CHRISTINA GOLDIE WILLIAMSON
McLean,VA
Summary
20+ years of marketing and brand management across a variety of channels, media, and business models. Passion for using customer insights to develop compelling brand and marketing strategies that drive customer engagement and meet business objectives. Exceptional communication and collaboration skills; articulate and influential with key stakeholders from board level to line level.
Overview
17
17
years of professional experience
Work History
Principal
Booz Allen Hamilton, BAH
10.2018 - 09.2022
- Acting CMO for Recreation.gov. Led 6-person team responsible for branding, consumer acquisition, engagement, retention marketing, public relations, and partnerships. Promoted from Senior Associate
- Led brand strategy and execution for Recreation.gov, which relaunched in October 2018. Increased aided brand awareness by 15 percentage points in one year
- Partnered with product, design, and research teams to develop integrated marketing campaigns across digital, offline, and content channels including paid and organic social, display, SEM, and email. Drove 35% increases in session and transaction volume YOY
- Reactivated dormant consumers with e-mail marketing campaign. Doubled open rate within four months of initial deployment; achieved 44% open rate with target users. Implemented monthly email retention campaigns generating an incremental 100K sessions/month
- Applied relationship-building expertise to develop trusted partnerships including Booz Allen’s partnership with the National Park Foundation. Through PR strategies, gained media coverage for the brand in the Wall Street Journal, Travel + Leisure, The Points Guy, and others. Executed highly successful Satellite Media Tour (SMT), garnering over 90M impressions in 215 media markets
- Developed brand logo and positioning for launch of the highly successful Footprint app
- Used data from multiple sources, including Google Analytics, Medallia surveys, and financial reports, to focus on business opportunities that had the highest value for the firm
- Presented “Rebranding and Outreach for Recreation.gov” breakout session at Adobe Max 2020
Vice President Marketing Strategy
Edelman Financial Services
02.2017 - 09.2018
- Reported to the CMO, led team of 9 responsible for SEO, SEM, social, display, print, radio, video, and email marketing campaigns
- Created integrated marketing strategies across digital, offline, and content channels including the highly successful Free Retirement Review campaign, which generated a 40% increase in leads YOY
- Revitalized digital (Facebook and display) strategy, increasing lead volume in the channel by 20% and improving conversion to client rate by three percentage points
- Built market-based CPL strategy to optimize marketing spend by channel in each market. Decreased lead “deficit” by 50% in key markets within three months
- Co-presented with Merkle at 2017 Digital Marketing in Financial Services Conference
Executive Director, Marketing & Advertising
Pearson Online & Blended Learning
11.2012 - 01.2017
- Reported to the EVP of Marketing & Enrollment. Led team of 9 responsible for building brand awareness and and driving K-12 enrollments. Prioritized and aligned $20M creative, collateral, direct mail, video, and media budgets and resources against top priorities
- Created clear brand positioning strategy, naming, visual identity, tone of voice, and messaging for multiple brands. Ensured voice, look, and feel was consistent across all touchpoints. Served on Pearson’s Global Brand Committee
- Led campaign creation from strategy development to execution, qualitative and quantitative concept testing, and launch. Two Selves” TV and radio campaign drove a 20% increase in the number of families who would consider Connections Academy and a 50% increase in ad recall YOY
- Created and curated a comprehensive, compelling content portfolio including video, brochures, catalogs, email, and direct mail that positioned multiple Pearson brands effectively
- Launched the brand’s first online video campaigns to drive awareness and conversion using Pandora, Hulu, and TrueView. Crafted and led implementation of the YouTube channel strategy, including launch of new video series; grew subscribers by 50% in one year
- Collaborated with internal and external partners to define the target consumer, uncover insights, and develop personas for use by marketing, enrollment, and customer care
- Won 2016 Gold AVA Digital Award and 2015 Platinum Marcom Award
Head of Domestic Brand Management
Choice Hotels International
01.2008 - 10.2012
- Reported to the SVP of Marketing and Brand Strategy. Led brand strategy for Comfort Inn and Comfort Suites, which represent 1,900 hotels and 59% of the company’s domestic revenues
- Created forward-looking and attainable brand strategies based on customer insights and market analysis. Conducted financial and operational feasibility analyses for new programs and portfolio strategies. Spearheaded resulting multi-year plan to improve guest satisfaction, brand consistency, and RevPAR
- Led development of new brand positioning, brand marketing messages, and related graphics package for use in guest-facing touchpoints including TV, mobile, and in-hotel messaging
- Developed new welcome, bedding, and breakfast experiences which drove to improve guest satisfaction. Oversaw qualitative and quantitative testing to ensure program success and franchisee buy-in; new programs drove statistically significant increases in satisfaction for 11 consecutive months. Managed external design firm and internal cross-functional team to develop, test, and deliver new Comfort prototype; design drove +71% increase in “intent to stay”
- Spokesperson for multiple stories including a segment on CNN International’s Quest Means Business and the cover story for Hotel Food & Beverage magazine. Presented regularly to franchisees and Choice Hotels’ C-Suite
- Captured highest-ever “brand session effectiveness” scores from Comfort franchisees during the Choice Hotels 2012 Convention (audience of 1,500+)
Director of Marketing Business Development
Choice Hotels International
10.2005 - 01.2008
- Led department tasked with driving qualified real estate developers to Choice’s 70+ person franchise sales force. Increased qualified leads by 23% YOY.
- Developed all web content, print advertising, direct mail, trade show representation, and collateral development for franchise sales
- Conducted primary research to better understand franchisee decision-making process
Education
Masters of Business Administration -
DUKE UNIVERSITY
Bachelor of Arts - English
STATE UNIVERSITY OF NEW YORK
Skills
- Brand Strategy and Management
- Team Leadership
- Building and Scaling Complex Marketing Programs
- Multi-Channel Campaign Oversight
- Agency Management
- Public Speaking
- B2C and B2B Marketing
- Performance Marketing
- New Product Branding and Launch
- Research and Analytics
Timeline
Principal
Booz Allen Hamilton, BAH
10.2018 - 09.2022
Vice President Marketing Strategy
Edelman Financial Services
02.2017 - 09.2018
Executive Director, Marketing & Advertising
Pearson Online & Blended Learning
11.2012 - 01.2017
Head of Domestic Brand Management
Choice Hotels International
01.2008 - 10.2012
Director of Marketing Business Development
Choice Hotels International
10.2005 - 01.2008
Masters of Business Administration -
DUKE UNIVERSITY
Bachelor of Arts - English
STATE UNIVERSITY OF NEW YORK
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