Candice Greenberg

Provided brand clarity, empowered cross-functional brand advocacy, and steered key innovation initiatives to shape the future of the global Spotify brand.

- Managed annual planning and $10M budget for brand-level initiatives, ensuring strategic allocation of resources.
- Established and led a dedicated department focused on Global Brand Foundations.
- Drove ongoing brand education and maintenance to support the global organization and partners.
- Directed organizational efforts for the brand; including brand architecture and the development of a new organizational model and processes for the company, content and acquisitions.
- Spearheaded and drove brand innovation initiatives including new typeface development, visual identity evolution, brand photography, and supporting work streams.

Directed all Premium and Social Impact initiatives for Brand and Creative team.

- Acted as the Brand and Creative representative across the global Premium organization including Premium Business, Premium Brand and Market teams, as well as the Global Social Impact function.
- Supervised and resourced Brand Management, Creative and Production teams across ongoing work streams and campaigns.
- Led and implemented creative strategy for Premium campaigns to drive business unit objectives and achieve forecasts and shareholder targets, including a 3 for 99c Premium offer that drove over 16M new subs.

Drove process from brief to execution to support internal and external business initiatives — spanning product or new market launches, artist marketing campaigns, offers and promotions, brand building and identity and tone development.

- Crafted global brand narratives that effectively communicated product features, consumer benefits, and the overall brand vision, taking into account cultural nuances.
- Utilized cultural and audience insights to develop strategies and campaigns for Spotify and partners.
- Created tools and guidelines to ensure consistency and authenticity in storytelling, empowering both internal teams and external stakeholders.

Devised and evolved a Spotify voice that translated across multiple social channels and new markets.Developed content calendar and drove content creation for owned channels including 6.5M+ Facebook fans, 1.4M+ Twitter presence, and 15M+ USA newsletter opt-ins.Led bespoke projects to leverage topical and cultural events, and to accelerate brand awareness and adoption, including our Annual "Year in Music", “Playlist Poetry” and “Your Music Moments” campaigns. Supported cross-functional teams to engage and educate users on product updates and launches, marketing and co-marketing initiatives, brand events, as well as PR, artist and record label priorities.

Account management and development of targeted communication strategies for high-profile clients including Disney, Kellogg’s, McDonald’s, NBC Universal, Sony, and Volkswagen.

- Collaborated with distribution vendors to provide innovative social media offerings that delivered exceptional ROI for clients' campaigns.
- Generated analytical reports on campaign performance, user engagement, and ROI metrics.
- Oversaw corporate and social media assets including website, blog, Twitter, and Facebook.

Drove all aspects of brand management, strategy, and marketing planning for Nintendo products with responsibility for consumer product launch activities, scheduling, budgeting, and expenditure tracking.Provided direction for advertising agencies, public relations firms, and vendors. Supervised trade marketing assistant, PR and events coordinator.Planned and led weekly team meetings, feedback sessions, and brainstorming activities involving all levels of staff and management.Accomplishment Highlights: • Led an integrated celebrity endorsement campaign for Nintendo which blended TV and online advertising, social media, public relations, and in-store POS materials. − Achieved a 79% increase in demand with 21% month-to- month growth. • Pioneered dynamic co-branding initiatives by forging relationships with major brands such as KFC, Kellogg’s, and Tiger Brands Jungle, including: − Special K and Wii Fit Sweepstakes Promotion. − KFC and Nintendo Friends & Family Contest Promotion. − Sponsorship of the Jungle Mini kids bar targeting 900,000 mothers and children. • Launched an integrated Nintendo Games campaign that stimulated Pick ‘n Pay supermarket traffic through radio, outdoor, print, guerilla and social marketing, and online and viral campaigns, successfully penetrating the grocery industry as a key retail space. − Produced 71% month-to-month hardware growth and 164% month-to-month software growth. • Designed and managed a social investment campaign with Alzheimer’s South Africa (ASA) that promoted mental fitness through a national PR campaign spanning print, online, and radio as well as customized gaming bundles which donated a percentage of sales to ASA.

Demonstrated initiative, marketing expertise, and management skills while overseeing a full range of product marketing campaigns that led to a promotion to Brand Manager.Addressed and resolved customer inquiries as a key point of contact while fostering excellent long-term client relationships with top global technology companies.Authored press releases, managed priority media list, and developed PR reports.Managed the design of consumer brochures and other marketing communications material.Liaised to logistics and warehousing teams.Accomplishment Highlights: • Provided leadership as brand custodian entrusted with solo management of online marketing projects. • Honored with a company award for exemplary customer service in 2007. • Played an integral role in securing the Nintendo account with active involvement in proposal development and client account management. • Achieved a successful launch of Nintendo Wii in South Africa while serving as project manager. • Crafted innovative marketing strategies for Nintendo Wii resulting in hardware and software topping GfK sales charts in launch quarter.