SUSAN J.

FRIESTAD
Glenview, IL 60026

friestad76@comcast.net

ECUTI

EXECUTIVE SUMMARY
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.

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

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

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

SUSAN J. FRIESTAD
o

friestad76@comcast.net

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 doorto-door
delivery. Managed $10MM budget for Agencys largest client.
o

Developed 2007 Dove Masterbrand Hispanic integrated plan.

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.

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, Ponds, 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.

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

Presented at Milk PEP's quarterly Board of Directors meetings, monthly Promotion Committee meetings, biannual sales meetings and Client's first Retail Advisory Council with representatives from Walmart, WinnDixie, 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.