Trish Gibbs

Trish Gibbs

NCAA Corporate Sponsorship

Interest

Non-Profit Consulting & Volunteerism

  • Lead Brand Strategist, Full Circle Grief Center
  • Lead Brand Strategist, Capital One Diversity Council
  • Member, Richmond Women’s Network
  • Volunteer, Investing for Good Program

I'm a mom, a wife, a professional, a volunteer, a wanna-be fitness expert, a wine lover, a reader, a volleyball and sports fanatic. I'm passionate about maximizing the potential in others and giving back to our community. 

I feed my passions through my bookmamas book club, trying to survive Ultimate Fitness workouts at ACAC, involvement in diversity, leadership and women's networks, volunteering time and marketing expertise with Full Circle Grief Center in Richmond, VA and Girls Inc. in Dallas, TX. I mentor others and thrive on collaborating and ideating with great people and surrounding myself with friends and family.

Work History

Work History
2007 - Present

Sr. Manager, Brand Marketing

Capital One Financial Corporation

Senior Manager, Brand Sponsorships (2010 – Present)

Create strategies and lead cross-functional teams in implementing marketing campaigns for Capital One’s NCAA college sports programs

  • Launched the Capital One Cup brand across broadcast, digital, social, public relations, client relationship and experiential channels, increasing awareness, engagement and PR results by 40%
  • Conceived and managed integrated marketing strategy for NCAA Championships, consistently producing exceptional results including 42% brand awareness at the 2013 Men’s Final Four and 92% aided and 48% unaided awareness at the 2012 Men’s Final Four (highest among all NCAA sponsors; independent research)
  • Developed and implemented multi-channel marketing program at the ESPN ESPY Awards, including launching the Capital One Twitter handle, and delivering the first ever in-program sponsored award during the ESPYs
  • Recruited and managed multiple brand teams that successfully delivered against Capital One’s corporate business objectives across bank and card customer management and acquisitions
  • Developed and implemented operational budget and provided strategic leadership to internal staff and external agencies
  • Led ROI measurement across corporate sponsorship properties, ensuring investments increased revenue and added value to the brand

Manager, Card Acquisition (2007 – 2010)

Leveraged market research and emerging trends to optimize marketing communications and achieve revenue growth

  • Developed and implemented sales driving acquisitions strategies across multiple target market segments, driving direct response rates of 50% above goal 
  • Designed and managed marketing plans for multiple products in complex and dynamic environments that increased revenue and sales while maintaining costs, and consistently delivering results above goal
  • Led cross-functional team of brand, creative, business, production, legal and technical resources through comprehensive end-to-end creative development process that ensured creative met strategic objectives
2005 - 2007

Group Manager, Global Marketing Communications

MSW ARS Research Agency

Advertising research agency that creates value propositions and measures ROI for Fortune 100 companies including P&G, Walmart, Pfizer, Frito-Lay, etc.

  • Managed team of marketers in implementing B2B campaigns in North and Latin America across all marketing functions including: advertising, brand identity, new product launches, promotions, direct marketing, digital, webinars, trade shows, events, speaking engagements and sales collateral 
  • Delivered marketing strategies and sales collateral materials, and leveraged CRM technology that drove revenue for the comScore ARS brand across Healthcare, CPG, Retail and Financial Services brands
  • Created effective marketing campaigns to Healthcare clients that enabled them to uncover core selling propositions and drive traffic and revenue
1999 - 2005

Corporate Marketing Manager

Shoe Carnival, Inc

Corporate Marketing Manager (2004 – 2005) 

Managed internal and external media planners and marketers responsible for developing and implementing advertising and promotions for 257 stores in 100 DMAs

  • Managed $32M broadcast, print, production and promotions budget ensuring the organization achieved its sales and budget goals
  • Developed and implemented multi-channel back-to-school marketing campaign resulting in a $2.1M comparable store sales increase over prior year
  • Launched customer loyalty program that deepened customer relationships, increased sales and achieved 30% growth per year
  • Analyzed marketing and sales performance and developed ROI-based strategies and research-based solutions that increased profitability
  • Led media agency, product, sales and creative teams in the creation of differentiated marketing strategies that drove sales and enhanced the Shoe Carnival brand
  • Led advertising and promotions activities for over 50 new store openings producing an average of 30% increase in sales over goal

Regional Marketing Manager (2000 - 2004)

Developed and implemented advertising and promotions strategies for 120 stores in 65 DMAs

  • Used qualitative and quantitative research to proactively identify opportunities and plan advertising for numerous markets, making recommendations and decisions that best fit each markets’ needs 
  • Managed competitor database and developed strategies to blunt competitor activities 
  • Created community goodwill promotion with Muscular Dystrophy Association, raising over $70K, and garnering extensive press coverage for Shoe Carnival stores

Advertising Representative (1999 - 2000)

Coordinated all aspects of media buys and promotions with advertising agency, corporate office and field personnel 

  • Created media promotions and events that maximized brand awareness through public relations efforts 
  • Managed co-op accounts and media invoicing, enabling the organization to secure incremental media and sales via vendor relationships

Education

Education

Bachelor of Business Administration

James Madison University
  • Marketing Major, 3.8 GPA, Dean’s List
  • Volleyball
  • Habitat for Humanity
  • Work Study Program