Kelley Gipson is a Global Marketing and Communications Executive with creative ability to identify and promote competiti...
Kelley J. Gipson...
STRENGTHENING BRANDS WITH STRATEGY AND INNOVATIVE SOLUTIONS
Scarsdale, NY 10583 • 914-656-5458 •
[email protected] • linkedin.com/in/kelleygipson
Global Marketing and Communications Executive with creative ability to identify and promote competitive differentiation and establish market positioning for both large and growing companies across multiple industries. Team builder and leader possessing agency and client-side experience who drives cross-collaboration and consistency for brands across multiple channels, audiences and varied organizational structures. Masterful at understanding and building consensus around specific needs of varied constituents. In-depth experience aligning brand with corporate objectives and positively impacting bottom-line revenue growth and marketplace reputation. Adept at developing business and sales partnerships in matrixed organizations. Select accomplishments:
Business Transformation: Transformed CIT’s global marketing and communications functions, which were operating in more than five disparate groups with minimal association, into an established infrastructure with clarity and collaboration on brand management, business strategy and messaging across all project lines and vertical channels.
Focused Leadership: Expanded global marketing and communications team at CIT from eight to 24 employees over a two-year period and restructured function to include matrixed, global reporting lines. Identified best practices to amplify reach and impact of marketing and communications programs. Increased employee awareness and engagement through a brand-centric internal communications practice.
Industry Expertise/Recognition: Awarded two Silver Anvil awards from the PRSA for programs supporting large-scale IPO marketing and highly complex in-court restructuring (crisis communications). Won FCS recognition for advertising programs that improved CIT’s standing in the commercial lending market.
Optimizing Performance: Implemented brand standards and identity guidelines to align organizations around core branding principles and messaging during multiple client engagements. Improved consistency, best practices and clarity of communications across marketing and communications channels by standardizing and reducing approval infrastructure and increasing speed to market.
Core Competencies that Drive Competitive Edge
Brand Strategy and Architecture Integrated Marketing Advertising and Digital Thought Leadership Crisis / Reputation Management
Internal / External Communications Strategic Alignment Sponsorships / Partnerships Employee Engagement / Volunteerism Change Management
A Career of Building Brand Equity to Capture Critical Market Share Surroundings Greenwich
2011 – present
Bespoke home furnishings and design boutique focused on select US artisans.
FOUNDER AND PROPRIETOR Devised and launched new retail business, including developing a business plan, managing P&L and establishing a brand position and profile using social media marketing strategies. Currently moving into its second year of operation after navigating one of the worst economic downturns in history.
Identified market niche and pursued strategic partnerships with artists and US-based manufacturers.
Researched and targeted key influencers in community and successfully established productive relationships, driving awareness of and traffic to store.
Leveraged multiple communication platforms to execute guerrilla marketing tactics, including email marketing campaigns, blogging, and word-of-mouth, which increased customer base by 30%.
Kelley J. Gipson CIT Group
Page 2 2000 – 2010
Leading global provider of lending, leasing and advisory services to small and middle market businesses.
EXECUTIVE VICE PRESIDENT, DIRECTOR BRAND MARKETING AND CORPORATE COMMUNICATIONS (2001 – 2010) CHIEF OF STAFF (2003 – 2009) Initially recruited by CEO to innovate and execute a comprehensive global corporate positioning platform, tenure at CIT Group was marked by a series of promotions and increasing scope of responsibility. Recruited new and retained existing talent, supervised teams of direct and indirect reports, and managed budgets from $10 to $40M.
Adapted and enhanced brand and reputation across various business channels, product lines and markets during economic periods of both high growth and contraction and multiple CEO transitions.
Created alignment between more than five separately operating entities and successfully established an infrastructure that ensured clarity of business objectives and adherence to brand guidelines. Resulted in substantially reduced redundancy and greatly increased cross-collaboration, performance and customer service ethic worldwide.
Directed communication to media, customers and employees during third largest financial services IPO in history, as well as during declared bankruptcy and financial restructuring in 2007. Coordinated with business leads and internal resources such as investor relations, government affairs and sales to ensure messaging consistency.
Partnered with executive leadership to clarify CIT’s business strategy and vision and improved visibility by advertising branded content through “experience and expertise” podcasts, white papers, and highly visible partnerships with publications including Economist, Forbes, CFO Magazine, multiple Conde Nast titles and the Wall Street Journal.
Launched Executive Speaker Bureau and Sourcebook to enhance quality and quantity of press coverage.
Leveraged executive leadership to energize change management initiatives and clarify business goals and values, leading to increased engagement and cultural awareness with employees and external constituents.
SENIOR VICE PRESIDENT, MARKETING (2000 – 2001)
Unearthed previously overlooked company-wide commonalities after analyzing product offerings and sales efforts in emerging, leading and lagging markets. Produced brand platform which was adopted globally.
Draftfcb (Formerly Adler Boschetto Peebles & Partners, Draftworldwide)
1988 – 2000
Global, fully integrated brand marketing and communications agency.
EXECUTIVE VICE PRESIDENT, GROUP ACCOUNT DIRECTOR (1998 – 2000) As several agencies merged over 12-year period into Draftfcb, each consolidation resulted in a career promotion with increased responsibility and visibility to senior management. Notable successes strategizing with Fortune 500 executives and other constituents to develop brand narratives and launch multimillion-dollar revenue-generating campaigns companies such as Avis, A&E, History Channel, Prudential Securities, CBS Cable, Christian Dior, CIT Group, Business Week, Van Cleef & Arpels, amongst others.
Brainstormed with agencies and senior stakeholders to articulate desired brand profile and market position for multiple clients. Resulted in the creation and implementation of marketing and communication strategies, events and partnerships aimed at creating compelling brands worldwide and increasing consumer loyalty.
Developed detailed timelines for $30M+ projects and adeptly coordinated cross-functional channels to execute advertising and promotional campaigns, achieving desired results within tight deadlines.
Increased repeat customer traffic through ideation and implementation of tiered ‘club’ participation for Avis with business travelers in heavy travel markets.
Led the repositioning and rebranding of Business Week to support masthead and editorial redesign targeted at improving subscriber renewal efforts.
Kelley J. Gipson
Page 3
SENIOR VICE PRESIDENT, MANAGEMENT SUPERVISOR (1996 – 1998)
Exceeded sales projections by 25% in US launch of several Christian Dior products including Dune (women), Fahrenheit (men), and Dior Svelte (skincare). Generated demand prior to release through sampling programs and print and television advertising.
Introduced CMT (Country Music Television) utilizing a targeted, market roll-out which included television, print, radio, and select in-market partnerships to build word-of-mouth with progressive country music opinion leaders to differentiate from sister channel, TNN, and drive demand.
Managed New York Municipal Bond offering with the City of New York and Prudential Securities (underwriter). Oversaw all advertising; print, radio, OOH and television resulting in over subscription of offering.
VICE PRESIDENT, ACCOUNT SUPERVISOR (1991 – 1996)
Directed launch of History Channel as well as the expansion of A&E post-launch. Tactical advertising increased viewer awareness and demand. Trade advertising, promotions, and direct marketing activities drove improved operator carriage and channel negotiations.
Designed seasonal and holiday catalogs to highlight select new and distinguished designs to Van Cleef & Arpels’ discerning customer base.
Implemented weekly cover marketing program for Business Week to support newsstand sales.
VARIOUS ACCOUNT MANAGEMENT ROLES (1988 – 1991)
Education New York University, BS, cum laude Harvard Business School, Executive Education Program on Negotiation
