Creatively Inclined, yet Business by Nature.
Nerissa Marbury Creative Brand Manager
I was born and raised in Michigan. Grew up in Texas. And somehow landed in New York City. - Nerissa Marbury
Who Am I? Sister • Daughter • Friend • Brand Manager • Knitter • Digital Strategist • Pet Owner Marketing Consultant • Oldies Music Lover • Golfer • Relationship Builder • Skier Social Media Geek • Traveler • Project Management Professional • Wanna Be Photographer
What is a Creative Brand Manager? A Creative Brand Manager is steeped in the way a creative brand is built, yet understands the business mechanics necessary to keep the brand idea alive in the long run. At the VCU Brandcenter, the Creative Brand Management track offers three components: the business fundamentals of the traditional MBA, the strategic elements of business and marketing, and practical, real-world experience working with creative people to develop brand communications that solve business problems.
Nerissa Marbury Creative Brand Manager
n.marbury@gmail.com
• (646) 369-5407
Summary Polished communicator who promotes collaborative work environments, strives to exceed customer expectations and thrives in challenging, pressure-cooker situations. Leverages complementary blend of fresh ideas and strategic thinking to devise and execute innovative solutions to business problems, fortifying revenue, profit and competitive market position. Experience spans startup, turnaround and Fortune 100 environments, in a variety of sectors from financial services to broadcast production.
Strengths Project Management & Team Leadership Contract Negotiations Conversational Fluency in German
Brand & Relationship Management Strategy Development and Execution Financial Analysis and Due Diligence
Relevant Experience Freelance, Richmond, VA Marketing Consultant, 2008 – Present Led development of brand identity and company marketing materials for the Virginia Council for Economic Education (VCEE) within aggressive 24-hour timeframe. Delivered on time. Created and implemented a Search Engine Marketing plan including Google AdWords strategy consisting of target identification and Ad Group/ Keyword development. Prepared a comprehensive online marketing plan to improve brand awareness and recognition leveraging low cost marketing methods.
VCU Brandcenter, Richmond, VA Creative Brand Manager, Master’s Candidate, 2007 – 2009 Collaborated with creative teams to develop global strategic brand campaigns as well as conducted qualitative / quantitative research, brand culture analyses, and segmentation studies for a broad range of clients. Won product innovation competition related to small kitchen appliances; led team in developing an integrated product launch campaign that spanned all facets of marketing, distribution, pricing and consumer strategy. Evaluated the brand architecture for The Jane Goodall Institute’s “Good for All” coffee and chocolate product offerings; and made recommendations that have been incorporated into the Institute’s brand strategy. Client projects include Google / Peace One Day, Jane Goodall Institute, ESPN X Games, Project Yellow Light, and GEICO
McCann Erickson, New York, NY Account Leadership Summer Associate, Summer 2008 Conducted social media “deep dive” for the client (Weight Watchers) to determine latest and future trends in social networking and integrated marketing strategy. Analyzed current and potential social media vehicles, providing client with high-impact, low-cost brand promotional ideas. Investigated social media environment, recommended brand strategies and provided “hot topics” for video blog spokesperson. Performed brand model comparison analysis to define the optimum positioning strategy and the brand architecture best suited for Weight Watchers products and services. Provided innovative and cost-effective ways to promote the client’s “Lose for Good” cause marketing campaign.
Thrillseekers, Inc., New York, NY Communications Director and Board Member, 2003 - 2008 Engaged membership with thoughtfully written and designed electronic communications that not only improved participation in meetings, socials, and fundraising events, but also increased traffic to the organization’s web site. Led the new web site development team to improve brand recognition, web site traffic, and fundraising abilities.
American Express, New York, NY Senior Manager, North America Direct Sales, 2005 – 2007 Grew 2006 revenue by $250+ million (25%) by realigning district, regional and national territories; ensured that assigned sales objectives were motivating, measurable and achievable, implemented tracking metrics, and made appropriate adjustments to achieve maximum return on investment (ROI). Set the business development strategy for North American Direct Sales force, which generated more than $1 billion in annual revenue in 2007. Manager, Sales Optimization, 2004-2005 Planned sales force optimization and merchant relationship building strategies for US and Canadian markets. Led the Request for Proposals (RFPs) and contract negotiations for new lead-generation provider resulting in 44% ($350K) annual savings with improved vendor accountability and performance; achieved 35% improvement in list penetration, exceeding corporate requirements.
Mark Haefeli Productions (MH3), New York, NY Client Services Head, 2002 - 2004 Served as second-in-command responsible for the daily operations; transformed company from in-the-red operation to profitable enterprise by developing strong, loyal client relationships leveraging early-payment discounts, negotiating pricing with vendors, and implementing internal financial controls. Ensured on-time/budget delivery on 20+ key projects ranging from small productions to multimillion-dollar performances including: “Paul McCartney in Red Square” – A&E Special, “Paul McCartney Back in the U.S.” – ABC Special and DVD, “Aerosmith / KISS US Opening Tour EPK”, “Rolling Stones Licks World Tour European EPK”, and “Faith Hill: A Little More Faith” – ABC Family Special
Education & Professional Development Master of Science, Advertising, VCU Brandcenter, Richmond, VA, 2009 Bachelor in Business Administration, Finance, University of Michigan, Ann Arbor, MI, 1996 Project Management Professional (PMP), Project Management Institute, 2007 Earned the right to use the Chartered Financial Analyst® (CFA) Designation, CFA Institute, 2003 Association of Independent Commercial Producers (AICP) Commercial Coordinator Seminar, 2003
Skills
Proficient in Mac and PC platforms, expert ability in MS Office and iWork products, working knowledge of Adobe CS3, MS Project, Access and Visio applications
Honors and Achievements Finished in the U.S. Top 50 and Global 150 out of 2,187 registered teams competing in the Google Online Marketing Challenge (2009) Charter board member of VCU Brandcenter, a student government organization (2008-2009) AAAA Multicultural Advertising Intern Program Participant (2008) Production Manager on 5-time Emmy-award winning “A&E in Concert: Paul McCartney in Red Square” (2004)
I express my curiosity about anything and everything through my random thoughts. At times these thoughts are kept to myself and others times shared with others. Below are a few I choose to share.
Why do people look up when they think? Are they seeking heavenly intervention? How long does it take candy to biodegrade if kept in a plastic pig? Any person who needs to bribe a kid with junk food to be good while shopping, has a really smart kid. How many slices of homemade rum cake can one eat before he gets tipsy? If you only live life once, how do you know you lived it to the fullest? Don’t you hate it when AFTER you eat you’re HUNGRIER than you were BEFORE you ate? Chewing gum while both nostrils are congested is hard and it makes you chew like a cow. You know you’re in a small town when the post office closes for the day at Noon and it’s a Wednesday. Nothing intimidates me more than clothes shopping. It’s nice to be in the presence of people you love. There’s no need to fill the silence with words; they already know & feel the same. Feel like Gizmo right now. “Bright Light! Bright Light!” :-/
Fun is not what I am looking for‌it’s the experience I seek. If I enjoy the experience, the fun will come. - Nerissa Marbury
Do you want access to a downloadable version of my work? Send your request to n.marbury@gmail.com
Peace is not something you wish; It’s something you make, something you do, something you are, and something you give away.
-Robert Fulghum
Client The Peace One Day organization was officially launched in September 1999. Its mission is to engage all sectors of society, including governments, community and global organizations as well as individuals, in observance of Peace Day (September 21st). The observance takes place through the practical manifestation of non-violence and ceasefire in accordance with United Nations General Assembly Resolution 55/282, and encourages action on Peace Day that creates a united and sustainable world. Google’s mission is to organize the world’s information and make it universally accessible and useful. In addition to its dominant search engine, it offers a plethora of tools and platforms including its more popular products: Gmail, Maps and YouTube.
Challenge Develop a global campaign that reaches 1 billion people in the first year. Leverage Google products when possible.
Role Creative Brand Manager, Account Manager, Google Products Expert
Not For Profit
Online Marketing
Social Media
Internet
Brand Awareness Bloggers
Insight
Influence Ripples
When bloggers share their point of view it becomes contagious. Bloggers are tremendously sophisticated in leveraging the available tools to make their blogs more robust.
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Target Bloggers – One of the most influential reasons we chose this target is the ripple effect. Not only is the blogosphere inhabited by fellow bloggers but also by readers and followers as well. Statistically, for every one blogger in the world there are two followers and 4 readers.
Strategy
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Bloggers who exert a larger “sphere of influence” have a broad ripple effect. Bloggers at the lower ranking levels also influence, but their ripples are smaller. Bloggers with smaller “influence ripples” tend to be higher in volume.
Link Peace Day
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500+ links
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1000+ links
Multiple “influence Ripples” are happening right now, all across the Social Network. They overlap, interact, and span across time and digital space. If the ripple is big enough, eventually it spills over into areas outside the Network. Note: links represent number of other blogs/sites referring to recipient.
Blogger Launch Party Potential Invitees**
Joi Ito (TECH) Guy Kawasaki (TECH) Rob Malda (TECH) Perez Hilton (CELEB) Harvey Levin (CELEB) Mark Frauenfelder (ART/DESIGN/CULTURE) Scott Schuman (ART/DESIGN/CULTURE) Josh Rubin (ART/DESIGN/ CULTURE) Marcos Moulitsas Zuniga (POLITICS) Ariana Huffington (POLITICS) Seth Godin (MARKETING) Chris Brogan (MARKETING)
Screening of the film The Day After Peace Message from Jeremy Gilley, Founder - Peace One Day Message from Google Blogger Kit Explanation Symbolic Launch of Tell Two+ **
Creative The primary purpose of the creative executions is to complement and serve as brand recall devices for the blogger-initiated campaign.
Traditional Campaign, Phase 1
Viral Campaign, Phase 2 Cell Phone Scan Posters: Scannable bar codes will deliver detailed information on Peace Day and the Peace One Day organization to mobile devices.
Digital Peace One Day Home Page Redesign: Provides Tell 2+ button with link to explanation page, Peace Day Commitment Box, and use of Digg Stack to show real-time activity.
Google Concepts
Gmail and iGoogle with a themed September 21st Peace One Day background.
Screensaver or widget that automatically updates as more are infected.
9.21.09+ It is great to promote up to Peace Day, but what happens after? How do you keep peace alive until the campaign starts again for September 21st the following year? Using the Google Earth platform, Peace Day participants will be able to load pictures documenting their personal contribution to Peace Day. Google Earth users around the world will be exposed to Peace Day and motivated by the stories behind the pictures.
What do you get when you combine transitional styling with design savvy of Chanel & Philip Johnson?
Challenge Develop an integrated product launch campaign that spans all facets of marketing from product development and consumer strategy to distribution, pricing and packaging.
Role Product Manager, Brand Manager, Team Lead, Consumer Advocate, Art Director
Insight Every cook desires cookware that is simple to use, easy to clean, and saves time. Every cook prefers cookware that is compact for storage and offers flexibility in use.
Target The Rosalyn Jane Carsons of the world.
Brand Positioning Offering flexibility in the way people prepare and serve their meal.
Results Won product innovation competition
consumer strategy
innovation distribution channels packaging retail product development
Segmentation Snapshot: Rosalyn Jane Carson Behavioristic
Demographic
Geographic
Psychographic
Purchase Occasion
Age
Region
Societal Division
Sex
Population Density
Lifestyle
Family Size
Climate
Personality
Holidays, Gift Registry, Social Gatherings
BeneďŹ ts Sought Convenience
User Status
Potential, First-time, or Regular users
Usage Rate
Monthly Average
Loyalty Status Medium
Readiness Stage
28-52 Female 3+
Family Life Cycle
Married or Single w/ Children
Income $75,000+
Occupation
Professional, Proprietor
Unaware or Interested
Education
Marketing-Factor Sensitivity
Religion
Quality & Price
College Graduate Protestant
Eastern Half of the United States Urban-Suburban
Skewed to Southern climates
Middle of the Road Achievers
Ambitious
Packaging considered the needs of Rosalyn, our consumer, from copy that stressed benefit over function to a handle for easy transport from store to home.
The Travel Destination for Explorers.
Client Kayak is a travel search engine that searches hundreds of travel sites from all over the world. Kayak provides travel information in an easy-to-use display that allows the user to refine the search to narrow down and choose the exact result desired. Kayak then sends the user directly to the source to make the purchase.
Role Creative Brand Manager, Travel Expert, Kayak User, Gen X advocate, Idea Generator
Challenge Confront the issue of unawareness. Travelers are unaware of the difference between Kayak and online travel agencies. Gain market share without spending hundreds of millions on advertising and preferably without the use of paid traditional offline media.
Insight We have elected a new president and entered into a new era where more and more people see themselves as agents of change. These agents feel figuratively trapped in the baby boomer economy and are constantly trying to find ways to experience ALL life has to offer.
Target The Bubble Breakers
Positioning Kayak encourages the world to travel
Consumer Positioning
Social Media
Online Marketing Travel
Internet
There is both a marketing and a business challenge that need to be overcome.
Kayak Represents
Each of us impacts the world around us every single day. We have the choice to use the gift of our life to make the world a better place - or to not bother.
-Dr. Jane Goodall
Client Founded by renowned primatologist Jane Goodall, the Jane Goodall Institute (JGI) is a global nonprofit that empowers people to make a difference for all living things. JGI creates healthy ecosystems, promotes sustainable livelihoods and nurtures new generations of committed, active citizens around the world.
Challenge
At the age of 74, Dr. Jane Goodall continues to travel and speak 300 days per year, however, she cannot continue at this pace forever. Like Paul Newman and “Newman’s Own”, it is incumbent on the Jane Goodall Institute (JGI) to build a legacy for Jane so that her work will continue on into the future long after she is gone.
Role Creative Brand Manager, Not For Profit Expert, Supporter
Insight We all coexist, one (human, animal or environment) is not above the other. Every individual matters. Every individual has a role to play. Every individual makes a difference. -Dr . Jane Goodall
Target Emotionalists
Positioning Thought leader on the harmonious balance between animals, humans, and the environment.
Strategy Each part has a greater purpose.
Brand Positioning
Not for Profit Brand Architecture Brand Identity
Digital Life www.twitter.com/Ner1ssa
www.linkedin.com/in/nerissamarbury
www.1epiphanee.blogspot.com
www.issuu.com/1epiphanee
Click Where I’m Clicking StumbleUpon
New York Times Online
Social Media Today
TasteSpotting
YouTube
Smart Brief Marketing Daily
Flickr
Fast Company
Economist
Brandcenter Student Blogs
BlogPulse
Ad Age
CNN Online