Lauren Dergance

Bachelor's degree in Business Administration with a concentration in Marketing.

Provided account management, branding strategy, marketing communications, and design for over 12 domestic and international CPG and beverage brands, such as Pledge, Mike’s Hard Lemonade, 6 Canadian wine brands, Mission Foods, International Delight, Cheetos, and Scrubbing Bubbles.
• Developed naming recommendations for new products, programs, and business divisions based on brand
• Worked with Creative Directors to develop and implement brand guidelines across clients’ organizations
• Participated in market research to understand target audiences and their needs
• Managed all financial aspects of 10 accounts as well as staffing needs
• Wrote proposals and conducts market research for client and new business initiatives
• Provided recommendations for Olympics partnership/campaign, and worked with the US Olympic Committee on marketing materials
• Delivered brand strategy and guidance to a major health insurer on new business ventures, products, and promotions
• Led an iPad app development project, which streamlines client processes and builds customer engagement; part of an effort to build innovation and progressive brand image

• Managed digital initiatives for Microsoft - Bing and MSN
• Led as many as six projects simultaneously which largely consisted of website development and enhancement
• Developed user education videos as part of the Bing Rewards product launch

• Responsible for three brands – Orville Redenbacher, Slim Jim, and Chef Boyardee
• Managed production of TV, print, digital, and social media executions
• Led integration of campaigns among multiple partner agencies
• Attended focus groups regarding new product innovations

• Gained direct and digital marketing experience with acquisition projects involving online, direct mail, TV, radio, newspaper, print, and collateral
• Managed online projects such as flash and rich media banners, landing pages, and email campaigns
• Account lead on Aetna website’s enhancements and maintenance projects, including usability testing
• Conducted qualitative and quantitative competitive research for strategy planning
• Experience with training and managing Assistant Account Executive and intern levels
• Led both a national and local online banner campaign which produced a significant 39% of total customer leads for the year
• Project leader on an upsell advertising campaign which resulted in a response rate that was 400% higher than projected
• Developed a model with the analytics team to help clients guide media spending and target markets
• Wrote creative briefs and developed project schedules
• Managed photo shoots and worked on TV shoots, some as part of a re-branding strategy
• Responsible for all financial duties including billing, estimates and invoices