Summary
Overview
Work History
Education
Skills
Affiliations
Timeline
Generic

Jaclyn Ruelle

Richmond,USA

Summary

Results-driven creative agency leader turned brand side marketer. Skillful negotiator, master ideator, cultural buzz generator and respected leader who can balance the steadfastness of leadership while embracing the creativity required for big brand leaps. A positive force of energy with an infectious attitude and a track record of building iconic, adored and growth brands. A natural collaborator, Jaclyn brings a knack for building strong relationships, expertly navigating workplace challenges and building, leading, and empowering teams.

Overview

21
21
years of professional experience

Work History

VP Marketing

Homes.com
12.2024 - Current
  • Drove customer acquisition, developing engaging content for social media platforms and websites.
  • Built high-performing marketing teams through strategic recruitment, training, and mentorship initiatives.
  • Boosted brand awareness by implementing innovative marketing campaigns and strategies.
  • Implemented analytics tools to track campaign performance, making data-driven adjustments for optimal results.
  • Directed market research initiatives to gain valuable insights into consumer behavior trends and preferences, informing future strategy decisions.
  • Spearheaded product launches, coordinating cross-functional teams to ensure successful market entry and adoption.
  • Collaborated with sales teams to develop cohesive go-to-market strategies that drove revenue growth across multiple channels.
  • Optimized sales funnel performance, streamlining lead generation processes for improved conversion rates.
  • Managed trade shows and industry events to showcase company offerings, generating qualified leads for business growth.
  • Leveraged email marketing campaigns to increase customer retention rates while also driving new leads towards conversion.
  • Increased website traffic by implementing effective search engine optimization techniques and digital marketing strategies.
  • Identified value propositions and key messages for company marketing campaigns.
  • Identified target audiences and devised campaigns to match target demographics and optimize results.
  • Managed and oversaw design of marketing material and promotional literature for organization.
  • Conducted market research to identify new opportunities and target markets.
  • Improved website visibility through development and implementation of SEO strategies.
  • Generated sponsorships with related and partnering entities to enhance marketing objectives.

VP, Head of Brand

Papa Johns
09.2022 - 11.2024
  • Accolades: Campaign US 40 over 40 (2024), Brand Innovators Women in Marketing Innovator Award (2023)
  • Customer-first Brand Builder
  • A customer service champion overseeing creative development and consumer engagement strategies featuring breakthrough creative that includes brand building, cultural activations, social media, creator partnerships, content and creative functions with a team of 10.
  • Results to date feature growth in brand equity, improved brand perception and ability to maximize long-term sales growth.
  • Drove significant gains, +3% increase (Q1 to Q2 2024), on quality perception
  • Earned highest brand recall scores since early 2023, surpassing Pizza Hut and Little Cesar’s
  • Increased gains in core growth audiences (Gen Z +6% and Gen X +3%) for ‘likelihood to recommend’
  • Creative Execution & Leadership
  • Led national creative agency RFP search and review process; played supporting role on national media agency RFP
  • Launched 2023 re-brand, Managed $11M production budget to a $140MM media budget
  • Lead day to day creative agency partner planning, programming, and activations to further enhance brand presence and brand health
  • Champion visual identity brand framework: elevating creative development across all consumer touchpoints, creating a holistic brand strategy manifesting into an omnichannel Visual Identity and implemented new processes for national to local creative development and implementation in market
  • Partnerships & Collaboration
  • Manage partnership relationships and executions related to consumer-driving activations and influencer programming including but not limited to PepsiCo and Frito Lay, Mondelez, NBA, MLB, Burns Entertainment, Excel Sports Management, CAA, Klutch Sports, Sunset Blvd, etc.
  • Lead day to day relationship for Shaquille O’Neal; championing how he comes to life in creative communications.
  • Organizational Agility:
  • Swift to initiate, grow and manage internal and external relationships with franchisees, partners, agencies, and industry groups
  • Collaborate with Marketing & Digital leadership team on product innovation, pricing and calendar decisions, digital excellence, loyalty/CRM consumer journeys, to ensure that the marketing plan exemplifies a sustainable, manageable, growth model.
  • Manager/Mentor/Relationship Developer
  • A positive and optimistic leader who creates a climate where people want to do their best through honesty, transparency and empowerment. Driving team performance while not compromising the work culture.
  • Provide ongoing coaching and support to develop clear, measurable objectives and developing the next layer of leaders

Managing Director, Cultural Impact Lab & Brand Communications

Martin Agency
02.2019 - 09.2022
  • Priority client focus: CarMax, DoorDash, Old Navy, TIAA, UPS
  • Additional client experience: Axe, Buffalo Wild Wings, Busch Light, Century 21 Real Estate, Donate Life, GEICO, Oreo, Sabra
  • Accolades: 2019 Adweek’s Creative 100, Adweek Agency of the Year 2020 & 2021, AdAge A-List Agency of the Year 2022 & 2023, Campaign US 2021 Corp Comms Team of the Year, Fast Company’s most Innovation Company 2023, PRWeek’s 2022 Outstanding Non-PR Agency, Campaign U.S. 2022 Female Frontier award; 2021-2023 4As Comms Committee Co-Chair
  • Founded the agency’s first-ever The Cultural Impact Lab fueled by paid/owned/earned specialists to shape and prioritize crafting cultural moments for clients in a consistent, measurable, and strategic way, going beyond traditional advertising metrics; enabling clients to ingratiate themselves into cultural discourse by creating organic chatter. Grew Lab from zero to 36 employees in three years; scoped in 90% of agency’s business; earned top industry award honors
  • Integral to 30+ campaigns, totaling 33+B impressions including but not limited to: Convincing an iconic hip hop group to change their name for BWW boneless wings launch, debuting a Lady Gaga cookie with Oreo, securing DoorDash’s Super Bowl spot debut at #5 on ad meter, creating insurance brand re-cream on the heels of the iconic Scoop There It Is TV spot, harnessing the influence of global reggaeton star J Balvin to drop an anthem in support of UPS small business partners
  • Rebranded Martin Agency’s brand comms team to create agency’s own best-case study (back-to-back Adweek Agency of the Year, AdAge A-List and Fast Company Most Innovative winners)
  • Dedicated leader with a mission to empower others to fuel growth, co-creator of all-agency career map and L&D curriculum
  • Hands-on client partner, adept at identifying needs, overcoming obstacles and delivering breakthrough solutions

SVP Account Director Public Relations/Social Influence

MullenLowe
06.2010 - 02.2019
  • Brand experience: Acura, American Greetings, ECCO, Evolved Brands, E
  • TRADE, Feld Entertainment, JetBlue Airways and JetBlue Card, Martha Stewart Paint and Crafts, National Geographic Channel, Nuveen, Papyrus, Royal Caribbean, S.C. Johnson Shout, Tropicana Trop50, Ulta Beauty, Zappos.com
  • Accolades: North American Grand Effie (2015, American Greetings), Gold Effie for Sustain Campaign (2017, JetBlue), Silver Cannes Lion (American Greetings), Bronze Cannes Lion (American Greetings, JetBlue), PR Week Consumer Campaign of the Year 2015 (American Greetings), PRSA Silver Anvil (American Greetings, JetBluex2), 2017 In2 Sabre #5 campaign of the year (JetBlue), 2017 Sabre #2 campaign of the year (Ringling Bros.); Named to 2015’s Holmes Report’s Innovator 25 and Boston Business Journal’s 40 under 40 lists
  • A hybrid PR/creative powerhouse championing the agency’s integrated marketing model; lead some of the agency’s most innovative and award-winning brands including American Greetings, JetBlue and Zappos from a PR, strategic social and experiential marketing standpoint
  • Led PR department to secure The Holmes Report’s 2017 Consumer PR Agency of the Year award
  • Skilled at navigating tough client challenges with innovative solutions that lead with breakthrough earned approaches
  • Managed six seasons of New York Fashion Week and experiential events for both Papyrus and Zappos, SXSW and CES pop-ups for American Greetings, and countless experiential events across the country
  • Consistent pipeline of new business, contributing to big wins for agency; enabled and mentored new business; helping to shape the future of MullenLowe’s global PR practice with acquisition of global shop, Salt Communications
  • Focused on fueling a growth pipeline of talent ripe for shaping the future of the agency; 11 direct reports

Senior Account Executive

Schneider Associates
10.2009 - 06.2010
  • Brand experience: Zoo Personal Sleep Device, Liquid Wrench, Catholic365.com, d-CON
  • Key day-to-day account manager and media relations specialist dedicated to generating continued client visibility for new product announcements, industry trend reports, business stories, influencer outreach and social media programs, instrumental in agency’s new business and social media education teams

Senior Account Executive/Account Supervisor

CGPR Public Relations
08.2006 - 10.2009
  • Brand experience: 7EYE, Eastern Mountain Sports, Outdoor Retailer Tradeshow, Outdoor Industry Foundation’s Outdoor Idols, Perfect Pushup, W.L. Gore and Associates (GORE-TEX), Yakima Vehicle Racks
  • Day-to-day account supervisor for up to six accounts, agency new business team, mentor junior staff and interns, social media education liaison, manager of media tours, NYC desk-side events, trade show appearances and event planning

Intern/PR Assistant/PR Associate/Advertising Account Manager

Meridian Group Marketing Communications
01.2004 - 08.2006
  • Brand experience: Automart.com, Autoextra.com, General Sports Turf Systems, Hilton Virginia Beach Oceanfront, Virginia Beach Neptune Festival, STIHL Inc., STIHL HR, and STIHL Timbersports, St. James Plantation, Wounded Warrior Project
  • Administered, supported, and eventually lead media relations on the local to national level for six clients as well as managed employment advertising and branding campaign for human resources client; secured notable David Letterman segment

Education

B.A. - Mass Communications

Virginia Wesleyan University
Norfolk, VA
01.2004

Skills

  • CRM management
  • Creative direction
  • Content strategy
  • Marketing analytics
  • Partnership development
  • Influencer marketing
  • Customer segmentation
  • Competitive analysis
  • Integrated marketing
  • Social media engagement
  • Event planning
  • E-mail and direct mail marketing campaigns
  • Excellent written and verbal communicator

Affiliations

  • 2023-Present Board of Trustees, Virginia Wesleyan University
  • 2022-Present Member, Chief Women’s Leadership Network
  • 2015-2019, Founding Board Member, Fore Hadley Foundation (dedicated to research for Congenital Diaphragmatic Hernia (CDH), supporting CDH families, and raising awareness)

Timeline

VP Marketing

Homes.com
12.2024 - Current

VP, Head of Brand

Papa Johns
09.2022 - 11.2024

Managing Director, Cultural Impact Lab & Brand Communications

Martin Agency
02.2019 - 09.2022

SVP Account Director Public Relations/Social Influence

MullenLowe
06.2010 - 02.2019

Senior Account Executive

Schneider Associates
10.2009 - 06.2010

Senior Account Executive/Account Supervisor

CGPR Public Relations
08.2006 - 10.2009

Intern/PR Assistant/PR Associate/Advertising Account Manager

Meridian Group Marketing Communications
01.2004 - 08.2006

B.A. - Mass Communications

Virginia Wesleyan University

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Jaclyn Ruelle