Hi, I’m
Grady Covington
SVP, Marketing Executive
Chicago,Illinois
Summary
As the Director of Content and Commerce at Whirlpool Corporation, I lead a team of talented professionals who
create and execute engaging and innovative content and commerce strategies for one of the world's largest home
appliance manufacturers. With over 25 years of experience in the field of strategic leadership, brand management,
shopper marketing, retail promotions, experiential marketing, senior account management, and special events
coordination, I have a proven track record of delivering results that exceed expectations and drive business
growth.
My mission is to leverage my expertise in shopper marketing and brand communication to build strong and lasting
relationships with customers, retailers, and partners and to enhance the brand awareness and reputation of
Whirlpool and its products. I am passionate about finding new and creative ways to connect with consumers and
deliver solutions that meet their needs and preferences. I am also committed to fostering a culture of collaboration,
innovation, and excellence within my team and across the organization.
Overview
25
years of professional experience
Work History
Whirlpool Corporation
Director, Content and Commerce + Shopper
08.2022 - Current
Job overview
- Drove the strategic merger of content and commerce initiatives, leading to a 25% increase in year-over-year revenue by developing integrated shopper experiences across digital platforms
- Led and developed Retail Guidelines and templates for all categories and retail customers (Lowe's, THD, Menards, Independents)
- Spearheaded a multi-brand Content and Commerce initiative by directing a cross-functional team of 15+ members, enhancing the PDP and MOP video integration, which increased conversion rates by 35% across KitchenAid, Maytag, Whirlpool, and Amana brands within one calendar year
- Directed a cross-functional internal Shopper team, effectually orchestrating comprehensive campaigns for premier retailers, including Lowe's, The Home Depot, and Menards, which amplified client satisfaction scores by 33% within a 6-month period
- Managed a cross-departmental initiative with a team of 17 Program Managers, leading to the development and launch of an integrated content and e-commerce platform that enhanced user engagement on the dot com brand sites.
Energy BBDO
SVP, Global Group Account Lead
07.2021 - 08.2022
Job overview
- CLIENT PORTFOLIO: SC Johnson and The General Insurance
- Spearheaded the SC Johnson Certified Care campaign, leading to the prestigious achievement of 2 Bronze Cannes Lions, enhancing brand recognition and demonstrating leadership in creative marketing strategy on a global scale
- Directed a multi-disciplinary team to develop and execute the Global SC Johnson creative content strategy, delivering over 600 distinct assets annually
- Collaborated closely with the strategy team to leverage data-driven insights, resulting in a 25% increase in campaign performance and client retention for key global accounts by optimizing analytics across all marketing channels
- Directed the new business team in acquiring The General Insurance as a client, contributing to a $20M increase in annual revenue for Energy BBDO by effectively showcasing agency capabilities and aligning with client objectives
- Directed a team of 5 account managers in spearheading 6 innovative above-the-line (ATL) advertising campaigns for The General Insurance, enhancing brand engagement and contributing to a 35% increase in consumer engagement with the company.
VML COMMERCE
Vice President, Account Director
10.2019 - 07.2021
Job overview
- CLIENT PORTFOLIO: Ferrara Candy Company
- Directed a multifaceted marketing strategy that increased brand engagement by 120% for Ferrara Candy's product lines, including Laffy Taffy and SweetTarts, by leading the Account and Creative teams in the creation of Point of Purchase (POP) and Social Media assets
- Business lead for VMLY&R Commerce's conflict shop, overseeing Ferrero, Ferrara, Gerard Bertrand, and The Scotts Miracle Gro Company
- Revised SOW from a project-based scope to a retained scope, increasing revenue by $1.4MM for Ferrero/Ferrara brands
- Identify new ways of converting and retaining shoppers as buying behavior changes rapidly - digital-first, influence of Creative Commerce
- Set Account management and Creative objectives for a department of 15 and develop strategies to meet those objectives while working within budgetary parameters.
Upshot Agency
Senior Account Director
05.2017 - 10.2019
Job overview
- CLIENT PORTFOLIO: Constellation Beer Brands
- Led the Constellation Beer Brand Portfolio Account (Corona Brand Family & Modelo Family of Brands) and managed the initiatives for in-store, shopper marketing, experiential, sports sponsorships, retail and promotional campaigns
- Able to lead agency and client team through the strategic planning process
- Responsible for maintaining and growing client revenue
- Ensure the client's financial processes are running smoothly
- Developed and directed the professional growth of all Account management team with emphasis on leadership, strategic thinking and management/training skills.
The Integer Group
Group Account Director
02.2013 - 04.2017
Job overview
- CLIENT PORTFOLIO: MillerCoors (9 Brands)
- Oversaw the MillerCoors Brand business, including the two largest brands in the portfolio, ensuring all shopper marketing programs are strategically sound, provide value to both the retailer and the shopper, and drive volume
- Partnered with key MillerCoors marketing, sales, and brand clients, as well as internal teams, to develop the right strategy and story to successfully launch over 6 new brands over the past 2 years
- Actively seek out new MillerCoors opportunities, resulting in $1.3MM of incremental business on Coors Light, Coors Banquet, and Innovations over the past two years
- Oversaw and managed $6.9 million shopper budget across 9 brands
- Led and mentored a team of 15 Denver and Chicago-based reports, resulting in the promotion of 6 team members over the past 3+ years, ranging in level from AE to Director.
Arc Worldwide
Account Supervisor
05.2008 - 02.2013
Job overview
- CLIENT PORTFOLIO: MillerCoors (3 Brands)
- Oversight of account management, creative concept development and implementation of integrated marketing campaigns, strategic brand management, and daily client relations (Retail and Brand)
- Preparation and coordination of promotional programs for Miller High Life, such as 'Give Back to the little Guys' and 'Welcome Back to the High Life' bringing to life the brand's strategic positioning of 'Common Sense in a Bottle'
- Substantial contribution to the rebranding efforts for Keystone Light beer, securing a favorable position in the market and expanding awareness of target audience to the beer
- Recipient of various Reggie awards for two Keystone Light promotions.
Legacy Marketing
Account Supervisor
04.2007 - 05.2008
Job overview
- CLIENT PORTFOLIO: Pernod Ricard USA (Seagram's Gin, Martell Cognac, and Tequila Tezon)
- Expert development of business/marketing strategy, conception, ideation, and execution of experiential programs for Tequila Tezón, Martell Cognac, and Seagram Gin brands
- Determination of all client directives, goals, and overall expectations for these brands
- A key player in launching the new Seagram's Gin flavors to a young adult audience (21-25-year-olds) to modernize the brand and increase its relevance through on-premise DJ events
- Introduction of Tequila Tezón (a new tequila brand) through experiential, on-premise, and digitally that linked to the brand's heritage.
Fairfield Indians (Minor League Affiliate of the Cleveland Indians)
Major League Baseball
01.1989 - 12.1992
Job overview
- Played MLB Farm System; with a year in a rookie league and three years in A-league.
Education
University of Central Missouri, Warrensburg, MO
Bachelor of Arts from Business
1985 - 1989 (4 years)
Skills
Experiential Marketing
undefinedTimeline
Director, Content and Commerce + Shopper
Whirlpool Corporation
08.2022 - Current
SVP, Global Group Account Lead
Energy BBDO
07.2021 - 08.2022
Vice President, Account Director
VML COMMERCE
10.2019 - 07.2021
Senior Account Director
Upshot Agency
05.2017 - 10.2019
Group Account Director
The Integer Group
02.2013 - 04.2017
Account Supervisor
Arc Worldwide
05.2008 - 02.2013
Account Supervisor
Legacy Marketing
04.2007 - 05.2008
Major League Baseball
Fairfield Indians (Minor League Affiliate of the Cleveland Indians)
01.1989 - 12.1992
University of Central Missouri
Bachelor of Arts from Business
1985 - 1989 (4 years)
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