Arabella Finlayson
Brand Director @Vermont Sportscar
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WORK HISTORY
Brand Director @Vermont Sportscar
VT, US
Responsible for the development, execution and evaluation of Vermont SportsCar’s brand strategies, including brand identity updates to create a cohesive brand experience reflecting the premium nature of our services and vehicles. Oversees all internal and external assets to ensure consistent presence, brand voice and design, while leading the creative and marketing teams to collaborate and execute various marketing initiatives designed to engage targeted consumer segments, while exposing the brand and the sport of rallying to a wider audience and over-delivering to existing clients and partners. Champions the growth and development of Vermont SportsCar both internally and with external agencies, vendors and partners while simultaneously collaborating with cross-functional internal teams to inform new tactics to elevate the brand. Reports directly to the CMO and COO.
EDUCATION
Carleton University
Bachelor of Journalism
SKILLS
ABOUT ARABELLA FINLAYSON
I\'m an award winning marketer with almost two decades of brand strategy, brand positioning, consumer insights, grassroots & experiential activation experience. I have a soft spot for crafting - and helping others craft - copy into compelling stories that inform strategies, presentations and pitches. I’m passionate about connecting brands to their target audience in an authentic and relevant manner. I\'ve been fortunate to work with Fortune 500 companies such as Amazon, Starbucks, PepsiCo, FritoLay and TikTok; smaller brands such as Harley-Davidson, New Balance, Zipcar, CCM, and Eastern Mountain Sports; and Higher Ed institutions such as the University of Vermont and Université de Montréal. I have a keen understanding of Gen Z and Millennial culture and behavior, in particular as it relates to purchase behavior, views on brand identity and responsibility, and media habits. I enjoy working independently and collaborating with others, in particular partnering with highly motivated team players who thrive under pressure. Bring it on.
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