ in revenue two years.

Led the planning and execution of strategic communications efforts for clients within the transportation, energy and financial industries.Supported the firm’s largest client through executive speech management and overseeing daily marketing communications functions for all business units.Developed crisis communication plans for energy sector clients including executive training and onsite drills.Led rebranding efforts for large technology clients conducting in-depth company research, message development workshops and executive and employee training.

Established and preserved BNSF's reputation as a leader in transportation industry; strengthening and leveraging relationships with key industry and public policy stakeholders

Managed external communications support for BNSF's strategic growth, service improvement and capital investment initiatives in key communities across the network Served as primary speechwriter for the company’s CEO; developing public policy messaging and leading public relations initiatives to position BNSF as a leader on key public policy and industry issues. Served as the company’s brand manager ensuring consistent and correct usage of the brand; including licensing, advertising, media relations, etc.

Steered and developed communications programs with a budget that exceeded $8 million annually for all marketing business units. Developed yearly marketing plan to support the goals of all marketing business units. Helped launch the crude oil business through execution of story-telling materials and media campaigns.Created and managed the first speakers bureau; ensuring executive visibility of all speaking engagements and ensuring consistency of message through presentation development for the executive team.

Assisted marketing and sales in creating and executing targeted marketing plans focused on revenue and growth targets, and increased brand awareness. Designed and produced sales collateral, advertising, direct mail, and events.Launched first digital asset management and inventory system saving the company millions in print costs.Helped grow the company’s international footprint in Asia; assisting account owners with customized high-touch marketing programs.Helped position BNSF as a leader in customer support by promoting the service center through media efforts and robust award programSupported customer retention goals through yearly regional executive customer events.

Created and executed annual domestic and international marketing plans that increased brand awareness and lead generation.

Designed and produced creative campaigns including advertising, direct mail, online, and events; elevating the company’s perception.

Helped build the company’s image as a leading-edge technology vendor. Redesigned all corporate communication materials including the company website, promotional items and annual reports. Developed creative campaigns targeted at some of the largest technology companies in the world.

Designed banners, brochures, logos, and buttons for community businesses and university activities. Created yearly, branded university Fine Arts Brochure outlining UNT Art Gallery events. Collaborated with artists to photograph and showcase their work in order to promote their exhibits. Worked with university organizations to develop, plan and design the yearly Campus Calendar promoting all campus activities.