Allstate Insurance, Northbrook, Illinois

Responsible for cascading and developing the overall national acquisition marketing strategy through the development of clearly defined goals and objectives, compelling consumer insights, advertising messaging and overall marketing plan.  Messaging platform extended into both traditional marketing tactics including television, direct response television, print, and digital tactics including search marketing and banner advertising.

IMPACT

Based on consumer research, led the development of the key messaging points that are still used in many of the most successful marketing tactics four years later.  Messaging strategy was the first to deliver a price / value message for the brand that did not dilute brand equity and helped fuel the direct to consumer business.  Developed a strong acquisition messaging platform enabling the firm to move into more direct marketing tactics like direct response television.

ANALYSIS

Looking at problems and solutions that go against the traditional “way of doing things,” has been a strength in my career.  I look at business problems without taking on all the “corporate baggage” that  can sometimes get in the way of coming up with “real” innovative ways of solving a problem.

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