BRYNA CORCORAN
San Francisco,CA
Summary
Strategic marketing executive with 15+ years of experience building brands strategies, integrated campaigns, and social media and content marketing teams for some of the most most admired, emerging and challenged brands
Overview
16
16
years of professional experience
Work History
Director, Head of Brand Social Media & Influencer
Lyft
San Francisco, CA
2021.05 - Current
- Built Lyft's first-ever social team from the ground up. Hired and directed a team of 5 creative and strategic marketers focused on developing social-first content, influencer programs and integrated campaigns.
- Established brand guidelines, goals for a unified content strategy, channel priorities, an analytics reporting muscle, and infused audience segmentation and cultural insights into quarterly campaign planning.
- Created social media content and influencer campaigns that drove trust and an increase in positive brand perception despite a 60% drop in business due to COVID-19, a controversial ballot measure (Prop 22), and ongoing pandemic supply issues.
- Worked directly with John Zimmer, Co-Founder and President of Lyft, to develop his personal social media presence in support of overall Lyft brand efforts.
- Key Results: Launched Lyft on TikTok, becoming the first rideshare brand on the platform. Through UGC, entertainment, and influencer content, the channel grew to 115K followers, 20M views in its first 100 days, unlocking exclusive co-brand partnerships with the platform.
- Key Results: Developed the company’s most viral content ever with 427M impressions and 250K engagements, 150+ media articles featuring Lyft's social media content, "Lyft" positively trending on Twitter three times.
Director, Global Head of Branded Content Marketing
Stitch Fix
San Francisco, CA
2019.07 - 2021.01
- Reporting to the VP/CMO, I was spearheaded and built a new brand marketing team of 7 responsible for developing and integrating top-of-funnel content to meet master brand and vertical lines of business KPIs for US and UK markets.
- Overhauled brand campaign and content marketing operations in my first 7 months; developed a new insights-led approach to developing integrated campaign strategies, hired the first brand/digital AOR, established measurement tools, connected content to the CRM funnel (increased email open rate to 15%).
- Built strong cross-functional relationships with the org, working closely with lines of business (Mens, Womens, Kids), merchandising, data science, product, and growth teams to develop content-led personas, and align culturally-relevant content to drive brand loyalty, and improve the customer experience on .com and in-app.
- Key Results: Experimented with new content types for brand campaigns. Drove 409M impressions with NowThis, The Cut, R29, resulting in a 141% increase in new customer sign-ups.
- Key Results: Led Stitch Fix's first co-branded capsule collection campaign with Instagram influencer Katie Sturino, and fashion designer Rebecca Minkoff. Drove 609M impressions, 55+ press articles and a 141% new customer sign-ups. Won a Webby Award for Quick Fix — a ‘how-to’ series for IGTV featuring Katie.
Director, Head of Consumer Content Marketing
Dolby
San Francisco
2018.07 - 2019.07
- Built Dolby’s first-ever B2C content and social media team of 8. Responsible for evolving perceptions of Dolby as a legacy B2B ingredient brand into a millennial B2C experience brand.
- Key Results: Spearheaded the consumer-facing re-brand of Dolby 2.0; designed the new brand strategy, reshaped the brand's look and feel, defined audiences, messaging/value props, and architected the content, channel and influencer strategy to support the launch brand new consumer verticals: Streaming, Gaming, Music, DTC Hardware, and Dolby’s first-ever retail location in NYC (#DolbySoho).
Senior Director, Brand Strategy
Wirestone — Part Of Accenture Interactive
San Francisco
2015.09 - 2018.07
- Led a west coast strategy team of 7 responsible for using insights and audience behaviors to inform brand (or re-brand) strategies, market and audience opportunity, messaging, positioning, go-to-market plans and campaigns.
- Key strategic brand consultant to the agency's VP and C-suite clients across Tech, Food, Retail, and Automotive industries (HP, Google, Hyundai, Subway, William Sonoma).
- Lead strategist and marketing consultant for C-suite clients of Post-IPO and Fortune 50 companies within Tech, Food, Retail, Agriculture, and Automotive industries.
- Developed the re-brand strategy for Hyundai/Kia. Identified trends/competitors, audience behaviors, and opportunities to align marketing touchpoints to reach a new, desired millennial audience (re-vamped chat, .com, influencers, email, social media).
- Key Results: Created a new branding workshop to uncover whitespace marketing opportunities for industry clients — resulting in a 121% increase in agency revenue and the unlock of new business.
Vice President, Integrated Digital Marketing
Weber Shandwick
San Francisco
11.2012 - 09.2015
- The first West Coast hire responsible for scaling Mediaco—a new media, content marketing, and brand storytelling function within the world’s largest PR firm.
- Key Results: Grew the regional team from a team of 1 into a group of 15 writers, paid media specialists, content strategists and designers. Increased annual new business win rate to 80% ($42MM) as a byproduct
- Key Results: Designed the digital strategy for Barbie’s #Unapologetic campaign. Results: 3.5B organic impressions, 2.5M mentions, a 13% increase in doll sales the following quarter, and a Cannes Lion Award.
- Key Results: Led B2B and B2C campaign work that earned numerous agency awards: a top 5 spot on Ad Age’s Agency A-List, a Guinness World Record for Ubisoft, Best B2B Content Marketing Award for VMware.
Senior Manager, Global Digital Marketing
HP
Palo Alto
2005.04 - 2012.11
- Grew up inside HP at the forefront of brand, product and digital marketing roles, beginning my career at HP in Canada. Selected by the HP US marketing leadership team to relocate and become a founding member of the first global social media team in 2008.
- Key Results: Established the global social media strategy, developed a regional content and community management playbook, and pioneered award-winning, “first brand to...” executions with LinkedIn, Twitter, Weibo. (Chinese social network).
Skills
Brand Strategy
Integrated Marketing
Audience Mapping
Social Media Strategy
Insights and Analytics
Team Building and Mentoring
Education
C.D - Mulitmedia Design And Production
Affiliations
2021 Adweek Executive Mentee
Timeline
Director, Head of Brand Social Media & Influencer - Lyft
2021.05 - Current
Director, Global Head of Branded Content Marketing - Stitch Fix
2019.07 - 2021.01
Director, Head of Consumer Content Marketing - Dolby
2018.07 - 2019.07
Senior Director, Brand Strategy - Wirestone — Part Of Accenture Interactive
2015.09 - 2018.07
Vice President, Integrated Digital Marketing - Weber Shandwick
11.2012 - 09.2015
Senior Manager, Global Digital Marketing - HP
2005.04 - 2012.11
Fanshawe College - C.D, Mulitmedia Design And Production