Tufts University

University of Buenos Aires

Greens Farms Academy

Academia Cotopaxi

Marketer / Creative & Brand Strategist

A trusted consultant and a remote leader of project teams, using creative brand storytelling, and ensuring projects are delivered within scope and exceeding expectations. 

Selected accomplishments:

Directly supported in the transformation of a national consumer healthcare company towards customer-centricity. Led a comprehensive audit of customer sentiment, provided a step by step action plan for continuous improvement, developed and delivered a 4-week training workshop to company executives and the customer service team designed to radically improve customer interactions and create a pipeline for consumer insights that would drive product innovation and customer success.

Led the implementation of the social media portion of a nationwide 12-week awareness and fundraising campaign sprint supporting life-saving treatments for children. Collaborated with PR, event marketing agency and client to overcome organizational and logistical obstacles, adapting the project plan to changing circumstances. Exceeded campaign goals, creating online presence from scratch, building credibility, amplifying campaign and establishing a springboard for future phases of the fundraising project. 9.5k+ accounts reached organically on Facebook and Instagram, over 320 Reels, posts and Stories generated.

refine+focus

Brand & Marketing Strategy Consultant, Project Lead

Developed a suite of services to provide micropreneurs and small businesses with "minimum viable" brand and marketing tools and support that increase success rates with low risk and investment, helping them use Design Thinking tools to build strong, ethical, sustainable and profitable brands with confidence and intention. 

Brand design, marketing assets, web design, strategy consulting, copywriting, and more.

Lovegood Studio

Founder, Brand & Marketing Strategist

A customer-centric marketing & brand strategist with special narrative and positioning powers, helping good people build good businesses that create a positive impact on the world. 

Specialized in brand & marketing strategies for social startups and purposeful small businesses wanting to launch, pivot, optimize, or enter new markets.

A few examples of my work:

- Created and consulted on the implementation of a GTM and marketing strategy for IDG, a diversity and inclusion consultancy in the US specialized in transforming company cultures and working with clients such as LinkedIn, YouTube and Amazon, expanding accessibility by offering live online multi-client training. Services: marketing strategy, customer journey design & copy, web copywriting, demo webinar development & script, ongoing consulting.

- Conducted a comprehensive audit of customer lifecycle and messaging, and provided detailed text and visual messaging recommendations and email lifecycle adjustments to increase conversions for 6 different target learner personas for Cybrary, a venture-backed cybersecurity online learning startup looking to increase sales of their Pro subscription.

- Designed a comprehensive email nurture campaign to help Foundation Partners Group, a leading provider of innovative funeral and cemetery experiences, to expand its portfolio of funeral home partners. Analyzed past performance, created nurture sequences highlighting FPG’s best positioning to engage each of the 4 targeted personas, and developed evergreen, seasonal, events & triggered email marketing campaign strategies flows and content

Example Services: 

- Brand & Messaging Audits
- Customer Research & Persona Dev.
- Positioning
- Brand Book Dev. (Brand Strategy, Voice, Messaging)
- Script writing & deck design (sales deck, pitch deck, etc.)
- Brand Identity Design / Brand Refresh 
- Launch Strategy
- Brand Copywriting

Self-employed

Brand & Marketing Strategy Consultant

Responsible for communications with clients, managing multi-agency teams and service-providers, working with corporate and legal teams to align compliance needs and marketing goals, supporting strategy development, designing project action plans, leading project teams, and training and growing junior employees. 

Selected accomplishments:

Led an innovative surprise & delight influencer marketing initiative for a national OTC brand (US), using social listening to identify over 80 influencers in need of our product in real time. Designed personalized branded care packages, engagement protocol, copy, and project plan, complying with strict industry regulations, and remotely managing corporate and logistical complexities while delighting influencers. Boosted brand mentions by over 700%, increased positive sentiment from 70% to 90%, generated over 70 pieces of highly effusive, organic user-generated influencer video and photo content, and created instant passionate brand advocates.   

Over a 12+ year relationship through various parent company transitions, drove and stewarded a national OTC brand’s direct relationship with customers on social media, designing and executing inventive promotions and content strategies that helped position the brand uniquely in the market, going beyond science-backed efficacy to becoming a trusted ally invested in customers’ holistic health and happiness. Managed complex regulatory compliances, coordinated campaign execution with production companies, PR, media-buying agencies, and other service-providers, presented new ideas and delivered growth metrics and insights to leadership at all-hands 

Helped develop and market a podcast program and video series that aims to help women achieve their career goals in order to work towards a world that is more just, equitable and peaceful.

Worked directly with Facebook, Twitter and other social media services to provide timely resolutions to crises and to introduce new opportunities.

Account Manager, Project Lead

Managed the team to ensure that we consistently made deadlines, attained milestones, delivered high quality materials and achieved our specified goals on every project.

Fostered vibrant online communities as online community and social media marketing manager, working for a Fortune 100 company and a national consumer brand. My work has earned clients industry recognition and loyal customer followings.

Supported the introduction of innovative social media campaigns and promotions in a highly regulated and traditional marketing environment, assisting in the development of new guidelines, regulations, decision frameworks, crisis management frameworks that addressed legal, medical and marketing requirements, and advancing “buy-in” from organizational leaders.

Supported in the development and delivery of a training program in Rio de Janeiro aiming to encourage the media company’s sales teams to understand, embrace and use social media in order to maintain and increase market leadership, and generate innovative marketing ideas to help sell their inventory.

Developed and implemented dozens of creative social media campaigns designed to build connections & brand equity, drive traffic and leads. Created and executed complex, multi-channel, integrated promotions, with or without third-party app support, complying with legal and platform-specific requirements while delighting users and delivering results.

Wrote engaging branded marketing copy for blog posts, social media posts, websites, ads, presentations and more. 

Provided reporting and insights from KPIs.
 
Provided graphic design for proposals, collateral material, client presentations, and advertising materials.

Provided Facebook, Twitter and LinkedIn training.

Copywriter/editor on various projects.

Researched trends, news, information and services and provides insight and answers to client questions and emergencies.

Project Manager/Marketing Coordinator

Provided quantitative research that guided interactive campaigns and persuade clients about their effectiveness, prepared briefs and presentations on new market trends in social media, developed innovative strategic client positioning recommendations in the emerging social media landscape, including Facebook and MySpace, represented the agency at industry events, responded to agency’s urgent requests to provide insight and support for client emergencies

Intern

Analyzed data and presented ideas for improving transaction safety, reduce spam and fraud, some of which were implemented on the site, resolved customer issues in English, Spanish and Portuguese, revised the websites and forums in Brazil, Portugal and USA for language accuracy, spam and other issues, performed keyword and SEO research

Carolina Fowler