SARA HEARTMAN
1292 Renaissance Lane, Hydi, GA 63442
233.236.9172, sara@hotmail.com

EXPERIENCE

CONTEMPORARY ART MUSEUM, MARKETING CHAIR, Centers, TN, 1/06 - Present

• Presenting brand positioning for organization's first communication's campaign.

• Conducted qualitative and quantitative research to help guide new creative efforts.

• Evaluate all potential sponsorship/partnership opportunities.

APEX SOLUTIONS, USA, SENIOR PLANNER, San diego, CA, 4/04 - 10/05
Kellogg's - Frosted Flakes, Corn Pops, Apple Jacks, new products, Philip Morris USA - Marlboro

• Proposed, sold, and spearheaded Corn Pop's first-ever ethnography exploring hip hop, gaming and skater/BMX cultures in three Us cities:

  • Results inspired radically new Corn Pops positioning impacting packaging and creative, rejuvenating brand image, and increasing sales, share, and awareness.

  • Conducted crib chats and environmental studies among hundreds of tweens.

  • Visited graffiti parks, sneaker stores, and skater parks to immerse into tween culture.

• Worked closely with consultant to conduct archetypal study for Frosted Flakes, cementing Tony the Tiger's personality as inspirational coach:

  • Repositioning helped increase sales + 10% during air times.

• Researched multi-channel marketing efforts of five key advertisers to prepare comprehensive report on how to target Baby Boomer women for agency-wide project.

• Explored multi-cultural trends and developed volumetric sales analysis to convince Kellogg's to address diverse '"non-traditional" audiences across all 17 kid-targeted brands.

• Partnered with nationally recognized Teens Research Unlimited (TRU) presenting leading research studies to entire 50-person Kellogg's Kid brand and agency teams.

• Crafted positioning for wining Tiger Power concept - mom targeted Cheerio fighting cereal.

• Wrote more than 20 Kellogg's creative briefs on brands targeting moms and kids.

• Created a Marlboro-first brand personality chart spanning family of 10 varieties fundamentally altering new creative executions, and segmenting mailing to millions of adult smokers.

• Helped launch Marlboro 72's developing creative brief for "club-themed" new product.

• Developed, sold, moderated, and interpreted results for more than 100 qualitative focus groups and one-on-one sessions for Marlboro.

• Led several Key internal brand team ideation sessions across new products, promotions, and Marlboro racing school, preparing holistic planning platforms and guiding brand personality studies.

BUILD A BEAR WORKSHOP, STRATEGIC MARKETING ANALYSIS, St. Louis, MO, 3/02 - 3/04

• Introduced planning discipline and mass advertising techniques to entertainment retailer with more than $250MM in sales.

• Turned 17% sales decline into 20% increase in two years by overhauling entire marketing effort and launching company's first-ever national advertising campaign.

• Introduced new psychographic target and launched television, radio, magazine, billboard, theatre, sponsorship, partnership and licensing plan helping stores grow from $100MM to $250MM in sales.

• Conducted company's first-ever foray into qualitative research inspiring creative executions for nationwide campaign launch.

• Developed emotional laddering perspective based on store intercepts and customer observations

• Helped source and secure company's first- advertising agency.

• Created a comprehensive brand equity tool spanning usage of characters, personality, symbols, and functional/emotional offering guiding all marketing communications.