Suzanne Hamm

Suzanne Hamm


Master level professional with demonstrated accomplishments and deep expertise across a full range of marketing disciplines.  Over 20 years experience in brand stewardship, agency management, community relations, implementing high value strategic partnerships, promotions and activating sponsorships, social and experiential platforms. Highly regarded as a results-oriented leader with strong and diverse interpersonal skills, and the ability to create, evaluate, analyze, and implement defined plans and objectives to achieve organizational goals.Recognized for ability to balance strategy and execution.

Areas of expertise include:

•Strategic Planning 

• C-Suite Presentation & Influencing

•Digital & Social Media Integration

• Talent Development & Mentoring

•Market Analysis & Positioning

• Sponsorship Negotiation, Activation, Measurement & Reporting

• Strategic Philanthropy & Non-Profit Integration

• Celebrity/Athlete Endorsement

•Media Relations Strategy Development

•Corporate Hospitality & Event Tracking

•Creative Resource & Vendor Management

• Budget/Resource Management & Contract Negotiation

As a branding architect, Suzanne is known for her innate ability to identify and implement marketing and activation programs that bring a company's "brand promise to life," and positively position the organization with key target audiences, generating media exposure and Associate engagement while driving revenue growth. Suzanne works daily to impact profitability and brand appreciation by listening to and understanding the mechanics, requirements, as well as the aspirations of all business units and constituents.


2013 Host Committee, New Orleans Super Bowl XLVII

Past Board Member, Children's Champions for Hope (PGA TOUR)

Past Board Member, Associated Catholic Charities

Past Board Member, Blue Streak Club

Past Board Member, Maria Montessori School

Past President & Board Member, Family Services of the Mid-South

Member, Madonna Circle

Member, Harbor Town Garden Club

Publicity Chair, The Blues Ball (10 years)

Publicity Chair, Madonna Circle (3 years)

Work History

Work History
Jul 2013 - Present

Brand Management / Sponsorship Consultant

Retained by diverse group of clients to provide strategic positioning, brand management, program implementation and results measurement across marketing platforms, with concentration in financial services and sports marketing industries.  Leveraged deep industry knowledge and work on both the client and Agency/Property side to provide clients with level of expertise and experience not found in-house.  

  • Developed Sponsorship Audit for regional financial services organization prior to renewal of multi-million dollar budget commitments. Quantitative and qualitative analysis revealed gaps in cost vs. actual value of benefits package and lack of awareness and activation by key stakeholders responsible for leveraging the assets to drive retention and revenue.
  • Successfully re-negotiated historical agreements to provide asset mix that facilitates brand awareness and stakeholder appreciation while providing more experiential business development platforms that leverage the equity and emotion of the property.
  • Strategically guided the creation and implementation of first-ever reporting and measurement process of sponsorship assets across all properties and markets.   Results included metrics from third-party research providers, stakeholder feedback and property valuation into concise debrief reports that help guide asset activation and renewal decisions.
  • Created ongoing dialogue opportunities with client's stakeholders to ensure awareness of sponsorship spend, educated influencers on how assets are used to drive business and collaborated with key executives to develop realistic activation plans, budgetary support and internal reporting process.
  • Analysis influenced 2014 budget allocations:  Removed static, non-performing assets and negotiated ownership of exclusive benefits that more prominently position client while reducing overall spend.
  • Directed and influenced sponsorship strategies in new, acquisition markets to reinforce positive perception of client, reduce risk of lost revenue and drive gains in market share.  
  • Created marketing, sponsorship and sales strategy for new, national athletic conference in four-month timeframe on behalf of international sports marketing organization.
  • Worked with Commissioner and staff to develop messaging for sponsorship sales and creation of new, shoulder programming surrounding Championship events for both Men and Women's athletics.  
  • Engaged local stakeholders, including political, civic, media and corporate influentials to educate and engage this diverse group on economic impact, public relations and strategic value of hosting the inaugural events.
  • Directed local and out-of-town sales teams -- engaging, empowering and energizing their efforts.
Mar 2010 - Jun 2013

Director, Brand Marketing, Sponsorships & Corporate Hospitality

Capital One Bank

The fifth largest bank in the U.S., offering a broad set of financial solutions to commercial, small business and retail customers.

Director, Brand Marketing, Sponsorships & Corporate Hospitality: Initially recruited to oversee brand management, sponsorships and local marketing for one market, Louisiana; assumed responsibility of entire Bank Sponsorship & local marketing portfolio footprint-wide after just 9 months; job scope was again increased with oversight of the Corporate Hospitality function, enterprise-wide in 2012.Budget responsibilities went from $4 million to $22 million and department increased from 2 to 14 team members.

Objective was driving primary banking relationships, account retention, improving innovation through market tests, identifying regional client insights, creating replicable and scalable marketing programs, developing new methods for ROI measurement and reporting, integration of community relations messaging, and communication of best practices-- all to ensure positive brand awareness for Capital One as it expanded into the Banking arena.

Worked directly with regional Bank leadership to identify, acquire, implement and measure marketing programs that introduced and reinforced Capital One Bank’s expertise in banking, distinct from its credit card portfolio. Required high degree of autonomy and excellent influencing skills, in order to quickly develop consensus and move local Bank leadership to execute against long and short-term marketing programs.

Brand Management/Sponsorships & Local Marketing

Restructured legacy sponsorship portfolio across the Bank footprint, divesting of more than 285 underperforming assets in a collaborative process with Bankers to ensure minimal, negative impact to their relationships and corporate image. Identified new, signature properties with emphasis on developing the “Bank” brand of Capital One and driving business growth through strategic partnerships. The “less is more” approach resulted in more diverse portfolio that yielded greater impact in terms of market awareness & appreciation; transformed static signage relationships into value-creating partnerships; increased branch traffic and created high-demand hospitality & other business-building platforms.

Developed framework to evaluate sponsorship opportunities, identifying key metrics and base-line valuations, as well as minimum ROI threshold levels for initial decisioning.

Created and deployed first, formalized system to measure and monitor sponsorship effectiveness to maximize ROI for brand and business.Continually assess effectiveness of sponsorship strategies and assets as business evolves.

Worked collaboratively with other Directors in marketing, communications and community affairs to ensure sponsorship assets are leveraged effectively and in alignment with Bank’s CSR objectives.

Sponsorship portfolio included diverse mix of sports & arts/national and regional properties, including:2013 & 2014 Super Bowls (Host Committee,) 2012 BCS National Championship, Houston Texans, Washington Capitals, New York Islanders, Washington Wizards, New Orleans Hornets, Washington Mystics, Texas Rangers, LSU Athletics, Univ. of MD Athletics, Tulane University, Georgetown Athletics, St. John’s Athletics, Big East Tournament, National Cherry Blossom Festival, French Quarter Festival, Acadiana Center for the Arts, AT&T Performing Arts Center, NJ Performing Arts Center, The National Zoo, Chelsea Piers, Zurich Classic, Shell Houston Open, and HP Byron Nelson.

Implemented improved marketing planning and creative development process encompassing outside agencies and consultants.Restructured team roles and responsibilities to increase effectiveness.

Deployed multi-million annual, local marketing budget across COB footprint to develop smaller, more targeted marketing programs that reinforced COB’s value proposition to its key customers and community partners.More than 314 events were planned and developed across 22 markets each year.Worked in partnership with Community Affairs team to highlight the “Investing for Good” messaging at the grassroots level, and to facilitate positive PR and employee pride in Capital One Bank.


LSU Athletics (Louisiana) – Repositioned & revitalized partnership with Top 5 college athletics program in the U.S.Activation strategy resulted in 113,000 new debit cards; 225,000 banker/prospect interactions; 815k in PR value; highest engagement strategy on COB/LSU Facebook page & provided “once-in-lifetime” experiential opportunities to facilitate retention of largest client and institutional asset base in the Bank’s portfolio.

Professional Golf (Multi-state) -- Architected company’s first, formalized strategy to align with professional golf and its highly desirable target audience.Negotiated “Official Bank” sponsorship status with the Zurich Classic, Shell Houston Open and HP Byron Nelson in key COB markets.Developed inaugural corporate program at the 2013 Masters Tournament, providing highly visible platform for Commercial Bankers to engage their best customers and prospects.Included multiple waves of clients and appearances by five former Masters Champions.Developed hospitality programs at the 2013 U.S. Open, AT&T National, and the Barclays Championship.

The National Cherry Blossom Festival (Washington, DC, Mid-Atlantic Region) – Architected new partnership with international festival to improve COB’s reputation in its headquarters market, increase Associate morale and drive business to 240 branches in the Mid-Atlantic region.Generated more than 3.7M in media impressions; PR value of $1.2M, including mentions in Forbes; highly visible platform for Associate engagement (Parade); VVIP events including private dinner with Japanese Ambassador; branch campaign resulted in 12% lift (YOY) in deposits.

Verizon Center (Washington, DC, Mid-Atlantic Region) – Renegotiated legacy partnership with venue and its three, resident professional teams (Capitals, Wizards, Mystics) transforming mix from static signage to portfolio of assets that yielded greater visibility (interior and exterior) and immersive platforms to highlight the COB brand story to 1.2 million venue patrons.

Texas Rangers (Dallas-Ft. Worth, Statewide) Created highly visible partnership in key growth market for COB.Negotiation of “Official Bank” status with this top tier MLB team enhanced credibility and stature of company as more than a credit card.Identified and developed new asset, the “Capital One Club,” – 14,000 sq. ft. venue used as platform to immerse affluent fans in the COB brand story, moving beyond product and rate messaging.

Josh Groban  (New York, NY) Partnered with Clear Channel Touring to create private concert event to with this marquee performer to introduce Private Banking group to existing commercial clients.More than 120 of Bank’s most affluent clients attended.

Susan G. Komen  (Shreveport, LA)Developed a “test & learn” initiative in partnership with the local Susan G. Komen organization to drive branch traffic and positive PR for COB in market with declining revenue.Success resulted in expansion to 4 additional markets in LA.

Corporate Hospitality / Event Management & Reporting

Supervise and implement the Corporate Hospitality function across the Enterprise at Capital One, including:Managing relationships with 20 venues across the U.S.; Identification & purchase of hospitality assets at national events such as the U.S. Open (golf & tennis) and NASCAR; and development of the hospitality activation strategy for NCAA Men’s Final Four and the Capital One Bowl.

Led cross-functional team in RFP process & transition planning as Company migrates to new event management platform to provide greater transparency and better reporting of all ticketed and experiential assets across the Enterprise.Built consensus and decisioning outcomes with multiple stakeholders, including relationship managers in all LOBs, IT, Risk, Compliance, and Procurement teams.

Develop and recommend Usage Guidelines for all business units to ensure consistency and equitable access to more than 29,000 tickets used by Bank, Card, Auto Finance and Executive committee.Ensure all users are informed of Compliance, Tax and other regulations to help guide activation.

People Leadership

Built a marketing organizational structure that was an active, invited partner with Bank leadership operating in 22 markets, with ability to build structure and efficiency in branding efforts across the footprint.

Developed a team of innovative, results-focused Managers and Associates working in remote locations.

Member of Brand “People Leadership” committee developed to strengthen COB’s ability to retain top talent.

May 2009 - Jan 2010

Special Consultant, Octagon Golf

Strategic Marketing Counsel: Joined this global sports marketing agency specializing in golf sponsorships, to lead consulting for the golf events, sponsors, and athlete representation division, and guide clients in applying ROI data justifying corporate spend on sponsored events. Demonstrating ROI had become increasingly important, as golf sponsorships faced heavy media criticism and corporations were declining to seek new partnerships. Drove strategic planning and brand messaging, as sports properties adopted a view to reposition their product. Developed unique platforms and transformed sponsorships into integrated brand initiatives that raised awareness and generated revenue.

  • Structured an agreement to secure a new $14 million title sponsor for the Bob Hope Classic, after Chrysler, the sponsor for 21 years, experienced financial difficulties. Developed strategy to create a new group of tournament sponsors, identified prospects, and established new positioning for the tournament.
  • Advocated for Octagon to reevaluate their business model and shift from high-execution, low-margin business to client consultancy offering strategic planning and activation counsel.
  • Instrumentally contributed to building a proprietary series of events that provided thought leadership regarding the new paradigm of sponsorships in the recessionary economic landscape.
  • Orchestrated a summit for golf media, PGA Tour representatives, and corporate clients to discuss golf as a marketing investment to evolve Octagon from events/production to strategic counsel.
Oct 2005 - Feb 2009

Chief Marketing Officer

Stanford Financial Group

Chief Marketing Officer: Recruited to launch and brand Stanford in the Memphis/Mid-South region, planning elements such as public relations and community investment that would uphold and improve Stanford’s competitive position post launch. As the company rapidly expanded its U.S. footprint, strategically rebranded the North American region by shifting from traditional advertising to a community investment model as the corporate marketing umbrella. Transitioned from ad hoc advertising executed independently in each market to a consistent brand portfolio, and managed relationships with ad agencies, search engine optimization specialists, market consultants, media buyers, and production vendors nationwide. Built alliances with partners including:  Association of Tennis Professionals (ATP), PGA TOUR, the LPGA Tour, International Polo Club, National Polo Association, IMG, The Golf Channel, CBS Sports, and NBC Sports. Solidified relationships with athlete brand ambassadors including Vijay Singh, Camilo Villegas, David Toms, Morgan Pressel, Jim Courier and Michael Owen, who wore the brand and engaged clients and prospects during appearances.

  • Partnered with PGA TOUR, LPGA TOUR and ATP to to launch a series of major marketing initiatives that melded ROI goals, branding and global community relations programs.
    • Produced an ROI audit indicating the partnership generated more than $400 million in assets in inaugural year.
    • Merited a “Best Practices” nod from the PGA Tour in a case study on sponsor activation, for creative execution, on-site experience, business development, and ROI measurement.
  • Created an affiliate program, Eagles for St. Jude, expanding a one-week event to 12-month platform. Garnered media coverage on a global scale through outlets including USA Today and The New York Times for Eagles, and sharply drove web traffic.
  • Conceptualized and strategically implemented the community investment model, and shifted advertising spend to support 350 nonprofits in the 33 markets.
  • Reversed negative ROI from the $800K sponsorship with the ATP, by focusing on raising visibility as the “official investment advisor to a global Tour.”
  • Partnered with the head of Investment Banking to identify and manage a PR firm, media placement agency, and creative resources to market new teams and expanded skill sets to B2B audience.
  • Orchestrated a full marketing collateral re-design for the Coins and Bullion group, and negotiated their multi-million national print and broadcast media buy.
  • Collaborated with Merchant Banking to define a PR process to promote VC joint investment in Israel and the investment in a major motion picture partnership with Fox Studios.
1994 - 2004

President / CEO

The Image Factory

Served in leadership role for this full-service marketing, PR, and advertising firm working extensively with non-profit organizations. Planned and led development and execution of strategies and solutions for a wide range of marketing, advertising, and public relations challenges. Organized and directed fund-raising events and managed front-line media relations. Developed short- and long-term project plans and led projects from inception to completion within time and budget specifications. Managed and directed marketing team, administrative staff, and subcontractors. Served as agency CFO for three (3) years.

Selected Projects:

  • Spearheaded development and execution of international media relations strategy for 20th anniversary of Memphis in May International Festival; received coverage on 100+ broadcast and print outlets such as PrimeTime Live and The Today Show. Included extensive interaction with Board and volunteers.
  • Managed all marketing and PR-related activities for Mid-South Concerts, the largest music promoter in the region.  This included liaising with artist management, agents and touring personnel regarding advertising and promotional rider requirements for large scale concerts, summer music series and shows at venues in a three-state area.  Worked with local media outlets to develop unique promotions, negotiated media buys, online promotions and other initiatives to drive ticket sales.  Highlights included large-scale communications plan for U2 at Liberty Bowl Memorial Stadium (60,000 seat capacity),  successful negotiation with national alcoholic beverage company to title sponsor  a 20-show summer concert series at outdoor amphitheater and development of a club/college tour for emerging bands.  Gained unique insight and developed lasting relationships with music industry influentials. 
  • Developed and implemented comprehensive marketing plan for the Beale Street Music Festival, a three-day outdoor music event featuring 65 bands (from Bob Dylan to the Staples Singers), five stages, multiple sponsors, and more than 60,000 attendees.  Member of production team that negotiated with the City of Memphis for the site (1.1 mile stretch along the banks of the Mississippi River) and worked to ensure all artist rider requirements were met, civic partners were kept informed and revenue goals were achieved.
  • Worked with national promoters, Concerts West, SFX and LiveNation, and venue management to develop and implement regional marketing campaigns for their touring artists.  
  • Developed presentation to secure USGA Women's Golf Championship at Old Waverly Golf Club. Worked with ownership group, state government officials (transportation, tourism, Governor's office) and USGA representatives to create compelling messages and rationale to award prestigious event to this newly developed venue.
  • Established corporate giving strategies, developed partnerships with nonprofit organizations, and conceptualized media relations and special event strategies for simultaneous launch of three Home Depot stores in Mid-South market.
  • Launched AT&T Wireless Service (SunCom) in the Mid-South region. Managed launch event, identified nonprofit partners and developed long-term community relations/sponsorship opportunities including regional concert series and in-kind donation of phones and service to local nonprofit organizations.
  • Provided expertise to the Memphis and Shelby County Music Commission, developing long-range plans, structuring sponsorship packages, executing campaigns, and managing media relations to generate awareness among musicians, A&R and label contacts as well as artist management.
  • Client roster included: First Tennessee Bank, AT&T Wireless, Piggly Wiggly, The Home Depot, Hollywood Casino, Northwest Airlink, Mid-South Concerts, Memphis in May, International Paper, Memphis and Shelby County Music Commission, Sara Lee Meat Group and Old Waverly Golf Club.
1992 - 1994

Vice President, New Business

Coletta & Company

Public Relations, Public Affairs and Communications firm focused on brand strategy.

Led planning and client strategy for independent public relations firm.Developed innovative, solutions-based programs that increased awareness, deepened customer relationships and improved sales/conversions.Focus on development of social responsibility programs for retail customers in the banking, retail clothing, and retail home improvement sectors.These breakthrough initiatives encouraged senior management to view corporate contributions as line item that could deliver bottom line results when packaged and promoted appropriately.Initiaitves such as “Give. Care. Share," "Operation Drive Out Crime" and "Lesson Line" all facilitated brand affinity, allowed the companies to partner with their customers in tangible, meaningful ways, and resulted in increased brand exposure and customer retention.

  • Played key role as co-developer of “Operation Drive Out Crime,” a public-private partnership initiative bringing together corporate sponsors, the public, and the Memphis Police Department.
  • Worked with City/County Government entities to establish planning task force for focused redevelopment of Downtown Memphis.
  • Created and directed numerous retail social responsibility initiatives for retailers such as Carson Pirie Scott, Parisian, First Tennessee Bank and Piggly Wiggly.
  • Garnered corporate support for the development programs of LeBonheur and St. Jude Children’s Hospital.
  • Instrumental in managing corporate giving efforts for First Tennessee Bank.
1990 - 1992

Vice President, Marketing

Walker & Associates

Lead strategist for Agency’s largest client, in addition to leadership role on new business team.Integrated creative and strategic planning into cohesive communications planning that built brands, delivered results and sustainable value for distinct clients – retail banking, hotel company, civic organizations, including regional Chamber of Commerce, and arts organizations.

  • Served as Account Lead / Strategist for the agency’s largest account, First Tennessee Bank (First Horizon National Corporation.) Oversaw team of 22, including account coordinators, media buyers Public Relations specialists, art directors and copywriters.
  • Supported expansive growth plan that included acquisition of regional and community banks in Tennessee, Mississippi, Arkansas, Northern Virginia and Maryland.
  • Developed all supporting marketing campaigns and materials for transition and rebranding efforts at the branch level 
  • Executed over 500 projects in the account’s first year.
  • Developed strategic plans including media, creative, public relations and community relations.
  • Managed statewide special events to support ongoing marketing initiatives, mergers and fixed income group's marketing platforms.
  • Worked to build line level support and buy-in for all brand building programs.
  • Partnered with agency founder to cultivate new business opportunities – prepared budgets, identified key messages and developed compelling presentations.




University of Memphis


University of Memphis

Cum Laude