Brand Activation Resume Sample
Elmer Cassin
3153 Nicolas Stravenue,
Detroit,
MI
+1 (555) 354 5041
Work Experience
Director Brand Activation
05/2018
-
PRESENT
Boston, MA
- Join the ride and help meet/exceed the ambitious adidas.com brand targets
- Support the Assistant Marketing Activation Manager in reaching excellence in adidas.com campaign execution
- Critically and logically evaluates the costs, risks, and benefits of alternatives before coming to a solution. Probes and looks past symptoms to determine the underlying causes of problems and issues. Approaches problems holistically, defines connections, linkages, interdependencies and develops solutions. Takes ownership of problems and stays on top of them until resolved
- Develops total Nuk activation strategy, including promotional/merchandising plans, licensing strategy and activation plans. Ensures activation and promotional strategy ladder to brand priorities and fit individual channels
- Oversees development of activation support calendars and detailed plans. Ensures alignment on plans with cross functional teams such as Brand and Trade
- Works with Trade, Ecommerce and Sales on channel strategies and support plans to ensure holistic launch plans
- A 17 member team (including the department head) with 04 sub teams
- Global: Brand Activation, Communications, Influential Marketing and PR
- Regional: At an Emerging Market Level
Brand Activation
08/2014
-
03/2018
Los Angeles, CA
- WE BAM , BU, CTC team
- Market/Cluster Brand Activation
- Cluster Brand Communication
- Cluster Channel Activation
- Cluster Sport Marketing Activation
- Local Agencies/ Partners
- Direct to Consumer traffic and conversion
- CtC Channel Leads
Working Student Brand Activation Ecom Western Europe
07/2007
-
06/2014
Houston, TX
- Local: Media representatives from Print, Digital, Broadcast & PR media, Range Management Specialists, Influential Assets (Customers & Consumers), PR, Trade Marketing, Sports Marketing, Sales, Finance
- Ensure all global tool execution is done in a manner that best improves the Brand KPI’s, traffic and conversion
- WE VP Marketing
- MD , GM
- Cluster Brand Activation Leads
- Local Sales Team
- Local Fitness Partners, Agencies
Education
Lincoln Memorial University
2002 - 2007
Bachelor's Degree in Marketing
Professional Skills
- Lead the brand activation team in planning and ensure effective activation of short and long term marketing plans to drive overall business performance, market share and profitability for total franchise business of Hong Kong
- Strong communication and networking skills – verbal and written
- Strong Computer Skills including Outlook, Word, Excel (Pivot), Powerpoint, etc
- Strong computer skills, including MS Office Suite applications, salesdatabase, and web applications
- Excellent time management, organizational, interpersonal, presentation and communication skills
- Strong communication and networking skills – verbal and writing
- Strong project management skills and evidence of seeing things through to completion
How to write Brand Activation Resume
Brand Activation role is responsible for leadership, travel, retail, finance, credit, integration, database, planning, reporting, design.
To write great resume for brand activation job, your resume must include:
- Your contact information
- Work experience
- Education
- Skill listing
Contact Information For Brand Activation Resume
The section contact information is important in your brand activation resume. The recruiter has to be able to contact you ASAP if they like to offer you the job. This is why you need to provide your:
- First and last name
- Telephone number
Work Experience in Your Brand Activation Resume
The section work experience is an essential part of your brand activation resume. It’s the one thing the recruiter really cares about and pays the most attention to.
This section, however, is not just a list of your previous brand activation responsibilities. It's meant to present you as a wholesome candidate by showcasing your relevant accomplishments and should be tailored specifically to the particular brand activation position you're applying to.
The work experience section should be the detailed summary of your latest 3 or 4 positions.
Representative Brand Activation resume experience can include:
- Demonstrated leadership cultivating and motivating teams of high performing individuals, including effectively leading through managers of managers
- Proven track record leading brand marketing or brand activation teams that demonstrate business results and use data and insights to improve
- Cooperates and communicates with Operations and Property teams for excellent execution of campaigns
- Drive consumer/channel matrix management and ensure the country has the proper tools and support to effectively implement the go-to-Market plan
- Leverage customer feedback and to research data and business metrics to effectively assess initiatives and drive for continuous improvement
- Effectively balance the “science” and “art” of brand activation
Education on a Brand Activation Resume
Make sure to make education a priority on your brand activation resume. If you’ve been working for a few years and have a few solid positions to show, put your education after your brand activation experience. For example, if you have a Ph.D in Neuroscience and a Master's in the same sphere, just list your Ph.D. Besides the doctorate, Master’s degrees go next, followed by Bachelor’s and finally, Associate’s degree.
Additional details to include:
- School you graduated from
- Major/ minor
- Year of graduation
- Location of school
These are the four additional pieces of information you should mention when listing your education on your resume.
Professional Skills in Brand Activation Resume
When listing skills on your brand activation resume, remember always to be honest about your level of ability. Include the Skills section after experience.
Present the most important skills in your resume, there's a list of typical brand activation skills:
- Strong Microsoft Excel skills and the ability to multi-task
- Strong project management skills with the ability to see tasks through to completion
- Performance driven and effective leadership with impactful communication skillsProduct Management
- Sporting goods industry and/or agency experience required
- Proven experience leading and developing direct reports/agency teams to ensure excellence in execution
- Experience in sales, marketing, events, advertising, media or other relevant area experience with beverage brands
List of Typical Experience For a Brand Activation Resume
1
Experience For Director Brand Activation Resume
- Evolve experiential and promotional marketing capabilities, blending physical and digital experiences seamlessly
- Experience in launching and managing eComm websites is preferable
- Builds and maintains strong internal and external professional relationships. Ability to influence across teams to achieve goals required
- Partnering with Strategy team to help launch and execute international market research projects, loyalty programs and credit launches where applicable
- Managing localization requests through the appropriate channels for approval
- Monitoring quality and on time delivery of global toolkits
- Manage marketing execution throughout company by communicating programs and promotions, distributing collateral, maintaining brand standards, etc
- Global Retail Concepts and Merchandizing Teams
2
Experience For Brand Activation Specialist Resume
- Track brand and product performances in each region and channel looking for opportunities to improve performance
- Lead the transition to ‘Brand Activation’ in Turkey, ensuring a productive and collaborative relationship with the AMET cluster partners
- Work closely with Print Production to ensure the timely release of items for the seasonal campaging
- Digital marketing background with proficiency in Web, Email, Paid Media, Social Media, CRM, etc
- Implement consumer activations and make sure that they are implemented across the country, according to the business targets
- US CTC Channel Leads
- Global Retail Concept team
- Business Units (Communications Managers, BU directors)
3
Experience For Head of Brand Activation Resume
- Global Horizontal Concepts team
- Local sales team (Wholesale & Consumer Direct)
- Build an activation plan per quarter in line with growth drivers defined for each brand
- Support the plan for launch and execution of innovation and track the main KPI’s
- Support SRP to develop plans for each POS channel
- Inspires a values-based culture; understands, communicates, and acts in accordance with the company’s core values (teamwork, integrity, and excellence) and demonstrates their connection to the success of the business
4
Experience For Head of Brand Activation & Engagement Resume
- In collaboration with event promoters, agency partners, entertainment, media, PR, and other departments, conceive brand activations that drive consumer engagement and brand integration during a wide variety of events
- Develops and modifies reporting strategies in order to track and achieve KPIs; able to interpret complex reports and assist in modifying variables to achieve accuracy; develop and define departmental strategies by working closely with analytics teams
- Understand high level function and dependency on variety of internal technologies, systems and departments; able to modify departmental plans as variability in outside forces occurs in order to continue progression of goals
- Direct account management, project management and outside agency teams for creation, planning, and coordination of brand activation and corporate initiatives to ensure accurate execution of engaging partner and sponsor brand activations and event extensions, including communications across all supporting resort departments
- Oversee direction and execution of high value programs. Clearly define activation goals and create metrics for defined success. Constantly evaluate and improve activations
- Develop comprehensive strategy for cooperative marketing fund activation process, including budgeting, calendar planning, communication, agency execution, evaluation, optimization, etc
- Plan and oversee coordination of on-premise events, ensuring accurate execution of comprehensive brand activations to maximize impact of new and existing sponsors, including but not limited to advertising creative and placement, internet marketing, social media execution, sweepstakes, etc
- Understand about user experience and digital customer journey
5
Experience For Manager of Brand Activation Resume
- Act as managerial point of contact for account management, project management and outside agencies
- Deliver new ideas, design, innovate and develop an impactful digital marketing campaign to activate Manulife brand in terms of the type and contents in relation to customer insight and technology usage to drive brand awareness, consideration and leads generation
- Manage current business-as-usual projects such as SEO, SEM, corporate website maintenance through CMS, social media maintenance etc
- Participates in annual brand planning process to set a fully integrated marketing plan and programming utilizing the full marketing mix of advertising, promotions, and trade
- Accountable for delivering marketing objectives and strategies for the upcoming year. Recommends A&P budget elements. Executes brand communications across brands, countries and regions with purposeful differentiation and reapplication based on portfolio and category strategies
6
Experience For Senior Director Brand Activation Resume
- Uncovers test and learn opportunities of communication vehicles to find leverage points for scale and impact
- Partner with the VP’s of Program Delivery and Brand Design to develop a management routine for a formalized creative review, where creative teams present and critique new designs to improve overall quality and foster ongoing engagement with brand design activity
- Leads annual brand planning process to set a fully integrated marketing plan and programming utilizing the full marketing mix of advertising, promotions, and trade
- Accountable for delivering marketing objectives and strategies for the upcoming year. Develops A&P budget elements. Executes brand communications across brands, countries and regions with purposeful differentiation and reapplication based on portfolio and category strategies
- Advertising and Events agencies
7
Experience For Senior Director Brand Activation Reebok Resume
- Efficient Sports Marketing spending and ROI
- EM Central Marketing Team
- EM Central Wholesale, Retail and eCom Marketing teams
- Input on local opportunities (e.g. next generation of players)
- Athletes, Federations, Clubs and agents
- Counterparts in Global BU
8
Experience For Senior Manager, Beverages Brand Activation Resume
- Prepare the consolidations of integrated marketing strategies and plans for the market, based on overall regional brand direction and business unit’s objectives
- Brief interdisciplinary departments and agencies on campaign objectives and strategies to further develop detailed plans and support local marketing teams from plan sign-off to delivery to ensure tactics are supporting the approved strategy. Cross-functional team includes BU’s and Trade Marketing team
- Execute the business unit’s Marketing Working Budget (MWB) (depending on Category) Ensure efficiencies internally and externally
- Supports account management, project management and outside agency teams for creation, planning, and coordination of brand activation and corporate initiatives to ensure accurate execution of engaging partner and sponsor brand activations and event extensions, including communications across all supporting resort departments
- Supports direction and execution of high value programs. Clearly define activation goals and create metrics for defined success. Constantly evaluate and improve activations
- Implements comprehensive strategy for cooperative marketing fund activation process, including budgeting, expense tracking, invoicing, calendar planning, communication, agency execution, evaluation, optimization, etc
- Implement Mono-brand consumer activations and make sure that they are implemented across the country, according to the business targets
- Builds and maintains internal and external professional relationships. Ability to influence across teams to achieve goals required
- Assists colleagues and completes special projects as needed
9
Experience For Working Student Brand Activation Ecom Western Europe Resume
- Coordinate on-premise events, ensuring accurate execution of comprehensive brand activations to maximize impact of new and existing sponsors, including but not limited to advertising creative and placement, internet marketing, social media execution, sweepstakes, etc
- Management of cooperative fund budget and tracking expenses related to assigned marketing programs in partnership with Manager and Director
- Communicate and collaborate with sponsorship sales teams throughout contracting process to ensure flawless execution of partner programs
- Travel preparations including: air / hotel reservations, transportation, and shipment of project promotional materials
- Act as support for account management, project management and outside agencies
- Improve key accounts through consistent targeted account visits to increase sales volume, number of draught handles, and brand distribution
- Identify major accounts that are not being penetrated with our products and develop a plan to establish business with such accounts. At AB we’re never satisfied and continuously seek to improve
10
Experience For Lead, Brand Activation Resume
- Lead development of appropriate consumer communication plans in conjunction with local media agency and in alignment with J&J AMET marketing team
- In conjunction with the EMEA Shopper & marketing, implement AMET best in class guidelines and measurement on execution ensuring delivery of key measures such as J&J market share
- Deliver on in-store guidelines and provide local adaptations were needed
- Drive & deliver in-store POP Innovation projects with nominated customers
- Deliver brand key account and national promotions plan and measurement
- Deliver new insight based actions that deliver against customer and J&J brand growth objectives
List of Typical Skills For a Brand Activation Resume
1
Skills For Director Brand Activation Resume
- Strong experience in Creative developments
- Experience collaborating within a transforming marketing organization, as well as with sales, product, corporate communications, legal and compliance
- Experience in developing and managing data strategies, data reporting/KPI’s, digital insights, and best practices
- Experience in leveraging overall brand objectives to design and deliver impactful consumer engagement marketing strategies
- Experience in championing enterprise applications to support marketing strategies
- Experience in sales, marketing, events, advertising, media or other relevant area required
- Experience in sales, marketing, events, sponsorship management, advertising, media or other relevant area
2
Skills For Brand Activation Specialist Resume
- Good understanding of South Africa and African Markets’ consumers, accounts, economic environment and commercial needs
- Good understanding of LENA diverse consumers, accounts, economic environment and commercial needs
- Marketing and/or general management work experience
- Has lived and worked in different cultures or has substantial experience working in regional teams
- Has demonstrated success in challenging and fluid business situations
- Experience or exposure to Shopper Marketing
- Leadership: 3 years’ experience preferable
- Multi-task and priortise workload
- Brand management experience preferably gained in consumer product sector
3
Skills For Head of Brand Activation Resume
- Value People – Lead people to success; appreciate diverse ideas and experiences
- Demonstrate ability to motivate and develop people
- Establish good relationship with relevant stakeholders e.g. creative, media, brands and digital agencies
- Major consumer brand experience
- Managing sponsorships and activating large scale brand presence
- Managing social channels, with deep expertise in social space
4
Skills For Head of Brand Activation & Engagement Resume
- Reporting on campaign performance and ROI
- Sharpen the Brand's positioning/ perception, while strengthening its connection to athletes, consumers and other sport stakeholders, in the country
- Creativity and being passionate about branding
- Enthusiastic about coaching creative teams to high-performing excellence
- Works extremely well in leading and participating in matrix organization and multi-disciplinary teams
- Gain deep understanding of the competitors strategy & working and proactively propose counter measures
- Direct involvement in all process of measurement monitoring and reporting/digital analytics, in collaboration with related parties
- Influence and collaborate with cross-functional peers and senior leaders to align on messaging
- Firm grip of business management, brand development and marketing communication tools and relevant frameworks
5
Skills For Manager of Brand Activation Resume
- Implement go-to-Market plans by sub-brand and/or Business Unit, including account plans by Category
- Be the communication point between the country Managing Director and the Global and Regional Brand Concepts-to-Consumer team
- Have a keen interest in events/PR and the beauty retail/hairdressing industry
- Have a keen interest in events/PR and the beauty/retail/hairdressing industry
- Lead presales process and be the voice of Reebok when discussing brand strategy and future activation plans with accounts
- Manage the MWB budgeting process (in accordance with business plan)
- Distinct track record of success and high-level brand communication & sports marketing knowledge
- Achieve Results – Focus on winning; consistently exceed expectations
6
Skills For Senior Director Brand Activation Resume
- Business Administration, marketing, finance graduate with marketingmaster
- Team player who is open minded, flexible and willing to incorporate other people’s opinions
- Meet relevant stakeholders and teams handling various business streams such as Sales and Distribution, Voice/VAS/Data, Market research, etc
- Develop understanding of the Jazz brand, its philosophy, brand strategy and creative direction
- Develop understanding of PO/PR process and contract management
7
Skills For Senior Director Brand Activation Reebok Resume
- Develop thorough consumer/industry understanding & help generate ideas that further build operational efficiencies in line with strategic growth plan
- Coordinate the implementation of Backcountry’s strategic brand positioning into our offline activations
- Execute strategic and tactical programs to deliver appropriate messaging, content, communication and media plans around our events program
- Day to day reporting to measure the success of all event and PR activations and communications
- Creation of deck templates and presentations using Microsoft Office PowerPoint and other necessary tools as needed
- Able to execute digital activation which requires basic web programming
8
Skills For Senior Manager, Beverages Brand Activation Resume
- High level of initiative and self-drive
- Develop and maintain effective relationships across the matrix and work closely with a diverse cross-functional team, leading them in the execution of marketing plans
- Align global/local concept priorities and identify key business drivers in the country
- Represent the commercial and product needs of the country to the Regional Brand Concept-to-Consumer team
- Constantly analyze business performance and seize business opportunities in the country to meet and/or exceed KPIs and financial targets
- Lead and steer the country range selection process, with an aim to optimize efficiency based on the Regional range
9
Skills For Working Student Brand Activation Ecom Western Europe Resume
- Drive the country's Strategic Business Plan to ensure alignment between go-to-Market strategies and the financial targets
- Lead on team brand by working closely with the Regional team to stay current on market trends, the competition, the consumer and be accountable for driving key metrics to improve and influence adidas´ brand and category strength in Brazil
- Good attention to detail and basic knowledge of PR
- Coordinate the go-to-market for the channels according to the global/regional strategy
- Co-lead and support Olympics events and campaign execution to maximize it to our results
- Results driven and respect for deadlines
- Results driven and ability to meet deadlines
10
Skills For Lead, Brand Activation Resume
- Be the Brand's face and voice, internally and externally, in the country
- Lead the objectives of NS, contribution and Brand advocacy for Reebok in Brazil
- Ensure local production projects meet consumer needs and contribution objectives
- Develop UFC GTM strategy and be the key point of contact for the partner
- Develop market-specific initiatives, events, and activations etc. that excite the consumer and are brand-appropriate
- Define the right GTM strategy for Reebok e.com in country (TBD in collaboration with e.com LAM Director and Regional team
List of Typical Responsibilities For a Brand Activation Resume
1
Responsibilities For Director Brand Activation Resume
- Set, execute and continuously evolve the brand activation strategy in the Americas designed to make retail and institutional clients feel a real personal connection to Invesco
- Innovate Invesco’s approach to advertising to evolve how retail and institutional clients experience ad-supported content across platforms and as a part of their overall client journey
- Build search marketing strategy, capabilities and team focused on using search (SEO and SEM) to improve Invesco’s share of voice and engagement with retail financial advisors and institutional clients
- Rethink Invesco’s social media presence to efficiently and effectively improve awareness of the Invesco brand and our investment capabilities
- Managing International Art Review process including review, feedback and approvals
2
Responsibilities For Brand Activation Specialist Resume
- Work with cross functional teams to secure seasonal design guidelines and localization guidelines and working files, photography and font assets
- Based on insights (eg social listening, client feedback, competitive audits) and aligned to Invesco’s strategic growth opportunities and brand, develop brand activation campaigns that lead to improvement of critical brand and client engagement metrics
- Set data, usability and feedback gathering plan to gauge advertising, search marketing and experiential marketing value and effectiveness and make recommendatons and revisions based on those insights
- Partner with Insights & Analytics and Client Research teams to gather data
- Partner closely with Sales, Product and other areas of Invesco to connect brand activation strategy and activities directly with business opportunities and sales execution
- Consultant between International and US Marketing
- Support execution of project briefs and creative briefs for key market initiatives as well as localized development
3
Responsibilities For Head of Brand Activation Resume
- Manage in-house photography needs, asset management and delivery, and usage rights
- Support business planning for the success of venues. In collaboration with the corporate Finance Department, manage marketing P&L and make adjustments to plans to achieve financial goals
- In collaboration with event producers and promoters, ticketing, media, database, PR and other departments, plan and execute integrated, strategic marketing plans to drive ticket sales to a wide variety of events, including direct marketing strategy, segmentation strategies, campaign frequency, etc
- Implement cross marketing platform to leverage the size and scale of the entertainment organization to cross sell and promote multiple events and programs effectively and efficiently
- Research, recognize, and actively pursue opportunities to grow and maximize events
- Implement internal communication strategy to facilitate maximum ticket sales
- Facilitate Las Vegas Arena, Toshiba Plaza, Las Vegas Village, Las Vegas Festival Grounds and event public relations and internal and external communications
4
Responsibilities For Head of Brand Activation & Engagement Resume
- Coordinate and communicate with Directors of Entertainment and Marketing for MGM Grand Garden Arena, Mandalay Bay Events Center and other company entertainment venues
- Liaise with MGM Resorts International Corporate marketing, advertising, and public relations entities to promote and market arena events across all MGM Resorts International properties and outlets
- Maintain and leverage Las Vegas Arena, Las Vegas Festival Grounds and Las Vegas Village databases for targeted email, social media and SMS campaigns employing campaign management, customer profiling, message customization and predictive modeling
- Provide account management, project management and outside agencies, including media, creative service, etc
- Creates and maintains marketing calendar and budget
- Plan category activation strategy and calendars, and handover at range introduction meeting
- Sign off seasonal country/cluster communication and BMP at season intro meeting
5
Responsibilities For Manager of Brand Activation Resume
- Manage direction and execution of high value programs, as well as creative and formal proposals
- Execute comprehensive, targeted multi-platform media and marketing plans, including but not limited to advertising creative and placement, database marketing, internet marketing, social media execution, sweepstakes, etc
- Set campaign / activation specific objectives and KPIs for APAC countries & clusters, and follow up with cross-market tracking and reporting of results to APAC SMT and Global
- Consolidate Comm. requirements from county/cluster and brief global BU Communication
- Validate re-allocation of MWB between key category concepts if necessary
- Provide transparency of future trends & market opportunities through strategic & commercial inputs and on-going communication to Global BU Brand Communication
- Drive the creation of PAN-APAC BU campaigns (grassroots, player tour, WC activation, Clima, specific sell-in event i.e. Running 2020- Pending MWB work-stream (TBC)
6
Responsibilities For Senior Director Brand Activation Resume
- Develops a POV and guidance on media mix for category (based on ROMI and category strategy)
- Receive feedbacks from country/cluster on local adaptation needs
- Coordinate and share with countries BA teams to collect best practices
- Host regular monthly network meetings with country/cluster
- Own the communication with relevant Global BU Brand Communication until seasonal intro
7
Responsibilities For Senior Director Brand Activation Reebok Resume
- Support and collaborate with APAC BA/BM team for cross category & horizontal concept campaign i.e. Republic of Sports
- Provide country/cluster with sports asset activation guidance & templates in alignment with global
- Category Sell-In & Sell-out
- Category NS, Net Margin and Contribution across APAC
- Achievement of key SBP Initiatives
- O Ability to develop and support innovative strategies, to support the local market
- Implement global/reginal communications strategies, adapt and execute to local needs
- Ensure competitive perspectives and differentiated value propositions generated through market-relevant insights. Using knowledge of the market and competitors, identify and develop BOARD MEETING’s unique selling propositions and differentiators
- University graduate in business management or equivalent
8
Responsibilities For Senior Manager, Beverages Brand Activation Resume
- Client acquisition and engagement metrics; Awareness and consideration; Social media traffic; Share of voice
- Previous leadership role(s) with team members in different locations, as well as in matrixed B2B2C organizations
- Passion for sports and belief that through sports we have the power to change lives
- Liaison with various business teams (Data, VAS, Voice, Mobile Financial Services) to fulfil their operational needs
- Work with agencies to develop, analyze, review and recommend solutions, which matches the business needs, & deliver on requirements
9
Responsibilities For Working Student Brand Activation Ecom Western Europe Resume
- Development and delivery of Annual Operations Plans
- Ensure that our brand voice is clear and consistent throughout all brand activations and offline content
- Coordinate an initial brand media test and insight plan to inform future growth and investment, and a broader go-to-market strategy
- Execute the launch of our mobile Gearhead activation with a two-year plan focused on the scalability of the program
- Focus on the Customer – Know your customers well; add value with a level of urgency
- Act with Integrity- Adhere to a strict code of ethics and MassMutual Values; be trustworthy
- Work Collaboratively – Partner with others to achieve results that leverage the right resources
10
Responsibilities For Lead, Brand Activation Resume
- Work in nimble, test and learn, iterative environment
- Make decisions based on analysis and data
- Knowledgeable about UX technology solutions
- Adapts on the fly to changing requirements in a competitively charged environment; willing to try new things to drive execution that successfully differentiates our product among a vast number of competitors
- Prepare the budget breakdown for each brand activity and accurately track all related activity spending. Drive towards optimal efficiencies and effectiveness in allocating the spending
- Coordinate brand activities & programs with Commercial Planning, Trade Engagement, Consumer Engagement & Digital, Legal
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