Krista Gfeller

About Krista Gfeller

With over 13 years of work experience, I am a passionate and results-oriented Senior Brand Manager at Reynolds American Inc. My core competencies include consumer marketing, digital strategy, social media, and brand management. My mission is to create and execute innovative and integrated marketing plans that deliver on the company\'s vision and goals, while engaging and delighting consumers. I bring diverse perspectives and experiences to the team, having worked in different industries, functions, and markets. I value collaboration, creativity, and continuous learning, and I am always looking for new ways to grow and challenge myself.While working at Reynolds, I led the strategies for the Grizzly, Cougar and Kodiak brands, synthesizing consumer insights, activation opportunities, and competitive and regulatory landscapes into a fully integrated plan, along with full year budget and scope management. I also led the development and execution of messaging and creative that drives brand relevancy and delivers on commercial objectives. I worked closely with cross-functional and cross-agency teams to ensure alignment and excellence in execution. Some of my achievements include leading the 2023 National Brand Operating Plan, pioneering Grizzly\'s first ever social media promotion, and generating followers within one year of launch on Facebook and Instagram channels. I leverage my analytical, organizational, and process improvement skills to optimize the performance and efficiency of my campaigns and projects.

Experience

1. Segment Marketing Manager - Smb

   Lenovo

   Oct 2023 — Present

   Partner with Sales and Category teams to understand and support segment priorities and goals• Collaborate with North America supporting marketing organizations and WW marketing teams to align on marketing priorities and goals• Define the end-to-end North America segment marketing strategy and document it in annual and quarterly marketing briefs• Own the annual marketing budget for the mid-market segment and manage the quarterly budget and associated operational activities• Establish supporting marketing objectives and KPIs; coordinate across supporting teams to ensure alignment• Own the overall segment target audience framework and associated messaging• Own and evangelize the \"Why Lenovo\" story for the segment, ensuring the strategy and content clearly articulate the value proposition• Develop the segment event strategy; partner with the Events and Communications teams to optimize execution and impact• Collaborate closely with the Demand Strategy & Activation team and Lead Development team to align on strategy, definitions, targets, reporting views, and results; partner with the NA Sales team to identify opportunities to accelerate lead conversion• Drive new contact acquisition, contact reactivation, and the generation of Marketing Qualified Leads (MQLs) that convert to Sales Qualified Opportunities (SQOs), pipeline, and revenue through effective marketing programs• Enable direct and channel sales teams with audience insights, campaign strategies, and collateral to support go-to-market efforts• Educate Sales and Channel partners on marketing opportunities, best practices, and techniques• Cultivate and share segment insights with relevant marketing teams at both NA and WW levels

Education

• Wake Forest University School of Business

  MBA

• High Point University

  Bachelor of Science (BS)