Anita Macdonald

Account Director

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  • LevelSenior
  • LocationLondon, United Kingdom
  • AvailabilityLocked Pro Plan feature
  • ProfessionsBrand Management - Brand Consultant - Account Director

About me

I am an experienced Account Director with expertise in project management, brand strategy and marketing. I have a track record of developing strong distinctive brands, providing them with a secure strategic foundation through basing recommendations on detailed research and creating relevant brand identities that ensure standout in their marketplace. To further enhance brand awareness I develop effective cross-media campaigns throughout the customer journey that preserve audience loyalty and increase engagement.

Skills

  • Account Manager/project Manager Client Facing
  • Brand Positioning
  • Brand Architectue
  • Brand Identity Development
  • Brand Audit
  • Clear Understanding of Brand and Target Audience
  • Customer Journeys
  • Managing Photoshoots
  • 5+ Years Experience Project Managing
  • Print Management

Work history

Currently

Account Director

Rufus Leonard

Mar 2017
  • London, United Kingdom
  • Freelance
  • A 3 month contract stepping in to support on multiple large branding projects for clients including Lloyd’s of London, Lloyds Banking Group and UK Finance. Role required providing strategic direction, advising on sub-brand development, creating new brand identities and implementation / roll-out planning.

2017

Head of Brand

ThinkersHQ

Apr 2013 - Mar 2017
  • London, United Kingdom
  • Full Time
  • Responsible for the strategic & creative brand development of 12 start-up businesses. Lifestyle brands include: 155 Bar & Kitchen, Clerkenwell London (concept store), The Well (spa) and Tree Couture (bespoke wooden furniture). Service companies cover events, PR, photography, training and recruitment. My responsibilities include: • Managing my team of two account managers & three designers • Undertaking competitor analysis • Identifying business USPs • Profiling audiences and outlining brand personas • Creating mission statements & brand values • Writing brand positioning statements • Managing the creation of brand identities • Planning the launch and roll-out of new brands • Mapping customer journeys & identifying touch points • Developing on & offline communications • Creating effective and consistent marketing campaigns • Ensuring maximum brand awareness

2013

Senior Project Manager

Brandworkz

Nov 2012 - Mar 2013
  • London, United Kingdom
  • Freelance
  • Managing front- and back-end developers and graphic designers for the creation and delivery of brand management websites. Clients included Silicon Valley Bank & Charles Schwab Investment Bank

2011

Global Brand Manager

HSBC Private Bank

Oct 2009 - Dec 2011
  • London, United Kingdom
  • Full Time
  • Moving client-side for the first time where I was responsible for: • The development and global roll out of all brand projects within the business • Chairing the global Brand Champions forum of 30 attendees fortnightly • Developing a broad range of brand guidelines from literature to photography • Managing multiple photoshoots across Asia, S & N America and Europe

2009

Account Director

UffindellWest

Apr 2009 - Oct 2009
  • London, United Kingdom
  • Freelance
  • Managing a range of branding projects for clients including Standard Life, AON, Royal Bank of Scotland, Corus, Sage and Aromatherapy Associates.

2001

Account Executive

Brand Union

Jun 2006 - Mar 2001
  • London, United Kingdom
  • Full Time
  • This is where I cut my teeth in branding, mentored by industry heavyweights Charles Trevail, John Mathers and Dave Allen who I still owe a debt. My main clients were: • SEAT: A complete rebrand over 3 years including brand book and identity guidelines, sub-brand development, signage, motorshow stand design, internal and external corporate communications and showroom design. • Arthur Andersen: An 18 month rebranding programme during which I co-ordinated a team of 20 to develop a brand management extranet site, signage to prototype stage, marketing materials and the design and roll out of launch events. • Co-operative Wholesale Society: This was the creation of a new brand for 260 country-wide ‘Market Town’ stores during which I project managed the redesign of store layouts, all related marketing materials and development of identity guidelines, resulting in the final build of four prototype stores. • BP: This project required an understanding of BP’s ‘actual’ and ‘aspirational’ brand where I co-ordinating a team to undertake 130 interviews worldwide, then provided a detailed findings report. This was then summarised through a new internal brand theme called “Positive Energy” which was designed and rolled out globally with supporting materials and launch activities.

2007

Account Director

Interbrand

Apr 2005 - Sep 2007
  • New York, United States
  • Full Time
  • Initially nine months in their New York office, developed into running the London division of their digital brand management arm BrandWizard. Clients included Mercedes-Benz, Barclays, Maersk and Rio Tinto. Responsibilities included: • Managing the delivery of digital asset management multi-lingual websites • Running needs analysis sessions • Writing technical specifications • Creating information architectures • Developing bespoke solutions with programmers for web content management, template automation, workflow systems and e-commerce requirements • Liasing with multiple creative teams ensuring a robust identity system was being developed and communicated

2005

Account Director

Brand Environment (Be)

Sep 2004 - Feb 2005
  • London, United Kingdom
  • Freelance
  • Managing a range of branding projects for Lloyds TSB and Harvester Restaurants.

2003

Senior Account Manager

Fitch

Mar 2001 - May 2003
  • London, United Kingdom
  • Full Time
  • I made the move to Fitch in order to increase my experience in retail branding. In this role I was the primary day to day contact with each client, managing planners, interior and graphic design teams. I was also responsible for writing proposals and partaking in client pitches for new business. My main projects were: • Belgian Post: The creation and implementation of a new retail format over two years to restructure and modernise the post office outlets. • Park N Shop: The redesign of the Hong Kong supermarket format including creation of in-store sub-brands and expansion of aspirational product ranges. • Virgin Trains: New packaging design for their full range of on-board refreshments.

Education

1994

B A (honours: 2:1

University of Northampton

Sep 1991 - Jun 1994
  • Northampton, United Kingdom
  • English & Drama

1991

3 A Levels

Peter Symonds College

Sep 1989 - Jun 1991
  • Winchester, United Kingdom
  • English, Business Studies & Geography