Judy Levin
Chief Marketing Officer - DRIVE MEDICAL
Woodbury, NY
Global Marketing Executive and University of Chicago MBA with a record of achievement on both the client and agency side for leading lifestyle, CPG, and medical equipment brands at Seagram, Diageo, General Foods, Dannon, Timex, and Drive Medical. Success as change agent at Drive Medical. Founded and built CRM agency, purchased by WPP within four years. Recognized and rapidly promoted for superior performance.
Work Experience
Chief Marketing Officer
2010 to Present
Lead Marketing Department evolution from marketing services and production team to strategic leader in company.
• Elevating Quality and Effectiveness of Marketing Team and Activities
➢ Broadening department scope as strategic leader in company. Reorganized team; added analytics and digital skills to drive more effective marketing. Lead Corporate Communications function.
➢ Overhauled all digital marketing practices. Increased email delivery (from 60% to 96%), email interaction (from 8% to 25%). Upgraded website, achieving increased website visits (+25%) and online orders (+20%). Adding pull marketing into tool kit (social media content build, search optimizing website through structural and content upgrades).
➢ Elevated standards of marketing output through disciplined development process including briefs, clearer and more impactful messaging, upgraded graphic treatment.
• Creating Drive Medical Brand
➢ Within first 6 months, developed new company positioning, tagline and brand identity system.
• Driving Revenue Growth and Efficiency Across Departments
➢ Devised and implemented new approach to launching new products company-wide to ensure departments work toward common goals, opportunities are prioritized, and marketing investment aligns with potential. Initiated multi-channel campaigns for key introductions. Increased revenue performance, on average, by 23% on key introductions.
➢ Identified and spearheading company-wide initiative to centralize product assets within master data management tool. Will improve consistency and accuracy of information, eliminate redundant activities within company. Anticipate 25-50% increase in efficiency.
➢ Initiating build of customer marketing database which will enable lead generation programs, segmented marketing activities, driving incremental revenue and more efficient spend.
SVP, Client Service Director
2006 to 2009
Led development and implementation of CRM programs, through integrated channel programs for Diageo including: Johnnie Walker, Crown Royal, Baileys and Guinness. Orchestrate efforts of Account, Strategy, Creative, Interactive and Analytics professionals, leading 100% of account billings ($15M). Provided leadership in strategy, creative, program implementation and analytics. Acted as senior interface with clients upper management.
Lead new relationship with Timex to improve marketing effectiveness and new product development process.
• Grew Key Account Revenue
➢ Success in US with Johnnie Walker program drove client to request program development on a global scale. Pilot for five countries completed and launched Fall 2009.
➢ Drove Diageo businesses from US only account to tenth largest global account.
➢ Pitched and won the social media programming for Johnnie Walker.
• Elevated Timexs Marketing Effectiveness
➢ Devised consumer led new product process resulting in 2 viable products for development and testing.
➢ Identified opportunities to upgrade all marketing practices through data, consumer experience, measurement and insight enhancements.
Founding Partner and Client Service Lead
2002 to 2006
Built SMG to an organization of 20 professionals and 7 strategic partners to bring "best-in-class" solutions to clients. Increased revenue more than 400% in a four-year period resulting in acquisition by Wunderman Worldwide in 2006.
• Driving Significant Business Results
➢ Created Striding Man Society loyalty program for Johnnie Walker; integrating e-mail, website, social media, search and direct mail. Generated 25% of brands annual growth and +40% ROI.
• Growing Agency Revenue
➢ Grew CRM investment at Diageo by 125%. Nearly tripled agency revenue on Johnnie Walker program. Generated significant increase in franchise value on Crown Royal, VO and Captain Morgan.
Vice President
2000 to 2002
Directed all marketing communications initiatives through a team of seven professionals. Provided, global leadership in direct and Internet based marketing initiatives, agency relations, compensation, advertising
development, production and media planning. Set marketing communications strategy for all brands in company portfolio. Led development of all interactive creative across brands and agencies.
• Harnessed Internet Marketing Power
➢ Generated 600% growth in e-mail database, expanding opt-in consumer records from 100,000 to 600,000 by formulating and implementing an aggressive plan for appending current database file.
➢ Led organization into e-mail marketing; developed the e-mail strategy and guided the vendor selection process to achieve communication savings of more than $5M.
➢ Increased efficiency of global marketing Intranet by 30% through redesign and expansion.
1986 to 2002
Vice President, Global Marketing Planning
1996 to 2000
Led Global Marketing strategic planning, reporting directly to the Chief Marketing Officer. Structured the Global Marketing Team with a staff of more than 70 professionals and an annual budget of $75M, created strategic and financial plan, established infrastructure and operating principles.
• Created Global Marketing Synergies
➢ Led international rollout plans for five brands by setting global investment prioritization.
• Defined the Marketing Mission
➢ Created and implemented consumer segment priorities for portfolio of 11 brands setting sales agenda.
Vice President, Brand Marketing
1994 to 1996
Led all marketing efforts for a broad portfolio of brands with P&Ls driving $1B in sales. Managed marketing spend of $100M while guiding 21 managers and 10 administrative support. Brands included: Captain Morgan, Chivas Regal, Crown Royal, Glenlivet, Godiva Liqueur, Myerss Rum, Seagrams 7, Seagrams Gin, Seagrams VO
• Changed Seagram Marketing Landscape
➢ Championed first industry TV / Radio advertising based on personally developed business case.
➢ Introduced new Captain Morgan brand icon and award winning creative for Crown Royal.
• Boosted Marketing Efficiency and Market Share
➢ Accelerated Captain Morgan Rums annual growth more than 20% by repositioning the brand, defining a new portfolio strategy and prioritizing investment across the line.
Group Marketing Director
1992 to 1994
Directed all marketing activities (strategy, planning, positioning, advertising, promotion, packaging, pricing, PR) supporting the sale of 9 leading brands with P&Ls delivering < $365M in annual sales and $62M in marketing support while guiding the efforts of 12 professionals in Brand Management, Marketing Services and Purchasing
Education
MBA in Marketing and Finance
1981
BA in Economics
1979
Additional Information
AREAS OF EXPERTISE
• Team Building and Leadership • CPG, Luxury and Medical Brands • Digital Marketing
• Brand Equity Management • Marketing Communications • CRM
• New Product Development • Creative Management • Partner Integration
• B-to-C and B-to-B Marketing • Consumer Insight Development • Strategic Planning
CHANNEL EXPERTISE
Online search, e-mail, direct mail, radio, print, TV and outdoor advertising; website development, and social media.
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