DHANESCOTTI

Roles + Impact

Director, Brand Strategy and Development

Role: Led a team of 18 (brand, content, campaign, social) marketers to develop global brand strategies, marketing strategies, briefs, campaigns and integrated go to market plans for 50+ Pixel, Nest and Fitbit products in 34 markets.

 

  • Helped to grow Pixel from 10 markets to 40+ markets, with double digit YOY increases in brand metrics and brand equity measures, resulting in the fastest-growing smartphone brand in our top markets, and the only smartphone that grew in units sold year over year.

 

  • Built global brand strategy function, resulting in +64% increase in Pixel brand awareness and +93% increase in consideration between Q4 ’22 and Q4 ’24.

 

  • Launched “Best Phones Forever” social content series that drove 5.9M engagements and 530M views by scaling Gen AI storytelling and integrating LLMs for real time episode creation and comment responses.

 

  • Developed Pixel’s AI-forward brand positioning and communications platform which helped lift brand perception +19% and market share +26% between Q4 ’22 and Q4 ’24.

EVP, Global Business Lead

Role: Managed entire Coca-Cola Co. scope of marketing services spanning 6 agencies, 64 markets, and 502 employees which covered advertising, media, shopper, experiential and eCRM services.

 

  • Led efforts to win key Powerade and World Cup pitches and grew revenue by 3% (to $50m) to help become The Coca-Cola Co.’s largest global agency network partner.

 

  • Launched ‘taste the feeling’ into 200+ countries, helping to grow McCann Worldgroups business by 14% in 2 years and increased agency revenue by 8% (to $53m) and helped become The Coca-Cola Co.’s largest global agency network partner.

SVP, Senior Account Director – BBDO NY

Role: Agency lead for Bud Light and SUBWAY, responsible for driving effective advertising and marketing solutions.

  • Oversaw the first new campaign launch for America’s largest fast food restaurant chain in 15 years while contributing to brand revitalization efforts impacting 80+ touchpoints.

 

  • Increased Bud Light’s usage and brand preference metrics (+30%) through NFL marketing and experiential activations.

Board Account Director at AMV, BBDO – London UK

Role: Agency lead for Mercedes-Benz in the UK and Mars Inc. in Continental Europe and Globally, responsible for steering the strategic and creative direction of 6 CPG brands in 80+ markets. 

 

  • Supported the strategic and creative needs of Snickers, Twix, Mars, Uncle Ben’s, Dolmio and Seeds of Change.

 

  • Contributed to Snickers growing global value sales 16% in a year and capturing share in 56 markets, becoming Cannes advertiser of the year and the #2 global chocolate brand w/ $3.5 billion in sales through scaling the “You’re Not You When You’re Hungry” campaign across global markets.

VP, Account Director | Account Director | Account Supervisor

Role: Key day to day account supervisor responsible for concepting and activating advertising campaigns for Snickers, Twix, Guinness, Red Stripe and The Economist Magazine in the U.S. 

 

  • Contributed 3 ½ years across 5 brands on MARS and as a result of a collective team effort, MARS consolidated 85% of their business with BBDO, resulting in an extra $135 million in revenue and a Cannes advertiser of the year award SNICKERS.

 

  • Evolved the Iconic ‘You’re Not You When You’re Hungry’ campaign on the heels of the Betty white Super Bowl ad to reverse declining market share into continued share growth and Snickers eventually becoming a $1B U.S. brand.
 
  • Launched Guinness’ 1st major sports themed marketing campaign in the U.S. and activation of global 250th anniversary campaign, resulting in a +5% sales vol. increase and .1 ppt share gain amongst imports FY10’.
 
  • Led execution of multiple city blitz campaigns for The Economist magazine, utilizing locally tailored creative in unique media placements and resulting in NA circ. +12.8%, ad revenue +24% and ad pages +8.5%.

Account Supervisor on Coca Cola.

  • Directed 3 affiliate agencies in the development of brand’s 1st digital initiative, which included the launch of 21 interactive ad units, a corresponding micro-site, brand website and custom integrated content
 
  • Oversaw the production of brand campaign elements for Gold Peak product re-launch, which included print, digital, OOH, POS, and package re-design that increased awareness of brand in key markets +7%

Asst. Acct. Exec./ Acct. Exec. 

  • (Malibu Coconut Rum, Similac and Pediasure)

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