Eve Bayer
Senior Director, Brand @Guild
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WORK HISTORY
Senior Director, Brand @Guild
I lead Guild’s brand function across strategy and positioning, integrated campaigns, social media, website performance, event content, and member storytelling. My mandate is to clarify Guild\'s role in the world, create moments that matter with our diverse audiences, and drive results, all while using lean budgets that require creativity, discipline, and a scrappy test-and-learn mindset.Key Impact:Enterprise Rebrand: I led Guild’s enterprise rebrand from strategy through rollout and governance — strengthening internal pride in our mission, creating strategic clarity for the company, and building a scalable identity system enthusiastically adopted company-wide.Integrated Campaign Leadership: I develop and launch multi-channel campaigns (B2C and B2B) that consistently deliver outsized awareness, perception, and consideration gains through creative storytelling and efficient media mix design aimed to \"feel\" big to a precisely targeted audience.Organic Social Transformation: I oversee one of Guild’s top-performing marketing programs, doubling industry-average audience growth and driving 50%+ engagement gains with social-first storytelling and disciplined execution.Creator, Member & Athlete Storytelling: I lead creator- and member-led content programs that deliver outsized conversion efficiency and authentic storytelling, including creator-led paid campaigns and athlete partnerships through Team USA.Cross-Functional Brand Partnership: I partner with Growth Marketing, Comms, Product, and Sales to align brand strategy with business priorities, strengthening account-level engagement, pipeline influence, and partner storytelling.Team Leadership: I build and lead a high-performing team; coach cross-functional collaborators; and create systems that elevate the craft, consistency, and impact of brand expression across the company.
EDUCATION
Questrom School of Business, Boston University
Bachelor of Science, Business Administration; Marketing - 2002
Boston University College of Communication
Bachelor of Science, Advertising
SKILLS
ABOUT EVE BAYER
I’m a brand leader who builds clarity, momentum, and belief to drive lasting connection for enduring growth. I lead teams through continuous change, shaping brand platforms and storytelling that move audiences and strengthen business outcomes.My work at Guild spans B2C and B2B brand strategy, an enterprise-wide rebrand, integrated campaigns, creator-led and influencer-driven marketing, and a Team USA partnership that brought our mission to a national stage. I put our members’ life-changing transformations at the center of our brand — from docu-style films to :06 intrigue-building spots — supported by a modern web, content, and social strategy that drives measurable lift with lean budgets.Across every role, I focus on creating team cultures that thrive in ambiguity, think ambitiously, and deliver work that elevates people’s potential.Awards: Webby Award Winner • Anthem Award Winner (Silver)
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