Michelle Unverzagt
E. Northport,NY
Overview
24
24
years of professional experience
Work History
Senior Vice President, Group Account Director
PUBLICIS NA
New York, NY
01.2014 - 04.2025
- Built, led, and maintained strong client relationships.
- Developed strategic marketing plans to help drive business growth through core business strengths.
- Directed cross-functional teams across media, strategy, creative, and program management to successfully achieve client goals and KPIs, resulting in a 15% lift in ad recall as measured by a post-campaign brand lift study.
- Managed financial health of account and oversaw $15M advertising budget, ensuring efficient allocation, on-time delivery, and alignment with campaign objectives.
- Partnered with clients to set weekly, monthly and quarterly goals and objectives.
- Provided leadership and mentorship to a team of three to five direct reports, fostering a culture of collaboration, innovation, and continuous improvement.
- Client: Citi.
- Defined and developed a new mission, value proposition, brand strategy and global creative platform to reinvigorate the brand, signal change, and amplify market presence.
- Spearheaded positioning, go-to-market strategy, and creative development for the launch of a new global brand platform, For the Love of Progress, reinforcing leadership in the financial space.
- The campaign drove year-over-year growth in brand reputation and preference, achieving a five-point increase over baseline metrics.
- Led strategy and execution of award-winning campaigns for high-profile global and local sponsorships, including the United States Olympic and Paralympic Committee (Rio 2016, Tokyo 2020, Beijing 2022, and Paris 2024), Global Citizens, and TIME100.
- Awards included FCS Portfolio Awards: Gold Winner – TV Corporate Image (“IPC Stare”) and Best in Show – Corporate Social Responsibility.
- The Paralympic campaign drove significant positive lifts in brand reputation and preference business metrics, demonstrating its effectiveness and impact.
- Executed powerful diversity and inclusion initiatives, including gender equality, racial equity, and pride, increasing brand perception and colleague pride.
- Surpassed a $1B commitment to closing the racial wealth gap.
- Managed the development and execution of multiple 360-degree brand narratives, strategically aligning with diverse client ESG initiatives.
- Improved engagement and social impact with a halo effect that contributed to the acquisition of over 73K incremental new card accounts within eight months.
Vice President, Account Director
PUBLICIS NA
New York, NY
01.2011 - 01.2014
- Executed integrated marketing campaigns and drove business development initiatives.
- Supervised end-to-end production of high-profile shoots.
- Forecasted and supervised $8M annual production budget, overseeing development and creation of 1,000+ creative assets within a single year.
- Partnered with internal research teams to design and execute qualitative and quantitative testing for brand positioning, creative platforms, and campaign concepts.
- Delivered actionable recommendations to optimize creative and strategic initiatives post-testing.
- Mentored and managed three to five direct reports.
- Clients: Citi Sponsorships.
- Recognized by senior management for exceptional leadership.
- Promoted from Account Supervisor to Vice President, Account Director.
Account Supervisor
PUBLICIS NA
New York, NY
01.2007 - 01.2011
- Acted as the primary liaison between the client and agency, guiding internal teams to align with client objectives.
- Oversaw the execution of marketing and communication plans and presented campaign strategies and budgets to clients.
- Clients: Nestle (Buitoni), TGI Fridays, and Coca-Cola (Vault).
- Repositioned Buitoni as a premium pasta brand by shifting perception from 'Italian pasta that’s fresh' to 'premium cuisine inspired by Italian artisanal cooking' through a digital marketing campaign, driving a 20% revenue increase.
- Relaunched TGI Fridays as the epicenter of fun by creating a character, TGI Fridays self-proclaimed number one fan, Woody, by using innovative approaches to social media and CRM to boost brand relevance.
- Contributed significantly in the development and launch of Coca-Cola's Vault, furthering product strategy, market positioning, and execution.
- Conducted competitive landscape analysis to identify market opportunities and enhance campaign effectiveness through data-driven insights.
Senior Account Executive
PUBLICIS NA
New York, NY
01.2004 - 01.2007
- Analyzed qualitative and quantitative research findings to identify key areas for creative optimization.
- Collaborated with internal creative and strategic teams to develop campaigns.
- Client: Sanofi Aventis.
- Developed multiple positioning concepts for unbranded campaigns alongside branded counterpart to demonstrate strategic synergy.
- Involved in extensive research plan to develop integrated global strategy for DTC launch.
Account Executive
PUBLICIS NA
New York, NY
01.2003 - 01.2004
- Communicated with client about campaign progress, timelines, and results.
- Managed daily creative and media status reports to ensure all internal departments were aligned.
- Client: Principal Financial Group.
- Refocused retirement program(s) from a 'services' provider to a 'complete solutions' partner, allowing principal to sell a solution, not a product.
- Co-developed new brand concept by leveraging and enhancing new media opportunities and focused on what was working the hardest.
Account Executive
AVRETT, FREE & GINSBERG
New York, NY
11.2000 - 12.2003
- Analyzed and distributed quarterly competitive reports inclusive of current market trends, competitive strategies, and customer behavior to help guide strategic and creative work.
- Clients: St. Regis Hotels, Del Pharmaceuticals (Orajel, Dermarest, and Gentle Naturals), and Pharmacia (PediaCare and Kaopectate).
- Collaborated in the strategic and creative development process for the brand relaunch campaign 'Home to a certain world' consisting of eight individual properties.
- Assisted in all aspects of production from concept to completion (broadcast, print, and radio) and all legal clearance.
Timeline
Senior Vice President, Group Account Director
PUBLICIS NA
01.2014 - 04.2025
Vice President, Account Director
PUBLICIS NA
01.2011 - 01.2014
Account Supervisor
PUBLICIS NA
01.2007 - 01.2011
Senior Account Executive
PUBLICIS NA
01.2004 - 01.2007
Account Executive
PUBLICIS NA
01.2003 - 01.2004
Account Executive
AVRETT, FREE & GINSBERG
11.2000 - 12.2003