ATHENA CAMPOS
LIBERTYVILLE,IL
Summary
BRAND LEADER: PURPOSE + CULTURE + STRATEGY = GROWTH Collaborative leader and strategist who works well across any organization, including highly complex and matrixed or smaller startups. Distills data and insights to position a brand (or a house of brands) for growth. Built product and customer experience roadmaps, demand generation and brand awareness campaigns, and worked across every level of the organization (and channel partners) to drive results.
SKILLS:
Global brand strategy, assimilation and culture building Corporate communications strategy, Executive communications, storytelling Independent dealer channel marketing expertise C-Level Brand Purpose workshops Strategic planning: customer segmentation, competitive analysis, CX mapping Integrated Marketing Communications: omnichannel campaigns (BMA award winning) SEO/SEM (Key word search strategies, Google AdWords, etc) Demand generation Account Based Marketing – Lead Generation for strategic accounts Social media content and calendar management Web content development (UX, privacy issues, migrating to Sitecore) Agency management, pay-for-performance compensation plans Product marketing (VOC and driving needs-based innovation) Corporate Foundation Board member / Purpose-based Partnerships (Team Rubicon) Organizational development: building a marketing center of excellence Culture Champion Coach/facilitator; building diverse and high-performing teams Leading small or large teams (most recently ~70) CRM (Salesforce), Marketo, Hootsuite, Monday, CDP, Adobe/Widen, Microsoft Suite
Overview
29
29
years of professional experience
Work History
Head of Commercial Services North America
CNH Industrial
10.2021 - Current
- Restructure team of ~70 by identifying leaders versus SMEs
- Lead Salesforce implementation, Culture transformation workshops, CX process, Kaizen activities, Sales Training/LMS content, and Central pricing across brands
- Centralized marketing tech stack optimization across brands, lowering cost by 30%.
Sr. Director, Construction Segment Market Development
CNH Industrial
01.2020 - 10.2021
- Built growth initiatives aligned with dealer channel optimization, remarketing, and segmentation analysis to grow in key markets
- Marketing qualified leads up 110%
- Implemented regional marketing structure delivering brand trackers at the dealership complex level to capture VOC, purchase drivers and execute locally relevant plans
- CRM (Salesforce) change management lead for CE.
Sr. Director, Global Brand Marketing, (CMO)
CNH Industrial
01.2018 - 01.2020
- Brand evolution and localization, story-telling, employee assimilation
- Launched Marketing Center of Excellence, brand governance committee
- Streamlined agency partnerships, contracts to optimize spend
- Built Global mar-tech roadmap, consolidate region needs/investments
- Introduced global Brand Trackers, analytics dashboard and governance process.
Director, Marketing Communications, CASE Construction
CNH Industrial
04.2012 - 01.2018
- Developed print and digital campaigns and presented the brand’s first monthly campaign metrics package resulting in more agile tactics; MQL (marketing qualified lead) acquisition up 60%
- Led Senior Leadership workshop to identify ‘Building Community’ as our brand purpose which drives partnerships, actions, investments and storytelling
- Pitched and helped launch ProCare, industry-first support solution package to differentiate brand offering and improve dealer absorption; resulted in heavy share growth
- Elected to CNH Foundation Board in support of Brand Purpose strategy
- Co-led Dealer Advisory Board with Network Development Director, launched dealer marketing committee
- Matrix accountability for CNH NA External Communications reporting to Global CCO.
Director, Regional/Global Marketing (Truck Group)
NAVISTAR
12.2008 - 04.2012
- Rebuilt Field Marketing Team to drive up lead generation
- Modernized coop marketing program redirecting discretionary merchandise funds to local demand generation actions
- Responsibility expanded from North American regional focus to a global leader of an expanded field marketing team (China / India JVs and Latam).
Director, Product Marketing – Severe Service Trucks
NAVISTAR
11.2007 - 12.2008
- Product manager accountable to achieve volume/revenue goals
- Strategic segmentation work to define target applications, needs and dealer channel focus to grow underperforming segments; grew dealer deliveries 2pts
- Product roadmap - researched latent needs through quant and ethnographic studies and co-authored product planning presentation for BOD.
Director, Navistar Financial Marketing (Captive Finance)
NAVISTAR
08.2004 - 11.2007
- Led NFC brand refresh and CX (before it was a buzzword)
- Launched first customer/dealer satisfaction study to guide process improvement
- Example: KPI moved from time on call to first time resolution
- Chaired first Dealer F&I Advisory Board to strengthen dealer relations
- High-potential leader appointed to Menttium Leadership program by CEO.
Marketing Communications Manager
NAVISTAR
08.2001 - 08.2004
- Managed marcom mix, media plan and agencies
- Designed and managed experiential programs including a $2.5M Sales incentive trip for about 1200 top performing employees and dealers
- Assisted in creating agency pay for performance plan
- Pitched and implemented the company’s first online Marketing Resource Center to streamline channel marketing/customizable assets (powered by Saepio).
Marketing Comms Coord/Manager
MOTOR COACH INDUSTRIES
07.1995 - 08.2001
- Developed brand evolution with agency to retain OEM leadership position
- Helped launch flagship motor coach (Renaissance), contributing to market analysis, quant research, operator focus groups, design, PR and unveiling event
- Managed web launch and e-commerce platform (with IBM) for parts sales which resulted in 40% growth
Education
MS - Integrated Marketing
Roosevelt University Chicago
Chicago05.1998
BS - Journalism
Ball State University
Muncie, IN05.1993
Skills
- Leadership Coaching
- Strategy and Growth
- Brand Strategy and Assimilation
- Customer Experience Program
- Journey Mapping
- Salesforce / Treasure Data / Marketo
- B2B / Dealership Expertise
- Presenting to Large Groups
- CEO Comms and Culture Building
Volunteer Support
- 2021-01-01, 2023-01-01, HALO Racine (Homeless Assistance Leadership Organization), Board of Directors
- 2021-01-01, Habitat for Humanity First Women Build in Racine County
- 2018-01-01, 2020-01-01, Vice President, Libertyville High School Soccer Booster Club
- 2016-01-01, 2017-01-01, United Way Campaign Cabinet Member
- Team Rubicon and Crew Collaborative Brand Partnerships
Languages
Greek
Native or Bilingual
English
Native or Bilingual
Timeline
Head of Commercial Services North America
CNH Industrial
10.2021 - Current
Sr. Director, Construction Segment Market Development
CNH Industrial
01.2020 - 10.2021
Sr. Director, Global Brand Marketing, (CMO)
CNH Industrial
01.2018 - 01.2020
Director, Marketing Communications, CASE Construction
CNH Industrial
04.2012 - 01.2018
Director, Regional/Global Marketing (Truck Group)
NAVISTAR
12.2008 - 04.2012
Director, Product Marketing – Severe Service Trucks
NAVISTAR
11.2007 - 12.2008
Director, Navistar Financial Marketing (Captive Finance)
NAVISTAR
08.2004 - 11.2007
Marketing Communications Manager
NAVISTAR
08.2001 - 08.2004
Marketing Comms Coord/Manager
MOTOR COACH INDUSTRIES
07.1995 - 08.2001
MS - Integrated Marketing
Roosevelt University Chicago
BS - Journalism
Ball State University