Deborah Barnett | Freelancer Resume

rt isi ng Ad ve Br an di ng sa gi ng M es tin g M ar ke Cleveland, OH- DEBORAH B. SMITH – MARKETING & COMMUNICATIONS PROFESSIONAL MARKET POSITIONING … TARGETED MESSAGING … BRAND ACTIVATION … CONSUMER ENGAGEMENT … CREATIVITY Proven record of delivering strategic and innovative marketing and communications strategies, programs, and brand activation events: Unite brands with consumers, cultivating lasting and purposeful relationships through creative concepts, integrated campaigns, expert planning, and flawless execution. Crafted award-winning campaigns not only driving hundreds of millions of media impressions, but also securing value-added national product placements, consumer activation, and brand loyalty. History of managing relationships with global retailers, launching category leaders, and innovating to win market share: Leverage traditional and digital media, consumer events and roadshows, sponsorships and partnerships, social media, content management, TV show appearances, film integration, celebrity endorsements, and more to build and sustain leading brands. EXPERIENCE The DB Smith Agency, LLC Marketing & Communications Consultant, 2014-present Responded to requests for consultancy, launching an agency offering expertise in integrated marketing communications, account management, and media direction for retail and nonprofit organizations. Step into new client environments and assess needs, identify opportunities to drive growth, and create and implement action plans to achieve desired targets. SELECTED HIGHLIGHTS — Target Market Outreach, Engagement, & Penetration Planned and managed a national college tour for Sundial’s Shea Moisture—a Unilever company—negotiating media support, securing 2.3M impressions and 120K attendees, and achieving CPM of less than $1 cost efficiency in local radio media. Developed pop-up in-store salon concept proving highly effective in fueling brand awareness and adoption. Go-to-Market Strategies & Share Growth Repositioned clients’ brands to win new customers in Millennial segments nationally, planning and securing media critical to capturing shelf space—46% target account penetration in 6 months—with national chains including Target, CVS, and Sally Beauty. Program Innovation & Community-Based Outreach Partnered with the Chicago Public Schools to ideate, develop, and implement a “Library of Tomorrow” program—sponsored by The Aspen Institute—securing $100K in funding to keep the doors open of critical high school libraries. Namaste Laboratories / Dabur India Limited, Chicago, IL Director of Communications,- Director of Advertising,- Developed, implemented, and measured the effectiveness of communications plans positioning this hair care brand as the market leader in the category, managing 10+ brands and a 360-degree consumer event platform, fueling aggressive 100% growth expectations over 5 years. Directed corporate branding and public relations, campaign design and execution, consumer and trade event strategy, product placement, and media relations. Sourced, qualified, and managed vendors involved in the execution of plans, programs, promotions, and events. Managed media planning and buying, creative agency oversight, and production management, launching four brands during the company’s infancy and quickly securing and sustaining double-digit market share. SELECTED HIGHLIGHTS — Consumer Outreach, Engagement, & Brand Activation Initiated the idea for a national RV tour seeking “Ambush Makeover” candidates across the country, planning the tour with appearances at Essence Fest, NY Fashion Week, Today’s Black Women’s Expo, and The Wendy Williams Show. Produced webisodes streaming live and broadening reach through social media and celebrity appearances. Campaign ROI & Market Share Gains Drove record-setting ROI and 50% market share gain—from 8% to 12% in 12 months while the category as a whole was experiencing flat growth. Introduced a new media mix—digital and TV—combined with print, online, out of home, and radio channels. rt isi ng Ad ve an di ng Br M es M ar ke tin g sa gi ng -|- DEBORAH B. SMITH – PAGE TWO Namaste Laboratories / Dabur India Limited, Continued... Media Impressions & Product Placement Secured 127M value-added media impressions, acquiring product placement on shows including The Steve Harvey Show, The Tyra Banks Show, BET’s Being Mary Jane, and TV One. Led all negotiations to maximize brand integration and marketing spend reach. Rebranding & Perception Shaping Conceived and activated an image campaign to rebrand Organic Root Stimulator as ORS, incorporating internal communications, trade and influencer media relations, custom digital content, and an event sponsorship tour to change brand perception. Branding & Market Influence Coordinated a branded campaign focused on the empowerment of women—“More Than My Hair”—through online and offline engagement and premiering at T. D. Jakes’ MegaFest, with the finale at a national event for women of color social media professionals. Global Brand Messaging & Consumer Engagement Collaborated with international business leaders in more than 20 countries to facilitate adaptation and adoption of a global brand message; secured deals with Warner Brothers, Viacom, and TV One cable network to extend messaging and consumer outreach. ROI Maximization Reduced expenditures 20% while increasing value of dayparts by 40%, through strategic acquisition, placement, and negotiation of product placement and advertising contracts. E. Morris Communications, Chicago, IL Account Director,- Cultivated relationships and new business with major accounts—Walmart, ComEd, and Tyson Foods—leading advertising teams charged with executing research, creative, public relations, engagement, media planning and buying, and operations and finance. Managed account-based ROI, constantly monitoring performance to adjust approaches and ensure agency and client financial targets were met. Collaborated with partner agencies to deliver on brand promises and integrate advertising, digital, multicultural segments, and public relations initiatives. Articulated clients’ visions and worked cross-functionally to bring ideas to fruition. SELECTED HIGHLIGHTS — Key Account Management & Growth Managed the Walmart account—$13M in annual spend and $3M in revenue for the agency—liaising with integrated marketing communications leadership to develop and execute advertising, media, creative, and public relations vehicles to drive desired outcomes. Award-Winning Advertising Campaign Received the Mosaic Award for Excellence in Advertising to Audiences of Color—for the Walmart “Voices of Color” advertising campaign co-sponsored by Time Warner and Walmart Entertainment—featuring African Americans in the film and entertainment industry. Consumer Engagement & Brand Activation Acted in a thought leadership role, persuading clients to step outside of their comfort zones, challenge the status quo, and explore opportunities beyond the norm. Continued innovation resulted in brand activation and double-digit increases in consumer spend. Carol H. Williams Advertising, Chicago, IL Management Supervisor,- Championed the development of a key account relationship with Allstate, leading marketing recommendations to design and deploy consumer programs, foster title partnerships, and supervise award-winning television and print promotions and campaigns. Explored, secured, and deepened partnerships with key sponsors, introducing Allstate to the Historically Black College & University Tom Joyner Scholarship Fund—now a major benefactor of Allstate scholarship funding—to deepen consumer connectivity. SELECTED HIGHLIGHTS — Partnerships, Sponsorships, & Event Initiation Launched title sponsorship of major media event held at Disney World Resorts—which has continued to grow in size and scope over the past 10 years—in addition to initiating partnerships with the Tom Joyner Morning Show for the Allstate Family Reunion. Consumer Engagement & Brand Positioning Positioned Allstate to own the whole family passion point with consumers, leveraging consumer insight to define the right communications platform to create Allstate’s signature program. While Allstate has since changed agencies, they have sustained this programming. rt isi ng Ad ve an di ng Br M es M ar ke tin g sa gi ng -|- DEBORAH B. SMITH – PAGE THREE Foundational Experience — Burrell Communications Account Supervisor Partnered with Sears Roebuck & Company account to plan and execute impactful integrated marketing communications campaigns—“Softer Side of Sears”—to not only influence target consumers, but also solve previous advertising ROI issues. Soft Sheen Products Associate Director of Promotions Media Director Played a key role in positioning this L’Oréal company to capitalize on exponential growth opportunities, implementing the promotional strategies to support 100-fold growth to a $100M company. DB Smith Communications Marketing & Sales Consultant Provided consultative sales and marketing leadership to S.I. Communications and Estee Lauder in the New York City market, leveraging media experience with Soft Sheen brand to fuel effective marketing and promotional strategies. EDUCATION Miami University, Oxford, OH Bachelor of Fine Arts (BFA) in Advertising, Minor in Marketing à Selected as Creative Production Manager for a highly selective practicum with Laws Hall & Associates ad agency. COMMUNITY Cleveland Museum of Art, Cleveland, OH Docent Visitor Experience Host & Ambassador 2016-present Art Institute of Chicago, Chicago, IL Community Ambassador Special Event Steering Committee for African American Art Exhibitions -