Lauren Campbell
Walled Lake,MI
Summary
Strategic marketing professional specializing in building high-value partnerships within sports and entertainment. Demonstrated ability to lead teams and manage substantial budgets, driving brand awareness through successful contract negotiations and impactful marketing initiatives. Committed to fostering collaborative environments that achieve measurable results.
Overview
21
21
years of professional experience
Work History
Director, Sports & Entertainment Marketing
Ally Financial Inc.
Detroit, MI
07.2023 - Current
- Manage strategic partnerships with USGA, Ally Challenge, NASCAR, Hendrick Motorsports, Detroit Pistons, and Charlotte FC to enhance brand awareness and favorability.
- Manage team of six and agency partners to ensure project alignment.
- Lead contract negotiations and renewal discussions to secure favorable terms.
- Optimize budget management for improved resource allocation efficiency.
- Collaborate with cross-functional teams, including public relations, social media, legal, CRM, IT, creative, and operations.
Manager Lead, Brand & Partnerships
Ally Financial Inc.
Detroit, MI
06.2021 - 07.2023
- Drove brand awareness through strategic partnerships with Hendrick Motorsports, NASCAR, and PGA.
- Executed inaugural NASCAR race entitlement at Ally 400 in Nashville, TN.
- Managed a team of four and agency partners to achieve project objectives.
- Collaborated with cross-functional teams to effectively promote strategic brand initiatives.
Manager, Brand & Partnerships
Ally Financial Inc.
Detroit, MI
06.2018 - 06.2021
- Assisted with the launch of first national sports sponsorship with Hendrick Motorsports.
- Supported marketing initiatives for inaugural Ally Challenge PGA Champions Tour event.
- Coordinated project timelines with stakeholders to ensure successful execution of community events, including Charlotte Marathon.
- Assisted with departmental budget management while serving as liaison to finance team.
Corporate Partnership Marketing & Business Development Manager
OLYMPIA ENTERTAINMENT/DETROIT RED WINGS
Detroit, MI
03.2014 - 06.2018
- Managed over $10 million book of business, including local and national brands.
- Oversaw corporate partnership marketing operations to ensure contract fulfillment and client satisfaction.
- Collaborated with sales team on prospecting new clients, developing sales proposals, and managing CRM.
- Directed project management for partner branded areas during Little Caesars Arena construction.
Corporate Partnership Marketing Manager
OLYMPIA ENTERTAINMENT/DETROIT RED WINGS
Detroit, MI
06.2008 - 03.2014
- Managed fulfillment of contractual obligations for Detroit Red Wings corporate partners.
- Developed strategic programs in collaboration with sales staff and partners to achieve objectives.
- Assisted in preparing impactful sales presentations.
- Planned and executed on-site and off-site client promotions, activations, and hospitality events.
Executive Suites Coordinator
OLYMPIA ENTERTAINMENT/DETROIT RED WINGS
Detroit, MI
09.2005 - 06.2008
- Delivered exceptional service and hospitality to clients, enhancing satisfaction and retention.
- Assisted director in coordinating special events, ensuring smooth execution.
- Engaged with clients daily, facilitating ticket acquisition and addressing inquiries.
- Provided information on accounting, event logistics, and game day issues.
Education
Master of Arts - Advertising
MICHIGAN STATE UNIVERSITY
MI05-2012
Bachelor of Arts degree - Public Relations, Communication
EASTERN MICHIGAN UNIVERSITY
MI04-2005
Skills
- Brand strategy
- Marketing execution
- Partnership management
- Contract negotiation
- Budget optimization
- Data analysis
- Strategic planning
- Project coordination
- Cross-functional collaboration
- Client relationship management
- Creative thinking
Timeline
Director, Sports & Entertainment Marketing
Ally Financial Inc.
07.2023 - Current
Manager Lead, Brand & Partnerships
Ally Financial Inc.
06.2021 - 07.2023
Manager, Brand & Partnerships
Ally Financial Inc.
06.2018 - 06.2021
Corporate Partnership Marketing & Business Development Manager
OLYMPIA ENTERTAINMENT/DETROIT RED WINGS
03.2014 - 06.2018
Corporate Partnership Marketing Manager
OLYMPIA ENTERTAINMENT/DETROIT RED WINGS
06.2008 - 03.2014
Executive Suites Coordinator
OLYMPIA ENTERTAINMENT/DETROIT RED WINGS
09.2005 - 06.2008
Master of Arts - Advertising
MICHIGAN STATE UNIVERSITY
Bachelor of Arts degree - Public Relations, Communication
EASTERN MICHIGAN UNIVERSITY