The experience needed to get shit done.
I’ve spent the past 20 years in brand marketing, with a focus in digital media. My experience spans marketing research, product, project, and brand management, and global media and portfolio stewardship.
During my tenure in executive leadership I’ve driven consistent growth across talent, brands, customers, and revenue streams, while optimizing P&Ls and building board-level support.
From brands, to tech startups, to trade associations, to leading agencies - I’ve seen it all. I help others accelerate their success and grow their companies.
Notable Work
Below are some of the challenges I’ve handled for companies.
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Head of Global Marketing IntelligenceDuring my time at EA I expanded and refined their global advertising and marketing programs. My teams operated across four continents managing the total global advertising budget and consumer marketing programs. I built new teams and capabilities, overhauled marketing technology and operations, and restructured our agency and partner relationships to be more effective and efficient.
Results:
Created internal centers of excellence to unify marketing strategy, measurement, and execution
Reduced media operating costs by 15% globally
Streamlined marketing process, getting offers in front of customers up to 80% faster
Launched most successful mobile game campaign in company history
Increased global customer base in key markets and grew customer LTVs
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CEO, m/SIX
I worked with GroupM agency m/SIX to rebuild the client base, P&L, and reposition the agency in the mind of the client.
Results:
Righted the P&L from year-over-year loss to profitability in 6 months
Overhauled agency leadership team, bringing in top industry talent and new capabilities
Reorganized product offerings and partnerships to improve profitability
Won key new accounts such as Hermès, Klarna, and The Wall Street Journal
Repositioned brand leading to increased new business, decreased recruiting costs
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Special Advisor to the Board
I worked with this global advertising holding company at the board level to help them rethink the future of work and workplace culture, putting belonging and inclusion at the core of the model.
Results:
Executed internal employee research and delivered current state assessment including risks and opportunities, across three countries
Built global five year plan, at the board level, creating local to global targets for culture change, including measurement and reporting programs
Delivered Coaching and ongoing education at the board level
Created employee training, safe spaces, feedback sessions, and internal comms on culture
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Lead Consultant, Cross Media MeasurementHelped create an industry-wide consortium of the world's top brands to address the challenge of media measurement across platforms (e.g. Google, Facebook, Amazon, Twitter, etc.)
Results:
Worked globally to facilitate the creating of the industry's first cross-partner measurement product
Brought together competing brands, technologies, and trade associations towards a common goal
Garnered the support and influence of the world's top brands: (Fortune 50 Companies)
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Director, MarketingAcross my 7+ years at AT&T my role was to lead digital innovation and the creation of new product opportunities - bringing new customers to the brand.
Results:
Launched and managed the company's first digital cross-platform solution for SMBs
Spent time managing engineers, call centers, product managers, sales operations, and brands to create end-to-end efficiencies and opportunities
Consistently outperformed business-case and revenue targets for new businesses launched
Created two new 8-figure revenue business units and integrated into larger brand
Sean Merriweather, Executive Director, Advisory Services, Freewheel
“Belinda sets a high bar for performance and effectiveness. She has a natural ability to lead successful engagements that operate on trust and transparency.”
The world has changed and so can you.
New York, New York
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