Katie Kistner

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PROFESSIONAL EXPERIENCE

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DIGITASLBi NEW YORK  

SVP/Group Account Director                                                                                                                  July 2017 – December 2018

• Lead the American Express B2B Business: Global Commercial Services and Global Merchant Services     

 

VP/Group Account Director                                                                                                                    July 2017 – December 2018

American Express Global Commercial Services (GCS)             

• Successfully led rebranding effort of the Global Commercial Services business to drive reappraisal and consideration among decision makers at mid and large-market companies, and to position Amex as “more than a card.” Launched social and mobile-first assets on Facebook and LinkedIn, as well as key endemic and non-endemic partners.

• Identified new strategic initiatives across various aspects of the GCS business which led to a 10% increase in agency fee

• Oversaw sales collateral initiative for Amex field team to aid in specific client or prospect conversations; team developed over 250 pieces of collateral created specifically for US, Mexico, Australia, and European markets.

• Partnered with content team on the creation of a unique content program (Psychology of Change) targeting C-Suite executives at mid and large-market companies in collaboration with CNN & Courageous studios; campaign drove over 3x forecasted landings and +12% lift in favorability.

 

Ad Council

Teach.org                                                                                                                                            March 2017 – September 2017

• Effectively oversaw development of PSA campaign for Teach.org “Teachers Have Better Work Stories” targeting high-achieving high school and college students in an effort to positively change the perception of education as a career. Assets included social, display, TV, and radio

 

Goodwill                                                                                                                                                           January 2018 - Present

• Relationship lead for Ad Council and Goodwill; overseeing the development of PSA campaign encouraging thrift shoppers to shop at Goodwill and increase connection to its mission.

 

 J. WALTER THOMPSON NEW YORK                                                                                                                   New York, New York 

Account Director                                                                                                                                         January 2009 – July 2015

T. Rowe Price           

• Collaborated with strategic planners and experience team to create a digital-led, brand journalism campaign, which resulted in $1.5M in incremental revenue

• Partnered with analytics team to create a custom measurement plan; program results surpassed industry benchmarks, and met objective of increasing positive perception

• Negotiated the annual scope of work that led to 30% increase in retainer, and new project-based assignments

• Led turnkey Financial Advisor community research to assess effectiveness of campaign messaging; leveraged insights to develop strategic approach and brand positioning

• Facilitated program sponsorship with economist and author, Niall Ferguson, in partnership with PBS, targeting individual investors

• Launched and managed international campaign, targeting institutional investors in Europe, Asia, and the Middle East; collaborated with media company on strategy and tactics; facilitated transcreation and translation process across four languages

• Led strategic and executional development of B2B event strategy, engaging Institutional Investors and Financial Advisors at key US and international events

 

EURORSCG DIGITAL                                                                                                                                              New York, New York

Account Supervisor                                                                                                                         October 2005 – September 2008  

 

Charles Schwab

• Managed four unique pieces of the Schwab business  (GenX, Core, Active Trader and Corporate)

• Achieved projected goal of penetrating 3,500 new households per year.

• Developed roles and responsibilities for Account and Project Managers in order to avoid internal inefficiencies

• Collaborated with media partners on a campaign metric architecture that measures creative holistically

• Initiated optimizations that resulted in an above average response compared to industry average, and informed 2008 strategy

 

Reckitt Benckiser – Clearasil

• Launched 360 degree campaign in an effort to ignite and re-establish Clearasil as more than a zit cream

• Established key KPIs for digital campaign to measure performance

• Managed Clearasil.us site redesign to increase response and improve user-experience

• Led campaign optimization which resulted in high CTR and low CPM, and increased sales by 5%

 

Kraft – Triscuit

• Launched digital campaign to support new Triscuit products

• Integrated online with Print/TV campaign resulting in increased site visits within the first week of launch

• Worked closely with media partners to establish key metrics for success (media/creative)

 

KIRSHENBAUM BOND + PARTNERS                                                                                                                  New York, New York   

Account Manager .                                                                                                                                     April 2004 – October 2005

 

NetJets

• Managed annual budget of 1.7MM, recovered $500,000 in account receivables from 2004-2005

• Identified new channel opportunities within current market plan and budget

• Launched online services to establish integration and increase response rates

• Established continuity and engagement by introducing contextual retail ads (WSJ/NYT)

 

Citibank

• Tested DM product to ascertain ideal market positioning for major credit card service

• Cultivated vendor relationships and coordinated print production schedules with Director of Production

• Conducted monthly Client reconciliation to maintain budget

 

Edward Jones

• Assisted in comprehensive re-branding effort to represent Edward Jones as more than a traditional financial institution

• Execution of strategic advertising plan resulted in increased revenue from $3MM to $10MM

 

M. BARRY & COMPANY                                                                                                                                       New York, New York

Account Executive                                                                                                                             September 2002 – March 2004   

 

Chase Bank

• Managed collateral process, from briefing through production

• Assisted Account Supervisor with internal and external timelines

• Trafficked print and collateral material through studio for production

 

EDUCATION

THE CITY COLLEGE OF NEW YORK

Masters of Professional Studies. Branding & Integrated Communications

 

THE CITY COLLEGE OF NEW YORK

Bachelor of Arts. Communication, Literature and the Arts

• GPA 3.96, Dean’s List

• Summa Cum Laude / Valedictorian

 

FASHION INSTITUTE OF TECHNOLOGY

Advertising, Marketing and Communication

Director                                                                                                                                                                                   

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