Director Branding in Washington DC Resume Maggie Bergin by MaggieBergin


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									                                        MAGGIE BERGIN
                                        Vienna, VA 22181
                          c) 703-798-1280 email:
Senior Marketing professional and brand champion with strong track record in driving results in multi-
channel environments. Expertise in developing integrated marketing plans to drive brand
performance. Achieved continuous results including increasing revenue, containing costs and
improving performance metrics. Strong team leader with collaborative approach. Thrives in a fast-
paced, idea-focused environment. Comfortable working within decentralized organizations.

   Drove marketing plans achieving sales increases of 15- 20%+.
   Led brands to integrate digital, social and email marketing to drive engagement, preference
     and sales.
   Managed P&Ls and budgets ranging from $8MM- $250MM, achieving revenue growth.
   Developed teams of varying sizes from 7 to 38 team members.
   Managed multiple business development opportunities.

2010 – 2012 NATIONAL 4-H COUNCIL, Chevy Chase, MD Director, Brand Development
    Repositioned 4-H brand through development of national multi-channel integrated
      communications campaign to re-position brand. Channels included social media, online ads,
      online promotions, online contests, video, tv, print, and collateral/promotional materials.
    Led high touch field engagement program resulting in increased campaign adoption of 58% of
      US, within 12 months.
    Developed multiple campaign tools, driving campaign awareness from 20% to 77%, among
      key target group, in 18 months, without paid media.
    Partnered with internal stakeholders and state organizations to support and customize
      communications programs.
    Managed creative agencies and consultants to ensure compliance with brand standards,
      consistency and delivery of messaging and ensure optimal quality output.

2006 – 2009 ARNOLD WORLDWIDE, Washington, DC. Sr. V.P. Group Account Director

Choice Hotels International:
   CHI revenue increased 18.8% from 2006-2009.
   Increased agency revenue and responsibilities bringing in digital marketing responsibilities,
     including online ads, social media, online promotions and contests, resulting in increasing
     loyalty program membership by over 60,000.
   Built agency team, increasing size by 100%.

Colonial Williamsburg:
    Increased annual visitation by 5%.
    Revitalized brand with new strategic approach

    Company revenue held 2006-2008 despite economy, while gross profits increased +12%.
    Improved brand image, perception and engagement among key business segments.
     Launched new product leading name generation, market plan and targeting

2002-2006    GRAFICA INC., Chester, NJ. Director Strategic Planning:

Horizon Blue Cross Blue Shield.
   Developed strategy to re-launch website.
   Managed launch of first Personal Healthcare Plan online.

Century 21 Real Estate:
   Built strategy that provided foundation for website re-launch.
   Led team to win website re-design assignment

1999- 2002 McCANN ERICKSON, New York Sr. V.P, Group Account Director

Lowe’s Home Improvement Warehouse:
   Sales increased 9-14% annually.
   Increased agency revenue by 50%.
   Downsized agency team by 35% to drive efficiency.
   Built communications architecture to position brand for accelerated growth.

    Led brand re-positioning for Vaseline Intensive Care against highly competitive market.
    Led product innovation for I Can’t Believe It’s Not Butter!

1994 – 1999 CLIFF FREEMAN & PARTNERS New York Account Director
Little Caesars Enterprises:
     Restructured agency compensation plan.
     Managed $60M national and local advertising effort.

Allied Domecq:
     Sales increased 7%.
     Managed development of domestic and international campaign for 3 Sauza Tequila brands.

1983 – 1994 DDB NEEDHAM WORLDWIDE, New York and Washington, D.C. Account Supervisor

Joseph E. Seagram & Sons:
    Managed global and domestic communications program for 6 luxury and standard brands.
    Established worldwide agency network, supporting global client structure.

   Directed new strategy and communications campaign development for Metroliner Service and
     long distance travel.

EDUCATION           B. A. International Affairs, George Washington University

MEMBERSHIPS         Ad Club, Washington, DC
                    Kappa Kappa Gamma, Fraternity for Women; Advisor

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