Caitlin Bower

Built a consultancy focused on brand development and strategy and integrated marketing planning and execution for clients Pepsi, AMEX, Intel, Torrid, Sovos Brands, mcgarrybowen, Aquafina and Lays. Work examples include: -PEPSI: Led the development and execution of Pepsi’s 2018 World Cup campaign, including the television campaign, the second highest scoring Pepsi ad of all time. -AMEX: Re-envisioned and modernized American Express’ content marketing machine, strongly focusing on business results by incorporating mid and bottom funnel content and capturing key search terms from competitors, resulting in a 70% increase in CTR’s to product pages from organic search. -INTEL: Developed and evangelized Intel’s global social media strategy and playbook, which included a vision, social behavior, a handle and platform strategy, and content framework, which 90% of local marketing teams adopted. -Torrid: Moving from a retailer to a lifestyle brand, launched branded entertainment with short films starring Barbie Ferreira and RuPaul. Earned 600m impressions and 6m video views, increased social follower counts by 20%, and turbocharged e-commerce with a 75% increase in site views. Services I provide: Brand Management, Development and Strategy Integration Marketing Planning and Execution Content Strategy Social Media and Digital User Acquisition and Retention Team Leadership & Management Brand Partnerships Licensing

DIGITAL/SOCIAL INNOVATION: Changed the way the company would approach digital by launching HP’s first ever digital mobile-first direct response campaign, serving the right ad to the right person at the right time by leveraging conversion data and making campaign decisions in real time. Increased conversions by over 15% and decreased cost-per-enrollment 7x. BRAND RE-LAUNCH: Re-launched the HP Instant Ink direct-to-consumer brand across touch points, creating an inaugural brand book and style guide and uniting two organizations with different objectives around one vision. USER ACQUISITION AND RETENTION: Contributed to driving record enrollment growth for HP's ink subscription business by partnering with the sales team to develop strategies to optimize e-commerce, grow the brand's sales funnel and acquire more customers. Developed and tested email marketing pilots targeted to existing consumers to drive retention.

MARKETING AND BRANDING INNOVATION: Helped develop and launch an internal agency responsible for driving long-term equity and growth beyond core products and bringing in new audiences such as GenZ for PepsiCo’s billon-dollar snacks and beverage brands: -Entrusted by Tropicana, Quaker and Pepsi to implement a new marketing approach at PepsiCo comprised of developing IP across content, licensing, partnerships and new business verticals. -Partnered with agency clients to develop brand ethos’ that transcended a specific demo, product, or category to allow brands previously tied to one product to enter new business verticals. -Recipient of PepsiCo’s “Crazy Enough to Invent the Future” Award for “outstanding behavior that pushes the boundaries, challenges the way we think and transforms the way we do business.”

MARKETING STRATEGY & EXECUTION: Moving from TV-centric campaigns aimed primarily at the masses to an idea-centric stream of news across tentpole events, digital content and partnerships that targeted class to mass, our global marketing innovations helped Pepsi pass Diet Coke in market share for the first time since 2010, returning it to #2 in the category. Developed and launched large scale, complex cross-functional initiatives in a highly matrixed organization: Pepsi Football: The once in a lifetime combination of fashion, sports and art led to WSJ naming Pepsi as a brand that won the World Cup and increased brand growth +7% globally, more than double that of Coke (an official sponsor). PepsiMoji - The unique take on emojis took over 1 billion bottles and cans and ignited culture outside of the store, with a global fashion collaboration with Jeremy Scott, emojis appearing as interlopers in the real world with fashion photographer Ben Watts and always on content at every level. LICENSING: Led Pepsi's first ever global fashion collection with colette, Bloomingdales and Liberty of London in over 750 stores. With more than $510k in revenue, retailers re-stocking, 4 American Design Awards and numerous global press accolades such as Vogue attributing fashion cred to the collection, the capsule was a huge success. GLOBAL PARTNERSHIPS: Drove advertising/marketing efficiencies through a partnership with Narciso Rodriguez & Bottletop, an organization that empowers women & their families through the creation of handcrafted products. Structured the partnership, negotiated the deal, and led the development of the visual identity and execution. Launched in the UK, US and India. BRAND/MARKETING STRATEGY AND EXECUTION: Led the development of global brand concepts as well as marketing strategy and execution for Caleb’s Kola (GenY), Izze Fusion (GenZ) & Pepsi True (GenX).

Reclaimed Playboy's role as a cultural provocateur by transforming the iconic brand into a a global lifestyle platform comprised of new ways consumers could engage with the brand -  innovative content, cutting edge experiences and premium products.  BRAND AND BUSINESS STRATEGY: Created a unified brand and business strategy that included a new vision and target, recommendations for strategic new business verticals and a global style guide that formalized the look and feel of the brand. Leveraged the results of Playboy’s first global brand tracking study to gain support of the strategy with internal stakeholders. SOCIAL MEDIA AND DIGITAL: -Enhanced the brand voice and content to present a well-rounded view of the Playboy lifestyle, adding 3 million fans to Facebook and quadrupling user engagement in just under a year -Leveraged experience in digital and mobile video, entertainment and technology to successfully envision and launch the Playboy app, which debuted as the #1 Newsstand App in the U.S. and in 15 other countries, the #1 Men’s Interest App in 54 countries, and the #2 Grossing Lifestyle and Newsstand app in the U.S. LICENSING: Reinvigorated licensing by launching elevated products and building collaborations with Dolce & Gabbana, Cushnie et Ochs and Supreme. Re-launched e-commerce to feature contemporized product lines, which contributed to exceeding $1B in sales EVENTS: Oversaw Playboy global brand events, selecting partners, conceiving creative concepts and managing execution. Playboy events included Art Basel, The Cannes Film Festival and an installation in the art world mecca of Marfa, TX in concert with artist Richard Phillips. LEADERSHIP: Re-structured and managed the brand team, fostering more dynamic and diverse skillsets to realize new business and brand goals and nimble timelines.

NEW BUSINESS DEVELOPMENT: Spearheaded new business efforts, creating and formalizing a sales pitch and process, including defining the value proposition and building an internal CRM tool. CROSS-FUNCTIONAL LEADERSHIP: Built and led cross-functional, strategic pitch presentations to C-level executives at top-tier brands including Gap, Under Armour and Christian Louboutin.

MARKETING STRATEGY AND ACTIVATION: As part of WME Marketing, constructed lifestyle, culture and entertainment-driven marketing strategies and programs for top-tier brand clients, including Chanel, Starbucks, Polaroid and Purina. TALENT BRAND MANAGEMENT: Reinvigorated and managed brands of priority talent clients by developing and activating business and marketing plans across multiple media channels. TALENT RELATIONSHIPS: Built integrated and collaborative working relationships between corporate clients and celebrities, such as Polaroid/Lady Gaga and Halo/Ellen DeGeneres. Gained a deep understanding of the entertainment business via prior roles as Assistant to President of WME (Emphasis on Motion Picture) and Assistant to the Head of Music at WME.