Robyn Conrad

About Robyn Conrad

From Starbucks to Hershey to Michelin, I’ve led strategies that turn global brand power…

Experience

1. Marketing Director

   Michelin

   Sep 2008 — Present · Greenville, SC, US

   BFG – B2C • Led successful launch of second largest product line in NA, BFGoodrich KO3, exceeding volume targets (+49%), with the execution of an impactful integrated consumer marketing campaign.• Conducted consumer research to identify market opportunities & inform strategic decision-making, enhancing brand relevance & driving growth aspirations across key segments.• Collaborated with global marketing teams to ensure brand alignment & consistency, increasing market share and customer engagement.Customer Experience – Global SES• Created robust innovation pipeline, identifying new product dev opportunities & overseeing end-to-end process from concept to market launch.• Led rebranding of Maestro, a new digital service platform, by creating a distinctive brand identity & communications strategy that improved customer engagement and brand recognition.• Managed cross-functional teams across R&D, finance, and supply chain. Led agency partners, resulting in successful launch of Maestro platform.Business Segment Director – NA B2B• Developed & executed 5-yr strategic roadmap, positioning Michelin as a leader in the service & solutions sector.• Leveraged market research & consumer insights to refine strategies and enhance brand value, driving a 130% growth first-year post-launch.Marketing Director – NA Ag• Directed marketing efforts, achieving a 2-point market share increase & strengthening Michelin’s brand presence across NA. Managed & developed 7 direct reports.• Led high-impact testimonial campaign that increased brand perception scores & expanded Michelin’s customer base in ag sector.Sr. Marketing Manager – NA B2C• Managed all marketing communications activities ($45M+ budget). Managed & developed 4 direct reports.• Led development, testing & execution of Michelin global ad campaign. Realized a 10% increase in both Top-of-Mind Awareness and Purchase Intent for Michelin brand vs. PY.

Education

• Columbia Business School

  Digital Marketing Certificate

• Penn State University

  Master of Business Administration - MBA

• Penn State University

  Bachelor of Science