Serve as the strategic business partner for the commercial marketing activation teams with a focus on managing strategy development and execution of public relations and communications for all of Reynolds' brands. Responsible for aligning all brand communications strategy and planning with the Legal and External Affairs (LEX) team to ensure legal and regulatory compliance as well as focusing on reputation management. Lead the engagement of national, regional and local consumer, technology, innovation and trade media.

Added responsibilities for leading the team translating both the Gilbarco and Veeder-Root brand identities in both traditional and digital communication platforms. Directed content strategy and led the development of relevant content to build strong engagement with our customers, prospects and partners as well as growing an event strategy and roadmap to support the sales activities for both brands. Managed and delivered integrated communication campaigns aligned with brand and sales objectives. Developed, monitored and strategically utilized brand tracking and campaign success measurement in cooperation with the digital insights team for continuous review and optimization of roadmaps, strategies and concepts. Led the management of communications partner agencies and managed the brand and communications budget.

Responsible for leading the marketing positioning in North America for the world’s largest and most successful gas pump and related-industry technologies company. Collaborate with the product marketing team to create marketing campaigns for the launch of new products and services. Lead positioning of current products across varying market segments. Ensure the maintenance of company core values while leveraging new approaches and campaigns through traditional and digital spaces.

Responsible for enhancing the end-to-end Mack customer journey through utilization of the voice of customer (VOC) in an effort to identify the needs of the customer and develop customized solutions to transform the customer experience (CX). Charged with enriching the Mack brand experience by executing a total lifecycle communications and engagement strategy with the goal of improving market share, profitability and brand equity.Areas of Responsibility• Transform the Mack brand experience at retail and drive customer and employee engagement.• Develop and implement strategies to enhance the end-to-end customer journey from pre-purchase, purchase, post-purchase and re-purchase.• Utilize consumer insights to develop customer segmentation and personas and lead the development of strategies to improve customer experience and brand engagement.• Lead, communicate, monitor and continually improve cross-channel integrated global brand experiences.• Help lead Mack’s content development with a nine-part, episodic content series #ROADLIFE on YouTube and Prime Video. • Utilize Voice of Customer to proactively anticipate customer needs and exceed expectations driving improvements in customer satisfaction, loyalty and advocacy.• Development and ongoing execution of an enhanced product delivery experience focused on addressing customer needs, fostering loyalty and generating aftermarket parts and service revenue.• Continued optimization of Mack Trucks’ Global Brand Ambassador (Champion) Program with expansion to the customer experience (CX) as part of Mack’s global brand engagement strategy.• Direct all internal/external brand engagement and launch communications efforts for the launch of Mack Trucks' next-generation highway truck, the Mack Anthem• Lead a high-performing team focused on sales enablement and training of dealer sales professionals surrounding the total product offer while driving culture change at the customer level.

The global brand management and marketing group - part of the Volvo Group Truck Sales organization - seeks to maximize the Mack Brand by ensuring effective and consistent communication and delivery of the Mack brand promise. Guidelines and strategy set forth by the Mack Global Brand Team helps to establish brand synergies across regions and communicate the Mack brand framework across all business units including - but not limited to - internal constituents, dealers and customers.In addition, the Global Brand Management team develops and manages a global public relations strategy, along with an Employee Engagement Program and participation in the global marketing communications council, all with the end goal of ensuring effective communication of brand strategy and core attributes. The marketing group develops and coordinates communications strategies and guidelines for Mack Trucks globally.Key Achievements• Member of a high-performing global team responsible for the evolution and re-launch of the Mack Brand, including the introduction of a new global brand strategy, identity, framework and positioning.• Responsible for global governance and guidance of the Mack Brand in all facets of communications ensuring adherence to Mack Trucks/Volvo Group processes and best practices. • Development of Mack Trucks’ Global Brand Ambassador (Champion) Program as part of management of Mack’s global brand engagement strategy.• Produced resource documents for brand identity, communications, tradeshow/event, merchandise, licensing, sponsorship, social media, website design and mobile application design as well as assisting with aftermarket, product branding and dealer identity standards.• Creation of Mack Licensing, Mack Sponsorship and Mack Merchandise policies.• Developed Global Communications Guidelines and served as primary point of contact for all Mack communications.• Development of Mack brand advertising campaign assets in electronic, print and emerging media.

Promoted to lead a team of marketing and communications professionals across multiple verticals in three unique industries. Directed all facets of B2Band B2C brand architecture and marketing strategy, creative execution, awareness delivery (TV, print, online, OOH, social and emerging media, digital/electronic, targeted direct mail) and public relations for key accounts representing nearly 50% of The Sales Factory’s revenue. Earned product lifecycle and new product development responsibility for national hand tool manufacturer with annual sales of nearly $100 million. Key Achievements• Promoted to a senior marketing role with The Sales Factory’s largest account to execute product line review and line extension strategies with United State’s sixth largest retailer.• Directed new product development and go-to-market strategy for national hardware brand and brought four key new products to market in the first seven months. • Led key accounts in the hardware and hand tools, higher education and consumer packaged goods industries that accounted for nearly half of company revenue.• Directed digital marketing (SEO, SEM & PPC) and traditional awareness initiatives that generated $10.7 million in 11 months, a 67% increase in year-over-year metrics.• Implemented new internal and external communications initiatives for national hardware account that directly led to nearly $1 million in incremental business.• Expanded revenue of current accounts by nearly $1MM to help lead The Sales Factory’s year-over-year growth of 48%.• Oversaw a team honored with a 2013 ADDY Award for effectiveness in targeted direct mail advertising (76% yield rate).

Direct agency-wide media strategy for The Sales Factory’s entire client portfolio through strategy ideation, planning, negotiation, scheduling and procurement of all media including - but not limited to - traditional, digital and social media. Responsible for the management of a total media-purchasing budget in excess of $18 million. Ensure all media strategy exceeds company and client benchmarks while executing profitable campaigns. Manage future-focused media relations strategy for TSF’s clients through the development and maintenance of collaborative relationships with working media and publicity community across a wide array of product and professional service categories. Key Achievements• Expanded from a marketing role to a media strategy and media relations role focused on leading company revenue growth through expanded service offerings.• Led agency-wide media buying with oversight and management of domestic and international print, online, social and emerging media markets. • Implemented a strategic communications and targeted public relations campaign that led clients to category-leading share of voice and more than tripled domestic and international media coverage.• Secured nearly $1 million in new business that led the way for the Sales Factory’s year-over-year growth of 52%.

Responsible for the oversight of key accounts representing over 50% of total company revenue. Management included the development of national consumer-facing branding for clients including the creation and coordination of advertising and marketing campaigns, brand management and development, interactive and creative development, direct marketing, social and emerging media marketing, media buying, strategic consulting, public relations management and sales strategy implementation with oversight of a total advertising budget in excess of $4.5 million. Key Achievements• Pioneered consumer-facing branding for clients that garnered a nearly 30% increase in sales in a competitive hardware market during the 2010 fiscal year.• Managed a successful social media campaign that expanded clients’ online community by nearly 30,000 members and saw a sentiment balance increase of 14%.• Introduced and supported two new product lines in less than six months for national hardware client that saw a reinvigoration of a stagnant category and increased sales 24% nationally. • Earned a 2011 ADDY Award for direct mail media and three 2011 North American Retail Hardware Association (NRHA) Packaging and Merchandising Awards for innovation in packaging design.

Appointed to role for expertise in crisis communications and public relations policy-crafting during a time of successive, politically sensitive transition and change at university leadership level. Complemented primary accountability for media relations and communications with increased responsibility for departmental budgeting and personnel management. Full ownership of department marketing, internal and external communications, PR, website, all publications, media buying, event management and advertising while controlling a $250K+ annual marketing budget. Spearhead all aspects of creative, media, advertising, branding and sponsorship for the University. Key Achievements• Streamlined forecasting, purchasing and financial control and outsourced services via RFP tactics to raise athletic media relations budget by 150% and facilitated considerable cost-savings.• Spearheaded a fully-integrated, cost-saving “green” digital marketing/communications plan in place of print, resulting in 30% reduction in spend and an approximate cutback of 25% in resource wastage. • Navigated a prominent increase in media coverage for the athletics department by over 40% internally and 60% externally.• Innovated and deployed a strategic publication campaign for external recruitment, resulting in annual enrollment rate increases of 13 percentage points (from 4% to 17%) over a 2-year period.• Pioneered a talent development program for university students on the media/PR track and negotiated valuable full-time placement for 5 program participants.

Obtained a unique position leading design and delivery of targeted internal and external media campaigns, collateral, marketing materials and launch of the WSSURams.com website to increase visibility and brand awareness. Key Achievements• Won Media Relations Director of the Year Award for 2003-2004 for CIAA conference.• Nominated for and won a CoSIDA “Top-10 in the Nation” publication award for the conceptualization and compilation of men’s football publications that reached over 250 media markets.• Spearheaded total redesign and successful launch of new University athletics website, generating 302% increase in website traffic within first 12 months of installation.• Repositioned an underperforming and hemorrhaging department to positive recognition through continual use of best practice cost-savings procedures.• Served integral role on University research committee on the implementation of a comprehensive branding campaign; drove brand value and overall advertising uniformity through personal authorship of the official style guide and introduction of innovative marketing and branding standards.