Resume

Tina Louise Chadwick | Curious • Passionate • Driven •Fearless

678.613.9588 • Atlanta, GA • tinachadwick@mac.com • LinkedIn

Innovative Strategic Leader with keen ability to quickly assess complex business challenges and lead teams to execute on effective, creative solutions.

  • Creative and Marketing Leadership: Broad and in-depth marketing expertise, including uncovering challenges/opportunities, thoughtful data-induced strategy, and forging execution paths forward. Also versed in total customer experience lead by human design principles. Big believer in ongoing lifecycle and relationship marketing pathways leveraging all touch points. Strategic leadership that led to the largest Verizon account budget YoY, from $18M to $26M over 4 years.

  • Digital Marketing Prowess: Achieved unprecedented mobile conversion rates and percentage of total digital sales through fostering design and launch of Verizon’s MobileFirst App, surpassing all benchmarks, including >6% conversion rate vs. 1.4% projected.

  • Drove the highest Verizon digital traffic day through "Connection Day" holiday program (more than eight million visits representing ~20% increase in new customers).

  • Instrumental in helping Verizon achieve goal of more than double online channel sales in one year.

  • Account Partnership: History of keeping and reengaging clients based on growth and overall performance. Sought after by previous clients for additional engagement after changing jobs.

  • Team Leadership: Fosters positive energy and collaboration across levels, functions, and teams. Builds high-performing teams and can infuse external partners to add capability and bandwidth. Led Verizon multiagency/client cross functional holiday team of ~75, beating previous year performance records four years in a row — and we had fun.

Leadership Strengths

  • Strategic Planning

  • Business Development

  • Brand Stewardship

  • Strategic Partnerships

  • Process Development and Improvement

  • Market/Consumer Insights from Research

  • C–level Relationship Growth

  • New Idea Generation and Roadmaps

  • Transformation stewardship

  • Large-Scale Program Leadership

  • Cross-Functional Team Leadership

  • Innovation Implementation/Fostering

Career Ideating and Executing Business-Aligned Strategies

MILLER ZELL

5/21-present

SVP: STRATEGY/DIGITAL/CREATIVE

Hired to bring three disparate teams together and derive more value from each through greater monetization and evolving our client offering. Reduced staff in creative to decrease overhead and align skills with current/future needs. Re-orged strategy to a contractor model. Grew digital team from 1 to 4 to better handle workstream and bring in SMEs, doubled external partnerships to increase skills overnight (without increasing over head) and created entire digital lab to showcase work to clients and prospects resulting in going from 2 to 8 clients engaging digital services. Once each team was optimally operating, aggregated all three into a single “Experience Team" to bolster value of overall shared services and operationalize collaboration.

Brands: Walmart, CVS, Walgreens, Petco, Citizens, Regions, Church’s, Micro Center, NAPA, Sunbelt, Micro Center

AMERICAN CANCER SOCIETY

2018-2020

MANAGING DIRECTOR: BRAND CREATIVE

Responsible for the brand strategic direction and creative output to support entire body of mission and event campaigns including comprehensive large bodies of work with multiple deliverables. Supported nation-wide field work from all 6 regions, Work includes all channels from content, broadcast, print, collateral, social, digital and promotional items. Led strategic partnership relationship ideations to increase ROI. Also focused on improving year after year programs in terms of measured creative performance and impact to the overall brand and sub-brands.

MOXIE USA (Publicis Agency) | Verizon

2010 – 2018

SENIOR VICE PRESIDENT: ACCOUNT DIRECTOR, Verizon (2015 – 2018)

Managed Verizon Digital Operations and drove consistency across all Verizon groups in the portfolio. Provided leadership to onsite and remote team of 80. Group comprised of account management, analytics, behavioral science, creative, customer experience, development, program management, and technical solutions consultants. Drove key performance metrics, including app adoption and increased site use through new technology focused on improving customer experience across all digital touch points. Leveraged analytics, data mining, behavior science and sector trends.

  • Realized the largest growth in overall account budget, from $18M to $26M YOY.

  • Achieved ~12% reduction in call-in rates leading to significant savings ($1.2M).

  • Key member of Mobile First team developing, fine-tuning and launching user-friendly mobile app leading to significant migration of existing customers to the mobile channel.

  • Acquired 24% lift in sales for Verizon with introduction of international video partner providing customers with live onsite support.

  • Revamped 5 siloed client teams by aligning mindset and initiatives of directors with discreet budgets and objectives. Developed and implemented new technology criteria to keep teams focused on value and ROI.

SENIOR VICE PRESIDENT: DIRECTOR STRATEGIC INTEGRATION, Verizon

(2013 – 2015)

Presented new role to plan and integrate consumer-facing initiatives and unify customer experience across all digital channels for Verizon segments; including Internet Sales, Retail, Tele sales, Chat Social, CRM, Media and Marketing. Cross segment initiatives included marketing campaigns, price changes and Tier 1 product launches.

  • Key member of migration team for the entire digital desktop and mobile ecommerce to Oracle over two years, including sales, service and support with minimal disruption to sales – realized 12% lift in overall site conversion rate.

  • Focused on optimization, assessing purchasing decisions, identifying improvement opportunities, and achieving the highest conversion rate.

  • Migrated users from most expensive channels to lower cost options through a “next best action” construct. (From store to online and phone to chat)

VICE PRESIDENT: GROUP CREATIVE DIRECTOR,

Verizon, Children’s Healthcare, Autotrader (2010 – 2013)

Hired during a period of fierce competition for the largest company account, Verizon, to revamp the digital experience for their customers and leverage data to improve service and increase sales. Led creative team (10 in US and eight in Costa Rica) supporting all Verizon segments, CRM, Internet Sales, Mobile, and Retail.

  • Created digital campaigns focused on the entire customer experience that addressed the marketing needs of diverse channels while maintaining brand integrity and stretching the boundaries of the digital space.

  • Grew digital sales from 3.4% to 10% per year and on trend to 30% goal over three years.

  • Elevated brand visibility and realized value of sponsorship engagements by imbedding digital creative during in-store and onsite events with premier brands, including Disney, NFL, and NBA.

  • Partnered with OEMs, including Samsung and Apple, on development of in-store digital signage content and partnership ideas as well as product launches.

  • Conceptualized and developed digital holiday touchy book that was the second most activated content during the highest traffic holiday season.

  • Recognized as Employee of Year in the first year with Moxie.

CHADWICK CONSULTING

(Brand activation, growth and transformation consulting)

2007 – 2010

LEAD STRATEGIST/OWNER

Comprehensive brand strategies to elevate the performance and market reach of national and local clients.

  • Kool Smiles Children's Dentistry (national chain for underserved markets): Designed and executed annual marketing plan, including creative campaigns.

  • Shoney's (fast casual dining): Engaged directly by new owner to overhaul and relaunch the entire brand.

  • Georgia-Pacific (pulp and paper manufacturer): Developed B2B brand campaigns which were novel in that space.

  • Oshkosh (children’s apparel): Created entire back to school marketing campaign using 529 college fund promotion as driver.

MATCH (Boutique agency)

2005-2007

CREATIVE DIRECTOR, Shoney’s, Nature’s Own, Ted’s, Dynamite Plant Food

Hired to grow the small agency that was competing against established agencies, and oversaw the entire creative process.

  • Implemented creative development process, elevating creative output from local to national quality.

  • Restructured department and expanded capability beyond creatives to include writers and designers.

  • Won creative performance and creativity awards and new higher-level clients, adding $6M in sales growth.

22SQUARED (Full-service advertising agency)

2002-2005

VICE PRESIDENT: ASSOCIATE CREATIVE DIRECTOR, Russell Athletic, SunTrust Bank, Florida’s Natural

Directed and provided guidance to creative teams working on a broad range of projects. Client relationship manager ensuring high-quality delivery to high-value clients. Key engagements:

  • Russell Athletic: Relaunched brand, enhancing brand relevancy and improving market positioning.

  • SunTrust: Created digital strategy for bank struggling to maintain position as the third largest in country. Defined value proposition and creative content that drove migration of customers to digital space.

Education and Professional Qualifications

CHIEF MEMBER, Atlanta, GA (2023)

HARVARD BUSINESS SCHOOL, Boston, MA | Full Certificate Program to Alumni Status

(Selected from 153 graduates from 47 Countries to Give Commencement Speech)

Strategic Marketing Management/Exec. Certificate Program

  • Strategic Marketing Management (2017)

  • Program For Leadership Development (2018)

  • Strategic IQ: Creating Smarter Companies (2018)

  • Digital Disruption (2019)

FLORIDA STATE UNIVERSITY, Tallahassee, FL | BA, Communications, Minor in Literature

PORTFOLIO CENTER , Atlanta, GA | Two-Year Program Focused on Copy/Content

Certifications & Interests

  • Publicis Biz Dev Training (ATL)

  • Sherpa Leadership Training (NYC)

  • IDEO Design Thinking Program (2022 Certification)

PROFESSIONAL AFFILIATIONS:

  • Animal Rescue/Transport Volunteer (various non-profits)

  • Bee Well Wishes gift company, LLC

  • Playful Pulp Publishing, LCC

  • Decatur City Church Volunteer

SPEAKING ENGAGEMENTS, SHOWS AND OTHER SHENANIGANS: (SAMPLE LIST)

  • NPR live interview with Alex Chadwick & appearance on CNN for article “Office Spouse;”

  • Panel leader and speaker on “Content Marketing” for VIDEO Insiders Summit/Media Post

  • Performer and Speaker, Publicis “Laugh Your Ads Off” Comedy night

  • Atlanta Ad Council seminar “How Data and Creative Work Together;”

  • Women Mentorship Panel (Salary negotiations)

  • Moxie Panel/Atlanta Ad Club

  • Moderated Restaurant Spaces Panel for QSR industry

  • Host of video series “Miller Zell Speaker Series” with industry experts live stream and in-person (quoted by NPR for Metaverse episode)

  • Two books on Amazon (Stagecoach snippet business lessons) and (Oliver children’s book)