Jessica Perry
Bloomfield,MI
Summary
I am passionate about building meaningful relationships with people to drive business growth and create strong marketing impact. What excites me is finding a consumer truth that transforms a program or thinking and inspires creative. I possess expertise and seasoned leadership in advertising and creative development, consumer research, communication planning and digital strategy. Accomplished skills in positioning and messaging work, creative brief development, qualitative and quantitative research, and journey mapping.
Overview
28
28
years of professional experience
Work History
VP Strategy Director
MRM
10.2015 - 10.2024
- Developed creative strategy for the all-new GM Rewards and Mastercard program, guiding all phases of consumer research, positioning, branding, omni-channel messaging strategy and creative development.
- Spearhead all strategy responsibilities for creative development of GM Rewards to engage and drive growth of 12 million members and cardmembers across the lifecycle and ecosystem.
- Evolved GM BuyPower Card positioning to make it more human which led to revamped creative and new work across channels.
- Created customer journey map to build relevancy through a customer-first design, impacting moments that matter to optimize messaging and marketing approach
- Developed creative briefs and CRM strategies to drive acquisition and engagement through critical audience segments.
- Created new positioning for GM Vehicle Purchase Program that elevated its purpose and took it beyond the transactional to show that emotion can drive business.
- Crafted Effie submissions to recognize advertising effectiveness and creative excellence resulting in first-time wins for the MRM office.
- Elevated the presence of strategy within MRM by being a close ally and champion of the creative team.
- Spearheaded new cross-functional agency process to deliver creative excellence and innovation to client team.
- Delivered ongoing thought leadership through competitive assessments, case studies, market intelligence and consumer trends.
VP Planning Director
Leo Burnett
08.2010 - 05.2015
- Led positioning efforts to re-brand GMC and appeal to modern consumers.
- Strong presentation and brief writer.
- Created messaging strategy for Sierra and Canyon truck launches.
- Led agency in branding initiatives and communication strategies.
- Extensive market research experience both qualitative and quantitative (ethnographic, positioning, messaging, creative testing, features and claims, brand tracking, copy testing, NVCS, JD Power).
VP Strategic Planning
Doner
09.2005 - 07.2010
- Key agency and client team member on Shell business for 5+ years, resulting in launching and re-launching multiple brands.
- Repositioned and re-launched Quaker State based on consumers’ emotional needs to give it a relevant voice in a crowded category.
- Performed qualitative and quantitative research for consumer insights.
Partner, Senior Account Planner
JWT
07.2002 - 09.2005
- Planning responsibilities for White Castle and Bosch wiper blades.
- Directed consumer research that resulted in brand strategy shift and subsequent record sales growth (Effie win).
- Initiated extensive brand audit with multiple segments to identify, develop and drive business building strategies.
Strategic Planner
Publicis Dialog
12.1999 - 01.2001
- Lead strategist for acquisition, retention and activation campaigns.
- Conducted post campaign analysis and provide program recommendations.
Senior Marketing Analyist
Compaq Computer
04.1999 - 12.1999
- Provided primary research support to cross-functional product team.
- Gained customer insight for new product introductions and marketing plans.
- Conducted international qualitative consumer research for global insights.
Marketing Analyst
J. Walter Thompson
10.1996 - 03.1999
- Assisted in development of brand plans, creative briefs and competitive vehicle analysis.
- Provide customer analysis and targeting for communication planning.
- Proficient in NVCS data mining.
Education
Bachelor of Arts - Economic
Oakland University
Rochester, MI12-1995
Skills
Team Leadership
Relationship Building
Strategic Storyteller
Creative Strategy & Briefs
Consumer Insights
Digital Marketing
Communication Planning
Workshop Facilitator
Journey Mapping
Positioning & Brand Building
Qual and Quant Research
Creative Testing
Accomplishments
GM Rewards Effie Shortlist 2022
GM BuyPower Card Effie Shortlist 2020
GM Educator Discount People Voice Webby Award 2018
GM Educator Discount Drum Content and Marketing 2018
Timeline
VP Strategy Director
MRM
10.2015 - 10.2024
VP Planning Director
Leo Burnett
08.2010 - 05.2015
VP Strategic Planning
Doner
09.2005 - 07.2010
Partner, Senior Account Planner
JWT
07.2002 - 09.2005
Strategic Planner
Publicis Dialog
12.1999 - 01.2001
Senior Marketing Analyist
Compaq Computer
04.1999 - 12.1999
Marketing Analyst
J. Walter Thompson
10.1996 - 03.1999
Bachelor of Arts - Economic
Oakland University