Chris Herndon
Brand Marketing | Marketing Strategy | Marketing Transformation | Digital Marketing
- Role
- Executive Director, Brand Marketing at Vericast
- Location
- Dallas-Fort Worth, TX, US
- LinkedIn followers
- 500 followers
About Chris Herndon
As a senior marketing and brand leader, I have a track record of shaping and transforming B2B and B2C brands in complex, competitive environments. I’m a strategic and creative thinker with deep expertise in brand marketing and strategy, integrated marketing, advertising, creative services, and marketing communications, and a reputation for building high-performing teams and delivering measurable business impact.My experience spans enterprise rebrands, scaling in-house creative capabilities, directing multi-million-dollar campaigns, nurturing agency partnerships, and collaborating cross-functionally. I take pride in building brands and marketing programs that create clarity, earn trust, and drive meaningful results.KEY AREAS OF IMPACT: Spearheaded a multi-million-dollar corporate rebrand encompassing name, logo, identity, brand strategy, and architecture. Recognized with multiple Transform Awards, including Best Rebrand Following a Merger/Acquisition and Best Naming Strategy, as well as B2B Brand of the Year by the American Marketing Association: Played a key role in transforming Southwest Airlines’ loyalty program from a traditional frequency-based model to an innovative revenue-based platform. Led consumer research, messaging, and a $40 million integrated campaign that resulted in a 49% increase in new enrollments: Reimagined the in-house creative services function by introducing new processes and workflow tools. Shifted the team to a strategic creative partner model, delivering more than $580K in annual cost savings and agency fee avoidance: Authored and advanced new enterprise brand strategy—including purpose, positioning, and architecture—following a major corporate restructuring. Launched a multi-year integrated campaign that delivered 72% ad recall, an 8x increase in unaided awareness, and near-universal brand familiarity.CORE COMPETENCIES:Acquisition Marketing | Advertising | Agency Management | B2B, B2C, & B2B2C | Brand Marketing | Brand Strategy | Campaign Development | Content Marketing | Creative Development | Creative Services | Creative Strategy | Digital Marketing | In-House Agency | Integrated Marketing | Lifecycle Marketing | Loyalty Programs | Marketing Communications | Naming | Positioning | Process Improvement | Public Relations | Rebranding | Storytelling | Website Development
Experience
Executive Director, Brand Marketing
Jan 2024 — Present
Lead enterprise brand marketing strategy across digital, content, public relations, and creative services—translating business objectives into brand strategy and campaigns across paid, earned, and owned channels.
Education
Baylor University
Bachelor of Business Administration (BBA), Marketing and Management
Skills
- Strategy
- E-Commerce
- Email Marketing
- Marketing
- Database Marketing
- Web Marketing
- Online Marketing
- Marketing Communications
- Loyalty Marketing
- Direct Marketing
- Interactive Marketing
- Digital Marketing
- Brand Architecture
- Digital Strategy
- Mobile Marketing
- Creative Strategy
- Direct Mail
- Crm
- Affiliate Marketing
- Loyalty Programs
- Market Planning
- Brand Management
- Marketing Strategy
- Integrated Marketing
- Advertising
- Management
- Brand Development
- Analytics
- Public Relations
- Online Advertising
- Creative Direction
- Product Development
- B2b Marketing
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