Lauren Murphy Email & Phone Number

Boston, Ma, Us

New York, New York, Us

San Francisco, California, Us

Lead a talented marketing team across paid, organic, content, SEO, email, creative, and PR at Springboard, an innovative EdTech start-up. Drive brand strategy, consumer insights, and data-backed decision-making across direct-to-consumer, university-branded, and B2B business lines.Focus Areas: Brand Strategy | Consumer Insights | Integrated Marketing | Performance Marketing | Team Leadership | Cross-Functional Collaboration

Houston, Texas, Us

Launched Rhythm Energy, a 100% renewable energy company backed by private equity, in the competitive Texas market. Led brand strategy, consumer insights, messaging, media, and measurement. Developed consumer-facing brand touchpoints across above-the-line, below-the-line, and owned channels. Drove adoption of research-backed brand guidelines to ensure consistent positioning. Focus Areas: Go-to-Market Strategy | Brand Development | Agency Management | Integrated Marketing Campaigns | Product Launches

Needham, Ma, Us

Led team of marketers in developing global brand strategy and integrated marketing programs for world’s largest travel site to increase relevance, consideration and affinity. Developed global brand strategy and leisure traveler segmentation through qualitative and quantitative research with 10K travelers in 11 international markets, serving as foundation for transformation initiatives, including creation of new identity, creative campaign and media strategy. Co-led marketing planning, including market prioritization, communications architecture, creative development and partner activation, optimizing marketing spend to achieve return on investment goals. Partnered across functions and business units by building tools and frameworks to support Corporate, Product, Innovation, Sales, PR, Social and Digital teams in planning and executing roadmaps that ensured brand was articulated and target customer was considered on every surface and in every touchpoint.Focus Areas: Strategy | Cross-Functional Leadership | Integrated Marketing Campaigns | Brand & Marketing Measurement

Needham, Ma, Us

Co-led cross-functional team of marketers, product managers and analysts. Generated member insights to deliver acquisition, engagement and revenue onsite and through CRM. Built competency for member analytics creating the business case to establish the Member Growth Team and enabling informed business and product decisions through Lifetime Value (LTV) Analysis and Recency, Frequency and Monetary (RFM) Segmentation. Achieved member acquisition growth of 8% year-over-year by spearheading member growth strategy, onsite A/B testing and feature launches. Improved member repeat vs control 12% through development of re-engagement email campaigns, resulting in revenue win in excess of $1MM annually.Focus Areas: CRM Analytics & Measurement | A/B Testing | Lifecycle Marketing | Objectives & Key Results (OKRs) Development

Needham, Ma, Us

Recruited to head team of researchers and analysts to identify and ideate solutions against consumer needs, site usability challenges, product innovation opportunities and brand strengths and weaknesses. Managed $1MM research budget, completed 80 studies, reached over 65K consumers and influenced 100+ product specs and marketing briefs in 2017. Established enterprise-wide framework for traveler understanding by uncovering trip mindset, activities, needs and pain points through the development of the company’s first-ever Traveler Journey based on qualitative, quantitative and digital tracking research. Developed methodology and coached team, executing broad-scale study to evaluate collective impact of site design / user experience (UX) decisions and identify drivers of site clutter. Foundation of site-wide redesign in 2017.Focus Areas: Study Design | Quantitative & Qualitative Research | Insights Development & Application | Analytics & Measurement

Boston, Ma, Us

Lead strategic partner to clients to determine positioning and growth opportunities through market, consumer and brand research / analysis in CPG, Financial Services, Travel and Retail spaces. Worked to solve business problems through brand strategy, marketing planning, creative performance assessment, product positioning, segmentation, source of volume analysis, portfolio management, new market entry and white space identification. Defined global brand positioning and architecture for large US beverage brand and led 15-member client team in developing global playbook, propelling “one brand” vision with go-to-market flexibility by country. Created brand extension product roadmap, increasing sales of leading US food manufacturer through proprietary “brand stretch” framework which sized and prioritized opportunities based on market dynamics, quantitative consumer research, and executional feasibility.

Plano, Texas, Us

Led external agencies in executing integrated national marketing programs. Identified key partnerships and developed in-store displays, packaging, digital activations and in-person events. Directed cross-functional teams in execution of 7 integrated campaigns, yielding $300MM in sales across Lay’s, Doritos, and Tostitos brands. Managed 25 NCAA and NFL team sponsorships, resulting in strong consumer pull and revenue performance 1.4pts higher than in non-sponsorship markets. Quickly advanced through a series of roles including Marketing Manager - Portfolio Media; Associate Brand Manager - Portfolio Strategy & Activation; Assistant Brand Manager - Dips Brand Team.

Benton Harbor, Michigan, Us

Responsible for Whirlpool premium brands (KitchenAid and Jenn-Air) marketing strategy projects, focusing on trade and consumer messaging, website redesign and cause marketing.

Washington, Dc, Us

Developed messaging, positioning and investor targeting strategies for publicly traded small-and mid-cap clients based on business priorities, company strengths and weaknesses, and stock valuation. Managed account teams of ~4 analysts on project work generating revenue up to $100K and led relationships with 6 retainer clients accounting for over $1MM in annual revenue. Relocated to lead the Boston Office (2005), focusing on business development, overseeing HR and day-to-day operations. Promoted 5 times in 4 years.

New York, Us

Built models of future insurance claims and resulting liabilities related to environmental and business interruption events for Fortune 500 companies to drive insurance settlements of $50MM+.

Mba | Master Of Business Administration

Bba | Bachelor Of Business Administration, Finance