Hi, I’m
Kelly Lewis-Pratl
Berwyn,IL
Summary
Dynamic, purpose-driven leader with extensive experience creating and executing strategic marketing and communications initiatives for global brands. Marketing enthusiast with a strong understanding of branding, messaging, creative content, and campaigns that positively impact brand awareness, engagement, and revenue growth. Expertise includes building and leading high-performing teams, developing complex communications strategies, and developing and executing brand strategies that drive impactful results.
Overview
16
years of professional experience
1
Certification
Work History
Leo Burnett AdvertisingChicago, IL
Freelance Creative Resource Director
11.2023 - 02.2024
Job overview
- Managed new business pitches and creative department workflow for Quick Service Restaurants (QSR's), food & beverage, and retail brands to foster the development of exceptional creative and timely delivery of initiatives
- Evaluated available creative resources against creative deliverables to match the right teams to the right projects
- Oversaw project timelines and facilitated communication among teams, including new business, account, creative, strategy, and executive team members, ensuring the prompt and efficient delivery of creative work
Wiley University ServicesRemote
VP, Corporate Brand Marketing and Communications
01.2020 - 01.2023
Job overview
- Mentored and led a cross-functional team in creating and implementing integrated marketing campaigns that increased brand awareness and engagement with customers; 50% of current pipeline opportunities originated from marketing-supported activations
- Managed all brand positioning, governance and go-to-market strategies informing the development and deployment of 50+ content pieces, 20+ email nurturing campaigns, 30+ industry conferences, pitch decks, and sales collateral to support engagement with prospects
- Established a Customer Insights practice, centered on creating customer journey maps and Voice of the Customer programs to guide product development, business strategies, and marketing campaigns
- Executed and advanced internal and external communication strategies that effectively communicated Wiley's vision, mission, and values; led COVID-19 crisis communications planning and activation
- Drove the brand migration of Wiley Education Services to Wiley University Services in 2022, a multi-functional effort to create internal and external adoption of the revised positioning and brand presence
- Launched the podcast 'An Educated Guest' in 2021; in 2022 Spotify cited that the podcast accounts for more new content than 95% of other creators in education and top 20% of most-followed and most-shared globally
Wiley Education ServicesOak Brook, IL
Sr. Director, Corporate Brand Marketing & Strategy
01.2018 - 01.2020
Job overview
- Developed and executed comprehensive corporate branding strategies informing the production of over 150 marketing assets and campaigns to drive awareness with prospects
- Launched the 'Smart to Finish' brand campaign, which increased website users nearly 80%
- Managed the market research team responsible for analyzing data to identify trends and insights communicated in thought leadership assets that account for nearly 80% of Sales Qualified Leads (SQL's)
- Fostered and maintained relationships with key stakeholders, including media outlets, industry organizations, and influencers, to increase visibility and credibility of the brand
- Established the marketing operation in Europe as part of a multi-million-dollar business unit that included brand, digital marketing, and creative; built agency relationships and created global brand guidelines and marketing strategies
- Developed the formal internal communications and colleague engagement practice, leading, and implementing over 30 culture programs annually and over 100 internal communications annually, including M&A and crisis plans
- Mentored and coached over 20 team members, fostering a collaborative and results-driven culture.
Wiley Education ServicesOak Brook, IL
Director of Market Strategy and Development
01.2016 - 01.2018
Job overview
- Led the Market Strategy and Research, B2B Marketing, Creative, Sales Enablement, and New Partner Startup teams that serve as the engine for Wiley Education Services' analytic and strategic approach to new business acquisition
- Established the Corporate Brand marketing practice from a website and PR to a new brand identity, overhaul of GTM strategies and tactics resulting in development of 40+ net-new content assets, triple-digit growth in social media performance, and 40% increase in website traffic
- Improved Market Strategy and Research capacity 20% by introducing technologies and setting clear team objectives
- Cultivated external strategic partnerships to build brand awareness with industry leaders
Wiley Education ServicesOak Brook, IL
Director of Marketing, New Partner Startup
01.2014 - 01.2016
Job overview
- Designed and implemented the New Partner Startup process applied to every higher education institution who partners with Wiley to quickly enter the market with new offerings
- Managed marketing launches for 50% of the partners and programs in the Wiley portfolio across the Chicago, Orlando, and Denver regions as well as for the UK, Ireland, and Belgium
- Developed and implemented comprehensive marketing plans to build awareness around offerings and to achieve business objectives
- Leveraged customer insights data, understanding of market size, opportunities, and competition within the higher education landscape to inform the development of GTM plans representing over $60M in revenue
- Led the activation of all D2C promotional channels, including social media, paid social, organic search, paid search, remarketing, and email nurturing campaigns to build awareness and engagement with prospective students
Wiley Education ServicesBurr Ridge, IL
Director of Marketing
01.2010 - 01.2014
Job overview
- Built a marketing team from 10 to 35+ members across four regions, including establishing the marketing practice in Denver, CO
- Provided strategic direction in the development of multi-channel, integrated D2C marketing plans for 35 private and public universities and 150 online degree programs with a budget of over $12M
- Partnered with cross-functional groups to optimize campaigns and achieve business objectives.
Crispin, Porter + Bogusky (CP+B)Boulder, CO
Content Supervisor
01.2008 - 01.2010
Job overview
- Led comprehensive TV, print, and digital advertising campaigns to support clients' business objectives and build brand loyalty
- Managed scope, budget, and successful delivery of marketing initiatives
- Recognized as 'Agency of the Year' at the 2009 Clio Awards - Old Navy named it one of the most memorable campaigns
- Awarded 2010 Silver Effie for the Routan Boom campaign
- Named 'Agency of the Year' by Creativity, Adweek, and Advertising Age magazines
- Creativity magazine cited the VW Routan initiative as one of the groundbreaking campaigns contributing to this accolade
Education
Illinois State UniversityNormal, IL
Master of Science (MS) from Arts Technology
2003
Illinois State UniversityNormal, IL
Bachelor of Arts (BA) from English and Mass Communications
1999
Skills
- Brand Identity, Positioning, Management
- Budget Management
- Business Strategy
- Corporate Communications
- Integrated Marketing Strategies & Tactics
- Team Leadership
Additional Relevant Experience
Leo Burnett Advertising, Chicago, IL
Account Supervisor: Allstate Insurance, Regional Advertising and Specialty Lines; AstraZeneca
Senior Account Executive: Eggo, Morningstar Farms, Turner Classic Movies (TCM) | Account Executive: Beck’s Beer
State Farm Insurance, Bloomington, IL
Writer and Producer and Account Manager Assistant, Creative Services Department
WLS-TV Chicago | ABC7
Intern, Creative Services Department
Certification
• Leading with Finance Certificate, Harvard Business School
• Social Media Marketing Certificate, DePaul University
Timeline
Freelance Creative Resource Director
Leo Burnett Advertising
11.2023 - 02.2024
VP, Corporate Brand Marketing and Communications
Wiley University Services
01.2020 - 01.2023
Sr. Director, Corporate Brand Marketing & Strategy
Wiley Education Services
01.2018 - 01.2020
Director of Market Strategy and Development
Wiley Education Services
01.2016 - 01.2018
Director of Marketing, New Partner Startup
Wiley Education Services
01.2014 - 01.2016
Director of Marketing
Wiley Education Services
01.2010 - 01.2014
Content Supervisor
Crispin, Porter + Bogusky (CP+B)
01.2008 - 01.2010
Illinois State University
Master of Science (MS) from Arts Technology
Illinois State University
Bachelor of Arts (BA) from English and Mass Communications