WHITNEY (MARTINEZ) DONALDSON
TINY REBELLION Senior Strategic Planner: February 2015 - July 2015 TrueCar, Bolthouse Farms, New Business Initiatives • Planned and co-led a full day workshop for TrueCar client & agency teams. Created stimulus materials including branded case studies, target audience information (MRI), automotive path to purchase, and a cultural examination of the information revolution. Crafted the day’s timeline, exercises and discussion guide while getting internal & external stakeholder buy in. Worked with account & creative teams to execute; delegated tasks to my team. • Used secondary resources to put together multiple think pieces: a comprehensive view of automotive path to purchase, an examination of the information revolution and its effects on culture; a detailed target audience persona based on MRI data. • Helped the agency team with quick tasks for many new business pitches and client projects with secondary and primary research.
TEAM ONE ADVERTISING
Brand Strategy Consumer Research Advertising Marketing 60 Rue Vieille du Temple 75003 Paris, France whitneymdonaldson15@gmail.com
Strategic Planner: November 2013 - February 2015 HSBC, Haägen-Dazs, Lexus, Moonshot, PIMCO • Crafted brand and campaign strategic documents for Haagen-Dazs’ global campaign; collaborated with creative teams on campaign deliverables to be executed in different regions; created stimulus for consumer research in two of the top markets - Paris and Shanghai. • Led qualitative research study (including focus groups and one-on-one interviews) for a new business opportunity in financial services (PIMCO); partnered with research vendor for recruiting while creating screener, discussion guide and top line reports internally; shared moderating duties. • Created strategic briefs for Lexus CPO based on a qual/quant research study; included online survey, focus groups in four markets, & recontact survey. • Led The Moonshot Speaker Series, successfully grew and focused the program; duties include setting the vision, creating a yearly budget, recruiting speakers such as musicians, startup founders, and authors; providing direction for their talks; creating promotional materials for the event
TBWA \ CHIAT \ DAY Account Planner: December 2011 - November 2013 Southwest Airlines, Kraft Salad Dressing, Energizer, Principal Financial Group • Organized qualitative research for our Kraft campaigns; created materials, added to the discussion guide, participated (back room) and analyzed focus groups populated with our target, the “Mainstream Foodie” • Collaborated with a cross functional team for the “Let’s Get Zesty” campaign; played an integral role as a member of our launch night team that jump-started our social community through live interactions with @thezestyguy • Southwest pitch team member: had a deep brand understanding, conducted consumer research, developed strategic platform & client presentation • Provided strategic direction and consumer understanding for the latest Energizer product launch Jr. Planner: July 2010 - November 2011 Southwest Airlines, Kraft Salad Dressing, Energizer, Principal Financial Group • A member of the pitch team for Kraft Dressing; repositioned Kraft Salad Dressing to Anything Dressing based on a key consumer insight • Created & presented consumer insights, brand history, and strategic platform to global teams in the LA office for the first global Energizer campaign • Delivered economic status and consumer trends reports to the client quarterly to ensure timeliness and consumer relevance • Managed an intern for 3 months; delegated responsibilities on day-to-day accounts and new business pitches
DAVID & GOLIATH Account Planning Intern: Summer 2009 Completed consumer research and competitive analysis for a variety of brands including Cirque du Soleil and Universal Studios • Conducted and presented background research, analysis, and insights for the The Wizarding World of Harry Potter at Universal Studios • HTC new business pitch: carried out research, wrote a competitive analysis, contributed ideas & gave input for communications plan •
EDUCATION VCU Brandcenter, Richmond, VA - M.S. in Mass Communication, Creative Brand Management, May 2010 Virginia Tech, Blacksburg, VA - B.S. in Marketing Management, May 2008
SKILLS Mac OSX, iWork, iLife, Windows, Microsoft Office, Adobe Creative Suite, Simmons, MRI, NetBase
INTERESTS I love planning trips, writing, taking on challenging recipes, experience the outdoors, exploring on foot, and reading anything.