Hillary Cirillo
Charlotte, NC + Remote
Summary
Highly motivated marketer with expertise in brand management, multi-channel content creation, and a passion for crafting authentic stories that compel audiences to action. Uses skills in organizational change management and project management to deliver strategic business priorities.
Overview
12
12
years of professional experience
1
1
Certification
Work History
Client Care Operations
Solventum (Previously 3M Healthcare)
Remote
12.2022 - Current
- Served as brand lead and subject matter expert during company spinoff from 3M to Solventum.
- Enhanced the client experience by transforming the product implementation process for the Health Information Systems (HIS) business.
- Created the first-ever internal Project Management Office to monitor and deliver priority initiatives for the Client Care organization.
- Established best practices for change management and coached management team to successfully implement priority initiatives.
- Led various cross-functional process improvement initiatives to boost efficiency, productivity, and quality of work across the Client Care organization.
Global Brand Strategy Manager
Sealed Air Corporation
Charlotte, NC
12.2021 - 12.2022
- Managed the implementation of a refreshed brand strategy and architecture to align with evolving business objectives, grow market share, and improve customer loyalty.
- Established a cross-functional brand governance process to collaborate and coach colleagues through brand standards and guidelines.
- Defined and championed the brand's verbal identity, tone of voice, and writing style guidelines to ensure cohesion across all communications.
- Collaborated with agency partners to create and optimize integrated brand awareness campaigns across digital channels, including social, display, and search.
- Developed a global framework for new product innovations and guided teams through naming, nomenclature, and go-to-market launch strategies, creating brand alignment across all regions and portfolios.
- Infused a passion for the brand across the enterprise and fostered a network of brand advocates and champions.
Sr. Brand & Content Marketing Specialist
Sealed Air Corporation
Charlotte, NC
07.2019 - 12.2021
- Responsible for content and creative development of global lead-gen campaigns to drive growth across packaging segments, including e-commerce fulfillment, industrial manufacturing, electronics, automotive, and healthcare.
- Led deep-dive messaging workshops with subject matter experts to translate market research and customer insights into compelling, authentic messaging playbooks for internal and external audiences.
- Scaled and tailored creative content across a variety of organic and paid channels, including long-form blogs and articles, thought leadership, customer case studies, video scripts, social media, paid search, and display ads.
- Guided stakeholders through the agile creative development process, including reviews and revisions of all campaign assets.
- Successfully delivered a multitude of global, integrated campaigns simultaneously, aligning with the brand's verbal identity and tone of voice.
- Brand lead for the migration of Sealed Air's flagship website, including site navigation and architecture, redefined product taxonomy, content creation, and page build in Adobe Experience Manager (AEM).
Brand & Content Marketing Specialist
Sealed Air Corporation
Charlotte, NC
07.2018 - 07.2019
- Responsible for digital content strategy and campaign development for two global business platforms in industrial manufacturing and fulfillment
- Conduct research to identify industry trends and insights and translate into campaign themes and deliverables
- Develop impactful written content for the web, social media, search, email, and video including paid and organic
- Coordinate with global and regional stakeholders to drive business growth
Communications Specialist
Sealed Air Corporation
Charlotte, NC
04.2017 - 07.2018
- Managed the editorial calendar and executed communication plans for high-impact corporate initiatives.
- Created content for the corporate intranet, social media, blogs, articles, podcasts, and email campaigns.
- Developed and managed a social media strategy for executive thought leadership.
Talent Development Program
Sealed Air Corporation
Charlotte, NC
04.2015 - 04.2017
- Crafted robust stakeholder analysis, change management, and communications plans for major programs and initiatives.
- Developed training plans and content to support the adoption of new technology and tools among corporate transformation.
- Spearheaded employee engagement programs for change adoption.
Marketing Communications Manager
Lauren Nicole Designs
Charlotte, NC
11.2014 - 04.2015
- Created brand standards and guidelines for social media, email, and website experiences.
- Developed and executed content for the company website, social media channels, and email marketing campaigns.
- Facilitated editorial and advertising submissions to online and print publications.
Sales & Marketing Specialist
The Biltmore Company
Asheville, NC
11.2013 - 11.2014
- Adhered to brand standards and guidelines to manage social media channels for Biltmore Weddings.
- Maintained relationships with clients, vendors, and event managers to ensure proper execution of on-site event details.
- Advised and consulted new sales leads and inquiries about wedding packages and venues.
Education
Bachelor of Arts - Journalism & Mass Communications - Public Relations
University of South Carolina
Skills
- Global brand strategy & development
- Product naming & trademark management
- Message development & positioning
- Creative storytelling & content marketing
- Customer journey mapping
- Integrated campaign management
- Change management & leadership
- Project management
Certification
- Change Leadership Certification - eCornell University
- Project Management Professional (PMP) Training - Project Management Institute (PMI)
- Lean Six Sigma Yellow Belt Certification - Greenville Technical College
Timeline
Client Care Operations
Solventum (Previously 3M Healthcare)
12.2022 - Current
Global Brand Strategy Manager
Sealed Air Corporation
12.2021 - 12.2022
Sr. Brand & Content Marketing Specialist
Sealed Air Corporation
07.2019 - 12.2021
Brand & Content Marketing Specialist
Sealed Air Corporation
07.2018 - 07.2019
Communications Specialist
Sealed Air Corporation
04.2017 - 07.2018
Talent Development Program
Sealed Air Corporation
04.2015 - 04.2017
Marketing Communications Manager
Lauren Nicole Designs
11.2014 - 04.2015
Sales & Marketing Specialist
The Biltmore Company
11.2013 - 11.2014
Bachelor of Arts - Journalism & Mass Communications - Public Relations
University of South Carolina
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