Shauna Collins
Glastonbury
Summary
Accomplished, consumer-centric and award winning senior marketing executive with a proven track record of leading Fortune 500 brands across industries including Consumer Packaged Goods, Financial Services and Healthcare. Areas of greatest success include strategic management and brand building, P&L accountability, marketing & communications leadership, and organizational engagement. Results driven and versatile leader who has thrived in both large global matrix organizations as well as smaller entrepreneurial companies, instilling a vision for continuous improvement motivating go-to-market teams to consistently exceed organizational expectations.
Overview
24
24
years of professional experience
Work History
VP Enterprise Marketing
Guardian Life Insurance
New York
09.2021 - Current
Senior Director, Enterprise Marketing & Communications
CIGNA
Bloomfield
01.2018 - 09.2021
Director, B2B Marketing & Communications
CIGNA
Bloomfield
01.2018 - 01.2019
Executive Director
AETNA
Hartford
01.2017 - 01.2018
Senior Director, Brand and Advertising
AETNA
Hartford
01.2014 - 01.2017
Director Brand Management
YANKEE CANDLE
South Deerfield
01.2011 - 01.2012
Senior Brand Manager
TEEKANNE, N.A.
Hartford
01.2009 - 01.2011
- Company Overview: (company based in Dusseldorf, Germany)
- (company based in Dusseldorf, Germany)
Brand Director, Corporate Brand Advertising
THE HARTFORD
Hartford
01.2006 - 01.2009
Marketing Manager, Preschool
HASBRO
Longmeadow
01.2004 - 01.2006
Brand Manager, Customer Marketing Manager, CVS & Walgreens
UNILEVER
Greenwich
01.2001 - 01.2004
Associate Brand Innovation Manager, Suave
UNILEVER
Greenwich
01.2002 - 01.2003
Associate Brand Innovation Manager, Q-tips
UNILEVER
Greenwich
01.2001 - 01.2002
Education
Masters of Business Administration (MBA) - Marketing and Strategy
YALE SCHOOL OF MANAGEMENT
New Haven, CTBachelor of Arts (BA) - Economics
TRINITY COLLEGE
Hartford, CTSkills
- Brand Awareness Strategy/Implementation
- Budget Planning & Management
- Business Development Planning
- Collaboration & Relationship Building
- Consumer Insights & Marketplace Trends
- Critical Thinking & Analytical Skills
- Cross Functional Change Agent
- Digital Engagement
- KPI Measurement
- Organizational Development & Innovation
- P&L Management and Analysis
- Product & Sales Forecasting
- Strategic Business Planning & Partnerships
- Team Leadership, Coaching & Mentoring
Industry Awards
- Winner of 36 national and global advertising awards for effective, breakthrough communications including:
- Effie Award: Healthcare Services, Effective Marketing Communications
- AdAge Marketing Impact Award: Integrated Campaign of the Year
- Communicator Award: Excellence for Branded Content
- Content Council Pearl Awards: Content Marketing Across Point, Digital and Multi-Channel Platforms
- Global Awards: Educational Awareness
- DMA Echo Awards: Response Marketing Campaigns
- ClearMark Awards: Best Website – Plain Language Communication Written for Consumers
Professional Highlights
Led enterprise wide cross functional team to develop Cigna integrated marketing COVID response including launch of the Brave of Heart Fund in partnership with NY Life and targeted B2B & B2C plan for COIVD Vaccines, Led $30MM national integrated campaign launch grounded in new brand strategy for Aetna, resulting in a +12% social reputation score and positive comments increased 22x., Championed integrated campaign launch leading team of Aetna agencies to align across channels and departments including Digital, Social, Employee, Community Relations, and Segment Marketing., Developed first integrated marketing communications team at Yankee Candle to optimize the go-to-market approach for key product launches within a matrix organizational structure., Launched Teekanne, a flagship German Herbal Tea brand in the North American market including P&L accountability, brand strategy, agency management, integrated marketing and execution. Identified target retail accounts, developed sales presentations and presented product line to category buyers to secure distribution., Initiated and managed the execution of $25MM annual corporate advertising plan for The Hartford, including local and national print TV, print, radio and digital campaigns. Engaged with CMO leaders across seven lines of business and identified opportunities to integrate and strengthen B2B marketing communications., Engaged Hasbro advertising and media agency partners in the creation and execution of integrated marketing plans including TV and print advertising, promotions and public relations supporting the launch of new products to sustain $80MM in annual revenue including the launch of Candy Land Castle delivering $5MM Year 1 and recognized by Parents Magazine as one of the year’s best toys., Led Brand Reset Strategy including brand positioning, campaign platform, and style & communication guide; repositioning Aetna from a Health Insurer to a Health Company., Directed brand strategy and management for all brands within the Yankee Candle corporate portfolio., Developed and presented North American Herbal Tea category strategy for Teekanne brand summit aligning management on best practices for consumer research and cost effective acquisition tactics., Managed and led corporate reputation/brand health tracking studies for The Hartford, providing perspective on consumer and customer targets to the Board of Directors., Created Suave Kids Body Wash line for Unilever, leading a cross functional team, delivering $7MM incremental annual sales., Promoted at Cigna within 6 months to lead multiple functions and a team of 50 professionals, comprising Marketing & Communications, Content Strategy & Customer Communications, and Global Events & Sponsorships., Built and developed high performing brand marketing team of 15 direct reports at Aetna to deliver new strategy and brand management model., Led the internal launch and training of Aetna’s new brand strategy to over 4,000 employees nationally., Designed 360 measurement of Aetna strategy to provide scorecard covering campaign KPI’s, cross-channel diagnostics, brand health and business metrics., Initiated consumer learning agenda including pivotal segmentation work at Yankee Candle in partnership with Consumer insights team to drive strategy across the consumer journey, including product and marketing planning.
Timeline
VP Enterprise Marketing
Guardian Life Insurance
09.2021 - Current
Senior Director, Enterprise Marketing & Communications
CIGNA
01.2018 - 09.2021
Director, B2B Marketing & Communications
CIGNA
01.2018 - 01.2019
Executive Director
AETNA
01.2017 - 01.2018
Senior Director, Brand and Advertising
AETNA
01.2014 - 01.2017
Director Brand Management
YANKEE CANDLE
01.2011 - 01.2012
Senior Brand Manager
TEEKANNE, N.A.
01.2009 - 01.2011
Brand Director, Corporate Brand Advertising
THE HARTFORD
01.2006 - 01.2009
Marketing Manager, Preschool
HASBRO
01.2004 - 01.2006
Associate Brand Innovation Manager, Suave
UNILEVER
01.2002 - 01.2003
Brand Manager, Customer Marketing Manager, CVS & Walgreens
UNILEVER
01.2001 - 01.2004
Associate Brand Innovation Manager, Q-tips
UNILEVER
01.2001 - 01.2002
Masters of Business Administration (MBA) - Marketing and Strategy
YALE SCHOOL OF MANAGEMENT
Bachelor of Arts (BA) - Economics
TRINITY COLLEGE