Barbara Reilly

Fractional CMO working with a variety of brands; President & CEO of The Ad Club of New England

various

Mar 2022 – Present(4 yrs 2 mos)

• Serving as a Fractional CMO for startups to Fortune 500 companies, focusing on marketing maximization that drive results (ie, resource maximization (ie, internal and external audit, rebuilds and upskilling; driving brand value (from brand storytelling, channe, comms spend allocation improvements) • Lead operationalization of brand strategies across organizations, ensuring alignment and readiness for market challenges. • Focus on Incorporating the ideal mix of human connections with technology efficiencies • Have worked with some of the best Investors, Founders, Leaders, Creators, and Teams with 10 different Brand Contract roles, either as an Interim/Fractional CMO to reposition and grow for acquisition; or as a consultant to support CMOs • Serving as President & CEO of The Ad Club in this leadership role to connect, promote and support the marketing industry and all the members of the marketing eco-system

Chief Marketing Officer

Sweet Loren's · United States

Feb 2021 – Mar 2022(1 yr 2 mos)

• Spearheaded the development of Sweet Loren's first brand positioning and paid media campaign, driving significant sales growth. • Collaborated closely with the Director of Sales to enhance Retailer Marketing initiatives and improve distribution ACV metrics. • Focused on expanding the clean food market, aligning marketing strategies with the company’s mission for better-for-you products. This included developing product and packaging, and conducting comprehensive research to expand with new SKUS in the current product line as well as new product in new categories.

Marketing Consultant

Sensory Cloud · Cambridge, Massachusetts, United States

Nov 2020 – Feb 2021(4 mos)

Contract role starting up the marketing group and growing the ecomm business for FEND, a start-up brand pioneering the upper airways health category. Earned the Best Invention of 2020 by Time.

Marketing Consultant

Atlantic Broadband · Quincy, Massachusetts, United States

Sep 2020 – Feb 2021(6 mos)

Hired to conduct a fully integrated agency RFP

Chief Marketing Officer

BFY Brands · Boston, Massachusetts, United States

Oct 2019 – Jun 2020(9 mos)

Brought in as a contract CMO to expand marketing program, build team and help prepare for possible acquisition. PopCorners was successfully acquired and integrated into PepsiCo during this contract.

Fractional CMO/Marketing Consultant

OOFOS Shoes, BCBSMA, Atlantic Broadband, Other

Jan 2019 – Nov 2019(11 mos)

Worked on contract for multiple brands doing agency RFPs, Brand Strategy, Go To Market plans and Operationalizing Brands Internally

Chief Marketing Officer/Chief Operating Officer

Taza Chocolate · Somerville, MA

Mar 2018 – Jan 2019(11 mos)

At Taza Chocolate, I was first hired as a consultant during a period when the company was looking for investment to help accelerate growth. In March 2018 my role became full-time. During that time, I rebuilt the sales, marketing and operations team to drive a high performance and bold culture. I was responsible for creating a new brand positioning and marketing campaign to drive retail sales as well as direct to consumer on tazachocolate.com and Amazon. In addition, I evaluated our owned retail channels (factory tour and stores) to drive great efficiency in each of these spaces. My role reported to the CEO. Every 2 months, I prepared and presented reports to the Board of Directors. As a small company, we had very little money to fight against the bigger chocolate brands, and working for a company this size honed efficiency skills as well as the need to think outside the norms. An example of this is when we needed creative. With my knowledge of the talent out in the marketplace, I created TazaThon, a paid RFP process for freelancers only, to help us get the best talent for the brand repositioning work. This Request for Bold was featured in forbes.com two times, sited as a process timed perfectly in the market. Thirty freelance teams applied, and we selected a top team in the market for our creative work. https://www.forbes.com/sites/willburns/2018/06/19/advertisings-newest-enemy-is-the-legion-of-freelancers-the-agencies-laid-off/#6c057b0d48bb https://www.forbes.com/sites/willburns/2018/07/26/taza-chocolate-awards-a-winner-after-holding-innovative-freelancer-only-pitch/#3eb5f80d32da

Contract CMO/Brand Strategist/Consultant

Multiple companies including Kaplan Inc, BCBSMA and Taza Chocolate · Boston/NY/FL

Apr 2017 – Mar 2018(1 yr)

After 20 great years at Arnold. I left to take a Fractional CMO role, contracting out with many great large brands and small start-ups. During this period, I helped Kaplan University through its acquisition to a new educational institution, Purdue Global University. I conducted 2 agency reviews, worked on a brand repositioning for BCBSMA, developed new acquisition models and contracted for a start-up, which ultimately hired me as CMO. During this time, I wrote a blog post called "Life in the Middle" depicting my transitional period as a glimpse at how agencies and clients are (not) working together to drive the best results. https://medium.com/@bclementreilly/life-in-the-middle-lessons-from-one-year-as-a-marketing-consultant-b066e9a67a5e

Managing Partner/Executive Director

Arnold Worldwide · Greater Boston Area

1997 – Mar 2017(20 yrs 3 mos)

One of 12 members of the Global Executive Team responsible for overall strategic direction of the company. Responsible for aligning business and brand strategy to client's corporate goals. Drive communications and creative to deliver results against objectives. Responsible for account P&L, experience managing business units/offices within organization. Measured by business growth, business development, profit margin targets, client and team satisfaction for multiple accounts at Arnold. Experienced in all forms of communications platforms including digital advertising, social/content systems and web development. Have worked in multiple industries: CPG, Travel & Tourism, Beauty and Fashion, Auto, Film, Financial, Food & Beverage, Government & Retail. Brand experience includes KAO Brands (John Frieda, Curel and Jergens) Ocean Spray, Gillette, JetBlue Airways, Kaplan University, Strayer University, Santander, Huntington Bank, Talbots, Silk Soy Milk, Citizens Bank, Pearle Vision. Government work includes the Award Winning Anti-Smoking campaigns, as well as Celebrate Boston, Sail Boston Mass Office of Travel & Tourism. Responsible for the agency pro bono and charitable giving programs and creation of Women's Insight Group and InsideOut. Worked with Katie Couric on National Colorectal Cancer Research Alliance to promote screenings for Colorectal cancer. During this time, I was named one of BBJ's Women of Influence: https://www.bizjournals.com/boston/promo/boston-mentor/barbarareilly I was also named one of Boston's Most Admired Women by the AdClub.

Account Director

Houston Effler Herstek Favat · Greater Boston Area

1991 – 1997(6 yrs)

Worked at HEHF until we were acquired by Arnold in 1997. Account oversight included Department of Public Health Anti-Smoking account, Mass Department of Travel & Tourism, Champion International, Microcom.

Marketing Manager

Ocean Spray

Jan 1991 – Dec 1991(1 yr)

Worked in New Product Development on Craisins. Worked in Trade Marketing on Mauna L'ai and Red Drinks Business. Worked in Brand Marketing on Mauna L'ai.

Account Supervisor

Ingalls Quinn & Johnson · Greater Boston Area

1989 – 1991(2 yrs)

Worked on Ocean Spray and Gillette.

Media Planner/Buyer/Account Executive

Allied Advertising · Greater Boston Area

1980 – 1984(4 yrs)

Handled media buying for Cadillac, Touchstone Pictures, Paramount and Universal. Moved into account management on Cadillac.