Uploaded by Katheryn Renfroe on 2018-11-09.

TRADESTATION BARBERSHOP ACTIVATION

Uploaded by Katheryn Renfroe on 2018-11-09.

BRONX ZOO BOO @ THE ZOO BOOTIQUE ACTIVATION

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SHUTTERSTOCK FYREFEST SOCIAL CONTENT VIDEO

DIRECTOR, PROJECT MANAGEMENT

SEPTEMBER 2016 - JULY 2019

BRANDS: TRADESTATION, BRONX ZOO, SLIMFAST, SHUTTERSTOCK, JACKSON HEWITT, IDEAL IMAGE, AVON

Implemented Project Management as a discipline within the agency. Developed rollout plan and worked with Account, Strategic, Creative, Media and Production teams on best practices for leveraging project management on a day to day basis across various clients and developed scoping process. Hired and trained junior project management team members on how to lead a projects, including schedule development, strategic approaches to project planning, resource needs & allocations, budget implications, logistics and operations.

Acted as project lead on the development and production of experiential activation projects for Clients - Bronx Zoo, TradeStation and Avon. Ensuring that experiences drove consumer engagement and laddered up to established KPI's and strategic client goals. Led pitch process and responses to RFP’s for new business opportunities.

To introduce a new audience of tech-savvy millennials and novice traders to TradeStation (an on online trading platform) we redesigned the logo and visuals, and refreshed the voice of the brand, with a nod to TradeStation’s off-Wall Street, South Florida roots. Launched the new identity with a three day experiential activation on the floor of the Oculus at World Trade Center - The Fresh Look Barbershop. Activation leveraged TradeStations sponsorship of The Long and the Short on the Cheddar digital news network, used geo-targeted mobile media and digital display placements to promote and drive traffic and engagement.

AWARDS:

2019 DA&D Wood Pencil, Shorty Awards, Webby, One Show (shortlist) - Shutterstock FyreFest Video

2018 Gramercy Financial Content Marketing Award - TradeStation Experiential

2018 Webby Awards Honoree - Bronx Zoo, Boo at the Zoo Flamingo Girl