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Brand Strategist

Proactive, strategic professional versed in leading the creation of branding, digital marketing, retail merchandising, and environmental design solutions.

Track record of driving brand growth and launching new lines of business including associated processes, business plans and rollout strategies.

Specialties: Brand Strategy, Brand Management, Strategic Planning, Customer Experience, Integrated Marketing Strategy & Implementation, Digital Marketing, Social Media, Packaging Design, Strategic Partnerships, Online & Offline Advertising.

The Brand Advocate is a strategic brand management consultancy. From strategy to measurement, creating brand value is the goal. I help build relationships and grow brands by communicating a clear and consistent brand message that matters to your audience, and providing an engaging customer experience at all touch points.

While at MicroArts, I lead the agency to significant year-over-year growth and provided the strategy and planning for marketing programs for all our clients. Personally provided strategic brand consulting, creative direction, and leadership of the cross disciplinary implementation team that included strategy, content, design, development, social outreach and program management. Grew client base to include both B2B and B2C growth-oriented brands with multi-year fully integrated digital and traditional marketing plans.

Example programs included:

GE Healthcare – lead strategy and planning for an online patient education program that won GE’s Digital Marketing Campaign of the Year and achieved over 1,000,000 social shares in less than 1,000,000 minutes.  The 'Is My Cancer Different?' campaign included an interactive website, localized global content, custom videos, social media campaign, digital advertising and clutter-buster direct mail program.

World Best Cat Litter – lead strategy an

Chief Strategy Officer

Promoted in 90 days to manage all client services and delivery operations of the agency, resulting in double digit revenue and profitability growth. Successfully repositioned the agency to focus on our core foundation of creating and growing brands. 

Coupled with my Agency management responsibilities, served as the sole Senior Strategist/Planner providing strategic brand consulting, planning, creative direction, and leadership of program implementation team (analytics, content, design, development, outreach and program management).

During these years, grew and mentored team to include key disciples of brand positioning, brand design, packaging design, video/animation, social media, influencer outreach, web development, integrated online campaign management and ROI analytics. 

Client base grew to include both B2B and B2C growth-oriented brands with multi-year fully integrated regional, national and global programs.

Additional responsibilities included day-to-day operation of the age

Vice President / President

Assumed sole responsibility for account services and project management of growing digital marketing agency. Defined and delivered branding and Internet marketing solutions for progressive B2B and B2C companies.

Senior Director, Client Services

Successfully served in several leadership positions with escalating responsibilities and established two new departments within the organization. In each position I exceeded internal expectations and redefined the way BrandPartners approaches and delivers professional services to clients.

As VP Retail Market Strategy, I provided strategic consulting and program implementation for retail channel customer experience and merchandising initiatives. Collaborated with C-level client contacts at regional and national banks to define program objectives, measurements of success, and determine course of action. Responsibilities included defining, scoping, managing and delivering programs that included a combination of analysis, creative design, fabrication, installation and on-going program management.

Also actively involved in developing and deploying new marketing initiatives to advance brand recognition and interest in products and services. Helped define overall strategy to target largest 

VP Retail Market Strategy

Defined and established a new Business Development department (Presale & Account Management) to facilitate the cultivation of our clients, proactively identify methods of increasing revenue, and work with the Senior Management team to identify new offerings and go to market strategies. As Director, proactively work with Account Executives to assess a variety of situations and determine the appropriate level of response and/or course of action. Position required the ability to successfully present all of our services and clearly convey the benefits to our client and prospect base. Responsibilities also included the management of all Account Managers and Presale Designers including hiring, training, and mentoring.

During this time period, I also co-managed the internal program office of all retail communication project managers, which required in-depth knowledge of all project management principles and resource allocation.

Director, Account Integration

Developed and implemented a complete digital merchandising practice within six months. Responsibilities included development of product offering, positioning, partnerships and sales strategy. Fully articulated practice includes processes for identifying, selling, and deploying turn-key digital merchandising programs. Responsibilities also included training all internal sales and support staff, maintaining vendor partnerships and staying up-to-date on the evolving industry. Knowledge of all types of digital merchandising including passive signage, interactive self-service applications and integrated design solutions allowed for assisting clients in architecting the appropriate solution for their environment and program objectives.

Digital Merchandiser Manager

During a 9 year tenure at PixelMEDIA, a leading web and interactive agency, I had the opportunity to gain experience in multiple roles with increasing responsibility. Prior to my departure, I helped to grow a small company to a highly profitable professional services organization through my contribution to business development, account management, project management, marketing, customer service, human resources and administration.

Account Management - Performed all aspects of solution-based sales – including lead generation, prospecting, cold calling, identifying opportunities, presentations, creating proposals, negotiating and closing the sale. Accomplishments included maintaining superior client satisfaction by proactively managing expectations and exceeding quarterly quotas by generating revenue from new and existing business-to-business accounts. Actively maintained a client base of 60 corporate clients.

Project Management - Handled all aspects of online and interactive technolog

Executive Producer (Account & Project Management)

In conjunction with business owners, developed and implemented corporate growth strategy. Responsibilities included establishing corporate guidelines for customer service and satisfaction, and defining responsibilities and expectations for sales and administrative staff. Also responsible for managing all inside sales representatives and account executives, and continually identifying new potential business-to-business targets and lead sources to populate prospect database. Researched new markets, competition and potential partnerships to evaluate positioning and services offerings.

Managed all aspects of initial corporate business-to-business marketing and public relations strategy. Accomplishments included preparing quarterly newsletter and corporate identity materials – including copywriting, layout, preparation, coordinating printing and mailings. Also responsible for coordinating public relations efforts,
including press releases, bylines and article placement. 

Also involved in 

Director, Business Development

Find out detailed information about Karen Schaffer, Brand Strategist in Portsmouth, NH

Karen Schaffer: Brand Strategist in Portsmouth, NH

Karen Schaffer

The Brand Advocate

MicroArts Creative Agency

MicroArts Creative Agency

MicroArts Creative Agency

BrandPartners

BrandPartners

BrandPartners

PixelMEDIA

PixelMEDIA

University of New Hampshire - Whittemore School of Business and Economics