Elizabeth Becklin

Owner - Brand Strategy & Marketing Consultant
LionsHeart LLC
09/2024 - Current
Blaine, MN
- Led brand strategy, product portfolio management, reporting and analytics, digital and integrated marketing consulting services to B2B clients

Marketing Communications Associate Director - Animal Nutrition
Cargill
01/2020 - 09/2024
Wayzata, MN
- Directed marketing communications, marketing operations, and digital marketing teams.
- Led integrated marketing communications for consumer packaged goods and business to business brand management, integrated marketing communications, product launch strategy, content development strategy, and all marketing operations.
- Led remote team of 18 in developing integrated B2B/B2C campaigns across digital, social, and traditional media in U.S. & Canada.
- Managed the brand strategy and creative vision for five B2C brands and three B2B brands, including brand purpose and positioning, alignment to customer targets, full funnel consumer journey, and brand expression. Improved key metrics by 10% and reduced costs by 10% in first year.
- Boosted engagement and conversion rates by 20% through optimizing messaging and content strategy.
- Managed an $8 million marketing budget, optimized for return on investment and strategic alignment. Negotiated and managed vendor contracts with 50 agency partners.
- Reduced marketing costs by 15% through strategic partnerships and vendor negotiations.
- Led team project portfolio of 30 integrated campaigns per year.
- Developed Access database to track marketing budgets, campaign spend, and digital marketing metrics.
- Drove assessment & implementation of digital marketing technology stack and marketing workflow tools.

Marketing Communications Manager - Consumer Packaged Goods Pet & Lifestyle Animal Segment
Cargill
08/2013 - 01/2020
Wayzata, MN
- Led eight-person national marketing communication team responsible for brand management, consumer marketing campaigns, and product launches in the lifestyle animal consumer segments including dogs, cats, horses, and backyard chickens.
- Repositioned and refreshed the Nutrena brand of packaged lifestyle feed resulting in an increase of 35% annual sales and 10 points of awareness in 3 years.
- Directed the launch of ProElite ultra-premium brand of equine feeds resulting in 25 pts of brand awareness in 1 year.
- Developed and managed influencer strategies to amplify brand messaging and reach new audiences within the lifestyle animal segment.
- Analyzed market trends and consumer insights to optimize marketing strategies, drive product innovation, and foster brand loyalty among lifestyles consumers.
- Partnered with retail and e-commerce customers to create omni-channel brand experiences online & in-store.

Global Digital Marketing & Communications Manager
Cargill
02/2011 - 01/2013
Wayzata, MN
- Provided leadership and expertise for Cargill's global feed business across 24 countries in website design, content marketing strategy, e-mail marketing, user experience, e-commerce, mobile marketing, social media, blogging, search engine optimization (SEO), search engine marketing (SEM), and direct marketing tactics.
- Selected as member of the communications team responsible for developing the communication strategy and approach for $4 Billion global acquisition, integrating over 7,000 employees in 23 countries.
- Directed internal and external organization communication strategy including PR, crisis communications, and internal communications.
- Directed change management, communications, and education to support the acquisition and integration.
- Served as communication advisor to C-suite level leadership including key message development, speech writing, and presentation development for internal and external audiences.

Digital Marketing Manager
Cargill
09/2008 - 01/2011
Wayzata, MN

Global Marketing Specialist
Cargill
01/2004 - 01/2008
Wayzata, MN

Marketing Assistant - Animal Nutrition
Cargill
06/2001 - 01/2004
Wayzata, MN
 

Bachelor of Arts (BA) Marketing & Innovation Management
Concordia University
- 2008

Project Management Certification
George Washington University
- 2010

Master of Business Administration (MBA)
Concordia University
- 2013

Digital Marketing Strategy Certification
Kellogg School of Management, Northwestern University
01/ - 2022
- Digital Marketing Strategy Data, Automation, AI, & Analytics