Annie Summerall
Ponte Vedra Beach,FL
Summary
- Stategic marketer with 6+ years of experience for major brands
Overview
9
9
years of professional experience
Work History
Manager, Practice Engagement
Johnson & Johnson Vison
06.2024 - Current
- Lead the development of the Professional Loyalty communication strategy and content across key channels to drive customer engagement and share growth
- Partner with Professional Experience and Customer Operation leads to ensure consistent messaging in market across key program partners and channels (CRM, field sales, JJVPRO, etc.).
- Build effective Professional communications and ensure consistency across all touchpoints with sales and ECPs/staff
- Lead strategy to drive patient demand for ACUVUE® contact lenses in Preferred Practice locations, collaborating closely with the Consumer Digital team
- Led strategy and execution of fee-for service co-promotion program pilot to drive sales and share in Preferred locations with the ability to report media ROI to the business and customers
- Lead strategy and recommendation to scale co-promotion
Associate Marketing Manager, Loyalty
Johson & Johnson Vision
08.2021 - 06.2024
- Led strategy for Preferred Reach Pillar offerings to drive patient demand for ACUVUE® contact lenses in Preferred Practice locations, collaborating closely with the Consumer Digital team on US Media Plan
- Led strategy & execution of ACUVUE® Preferred Digital Asset Library to provide assets for ACUVUE® Preferred ECPs to leverage with patients to encourage
- Led content development of ACUVUE® Preferred Program assets for both Sales & Customers to drive program engagement and share growth
- Led strategy and execution of Johnson & Johnson Vision's first co-promotion test & learn with IECPs; resulted in increased sales and share in our test accounts with media metrics above benchmark
- Managed Practice BME Budget Management in partnership with Finance
Associate Marketing Manager, Global, Salesforce
Johnson & Johnson Vision
07.2020 - 08.2021
- Lead strategy and execution of global CRM roadmap across consumer and professional audiences with a focus on implementing new capabilities and increasing personalization
- Partner with regions to optimize CRM strategy, elevate existing customer communications, launch new journeys, and execute CRM optimization tests
- Manage relationships with IT and external agencies to deliver against the CRM roadmap
- Lead optimization of self-service initiatives by developing new training materials and lead training sessions with regional business owners on Salesforce Marketing Cloud to enable faster speed-to-market
- Support development and execution of a global CRM measurement plan and dashboard to assess performance across diagnostic and business impact categories
Associate Marketing Manager, Content Innovation
Johnson & Johnson Vision
08.2018 - 07.2020
- Developed global end-to-end content support strategy for new wearers that addresses key barriers faced during the first 90 days of contact lens wear; partnered with regional teams and consumer experience leads to incorporate content on key digital channels
- Supported global ACUVUE masterbrand consumer campaign development
- Led strategy, content development & communication plan for an online new wearer support community to enable peer-to-peer support to prevent dropout
- Partnered with Portfolio and Global Corporate Communications teams to deliver an integrated PR eye health awareness campaign in response to COVID-19 by leading competitive insights, claims development and testing, and social media content creation
- Led monthly global/regional calls to drive organizational connectivity with a forum to share key initiatives, programs and results
- Acted as the global marketing Copy Clearance liaison, collaborating with the team to optimize historical standards, guidelines, and processes to meet the needs of a digital landscape
Assistant Social Media Manager, Global
Johnson & Johnson Vision
11.2017 - 08.2018
- Support global social media strategy and operations; assist in planning, execution and optimization of ACUVUE social media presence on both owned and external channels
- Collaborate with regional digital and social media partners to garner global consistency
- Optimize and deliver global social media playbooks and monthly worldwide analytics for professional & consumer audiences
- Support global social media listening efforts in collaboration with strategic partners
- Partnere with Corporate Communications to deliver the first ever integrated social campaign across both ACUVUE and Johnson & Johnson Vision bands for World Sight Day
- Partnered with Corporate Communications to deliver the first ever integrated social campaign across both ACUVUE and Johnson & Johnson Vision brands for World Sight Day
- Manage global corporate partnership with Facebook, Inc., overseeing key programs and training
- Partner with global social media agency to outline yearly scope and oversee ongoing projects
Community Insights & Engagement Specialist; Copy Editor
MECLABS Institute
09.2016 - 11.2017
- Established and executed organic social strategy for MECLABS Institute and its two subsidiary brands - MarketingSherpa and MarketingExperiments
- Led social media content development & calendar to drive marketing initiatives & increase community growth
- Increased social media audience engagement 250% at MarketingSherpa Annual Summit
- Edited and published all marketing content, including case studies, blog posts, reports, promotional emails, direct mail, and event signage
- Leveraged a proprietary CMS to manage website updates
Education
Bachelor of Arts - Corporate Communication
Baylor University
05.2016
Skills
- Communication strategy
- Consumer engagement & media
- Content development
- Vendor management
- Data analysis
- Cross-functional collaboration
- Complex problem-solving
Timeline
Manager, Practice Engagement
Johnson & Johnson Vison
06.2024 - Current
Associate Marketing Manager, Loyalty
Johson & Johnson Vision
08.2021 - 06.2024
Associate Marketing Manager, Global, Salesforce
Johnson & Johnson Vision
07.2020 - 08.2021
Associate Marketing Manager, Content Innovation
Johnson & Johnson Vision
08.2018 - 07.2020
Assistant Social Media Manager, Global
Johnson & Johnson Vision
11.2017 - 08.2018
Community Insights & Engagement Specialist; Copy Editor
MECLABS Institute
09.2016 - 11.2017
Bachelor of Arts - Corporate Communication
Baylor University
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