Vaughan & Company

415.495.4985
San Francisco, CA

Jeannine Vaughan

Brand and Employee Communications

Executive Summary

Marketing communications executive with over 15 years developing brands in technology and consumer markets. Founder and Creative Director of award-winning, San Francisco boutique marketing communications agency. Successful record developing strategies and implementing programs to speed adoption of brand initiatives and encourage employee engagement.

Education
  • UCLA, Bachelor of Fine Arts, Design
  • UC Berkeley, Certificate Program in Interior Architecture and Design
Areas of Expertise
  • Employee Communications & Messaging – visioning, change messaging, executive and employee communications, intranet design, corporate storytelling.
  • Brand Development – marketing planning, creative strategy, and cultural brand audits.
  • Multi-channel Integrated Marketing Programs – campaign development, marketing communications, copywriting, direct marketing acquisition and retention.
  • Digital Marketing – design, architecture, and deployment of user-friendly customer and employee-facing web properties. Content creation for SEO and social web technologies.

Recent Client Engagements
Gap Inc., Executive & Employee Communications, San Francisco, CA, May 2013 – Present

Develop executive and employee messaging to implement a new global brand structure across Gap Inc.’s five brands for both online and store channels. Write and edit organizational announcements for the Gap’s Production and Technical Design leadership. Write CIO executive communications.

Autodesk Brand Communications Consultant, San Francisco, CA, 2006 – 2013

Managed a variety of internal communications projects including change management messaging, executive & employee communications, and brand advocacy programs. Interface design, copywriting, and web development of intranet sites on the SharePoint publishing platform.

Symantec Marketing Training & Development Consultant, Mountain View, CA, 2011 – 2012

Designed marketing training programs to help build a common language for a global marketing community in an active M&A environment. Developed onboarding curriculum for new managers.

AAA Direct Marketing Consultant, San Francisco, CA, 2004 - 2006

Developed integrated marketing strategies and communications for Triple A’s membership acquisition and retention programs. Established online marketing models for customer retention.

Technology—Autodesk, Symantec, Sun Microsystems, Lucent, Amdahl
  • Developed an Autodesk Workplace Strategy communications plan and intranet portal to attract and retain the next generation of talent through redesigned work environments.
  • Designed marketing learning and development programs for Symantec to help build a cohesive marketing community in a global organization of 20,000 employees.
  • Created Marketing Boot Camp for Sun Microsystems, a branded learning event designed to develop a common language and use marketing as a competitive edge for Sun’s 2000 marketing employees.
  • Used systems thinking to conduct a needs assessment for Sun Microsystem’s global sales team, identifying disconnect between Sun’s vision and its sales team. Recommended new training curriculum to help the sales force achieve trusted advisor status in major accounts.
Consumer Packaged Goods, Retail & Hospitality— Gap, Inc., Restoration Hardware, Beverages, & more! Gump’s, KitchenAid, FoodSaver, Macy’s, Cost Plus, American Hawaii Cruises
  • Developed Restoration Hardware’s premiere mail-order catalog, resulting in a positive first-effort ROI. Helped grow chain from four to 45 stores within two years with trading area direct marketing.
  • Designed the ClubBev customer loyalty program for wine and spirits retailer, Beverages & More! POS transaction-based mailings grew club membership to 60,000 customers within first six months.
  • Successfully launched KitchenAid’s first licensed product, cookware, with trade and consumer communications designed to attract affluent home chefs.
  • Developed a corporate gift-giving program for Gump’s, developing merchandise assortments and creative concepts to appeal to the affluent.
Financial Services—AAA and World Savings (Wells Fargo)
  • Developed AAA’s integrated direct marketing strategies and communications for membership acquisition and retention programs. Established online marketing models for customer retention.
  • Launched World Savings’ “Toaster” program of merchandise incentives to attract new customers in a declining rate environment, managing a cross-functional team of marketing and branch staff.
Additional Roles
  • Corporate Marketing Director, Breuner’s Home Furnishings (California, Nevada & Arizona)
  • Direct Marketing Manager, Architectural Digest Magazine, Los Angeles, CA
Certifications, Awards & Affiliations
  • National Association of Business Women (NAWBO) Entrepreneur of the Year Finalist
  • Certified Simfony® Systems Mapping Consultant
  • Community Relations Chair, Advisory Board Member, San Francisco Salvation Army

 

 

 

 

The Short Story

  • ~ communications
    ~ messaging
    ~ storytelling
    ~ brand development
    ~ integrated marketing campaigns

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