Experience

Marina Maher Communications (MMC)

• United States
• Public Relations and Communications Services
• 100 - 200 Employee

• SVP, Brand Business and Strategy Director

  • Nov 2017 - Present

  Reporting directly to the CEO; senior leader for P&G's largest category - Fabric Care (Tide, Downy, Gain, Bounce, Dreft).360 Campaign Integration: Responsible for leading integration across disciplines and functions for large-scale multi-million dollar programs. Led integration for Grand Prix, Titanium, Gold and Silver Cannes Lions-winning It’s a #TideAd (TV, digital, social influencer and earned media).Organizational Design: Defined vision and architected integrated strategic & creative processes for WOVEN (P&G’s cross-holding company agency model) as well as operational and collaborative principles for MMK+, Omnicom’s Communications solution for P&G.Consensus Building: Facilitated alignment across client, multi-agency team, and external partners; e.g., (brand, agency, NFL & NBC) to bring Tide’s #LaundryNight campaign to life, leveraging co-branded assets seamlessly across TV and social media activations. Campaign received a D&AD award for collaboration. Business Development: Achieved double-digit growth for P&G Fabric Care through integrated programming within WOVEN, during the pandemic. Grew P&G Fabric Care account by 25% over the last fiscal year through strategic relationship-building with marketing and sales.Digital & Earned Media Strategy + Measurement: Championed the marriage of strategic planning and data/analytics to develop insight-led, data-backed, ROI creating programming. Led first profit-accretive influencer marketing program for Tide Cleaners, driving 10x foot traffic during COVID-19 pandemic. Data-Led Audience Development: Leveraged 1st, 2nd, and 3rd, data to inform an audience-first approach to all influencer/earned media marketing, delivering measurable results across the category.Selected as one of 30 Omnicom senior leader "Growth Partners" - designed to harness the power of innovation and integration across the network.Recruited per client's request based off of previous success working with the brands at DeVries.



Ketchum

• United States
• Public Relations and Communications Services
• 700 & Above Employee

• Vice President

  • Apr 2015 - Nov 2017

  Senior-level account planning, strategy, creative and supervision for Frito-Lay's Cheetos, Lay's, Smartfood, SunChips and Funyuns brands.Early-Stage Growth Marketing: Accelerated growth of Siggi’s yogurt, a founder-led wellness brand by developing marketing channel and content strategies to reach new audiences with tailored messaging.Influencer Marketing Strategy: Launched first-ever influencer marketing strategy for Frito Lay & Zespri Kiwis to drive credibility for the better-for-you categories of snacks, including the use of Registered Dietitians and fitness influencers + corresponding paid media plan.Launched Zespri Kiwifruit summer program with a music video featuring Matt & Kim's commissioned cover of "Hooked on a Feeling."



DEVRIES GLOBAL

• Public Relations and Communications Services
• 100 - 200 Employee

• Vice President, Content Architect & Client Engagement

  • Jun 2014 - Mar 2015

  Organic & Paid Social Media Strategy: Established Olay’s organic and paid social media strategy across entire beauty megabrand, working with Facebook, Instagram and Twitter on long- and short-term campaigns.Global Integrated Campaign Development: Led the first-ever global integrated social + PR + advertising plan for the launch of Olay’s first global ambassador, Katie Holmes, resulting in 112 IYA.

• Vice President

  • Oct 2013 - Jun 2014

  Lead strategic counsel and account manager for Proctor & Gamble’s two largest Fabric Care brands, Tide and Downy. Responsible for working with interagency teams(traditional/digital advertising, media buying, packaging, etc.) and intra-agency groups to generate ‘big ideas’ at an initiative and real-time marketing level. Manage accounts’ multi-million dollar budgets, securing funding for planned and incremental work. Chief public relations and social media representative for Tide and Downy’s cross-discipline agency teams.

• Senior Account Supervisor

  • Oct 2012 - Oct 2013

  Senior Account Supervisor for P&G fabric care brands, including Tide. Senior communications strategist for Tide North America with experience in global strategy for P&G's global fabric care brands.Brand Development: Worked across a cross-functional team to develop the brand identity and subsequent launch of Tide Pods - inclusive of look and feel, tone, messaging, experiential events, digital marketing, TVC and OOH launch.

• Account Supervisor

  • Feb 2011 - Oct 2012

  Account Supervisor for P&G fabric care brands, including Tide. Senior communications strategist for Tide North America with experience in global strategy for P&G's global fabric care brands.



Manning Selvage and Lee

• Public Relations and Communications Services
• 1 - 100 Employee

• Account Supervisor

  • Nov 2006 - Feb 2011

  Entertainment Marketing: Established Heineken’s entertainment marketing platforms within the music and film industry to connect with consumers using passion points. Collaborated with global and NA organizations to create Heineken Thirst Studios (an international DJ competition), Heineken’s sponsorship of Sundance, and the Heineken Red Star Award (recognizing up-and-coming independent filmmakers). Multicultural Marketing: Spearheaded artist procurement and earned media promotion of Heineken Red Star Soul (celebrating Black musicians), assisted in producing the launch experience of limited-edition Hennessy 44 at Obama’s first inauguration, and secured Hennessy’s presence at Coachella Fashion Marketing: Led strategies to unveil seasonal and capsule collections for PUMA.



TBG

• Account Executive

  • Aug 2005 - Oct 2006

  Account Executive for Bacardi Rum Brands, Martini & Rossi Brands, The Wine Library. Account Executive for Bacardi Rum Brands, Martini & Rossi Brands, The Wine Library.