Sue Spaight Email & Phone Number

Milwaukee, Wi, Us

Milwaukee, Wi, Us

Member of Executive Leadership Team. Lead and oversee insights and strategic development for clients and the Core business. Accountable for the quality of our insights and strategy work and high client satisfaction.•As a strategic facilitator, I recently led breakthrough brand strategy and employer brand development for one of the top health systems in U.S. Population Health, as well as service line positioning for their cardiovascular and cancer service lines. Co-presenting the brand work at the SHSMD conference. •Completed multiple training programs on human-centered design/design thinking and am leading this creative innovation practice with our team and clients.

Milwaukee, Wi, Us

Customer research, insights and strategy leader. Responsible for development/mining of customer insights and marketing, brand, digital and content strategies for clients. Specialty in healthcare and health brands. •Worked with healthcare systems to optimize COVID-19 messaging strategies. Led research on vaccine adoption for a top Southern children's health system and co-presented strategy at SHSMD conference.•Implemented new quantitative research platform and completed quantitative market studies for healthcare system including community masking attitudes and behaviors and employee benefits attitudes. •Led brand definition for Midwestern health care system, in collaboration with client's additional research and strategy partners. Client said we took their foundational work and "took it to a whole new level." •Helped win new regional hospital and clinics client; led rebranding process including interactive strategy workshops. Client was extremely satisfied with our work and how we captured their style of care in a consumer-relevant platform. •Led rebranding discovery and strategy for a highly complex service brand. Client was thrilled with the DNA-appropriate articulation of their brand.

Collaborated with GS clients and teams on customer insights, digital strategy, brand strategy and content strategy. •Developed strategic models and digital/brand strategies for clients including Northwestern Mutual, Harley-Davidson and Aurora Health Care. Facilitated brand strategy workshop exercises. •Acquired customer insights and built brand strategies for AddeoFit, Zoom North America and agency business development efforts. •Worked on omnichannel content strategies for HOG Magazine. •Led successful proposals to acquire two new clients in Q4 2016, in healthcare and CPG categories. •Led agency's social media strategy, implementation and reporting. Established strong team of six internal content contributors, developed successful new process and guided execution. •Added social media as agency discipline, with a new national client brought to agency by professional relationship of mine. •Started at GS as Brand Strategy Lead in 2014. Transitioned to Director of Marketing and Insights in 2016.

Partner with freelance clients with smaller budgets - often non-profit organizations - on brand strategy, social media planning and content development projects. This work is for brands that need a solid strategic foundation on which to build their marketing programs and/or need help with content creation. My focus is on ensuring that not only do clients have the strategic insight needed, they also have the level of detail and clarity they need in order to successfully execute programs themselves. •Conducted in-depth analysis of nonprofit healthcare client's numerous digital media channels. Created two-year strategic vision and roadmap for focused and improved social media engagement. •Built new brand value proposition with secondary education client and wrote their website copy to bring it to life.

Milwaukee, Wi, Us

Led development of client brand, communication, digital and social marketing strategies for a variety of clients and business development efforts. Led/participated in implementation of numerous and varied digital/social initiatives. Counseled clients on how to use digital and social media with a strategic purpose. Wrote and spoke on topics in digital/social media strategy.•Led strategy and oversaw website, social media/ambassador development, media relations, and PPC execution for Dirty Girl Mud Run. Program created substantial increases in audience engagement and generated high volume of blog coverage and media coverage, which led to increased conversion to registrations. Added social media as new agency discipline. •Architected integrated online marketing program for new healthcare client, a business which was generated from a personal relationship of mine. Oversaw execution of website, PPC, display and social program which resulted in significant offline conversions.

Us

•Led account management team and hired/directed digital team in Milwaukee office for first year; then oversaw strategy, digital and creative. •Led acquisition of significant new client relationships

Milwaukee, Wi, Us

•Played leading role in winning six new accounts over two years, significantly diversifying client base•Established three new external partnerships that strengthened agency capabilities in key areas of customer experience, media relations and social media•Implemented Facebook program that in one week moved teenage influencers to drive results, creating case study that contributed to two new business wins

•Responsible for planning and execution of all client research initiatives, including numerous qualitative and quantitative studies; authored questionnaires, moderated focus groups•Created strategy behind Potawatomi Bingo Casino brand campaign, which markedly increased unique visitors, customer loyalty and casino revenue •Created Potawatomi Bingo Casino Full Moon Frenzy promotion, which accomplished the challenging objective of significantly increasing off-peak (2AM) casino traffic•Authored a comprehensive brand communications plan for Embassy Suites Waikiki Beach Walk, converting a dissatisfied client to an enthusiast•Created strategy for Metavante brand that helped drive double-digit direct marketing response rates and inbound calls from challenging C-level audience

Minneapolis, Mn, Us

•Led Kelly-award winning campaign for Harley-Davidson motorcycles•Crafted research and strategies to extend appeal of Harley-Davidson brand to younger audiences•Created and championed strategy behind repositioning for Harley-Davidson MotorClothes which substantially improved perceptions of the brand•Managed communications for technology businesses including original consumer launch of Gateway computers, PictureTel videoconferencing and Zing interactive television•Earned three promotions in five years

Managed research, strategy, creative and production for DowBrands businesses

•Managed all communications for American Airlines Central Division, travel trade and European markets. •Promoted from assistant to AE after first year•Earned unsolicited written accolades from client to senior agency management•Introduced new brand review system to be followed by all agency accounts, referred to as the "Gold Standard"

Ba, Journalism/Advertising

Certificate, Photojournalism

Education record