University of Illinois Urbana-Champaign

Eastern Illinois University

Integrated Marketing Executive, Corporate Strategy  -  Brand & Sports Marketing  -  Strategic Partnerships  -  Education

Responsible for defining, leading, and executing on strategic marketing and communication initiatives to support the Kemper Personal Insurance division’s business goals.  Leading a team of marketing professionals and serving as a key hands-on partner with the sales, product and pricing teams with a matrixed reporting role to the President of Kemper Personal Insurance.

Kemper

Director of Marketing

Oversight of the development and execution of the DePaul Athletics multi-channel brand marketing campaign, strategy for paid/social media, analytics for marketing attribution against revenue generation, in-game operations for all 15 sports, student engagement, sponsorship acquisition, alliance marketing and community outreach programs for DePaul University's Athletics Department.

DePaul University Athletics

Senior Associate Director of Athletics - Brand Strategy & Integrated Marketing

Promoted to Director of Marketing with continued strategic leadership in National/Multicultural Advertising and Corporate/Sports/Multicultural Sponsorships and expanded oversight to include all Powersports Insurance business lines (Motorcycle, Boat, RV, Snowmobile, ATV), as well as directing integrated marketing support for B2B and B2C programs with Allstate Affinity Solutions/Marketing Alliances and Encompass Insurance. 

• Built out strategic sponsorship portfolio and dedicated team to leverage integrated marketing programs for:  U.S. Olympic Team, Allstate Sugar Bowl and BCS partnerships, Pro Football Hall of Fame, NASCAR, Richard Petty Motorsports/Gillette Evernham Motorsports, Mexican National Men’s/Women’s Soccer, Major League Soccer, New Orleans Saints, SEC, Big Ten, Allstate Tom Joyner Family Reunion, International Motorcycle Shows, Daytona Bike Week, Sturgis, Bassmaster Classic, Bass Pro Shops, Polaris.
• Drove the launch of “Mayhem” campaign with national, regional and agency/sales force engagement including: TV, Radio, Print and Digital campaigns and activation of the Allstate Wrigleyville Classic – first college football game in Chicago’s Wrigley Field in over 70 years.
• Steered process to define scopes of work and agency fee assessment for multiple agencies supporting sponsorships and negotiated multi-year/million dollar marketing partnerships with numerous properties including: USOC, NBC, FOX, ESPN, NFL, NBA, PGA Tour, NASCAR, Indianapolis Motor Speedway, Soccer United Marketing, CBS Sports Properties, IMG College, Learfield 
• Appointed as cross-functional marketing lead interfacing with C-Suite for Corporate Relations/The Allstate Foundation initiatives: Allstate Foundation Purple Purse, We Schools/We Day, #They Say Project, CNN Chicagoland, Dream School, Science Storms at the Museum of Science and Industry, Allstate/USOC Legacy Program, U.S. Olympic Hall of Fame, Reputation Leadership/ Ambassador Program.

Allstate

Led strategic development and execution of National and Multicultural Advertising, and directed all aspects of new Allstate corporate sponsorship, U.S. Olympic Team and 2002 Salt Lake Winter Games. Assumed increased accountability for managing all facets of Sports and Multicultural Sponsorship Marketing; designed overall strategic plan to leverage property and media partnerships, developed integrated marketing creative for sports sponsorship portfolio, managed all activation program deliverables with measurable results, and oversaw internal and external partners’ contributions.

•  Key player on team that delivered most successful ad campaign in Allstate history – “Our Stand” which launched in 2003 while accountable for all National and Multicultural Advertising.
•  Pioneered the first-ever corporate sports sponsorship for Allstate. 
•  Designed and championed first-of-its-kind advertising concept “Allstate Good Hands Field Goal Nets” growing from 35 to more than 80 universities, 20 bowl games and two conference championships. 
•  Developed and executed inaugural Allstate Hometown Marketing Campaign.

Senior Marketing Manager

Started as a Client Service Associate and steadily increased scope of responsibilities to Supervisor heading up Jenn-Air business. Guided clients in brand and business strategy while leading research, creative and media process across all marketing disciplines. Other clients included: Procter & Gamble, Miller Brewing Company, McDonald’s, Reebok and Maytag Appliances.
 
•  Led the revitalization strategy for Jenn-Air to recapture the affluent consumer by overhauling its brand identity, sub-brand portfolio and distribution plan. Also developed and launched 2001 advertising which boosted Jenn-Air cooking appliance sales by 50% in one-month period.
•  Engineered the first competitive reconnaissance initiative for Luvs Diapers to take the market’s mid-tier price leader head on. Brought brand, R&D, finance and management teams together to re-position product, packaging and advertising resulting in a 2-pt. incremental lift in market share.
•  Helped Reebok reconnect to its consumer by creating an emotion-filled testimonial campaign leveraging professional athletes.
•  Assisted in turning around a tough client situation on Max Factor that helped retain North American business and led to the assignment of running the Global Account Director’s desk in London.
•  Led Leo Burnett’s inaugural “Give Back Day”, an unprecedented national charity event. Delivered concept and activation plan for 1,000 volunteers. First year’s success led to an on-going annual event.
•  Developed a network of movie studio relationships affording the P&G client over a dozen business building opportunities. Designed marketing and advertising plans while negotiating deal points for the sponsorship of the Golden Globe Awards, Paramount’s “Titanic”, 20th Century Fox’s “A Midsummer Night’s Dream”, Miramax’s “Shakespeare in Love”.

Leo Burnett

Supervisor, Account Management

•  Directly accountable for the development of student-athletes and staff, competitive strategy, scholarship allocations, budget, global recruitment, promotions, alumni and community outreach, and public speaking. 
•  Developed multi-year vision and strategic corridors to secure and define role of program sponsorships, global recruitment and other marketing assets as components of the marketing mix.  Elevated program to Top 50 in Division 1 and tripled attendance using fan-focused promotions.
•  During this time period, also assisted the U.S. Women’s National Volleyball Team through the 1996 Summer Olympic Games.

Karen Uhler