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Strengths Summary

ABOUT ME"My passion is building strong brands through market research to understand the customer. I develop brand strategies that help meet business goals. Executing those strategies and monitoring results enable me to accelerate performance and advance reputation.”

AREAS OF EXPERTISE

Brand Building  •  Creative Strategy  •  Advertising  • Market Research  •  Team Leadership

Rebranding  •  Marketing Strategy  •  Online Advertising  •  Integrated Marketing Budget Management  •  Social Media Marketing  •  Direct Response Advertising

Professional Objective

Results-driven marketing strategist with more than 15 years experience seeking a senior marketing role in a progressive company offering challenge and reward.

Awards

International Brand Master 2009 Runner Up • Educational Marketing Group

Addy Award Silver • Advertising Association of Baltimore 2009 Addy Awards • Television: Regional/National category for "Reading"

Addy Award Gold • Advertising Association of Baltimore 2006 Addy Awards • Television: Regional/National category for "Anthem"

Certificates of Excellence • Dynamic Graphics Inc. • April 1998, September 1998 and December 1998

References

Dio Favatas

Catherine "Punky" Scruggs is one of the brightest and most insightful creatives and branding experts I have ever met and worked with in my ten years of agency/marketing experience. She has been instrumental in assisting the Interactive Group at Strayer in defining concepts, themes, creative, copy, and art direction for numerous projects including lead generation campaigns, new media campaigns, and most notably Strayer's social media campaign which has been a smashing success. Punky is a fun and witty individual, great co-worker, and someone I would recommend at any given moment.

Moira DiJulio

Punky is a talented brand specialist with an excellent understanding of how to get the most from her vendors. She provides thorough, well-articulated direction and has a comprehensive understanding of the creative development process that makes it easy to give her great work. She juggles a wide variety of responsibilities that bring her into contact with people at all levels at Strayer University who clearly respect and enjoy working with her. As do I!

Bruce Tait

I had the pleasure of working with Punky as we helped Strayer University develop its brand and targeting strategies. She is a strong leader who provides that unique combination of analytical smarts and creative acumen all in one package. She was invaluable in helping us manage the day-to-day logistics of getting the project done and also a valued sounding board as we worked through some of the more challenging aspects of the strategic recommendation. She's just what we hope for in a client -- smart, responsive, insightful and direct.

Portfolio - Advertising

Portfolio - Collateral

Portfolio - Interior Design

Skills

MANAGEMENT / LEADERSHIP
Consistently seek increasing levels of responsibility. Responsible for efficient and effective management of $4.2 million annual budget. Identified and developed innovative, long-term solutions to systemic issues arising from organizational growth. Implemented strategic solutions through management of cross functional teams. Developed formal RFPs, reviewed proposals and selected firms. Demonstrated ability to improve processes and increase efficiency. Challenged creative team to identify opportunities for improvement in processes and creative solutions. Led creative services team in the production of advertising, marketing collateral and internal communications to support all business units (98 campuses and 12 corporate departments). Recruited, supervised and counseled growing staff. Provided actionable feedback. Fostered team environment. As part of interdisciplinary team, re-engineered annual review process.
BRANDING / MARKETING
Directed research and creative implementation to rebrand 100-year-old company as it grew from a regional to a national brand. Maintained the integrity of corporate brand through intense growth period from 9 to 98 locations. Conducted periodic research and leveraged customer and market insights to develop creative strategies that drove volume and profitability. Produced advertising campaign resulting in 17% increase in perception rating in home market within six months. Increased enrollment of desired student population by 12%, while decreasing undesired enrollments by 10%. Produced award winning television spots, one of which was aired for ten years. Supervised the development of effective brand awareness and direct response advertising with measurable results for $50 million annual media spend. Created the company’s distinct B2C and B2B brand creative and messaging. Evaluated marketing results and adjusted strategy as necessary. Implemented longitudinal, brand tracking study to monitor awareness and perception across 46 media markets. Established standards and implemented processes to insure consistent brand messaging across all media. Presented and defended work for C-level approval on a regular basis. Communicated strategies and results to senior management. Presented brand strategy to more than 300 members of senior leadership at annual meeting. Evaluated, engaged, and managed advertising agencies, creative firms and internal staff to develop TV, Radio, Print, Online and Direct Mail advertising and marketing collateral materials targeting adult learners, military and B2B audiences. Integrated brand strategy with recruiting, onboarding and ongoing training through human resources department. Produced 27 videos in six months for new web site. Retooled video content to produce two television spots. Designed campus interior environment package used across all locations and new corporate office interior. Monitored market competition and conditions.

Work experience

19972012

Drector of Brand Strategy and Creative Services

Strayer University

• Director of Brand Strategy and Creative Services, 2011 – 2012• Manager of Brand Strategy and Creative Services, 2008 – 2011• Production Manager, 2004 – 2008• Creative Manager, 2000 – 2004• Graphic Artist, 1997 – 2000

19932000

Principal

Lucid Design

freelance graphic design

Education

19831988

BS

University of Delaware

Portfolio

Certifications

Member, AIGA

American Institute of Graphic Arts

Targeted Selection • Behavioral Interviewing

DDI