Karyn Rockwell is a brand strategy and business innovation leader specializing in marketing and communications. She has over 20 years experience providing support and advice to global and regional brands. Categories include: social/new media, food, beverage and consumer packaged goods, military, hospitality, the cruise industry, healthcare, insurance and technology. Karyn is a firm believer that team is
Karyn Rockwell is a brand strategy and business innovation leader specializing in marketing and communications. She has over 20 years experience providing support and advice to global and regional brands. Categories include: social/new media, food, beverage and consumer packaged goods, military, hospitality, the cruise industry, healthcare, insurance and technology. Karyn is a firm believer that team is everything and that collaboration, shared values and a clear end goal are critical to success. She is deeply committed to mentoring, as well as training and development.
EVP Global Account Director, Mondeléz @ From March 2015 to Present (10 months) Greater New York City AreaChief Collaborator @ Co: collective is a strategy and innovation company. We invent and reinvent businesses, brands and products using a methodology we call StoryDoing. Karyn leads the collaboration department where she manages a group of account management professionals and is a member of the leadership team. Karyn also manages and leads the YouTube account, among other new and established brands. From September 2013 to March 2015 (1 year 7 months) Global Business Director @ Royal Caribbean International: Led global cruise line business and developed global brand platform effort for NA and 17 International markets. Implemented a process by which each market can customize their communications to best suit their specific market needs and dynamics while still being bound by core tenets for consistency and resonance at a global level.
Kimberly Clark: Led Baby & Child Care Business including Huggies, Pull-Ups and Goodnites and repositioned each brand to be more relevant and contemporary in the marketplace. Successfully launched fully integrated communications efforts emphasizing collaboration among multiple agencies to engage consumers by shifting their behavior and driving purchase at retail. Developed results-driven work winning both traditional and non-traditional awards and accolades including a Silver Effie for Huggies Jeans Diaper, a 2010 Gold Effie for The Pull-Ups Potty Dance and shortlisted for a 2010 Jay-Chiat Planning award for the Pull-Ups Potty Project.
X-Factor, 2010: Nominated for and completed a female executive leadership program designed and conceived by Charlotte Beers. CEO submission criteria – “nominate the best, brightest, highest potential female executives who are considered next generation leaders.” From July 2007 to July 2013 (6 years 1 month) SVP Account Director @ The Coca-Cola Company: Led the development and implementation of TCCC’s first global company brand communications effort by which TCCC shared its story with consumers and opinion leaders about what they make and sell (broad beverage portfolio), what they do (community and environment) and who they are beyond “Red Can Coke.”
The “New” World of Coca-Cola (WOCC): Responsible for winning the launch assignment for the brand experience destination that opened in May ’07. Developed an integrated marketing and communications effort that positioned WOCC as a physical manifestation of the vision, mission and values of both The Coca-Cola Brand and The Company.
The United States Army: Key leader on core team and responsible for the “influencer” and multi-cultural targets on day-to-day business. Led development of FY06 strategic communications framework for Regular Army and Army Reserve. Collaborated with multi-cultural agencies to develop an optimized strategic and creative process honing in on universal insights while celebrating distinct motivators across ethnic segments. From 2005 to 2007 (2 years) President @ Responsible for overall management and profitability of full-service, 18-person agency specializing in health care and financial accounts with $15MM in billings.
Oversaw all operating departments - creative, production, account service, financial and new business. Internally, provided active leadership of account service department.
Externally, moved quickly to establish relationships and build confidence with key clients as the agency’s Director of Client Services.
Developed ’05 business plan and 5-year outlook emphasizing recalibration of functions and departments to increase profitability.
Examined current financial structure, including compensation agreements, payables/receivables process and cash flow management to determine gaps and opportunities to tighten and strengthen process.
Led Agency re-branding effort to identify point-of-difference and positioning to ensure relevancy in the marketplace. From 2004 to 2005 (1 year) Management Supervisor @ Unilever - Knorr & Lipton Sides: Led Knorr U.S. business, Unilever’s top food division priority, with a goal to build $500MM+ master brand within five years. Developed global brand platform to drive positioning, communication, product innovation and distribution channel initiatives. Created migration plan to grow category market share by integrating the Lipton Savory and Knorr brands.
Georgia Pacific - Quilted Northern & Angel Soft Bath Tissue: Oversaw bath tissue portfolio ranging from premium to value brands. Identified key drivers of category purchase decisions resulting in new product superiority campaign for Quilted Northern. Spearheaded creation of Angel Soft icon and multi-media campaign.
Hasbro U.S. Toys: Responsible for acquiring Hasbro U.S. Toys business including Playskool, Creative Play and Boys & Girls Toys. Defined Hasbro’s Playskool target via emotional, social and behavioral segmentation contributing to +49% sales in 2002. Managed the development and execution of 100+ television spots per year.
Amtrak: Launched the revolutionary high-speed train, Acela. Developed campaign to put train travel into business travelers’ consideration set resulting in +25% sales first month of operation.
Sheraton Hotels & Resorts: Launched the repositioning to increase frequent business and leisure traveler stays. Key player in strategy and execution of national and local property plans. Developed global tool kit populated with key launch materials (collateral, print, banners, television) for worldwide use. From 1999 to 2003 (4 years) Account Supervisor @ Lucent Technologies: Managed Global Service Provider business. Conducted global brand audit to evaluate brand’s equity and identify strategies to evolve communications DTC and B2B. Led integrated communications initiative for SUPERCOMM ’99 and coordinated panel discussion for high-tech leaders, including Carly Fiorina, to debate topics at the forefront of technology-hosted by Charlie Rose. From 1999 to 1999 (less than a year) Account Supervisor @ Throughout four-year engagement, promoted from Account Executive on Morton International, Carrier Corporation and State Farm Insurance to Account Supervisor on Westin Hotels & Resorts. Also responsible for acquisition and launch of the W Hotels brand. From 1995 to 1999 (4 years) Account Supervisor @ Hired by the four founders to manage all consumer marketing programs for EHS Healthcare, Grand Victoria Casino, Wells Lamont Gloves and The Salvation Army. Also created and instituted agency operations from production protocol to billing systems. From 1993 to 1995 (2 years) Account Executive @ Worked from the ground up, ultimately joining the Motorola Cellular Phones launch team and managed Hiram Walker Brands including Kahlúa, Beefeater and Canadian Club. From 1990 to 1993 (3 years)
Bachelor's degree, English, Cum Laude @ Albion College Karyn Rockwell is skilled in: Creative Direction, Creative Strategy, Integrated Marketing, Digital Strategy, Advertising, Customer Insight, Interactive Marketing, Digital Marketing, Brand Management, Strategic Communications, Interactive Advertising, Product Development, Brand Architecture, New Business Development, Strategy
Looking for a different
Get an email address for anyone on LinkedIn with the ContactOut Chrome extension