Andrea Van Norman
Succasunna,NJ
Summary
Accomplished Marketing professional with 20 years of experience leading the marketing strategy and execution for global brands in the B2B and B2C space. A proven track record of developing game-changing sponsorship campaigns, equity building partnerships, one of a kind hospitality programs, and break-through brand engagements. Consistently bringing a passionate attitude, bold thinking, and a customer-first mindset to drive sustainable growth.
Overview
16
16
years of professional experience
Work History
Director, Partnership Marketing
Metlife
Bridgewater, NJ
09.2022 - Current
- Developed and executed strategic sponsorship initiatives to enhance brand visibility and engagement.
- Cultivated relationships with key stakeholders to secure high-value sponsorship deals and partnerships.
- Presented comprehensive sponsorship proposals to executive leadership, showcasing potential benefits and alignment with strategic objectives.
Senior Manager, Customer Marketing National Accounts
MetLife
Bridgewater, NJ
03.2020 - Current
- Unlock growth for MetLife National Accounts by concepting new ideas, building strong cross-functional relationships, and showcasing outside-the-box thinking. Provide strategic leadership, and a service mindset, to deliver a significant increase in sales while elevating storytelling within the Group Benefits organization.
- Key Achievements
- Achieved 92% utilization rate, increased close ratio by 11%, and reached 100% stakeholder satisfaction during a record-breaking year for National Accounts all while navigating complexity of a pandemic.
- Created differentiated yet powerful selling stories that separated MetLife from competition including customized and emotional video content, impactful and insight-driven finalist materials, and fresh concepts to highlight our customer focus and hypersensitivity to changing employee needs.
- Represented National Accounts as our Healthcare strategy evolved - managed AE status calls and showcased thought leadership with the development of a COVID trends webinar series.
- Advanced our go-to-market strategy launching various innovative pilots across the sales cycle. Examples include revitalized RFP materials, engaging customer outreach content, strategic stewardship meeting guidelines, and an implementation toolkit created to fill a gap for an identified unmet customer need.
Owner/Independent Marketing Consultant
Vantage Marketing Group
Succasunna, NJ
04.2019 - 03.2020
- Assisted multiple clients with a full-service marketing strategy that included competitive reviews, promotional planning, digital marketing strategy, website optimization, creative evaluation, and e-commerce best practice.
Manager, Consumer Activation
Bayer Consumer Health
Whippany, NJ
08.2012 - 01.2019
- Led the consumer activation planning for Dr. Scholl's, Coppertone, Midol, Lotrimin, and A&D. Utilized marketing excellence insights as a foundation to shape the annual brand plans for consumer promotion objectives, strategies, and tactics. Managed various agency teams and demonstrated consistent thought leadership during concept development through implementation. Recruited, developed, and coached the Assistant Activation Manager and various yearly MBA Co-Op participants.
- Key Achievements
- Reversed double-digit sales declines on the Dr. Scholl’s business with the creation of a substantial experiential and cause marketing platform with the American Heart Association. Developed strategic retailer tie-ins, authentic co-branded content, social media strategy, sampling approach, and event activation.
- Increased brand relevance for Dr. Scholl’s aligning with partners that consumers were passionate about including the New York Mets, Six Flags Entertainment and Pro Camps to deliver custom content, social media extensions, on-site event branding, and memorable brand interactions.
- Delivered on key relevance metrics for the Dr. Scholl’s brand by partnering with the National Basketball Association sponsoring a “Make Your Move” promotion, including media integrations, social extensions, and custom video content with high-profile players to create interest and excitement.
- Stimulated incremental sales consumption of 5% during the key season with a multimillion-dollar Disney movie partnership for Coppertone including an in-store purchase driver, national media buy, eye-catching licensing, and a shopper marketing tie-in with multiple large retailers.
- Drove an 8% increase in equity measures for the Coppertone Sport franchise by forming a partnership with the US Women’s National Soccer team and various prestigious players. Delivered an important efficacy message, drove incremental in-store support from key retailers, and promoted around a tremendous amount of World Cup buzz.
Associate Manager, Consumer Promotion
Bayer Consumer Health
02.2010 - 08.2012
- Collaborated with key stakeholders to execute all Bayer Aspirin and One A Day promotional tactics from creative brief through analysis. Challenged the status quo by developing programs for One A Day that reached their target consumer through new channels as the traditional media landscape evolved. Managed a $12 million budget and proactively identified cost savings.
- Key Achievements
- Reversed dramatically declining sales trends by 5% utilizing a new One A Day consumer insight to create the Nutrition Mission, a substantial 360-degree cause-marketing platform with Feeding America and Sheryl Crow.
- Spearheaded the award-winning VitaCraves Pong-a-thon campaign including a multi-city sampling tour as well as a fully integrated media and digital activation (including the first gaming APP development in the division) delivering over 13,000 samples, 90k pre-event giveaways, and 47MM impressions.
- Changed consumer perception of a historically feminine brand by assisting in the development of a multi-year sponsorship with Major League Baseball that helped to "man up" the Men’s pillar.
- Executed a breakthrough One A Day TV spot featuring Cal Ripken Jr., building on the connection to consumers’ love for baseball delivering a powerful “Stay in the Game” message. The tracking study, over time, identified the baseball partnership as a key indicator for an increase in brand trust and total brand awareness.
Education
Bachelor of Arts - Communication
William Paterson University
Skills
- Strategic Planning
- Agency Management
- Program Analysis & Optimization
- Sponsorships & Partnerships
- Digital Strategy
- Hospitality
- Experiential and Brand Engagement
- Promotional Marketing
- Coaching and Mentoring
- Integrated Campaign Development
Timeline
Director, Partnership Marketing
Metlife
09.2022 - Current
Senior Manager, Customer Marketing National Accounts
MetLife
03.2020 - Current
Owner/Independent Marketing Consultant
Vantage Marketing Group
04.2019 - 03.2020
Manager, Consumer Activation
Bayer Consumer Health
08.2012 - 01.2019
Associate Manager, Consumer Promotion
Bayer Consumer Health
02.2010 - 08.2012
Bachelor of Arts - Communication
William Paterson University