Katherine Arnett
Santa Barbara,CA
Summary
With 12+ years of experience, I am a strategic leader in building and scaling global brands in dynamic environments. My expertise includes developing and executing brand strategies, driving integrated marketing campaigns, and aligning cross-functional teams to deliver impactful results. I excel at creating compelling narratives that resonate with diverse audiences, positioning brands for long-term growth, and fostering collaboration across creative, product, and go-to-market teams.
Overview
12
12
years of professional experience
Work History
Senior Director, CEO Communications
Procore Technologies
03.2022 - Current
- Persona & Positioning: Ensure consistent messaging and voice across all audiences, providing consultation and approval for all CEO communication requests across all channels, including media, internal communications, and customer interactions.
- Employee Engagement: Connect the CEO with employees at the right time and with the right message to inspire, inform, and retain top talent while fostering stability during times of change.
- Investor Relations: Prepare the CEO for quarterly earnings calls and Investor Day presentations to ensure clear and effective communication with stakeholders.
- Media Relations & Thought Leadership: Draft content for all external touchpoints including keynote presentations, media interviews, podcasts, contributed bylines, social media and more. Prepare CEO for all external speaking engagements, ensuring consistent messaging and confident delivery.
- Customer Communications: Manage high-priority customer communications, including drafting emails, and preparing for key customer meetings.
- Crisis Management: Develop and execute swift, effective response strategies for crises as they arise, ensuring the CEO’s communications are clear, reassuring, and aligned with company priorities.
Director, CEO Communications
Procore Technologies
04.2021 - 03.2022
- Established CEO communications function, defining the CEO's internal and external voice, and developing a comprehensive communications strategy to align with corporate goals and amplify Procore’s brand.
- Managed internal and external CEO communications through Procore's IPO roadshow and IPO.
- Developed CEO's social media program and increased engagement YoY.
Director, Brand Marketing
Procore Technologies
04.2020 - 04.2021
- Collaborated with product marketing, sales, communications and other internal teams to integrate brand messaging into all customer, investor and prospect touchpoints
- Led the development and execution of comprehensive brand campaigns, ensuring alignment with brand vision and business objectives
- Oversaw campaign planning, creative development, and media strategy across all channels
- Managed events team responsible for producing Procore's annual user conference, pivoting to a virtual format in 2020, and achieving record participation with 8,000+ attendees
- Managed multi-year, multi-million-dollar NASCAR sponsorship
Senior Manager, Brand Marketing
Procore Technologies
09.2018 - 04.2020
- Collaborated with product marketing, sales, communications and other internal teams to integrate brand messaging into all customer, investor and prospect touchpoints
- Led the development and execution of comprehensive brand campaigns, ensuring alignment with brand vision and business objectives
- Oversaw campaign planning, creative development, and media strategy across all channels
- Managed events team responsible for producing Procore's annual user conference
- Managed multi-year, multi-million-dollar NASCAR sponsorship
Manager, Brand Marketing
Procore Technologies
10.2017 - 09.2018
- Developed the Brand Marketing function at Procore, as first Brand hire.
- Spearheaded Procore's first ever full-scale rebranding initiative, encompassing visual identity, product architecture, messaging, and thought leadership pillars
- Managed all cross-channel brand campaigns from creative brief through execution and reporting.
Brand Marketing Manager
Fitbit
05.2015 - 06.2017
- Directed all e-commerce and brand campaigns across key consumer touchpoints, including digital ads, social media, website, and email marketing
- Led brand strategy for the successful launch of two products, multiple software features, and dozens of accessories across 43 global markets
- Managed cross-functional teams, including retail, international, legal, and creative partners, to ensure seamless execution of campaigns
- Partnered with the White House and the U.S Surgeon General to create a national campaign promoting walking in America, engaging 600,000+ participants and producing a campaign video with First Lady Michelle Obama
- Collaborated with research, analytics, and e-commerce teams to translate market insights into impactful brand experiences
- Served as strategic lead for website initiatives, including the launch of new pages, redesigns, and updates to legacy content
- Ensured brand consistency across paid media efforts
Marketing Coordinator
Fitbit
01.2014 - 05.2015
- Oversaw production of product videos and photoshoots for the launch of three new products
- Managed all assets for digital executions, including homepage marquees, landing pages, emails, social media images, and more, for holidays, product updates, and special marketing campaigns
- Led the first annual charitable campaign, FitForGood, achieving 100,000+ sign-ups and driving widespread engagement
- Developed and wrote copy for digital campaigns, event collateral, and web pages to ensure consistent and compelling messaging
Strategist
Saatchi & Saatchi Sustainability
07.2013 - 12.2013
- Developed CSR programs for Fortune 100 companies and clean-tech startups, driving brand alignment with sustainability goals
- Crafted brand guidelines and employee engagement strategies for clients in diverse industries
Education
BA - International Relations & Economics
Johns Hopkins University
Skills
- Brand Strategy Development
- Brand Execution & Advocacy
- Internal & External Communications
- Executive Influence & Management
- Storytelling & Writing
Timeline
Senior Director, CEO Communications
Procore Technologies
03.2022 - Current
Director, CEO Communications
Procore Technologies
04.2021 - 03.2022
Director, Brand Marketing
Procore Technologies
04.2020 - 04.2021
Senior Manager, Brand Marketing
Procore Technologies
09.2018 - 04.2020
Manager, Brand Marketing
Procore Technologies
10.2017 - 09.2018
Brand Marketing Manager
Fitbit
05.2015 - 06.2017
Marketing Coordinator
Fitbit
01.2014 - 05.2015
Strategist
Saatchi & Saatchi Sustainability
07.2013 - 12.2013
BA - International Relations & Economics
Johns Hopkins University
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