Kim Jackson
Who I Am
Believing that brand and marketing communications produce a wonderfully creative space, I know it’s made better by knowing your customer through insights and data. By having the ability to motivate and communicate with people at all levels, I am able transform creative visions into accessible reality.
With an emphasis on data-driven marketing planning, strategic partnerships and thought-out activation, I have built a reputation for developing and interpreting strategy that leads to flawless execution through integrated tactics.
What I’ve Done
Professional Experience
Director, Retail Client Management
dunnhumby
2021 - Present
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Head of client for major regional client in Southeast US market.
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Leading strategy and tactical planning for customer engagement, competitive response planning and loyalty programming using targeting science, consumer insights and 1st party data.
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Developing retail media network with personalized offers, targeted audiences, and closed loop measurement for regional client through omni-channel planning and execution.
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Channels of execution include direct-to-consumer (email, app, direct mail, print & digital coupons), web onsite media, offsite media (programmatic) and in-store store digital signage.
Marketing Consultant - Freelance Project Management
2013 - 2021
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Target – Managing Owned Brand Packaging pipeline for several F&B store brands; Optimizing the workflow process through process and system review.
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Southeastern Grocers (SEG)
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Led all marketing activity for the merger, acquisition and conversion of 188 Delhaize America and Piggly Wiggly stores including media advertising, grand openings, marketing, loyalty, employee onboarding.
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Developed and implemented a marketing and store décor plan as part of acquiring / merging 188 stores – completing project 10% below estimated budget.
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Stores performed 12% better than forecasted in first six months of operation by developing and introducing marketing strategies to advertise and promote store grand openings.
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Minimized customer attrition by securing 600,000 signups for new loyalty card over eight-week period by launching a customer / fuel rewards program across acquired stores.
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St. Jude / ALSAC – Managed shopper marketing retail partner review program.
Senior Director, Partnerships Marketing
Florida Blue
2020
Provided strategic and tactical leadership for Medicare and Commercial segment strategic partnerships.
Cultivated relationships with corporations and community groups by creating joint-venture opportunities.
Worked closely with the external/internal partners, segments and field marketing to achieve Enterprise priorities as well as marketing activation and programming, while managing seven-figure partnerships for the Enterprise.
Drove integration of these partnerships across the functional marketing and business teams, recognizing the significance of competing priorities and strategies and adjusting approach as necessary.
Various Leadership Positions
Southeastern Grocers (SEG)
2014-2019
Senior Director, Sales Planning
Managed omni-channel marketing plans, strategic direction and creative guidance as it pertained to demand generation, seasonal relevance, promotional activity and shopper marketing using consumer insights, sales performance and local intel.
Developed and managed the go-to-market strategy across four brands and seven states while developing new revenue through enhanced, incremental merchandising (sales) opportunities.
Created new media hub (SEGConnects.com) where CPG companies connect with customers through planned and customized merch/marketing programs that include targeting, paid media, social influencer and in-store execution.
Local Marketing & Competitive Response
Standardized grand opening strategy launch plans to gain mass efficiencies that included redeveloping store branding, in-store marketing communications, agency relationships, media buying, contract negotiations, project coordination, creative direction and sampling/demo programming.
Managed omni-channel marketing plans for remodels, grand openings and competitive defense planning as well as the sales planning and execution process for campaign events.
Opened two (2) concept stores in Jacksonville, FL and Hialeah, FL. Stores outperformed by ~40% in the first 12 weeks; including the launch of a new brand – Fresco y Mas – in 2016, totaling 26 stores.
Managed relationship with several UK-London-based agencies operating as primary creative contact.
Advertising Operations
Reduced weekly signage costs for stores by 15% by working with a production agency to optimize material and size selection to generate higher yields; boosted design productivity by 10%.
Oversaw $98 million advertising budget and managed all creative and advertising for three store brands.
Supervised circulars, media buying, signage, and contract negotiations with team of 25.
Reduced agency overages by 40% through realignment job roles and improvement campaign/funneling processes.
VP, Sponsorships & Brand Activation
First Niagara Bank (now Key Bank)
Oversaw day-to-day operations including development and implementation of brand activations and sponsorships programs across nearly 430 bank branches in four states with $20 billion in loans and $28 billion in deposits.
Generated 50% increase in activation events with no budget increase by overseeing sponsorships for Buffalo Sabres, Pittsburgh Penguins, New Haven Open at Yale, and First Niagara Pavilion.
Slashed vetting time by 20% within six months by establishing new sponsorship policy, evaluation standards, and brand activation tool kits across major business units.
Center Store Brand Manager
Sports Marketing Manager
Winn-Dixie Stores (SEG)
2008-2012
Delivered additional sales by directing seven major marketing programs that included an annual tailgating program producing a 1:9 ROI.
Successfully negotiated the addition of two collegiate teams to join the annual Tailgating Program with no additional costs to suppliers. Total program included two (2) collegiate teams and two (2) NFL teams.
Developed an NFL co-branded bottled water product at EverBank Field and at 50+ Winn-Dixie stores.
Executive Marketing Coordinator
Danis Construction
Secured more than $10 million in project awards over 12-month period by converting data to InDesign and cutting printing costs to streamline and improve an RFP and presentation process.
2007-2008
Director of Game Entertainment
Memphis Redbirds Baseball (Triple-A Affiliate - St. Louis Cardinals)
Generated significant revenue growth by leading a 75-member team in coordinating corporate and national events. (AutoZone, ECOQuest, St. Jude Marathon; Chick-fil-A / Junior Achievement 5K Run).
2002-2006
Education
B.S. - University of Florida
Education
Certificate - Digital Marketing - April 2020
Certificate - Integrated Marketing 360 - In progress
2014 Woman Of Influence Recipient
Jacksonville Business Journal
Progressive Grocer
2015 Top Women in Grocery - Rising Star
What I Know
Proficiencies - Knowledge & Expertise
Strategic Sales Planning & Tactical Execution
Sponsorship & Partnership Management
Campaign / Event Development & Management
Retail Media /
Omni-Channel /
Brand Marketing
A Few More Things...
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Trade (Sales) Planning
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Sponsorship Management
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Budget Management
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Multi-Channel Media Hub
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Agency Partnerships Collaboration
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Cross-Functional Team Leadership
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Process Improvements
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Owned Brand / Private Label Packaging Management
What I've Done - In Action
Portfolio
"My mission in life is not merely to survive, but to thrive and to do so with some passion, some compassion, some humor and some style."