Renee K. Coughlin Email & Phone Number

Norwalk, Ct

Led all marketing efforts for private equity owned pet care services provider with 42 Centers nationally including the exclusive pet care provider for Walt Disney World Resort Orlando, managing 200K clients with 300K pets. Reorganized marketing team to capitalize on individual strengths and drive productivity and efficiencyDeveloped brand positioning and integrated in all internal and external communications for consistent messaging Leveraged grassroots events and mobile Treat Truck tour to generate significant publicity for brand Developed TV and outdoor campaigns including creative execution and media buyExpanded social media presence on Facebook and with online advertising Spearheaded website strategy and development; including mobile website Revamped in-center merchandising to enhance lobby décor and better communicate brand imagerySpearheaded the new design and remodeling of Doggy Day Camps to better reflect brand messaging Managed in-house graphics design for POS, selling brochures and materials development across all services; upgraded brand images to more compelling creativeSignificant business turnaround resulted, ultimately securing successful sale of company

Worked as Chief of Staff for Division CMO with wide range of responsibilities including organization structure, staffing, funding, culture development, process protocol and team building. Led process to clarify roles and responsibilities of senior marketing team, establishing process protocol for engaging with other business units and brand teams. Provided guidance and coaching to personnel with development issues. Served as marketing leader for Foodservice sustainability efforts. Developed and launched sustainability webinar to train organization on key initiatives.

Led PepsiCo Foodservice Customer Marketing organization of 30 people nationally. Delivered insights driven solutions as key competitive point of difference for priority customers across multiple channels of business, including restaurants, business/industry, convenience/gas, and travel/leisure. Led marketing efforts for customer renewals and new business development. Secured major, high-profile new business wins such as Harrah's and Starwood Hotels, receiving five “Vendor of Year” awards from new and existing customers. Managed promotion agency retainer, contract negotiation, and ongoing contract management.Established people management as priority, focusing on performance calibrations and individual development plan objectives for all employees.

Responsible for key strategic beverage line in PEP portfolio including new product development, agency management, creative development, graphics, website, promotional concept development and materials execution. Managed creative copy and execution of radio and print advertising. Liaised with PepsiCo leadership and bottling organization.

Managed East region sales team. Improved team productivity significantly, utilizing Miller Heiman strategic selling skills.Participated in all contract negotiation for business renewals and new business opportunities, including 7 yr. renewal for largest B&C customer and multiple new customer acquisitions.

Guided national marketing team, with primary responsibility of ensuring bottler engagement in key PCNA strategic imperatives, such as new retail product launches, expanded distribution of niche brands, national promotion execution, and diversity training.

Implemented test market and national launch of new brand. Responsible for profit and loss management, advertising copy strategy and creative development for POS, billboard and print. Oversaw packaging and promotion development, bottler franchise agreement, royalty assignment, distribution strategy and manufacturing process.

Mba, Marketing

Bba, Marketing, Management