Paul Barthelemy

Creative and insightful marketing leader with proven success and leadership experience across agency and client sides of marketing. Possesses a unique combination of analytical strategy and innate creative ability that brings the science and art of marketing to life through impactful campaigns that drive business goals, KPIs, revenue and brand relevance. Versatile branding expert adept in positioning, architecture, guidelines, and design for application both externally and internally. Qualified to develop integrated, 360° marketing programs that grow brand awareness, drive web traffic, garner social media mentions, increase organic search results, and develop and grow qualified sales leads.

Northwestern Mutual – Milwaukee, WI                                     2011 - 2023

Senior Director, Brand Management & Advertising 

Oversaw and steered the development, management, and governance of brand strategy, positioning, and messaging for the umbrella brand and subsidiary units. Managed consumer advertising, agency agreements, marketing budgets, and provided strategic counsel for creative development and brand health tracking. Accountable for budget $6M+.

• Revitalized brand identity by leading a unified rebranding initiative. Aligned messaging, revamped collateral, and oversaw internal/external design teams for a cohesive brand presence across the enterprise.
• Elevated company’s media presence through strategic partnerships with strategic external partners. Led co-branding guidelines, activations, and implementation, yielding a +16% increase in lead brand KPI.
• Owned strategy and development of Rose Bowl marketing sponsorship extensions, which amplified the sponsorship presence and impact, while garnering awards in 5 of 6 years and resulting in increased brand recognition.
• Led highly successful 2018 “Spend Your Life Living” marketing campaign, a 360-campaign surpassing KPIs with +16% YoY search, +84% YoY visitors, and +400% YoY sales leads. Reduced costs and improved metrics across channels.
• Led launch of refined brand identity guidelines to coincide with 2018 launch, and served as lead governance and cross-functional counsel to partners inside and outside enterprise. Guidelines still in use today. 
• Drove improvement and launched 2019 “American Dream” marketing campaign, leading to + 64% YoY digital leads and a 50% reduction in the cost per lead.
• Developed and launched powerful and successful 2020 marketing campaign in response to the pandemic, featuring client testimonials. Achieved third consecutive campaign growth with +37% YoY digital leads, +47% YoY female leads, 97% positive-neutral sentiment, 70M+ reach, and +101% field mentions.
• Led post-COVID 2022 “The Great Realization” marketing campaign, securing a fourth consecutive year of growth by utilizing a comprehensive 360 approach, including TV, media partnerships, digital, and a groundbreaking recruiting video resulting in +21% awareness, +7,403% brand social engagement, +79% field social engagement, +46% web traffic, +10% leads, +121% earned media impressions vs goal, and recruiting increases of +1,229%YoY web traffic and +51% YoY applications.
• Elevated the brand perception in the financial services space and transformed the brand architecture with the launch of company’s Private Client Group's brand strategy, positioning, identity guidelines and full-funnel advisor marketing materials.
• Unified brand presence across corporate mission, programs, etc., fostering alignment and coherence.

KOHLER Company – Kohler, WI                                              2010 - 2011

Manager global Power Group Communications

Drove integrated brand development and account planning for Global Power Group communications, encompassing KOHLER Power Systems, KOHLER Engines, and KOHLER Rental Power. Directed the brand architecture and relationships across B2B and B2C. Accountable for $8.5M budget.

• Led and supervised an account team by directing the development of traditional and digital media, creative assets, collateral, dealer marketing materials, public relations, tradeshows, and sponsorships.
• Achieved collaborative success by spearheading brand development, account planning, consumer awareness strategies, customer satisfaction research, and robust marketing support for dealers and OEMs.
• Revitalized and led brand redesign/architecture for KOHLER Power Systems, KOHLER Rental Power, and Kohler Engines that improved market positioning, visual identity, and overall brand coherence.

STIR Advertising – Milwaukee, WI                                           2005 - 2009

Vice President – Director of Client Services

Led strategic brand development, account planning and overall management of entire roster of B2C and B2B clients. Managed $20M billings.

• Directed and strengthened account service personnel hiring and management, account staffing assignments and management of Agency operations.
• Supervised and managed a team of 20+ for media and creative development, digital, public relations, promotions, and tradeshows.
• Collaborated with an Agency principal across all phases of account planning, market analysis, consumer research, brand development, historical spending analysis, and new business pitches, contributing to effective strategies and successful initiatives.

          EARLY CAREER                                                                          

Group Management Supervisor                               Laughlin / Constable

Brand Supervisor                                                              William Eisner

Account Executive, Assistant Account Executive,
Account Coordinator                                                                       BVK (formerly McDonald-Davis)

University of Michigan, Bachelor of Arts in Communications