Kim Lefever

• Leader of digital content development for brands in McCormick's portfolio, including McCormick, Old Bay, French's, Frank's RedHot, Gourmet and more. • Producer of new cooking series on McCormick Spice's YouTube channel called, "Flavor Makers." This series is designed to teach cooking tips and hacks to younger millennials. • Collaborate with brand marketers and McCormick Test Kitchens to create targeted content, including recipes, videos, infographics, articles and brand stories. • Manage internal creative resources to develop consumer-friendly assets that meet the communication standards and TOVs of our various brands and sub-brands. • Develop relationships with award-winning video and design agencies. • Support the creation of stories that describe how McCormick works to "improve the health and well-being of all people; build vibrant communities where we live, work and source; and make a positive impact on the planet." • Lead creative direction for consumer email marketing program.

• Manage in-house creative team to develop assets for McCormick websites • Collaborate with the digital marketing team to develop content and execute strategies that align with business goals and marketing objectives • Develop a variety of content formats for campaign and evergreen needs • Develop third-party resources to fulfill content requests • Maintain production schedules • Ensure brand tone consistency and editorial standards across all McCormick websites

• Translate business and marketing objectives into an actionable digital content strategy and plan that delivers measurable results. • Lead the full range of content from messaging strategy to content production. • Bring together subject matter experts, internal content creators and outside agencies to develop relevant, targeted consumer-facing and B2B content. • Map customer journeys and conduct quantitative and qualitative audits to identify content gaps. • Create content calendars and maintain editorial standards of quality and accuracy. • Manage freelance copywriters. • Responsible for advancing social media maturity and guiding social strategy for Armstrong business units. • Manage global community of Armstrong social media administrators. • Discover and evaluate emerging social media platforms and tools; maintain social media training program. • Conduct monthly meetings of the Global Social Media Council to share social media best practices and industry news with social media administrators.

• Develop and implement compelling content that effectively communicates the messaging of our products and solutions, which excites and engages current and potential customers. • Write and edit marketing copy for Armstrong websites. • Ensure copy meets web standards - concise, easy to read, and relevant - and addresses the needs of our target audiences: building professionals and consumers. • Produce how-to videos and write video scripts. • Manage freelance copywriters: assign tasks, coach writers on writing guidelines, and edit copy. • Establish copy guidelines for websites. • Lead the global social media program at Armstrong. • Monitor the brand’s worldwide digital reputation and the company’s social media activities. • Built and lead a team of 30 social media administrators in the U.S., Europe, China, India, and Australia. • Identify relevant social channels for Armstrong business units. Create Armstrong social accounts and guide social media strategy. • Planned and researched our social media training program and developed a crisis response plan. • Implemented a social media management platform - Spredfast - and provide training to administrators. • Define social media metrics for business units and ensure proper tracking of posts.

• Developed messaging strategies and wrote copy for video, web, print, TV spots, and integrated marketing programs for clients of an advertising agency. • Produced a wide range of corporate videos, training programs, educational videos, documentaries, and TV commercials. Managed relationships with corporate, non-profit, and government clients, such as Giant Foods, The Hershey Company, PA Department of Corrections, The Four Diamonds Fund, Commonwealth Media Services, and Tyco Electronics. • Created client proposals, including creative treatments and project budgets

• Wrote video and radio scripts and produced corporate, educational, and training videos, as well as TV spots • Responsible for lead generation through relationship-building and cold calls • Served on the production team as audio technician and grip for video and film shoots