Wendy Combs Marketing Consultant

 

 

Strategic marketing and communications professional with over 15 years experience.
Successful at integrated campaign development, including discovery, brand development,
strategic planning, content creation, communications development, distribution and
measurement. Proactive self-starter who thinks both creatively and strategically,
with excellent analytical and problem solving abilities.

 

AREAS OF EXPERTISE

Integrated & Strategic Marketing

  • Communications Development – Oversaw communication material development including websites, banner advertising, SEM, event marketing, CRM, print, and acquisition emails
  • Campaign Planning – Developed strategic online marketing plan based on multiple audience segments that increased lead acquisition by 87% while decreasing cost per lead by 30%
  • Data Analysis – Analyzed institutional and consumer-based data (propriety and third party) to establish strategic target audience insights, priorities and needs
  • Measurement – Created initial measurement plans and refined marketing materials by utilizing database, web, social and email analytics
  • Web Development – Relaunched corporate website to connect emotionally with multiple target segments, Webby Awards Honoree

Brand & Message Development

  • Brand Launch – Launched multiple brands from brand positioning through tactical execution, including calculated mix of general, direct and digital components to take consumers through awareness, conversion and loyalty
  • Market Research – Coordinated qualitative and quantitative research to understand internal & external perceptions in order to create and refine communication materials
  • Brand Consistency – Created message map materials and evaluated all marketing materials in order to ensure brand consistency across all internal and external marketing materials including brand strategy, voice, tone, and style
  • Strategic Messaging – Developed messaging strategy and documentation to ensure that large teams and agency partners carry out messaging that speaks to targeted audience segments

Communications & Account Management

  • National Brand Leadership – Marketing plan development and hands-on execution on large national brands such as Pfizer, Coke, and Merrill Lynch; agency experience including Ogilvy, Grey, and Euro RSCG
  • Process Development – Working with cross-org and client partners, developed implementation process including timing, budget, distribution and measurement
  • Agency Leadership – Developed and led agency-wide account management training program
  • Team and Project Management– Confidently directed high-performing teams and complex campaigns, adhering to tight timelines and maintain composure through dynamic, fast-paced challenges
  • Finance & Resource Management – Managed overall financial success, including budgets, scopes of work and staffing plans to meet dual agency-client objectives

Content Development

  • Objective Identification – Assessed overall marketing objectives, competitive landscape and consumer needs to develop appropriate content objectives that will ultimately drive business
  • Content Strategy – By combining consumer needs with enterprise expertise and capabilities, developed content strategy that will drive the consumer through the purchase funnel, from awareness to engagement and ultimately through conversion
  • Content Calendar – Shifted content strategy into tactical content execution, including integrated distribution plan across social, email and online
  • Process Development – Working with cross-org partners, developed content implementation process including timing, budget, distribution and measurement
  • Measurement – Developed KPIs and tracked content performance in order to identify optimizations and further development, including social engagement, sentiment, click-throughs, and conversion

SKILLS

·   Integrated & Strategic Marketing
·   Integrated Campaign Planning & Management
·   Brand Strategy & Development
·   Message Development
·   Content Strategy, Development & Management
·   Communications Development
·   Digital Marketing
·   Social Media Marketing
·   Email Marketing
·   Web Development
·   SEM
·   Project Management
·   Copywriting & Editing
·   Resource Management
·   Process Improvement
·   Training


INDUSTRY/CHANNEL EXPERIENCE

·   Education
·   Finance
·   Healthcare
·   Non-profit
·   Retail

 
EDUCATION

BS, Advertising
Certificate, Business Foundations
The University of Texas, Austin
2000


VOLUNTEER EXPERIENCE

Taproot Foundation –
Marketing Consultant
New York, NY (2009-2013)

·   Defined brand strategy and messaging for a dance organization

·   Managed a new website initiative for a local community development organization

Minneapolis Institute of Art – Picture Person
Minneapolis, MN (2016)

·   Engage students with artworks from the  MIA collection

 


“Wendy is a joy to work with. Not only does she have a firm grasp on the overall strategy of our current project but a detail
oriented mindset that helps tackle day to day issues without losing sight of the overall business objective.”
S. Gringer, PCH


Career Highlights

165 percent - Owner, Strategic Business & Marketing Consultant

August 2015 - Present

  • Work with professional small business owners to define and grow their businesses strategically and efficiently

The College Board – Director, Strategic Marketing                                                    

October 2012 – March 2013

  • Developed integrated marketing plan to increase event registrations by analyzing conversion drivers and rewriting value propositions based on consumer behavior and insight
  • Managed brand-level content development projects, including annual brochure

The University of Texas at Austin (NYC) – NE Regional Director                        

January 2009 – October 2012

  • Analyzed institutional and student data to create strategic, audience-specific marketing plans and messaging, bringing a solid blend of effective business practices, marketing knowledge and creative energy to the role
  • Achieved a 71% increase in Northeast region admission applications over a three-year period and realized a nearly 250% increase in admitted students

Merrill Lynch – VP, Strategic Marketing & Brand Management                                  

June 2008 – January 2009

  • Developed messaging strategies for internal and external communication initiatives during the volatile 2008 economic period

Euro RSCG (now Havas) – Account Director                                                                                         

January 2008 – June 2008

  • Directed team of five in developing online strategies (websites, CRM, PPC) for two pharmaceutical accounts

i33 Communications (now 360i) – Account Director                                                                      

July 2007 – December 2007

  • Strategic management of digital accounts, including Publisher’s Clearing House, Bodum and Coke

G2 Direct & Digital (former division of Grey) – Account Supervisor                                        

March 2005 – July 2007

  • Managed integrated brand launch for a Pfizer pharmaceutical product from positioning through execution
  • Helped grow agency’s Pfizer business from one brand to four

“Wendy’s ability to keep the group, including us, the client, moving and on strategy, was one of the most successful
aspects of the project. Her attention to detail, strategic thinking, and positive leadership style really kept the team working together,
even when things got a little hung up. A great self-starter, creative thinker, and all around colleague!”
J. Millino, Phipps


A few of the brands I've worked with


“Wendy is a fantastic collaborator, really one of the finest I’ve worked with." J. Leader, Euro RSCG