Meredith Ferguson Email & Phone Number

Parsippany, Nj, Us

GLOBAL BRAND STRATEGY | CORPORATE DIGITAL AND SOCIAL MEDIA MARKETING | EDITORIAL AND CONTENT PLANNING | OPERATIONAL EXCELLENCE Lead the Brand Strategy, Planning and Operations group, which is responsible for Corporate Brand Architecture & Standards, Corporate Digital and Social Media Marketing, Digital & Creative Services, Digital Communications, Brand Strategy, Digital Content Channel Management. This team also supports operational excellence across the Corporate Affairs, Communication, and Sustainability team, including centralized accountability for Editorial and Content Planning, Measurement and Evaluation, and Department Operations to drive strategic alignment across the team.

Parsippany, Nj, Us

STRATEGY AND PLANNING | OPERATIONS LEADERSHIP | MARKETING MEASUREMENT & OPTIMIZATION | TEAM TRAINING & DEVELOPMENTServe as strategic consultant and trusted thought partner to the Head of Diagnostics Marketing on matters relating to strategy and marketing performance, process and planning, and team organization and development; member of the Marketing Leadership Team & Diagnostics Leadership Team during the establishment of the new Diagnostics Business Unit. Act as a proactive champion for Marketing and key collaborator across the Leadership Team, Sales, Global Commercial Development, Lab Operations, Distribution, and other Zoetis functions to foster connections and gain alignment. Leverage data and insights to improve marketing efficiency and performance of key brands, channels, and campaigns. Directly supervise three team members. ● Developed marketing measurement framework and maintain KPI dashboards and quarterly President’s Review analysis that drive the delivery of effective marketing programs.● Spearhead the development of key reports and analysis we need to manage the business; serve on multiple committees as Marketing point person for back-end systems integration and lead routing to optimize field force visibility and access to Marketing Qualified Leads (MQLs).● Orchestrated the 2023 Operating and Tactical Plan processes (templates, training, timeline) ensuring alignment with the Diagnostics Business Unit strategy.● Manage lead gen tool training and integration among the Diagnostics Marketing team helping to create dozens of targeted campaigns resulting in nearly 4,000 MQLs in 2022 for the field force.● Led the development, roll out, & training of the revised Marketing Competency Models across the U.S. Marketing Community (Diagnostics, Petcare, Cattle, Pork, Poultry, Equine) providing a streamlined set of skills required for core marketing functions and identifying clear areas for development.

Parsippany, Nj, Us

STRATEGIC OPERATIONS | MARKETING MEASUREMENT & OPTIMIZATION | LEARNING & DEVELOPMENTServed as chief of staff and trusted thought partner to the Vice President of U.S. Petcare Marketing and Vice President of U.S. Diagnostics Marketing on matters relating to marketing performance, process, and team organization and development; a member of the Marketing Leadership Team & Petcare Leadership Team. Ensured alignment of business objectives and operations across marketing strategy, planning, measurement, and reporting. Leveraged data and insights to improve marketing efficiency and performance of key brands, functions, and campaigns. Directly managed growing operations team (grew from one person to six people). ● Spearheaded the development and tracking of marketing KPIs tied to leadership objectives and established shared goals across the Marketing team to ensure we were working toward these goals as a cohesive unit.● Managed key stakeholder buy-in and expanded use of Marketing Mix Models to effectively measure the ROI of individual channels and enable optimized allocation of marketing spend across channels accounting for ~$25MM in incremental revenue opportunities on the same marketing spend across six key brands. ● Led the successful adoption and integration of a key lead gen management tool working with brand marketing leads to execute dozens of targeted campaigns that generated over 50,000 Marketing Qualified Leads for the field force.● Guided the 2022 Petcare Ops Planning process to ensure a coordinated, cross-portfolio approach to our channel and customer strategies. ● Identified needs and developed a training plan for the Marketing team to ensure they had the tools and training they needed to succeed in their careers at Zoetis.

New York, Ny, Us

STRATEGIC OPERATIONS | MARKET INSIGHTS & ANALYTICS | MARKET ENGAGEMENT & POSITIONING | BRAND ADOPTION | CUSTOMER EXPERIENCEOversaw and developed agency framework, strategic planning and visioning, new business development, and business operations for the marketing strategy consultancy dedicated to Millennial/Gen Z consumer engagement worldwide. Partnered as a thought leader to C-suite clients to shepherd progressive market strategies and business growth. Client portfolio includes PINK, PwC, The Wilderness Society, Habitat for Humanity International, GE, Johnson & Johnson, National Resource Defense Council, Spotify, Viacom, and Nike.● Redesigned agency business model that resulted in advancing agency growth by 32.5%, organic client growth from 18% to 63%, and new client acquisition by 27%.● Oversaw major client strategy work, including competitor analysis, business insights, customer segmentation, channel strategy, and commercial partnerships to achieve goals and close performance gaps; identified key marketing opportunities related to a brand’s purpose-driven ethos and devised innovative marketing solutions to engage a skeptical and hard-to-reach customer segment.● Spearheaded new data initiatives that uncovered valuable consumer insights to advance brand culture, change brand perceptions, and drive business growth.● Architected cross-functional teams and resource optimization on behalf of our clients to ensure they were set up to effectively operationalize the long-term brand strategies and goals we proposed.

Cincinnati, Ohio, Us

BRAND STRATEGY & TRANSFORMATION | CONSUMER INSIGHTS & ANALYTICS | MULTI-CHANNEL MARKETINGEngineered and led customer-centric brand and market strategy as a thought partner for key clients; effectively advanced brand reach and relevancy for national brands across digital, social, TV/OTT, radio, print, and direct mail. Launched premier campaigns for national brands, outperforming revenue, and profit goals. ● Led the largest book of business amounting to over $12M in annual retainer billings and over $40M in annual media billings; managed and mentored 8+direct and 40+ indirect full account services team.● Spearheaded new business initiatives resulting in over 14 agency-of-record account wins, exceeding $20M.● Leveraged market analytics, research initiatives, consumer behavior insights, trend analysis, and market assessments to drive organic business growth, client retention, and new business development. ● Client Portfolio: Sam's Club, LasikPlus, Marco's Pizza, Western & Southern Financial Group, AdvancePierre Foods, Ohio Lottery, Ohio for Responsible Gambling, GiveThemTen.org/Joanie Bernard Foundation, White House Black Market, OSU Wexner Medical Center.

Cleveland, Oh - Ohio, Us

LEAD GENERATION STRATEGY | CONSUMER INSIGHTS & ANALYTICS | BRAND POSITIONING Ran point for the premier lead generation account, Champion Windows and Doors, a formidable agency engagement driving over 20% of agency total revenue. Grew account engagement from 10 to 75+ markets; advised cross-selling, up-selling, and targeted marketing strategies/opportunities by leveraging CRM system.

Cleveland, Ohio, Us

Led client development for high-priority clients and global brands; spearheaded branding and growth marketing campaigns that advanced market share and safeguarded brand identity across integrated marketing initiatives. Guided business-building solutions strategies inclusive of qualitative/quantitative analytics, brand influence management, and business strategy planning.

Cleveland, Ohio, Us

Doctor Of Law (J.D.)

Bachelor Of Arts, B.A., Journalism