Valerie Carlborg

Territories: MI, CA, MA, OH

• Spearheaded Spectrum-hosted ABM events including; charter fishing excursions, golf tournaments, LA Chargers cabana, concert suites, and VIP ticket experiences enabling mid-market and strategic (hospitality, K-12, and healthcare) sales teams to interact with clients face-to-face. Resulted in $756K closed 2017/ $7.3M 2018.
• Developed strategic marketing plans targeting C-Suite qualified leads (QLs) and CRM nurturing campaigns utilizing Salesforce/Marketo platforms.
• Responsible for creative briefs, legal/branding, vendor/field event contracts, traditional/digital advertising, collateral, and trade show displays.
• Analyzed sales team performance metrics, proposed recommendations for underperforming territories.
• Developed authoritative understanding of customer purchase patterns, tailoring strategies to geo-market verticals.
• Prepared monthly executive reports including competitive analysis, KPI performance metrics, and proposed solutions.
• Proactively engaged with internal Government Affairs and third party affiliations regarding FCC policies in emerging/existing footprint to ensure local relevancy/brand reputation during merger with Time Warner.
• Trained sales teams on ABM via personalized emails,direct mail, LinkedIn via On-Demand/Salesforce tools.

Go-To Market Highlight: Gig+ Campaign (Traverse City)

• Geo-targeted campaign including; micro-site, radio spots, digital ads, OOH, direct mail, print, and customer testimonials

Territories: AZ, NV

• Developed and executed marketing plans for Smile Generation, Every Kid's Dentist (EKD), & 90+ General Practice (GP) offices.
• Increased GP new patient counts 3-6% YOY in mature markets, 67% YOY in EKD new patient counts.
• Analyzed proprietary sales/performance data for 90+ offices: monthly, quarterly, and yearly.
• Created weekly customized reports and recommendations for executive team, Owner Doctors, and Regional Managers including; KPI's, Social Media Stats (Yelp, Nextdoor, Facebook, Instagram, Google Reviews etc.) PPC, SEO, Voice Monitoring/Call Center (patient experience), Field Marketing Events qualified leads, and NP/CCX closes.
• Managed Budget and Marketing P&L. Reported forecast/accruals to finance.
• Held sole-ownership on creative briefs with internal advertising group/promotional offers, legal contract submissions (sponsorships, event contracts, brand trademarks), and traditional/digital advertising encompassing all brands - SG (umbrella brand), EKD, & GP offices.
• Created unique sponsorship programs with Arizona Diamondbacks, University of Arizona, CBS Radio Vegas, UNLV, KNIX Radio, & Radio Disney.
• Developed 1st regional marketing team in AZ/NV -hired, trained, and managed five (5) team members (1 Coordinator, 4 Assistants)
• Developed strong cross-functional relationships with Regional VPs, Owner Doctors, Regional Managers, and National Support Marketing Department.

• Managed high profile agency accounts including; Konami Gaming, Cold Stone Creamery, Nike, Sands Regency Hotels, and GameTech International, serving as primary catalyst between clients and agency.
• Developed agency account management process; creative briefs, budget tracking, and industry trend reporting.
• Managed Cold Stone Creamery's "iMix America" social media campaign, interactive ice cream recipe contest targeting students, while driving in-store sales. Garnered 6M media impressions.
• Executed strategic marketing launch for Konami's new “Beat the Field” casino progressive game. Developed cohesive marketing plan utilizing $100K budget. Tactics included micro site, print, email, and VIP event.

• Developed strategic approach for new/existing stores enabling OPS to drive transactions, integrate within communities & achieve sales goals.
• Responsible for reviewing all new and existing store media inquiries and preparing appropriate responses for FMM's.
• National scope responsibility of 8,000+ locations.
• Directed/Managed US scope single source agency, Edelman PR.
• Strengthened baseline PR support for all new stores that included detailed competitive mapping and market segmentation in order to drive transactions.
• Developed ROI analysis for specific transaction driving promotions; coupon redemptions/average ticket increases. Proficient in Scarborough Research.
• Collaborated with local agencies across US to develop new store opening kits based on store classifications (emerging, infill, drive thru, and flagships).

Territories: MI, OH, PA, Upstate NY, MA

• Developed annual and seasonal (quarterly) strategic marketing plans for unique demographic areas, incorporating national beverage promotions with local tactics/media outreach.
• Managed budgets ranging from $50K- $2 million per year, depending on projected market growth. Included local/ national media buys, sponsorships, event sampling, in-store events, & new stores.
• Conceptualized exclusive programming via literacy and environmental sustainability. e.g. Tigers Foundation, Pistons Read to Achieve, Poetry Slam Series, PBS Reading Rainbow Illustrators Contests, & Grounds 4 Garden.
• Collaborated with cross-functional teams in development and execution of a year-long “Coffee Showcase” national test in Detroit DMA driving a 2% increase in market share within 9 months and 7M media impressions. Received Starbucks Brand Building Award (national) 2006.
• Executed first advertising campaign in Detroit DMA introducing Customer Coffee Passports, leveraging media buys to drive education of espresso beverage customization, Resulted in 3.5% YOY UPH espresso growth.
• Increased partner (employee) volunteerism through community events by 245-345%, first year in position. Toy/Book Drives, Earth Day Events, etc. Received Starbucks Community Affairs Award (national) 2004.
• Directed advertising/PR agencies in plan development of 12 new store openings per year. Results:15-20% sales over budget.
• Created 1st Community Ambassador Program in MI/OH; group of 50 store managers.
• Managed external vendor (Passage Events) on execution of product sampling via seasonally branded Starbucks Vans present at relevant community events. Developed event calendar, beverage product mix, and tracked ROI.

• Managed high-profile sponsorships in Seattle community including Supersonics, Storm, UW Huskies, STG, & Mariners.
• Negotiated three year sponsorship contract with Seattle Storm from $185K to $85K per year without losing on-court signage, but rather pitching increase in added value through in-store exposure.
• Assembled cross-functional task force weekly meetings with operators, facilities, legal, and One Reel Inc. for Bumbershoot Music Festival (Starbucks presenting sponsor). Incorporated ticket sales in-stores with revenue of over 1M tickets sold. Coordinated beverage sales carts/sampling vans on location, which generated $10K above labor and product costs.

Territories: MI, IN, OH, KT

• Implemented rebranding, new logo, brand guidelines, signage, food photography, and menu revamp to increase profitability across 12-30 franchises progressively.
• Spearheaded combo-board campaign with Coca Cola Fountain driving incremental sales of $40K YOY.
• Cultivated 1st Franchisee Committee Board-Best of Class.
• Secured featured article in Pizza Today magazine.