Miriam Giachetto Email & Phone Number

Cincinnati, Ohio

Whether you’re looking for a head of marketing, not sure if you need one, or simply need a fresh perspective on your marketing plans, we can help bridge the gap on a contract consulting basis. I’m especially passionate about working with nonprofit and socially responsible organizations.Lead marketing strategy and brand development in marketing services consulting practice. Specialize in marketing campaign management, customer experience, market research, content development, and go-to-market plans for B2B and B2C clients – from global companies to start-ups and nonprofits.As marketing lead and strategist for key clients, analyzed current marketing mix, identified drivers of performance, and developed marketing solutions to achieve client objectives. Set strategy and project manage all aspects of the marketing function.Provided thought leadership on strategic direction and issues related to branding, marketing, positioning, customer experience, and acquisition. Client deliverables included marketing and branding plans, content creation, and product initiatives with multi-million dollar revenue value. * Developed and implemented strategies for increasing customer engagement and improving the customer experience, through multi-channel delivery and integrated marketing programs. New marketing initiatives increased trial >30%.* Identified and interpreted key industry trends to help define a new customer segment currently being underserved. Led market research, defined target customer needs, and identified new acquisition and go-to-market initiatives that expanded market share opportunity >25%.* Designed e-commerce marketing strategy and roadmap to migrate retail customers online, resulting in improved customer lifetime value across channels.* Created brand strategy to reposition and reinvent a category-leading brand, resulting in expanded target market and increased growth of >20%.

Cincinnati, Oh

Head of Marketing for specialty packaging company serving commercial, consumer packaged goods, and retail categories. Led strategy development and implementation of all marketing programs, including branding, lead generation, digital marketing, content development, and communications. Drove company growth objectives by leading market research and identifying / evaluating new market opportunities.* Created and implemented digital marketing strategy, including new website development, content creation plan, email marketing, SEM and SEO, and social media. New initiatives tripled lead generation.* Led comprehensive company rebranding effort, including brand identity development and redesign of all marketing and customer touchpoints. Brand repositioning and content development resulted in expanded target markets growth >50%.* Developed integrated customer acquisition and reactivation marketing strategy that increased engagement >20% and incremental revenue >5%.* Launched new e-commerce sales channel on Amazon. Led all strategic and tactical implementation and managed Amazon advertising campaigns, resulting in incremental revenue.* Initiated and led sustainable packaging marketing initiatives. Developed digital marketing campaigns and created content across channels, resulting in increased organic traffic and highest lead revenue to date.

Cincinnati, Ohio

Marketing leader for B2B software (SaaS) technology company. Led the comprehensive marketing strategy – from building the team, to developing and selling the marketing strategy, to executing the plans.Directed marketing and brand strategy, digital marketing, product positioning, lead generation, and go-to-market plans and events to increase prospect demand, customer acquisition, and retention.* Initiated and launched new digital marketing strategy that acquired prospects through multiple channels, including SEM, e-marketing campaigns, and display advertising; initiatives more than tripled lead volume. Created new online brand presence and led website redesign, resulting in increased traffic +40% and highest conversion to date.* Evolved the brand identity to increase visibility of the iSqFt brand. Developed the company’s first integrated software solutions brand strategy and led brand revitalization plan, including brand positioning, core messaging, value proposition, and marketing materials execution. Updated brand architecture and product portfolio naming hierarchy to modernize and evolve the core product lines and optimize for target customer segment growth.* Initiated and led the first formal market research plan, leading to the Voice of the Customer adopted in decision making and business initiatives.* Expanded team structure and responsibilities to increase value to the company. Managed department of over 20 professionals in marketing, CRM (Salesforce.com), communications, and call center.

Cincinnati, Ohio

Marketing leader for global retail and e-commerce financial services and lending company. Developed multi-year strategic marketing plan, roadmap, and budget to support corporate goals. Strategic and tactical responsibility for entire marketing mix, including national and local advertising and media, retail marketing and store environment, and online marketing. * Initiated and led the company’s first brand marketing strategy. Developed compelling positioning that differentiated the company in the market. Championed new brand positioning and created an integrated, consistent brand experience. Upgraded all consumer touch points and messaging, which improved brand image and raised brand and purchase consideration 10+ points.* Launched the first digital marketing strategy and interactive rebranding effort, including website redesign, PPC, and e-marketing campaigns, increasing traffic 15% and online conversion >30%.* Created retail store experience vision and implementation plan, including new store-of-the-future and in-store merchandising presentation, resulting in improved brand ratings and reduced operational costs >25%.* Initiated new acquisition direct marketing campaign strategy, resulting in 10% customer growth at lowest acquisition costs. Increased investment after first year’s success, and ultimately replaced all non-targeted traditional marketing.* Created a results- and metrics-oriented culture in Marketing. Introduced disciplined marketing testing methodology and performance measurement process to measure and validate advertising ROI. Media mix optimization resulted in reduced expense in baseline advertising plan, while increasing reach.* Demonstrated success building Marketing organizational capabilities through process design, organizational development, and recruiting. Restructured department responsibilities and created a true high-performance strategic marketing team, resulting in expanded functional expertise and increased value to the company.

Cincinnati, Ohio

Led retail marketing strategy and go-to-market initiatives for category-leading LensCrafters optical brand. Led product marketing launch plans, and directed local advertising and new store openings, market research, brand tracking, and concept testing.Set the pace for “what’s next” using consumer insights. Directed marketing initiatives from concept-to-consumer, including ideation, concept screening, in-market testing, and national expansion. Created and implemented integrated retail promotion and traffic-driving campaigns across all stores; and directed retail store execution and point-of-sale to support activities. Developed and tracked metrics and analyzed ROI for all marketing campaigns; evolved marketing plans based on success criteria.Led cross-functional teams in the development and execution of national marketing campaigns, resulting in increased sales, reduced discounting, and improved OI. Provided vision and leadership for team execution, resulting in consistent YOY sales growth and continuous improvement of retail promotions.Developed integrated product marketing launch plans for commercialization into new segments of the category, which increased sales and expanded user base and retention. Launched category-changing RxSun and Specialty products that generated incremental multi-million dollar revenue.

Cleveland, Ohio

Managed product P&L and marketing team in medical device and OTC products division in healthcare category. Led distributor and consumer marketing plans, identified strategies for penetrating major markets, and drove new product development priorities to deliver divisional objectives. Directed product line and lifecycle management, pricing strategy, retail packaging, and inventory / distribution planning.Led the development and introduction of new product portfolio to penetrate targeted long term care market. Successfully integrated brand marketing, product management, and customer service functions of business acquisition, creating a viable new product category for the company.

Cleveland, Ohio

Led category marketing for industrial and automotive films markets. Directed product management, new product development, pricing strategy, inventory planning, and product training. Led trade marketing and market development in existing and new markets.Developed and launched new products and marketing programs in mature markets, resulting in sales growth >50% over 2-year period at key accounts. Led marketing development efforts and launched product lines in Latin America. Created and implemented marketing programs to support and differentiate distribution channels. Managed Avery brand and trade marketing programs to drive customer sales and influence end users. New certified distributor program significantly increased sales at targeted accounts.

Mba, Marketing

summa cum laude Dean's Academic Achievement Award

Bsba, Marketing, Management

magna cum laude