SENIOR LEADER – MARKETING, ADVERTISING, BRAND STRATEGY, COMMUNICATIONS An experienced, innovative leader with a proven track record and extensive experience (20+ years in total, 10+ years as a Director) in marketing, advertising, and business development. An Emmy Award winning leader with the ability to successfully define and achieve goals in complex, fast-paced, and highly-matrixed environments.

1. Kathleen R. Gibson Page 1
KATHLEEN R. GIBSON
35 Hickory Road  Branford, CT 06405  Phone: 413-205-7886  kathygibson114@gmail.com
SENIOR LEADER – MARKETING, ADVERTISING, BRAND STRATEGY, COMMUNICATIONS
An experienced, innovative leader with a proven track record and extensive experience (20+ years in total, 10+ years
as a Director) in marketing, advertising, and business development. An Emmy Award winning leader with the
ability to successfully define and achieve goals in complex, fast-paced, and highly-matrixed environments.
Expertise Highlights:
 Team Leadership
 Brand Strategy and Development
 Market Research, Metrics, Data Optimization
 Relationship/Agency Management
 360 Integrated Campaign Management & Execution
 Digital, Social and Traditional Property Applications
 Global, National and Regional Expertise
 Budget/Financial Ownership and Proficiency
Professional Experience
AETNA – HARTFORD, CT
Director of Advertising October 2011 to June 2015
Transformed Healthcare from a B2B business to a B2C business. From conception to completion - Led all
advertising, creative and content executions across the enterprise, including communication platforms, strategic
brand architecture and supporting all lines of businesses and marketing programs throughout the enterprise.
 Responsible for all corporate 360 advertising efforts in a highly matrixed, cross-functional Fortune 50
organization
 Led all creative development and execution of multi-channel advertising including brand, digital, social,
print, television, radio, OOH, national sponsorship and events.
 Managed Agency of Record (AOR), all scopes of work (SOW), and multi-million dollar budgets
 Directed other key enterprise principals on communication platforms, roadmaps and marketing
implementations
 Led consumer research, optimization and insight initiatives
 Created and led weekly project management status process
 Supervisor to the Advertising Manager and Brand Associate
Director of Consumer Advertising 2011 to 2014
Led the way with new consumer-oriented product, service and brand platforms that were needed to transition the
healthcare industry to be more consumer-facing. Responsible for bringing the Aetna brand promise to life by creating
and executing integrated marketing and advertising strategies to build brand distinction, relevance, and preference
among consumer audiences. KEY RESULTS:
 Led the creative development and production of all enterprise consumer advertising including digital,
print, television, radio and OOH
 Established strategic direction, planning and organizational structures to support Aetna’s growth and
evolving consumer-grounded business
 Advanced media planning and buying decisions across paid, earned and owned platforms
 Led many research and measurement efforts for all consumer campaigns – optimizing performance and
ROI
 Key stakeholder in agency & partner searches. Led all onboarding efforts and relationship for AOR & affiliates

2. Kathleen R. Gibson Page 2
 Partnered with various key Aetna teams to ensure every marketing program and campaign met enterprise and
consumer segment needs
 Ensured brand transformations, governance and toolkit implementation -- achieving in-market consistency
DDB - UPROAR! (A FULL SERVICE OMNICOM AGENCY) – NEW YORK, NY 2008 to 2011
Account Director
Oversaw and managed all global and national marketing and advertising programs for Hasbro, Inc.’s Preschool and
Kid Games Division (A worldwide leader in children's and family toy and game products). Responsible for a 3 member
account team and creative team that serviced all levels of client management in forging creative, promotional, media,
public relations, and global marketing strategies and campaigns. KEY RESULTS:
 Developed high-impact global marketing strategies and positioning for many of Hasbro’s top brands
including Battleship, RISK, Candy Land, CLUE, Operation and Monopoly. Numerous campaigns achieved
double digit ROI
 Defined all elements of marketing programs from concept to delivery for the brand including advertising,
media, promotions, partnerships, retail programs, target research, and public relations
 Functioned on a solid foundation by building strong, impenetrable, senior client relationships
 Possessed an in-depth understanding of client businesses and industry trends
 Co-authored and presented innovative, global 360 marketing communications plans for Hasbro’s Global
brand Teams and the U.S. Marketing Group
 Directed numerous Hasbro U.S. Marketing high-level, multi-million dollar media sponsorships including The
Ellen DeGeneres Show and various Nickelodeon promotional and licensing projects
 Led account team throughout all stages of development to ensure the work met and exceeded client expectations
 Manager to three direct reports, the Account Manager, Account Executive and the Account Supervisor
PBS TELEVISION – BOSTON, MA 2001 to 2008
National Account Director
Oversaw the management of PBS’s corporate accounts for its nationally televised programs including the most-
watched PBS children’s television series ARTHUR and Curious George as well as many primetime and “do-it-
yourself” series including Frontline, The New Yankee Workshop, and NOVA. Consistently worked to maintain strong
relationships with both current clients and prospects. Ensured that all guaranteed sponsorship and added-value
benefits were delivered. Managed a team that consistently endeavored to help clients leverage their associations with
the Emmy-award winning progams and brands sponsored. KEY RESULTS:
 Achieved a 100% sponsorship renewal rate for FY07
 Recipient of Two National Daytime Emmy Awards for Best Children’s Television Series 2006 and 2008
 Entrusted as the corporate media sponsorship director between PBS Television and many fortune 100 companies
including ExxonMobil, Chrysler, Nestle, Kraft, TIAA-CREF, Merck, and Lego -- consistently working towards the
end goal of sponsorship renewal and up-sell opportunities
 Succeeded as a strategic partner to help high-level organizations develop, implement, and maximize the added-
value benefits of their PBS sponsorships and brand associations
 Directed promotional and licensing efforts attached to many PBS programs and brands
 Created, developed, and executed customized promotions & media integrations for clients and partners
 Led extensive research initiatives on numerous of high-level projects
 Responsible for over 10 million dollars in grants.
 Supervisor to the Associate Account Director

3. Kathleen R. Gibson Page 3
E INK CORPORATION – BOSTON, MA 1999 to 2001
Business Development Account Manager
Generated new business and developed new client relationships for a technology start-up organization. Worked
extensively on developing and expanding overall brand strategy, new product launches, and marketing initiatives.
KEY RESULTS:
 Managed numerous research initiatives for channel and market exploration
 Participated in the development and execution of all company communication materials
 Organized the company’s customer and client focus groups
 Successfully sold and managed the company’s first field trials
 Executed the company’s first chain-wide rollout with a fortune 500 company
 Collected and compiled successful test data of the Immedia brand (sales lifts ranged from 18%- 82%)
YUM BRANDS, PIZZA HUT, INC – DALLAS, TX 1998 to 1999
Business Development Account Manager
Developed, launched, and executed numerous Pizza Hut Express units, the number one pizza brand in the world.
Consistently identified new business opportunities and partnerships. Channels managed included mass
merchandising, contract food service, college and university institutions, healthcare, and B&I. Responsibilities
included drafting corporate proposals, executing license agreements, developing and implementing effective
marketing programs & strategies, product promotion and brand development. KEY RESULTS:
 Accountable for all unit operations within managed channels, which generated over one million dollars in revenue
 Increased new store openings in contract food service and mass merchandising by over 100%
 Raised operational standards to above 92%
SUBWAY – MILFORD, CT 1994 to 1998
International Account Manager 1996 to 1998
National Account Manager 1994 to 1996
Negotiated, developed and executed the implementation of 2,000+ Subway franchises in the Non-Traditional
sector of franchise development. Launched, maintained and advanced key account relationships within the Oil, QSR,
Mass Merchandising and Food Service industries. Facilitated in the groundbreaking launch of an International
Non-Traditional Development Program for Subway. KEY RESULTS:
 Participated and led the negotiations of numerous national contracts and RFPs
 Created and presented materials at seminars for 300+ attendees within the retail and oil industries
 Appointed to the President’s Site Review Committee; one of eight people in the company
EDUCATION
WITTENBERG UNIVERSITY–SPRINGFIELD, OH
B.A. Communications, 1991
- Honorable Distinction Senior Comprehensives
- Accepted into the European Cultural History Program, 1989
NORTHWESTERN UNIVERSITY, KELLOGG SCHOOL OF MANAGEMENT - EVANSTON, IL
Consumer Marketing Strategy, Executive Management, 2014
AWARDS
The National Academy of Television Arts & Sciences.
Recipient of two Daytime Emmy Awards (2006, 2008)