Andrea Pedersen
Director, Brand Strategy & Innovation
Atlanta,GA
Summary
High-performing marketing leader with an entrepreneurial mindset and passion for innovation, turning insights and challenges into opportunities with 38 brands and counting. Deep expertise forged at numerous award-winning agencies, a Fortune 500 telecom, a Branson-backed airline and a transformation consultancy. A fixer and builder. A champion of the customer, brand and team. Adept at navigating chaos, cultivating strong bonds, simplifying the complex and architecting measurable success.
Overview
14
14
years of professional experience
4
4
years of post-secondary education
Work History
Director, Strategy
EPAM
01.2022 - 12.2023
- Guided cross-disciplinary experts in transformation initiatives from strategy and road mapping through delivery. Responsible for securing over $6 million in professional services including brand architecture, messaging, mobile applications, website design, brand guidelines, research and go to market support.
- Spearheaded design services operations team for Equifax.com, a B2C digital channel that receives close to 6 million visits monthly.
- Streamlined ATD's brand portfolio, products and services into a clear architecture that enhanced customer awareness and increased operational efficiency in support of business goals.
- Led selection of a new enterprise content management system (CMS) for ATD.com, including a full website redesign.
Account Director
INTERMARK GROUP
06.2021 - 12.2021
- Leveraged persuasive psychology to shape a desired consumer action for every touch point in the brand ecosystem - which not only created groundbreaking creative but changed beliefs and behaviors that solved business problems.
- Executed email campaign to get financial advisors to see Transamerica as the single source for a secure, financially healthy future - a one stop shop for all their financial needs - resulting in a 6.5% open rate.
- Partnered with EXL Services to help Amica define and communicate a unique point of differentiation by analyzing attitudes and behavioral patterns to identify the most persuasive psychological principles to utilize in marketing messaging.
- In a goal to reach, inspire and activate an influential base concerned about climate change, created a positive, inclusive and empowering campaign that focused on small changes that would equate to a significant reduction in carbon emissions.
- Strategic experience encompassed segmentation analysis, social listening and content development that exceeded brand goals.
Director, Business Leadership
MOMENTUM WORLDWIDE
03.2020 - 03.2021
- Driving force in development and flawless execution of activation plans inclusive of overseeing and leading a cross-functional team including strategy, creative and production and advancing post program analyses.
- Consultative member of the senior leadership team that served as the brand and portfolio steward in delivering business results through development and execution of brand strategies, plans and programs.
- Served as the key strategic leader with GAF Roofing (General Aniline & Film) and its internal and external partners, responsible for collaboration, ideation and support of the broader strategy, vision work and media management, including resource allocation, budget management, campaign measurement, tracking and reporting.
Business Partner
VIRGIN ATLANTIC AIRWAYS
05.2018 - 12.2019
- Critical link between the digital product team and Delta Air Lines - ensuring business and customer needs were represented and powered by best practice and data.
- Championed Virgin Atlantic's needs and early stakeholder engagement in the multi-million-dollar project as well as overseeing BAU.
- Managed the the shared e-commerce experience, working closely with a global group of stakeholders to ensure requirements and KPIs were aligned and delivered.
- Delivered LocusLabs partnership that enabled gate-to-gate airport wayfinding that greatly improved the day of travel brand experience.
Senior Marketing Manager
AT&T
03.2014 - 06.2017
- Planned, developed and managed integrated marketing campaigns to promote company products and promotions, communicate brand messages, drive customer engagement and support business objectives. Creatively solved complex issues while increasing profitability and market share through various media channels.
- Managed partner agencies in content creation including copywriting, broadcast and digital advertising. Collaborated closely with senior stakeholders including product marketing, finance, legal and brand.
- Identified key learnings and launched AT&T's first-ever content marketing initiative, leading the category in click-through rate (CTR) and positioning AT&T as the market and category leader for their new product (AT&T Digital Life).
- Accountable for strategy, positioning, messaging and, ultimately, the marketing plan and execution that differentiated AT&T and delivered on financial targets.
- Led strategy for brand campaign development while continuously optimizing for shifting market and business challenges - successfully launching several new products and offerings from concept state through campaign delivery and analysis.
Account Director
SKIVER ADVERTISING
03.2012 - 08.2013
- Senior level brand steward of the executive leadership team - served as the 'glue' that ensured all brand communications aligned with a common strategic goal and fueled brand love and growth.
- Provided consultation, training and thought leadership for over 412 Hooters locations and digital engagement for 2.5 million fans.
- Reversed a 6-year decline with 3.1% growth in real world sales and traffic, by driving new online brand passion.
- Rocketed Hooters from #56 to #10 on the NRN Social 200 Index.
Account Supervisor
JWT
02.2010 - 03.2012
- Commanded activation team for the U.S. Marine Corps, translating the national brand to the local level.
- Managed 8 direct reports for the U.S. Marine Corps experiential team.
- Shaped the brand activation strategy and partnership with Ironman leveraging their fitness/warrior platform.
- Directed social media monitoring, community management, content development, analytics, promotions and scheduling.
Education
Bachelor of Arts (BA) - Journalism, Advertising
University of Kentucky
Lexington, KY 08.1993 - 05.1997
Skills
- Advertising Strategy
- Brand Activation
- Brand Innovation
- Brand Management
- Brand Positioning
- Brand Strategy
- Campaign Management
- Creative Management
- Digital Strategy
- Marketing Management
BRAND PORTFOLIO
AT&T, Baskin-Robbins, BlueCross BlueShield, Cheerwine, Disney, Equifax, Heaven Hill Distilleries, Hooters, Rare.org, Sunny Delight, Taylor Guitars, U.S. Marine Corps, Virgin Atlantic Airways
Timeline
Director, Strategy
EPAM
01.2022 - 12.2023
Account Director
INTERMARK GROUP
06.2021 - 12.2021
Director, Business Leadership
MOMENTUM WORLDWIDE
03.2020 - 03.2021
Business Partner
VIRGIN ATLANTIC AIRWAYS
05.2018 - 12.2019
Senior Marketing Manager
AT&T
03.2014 - 06.2017
Account Director
SKIVER ADVERTISING
03.2012 - 08.2013
Account Supervisor
JWT
02.2010 - 03.2012
Bachelor of Arts (BA) - Journalism, Advertising
University of Kentucky
08.1993 - 05.1997
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