Rachel Campbell

Work Experience

GSD&M - Austin, TX, USA

VP Group Strategy Director | Corona, Southwest Airlines, New Business | July 2024- Present

• Strategy lead on newly won Corona Beverage account

• Part of the larger strategy team that works on Southwest Airlines, a client of the agency for over 40+ years

The&Partnership - London, UK

Group Strategy Director | Aon, MARS Pet Nutrition Europe, KitchenAid | January 2021 - June 2024

• Strategy lead on Aon, T&P’s newest and largest B2B client, which is undergoing a company-wide transformation.

  • Strategic lead on KitchenAid Europe pitch win and business. A multi-million-pound, multi-year contract, where we are currently developing a B2B2C repositioning campaign in tandem with the launch of an innovative new line of appliances.

  • Strategic lead across Mars Petcare Europe, my team focused on creating and delivering addressable digital and social content for the portfolio. Last year we deployed 3200+ assets, with a sales lift of 3.8%, and NSV ROI of 3.4.

  • Led strategy on Aon's first-ever 360 marketing campaign, which shifted attitudes and perceptions towards Aon among both internal and external audiences and garnered the brand 446M Digital Impressions, 297M ad impressions, and a +78% lift in global site traffic (compared to pre-campaign).

  • Designed and led 10-month qualitative research to identify Aon's Points of Difference, which grew our scope by 6% and brought about new creative opportunities for our team.

Freelance Strategy Director - London, UK

Atomic London | New Business | November 2020

• Strategic lead on a successful new business pitch for a U.S. beauty brand moving into the UK market before launching globally.

Havas London | Molson Coors | August 2020 – November 2020

• Strategic lead on the development of an entirely new brand launch for Molson Coors in the unchartered sector of Hard Seltzers - introducing Three Fold.

  • A completely new category for many Gen Z drinkers in the UK, I led qualitative research to better understand our target and introduce them to our product. The learnings and insights gathered helped to inform Three Fold’s logo and packaging design, addressing education gaps around flavors, ingredients, and the beverage occasion itself.

BBH - London, UK

Strategy Director | Tesco & Western Union | October 2019 – June 2020

• Led strategy on over £1M worth of Tesco projects implemented nationwide.

  • Our "Aldi Price Match" work improved Total Brand Value Perception by +450 basis points, making Tesco the most competitive they had been in nearly a decade. (2021)

  • Won MarketingWeek's 2020 Multichannel Master Award for Tesco's 100th Anniversary Campaign (Lead Author)

• Led strategy on Western Union. Focused on pushing WU’s mobile app and online services in light of CV-19, by targeting those more accustomed to WU’s brick-and-mortar, we helped WU increase digital transfers by 25% in just one month.

Leo Burnett & Arc Worldwide - Chicago, IL

Strategy Director | ALDI Supermarket | Miller Coors | May 2018 – September 2019

• Strategy Director on newly won ALDI account, where I oversaw the launch of ALDI’s new campaign Shop Differentli.

  • Designed all day workshop with C-Suite ALDI clients to align on 2019 marketing objectives, which did not exist prior.

  • Won the digital and social creative work upon highlighting strategic gaps and opportunities after 3 months on account.

  • Re-engineered ALDI’s social pages to better suit the target audience by creating a new visual language and coding system which was incorporated into online, print, and in-store comms to improve UX when looking for items.

  • Pioneered new media strategy with media partners to deliver market-specific creative based on competitive shopper data.

• Strategy Director on Miller Coors at Arc, where I leveraged my beer retail expertise from time working on AB-InBev

  • Our retail campaign helped Coors Light secure more College Football partnerships, more Off Premise floor space, and 3x the number of On-Premise activations than the brand had run the year prior.

FCB Chicago - Chicago, IL

Strategy Director | AB-InBev & The High End | May 2017 – April 2018

• Systematized eye-tracking tool with analytics team to improve all ABI POS motivation scores and effectiveness.

• Pioneered a new creative briefing template for our The High-End craft clients which produced stronger team efficiencies and led to more inspiring briefs and innovative opportunities. This briefing template prevented re-briefings by 60% with our Stella Artois clients, and led to a pro-active Bud Light aluminum can design opportunity.

• Led the research and strategy for Bud Light pitch, which we won - which doubled our business for ABI at FCB.

Senior Retail Strategist | Smucker Pet Portfolio | February 2017 – July 2017

• Sold in and authored agency proposal for incremental dual market shopper research, for our Natural Balance pet food global consumer which helped inform new insights and strategic spaces for the brand for the rest of the year.

• Led Pet Food category research out of Chicago office, with support from FCB Hamburg. The insights gathered created actionable changes for our teams to make at shelf, which improved the shopping experience across our global retailers.

Leo Burnett & Arc Worldwide - Chicago, IL

Senior Strategist | P&G | CVS, Walgreens, Kroger, Publix | September 2015 – February 2017

• Sold in and co-conducted incremental shopper claims research for Pantene, increasing the effectiveness of our retail work.

• Led strategy on activation brief for Pantene Gold Series products geared towards African American hair. For this launch, our team sold in an immersive salon bus tour, which traveled the nation in 2018 (Bronze Effie Award Winner)

• Co-designed UX wireframes and led strategy for the rebranding of Olay.com. Our efforts to modernize the brand and improve the online experience won over shoppers with a 12% lower bounce rate and an add-to-cart rate that more than doubled.

• Authored briefs for both brand and retailer-led activations across the P&G Beauty Portfolio.

Global Strategist | P&G | Always & Naturella | March 2013 – September 2015

• Wrote creative briefs for an array of projects and collaborated on the brief for Always’ new brand campaign #LikeAGirl, which combated the confidence drop girls experience at puberty when Always’ audience enters the FemCare category.

• After the global launch of #LikeAGirl, led strategic efforts to ensured our brand message was brought to life consistently across all digital and social channels – Facebook, Instagram, YouTube, Always education tools, Always homepage, etc.

• Analyzed competitor brand positioning, communication strategies, and overall category business models to inform client communication architecture for the global markets of Always and Naturella; North America, Russia, LATAM, and EMEA.

Strategist | Samsung & Norton by Symantec | March 2012 – May 2013

• Designed path-to-purchase mobile shopper journeys for Leo Burnett study, PeopleShop. These journeys were adopted by Samsung and Sprint clients to create more effective messaging (2013 Leo Burnett Intel Award).

• Crafted briefs and co-designed Purpose workshop, which led to innovative new digital campaign and online experience called, ‘Enjoy your Privacy’. The campaign invited users to explore a fictional character world where they could unlock secrets about the character’s through simulated mobile phone screens (One Club Bronze Pencil, CAF Silver ADDY 2013).

Leadership:

8 years experience as a direct manager to an array of planners at various levels in their career

Technology Skills:

Adobe Photoshop, Illustrator, InDesign, Final Cut Pro, SPSS, & Microsoft Office