SUSAN J. FRIESTAD Glenview, IL 60026 friestad76@comcast.net ECUTI

Highly motivated multi-channel marketing professional with extensive Consumer Packaged Goods experience in Corporate, Agency, and Vendor environments. Proven track record of managing key client relationships with strategic insights and attention to detail. Energetic, team-focused and committed to both people and business success. My expertise includes the following:

• Client Service • Consumer Promotion • Strategic Planning • Brand Management • Project Management • • Digital UX, Social, Mobile Sampling • Brand Management • Shopper Marketing • Process Improvements •

• Hispanic Marketing • New Product Launches • Technical & Creative Team Lead •

PROFESSIONAL DETAIL STARTSAMPLING, INC., Carol Stream, IL (Company Closed) April 2008 to December 2014 StartSampling is the industry leader in online sampling, providing best practice services to CPG marketers, their agency partners and retailer customers in the strategy, design, execution, fulfillment, monitoring and measurement of online and mailed sampling projects.

Managing Director, Client Service Manages the Client Service Team. Reports to the CEO. Director. Client Service / Project Management Client Lead on largest accounts’ Brand and Shopper Marketing efforts including Kraft, Reckitt Benckiser, Nestle, Unilever, ConAgra managing ~$10 million revenue annually. Provided strategic direction, oversaw creative and digital requirements, recommended digital media (limited), accountable for quality assurance of online and offline deliverables and analytics. Cross- functional team leadership. Process improvements. Training and mentoring of new Client Service managers. Supported VP, Client Service.

o New product digital campaign delivered 1 million samples in just 8 months across social, retailer, client and partner websites by balancing inventory in real time resulting in 85% purchase intent. 94% of consumers stated program exceeded/met their expectations. Client repeated the program multiple times.

o When Client’s media underperformed, negotiated targeted media achieving Clients’ sampling objectives at no additional cost. Recouped $500 thousand of company revenue.

o Delivered client objectives at no incremental cost by redesigning client’s sampling deliverables to be more eco-friendly. Resulted in over $2 million in postage savings and 2.5 million increase in sampling volume.

o Process improvements include update of reporting dashboard providing clients with greater depth of real-time information and agility to maximize creative and media.

EXECUTIVE SUMMARY

SUSAN J. FRIESTAD friestad76@comcast.net

o Leveraged my experience to successfully implement an “agency” model to Project Management, creating more successful, longer-term client relationships resulting in higher Client Satisfaction scores.

PMG Promotion Marketing Group (Hispanic), Chicago, IL September 2005 to March 2008 Account Director Developed and executed fully integrated Hispanic scale events for Unilever beauty brands. Worked closely with strategic partners, Univision and Latina magazine, developing brand focused marketing campaigns with TV vignettes, print advertising, interactive microsite (digital) and a custom mini-magazine with targeted door–to-door delivery. Managed $10MM budget for Agency’s largest client.

o Developed 2007 Dove Masterbrand Hispanic integrated plan.

o Directed award-winning creative platform for consumer and customer marketing programs resulting in double digit sales increases, enhanced shopper experience for Hispanic consumers, and increased basket ring for the retailer. Won several industry awards including the National Grocers Association (NGA) Creative Choice Award, PRO Award for Best Retail/Co-Marketing Campaign and Davies Award.

o Developed and executed Unilever Hispanic Beauty multi-brand with multiple consumer touch points including Univision TV, Univision microsite, print campaign, door-to-door, and magazine-style booklet. Brands included Dove®, Suave®, Caress®, Pond’s®, Vaseline Intensive Care®, ThermaSilk and Finesse® brands. Successfully increased sales and retailer presence across all brands by varying degrees.

FLAIR COMMUNICATIONS AGENCY, Chicago, IL February 2000 to May 2002 Account Director Lead startup relationships for two of the Agency's largest Clients - ConAgra and MilkPEP "got milk". Developed P&L based staffing plan, managed client relationships, worked with Clients' other agencies to develop fully integrated marketing plans including in-store, internet, PR and advertising extensions. Managed $11MM client budget. Managed staff of six, plus supporting creative and production staff. Reported to President.

o Generated 110% volume increases for all Hunt's tomato products for "October is National Tomato Month" program which integrated consumer and trade promotions, advertising, and public relations.

o Developed ConAgra's first Scale retail promotion that attained participation and displays from 9 of the 10 targeted retailers (including Walmart)

o Presented at Milk PEP's quarterly Board of Directors meetings, monthly Promotion Committee meetings, bi-annual sales meetings and Client's first Retail Advisory Council with representatives from Walmart, Winn-Dixie, Food Lion, Publix, and Ukrops.

EDUCATION AND INTERESTS University of Illinois – Bachelor of Science in Marketing Michigan State University – Structural Packaging Course Helping Our Heroes® 401C-3 sponsored by the REALTOR® Association of Northwest Chicagoland.