April M. Brackett
66 Center Street, Wethersfield, CT 06109
860.874.4152
Strategic Marketing Leader
Enthusiastic Global Marketing and Research Leader with 15+ years of experience driving profitable growth through strategic marketing initiatives. Passion for discovering customer insights, aligning business objectives, and creating integrated marketing plans that increase brand awareness, influence product development, strengthen customer loyalty and drive business growth.
Diverse background in B2B and B2C markets across Consumer Packaged Goods, Financial Services, Group Benefits and Healthcare industries.Demonstrated experience successfully managingteams, leading cross functional initiatives and partnering cross-organizationally to achieve business results.
Proficient in a wide range of marketing areassuch as:
Campaign Management; Digital & Traditional / Product, Promotional and Event MarketingCreative Services and Research Team Management / Qualitative & Quantitative Research Management
Customer Loyalty & Net Promoter Score / Strategy & Planning
Global Brand Management / Voice of the Customer Research
Professional Experience
ALLIED WORLD ASSURANCE COMPANY, Farmington, CT2008 to Present
Assistant Vice President, Marketing and Communications2011 to Present
Lead integrated marketing plans for multiple global product lines. Manage business planning and budgeting of marketing and research initiatives. Partner with creative designers, copy writers, product leads, sales and business development to deliver exceptional results.Driveresearch initiatives across global enterprise.
- Supporteddevelopment and build out of Allied World’s Europe and Asia-Pacific marketing presence, overseeing launch and development of 6 global offices, brand, products and platforms.
Established international brand awareness, grew product lines, and diversified distribution channels.
Selected for extended assignment in London to develop and onboard Allied World’s European Marketing Team.
- Led refresh of global brand, partnering with agency in establishing new brand standards, positioning, creative ad concepts, and website to stop brand dilution in key geographies.
Website received IMCA’s “Best ofShow” Corporate Electronic CommunicationsAward and B2B marketing campaigns received “Best of Show” Sales/Marketing/Branding/Promotion Award.
- Launched series of inaugural customer satisfaction surveys and translated insights into key process improvement areas, new products and service enhancements, and metrics for internal scorecards as well as for marketing purposes, increasing customer loyalty.
- Delivered numerous product marketing campaigns in various geographies,including 1 of the firstdirect mail campaigns targeted to SME brokers in Europe, and launched co-branded marketing campaign with partnered distribution channel, drivingimproved brand positioning and company recognition as middle-marketplayer in sector.
Director,Strategic Marketing, Research and Competitive Intelligence2008 to 2011
Leveragedcustomer data and competitive intelligence to set strategic direction for multiple lines of business as global research lead.
- Recruited to Allied World to develop Market Research function, aligning with business to ensure profitable growth. Established research standards and methodologies, and educated organization on best practices.
- Recognized as industry market research expert, resulting in selection to moderate group discussions at Frost & Sullivan Executive MindXChange Thought Leadership Conference and participate in CASRO market research industry expert panel focused on technology’s impact on target audiences.
- Supported business through guiding product development, market development, marketing campaigns, and business development strategies.
April M. BrackettPage Two
THE HARTFORD, Simsbury, CT2005 to 2008
Director, Market Research2007 to 2008
Assistant Director, Market Research2006 to 2007
Market Research Consultant2005 to 2006
Led research team as well as development and implementation of strategic B2B and Consumer marketing research programs for Group Benefits Division.
- Developed and launched The Hartford’s1st Voice of the Consumer Survey, introducing concept of “Net Promoter Score”, which has led to significant use of customer research to drive operational efficiencies and improved overall satisfaction results.
- Set research agenda, budget, staffing, and direction as division research lead, pioneeringresearch and metric-based marketing plans for Employee Benefits Division.
- Led numerous strategic initiatives, including Voice of the Customer, improving Claimant Satisfaction study, and integratingmarket research into Senior Leadership Team’s strategic planning.
TNS NFO, Greenwich, CT2004 to 2005
Account Manager
Served as dedicated key account manager focused on growing iconicglobal Consumer Brands.
- Directed quantitative and qualitative projects through research lifecycle, including concept testing, product testing, product development, ad testing, and discrete choice conjoint studies.
- Presented research results to leadership, including brand tracking surveys that were leveraged for key brand improvement initiatives.
- Led multi-country, multi-market brand segmentation study which allowed the world’s #1 battery company to consolidate 13 product lines down to 5, improving overall market penetration, recognition, and market share.
Additional Relevant Experience
CENTER FOR SURVEY RESEARCH AND ANALYSIS, University of Connecticut, Storrs, CT
Project Manager and Supervisor of Research Assistants
HENRY J. KAISER FAMILY FOUNDATION, Menlo Park, CA
Research Associate
MARKET STRATEGIES, INC., Livonia, MI
Project Manager
CENTER FOR SURVEY RESEARCH AND ANALYSIS, University of Connecticut, Storrs, CT
Research Assistant
COLUMBIA HOUSE, New York, NY
Market Research Intern
MARIST INSTITUTE FOR PUBLIC OPINION, Poughkeepsie, NY
Marketing Assistant
Education
Master of Arts (MA),Political Science, Concentration in Survey Research,
University of Connecticut, Storrs, CT
Bachelor of Science (BS), Biology, Marist College, Poughkeepsie, NY