Carly Blake
New York
Summary
Strategic leader in experiential and events management, specializing in client services and business development. Proven track record of driving account growth and improving operational efficiency. Successfully transformed client relationships into multi-campaign partnerships, resulting in substantial revenue increases for high-profile accounts.
Overview
14
14
years of professional experience
Work History
Vice President and New Business Lead
Groundswell Experiential
02.2023 - Current
- Led account practice and new business strategy for Groundswell Experiential, driving growth from startup to midsize agency.
- Execution of those new business opportunities from an account production, and strategy standpoint.
- Managed fiscal planning and projections for the agency.
- Executed new business opportunities through account production and strategic planning, enhancing overall agency delivery.
- Developed strategic positioning for agency, aligning branding and market approach with business objectives.
Senior Director of Accounts
Dodotdash
01.2022 - 01.2023
- Grew the TikTok account from a single project account to a multi-campaign client with the highest grossing revenue of the agency.
- Led client account strategy, operations, and business development to drive account growth and identify future opportunity areas.
- Developed and established account team within the agency, integrating operational practices, hiring and onboarding team members, and introducing the practice to existing and prospective clients.
Sr. Director Client Services/Director of Production
Freelance/Contractor (Self-Employed)
01.2020 - 01.2021
- Led production and client services for various virtual initiatives, including large-scale events and digital brand building strategies.
- Acted as the primary account contact for TikTok's virtual microsites and educational platform, and coordinated content development for TikTok Academy and internal summits, focusing on strategy and logistics for content capture.
- Provided experiential consulting for the Sephora events brand team, assisting in the development of strategic experiential RFPs that optimize agency deliverables.
- Functioned as an extension of the Life is Beautiful festival, creating concepts and executing projects for key sponsors.
Director Client Services/Business Development
New York Times (Fake Love)
01.2019 - 01.2020
- Liaised between New York Times and Fake Love to provide strategic brand input for RFPS from pitch to execution, emphasizing creative digital event technologies.
- Led management and strategy for marquee brands including Adidas, Kin Beverage, and Culture Trip.
- Led strategic planning for content development and audience engagement initiatives.
- Oversaw editorial processes to ensure alignment with company goals and standards.
- Collaborated with cross-functional teams to enhance digital publishing strategies.
Associate Account Director
Mosaic Sales Solutions
01.2017 - 01.2019
- Directed a team of over 15 in developing and executing the Stella Artois experiential strategy and brand planning.
- Managed large-scale experiential programs and events from initial pitch to implementation, enhancing brand presence at NYC Anheuser-Busch corporate offices as Stella Artois lead AOR partner.
- Managed client accounts to ensure satisfaction and service delivery.
- Developed strategic marketing plans for multiple product launches.
- Coordinated cross-functional teams to execute client initiatives effectively.
Senior Account Manager
Mosaic Sales Solutions
01.2016 - 01.2017
- Planned and implemented a multitude of CPG focused programs including on and off premises samplings, influencer programming, and social campaigns.
- Developed strategy for EFFEN Vodka 12 market sampling program and market event takeovers, distributing over 25,000 samples to engage target audience.
- Developed and executed brand strategy for Courvoisier #Fitsofresh influencer and event programming, generating over 500K impressions to elevate brand awareness.
Account Manager
Mosaic Sales Solutions
01.2014 - 01.2016
- Coordinated logistics, vendor selection, and program recap presentations for various events while mentoring and hiring field staff to ensure successful execution.
- Coordinated logistics, planned schedules, and managed communication with festival companies including Insomniac, C3, SXSW, and Goldenvoice for the House of Whatever festival program.
- Coordinated, planned and served as the main point of contact for several festival companies such as Insomniac, C3, SXSW, and the Goldenvoice for House of Whatever festival program resulting in an eight festival-based tour.
Jr. Account Manager
Mosaic Sales Solutions
01.2012 - 01.2014
- Hired, trained, and managed event ambassadors, developing and implementing internal processes such as payroll tracking, critical paths, and workbacks to enhance operational efficiency.
- Coordinated product launches and promotional campaigns for various clients.
- Coordinated product launches and promotional campaigns, ensuring alignment with client objectives and maximizing engagement.
- Analyzed market trends to deliver insights that informed and shaped client strategies and initiatives.
Education
Bachelors - Communication & English
Augustana College
Rock Island, ILSkills
- Omni-channel marketing
- Account and brand management
- Partnerships and alliances
- Business strategy and outreach
- KPI development
- Budget management
- Fiscal projections
- Project management
- Event execution
- Virtual event strategies
- Vendor management
- Cross-functional management
- Team leadership
- Creative ideation
- Talent management
Professional Highlights
- Accomplished the agency's first profitable year after being awarded the Vice President role, grew revenue from $500K to over $4M in less than one year in the role
- Grew the TikTok account from a singular project to over $3M in revenue producing various large scale events from B2B conferences, to popups, to large brand owned summits.
- Concepted, planned, and produced the strategy for the Millie Bobby Brown fashion launch in NYC, Spring 2024
- Entrusted to act as an extension of the Stella Artois Brand Team to strategize and execute experiential based programs ranging from $3M-$5M in revenue
- Functioned as an extension of the Sephora parent brand to manage more than 55 beauty brand experiences for the inaugural SEPHORiA event resulting in a three-day sold-out event and record-breaking onsite retail sales.
Timeline
Vice President and New Business Lead
Groundswell Experiential
02.2023 - Current
Senior Director of Accounts
Dodotdash
01.2022 - 01.2023
Sr. Director Client Services/Director of Production
Freelance/Contractor (Self-Employed)
01.2020 - 01.2021
Director Client Services/Business Development
New York Times (Fake Love)
01.2019 - 01.2020
Associate Account Director
Mosaic Sales Solutions
01.2017 - 01.2019
Senior Account Manager
Mosaic Sales Solutions
01.2016 - 01.2017
Account Manager
Mosaic Sales Solutions
01.2014 - 01.2016
Jr. Account Manager
Mosaic Sales Solutions
01.2012 - 01.2014
Bachelors - Communication & English
Augustana College