Championed an enterprise-wide approach for brands to create and communicate tangible commitments and contributions toward Danone’s global One Planet One Health vision. Aligned strategic objectives between Business Units, Sustainable Development, Public Relations, Communications, and Public/Government Affairs to produce a marketing model that could be applied to all brands.• Pioneered creation of a new framework and facilitated 10+ workshops to bring sustainable development contributions to… Show more Championed an enterprise-wide approach for brands to create and communicate tangible commitments and contributions toward Danone’s global One Planet One Health vision. Aligned strategic objectives between Business Units, Sustainable Development, Public Relations, Communications, and Public/Government Affairs to produce a marketing model that could be applied to all brands.• Pioneered creation of a new framework and facilitated 10+ workshops to bring sustainable development contributions to brand strategies, a new frontier for Danone that delivered brand-specific actions, messaging and executions to support brands’ purpose and manifestos.• Orchestrated two brainstorm sessions, partnering with local and global teams and agency partners, ultimately delivering five integrated, holistic brand activation ideas ready for consumer testing and integrated plan development.• Developed a cross-functional team responsible for flawlessly executing intricate preparation for Horizon Organic Carbon Positive launch; led steering committees and stakeholder governance councils, which led to public announcement exceeding both timing and budget goals. Show less

Directed and inspired a team of 25, overseeing consumer engagement and integrated marketing strategy on seven national brands and several start-up brands, ranging in size from $20M to $1B, responsible for building human connections between brands and consumers, resulting in brand affinity and loyalty. Served as primary marketing advisor to all brand units, business leaders and agency partners on campaign goals and approach required to achieve holistic integrated campaign strategy.• Oversaw… Show more Directed and inspired a team of 25, overseeing consumer engagement and integrated marketing strategy on seven national brands and several start-up brands, ranging in size from $20M to $1B, responsible for building human connections between brands and consumers, resulting in brand affinity and loyalty. Served as primary marketing advisor to all brand units, business leaders and agency partners on campaign goals and approach required to achieve holistic integrated campaign strategy.• Oversaw the development of strategic integrated marketing plans for all NA brands, including paid media, social, website, influencer, PR and brand activations across entire ecosystem, partnering with brand teams, cross-functional teams and agencies, with broad portfolio responsibilities for all creative agency relationship management.Brand Strategic Foundations • Managed multimillion-dollar campaign budgets, incorporating consumer insights, nuanced target market segmentation and message testing to ensure communication strategy efficacy.• Led initial development and company-wide expansion of Consumer Engagement (CE) model across integrated Danone North America organization, supporting all North American (NA) business units, representing over $6B in net sales.• Steered development of Silk’s Progress is Perfection brand campaign, ensuring holistic production approach to enable greater consistency of brand expression across full consumer experience, ensuring Silk appeared with a distinct, recognizable personality across full spectrum of marketing touch points, resulting in direct business impact through higher engagement and stronger emotional connections. Campaign directly contributed to returning business to share growth. Show less

• Pioneered and led the development of event identity and promotional materials for Madison Museum of Contemporary Art (MMoCA), including print, OOH, direct mail, and collateral pieces such as invites, event brochure and tickets. Gained large community awareness resulting in a sold-out opening preview event, building a solid foundation for Hiebing’s future contracts with MMoCA. The campaign was honored in Communication Arts with its Top Integrated Design Award, and received First Place in an… Show more • Pioneered and led the development of event identity and promotional materials for Madison Museum of Contemporary Art (MMoCA), including print, OOH, direct mail, and collateral pieces such as invites, event brochure and tickets. Gained large community awareness resulting in a sold-out opening preview event, building a solid foundation for Hiebing’s future contracts with MMoCA. The campaign was honored in Communication Arts with its Top Integrated Design Award, and received First Place in an annual American Association of Museums (AAM) design competition. • Launched a new health care fee-for-service program (Dean Refresh You) for Dean Health System—in a highly competitive and expanding market—defining target market and strategy that anchored marketing communication. Crafted an integrated launch plan that included web-based community, print and broadcast media. Structured contest for program launch; drafted rules and collaborated with legal counsel. Outcome proven successful via member registrations of—and repeat visitors to—online community. Show less

• Led creative development of new product launch and two new market expansion campaigns by identifying target markets and developing communication strategies rich with consumer insights from focus group research. Orchestrated a seamless project plan for creative development to ensure all deliverables were met. Multimedia campaigns involved video, radio, print, outdoor, and digital, building brand awareness.