Suzan Briganti
B.A. in Art History from University of Toronto (1981), M.B.A. from Boston University (1984), President at Suzan Briganti Inc. (1996-2000), Strategic Director at Amazon Advertising (2003), President and Founder at Totem Brand Strategy Inc since 2004.
| Headline: | Entrepreneur |
| Website: | http://www.totembrand.com |
| Industries: | Education, Financial, Food and Drink, Health, Lifestyle, Retail, Travel |
| Skills: | Business, Entrepreneurship, Languages, Leadership, Management, Marketing, Public Relations |
| Location: | Silicon Valley |
| Groups: | Silicon Valley Neat Ideas Fair- (SVNIF) SJSU 2009 |
| Interested in: | Advising startups, Brainstorming, Consulting opportunities, Getting press, Meeting new people, Professional opportunities, Providing services to startups |
| Tags: | Innovation, marketing, marketing strategy, product development |
| Schools: | Boston University, University of Toronto |
WORK EXPERIENCE
| Employer: | Totem Brand Strategy Inc. |
| Position: | President and Founder |
| Time period: | January 2004 - Present |
| Description: | — Successfully delivered on critical strategic assignments from category-leading brands
such as Charles Schwab and Torani.; and challenger brands such as Pixim Inc. — Developed proprietary strategic development and innovation process for Totem. |
| Employer: | Amazon Advertising |
| Position: | Strategic Director and New Business Director |
| Time period: | February 2000 - December 2003 |
| Description: | — Created “best practices” in business development, a proprietary strategic process and a vivid brand story for Amazon. These improvements powered a string of new business wins at a rate twice the industry average.
— Led successful pitches for national clients including Procter & Gamble, Kashi (a division of Kellogg) and Philips. Procter & Gamble FemCare work was among three global case studies highlighted by P&G’s CEO. — Led strategy on $100 million win of Intrinsa, a female sexual desire drug, in collaboration with Publicis/New York. |
| Employer: | Suzan Briganti Inc |
| Position: | President |
| Time period: | November 1996 - January 2000 |
| Description: | — Wrote business plan and raised private equity financing for start-up fashion brand.
— Invented system of interchangeable handbags, and patented the design world-wide. — Built sales from zero to nearly $1 million in a year, breaking into major retailers from Nordstrom to Dayton-Hudson, Macy’s to Eaton’s/Canada, and 180 specialty stores. — Generated major press coverage in media from In Style to Cosmo, from ABC News to E Entertainment. — Built an organization of seven employees, including fully digital order processing/logistics system and graphic design studio. |
| Employer: | Amazon Advertising |
| Position: | Strategic Consultant |
| Time period: | October 1995 - September 1996 |
| Description: | — Launched new all-female advertising agency to the press and marketing community,
quickly attracting major clients from Wells Fargo Bank to Harley Davidson. — Led strategic planning for the agency as well as clients including Bay Networks, Collagen Aesthetics, and Urban Decay Cosmetics. — Built network of advocates for Amazon, such as author Tom Peters. Ultimately, Mr. Peters featured Amazon in his best-selling book, The Circle of Innovation, and hired Amazon to make him into a brand. |
| Employer: | Mandelbaum Mooney Ashley |
| Position: | General Manager |
| Time period: | January 1994 - October 1995 |
| Description: | — Led agency work on all clients (Arrow, Seagram Classics, BMG Interactive) overseeing
$30MM in billings and 20 employees. — Oversaw account planning and media as well as account management. — A key player in all agency financial and strategic decisions. — Head of new business development. — Refocused the agency on clients for whom we could do great advertising. — Instilled a more strategic approach to creative development. — Focused agency resources on the people who create advertising, reducing overhead by 25 percent. — Negotiated fee increases on all clients from 25-100 percent. — Won additional assignments from Seagram (Website development and Tessera Wine launch), Arrow (global planning) and BMG (starting with Windham Hill Records, we won the much larger Interactive division as well). — Won High Life repositioning project from Miller Brewing Company. |
| Employer: | Mandelbaum Mooney Ashley |
| Position: | Group Account Director |
| Time period: | January 1993 - December 1994 |
| Description: | — Developed an ownable positioning for the brand expressing Blue Shield's unique heritage, consumer needs and a competitive difference, and sold it through the company.
— Generated record leads with tactical radio and print, outperforming BSC's specialized direct marketing agency. — Steered the agency-Client relationship through eight rounds of client turnover. — Oversaw strategic planning for Blue Shield's senior care product. — Re-directed media planning to achieve increased visibility and ad awareness on a reduced budget. |
| Employer: | Ketchum Advertising, Bank of America |
| Position: | Vice President, Management Supervisor |
| Time period: | June 1990 - December 1992 |
| Description: | — Headed strategic development leading to the Banking on America campaign.
— Increased billings from $20MM to $40MM in two years. — Responsible for all brand advertising in eleven states. — Developed a travelling presentation that brought the spirit of founder, A.P. Giannini, and the creative strategy to life for over 50,000 BofA employees. BofA Chairman Dick Rosenberg embraced the principles as "a way of doing business, not just an ad campaign." — Responsible for all product advertising in California: Investments, Checking, Loans, Versatel. Developed the "Quick Look" statement into a $40MM revenue center. — Won BankAmericard, local, Hispanic and Asian cross-over assignments. — Consulted to BofA's Mergers & Acquisitions Committee on BofA's entry into mutual funds. — First winner of the Don Ashley Award for Excellence in Account Management. |
| Employer: | Ketchum Advertising, Hunt-Wesson Foods |
| Position: | Account Supervisor |
| Time period: | April 1989 - May 1990 |
| Description: | — Led development of new brand campaigns and seven successful new product launches for Orville Redenbacher Popcorn, Wesson Oil, Hunt's Ketchup and Tomato Products.
— Reported to Director of Account Service. |
| Employer: | Ketchum Advertising, Beef Industry Council |
| Position: | Account Executive |
| Time period: | October 1987 - March 1989 |
| Description: | — Managed evolution of the "Real Food for Real People" campaign, Ad Age's "Best Food
Advertising of 1989." |
| Employer: | BBDO Los Angeles |
| Position: | New Business Co-ordinator |
| Time period: | June 1986 - September 1987 |
| Description: | — Helped increase billings by 50 percent, reporting to Director of Client Service. |
EDUCATION
| University: | Boston University |
| Time period: | 1984 |
| Degree: | MBA |
| University: | University of Toronto |
| Time period: | 1981 |
| Degree: | Art History, BA |
