Karen Evans

Karen Evans

Freelance Strategy Director/ Brand Planner at Freelance
New York, Estados Unidos

Sumario

PROFILE
I am equal parts cultural voyeur and strategic provocateur, passionate about great brand storytelling that inspires and ultimately compels consumers to become active brand advocates.
I thrive in collaborative environments with like-minded people, looking to find new ways to leverage creativity to liberate a brand's potential and have fun doing it!

If your brand or your client's can use the experience and the passion I can bring, I look forward to hearing from you. karenevans24@gmail.com . 914.646.9574

Experiencia en el sector

Positions

Freelance Strategy Director/ Brand Planner
Freelance
April 2013 - Presente (7 años 4 meses)
As a ‘planner without borders’, I partner with both digital and ‘traditional’ agencies, developing compelling brand stories, inspiring consumers to become active brand advocates. This process typically includes Immersion (brand audit, architecture and positioning), Insight (qual/quant research design and implementation, analysis and validation) Inspiration (a provocative Creative Brief), and then Information collection (metrics, KPI dashboards) to evaluate success.

Categories and Brands:
CPG/Pet food--Purina Dog/Puppy Chow/Nestle
CPG/Beverage--Coca-Cola Freestyle/The Coca-Cola Company
Cosmetics--Kiehl’s/L’Oreal
FMCG--Power Bar/Nestle
Director of Strategy
New York, Estados Unidos
March 2009 - April 2013 (4 años 1 mes)
Tapped by co-founders as the agency’s first head of strategy, the team doubled the agency’s size and revenue in just 18 months.
New Business wins:
CPG/Beverage--Sprite (Global AOR)
Spirits--Bacardi (Global AOR)
CPG/Beverage--Diet Coke (Global AOR)
Technology--Google Display (winner of the first Mobile Grand Prix in Cannes)
Technology--Google Analytics

In each case, strategic insights were noted as a key factor in awarding the business.
I, along with and my team of exceptional minds, synthesized all available data and then designed and conducted primary research, (domestic and international in scope), using a variety of methodologies including ethnography, shop alongs, IDIs and the like.
Chief Marketing Officer
Atlanta, Estados Unidos
January 2004 - March 2008 (4 años 2 meses)
Journeyed to Atlanta to reposition a 90-year old agency looking to write its next chapter.
Led two offices to create ‘The Friendship Model’, an advocacy-based measurement tool.
Provided strategic stewardship to existing clients including Florida’s Natural (CPG), Publix Supermarkets (Retail), SunTrust Bank (Financial Services) and Southeast Toyota (Automotive).

New business wins:
Fast Casual Restaurants--Buffalo Wild Wings
Retail--Caribou Coffee.

As coach and mentor, grew planning department in both offices including connections planning and analytics focused experts.
Strategy Director
Cliff Freeman and Partners
January 1996 - December 2003 (7 años 11 meses)
At the behest of Cliff, migrated to New York to help inspire some of the most talented and heralded creative directors today, on epic brands including Staples and Little Caesars.

New business wins:
CPG/Beverage--Coca-Cola
CPG/Beverage--Fanta (Global AOR)
CPG/Beverage--Cherry Coke
Telecommunications--Ameritech
Retail/QSR--Quiznos
Retail--Budget Car Rental
Technology--Disney (go.com)
Retail/Automotive--Midas
Director of Account Planning
Citron Haligman Bedecarre
April 1991 - December 1995 (4 años 8 meses)
Started Account Planning discipline at agency now known as AKQA.
Categories/Clients:

CPG--Ore-Ida (Heinz)
Financial Services--Dreyfus Funds
Athletic Footwear--Avia
Apparel--Marika
Hospitality/Tourism--Copper Mountain Ski Resort/Ojai Valley Inn
Haircare--KMS

Formación

BA, Speech/Dramatic Arts

1977 - 1981 (4 años)

Bachelor's degree, Speech Communication and Rhetoric

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