Kristin Mcdaniel Email & Phone Number

Austin, Texas, Us

Change Leadership | Strategic Initiatives | Omnichannel Marketing | Digital | Growth Marketing | Insurance & Health Benefits | Data Analysis | Innovative Solutions | Sales Enablement | Team BuildingJoined PE-backed organization after a number of acquisitions to deliver new marketing strategy and solutions to existing channels and help build out the marketing mechanisms launch strategic initiatives around primary verticals.Worked cross-functionally throughout a siloed organization to meet internal and end-user customer needs. Including building out new processes, and implementing best practices from legacy and acquired companies that allowed on-time delivery of new initiatives and growth channels.Increased lead volume for the field by over 80% by introducing new marketing functionality, listening to feeback, incorporating when appropriate, and leveraging rich, underutilized data leading to more accurate customer identification and enhanced reporting to determine marketing efficacy and go-forward focus areas & and marketing.For national programs, responsible for the digital channel (ecomm, RFIs, calls) that consistently was over plan with premium +42% to plan YTD, driven by call volumes and stronger than run rate conversion, andenrollments +21% to plan YTD. Digital efforts were able to fill the deficit with all other channels performing under plan

Chicago, Illinois, Us

Demand Generation | Brand Building & Positioning | Product Marketing | SEO & Website UX | SaaS | Buyer/Customer Journey | Innovative Solutions & Strategic Partnerships | Growth Marketing | Sales Enablement | Launched the brand into the SaaS and non-profit sector to differentiate Neon One in the marketplace with the goal of providing technology, thought leadership, and community to social good organizations to further their missions.Led a high-performing marketing team (brand, content, product marketing, demand generation) and worked closely with cross-functional executive team peers to build a collaborative environment and drive sustainable growth.Conducted market research to quantify TAM, SAM, and develop consumer insights partnering with Product Management to help drive organizational innovation.Delivered 86% of sales plan (goal of 80%) through Demand Generation (paid, SEO, and portfolio) since January 2022

Naperville, Illinois, Us

Distribution Production | Agent Communications | Customer Experience| Department Restructure| Technology Updgrades| Insurance | Reporting & Analytics | Charged with driving new net life insurance sales through team restructure, agent outreach and communication, and optimized processes and reporting.

Washington, Dc, Us

Global Communication Planning | Customer Journey Mapping | Market Research | Survey Development | BioTech | BioPharma | Consumer Science | Customer Profile Development | Business Development | RetentionGenerated strategic imperatives for business development efforts to meet ~$5M revenue goals after uncovering insights. Clients included Burt’s Bees, Takeda, Heron, and other pharma and biotech.

Lake Forest, Illinois, Us

SaaS | CRM | Salesforce | Product Development | Product Launch | Omnichannel Marketing Planning | Account-Based Marketing | Digital Marketing | Content MarketingAdvised on all aspects of marketing and sales support while serving on executive team reporting to the CEO.

Oak Brook, Illinois, Us

Pricing Analysis | Survey Development | Global Strategic Insights | Qualitative Research | Segmentation| Content Marketing | Member Acquisition & Retention | In this newly created position, served as an internal consultant to enhance marketing to meet long-term strategic initiatives. Oversaw internal creative function. Formalized and expanded social media channels to build the brand with a global customer base

Rock Island, Il, Us

Brand Positioning | Product Distribution | Department Restructuring & Team Building | Digital | Account Based Marketing | Retention | Segmentation | Market Research | Member AcquisitionI was recruited from Bank of America to revamp the marketing department. The department consisted of 20 individuals who managed all agent and membership communications, digital marketing, public relations, membership growth and retention. I also managed the P&L for the inside sales team.With no department leader for over a year the first order of busines was to speak with each team member to understand their role, tasks, motivating sources, and discover changes on their wish lists. It soon became very evident that there was a lack of understanding of roles and responsibilities and how these tasks laddered back to the company goals. I restructured the department, identified stop doings and start doings and built camaraderie amongst the team. We began to celebrate little wins along the way and do some activities together. From a divided team, we became a cohesive high-performing team that was awarded team of the quarter and one individual received Employee of the Year.During my tenure, I shifted the target market to a life stage approach that aligned the appropriate products with the cohorts and crafted messaging that resonated with each group and used the appropriate communication vehicles. This led to an increase in sales for two consecutive years.Instituting Account Based Marketing was an efficient and effective way to reach our agents, Accounts were segmented and received different messaging and training based on their tier.

Charlotte, Nc, Us

SVP Product Marketing Bank of America Home LoansPortfolio Marketing | Digital | Market Research | Insurance | Home LoansBank of America recruited me and 10 others to build out the Insurance division. It was an exciting time and a very entrepreneurial experience to build out a team, introduce all the processes and procedures, and develop agent training and collateral, as well as customer-facing digital communication. I oversaw all Consumer Insurance Products, including home, auto, renters, and life.When Bank of America found the agent model to not be scalable, it was sold off. The focus then turned to third-party carriers and I was reassigned to Home Loans and led the development of the Short Sale program. This, again, offered me the opportunity to assess the landscape, determine what resources were needed, and read a lot of government documents to assemble the communications plan. During this time, I managed a completely remote team.

Northbrook, Il, Us

AllstateMarketing ManagerGlobal Marketing | Regional Omnichannel planning- digital, radio, TV, OOH | New Product Rolllout Planning & Communications | Market ResearchAt Allstate my primary role was to work with the 14 different regions to build out omnichannel marketing plans that supported agents and aligned with the national brand work. It was a fantastic experience working with basically 14 different companies and helping to meet their various business goals. Where possible we localized the work to ensure that it resonated with the customers that we were trying to reach.There was a strong emphasis on targeted local campaigns when a new product, Your Choice Auto was launched. We soft-rolled in a number of markets before the national launch. I also spearheaded a concentrated effort in a few key cities that specifically went after GEICO. These efforts helped move the needle and retain market share.Allstate Canada was one of the regions that I worked with and they were having difficulty with the messaging that US Allstate was using and was afraid that it would not relate within both the French and English-speaking providences. They were also not in the top ten of insurance companies countrywide. This project allowed me to demonstrate how I could listen to company and customer concerns and develop new creative that was based in our focus groups in both English and French-speaking Canada, addressed the needs of these customers, and used appropriate Branding and language to align with the US campaigns and creative.

River Forest, Il, Us

Introduction to Marketing CommunicationsLeveraged industry experience and taught a required introductory marketing communications class to college juniors and seniors

New York, New York, Us

Leader of the interagency team responsible for developing and executing the integrated marketing plan for the product relaunch of the Back to Nature brand resulting in early success in the natural foods channel (cookie #2 in segment, crackers #3) with $10.4MM in salesKey contact for the Back to Nature and Boca brands. Provide the Brand Managers with assistance and recommendations on the marketing and creative strategies, management of the overall marketing budget, and ensured the consistent communication of the brand's positioning throughout all marketing channelsResponsible for the day-to-day management of the Back to Nature and Boca brands, including writing and developing strategies, creative production, and managing the marketing budgetConducted ongoing competitive analysis culminating in year-end report and presentation to key client executives identifying areas of opportunity to grow the brand

Developed television and radio creative strategies and led the creative development process from initial strategy, creative development through production. Resulted in an integrated television and radio campaign, which drove comp store sales to double digit growth Compiled and reviewed competitors' advertising efforts; preparing quarterly reports that highlighted key learnings and areas of opportunity for use in future strategy and program developmentSupported the national advertising campaign by creating local promotional extensions and press releases Facilitated the Hispanic adaptation of television and radio scripts for local market useManaged account support staff

Dairy Management, Inc. Strategically planned and executed Dairy Management Inc.'s retail TV program, resulting in increased sell-in across all retail channels and improved fulfillment of program needs Worked closely with Creative team to ensure client satisfaction on all creative including direct mail, in-store promotion, television and radioManaged the Account Coordinator and all daily aspects of Dairy Management Inc.'s retail Cheese Co- Marketing Program including media buying, legal clearance, production estimates, budgets, and status reportsManaged 4D database and all incoming program contracts and requests from Regional Marketing Managers

Masters Of Science, Integrated Marketing Communications

Bachelor Of Arts, Communications/Media