KELLY SAFFREY
Torrance,CA
Summary
High performing, results driven senior brand executive with 15+ years of experience pioneering integrated marketing strategies and campaigns for world-leading brands like Hyundai, Toyota, Bayer, Coldwell Banker Real Estate, Amazon and Panda Express. Proven track record in balancing big ideas with bottom-line results to amplify revenue growth and brand awareness through strong leadership and innovation. An effective communicator, cultivating trusted relationships, across all levels with strong business acumen, problem solving and analytical skills. Acute attention to detail while maintaining a 30,000-foot view. Entrepreneurial spirit with a passion for collaboration and achieving high impact, business changing communications that lead to success across every platform. Intuitive, positive and compassionate leader; a mentor who supports and seeks out growth opportunities for team members by fostering frequent communication, feedback and goal setting.
Overview
20
20
years of professional experience
Work History
Senior Account Director
INNOCEAN Worldwide
09.2022 - 06.2023
- Client: Hyundai Motor Company
- Brought in to lead the charge on two major Hyundai partnership initiatives: Journeys campaign with world-renowned photographer Annie Leibovitz and Disney in celebration of their 100th year anniversary
- The Journeys campaign was centered on Hyundai's commitment to putting people first and the people they build cars for
- The campaign leveraged current owners and their journeys to help tell that story in a meaningful way
- Deliverables included static portraits and video leveraged across paid and organic social media, including a partnership with Conde Nast, as well as a website landing page and e-magazine
- This campaign immediately strengthened brand equity and sentiment
- Exposure generated significant lift in likelihood to engage with Hyundai; leaving +75% of people more likely to visit the Hyundai website and search for Hyundai online; Creative exposure also drove a 10% lift in likelihood to build or shop a Hyundai vehicle online
- Partnering with Disney, one of the world's most beloved brands, provided Hyundai the opportunity to build an emotional connection and build brand opinion through a campaign called “Magic Moments - There's Magic in the Journey”
- Deliverables included eight co-branded TV commercials, social content for paid and organic, custom branded content, as well as a website landing page, e-magazine and experiential assets
- The campaign surpassed automotive category norms in likeability, attention, brand recognition and emotion. Source: Ace Metrix
- Served as point of contact for clients and met with key accounts to discuss satisfaction with service and resolve conflicts in order to solidify business relationships
- Directed client projects with eye for quality and customer needs
- Strengthened productivity and capability of account management team by mentoring promising subordinate staff and training new hires in company policies and procedures
VP, Account Director
DEUTSCH LA
03.2022 - 08.2022
- California Milk Advisory Board, Bayer (Lotrimin), 23&Me
- Directly responsible for overseeing performance of agency/client relationships
- Major initiatives included a collaboration from the California Milk Advisory Board with Latina singer-songwriter CRYS
- The “California Freestyle” campaign captures the intersection of California music and delicious, sustainable dairy
- California Freestyle is an entertaining, music-driven campaign that celebrates what we love about California-the diverse places, people and cultures all found within our state
- Executed omni channel 360 integrated marketing campaign from inception to completion through deep collaboration with cross functional internal teams, clients and agency partners, including media strategy and legal compliance
- Deliverables included national TV, billboard copy/art cards, radio, digital display and social media (static, animated and video), digital and static OOH, custom press kits and a record actually made from real cheese
- The campaign launched on TV during the Grammy's and over delivered on impressions by 18%
- Impressions across paid social media drove down CPM by almost half compared to the previous campaign
- Guided “Mothers Day” and “Fathers Day” TV and social for 23&Me - resulted in lift of kit sales during promotional period
- Managed “Protect Yourself The Smart Way” campaign for Bayer/Lotrimin - deliverables included online five online videos and static/animated social content
- Continually identified opportunities to leverage internal profit centers (studio, broadcast, digital) and increase agency business throughout the production/post production process
- Created strategies, crafted scope of work proposals and managed budgets
- Demonstrated proficient leadership skills to motivate and mentor team of three
- Identified and resolved issues between employees, promoting better collaboration and mutual respect
- Spearheaded cross-functional initiatives across departments to achieve business goals for bottom-line profits
Group Account Director
SILTANEN & PARTNERS ADVERTISING
04.2008 - 02.2022
- Clients: Coldwell Banker, Suzuki Automotive, Panda Express, Public Storage, Yakult, Epson, Amazon, Wine.com, Terasana Skincare, YMCA, Partnership for a Drug Free America
- Responsible for overseeing overall performance of agency/client relationship across multiple clients
- Executed complex production initiatives from inception to completion involving celebrity music and talent with multiple deliverables including broadcast, photography and social assets
- Active participant in multiple new business pitches and manage all aspects of advertising and packaging for a new start up
- Continually sought opportunities to leverage internal profit centers (studio, broadcast, digital) and increase agency business
- Created strategies, crafted scope of work proposals, managed budgets and teams for new business and new product start-ups
- Managed new product start-up, Terasana skincare, for which we conducted an extensive competitive analysis, research/insights, strategic development, naming, product packaging, photography and video as well as sales collateral, an all-new website and social and trade show creative
- Managed, developed and mentored team of six
- Continuously surpassed client objectives, expectations and KPIs while maintaining creative integrity
- As a result of the work, Coldwell Banker Real Estate campaigns ranked the most effective advertising ten years in a row
- Source: Ace Metrix
- Responsible for the implementation of a highly successful Coldwell Banker Real Estate rebrand galvanizing Coldwell Banker's network of agents with a marked increase in agent retention and new talent attraction taking the agent count to over 100,000
- Led the charge on a separate rebrand for the Coldwell Banker Global Luxury division resulting in over 30,000 home sales above $1M with an average sales price of $1.9M, A first for a luxury real estate brand
- Under my leadership, the Coldwell Banker agency business saw incremental growth, increasing the annual fee from $1M in 2018 to $4.5M in 2022
Account Director
Riviera Fitness, Entertainment Lighting Services
04.2007 - 04.2008
- Developed and implemented integrated marketing communications and media plans
Account Director
SAATCHI & SAATCHI, Los Angeles
03.2004 - 03.2007
- Client: Toyota Motor Sales
- Extensive experience in vehicle launch integrated marketing campaigns and model rebrands for Toyota Motor Sales, USA (Toyota Avalon, Camry, RAV4, Tundra)
- Co-managed new branding initiatives (revisions to corporate identity, creation of brand guidelines and logo/logo mnemonic for the new Truck franchise)
- Contributed to seamless coordination of account group restructure (staffing, training, procedures)
- Managed $20M+ Toyota brochure program with extensive knowledge of print production and photography shoots
- Proud recipient of the Saatchi and Saatchi “Big Idea Award” for innovatively reducing the brochure budget to $6M by implementing a “smart” brochure and ebrochure program
- Partnered with the Group Account Director, Design Communications Group, to create a new department focused on design, beyond brochures
- Managed, mentored and developed team of ten
Management Supervisor
SAATCHI & SAATCHI, Los Angeles
05.2003 - 03.2004
- Client: Toyota Motor Sales
- Oversaw national advertising for five SUVs and Sienna covering TV, print, radio and outdoor
- Collaborated with the Planning dept on strategic development for each vehicle
- Responsible for ensuring synergy and integration across all disciplines
- Participated in senior management client meetings
- Worked closely with fellow Management Supervisors to share and ensure best practices for the client
- Member of “Agency Partnership Committee” – responsible for identifying process improvements and cost efficiencies achieving a 10% cost savings for the client
Education
Some College (No Degree) - Business Administration
Southampton Technical College
Southampton, UKSkills
- Interpersonal & People Management Expertise
- Client Relationship Management & Development
- Stakeholder Management
- Critical Thinking & Dynamic Problem Solving
- Strategic Business Planning & Budgeting
- Team Building & Leadership
- 360 Integrated Marketing Campaigns
- Project Management
- Contract Negotiations & Execution Management
- Organizational & Multi-Tasking Skills
- Verbal & Written Communication Expertise
- Presentation Skills
- QSR, Automotive, Real Estate, CPG, Retail, Tech Broadcast/Video, Digital, Radio, Social, OOH, Experiential, Branded/Custom Content
Timeline
Senior Account Director
INNOCEAN Worldwide
09.2022 - 06.2023
VP, Account Director
DEUTSCH LA
03.2022 - 08.2022
Group Account Director
SILTANEN & PARTNERS ADVERTISING
04.2008 - 02.2022
Account Director
Riviera Fitness, Entertainment Lighting Services
04.2007 - 04.2008
Account Director
SAATCHI & SAATCHI, Los Angeles
03.2004 - 03.2007
Management Supervisor
SAATCHI & SAATCHI, Los Angeles
05.2003 - 03.2004
Some College (No Degree) - Business Administration
Southampton Technical College
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