Brian Engelhardt

About Brian Engelhardt

Brand and commercial growth leader driving integrated marketing, demand generation, and…

Experience

1. Integrated Marketing & Experience Planning (Away from Home)

   Kellanova

   Aug 2021 — Present · Chicago, IL, US

   Lead B2B experience creation for all brands across food service and small format segments; responsible for P/O/E connectivity, paid media management, campaign briefs, creative development, and pre/post quantitative research plans. • Authored “draft / drive” strategic framework that was adopted by senior leadership, leveraged across the business unit, and increased clarity for tactical plans.• Analyzed working & non-working spend; recommendations reshaped tactical approach to campaigns and helped secure incremental brand building budget vs YAG.• Launched digital OOH convenience store test using paid media that drove +$1.9MM incremental sales in 8 weeks and quantified halo-effect to retail post ad exposure.• Briefed and delivered first AFH full-funnel experience plan that connected paid, owned, and earned media, trade shows, and distributor network media while maintaining creative synergy with Frozen business-unit commercial plans.• Established creative feedback process across internal stakeholders that increased efficiency and decreased non-working spend via fewer rounds of revisions vs YAG. • Led new paid media tactical approach that involved revised targeting criteria, established measurable KPI metrics, and implemented new process to enable more agile optimizations of paid media spend.• Led agency operations across three partners, developed feedback capture tools, delivered performance reviews, managed SOW process, and fostered strong relationships to ensure successful marketing program execution.• Authored Masterbrand strategy and AFH usage framework that gave tactical guidance to business unit; recommendations adopted by Kellanova and W.K. Kellogg Company.• Led budget management, risk/opportunity evaluation, reconciliation, and monthly invoicing for BB and OH.

Education

• Michigan State University

  B.A., Advertising

  1998 — 2002

• Western Michigan University

  Master of Business Administration (MBA), Marketing

  2012 — 2014

Skills

• Digital Marketing
• Relationship Marketing
• Marketing Communications Planning
• Microsoft Office
• Product Marketing
• Mobile Marketing
• Management
• Digital Media
• Ios
• Online Advertising
• Strategy
• Social Media Marketing
• Microsoft Excel
• Marketing Research
• Advertising
• Digital Strategy
• Customer Insight
• Microsoft Outlook
• Leadership
• Brand Equity
• Marketing
• Microsoft Word
• Brand Management
• Cross-Functional Team Leadership
• Marketing Strategy
• Project Management
• Business Strategy
• Competitive Analysis
• P&L Analysis
• Media Planning
• P&L Management
• Public Speaking
• Direct Marketing
• Social Media
• Brand Architecture
• Strategic Planning
• Microsoft Powerpoint
• Integrated Marketing
• Interactive Marketing
• Brand Development