Principle, Kate Thomson Consulting (2015-present)

Support local and national businesses - and advertising agencies - with marketing strategy and executional support. Clients have included: Penn Mutual Insurance, Truth Initiative, Stirling Brandworks and Blue Cross Blue Shield of Massachusetts (2019-2021). Countless pro bono and small business clients too!

Regional Marketing Director -- Nationwide Insurance (2013-2015)

Utilized marketing strategies to localize the Nationwide brand, drive awareness and generate quality leads for exclusive agents. Served as field ambassador from home office and strategic marketing partner to regional leadership team. Drove adoption of digital marketing tactics, including website optimization, social media and digital advertising. Spearheaded digital marketing education curriculum. Directed two advertising agencies and eight agent co-op groups toward development of targeted media strategies.

VP, Account Director -- McKinney (2009-2013) Account: Nationwide Insurance

Led development, launch and strategic evolution of Nationwide’s integrated “World’s Greatest Spokesperson in the World” campaign, which drove annual double-digit increases to unaided brand awareness and consideration and increased effective branding to nearly double goal, despite decreasing media spend. Led a year-long development process, including rigorous copy testing and production, and launched the “Join the Nation” campaign. Demonstrated strategic abilities through a brand positioning overhaul, monthly brand health read-outs, intensive pre- and in-market copy testing and the development of data-driven rotation strategies. Coached a team of 5-8 account executives towards flawless stewardship of the account. Fostered strong, trusting relationships with clients and agency leaders.

Director of Marketing & Communications -- Duke University (2008-2009)

Owned and delivered all marketing strategies, budgets, tactics and execution. Increased site traffic (by 14%) and program participation, driving revenue and enhancing Duke's reputation as a national leader in gifted education. Designed and implemented a creative development and review process, such that all new production included a strategy component, thoughtful channel selection, messaging and targeting efforts and measurement. Led comprehensive marketing research project to identify market share and opportunities for growth. (But let's be clear... I'm still a Carolina fan.)

Management Supervisor -- Arnold Worldwide (2005-2008)  Accounts: Fidelity Investments, Activision’s “Tony Hawk”, American Legacy Foundation “truth”

Channel experience included media planning, digital, broadcast, print, radio, brand promotions, collateral development, outdoor, social networking, sponsorships, grassroots and added value integrations. Co-authored two silver award-winning 2008 EFFIE entries for truth’s integrated campaigns. Led campaign development for truth’s award-winning “Sunny Side of truth” campaign, including two unprecedented initiatives: a DJ remix program and an on-air partnership with MTV’s “The Real World”. Strategized for and executed full creative campaign for the launch of Activision’s 2007 Tony Hawk video game. Oversaw strategy and development for Fidelity’s 2006 and 2007 IRA seasons; achieved record net flows in 2006 (38% over season goal) and unprecedented growth in new online accounts (46% in ‘05 to 57% in ‘06). Managed online advertising for Fidelity across products and marketing objectives, including the Paul McCartney campaign within "Smart Move". Designed and executed Fidelity’s first formal, statistically significant online advertising “test and learn” program. Reviewed and approved all agency creative, strategy, budgets and media proposals prior to client delivery. Directed teams of account executives towards top-notch client service and attentive creative development. Regular guest lecturer at the Boston University School of Communications (undergraduate & graduate).

Senior Associate, Marketing -- Digitas (2003-2005) Accounts: American Express, MetLife, AT&T

Facilitated marketing campaigns for American Express’ consumer charge card product and AT&T’s Embedded Base, including direct mail, bill channel and microsites. Helped to define and execute a multi-touch strategy and test-and-learn agenda for MetLife Inforce pilot.

Marketing Manager -- Circles (2000-2003)  Accounts: American Express, Merrill Lynch, JP Morgan Chase, BMW, British Airways, Yum Brands, PepsiCo

Managed a team of 15+ call center “concierge” professionals towards service level and quality standards. Assisted clients in extensive event and travel planning, vendor selection and creative problem-solving. Developed results-focused marketing plans for a portfolio of 30+ clients. Wrote, designed, distributed and monitored performance of collateral towards optimal usage levels. Developed Circles’ first usage/utilization tracking system to accurately meet usage goals and profitability.

Bates College Class of 2000 -- BA in Psychology, minor in French.