Download barbara m - Kellogg School of Management

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.
ƒ Leading Marketing Services for SC Johnson, a leading, private, family owned household products
company
ƒ 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.
ƒ Led successful integration of $18B+ Nabisco acquisition into Kraft; harmonized approach to
advertising; Ad Agency optimization yielding $4MM+ productivity.
ƒ Account Leader for leading brands at DDB, one of world’s largest ad agencies.
ƒ
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:
ƒ Reorganization of Dept for improved leadership, accountability, speed to insights/action, and talent
upgrade
ƒ Disciplined approaches to business fundamentals: consumption reporting, consistent ROI/ROO
analyses
ƒ 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.
ƒ Disciplined approach to marketing basics: brand positioning; consumer insight; segmentation/targeting
to better inform marketing efforts
ƒ Driving savings and efficiencies: work with agency partners; minimizing non-working costs
ƒ 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
ƒ 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.
ƒ 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.
ƒ Led company wide effort to 50% increase in advertising deemed superior on multiple criteria;
established roles/responsibilities and Global Best Practices.
ƒ 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.
ƒ Established new protocols to ensure consumer focus for brand communications.
ƒ 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