1. CAROLINEBERNSTEIN
BrandStrategist
P. 214.924.8776
E.caroline@carolinebthebrand.com
PROFILE
Advertisingandmarketingprofessionalwithmorethan20yearsofexperienceincluding local,national,andinternational,brand
developmentandaccountmanagement. Strategic,results-orientedleadercommitedtorepresentingtheconsumer/businesspointof
view. Abilitytomergeanalytical,strategic,andcreativethinkingtoeffectivelymanageteams,developandcompletehighlycomplex
corporateandconsumerbasedcommunications,allwhilemaintainingoutstandingrelationships.
PROFESSIONALEXPERIENCE
BTHEBRAND-Dallas,Texas
PRINCIPAL,BRANDSTRATEGIST
• Brandandcreativestrategydevelopmentfora varietyofclientsincludingbusinesstobusiness,businesstoconsumer,andnonprofit.
• Manageallaspectsofthecreativestrategy,marketingplananddevelopmentforaBtoBrecruiter.provideconsumerinsightfora
completerebranding.Initiateandcreatemarketingmaterialsandbrandstandardsforinterfaceswithendusersandvendorsforbrand
synergy. write andplansocialmediaandbrandguidelines.
• Collaboratewith filmproductioncompanytocreateacommunicationsstrategyforcurrentandpotentialclients.projectunderway.
• Developagencyprocessplanningforthesmoothtransitionofanentrepreneurialsocialmediaagencyduringhighgrowthperiod--set
standardsforwork, budgetapprovalandproductionprocesses.ongoingproject.
• Clientsincludenotforprofitorganizations.
TemerlinMcClainAdvertising-Dallas,Texas
AccountSupervisorBRAND-ManagementTeamAppointee
• Directbrandstrategy,marketresearch,andimplementationofprintandbroadcastcampaignstargetinginternalandexternal
audiencesforNationsBank/BankofAmerica.Workencompassestelevision, film,printadvertising,researchandmore.
• Transitionintomanagementpositionandagency/clientteamquicklytoprovide“urgent”insightregardinginternalaudiencesfor
mergersandaquisitions.
• Drivequickturnaroundcompetitiveanalysis,andbrandcasestudyoverviewandworkshop/presentation.
• Providerecomendationsoncelebrityendorsementsandmeaningfulattributesforbranddifferentiation.
• Vitalroleinretaining$100millionkeyaccountfollowingNationsBank-BankofAmericamerger.
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THEBRAND

2. Eisner&Associates-Baltimore,Maryland
AccountSupervisor/SeniorAccountExecutive/AccountExecutive
• Performance-basedpromotions.
• Accountabilityforstrategicplanning,P&L,creative,qualitativeandquantitativeresearch,traffic,andproduction.
• Managemajoraccountswithmorethan$10millionannualbilling,includingChildren’sNationalMedicalCenter(Wash-
ingtonDC),WashingtonGas,TaubmanShoppingMalls,Black&Decker,Foam&Fresh,andDeerfieldAdultDayCare.
• Marketingpartnerduringfirsteverre-brandingcampaignofChildren’sNationalMedicalCenter. Managedprojectbudget,
TV,radio,printadvertising;publicrelations,andtargetedlaunchofinternalcommunicationsincluding filmproduction.
• DirectstrategicandmarketingplanforWashingtonGasduringderegulation. Facilitatekeyresearchtoanticipate
consumer/commercialreaction. Evaluatepotentialmarketgrowthanddefensivecustomerbaseprotection.
• Campaign(s)recognizedwithADDYAWARD.
• Realizedmorethan$50millionrevenueand52%participationamongtargetpopulationwhiledirectingTaubmanMalls’
shopperloyaltyprogram. Managetelevision,radio,newspaper,outdooradvertising,pointofpurchase,andcollateral.
• RecognizedwithanEffieAwardforeffectivenessofcampaignforTaubman.
TheCoca-ColaCompany,Atlanta,Georgia
Manager,InternationalPackagingServices
• DirecttheGlobalPackagingteambyexecutingprojectpriorities,designsolutions,creativeandstrategicdirectionto
enhanceandsupportthedevelopmentofCoca-Cola’sglobalbrandbuildinginitiatives.
• Monitorusageoftrademarksandcolorstandards.
TheBostonBeerCompany(SAMUELADAMS),Boston,Massachusetts
CreativeDirector
• Broughtonboardtodirectpackagedevelopment,point-of-sale(POS),collateral,andprintandradioadvertisingduring
SamuelAdamsinitialhighgrowthperiod.
• Control$5millionannualmarketingbudget;managemorethan250POSitemsandallaspectsofpackaging.
• Supervisequalitativemarketresearchandworkwithfocusgroupfacilitatorstocollectconsumerimpressionsand
experientialinsight.
• MemberoftheProductRolloutTeam.directdevelopmentofbrandgraphicsandstructuraldesignconceptswithinternal
andexternalresourcesincludingphotographers,illustrators,printhouses,andagencytalent.
RizzoSimmonsCohnAdvertising,Boston,Massachusetts
ProductionManager
• MajoraccountsincludeNewBalanceandCopleyPlazaHotel.
• Coordinateandmanageprintadvertisingfromconceptthroughproductionincludingbudget.
• Negotiateandcontractwithvendors,photographers,andillustrators.

3. SkillBasedVolunteerExperience
• Vicepresident,parentsassociationprivateschool. leadfundraisingteamandcommunicationinitiatives.
• Co-producer30thanniversaryvideofornon-profitfundraiser.
• Chair,teacherssupportinitiative. achievefundingandsupervise planningandprojectfrominceptionthroughcompletion.
• CommunityservicecommitteememberandliaisontoNTFB(NorthTexasFoodBank); guidedispensationoffundsandvolun-
teerallocation. liaisonbetweenorganizationandothernon-profits.
• Co-manager,spiritstoreforprivateschool. overseebuild-outandtransformationofofficetostore. ordermerchandiseand
supplies;stockdisplays;andcontrolcashandcredittransactions.
• Co-chair,fallfestivalincludingpublicity,decorations,andeventcoordination.
• Projectleaderforcommenrotiveinstallation.initiateandsupervise projectforprivateschool.
• BrandTaskForcemarketingpartnerforlargenon-profit;goalsincludemembershipgrowth,reductionofmembershiperosion,
andheightenedengagementamongcurrentmembers. Marketingrecommendationsincludetraditional,grassroots,and
socialmedia.
Education
• BachelorofScience,BusinessAdministration;ConcentrationinMarketing/Advertising
BostonUniversitySchoolofManagement