Barbara J. Wilson
Consulting | Integrated Marketing | 
Branding | Strategy | Digital Marketing| Social Media | Nonprofit and Business Development | Grant Writing

Senior Consultant, VP of Marketing

2Market2Market Consulting

www.2Market2MarketConsulting.com

2003 - present

 

Lead clients in multiple industries to grow revenue, awareness, market share and profits. Services range from leading strategic planning processes and business/marketing/brand plans, to tactical marketing support, grant writing, and acting as interim Chief Marketing and Sales Officer. Industries include retail, technology, human resources, franchise entities, restaurants, CPG, B2B, B2C, nonprofit, enterprise software, healthcare.  Molson Brewing Company, CVS/pharmacy, Express Employment Professionals, Jersey Mike's Subs, FlyInStyle Mobile App, 4.0Analytics, Live Oak Productions,  Advanced Eyecare and Laser Center, and MediFace Spa utilized my expertise to ignite their businesses. Client plans produce 3-15% above-market growth. Sold business in mid-2018 but continue to provide project support.

 

 

 

Director of Marketing/Southeast

The Nature Conservancy (Arlington, VA)

2013 - 2015

Led development of marketing strategy, research, events and marketing plans for global non-profit organization.  Managed budgets and staff of 4 field marketing/social media professionals and outside agencies to drive brand awareness, engagement and revenue.

• Developed media partnerships via event sponsorships, resulting in 400 percent value-added awareness. 

• Repositioned complex brand into 3 strategic communication pillars, increasing brand understanding by 10 points.

• Increased Facebook social media presence from 9K to 35K followers within 18 months, launched Twitter and grew e-membership from 20K to 30K.

 

 

Director of Marketing and Communications

Conservancy of Southwest Florida

2006 - 2013

Reporting to the CEO, orchestrated strategic overhaul of organization’s marketing initiatives, positioning, plans and processes across cross-functional brands. Developed and evaluated annual plans to drive awareness and revenue – including research, brand management, creative services, events, public/media relations, and agency management.​

• Launched 5-year strategic business planning process that increased awareness by 45% by developing and synthesizing major branding/consumer research projects into actionable strategies and plans.

• Created and executed multi-year marketing plan and support materials for a successful $38 million fundraising campaign.

• Drove 20% increase in corporate sponsorship funds through establishing strategic non-traditional partnerships.

• Generated over $1 million in earned media by positioning organization as environmental “go-to” resource.

• Drove redesign of the organization’s award-winning website, and launched Facebook, Twitter, Pinterest and overall e-communications strategy, increasing online donations/sales over 200% within the first six months of the launch.

• Increased major fundraising/event revenue from $250K to over $1.2MM via media partnerships.

• Marketing plans grew overall annual revenue from $5MM to $8MM.

 

Various Marketing and Business Leadership Positions

Coors Brewing Company (Golden, CO)

1995 - 2003

Progressive responsibility in three marketing/business development leadership positions.

 

The various roles required collaboration and influence to generate record-breaking revenue and profit across a portfolio of adult-beverage brands – working with distributors/wholesalers, sales teams, corporate marketing, brand ambassadors, merchandiser, outside agencies and key on and off premise accounts to develop annual marketing plans and consumer programs, promotions, collateral support materials and point-of-purchase materials. B2B and B2C marketing.

 

Director of Marketing, East Region

Cincinnati, OH, January 2002 – September 2003

Responsible for leading regional field marketing for the eastern half of the U.S., agency management and sales development function (eight field marketing directors as direct reports/24 total field marketing staff and outside agencies) in a $2 billion business and a regional marketing budget of $50 million covering 50 distributors.

 

National Director of Market Development

Golden, CO, December 1998 – January 2002

Led the start-up of new market development function supporting high-potential markets and distributors with staff of four field market development managers and a budget of $20 million plus $10 million in co-op funding from distributors. Managed field/regional branding and events.  Led advertising/public relations agencies and provided consultative advice to the field sales , brand ambassadors and distributor teams regarding local marketing and event strategies to boost the ability to exceed business goals.

 

Director of Field Marketing, Mid-Atlantic Division

Washington, DC, October 1995 – December 1998

Engineered the initial start-up of the field marketing department, recruited and trained staff of 3 field marketing managers, local advertising and public relations agencies, 18 distributors and $18MM budget.

 

Key Accomplishments:

• Developed and executed streamlined annual pre-planning systems and templates, increasing efficiency by 75%.

•  Introduced new packaging configurations to the retail trade, ultimately representing 15% of total volume within one year.

• Drove highest national volume for craft beer introduction targeted to affluent consumers via a series of on premise events and media sponsorships.

• Worked with distributors/wholesalers and consumers in three and four tier distribution systems to drive core market growth three points above total U.S. average and doubling market share.

• Introduced regionalized brand positioning campaigns, collateral, events and retail/bartender/wait staff sales programs and incentives to increase retail trade display share, on premise distribution and volume.

• Created promotional brand/product promotions and events with professional sports teams such as NASCAR, the Washington Redskins, Baltimore Ravens, and anniversary of Pittsburgh Steelers Franco Harris’ ‘Immaculate Reception’ that boosted on-floor retail presence during key beer selling season 12 – 27%.

• Recognized with national “Marketing Director of the Year” award.