Karl Withers Email & Phone Number

United States

Built out the Marketing function for Rochester-based sports entertainment startup including making key hires including the Content Team, Graphic Designer, VIP Manager and Social Media Director. In addition, added critical martech infrastructure by vetting and implementing HubSpot for CRM, website redesign and marketing automation. Supported the company's growth to $50 million+ in annual revenue. Separately, assisted a Rochester-based AI company in developing two new prospects and landing new assignments totaling over $100K in new revenue.

Rochester, Ny, Us

Brand Accomplishments:Built a brand ranked Top 5 in the Nation. Created a ubiquitous presence and featured actual patients and staff in brand messages and content to distinguish UR Medicine, which was ranked 5th most “humanized” health system out of over 200 nationally as reported in Becker’s Hospital Review in 2023.Rebranded the $4 billion clinical enterprise. Twice. Transitioned the clinical brand from Strong Health to University of Rochester Medical Center in 2008. Developed “Medicine of the Highest Order” drawing from the medical center’s origin story to establish a unifying positioning line that was broadly adopted and still used today. Conceived and proposed the switch to UR Medicine in 2013 in response to the strategic need to compete and operate as a system. Persuaded leaders across the University of the need and value for this change.Introduced UR Medicine in 2014 and forever changed how our staff and the people of our region identify where the best care is delivered. Sustained regional brand leadership. Fielded annual waves of research to assess UR Medicine’s lead in brand preference from 2008 – 2023. Marketing Accomplishments:Accelerated the end of a $300 million/month financial risk. Developed “UR Medicine Redesigned,” a low-cost animated campaign that helped restore 2020 patient volumes to pre-COVID levels two months ahead of projections.Developed new services to boost revenues and margins. Launched UR Medicine Fitness Science, a new fitness and athletic performance service. Led market research and launch to a projected $1M in annual revenue.Management Accomplishments:Strengthened Marketing. Expanded in-house and external creative, design, strategic, research, media and data resources to establish a digital-first function.

Founded the start-up advertising agency with two partners. Established the corporation and managed all administrative functions including budgeting, billing, account, human resource management and legal. Handled all aspects of account management. Pitched and won several brand assignments from the University of Rochester Medical Center, the Simon School of Business, the Warner School of Education and two local retail clients.Ran the agency profitably over two years.

Directed strategy development and campaign management for clients of the Rochester office of the global agency including Bausch & Lomb (ReNu contact lens care) and Element K (online learning). Managed annual campaign budgets of ranging from $750,000 to over $10,000,000.Launched new products including Ocuvite ocular vitamins and ReNu No-Rub contact lens solution. The Renu No-Rub launch resulted in a 2% market share gain during the 8-week launch.Led the formation of a New Business function within the agency. Solicited over 100 prospective clients. Won major assignments from Strong Health (Rochester-based health system), Watkins Glen International (race track, part of the NASCAR circuit) and Liebert (battery IT backup systems), a subsidiary of Emerson Electric over 18 months.

WCJ is the direct marketing agency of Young & Rubicam now known as Wunderman. Worked on the Xerox account marketing network laser printers and retail ink jet printers. Supported a major lead generation campaign for the Xerox Document Centre and Xerox Network Printers with account leadership staff from the New York City headquarters.

Webster, Ny, Us

Gained significant experience with brand identity and consumer packaging. Worked on major clients including Kodak (Office Imaging, Design Resource Center, Digital Imaging), Bausch & Lomb (Interplak Power Toothbrushes, contact lenses, ReNu multi-purpose solution, Sensitive Eyes saline), Upstate Farms Dairy Cooperative (milk), Seabreeze amusement park.

Led B2B project work as part of the Saatchi account team on the DuPont account. Worked on DuPont Safety & Environmental Resources, chemicals and refrigerants (SUVA).

Developed and implemented marketing programs targeting financial aid administrators nationally.

Began my career as an Account Executive Trainee. Learned all the essential functions of the ad agency including creative development, media planning and buying, print production, directory advertising and video production. Supported new business pitches with industry and company background summaries. Promoted to Assistant Account Executive and supported Kodak (Professional Imaging) and DuPont (Antron - Commercial Flooring Systems).

Master Of Business Administration - Mba, Marketing

Bachelor Of Arts - Ba, Economics

Bachelor Of Arts - Ba, Psychology & Economics