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BARBARA M. FORD_________________________________________________________ CAREER SUMMARY_________________________________________________________ Senior Advertising/Marketing Communications executive with broad base of brand building success working with leading advertising agencies and blue-chip companies. Led communications for world’s best-known brands. Achievements include implementing growth strategies, reviving declining brands and successfully launching new products. Leading Marketing Services for SC Johnson, a leading, private, family owned household products company Led and directed all phases of advertising, brand positioning, creative strategy, creative development and assessment for Kraft Foods - a $34B+ global food and beverage leader. Led successful integration of $18B+ Nabisco acquisition into Kraft; harmonized approach to advertising; Ad Agency optimization yielding $4MM+ productivity. Account Leader for leading brands at DDB, one of world’s largest ad agencies. Adjunct professor Marketing, Advertising at Kellogg Grad. School of Management and IMC at Medill/Northwestern University; Global Marketing at U. Chicago Graham School PROFESSIONAL EXPERIENCE______________________________________________ GRIFFIN STRATEGIC ADVISORS, LLC Principal Nov, 2010-Present Boutique advisory firm specializing in helping clients improve profitability and accelerate growth. Unique model combines seasoned consultants, proven industry executives and academicians from leading organizations SC JOHNSON & SON, INC, Racine, WI Feb, 2008-June, 2010 Key brands: Glade, Windex, Scrubbing Bubbles, Pledge, Raid, OFF!, Ziploc Director, Marketing Services, North America Consumer Products Responsible for key functions in support of business dynamics, brand communications and go-to-market programs, including Media, Consumer Promotion/Shopper Marketing, Marketing Research, Analytics, Consumer Relations and Consumer Relationship Management. Key accomplishments include: Reorganization of Dept for improved leadership, accountability, speed to insights/action, and talent upgrade Disciplined approaches to business fundamentals: consumption reporting, consistent ROI/ROO analyses Defined approach/tool kit to developing new go-to-market programs, with Integrated Marketing Communications at the center: includes Shopper Marketing; smart testing of relevant emerging media; new media planning process; new marketing planning process/timeline. Disciplined approach to marketing basics: brand positioning; consumer insight; segmentation/targeting to better inform marketing efforts Driving savings and efficiencies: work with agency partners; minimizing non-working costs Co-lead consumer centric approach to ideation/scoping for innovation. KRAFT FOODS, INC., Glenview, IL 1992 - 2007 World’s second-largest food/beverage company; net revenues $34B+; @ 200 brands in 150 countries. Vice President – Global Advertising and Marketing Training – 2005 to 2007 Vice President – Global Advertising – 2004 to 2005 Vice President – Advertising, Kraft North America – 1999 to 2004 Director – Advertising – 1992 to 1999 Established framework for brand foundations (positioning, strategy), development of worldclass campaigns, optimizing and leveraging all aspects of ad agency relations, partnering with commercial and global marketers, and other functional groups. Created globally harmonized approach to advertising and agency management. Responsible for global advertising agency relationships (representing @ $1B in-market spend) including agency selection and all operational aspects. Led company wide effort to 50% increase in advertising deemed superior on multiple criteria; established roles/responsibilities and Global Best Practices. Intervention in brand efforts: Turnaround for UK coffee brand that suffered long term sales erosion, lost stature - worked with team to update consumer learning, re-position the brand, leverage proprietary, relevant point of difference and develop new campaign; Successful launch of DiGiorno Pizza: brand - $200 MM in sales after only 2 years; Established first truly global advertising campaign for Philadelphia Cream Cheese. Established new protocols to ensure consumer focus for brand communications. Architect of Marketing Training, still used today, to train marketers, and all cross-functional teams in the key disciplines of marketing and marketing communications. Advertising and Marketing Consultant 1990 to 1992 Successfully bid/retained by leading companies including: Kraft General Foods, Northfield, IL, Kraft USA, Glenview, IL, Citibank, N.A., NY, Ameritech, Chicago, IL, Sturm Communications (healthcare), Chicago, IL Projects focused on solutions to significant, company wide, advertising related issues: Optimizing management of the advertising agency relationship: designing compensation systems, evaluation programs and establishing principles for alignment and conflict assessment; Defining responsibilities and structure for a corporate advertising department. J.L. KELLOGG GRADUATE SCHOOL OF MANAGEMENT, IL 1992 - 1999 Adjunct Assistant Prof: Marketing; Advertising; taught 1-3 classes/year DDB NEEDHAM WORLDWIDE ADVERTISING (now DDB) IL 1978 - 1990 A leading advertising agency – currently part of Omnicom Group, world’s largest holding company. Vice President, Management Representative Led agency teams in development of marketing direction, strategy, creative, media plans and research proposals. Broad range of client experience, products and services: Anheuser-Busch, Inc., Campbell Soup Co., The Clorox Co., General Mills, Inc., Hasbro, McDonald’s Corp., Morton Intl., Ramada Inns, Inc. D’ARCY-MACMANUS & MASIUS ADVERTISING, IL 1975 - 1977 (Now merged with Publicis) Media Planner; First person to move through different areas of Media from entry-level Print Estimator to Broadcast Buyer to Planner. EDUCATION_________________________________________________________________ Loyola University of Chicago, Chicago, IL MBA, Finance 1984 School of Journalism – Advertising, Drake University, Des Moines, IA Bachelor of Arts 1974 HONORS, CORPORATE LEADERSHIP, BOARD AND PROFESSIONAL AFFILIATIONS _______________________________________ Drake University, Des Moines, IA, Board of Trustees 2000-2009 Chair, Enrollment Committee; Compensation Committee; Reset Trustee Governance; Development of Mission/Vision National Alumni Association: 1990-2004; Chair; President Association of National Advertisers (ANA), Board of Directors, 2004-2007 Chair, Agency Relations Committee; Annual Conference Keynote speaker Corporate Executive Board, Ad/Marcom Roundtable Charter Member, 2005-2007 Selected for Marketer Guru panel Advertising Educational Foundation (AEF), Board of Directors, 1999-2007 Co-chair Honors Night Effie Awards (AMA Recognition of Performance), Global Advisory Board, Judge: US and Global 41 Effie Awards for Kraft from 1996-2005 most recently for Post, South Beach Diet, Breakstone, Philadelphia, Oreo. Chicago Advertising Federation, Board of Directors, 1995-2000 Chair, Partnership for Success Diversity Program The Advertising Council, 1994-2001 Campaign Director, Second Harvest Junior Achievement Classroom Volunteer, 2002-2006 Communities in Schools/Chicago, Board of Directors, June, 2006-Present