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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 CITs 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 CITs 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.
Kelley J. Gipson
CIT Group
Leading global provider of lending, leasing and advisory services to small and middle market businesses.
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2000 2010
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 CITs 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.
Kelley J. Gipson
SENIOR VICE PRESIDENT, MANAGEMENT SUPERVISOR (1996 1998)
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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.
Education
New York University, BS, cum laude Harvard Business School, Executive Education Program on Negotiation