Anna Book

Marketing Communications professional with nearly 15 years of B2B and B2C experience in corporate and agency settings, specializing in growing agriculture and food brands, including: Pentair, Land O’Lakes, and Elanco

Content Marketing Lead/Pentair – Minneapolis, MN                                                                         

2021-current

Successfully planned and executed “Automate to Dominate” campaign, a customer-led journey driving education and conversion, contributing to over $10MM in revenue above automation targets (~10% increase). • Developed and executed three highly successful technical webinars with more than 1k registrants, each resulting in approximately 10% marketing qualified leads. • Increased education for the IntelliCenter Pool Control System with a 30% increase in engagement with materials year-over-year by refining key messages and telling a more compelling brand story through dealer testimonials. • Drove a fully integrated campaign for pool dealers to transition to upgraded pumps due to an energy regulation change, using sales data, targeted dealer communications, and driving to tools and support; advertising and PR positioned Pentair as a trusted partner, all translating to more than a 70% transition in sales Y1. 
• Developed differentiating key messages, engaged subject-matter experts, and created stories for product launches such as the IntelliFlo3 pool pump, positioning Pentair as an industry leader through its proprietary technology 
• Leveraged AI tools to develop high volumes of high-quality, compelling content for campaigns, product updates, and webinars. • Managed direct reports, supported their career growth, and contributed to a positive team culture. 
• Nominated and served on the Marketing Trust Team and Pentair Pool Change Champions committees. • Women's Resource Group Communications Lead

Account Supervisor/ Colle McVoy – Minneapolis, MN                                                                               2016- 2021        

Clients: WinField United, Land O’Lakes Foodservice, Land O’Lakes Inc., Vermont Creamery, Elanco                                   

Led and presented strategic communications planning for two years with an audience need-led model to more effectively support the client’s objectives and solve customer problems. • Planned and executed integrated campaigns, including print, broadcast, and digital tactics. • Achieved more than 50 percent lift in website traffic by improving user experience through business consulting, website consolidation, and redesign. • Increased awareness and consideration of tactical performance by 13 percent through an integrated digital campaign, resulting in a trusting partnership and an elevated next year’s plan. • Launched a global branded generic antibiotic for livestock animals, developed strategic messaging, and executed materials.

Freelance Communication Specialist/ Harvest PR & Marketing (now Curious Plot) – Minneapolis, MN  2015-2016       
Clients: Advanced Animal Diagnostics, CHS, USA Pears                                                                          

Distilled scientific information into materials that educated dairy producers about new on-farm diagnostics enabling more precise animal care. •Penned and distributed press releases and established relationships with national and regional ag media. • Provided project management and event planning for promotions, industry and media events.
 • Maintained client and agency social media channels, developed editorial calendars, and crafted engaging content. 

PR Account Manager/ Osborn Barr – Saint Louis, MO

2011-2014

Client: Monsanto Fund - America’s Farmers Grow Communities             

Developed data-driven public relations plan for regional success as a territory expert for Minnesota and Wisconsin. 
• Increased media placements by more than 50 percent by coordinating more than 150 local media events, drafting press releases, and pitching local media. • Increased program awareness through marketing materials and tradeshows. 
• America’s Farmers Mobile Experience tour guide. • Interviewed on camera with TV reporters and radio broadcasters.

2017 M.A., Public Policy and Leadership, University of St. Thomas

2011 B.S., Life Sciences Communication, U.W. Madison