SUMMARY INTRODUCTION
A results-driven PR and marketing executive with agency and in-house experience, Jennifer is known for creating personalized customer connections that convert calls to action and propel business growth.
One of the early adopters of social media, Jennifer began blogging, speaking and writing about social media marketing in 2007 and cemented her position as an industry leader ever since.
She is also recognized for harnessing the power of content marketing to solve real business problems ranging from a brand's share of voice or search engine ranking to improving team productivity and driving quality lead generation.
In addition, Jennifer designed an approach to influencer marketing that ensures brands only partner with legitimate ambassadors who have a history of driving measurable results.
A native of Georgia, Jennifer earned her B.A. in Communications from Oglethorpe University. She currently resides in Decatur, GA with her husband, composer and music professor, Dr. David Mitchell.
Core Competencies
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Traditional Public Relations
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Corporate Communications
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Message & Media Training
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Social Media Engagement
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Brand Identity Development
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ECRM Strategy & Engagement
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Content Marketing Strategy
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Social Commerce Strategy
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Paid, Earned & Organic SEO
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Team Leadership/Development
Memberships
SUCCESSES AT-A-GLANCE
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Counseled and led campaigns for the world's most beloved global brands as well as SMBs and start-ups across Consumer & CPG, Restaurant & Retail, Food & Bev, B2B & SaaS, Automotive, Health & Sciences, Entertainment and Financial services industries.
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While serving as the president of the mid-sized PR agency, Brandware, increased revenue by 43% across Consumer, B2B, Financial Services and Automotive accounts.
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Drove a consistent 83% increase in in year-over-year client media coverage through strategic and creative plans.
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Increased clients’ social media following by two million legitimate fans through paid and earned programs.
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Led a team of twenty-five public relations and marketing professionals in Atlanta and Los Angeles with less than 1% attrition among my hires.
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Client thought leadership resulted 300 million media impressions and 500 million social media impressions.
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Drove a 140%+ ROI across Kimberly Clark Professional through content marketing strategy and internal process development including brand positioning, B2B product marketing, content creation, organizational and reporting structures and social media training.
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Paid/owned/earned social, ECRM & web site/social media integration strategy delivered 56% increase in site conversion, 93% email open rate & doubled the social sharing product click-through rate for Verizon Wireless
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Blogging and speaking about social media since 2007 with POV featured in WIRED, AdWeek, PR Week, Media Week, PRDaily, Forbes, BusinessWeek, The Huffington Post and Fast Company.
PRSA, Writers Guild of America, Women in Communications, Atlanta Press Club, IABC and Mensa International
Awards
MarcCom Creative (3), Webby (4), PRSA Silver Anvil (1), IABC Excellence (2), Davey (1), National Press Club (3), Performance Marketing Award for Most Innovative Campaign (1), Best Use of Programmatic U.S. Campaign (1), Most Innovative Mobile Search Campaign, The Drum (1), and Named Atlanta Woman Magazine’s Most Creative Women in Business.
Publications
Jennifer's POV has been featured in WIRED, AdWeek, PR Week, PR Daily, Media Week, Forbes, BusinessWeek, The Huffington Post, Fast Company, Fast Casual Restaurant, QSR Magazine, AdRants.
Work experience
Speaking
Senior Vice President, Marketing & Communications
Acronym
2021 - Present
Lead all marketing programs for the longest-established search and performance marketing agency, including redefining corporate branding, including company and product messaging, brand strategy, media relations, email marketing, programmatic and social media marketing. Responsible for setting and delivering KPIs across unified marketing communications programs.
Consultant
Connected Comms
2019 - 2020
Responsible for business growth, team leadership, client relationships, strategic planning and overall account success. Connected Comms is a virtual PR and marketing agency with a vast network of contractors and partners who assist in leading media relations campaigns, influencer programs, creative content marketing and social media engagement as well as digital and email marketing on behalf of B2C and B2B clients.
Served as Fractional/Interim CMO for ChildPlus Software where I performed an audit of existing marketing and sales activities/processes that includes pipeline planning, advertising, marketing, internal collaboration, social media, content creation, and public relations. Oversaw customer experiences and brand reviews as well as analyzed and updated existing brand messaging. Led team training on new processes, collaboration tools, brand messaging, and success measurement.
Served as Fractional CMO for True Influence where I developed an integrated marketing program with a team of demand generation marketers and content creators, social media marketers, email and events marketing, graphic designers and media relations teams. Responsible for achieving KPIs and supporting sales teams through integrated marketing communications programs.
Defined and executed a virtual Summit, including selection and coordination of the agenda, content, speakers - including booking the celebrity guest, Howie Mandel - and all promotional activities, including influencer engagement, social media content and marketing, display ads and email marketing. The goal was 1,000 registrations and the result was 3,200 registrations, eleven media articles and more than eighty-five influencer posts. The brand's social media following increased by more than 11% as the result of this one event.
Clients: DocNow, Macquarium, MisterArt.com, Operation Playtime, ChildPlus Software, True Influence
Jennifer has presented or served on panels at the following conferences:
Digital South
2008, 2009, 2010, 2012
AiMA Summit
2007, 2008, 2009, 2010, 2011
AMA
2006, 2007, 2009, 2010, 2011, 2019
Social Media Summit
2008, 2009, 2010, 2013, 2015
CES
2009, 2010
Social Media Marketing World
2009, 2010, 2011
Conversion Conference
2009, 2010, 2011
Ad:tech Atlanta
2008, 2009, 2010, 2011
BlogHer
2009, 2010
PRSA Digital Summit
2008, 2009, 2010, 2013
EMEA Marketing Conference
2010
Atlanta Film Festival
2006, 2008
College Music Society
2015
Volunteering
President
Brandware Public Relations
2016 - 2019
Responsible for business growth, team leadership, client relationships, strategic planning and overall account success.
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Increased revenue by 43% across B2B, B2C, technology, automotive and healthcare accounts
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Lead a team of twenty-five public relations/marketing professionals in Atlanta and Los Angeles
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83% increase in year-over-year client media coverage through strategic and creative plans
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Increased clients’ social media following by two million legitimate fans through paid and earned
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Lead “big idea” brainstorming, strategy, budget development and ensures ROI for all accounts
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Lead target message workshops, message development and product/brand positioning
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Lead inbound/outbound marketing strategies and thought leadership programs for clients
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Lead crisis communications planning and execution for all clients, including global enterprise
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Ensures market research is effectively translated into clear marketing communications plans
Clients: Husqvarna Outdoor Products, Mizuno USA, Ashton Woods Homes, RaceTrac, Equifax, Client Command, Centauri Health Solutions, ADP, Isotrak, Ferrari, Penguin Dry Ice, Borg Warner, Yi Technology, Tire Rack, Northfork, Basecamp, Brown and Caldwell
Head of Global Marketing & Chief Insights Officer
Anderson Jones PR
2013 - 2016
Conducted global/regional market research and customer journey mapping and translated findings into public relations and social media marketing strategies for clients across B2B healthcare, financial services and education accounts.
Defined content marketing strategy and internal collaboration process for Kimberly Clarke Professional across North America, Latin America, Singapore, Australia, Germany and the UK, including brand positioning, B2B product marketing, content creation, organizational and reporting structures and social media training, delivering a +140% ROI across the enterprise.
SVP, Consumer Group & VP, Social Media Strategy
Publicis Groupe (MSL Group and Moxie)
2011 - 2013
Led teams, defined strategies and ensured the highest levels of client service, including establishing and surpassing KPIs.
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Responsible for a budget planning & P&L across consumer-packaged goods, retail and consumer electronics clients
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Led a team of twelve PR and social media marketing professionals, including plan/campaign development
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Drove an 8% increase in revenue and operated the group at a utilization rate of 76%
Clients: McDonalds, Verizon Wireless, Angel Soft, Purina Cat Chow, Vanity Fair Napkins, The Home Depot and UPS
SVP Global Digital Communications Group
Porter Novelli
2009 - 2011
Led social/digital integration across the global practice with twelve senior leaders.
Drove business development across all practice groups, selling-in digital and social media strategies. Secured $16 million in new and organic business and propelled agency web traffic by 600% via social media integration. Developed the agency’s social media policies and processes and transformed PN’s research into digital content. Clients included: HP, McDonald’s, Pepsi, P&G, Amgen, Manhattan Associates, Asbury Automotive and Chrysler Financial. Presented or served on panels at CES, SXSW, BlogHer, EMEA AiMA, Digital South, Social Media Summit and more. Authored bylined articles in PRWeek, PRDaily, AdRants, Gawker and AdWeek.
VP, PR and Social Media Strategy
Fletcher Martin
2006 - 2009
Led the public relations department and developed the first social media strategy group within an advertising agency, working with advertising, creative and media buying groups to facilitate paid, owned and earned media campaigns.
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Responsible for a team of six, including training and leadership and stimulated department revenue by 22%
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Launched PR/SM blog, secured bylined articles and began speaking about the impact of social media on public relations and brand communications with features in PRWeek, AdWeek, MediaPost, QSR Magazine and more
Clients: AT&T Mobility, Carvel Ice Cream, Arby’s, Church’s Chicken, UniverSoul Circus, SportsClips
VP, Corporate Communications | PR Director
Macquarium
1999 - 2006
Led in-house corporate communications and brand positioning; launched three start-ups within the Macquarium family.
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Led employee communications programs, including intranet updates, announcements, surveys and messaging
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Launched B2C e-commerce arm of the company: MisterArt.com, including media relations and industry marketing
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Launched B2B e-commerce arm of the company: Artisan Network, including media relations and industry marketing
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Launched the CGI animation arm of the company: Fathom Studios, including media relations and marketing
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Co-wrote, cast and produced animated feature film and negotiated ancillary partnerships in toys and publishing
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Led corporate communications for the agency and thought leadership programs for the CEO, resulting in regular appearances on CNN, Fox Business and features in the AJC, Wired, Fast Company and Creative Loafing
Senior Strategist
Alexander Ogilvy Public Relations Worldwide
1997 - 1999
Developed the first messaging and strategy group within the agency. Defined the research process for the strategy group, which was implemented agency-wide. Defined the messaging and go-to-market strategies and led executive media training for new Internet brands eBay, Art.com, Amazon.com WebMD, and developed the online presence for Discovery Channel and BET. Led new business, increasing total revenues by $3.2M.
Democratic National Committee
2008, 2012
Helped canvas Atlanta and Decatur area neighborhoods and worked the phone banks.
Leadership Dekalb
2001
Led pro bono social media marketing training for local small businesses.
Southern Poverty Law Center
2008
Led pro bono social media marketing training for the organization.
Carrie-Steele-Pitts Home
2004
Led creative writing workshops for the children who resided there.
VOCUS Girls' Empowerment
2003
Led pro bono marketing and public relations services for the organization.
Children's Healthcare of Atlanta
2001
Read to the patients who were in the long-term or terminal wards
Sunrise Senior Living
1998
Read to the senior citizens who resided in the home.
Brookrun
1992
Led creative writing workshops for the residents who lived there.
Education
Oglethorpe University
B.A. Communications, Atlanta, Georgia
Campaign Highlights
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Thought leadership program for HP executives resulted in global brand media coverage; executives on key major market media source lists (i.e. CNN, FOX, TODAY, CBNC), and targeted keynote addresses secured
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BeingGirl.com online community delivered a direct 32% increase in sales for P&G’s feminine products
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PR stunt for Arby’s delivered 3MM media impressions, including coverage by Ellen, BusinessWeek, radio and a top Twitter trend
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Tweet-to-Donate program for the Woodruff Foundation raised $300,000 in six weeks for the social enterprise
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Online strategy for Amgen delivered 42M site visitors in the first 6 months, averaging 20 mins on the site
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Autism Speaks campaign delivered 1.5M media hits and 50M unique visitors in the first 6 weeks
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Pepsi Refresh social campaign delivered 25M email captures in 3 months & 40.5M media impressions
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B2B campaign for HP delivered 60% email open rate, 200% site activity increase & a 23% conversation rate
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Shopping mobile app and ASO integration delivered 36% increase in direct sales for Dixie paper products
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Crisis content response plan placed Bayer CropScience’s research above protest content in search engines