Summary
Versatile creative marketing executive with expertise in strategy, brand identity development, and management of brand experiences; integrated marketing; public relations, executive communications and employee communications. Extensive creative agency experience in B2B and B2C sectors including financial services, healthcare, technology, biotech, consumer, nonprofit, and education with expertise in storytelling for social impact and corporate social responsibility. Trusted adviser to senior executives.
Built cohesive, high performing in-house agency and transformed employer brand; repositioned department from public relations silo to brand-driven in-house agency with multichannel capabilities. Introduced digital tools and data-driven results; introduced systems and standards for consistent communications. Skilled at driving superior integrated campaign strategy, creative, market/audience engagement, and conversions. Optimist, collaborator, mentor.
Experience/proficiency with Google Analytics, WordPress, Wix, Squarespace, HootSuite, Trello, Monday.com, MuckRack, Eventene, FlowCode; SimilarWeb, Constant Contact, MailChimp
Experience
Head of Marketing/Director of Communications
Action for Boston Community Development (ABCD), Boston, MA 2015 - present
Reporting to the CEO, drive strategic and creative development and implementation of brand-centered integrated communications to all stakeholders; lead public relations, employee and executive communications including messaging platform; premier placements consistently drive brand awareness and program support.
· Successfully rebranded organization and built high-performing in-house team to deliver results-focused integrated marketing communications for programs, signature events, and fundraising.
· Introduced digital tools and data-driven results, systems and standards for efficient project, social media, event and PR management; campaign tracking and performance.
· Implemented SEO and Google Analytics improving inbound traffic, improved UX and onsite behaviors year over year; integrated with social and digital channels for lead generation growth and conversions.
· Introduced use of event microsites, driving brand awareness and conversions. Example: social media and email campaign drove engagements resulting in sponsor team capacity for ABCD Hoop Dreams charity sporting event.
· Oversee social media campaigns that surpass KPIs including program participation, volunteer recruitment and donations. Example: surpassed goal with targeted blitz driving a 120% increase in program inquiries over previous period.
· Led integrated marketing campaign that expanded staff recruitment (35 hires in six-month period).
· Introduced digital resources to augment and accelerate workflow and results. Leverage data for continuous performance improvement.
· Reframed storytelling for social impact; emphasis on DEI / racial, health, wealth and climate equity.
· Led rapid response communications during COVID-19 pandemic.
Associate Creative Director
THD, Lexington, MA, 2013-2015
Delivered branding and integrated marketing experience to nonprofit development communications. Created and drove campaigns surpassing fundraising goals for client partners including the Alzheimer's Association, Habitat for Humanity, Multiple Sclerosis Society of Canada, Ms. Foundation for Women, Mercy Corps; mentored creative staff.
Principal
Lee Phenner Communications, Newburyport, MA 2019-present
Develop brand strategy, identity, content development and marketing management.
· Brought clarity to brand strategy while elevating the creative to launch cancer treatment innovator Jaime Leandro Foundation for Therapeutic Cancer Vaccines
· Co-led rebranding of investment consulting firm NEPC, winning CEO endorsement
· Created and managed marketing & events for award-winning gourmet specialty business Salt & Olive resulting in year-over-year growth.
Other Experience Includes:
Vice President, Corporate Identity & Design
Hill Holliday, Boston, MA, 2002-2009
Contributed to branding and communications work that drove market leadership for clients in the consumer, B2B, nonprofit, and education sectors. Brands included Bank of America/Fleet, Partners HealthCare, Covidien, IBM Cognos, Boston University, Rockport, Manulife/John Hancock, Liberty Mutual, Partners In Health.
Director, Brand Strategy/Senior Writer
Fitch, Boston, MA, 1998-2001
Directed and collaborated on positioning and brand identities, brand strategy and architecture, naming and nomenclature systems, messaging and content across all media for national and global clients seeking to launch, reinvigorate, or reposition their brands. Clients included GE/SES Astra, Nortel Networks, Gerber Childrenswear, Timberland, Razer.
Lyricist/Book Writer/Playwright/Voice Talent 2010 - present
Lee Phenner
Work includes the following projects and productions:
A Pint of Understanding (musical), Synaptic Fires (dramatic monologue), Circle of the First (choral work)
Education
Emerson College, Boston, MA
MFA, creative writing, 1998, with distinction
Duprey Awards for screenwriting and poetry
Western New England College, Springfield, MA
BA, English, 1985, cum laude
Max Y. Litman Prize co-winner
Honors, Awards, Memberships
ReBrand 100: Uta Pippig’s Take The Magic Step, brand ID/literature
MITX: Dunkin' Run app
Hatch Award: American Ireland Fund, book/development
Communication Arts: Razer Boomslang, brand ID and packaging
NEDMA: Mercy Corps direct response
Dramatists Guild of America
Oregon Shakespeare Festival’s Black Swan Lab for New Work: A Pint of Understanding
Racial Equity Working Group, ABCD
Martin Luther King, Jr. Committee, Arlington, MA, Board of Directors