Caroline Bernstein is a brand strategist with over 20 years of experience in advertising and marketing. She has worked with both consumer and business clients on brand development, account management, creative strategy, and marketing plans. Her experience includes managing teams and developing complex communications campaigns for large corporations and non-profit organizations.

1. CAROLINEBERNSTEIN
BrandStrategist
P. 214.924.8776
E.caroline@carolinebthebrand.com
PROFILE
Advertisingandmarketingprofessionalwithmorethan20yearsofexperienceincluding local,national,andinternational,brand
developmentandaccountmanagement. Strategic,results-orientedleadercommitedtorepresentingtheconsumer/businesspointof
view. Abilitytomergeanalytical,strategic,andcreativethinkingtoeffectivelymanageteams,developandcompletehighlycomplex
corporateandconsumerbasedcommunications,allwhilemaintainingoutstandingrelationships.
PROFESSIONALEXPERIENCE
BTHEBRAND-Dallas,Texas
PRINCIPAL,BRANDSTRATEGIST
• Brandandcreativestrategydevelopmentfora varietyofclientsincludingbusinesstobusiness,businesstoconsumer,andnonprofit.
• Manageallaspectsofthecreativestrategy,marketingplananddevelopmentforaBtoBrecruiter.provideconsumerinsightfora
completerebranding.Initiateandcreatemarketingmaterialsandbrandstandardsforinterfaceswithendusersandvendorsforbrand
synergy. write andplansocialmediaandbrandguidelines.
• Collaboratewith filmproductioncompanytocreateacommunicationsstrategyforcurrentandpotentialclients.projectunderway.
• Developagencyprocessplanningforthesmoothtransitionofanentrepreneurialsocialmediaagencyduringhighgrowthperiod--set
standardsforwork, budgetapprovalandproductionprocesses.ongoingproject.
• Clientsincludenotforprofitorganizations.
TemerlinMcClainAdvertising-Dallas,Texas
AccountSupervisorBRAND-ManagementTeamAppointee
• Directbrandstrategy,marketresearch,andimplementationofprintandbroadcastcampaignstargetinginternalandexternal
audiencesforNationsBank/BankofAmerica.Workencompassestelevision, film,printadvertising,researchandmore.
• Transitionintomanagementpositionandagency/clientteamquicklytoprovide“urgent”insightregardinginternalaudiencesfor
mergersandaquisitions.
• Drivequickturnaroundcompetitiveanalysis,andbrandcasestudyoverviewandworkshop/presentation.
• Providerecomendationsoncelebrityendorsementsandmeaningfulattributesforbranddifferentiation.
• Vitalroleinretaining$100millionkeyaccountfollowingNationsBank-BankofAmericamerger.
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THEBRAND

2. Eisner&Associates-Baltimore,Maryland
AccountSupervisor/SeniorAccountExecutive/AccountExecutive
• Performance-basedpromotions.
• Accountabilityforstrategicplanning,P&L,creative,qualitativeandquantitativeresearch,traffic,andproduction.
• Managemajoraccountswithmorethan$10millionannualbilling,includingChildren’sNationalMedicalCenter(Wash-
ingtonDC),WashingtonGas,TaubmanShoppingMalls,Black&Decker,Foam&Fresh,andDeerfieldAdultDayCare.
• Marketingpartnerduringfirsteverre-brandingcampaignofChildren’sNationalMedicalCenter. Managedprojectbudget,
TV,radio,printadvertising;publicrelations,andtargetedlaunchofinternalcommunicationsincluding filmproduction.
• DirectstrategicandmarketingplanforWashingtonGasduringderegulation. Facilitatekeyresearchtoanticipate
consumer/commercialreaction. Evaluatepotentialmarketgrowthanddefensivecustomerbaseprotection.
• Campaign(s)recognizedwithADDYAWARD.
• Realizedmorethan$50millionrevenueand52%participationamongtargetpopulationwhiledirectingTaubmanMalls’
shopperloyaltyprogram. Managetelevision,radio,newspaper,outdooradvertising,pointofpurchase,andcollateral.
• RecognizedwithanEffieAwardforeffectivenessofcampaignforTaubman.
TheCoca-ColaCompany,Atlanta,Georgia
Manager,InternationalPackagingServices
• DirecttheGlobalPackagingteambyexecutingprojectpriorities,designsolutions,creativeandstrategicdirectionto
enhanceandsupportthedevelopmentofCoca-Cola’sglobalbrandbuildinginitiatives.
• Monitorusageoftrademarksandcolorstandards.
TheBostonBeerCompany(SAMUELADAMS),Boston,Massachusetts
CreativeDirector
• Broughtonboardtodirectpackagedevelopment,point-of-sale(POS),collateral,andprintandradioadvertisingduring
SamuelAdamsinitialhighgrowthperiod.
• Control$5millionannualmarketingbudget;managemorethan250POSitemsandallaspectsofpackaging.
• Supervisequalitativemarketresearchandworkwithfocusgroupfacilitatorstocollectconsumerimpressionsand
experientialinsight.
• MemberoftheProductRolloutTeam.directdevelopmentofbrandgraphicsandstructuraldesignconceptswithinternal
andexternalresourcesincludingphotographers,illustrators,printhouses,andagencytalent.
RizzoSimmonsCohnAdvertising,Boston,Massachusetts
ProductionManager
• MajoraccountsincludeNewBalanceandCopleyPlazaHotel.
• Coordinateandmanageprintadvertisingfromconceptthroughproductionincludingbudget.
• Negotiateandcontractwithvendors,photographers,andillustrators.

3. SkillBasedVolunteerExperience
• Vicepresident,parentsassociationprivateschool. leadfundraisingteamandcommunicationinitiatives.
• Co-producer30thanniversaryvideofornon-profitfundraiser.
• Chair,teacherssupportinitiative. achievefundingandsupervise planningandprojectfrominceptionthroughcompletion.
• CommunityservicecommitteememberandliaisontoNTFB(NorthTexasFoodBank); guidedispensationoffundsandvolun-
teerallocation. liaisonbetweenorganizationandothernon-profits.
• Co-manager,spiritstoreforprivateschool. overseebuild-outandtransformationofofficetostore. ordermerchandiseand
supplies;stockdisplays;andcontrolcashandcredittransactions.
• Co-chair,fallfestivalincludingpublicity,decorations,andeventcoordination.
• Projectleaderforcommenrotiveinstallation.initiateandsupervise projectforprivateschool.
• BrandTaskForcemarketingpartnerforlargenon-profit;goalsincludemembershipgrowth,reductionofmembershiperosion,
andheightenedengagementamongcurrentmembers. Marketingrecommendationsincludetraditional,grassroots,and
socialmedia.
Education
• BachelorofScience,BusinessAdministration;ConcentrationinMarketing/Advertising
BostonUniversitySchoolofManagement