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John Doe
Summary
Strategic Brand Director with 12+ years of experience leading brand transformations and marketing initiatives for Fortune 500 companies and global brands. Proven track record of developing and executing comprehensive brand strategies that drive business growth, increase market share, and enhance brand equity. Expertise in managing cross-functional teams, optimizing marketing budgets, and leveraging consumer insights to create compelling brand narratives. Adept at navigating complex organizational structures and aligning stakeholders around unified brand vision and objectives.
Experience
Global Brand Director
McDonald's Corporation
July 2019 - Present, Chicago, IL
Lead global brand strategy and positioning for $23B QSR brand across 100+ markets, overseeing brand architecture, visual identity, and communication platforms that have contributed to 18% increase in brand value over three years
Direct cross-functional team of 25+ marketing professionals, agency partners, and regional brand leaders in developing and implementing cohesive brand experiences across all consumer touchpoints, resulting in 22% improvement in brand consistency metrics
Spearhead brand transformation initiative that modernized brand perception while honoring heritage, driving 15% increase in brand relevance among Gen Z and millennial consumers while maintaining 95% loyalty among core customers
Senior Director of Brand Marketing
Kraft Heinz Company
March 2015 - June 2019, Chicago, IL
Directed brand strategy and marketing initiatives for portfolio of iconic food brands with combined annual revenue of $4.2B, developing positioning strategies and communication platforms that reversed 3-year sales decline
Led comprehensive brand refresh for flagship product line, including packaging redesign and messaging evolution that increased household penetration by 8% and drove 12% sales growth in mature category
Managed $120M annual marketing budget, optimizing media mix and channel strategy to improve marketing ROI by 35% while increasing brand awareness and consideration metrics across target segments
Brand Director
PepsiCo
June 2011 - February 2015, New York, NY
Developed and executed brand strategy for $1.8B beverage portfolio, including positioning, innovation roadmap, and integrated marketing campaigns that delivered 14% volume growth and 2.5 points of market share gain
Led successful launch of premium product line extension that generated $95M in first-year sales and attracted 3.2M new consumers to the brand franchise
Orchestrated brand partnerships with major entertainment properties and cultural influencers that amplified brand relevance and generated 780M earned media impressions annually
Education
Master of Business Administration
Minor in Marketing Management • Northwestern University, Kellogg School of Management • Evanston, IL • September 2009 - May 2011 • 3.8 GPA
Relevant Coursework: Brand Management, Consumer Behavior, Marketing Strategy, Corporate Strategy, Leadership & Change Management, Marketing Analytics
Honors: Beta Gamma Sigma Honor Society; Dean's List (all semesters); Kraft Marketing Fellowship recipient
Leadership: President of Marketing Club; Coordinator for Brand Management Conference; Marketing Case Competition finalist
Bachelor of Science in Business Administration
Minor in Communication Studies • University of North Carolina at Chapel Hill • Chapel Hill, NC • September 2005 - May 2009 • 3.7 GPA
Relevant Coursework: Marketing Principles, Advertising Management, Market Research, Organizational Behavior, Business Communication, Media Studies
Honors: Magna Cum Laude; Dean's List (7 semesters); Marketing Department Excellence Award
Activities: Vice President of American Marketing Association chapter; Student Government Marketing Committee Chair; Study Abroad in Barcelona focusing on International Marketing
Key Initiatives
Global Brand Transformation
McDonald's Corporation • January 2020 - June 2021
Led comprehensive brand evolution initiative to modernize brand perception while maintaining core brand equities, including refreshed visual identity system, reimagined restaurant experience, and evolved brand narrative
Orchestrated phased global rollout across 100+ markets, developing market-specific implementation strategies and localization frameworks that balanced global consistency with local relevance
Achieved 24% increase in brand modernity perception, 18% improvement in quality associations, and 15% growth in consideration among younger consumers while maintaining 95% brand recognition
Sustainability Brand Platform
McDonald's Corporation • September 2021 - August 2022
Developed comprehensive sustainability brand platform that authentically integrated environmental commitments into brand positioning and communication strategy
Created multi-channel storytelling framework that translated complex sustainability initiatives into compelling consumer-facing narratives, driving 28% increase in consumer awareness of sustainability efforts
Implemented brand measurement system that tracked impact of sustainability positioning on brand perception, documenting 22% improvement in brand trust and 17% increase in emotional connection metrics
Brand Portfolio Optimization
Kraft Heinz Company • April 2017 - March 2018
Led strategic review of 35+ brand portfolio, developing brand role framework that clarified strategic importance, growth potential, and resource allocation priorities for each brand
Implemented portfolio optimization strategy that reallocated $45M in marketing investment from underperforming brands to growth drivers, resulting in 8% overall portfolio growth
Developed brand migration strategy for consolidated brands that preserved 85% of revenue while reducing complexity and enabling $28M in annual operational savings
Certifications
Certified Brand Strategist
Brand Marketing Institute • 2024
Advanced certification in strategic brand management and development
Expertise in brand valuation, architecture, and portfolio management
Mastery of brand positioning and competitive differentiation methodologies
Executive Leadership Certification
Northwestern University, Kellogg School of Management • 2023
Intensive executive education program focused on strategic leadership
Training in organizational transformation and change management
Development of cross-functional leadership capabilities and executive presence
Digital Marketing Strategy Certification
Google & Interactive Advertising Bureau • 2022
Comprehensive training in digital marketing strategy and implementation
Expertise in omnichannel marketing integration and measurement
Skills in leveraging digital platforms for brand building and engagement
Professional Involvement
Board Member
Association of National Advertisers (ANA) • January 2020 - Present
Serve on Brand Management Committee developing industry standards and best practices for brand strategy and management
Contribute to annual State of Brand Marketing report highlighting emerging trends, challenges, and opportunities in brand building
Participate in quarterly forums addressing critical industry issues including brand safety, marketing effectiveness measurement, and evolving consumer expectations
Executive Mentor
Marketing Academy • September 2018 - Present
Provide one-on-one mentorship to high-potential marketing leaders, guiding their professional development and career advancement
Conduct quarterly workshops on brand leadership and strategic marketing for cohort of 25 emerging marketing executives
Develop curriculum materials on brand management excellence that have been incorporated into Academy's core leadership program
Guest Lecturer
Northwestern University, Kellogg School of Management • January 2016 - Present
Deliver semi-annual lectures on 'Brand Leadership in the Digital Age' for MBA marketing concentration students
Develop and facilitate brand strategy case studies based on real-world challenges and transformations
Serve as advisor for student-led brand consulting projects, providing industry perspective and strategic guidance
Details
Skills
Brand Strategy Development
Brand Architecture
Brand Positioning
Marketing Leadership
Team Management
Budget Optimization
Consumer Insights
Integrated Marketing
Brand Transformation
Global Brand Management
Agency Management
Marketing Analytics
Strategic Planning
Executive Presentations
Cross-functional Leadership
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