Candice Greenberg

Candice Greenberg

Senior Global Brand Manager at Spotify
Greater New York City Area, United States

Summary

Strategic, highly enterprising professional with a record of achievement in brand management, integrated marketing, and product launch for B2C technology companies including Spotify, Nintendo, Apple, and TomTom. Spearheaded the creation of innovative campaigns and co-branding consumer programs that substantially impacted sales volume and brand awareness.

Expertise in building client and partner relationships that enable high impact campaigns to leverage new markets and brand power. Directed Nintendo’s first celebrity endorsement campaign developed exclusively in South Africa, including TV advertising.

Broad background in brand management, marketing, public relations, and product launch. Offers unique expertise in the South African market as well as strategies to reach target markets of diverse educational, economic, and cultural backgrounds.

Enthusiastic problem solver with superior customer relationship building skills, recognized with a company award. Proficient in Mac, PC, Photoshop, Illustrator, MS Office, and iWork.

Specialties: B2C Marketing, Agency management, Graphic design, Customer relationship management, Market research and planning, Marketing communications, Project management, Public relations, Social media marketing, Budgeting and scheduling, Co-branding initiatives, Market localisation,

Positions

Senior Global Brand Manager
Spotify
July 2015 - Present (2 years 9 months)
Drive process from brief to execution for work across internal and external initiatives - including artist marketing, Premium and product marketing, B2B + partner teams, as well as Spotify brand-led campaigns. Develop global brand narratives across product attributes, consumer benefits and a greater brand vision.Develop content for a global brand across multiple markets, accounting for cultural differences and nuances.Leverage human, cultural and audience insights to build strategies and campaigns for Spotify and partners.Develop tools and guidelines to articulate the brand to enable consistency and purity of the brand story.
User Communications Manager
Spotify
July 2011 - July 2015 (4 years)
Devised and evolved a Spotify voice that translated across multiple social channels and new markets.Developed content calendar and drove content creation for owned channels including 6.5M+ Facebook fans, 1.4M+ Twitter presence, and 15M+ USA newsletter opt-ins.Led bespoke projects to leverage topical and cultural events, and to accelerate brand awareness and adoption, including our Annual "Year in Music", “Playlist Poetry” and “Your Music Moments” campaigns. Supported cross-functional teams to engage and educate users on product updates and launches, marketing and co-marketing initiatives, brand events, as well as PR, artist and record label priorities.
Marketing Manager
Oddcast
July 2010 - July 2011 (1 year)
Account management and development of targeted communication strategies for clients including Bayer, Disney, E*TRADE, Kellogg’s, Malibu, McAfee, McDonald’s, NBC Universal, OfficeMax, Sony, Volkswagen and Wells Fargo.Forged partnerships with distribution vendors and negotiated deals to offer social media distribution to clients. Devised distribution campaigns to propel agency projects with targeted application interactions. Produced analytical reports on campaign performance, user engagement, and ROI metrics.Managed and maintained corporate and social media assets including website, blog, twitter, and Facebook presence.Accomplishment Highlights: • Case study submissions received 10 top industry awards including The Communicator, Creativity International, IAB MIXX, RACIE, Webby and WOMMY Awards. • Formulated a social media and distribution campaign that grew client Facebook following by 50,000 Likes in 5 weeks. • Grew Oddcast Twitter and Facebook Like following by 43% and 93%, respectively. • Maintained company blog and website with an average of 3,500 and 45,000 monthly visitors, respectively.
Brand Manager
Core Group
February 2009 - April 2010 (1 year 2 months)
Drove all aspects of brand management, strategy, and marketing planning for Nintendo products with responsibility for consumer product launch activities, scheduling, budgeting, and expenditure tracking.Provided direction for advertising agencies, public relations firms, and vendors. Supervised trade marketing assistant, PR and events coordinator.Planned and led weekly team meetings, feedback sessions, and brainstorming activities involving all levels of staff and management.Accomplishment Highlights: • Led an integrated celebrity endorsement campaign for Nintendo which blended TV and online advertising, social media, public relations, and in-store POS materials. − Achieved a 79% increase in demand with 21% month-to- month growth. • Pioneered dynamic co-branding initiatives by forging relationships with major brands such as KFC, Kellogg’s, and Tiger Brands Jungle, including: − Special K and Wii Fit Sweepstakes Promotion. − KFC and Nintendo Friends & Family Contest Promotion. − Sponsorship of the Jungle Mini kids bar targeting 900,000 mothers and children. • Launched an integrated Nintendo Games campaign that stimulated Pick ‘n Pay supermarket traffic through radio, outdoor, print, guerilla and social marketing, and online and viral campaigns, successfully penetrating the grocery industry as a key retail space. − Produced 71% month-to-month hardware growth and 164% month-to-month software growth. • Designed and managed a social investment campaign with Alzheimer’s South Africa (ASA) that promoted mental fitness through a national PR campaign spanning print, online, and radio as well as customized gaming bundles which donated a percentage of sales to ASA.
Marketing and PR co-ordinator
Core Group
January 2008 - June 2009 (1 year 5 months)
Demonstrated initiative, marketing expertise, and management skills while overseeing a full range of product marketing campaigns that led to a promotion to Brand Manager.Addressed and resolved customer inquiries as a key point of contact while fostering excellent long-term client relationships with top global technology companies.Authored press releases, managed priority media list, and developed PR reports.Managed the design of consumer brochures and other marketing communications material.Liaised to logistics and warehousing teams.Accomplishment Highlights: • Provided leadership as brand custodian entrusted with solo management of online marketing projects. • Honored with a company award for exemplary customer service in 2007. • Played an integral role in securing the Nintendo account with active involvement in proposal development and client account management. • Achieved a successful launch of Nintendo Wii in South Africa while serving as project manager. • Crafted innovative marketing strategies for Nintendo Wii resulting in hardware and software topping GfK sales charts in launch quarter.

Education

BA

2003 - 2006 (3 years)
Thesis topic: “iPod therefore I am: An examination into the role the iPod plays in reflecting self-concept of selected iPod users.”

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