Senior Marketing Strategist | Educator | Business Developer
Over 15 years of experience building global FMCG brands in multicultural, diverse markets. Collaborative professional with an entrepreneurial spirit and a passion for marketing communication, consumer insights, education & training. Versatile, creative, decisive leader bringing expertise in brand development, consumer engagement and multichannel marketing excellence.
Karen Crichlow-Thomas
SENIOR MARKETING STRATEGIST
Phone:
(786) 784-3456
Email:
Address:
Orlando, FL
EXPERTISE
TEAM LEADERSHIP
Experienced in leading and inspiring high-performance teams to achieve aggressive targets, fostering a culture of collaboration, creativity and excellence. Effective communicator comfortable engaging with both internal and external audiences.
MARKETING STRATEGY
Skillful at crafting dynamic marketing strategies that resonate with diverse consumer segments, driving brand growth and expanding market opportunities. Proven expertise in successfully managing and revitalizing established brands.
RESEARCH & DATA ANALYTICS
Demonstrated expertise in research methodologies and analysis techniques. Adept at leveraging consumer insights to craft engaging brand narratives and to enhance brand positioning.
DIGITAL MARKETING
Proficient in digital marketing techniques aimed at improving SEO, driving traffic, increasing conversions, enhancing engagement, and maximizing ROI. Experienced in content creation, email marketing, and website design.
TRAINING & DEVELOPMENT
Designed and implemented effective educational programs to boost student learning. Created engaging materials and conducted impactful sessions that improved performance at both undergraduate and graduate levels.
P&L MANAGEMENT
Proficient in overseeing and managing divisional P&L, possessing a deep understanding of financial performance, responsibility and accountability.
EXPERIENCE
Oct 2022 - PRESENT
Divisional Manager
ALSTONS MARKETING COMPANY LTD.
Strategic Marketing and P&L oversight for Consumer Products 2 & Cold Chain Divisions
· Delivered 8% revenue growth through targeted marketing
strategies and enhancing brand equity for leading global brands
such as Frito-Lay, Reckitt & Brunswick.
· Awarded 2023 PepsiCo Caribbean team awards for Operational
Model Adherence, and Perfect Store Transformation; and 2023 #2
worldwide sales of Brunswick.
Oct 2018 - Sep 2022
Business Unit Head
ALSTONS MARKETING COMPANY LTD.
Marketing Strategy and Team management of Foods 2 Business Unit
· Increased overall performance by developing and implementing
strategic business plans.
· Grew Frito-Lay by 52% over 4 years through effective marketing
strategies.
· Produced 67% growth in first 2 months of pandemic by evaluating
potential risks, pivoting and successfully implementing mitigation
strategies.
Oct 2012 - May 2023
THE UNIVERSITY OF THE WEST INDIES (UWI)
Adjunct Lecturer
Course Instructor and Course Developer for undergraduate and graduate programs
· Lectured graduate courses and facilitated workshops for the UWI
Arthur Lok Jack Graduate School of Business and The UWI Open
Campus. Courses: Customer Relationship Management,
Integrated Marketing Communication, Market Research,
Marketing Strategy and more.
· Developed curriculum and assessment plans contributing to
improved learning and student performance.
Mar 2005 - Sep 2018
Managing Director
AK INSIGHTS LTD.
New Business Development and Marketing Strategist for Consumer Insights start-up
· Co-founded start-up specializing in consumer insights, mystery
shopping, direct marketing, and event management, increasing
sales by 377% over 3-year period.
· Expanded the business to 22 multi-cultural, diverse countries
through lead generation and leveraging regional networks.
Mar 1997 - Feb 2004
Marketing Manager
UNILEVER CARIBBEAN
Marketing Strategy and Team management of Home Care & Foods categories
· Developed and successfully implemented marketing strategies in
20 multi-lingual, multi-cultural, economically diverse markets.
· Pioneered company's first integrated marketing campaign.
· Led Innovation Process Management team to Gold accreditation.
EDUCATION
2006-2009
Executive Masters of Business Administation
2014-2016
Postgraduate Certificate in Authentic Business Education
The University of the West Indies (ALJGSB)
Graduated with Distinction and the Director's Award
The University of the West Indies (ALJGSB)
Certification in Authentic Business Education for higher learning
CERTIFICATIONS
Sept 2023
Agile Leadership
July 2021
Professional Certified Marketer PCM in Digital Marketing
University of Colorado (Coursera)
Certification in Agile methodologies
American Marketing Association / DMI
Joint certification in digital marketing from the AMA and Digital Marketing Institute
SKILLS
PROFESSIONAL
Leadership
Marketing Strategy
Digital Marketing
Communication
Market Research
Data Analytics
Project Management
Education, Training & Development
P&L Management
Agile Methodologies
TECHNICAL
MS Office Suite
Power BI
MS Dynamics 365
Slack
Jira
Google Analytics
HubSpot
Adobe Photoshop
Canva
Wix
Moodle
PORTFOLIO
