Pamela Sidran

Serve as a strategic partner for brands, tackling challenges from positioning and content strategy to execution; focus is helping businesses of all sizes grow, evolve, and boost consumer engagement. Hive Brands: Lead brand marketing and content strategy, focused on driving new and repeat purchase through CRM enhancements, brand positioning, partnerships and campaigns. Root Nine Baking Co: Transitioned the brand from wholesale-only to D2C eCommerce in five weeks, implementing site functionality upgrades, email marketing, and digital channel strategy. Direct Wines: Led the launch of OmahaSteaksWine.com (subscription & shop site) in just four months, driving eCommerce growth through personalized SMS/email campaigns, UX strategy, and digital activation initiatives. Nuts.com: Scaled the gifting business by leading B2B & B2C consumer research, refining marketing strategy, and optimizing portfolio (+40% new products introduced)

Supporting small businesses, non profits and more with brand/creative stewardship + digital marketing strategy and implementation to drive measurable growth.

Led social media efforts for Pearson within the global brand marketing team. This meant owning channel and content strategies (paid, organic and owned media), creating synergy and opening up lines of communication with business units and local markets, and establishing benchmarks within a complex international organization. • Redefined brand presence across digital and social channels, leading to an ncrease in ad recall and favorability via a marquee campaign that leveraged paid, organic, and influencer strategies. • Built and managed Pearson’s first TikTok presence, launching Gen-Z influencer partnerships that expanded audience engagement in a key growth demographic. • Standardized content strategy, editorial planning, and reporting, increasing efficiency and consistency for social media across the global, matrixed org.

Led efforts to define this 90 year old brand and dimensionalize its target customer, expand marketing channels, launch new products, up-level creative briefs, grow returning user revenue, establish reliable, repeatable team workflows, improve data fluency + campaign measurement, and mentor direct reports. More details: • Developed and embedded new brand positioning, vision and mission into OKRs and company-wide marketing strategy, guiding cross-functional teams to align messaging, goals and values. • Led a team of 5 marketers, improving employee engagement and fostering a culture of innovation and data-driven execution. • Optimized lifecycle marketing strategies (email, triggered marketing, segmentation), delivering +14% channel revenue growth (Q1'19) and +12.7% (Q2'19). • Streamlined the new product introduction (NPI) process, accelerating go-to-market timelines and improving marketing/creative collaboration in partnership with merchant leads.

Co-created VM's eComm team, consulting on eCommerce strategy, marketing, media, and site development for marketers across CPG, fashion, spirits and beyond. We launched Shopify and Amazon storefronts, ran media & email to drive traffic and repeat visits, and developed forecasts to help brands understand what to expect from their investment. • Built and led a high-performing team, hiring and managing four strategists to drive eCommerce growth, digital transformation, and brand expansion across four key industries. • Co-founded the agency’s eCommerce division, growing revenue through Amazon optimizations (+26% MOM sales for Dr. Teals), DTC storefronts, and performance marketing strategies. • Led direct-to-consumer (DTC) strategy for global brands, including Budweiser Red Lights, overseeing CRM growth (+500%) and YOY revenue growth (+9%). • Drove marketing operations for new product launches, including Will.i.am’s “Buttons” earbuds, which went from concept to live DTC launch in just 8 weeks.

My role as the Director of Core Product was to ensure that social and digital best practices + strategies were understood across VaynerMedia's then 500+ person team. We aimed to contextualize new platform and tech evolutions for brands to test, learn, then scale to create resonant, innovative work within these newer channels, with the goal of driving measurable business results. Generating and applying consumer, competitive, category and brand insights from the unstructured social data was also a focus. More details: • Led team that served as the Marketing Center of Excellence for the agency; Vayner's revenue grew 63% and expanded internationally during this period. • Opened new business opportunities for the agency that evolved into full-fledged offerings or departments, e.g.: eCommerce, influencer marketing, video, messaging apps. • Led cross-functional task forces of 70 specialists to enhance platform-specific marketing intelligence, driving innovation across CPG, Auto, Publishing, and Beer & Spirits industries.

• Generated brand visibility, engagement and earned media by launching first-mover partnerships with social platforms, including Nilla Wafers’ early adoption of Pinterest Pins on packaging and GE’s live Google+ Hangouts. • Increased sales by 5.05% for brands like Ortega by developing and implementing a proprietary insights framework that leveraged purchase data to strengthen creative and drive marketing performance.

• Concepted Facebook activations to create intuitive & meaningful consumer experiences • Partnered with Macy’s internal social media strategy team to guide & test initiatives in the space • Developed Macy’s social media voice to promote engagement within Facebook & Twitter communities & to grow their respective fan bases • Helped define program user flows & troubleshoot functionality flaws • Supported sitewide marketing efforts with promotional copy for homepages, e-mails & rich media units

• Managed national iTV & VOD ad campaigns including client, inter-agency & vendor relations • Oversaw an internal team of designers throughout planning, execution & analysis phases • Participated in strategy briefings & collaborated with PR, digital, social, WOM and shopper agencies to develop cross-channel integrations & 360o campaign concepts • Identified optimal media strategies & platforms to maximize efficiency, drive scale & deliver results based upon initial client objectives

• Partnered with an art director intern to support the creative department with conceptual and execution based assignments for Hasbro & Topps