JoAnne Anderson

Leading the organization’s overall strategy, growth, and business operations driving greater awareness and engagement into the sport of Rugby across new and existing audiences.

Lead Brand Content Marketing Team with core functional areas of 360 Integrated Marketing of 40+ Holiday Campaigns, Social Media (Paid, Organic & Influencers), Content Strategy, Photo & Video Creative Development & Production supporting ACI’s 11 divisions and national marketing team. Responsible for 3 national agency partners, photo studio and roster of content creators, overseeing the creative direction and production of 5,000 images, 2,200 commercial video assets, including large-scale, multi-million-dollar commercial video and lifestyle photography shoots. Leading efforts to optimize creative production through GenAI creating a reduction in lead times of 35%. Lead ACI’s Social Media team overseeing national paid and organic content across 8 retail banners within 4 social platforms (FB, TikTok, Instagram, and YouTube) driving 1.1B annual impressions, 28% YOY growth in average views, while holding engagement rates to 2.3%.

Led the multi-million-dollar national consumer launch of Albertsons Companies' new brand platform, “Sincerely,” exceeding ROAS targets and creating a halo effect that has increased brand affinity and year-over-year benchmarks since its launch in 2022. Developed and spearheaded the brand refresh of ACI’s new Corporate Brand Guidelines and 11 Retail Banner Style Guides, successfully navigating a complex, matrixed organization to build consensus and rally support around a new brand purpose.

Spearheaded the branding and marketing for the grand opening of Albertsons two flagship stores leading to record breaking sales helping to define a playbook for “best in class” retail grand openings across the organization. Led creative production team and studios to create and produce hundreds of photography, video, and creative assets each week across multiple channels including in-store, site, app, paid digital, organic social, email and print.

Led the formation and management of the newly established Office of Community Engagement hiring the team, building the infrastructure, team processes, and service philosophy to support the needs of the city's thirteen departments. Oversaw all citywide communications and organic social media serving as the first line of communication to residents and press around major news events such as active shootings, homelessness, and major weather emergencies and natural disasters.

Built and led Stanley brand's global marketing team overseeing all consumer and trade facing marketing. During my tenure, the brand went from a nearly forgotten 100+ year old brand to a beloved, well respected category leader, with an active and loyal following, specifically within the outdoor industry. Defined the brand’s Personality, Architecture and Brand Guides setting the direction for how it could attract younger audiences while retaining its core following. Oversaw all aspects of the creation and management of omni-channel consumer and trade marketing campaigns that led to rejuvenating this brand to acquire new fans, broaden awareness and increase sell-in at key mass and outdoor retailers around the globe.

Before PMI reorganized by brands in 2011, I oversaw the marketing for both Aladdin and Stanley brands. Aladdin designs food and beverage containers that help make the most of everyday moments. Led and executed all of the marketing programs and materials for the Aladdin and Stanley brands. Together with the visual communications team myself and the rest of the marketing team functioned like an in-house creative and marketing agency. Launched consumer marketing programs and social media for both Aladdin and Stanley brands. Managed the construction of both brand’s new trade show booths, winning a Best of Booth award for Stanley’s new “Dive Bar” themed booth at Outdoor Retailer in 2010. Oversaw all brand copy for both Aladdin and Stanley brands. Served as the in-house copywriter for the Stanley brand. Served as the primary press contact for both Aladdin and Stanley brands.

Managed advertising campaigns for Seattle based clients including REI, Safeco Insurance, and Seattle Aquarium. Guided projects to deliver creative and media campaigns that achieved client goals on time and on budget.

The global leader for live entertainment, Live Nation’s Pacific Northwest office promoted concerts throughout the Northwest. It owned and operated the Gorge Amphitheatre, White River Amphitheatre, The Sasquatch! Music Festival, and The Amphitheatre at Clark County. Created, planned and implemented marketing, advertising and public relations activities and materials to promote concerts around the Pacific NW region, promoting over 250 concerts a year ranging in venues from clubs to arenas in Seattle, WA, Portland, OR, Spokane, WA and Boise, ID. Served as primary correspondent to artist management, agents, record labels, media and corporate headquarters in getting approval for and executing marketing campaigns.

Managed marketing for regional concert promoter who also owned and operated the Big Easy Concert House (know the Knitting Factory) in Boise, ID and Spokane, WA.

Worked full time

Worked as an intern at the Boston Globe and an advertising agency CGN (now out of business). Also worked as the Alternative Rock Director for the university radio station and helped in announcing basketball games on the radio station.