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BARBARA LLULL

Results-focused, strategically- and operationally-minded marketing professional with 20+ years of marketing experience in branding, strategic marketing, digital marketing, product marketing, creative services, integrated marketing, and marketing operations. Consistently rated as “provides exceptional results,” “exceeds” and “role model”; promoted at three different companies; built four new departments; and selected for five new-to-the-organization roles for my ability to impact change.

Barbara Llull, Marketing Executive

ROLES

Mountain Ridge

Sr. Director, Paid Media and Email CoE (GAF)

  • Oversee the strategy, execution and measurement of a $10M+ paid media program.

  • Successfully introduced an annual marketing planning approach for a 100+ person team to ensure marketing is tied to priorities and objectives.

  • Developed new behavior-based training to improve accountability, collaboration, and marketing excellence.

Sr. Director, Integrated Marketing and Email Marketing (GAF)

  • Kept $12M spending on track.

  • Met campaign goals (sign ups, webinar registrations, sales, and leads) for all five strategic campaigns.

  • Achieved best-in-class metrics for multiple audiences.

  • Launched new branding templates to align with brand guidelines for web and email.

Interim VP, Digital Marketing (GAF)

  • Led team of website designers to launch 30+ new webpage layouts and 100+ website updates.

  • Improved paid media performance by spearheading plan to get media tags in place.

  • Transitioned web team to new project management tool, onboarded a new hires, and restructured the analytics department.

Director, Integrated Marketing and Email (GAF)

  • Led all aspects of 360-degree, end-to-end campaign strategy (ideation to delivery to optimization) for all campaigns.  

  • Established new lead-generation approach with gated content.

  • Created new approach to emails to include nurtures and triggers to keep GAF top of mind.

Director of Strategy, Marketing Operations, and Market Research (Philips)

  • Exceeded planning engagement by 12% for company's largest market. 

  • Led discussions to create best-in-class marketing initiatives based on market research.

  • Managed a $25M N.A. marketing budget.

Sr. Manager, Creative Services, Marcom & Brand (Philips)

  • Led in-house Integrated Marketing and Creative Services department of seven remote people and managed 150+ creative development activations and campaign launches a year.

  • Established overall vision, brand strategy, brand story and brand architecture for 10 brands. 

Manager, Brand & Brand Strategy (Philips)

  • Facilitated discussions and negotiated with global colleagues how to create brand strategy, brand architecture, brand guidelines and brand standards for 40 newly-acquired brands.

  • Transitioned 40 independent brands to be an integrated part of Philips portfolio. 

Sr. Manager, End User & Channel Marketing (Philips)

  • Developed regional marketing, promotional and lead-generation strategies.

  • Managed key channel partnerships.

  • Established annual channel marketing plan.

Manager, Product Marketing (Philips)

  • Led cross functional teams for two of company's “Mission Critical” go-to-market plans.

  • Developed market intro process and aligned cross-functional teams to new way of working.

  • Provided direction and managed the innovation roadmap of new products and updates.

Mountain Cliff Hiker

COMPANIES

GAF is a $5B+ manufacturer of roofing materials for the residential and commercial market in the U.S. and Canada. They target homeowners, roofers, facility managers, building owners and architects.

Philips Lighting was a division of Philips and accounted for $2B of sales globally. This is a complex, multi-layered global company. They target contractors, distributors, architects, property managers across a variety of verticals.

Coilhose is a small manufacturing company that builds pneumatic accessories for contractors and DIYers, and is sold through distributors and online retailers.

Stack of Books

EDUCATION

MBA, Marketing

Rutgers University

Degree focused on every aspect of marketing - branding, promotion, advertising, consumer research, measurement, etc. 

B.S., Marketing

College of New Jersey

(Art Minor)

Degree focused on business with a specialization in marketing and a minor in art.

Certificate - Diversity, Equity and Inclusion

University of South Florida

Focused on the essential practices and tools designed to increase employee diversity and to create a business model that embraces equity and inclusion. 

Certificate - Diversity, Equity and Inclusion

American Management Association

Recognize the uniqueness and multidimensional aspects of individual identity, understand biases on a deeper level, and explore behaviors that promote trust. Gain knowledge and tools to help foster a thriving culture.

Certificate, Digital Marketing

Rutgers University

Certification on different marketing channels, execution and measurement in digital marketing.

Certificate, Green Belt Six Sigma

Philips Lighting

Lean Six Sigma Method including competence in subject matters contained within the phases of Define, Measure, Analyze, Improve and Control (DMAIC)

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