Diamond Brand Amplification

I work with companies and organizations to design and implement new strategies to better engage their customers and target audiences. I identify where pivots will help them to better showcase and utilize their assets, offerings, and resources in order to achieve their objectives.

Chief Brand Manager

UCLA Anderson School of Management

Develop and implement strategy to provide value to global network of 42K+ alumni. Design programming and events that support lifelong learning, provide unique and impactful engagement opportunities, and facilitate networking and connectivity.

Director Alumni Programming and Events

Creative Artists Agency

Partnered with brands to utilize entertainment as marketing strategy. Represented CAA clients to corporations for innovative opportunities to amplify brand messages. Served as subject matter expert for multicultural segments.  Identified and packaged multi-platform integrated marketing initiatives for corporate brands such as Harley-Davidson, Smirnoff, and American Airlines.

-   Led Harley-Davidson through development and production of documentary film focused on Hispanic  male Harley riders. Aired on Mun2 and was distributed through NBC Universal On Demand and on  iTunes
-   Worked with ad agency and Diageo to package a TV show, Master of the Mix, for Smirnoff brand.   Guided ad agency through production company and showrunner selection process. Show aired for two seasons on BET/Centric, and one season on VH1.
-   Negotiated deal for writer/director client to serve as primary content provider for, and face and voice of American Airline’s digital campaign and brand website, BlackAtlas.com.
-   Developed branded content for distribution through various channels.

Brand Agent/ Entertainment Marketing Executive

Bank of America (formerly Countrywide)

Drove 1.2% increase in market share overall through development and implementation of marketing and advertising campaigns targeting Hispanic, African American and Asian segments. Designed and implemented television, radio, print, online and lifestyle marketing/ sponsorship campaigns.

-   Partnered with Telemundo to develop and implement TV and online, educational-focused integrated   
    campaign.
-   Developed 2006 Soccer World Cup national radio and online campaign. 
-   Managed the advertising agency relationships including agency review and selection, budgeting and 
    contract administration. Managed 3 ad agencies, 1 PR firm and 1 market research firm.

First VP, Multicultural Marketing

BASE International LLC

Provided marketing and operational assistance to help clients improve efficiency and profitability.
-  Streamlined client communication process for a national flower wire network. Implemented a new  strategy for trade advertising and public relations.

Vice President

Mattel

Assessed the strengths and weaknesses of a custom-developed customer relationship management system and led the development of tools to facilitate data mining and the process to analyze customer data in order to market more effectively to customers. Resulted in more effective marketing campaigns for email, direct mail and at point of sale.

Marketing Consultant

Deloitte & Touche

Held marketing and business development responsibilities for service line focused on helping clients mitigate the risks associated with complex projects.

Manager

eToys.com

Led cross-functional team of Operations, Customer Service, and Web Design to design and implemented customer-fulfillment projects from web site to warehouse to make order process more efficient.

Senior Product Manager

Arthur Andersen Business Consulting

Served as a Manager in the Entertainment and Hospitality practice, focused on process re-engineering projects facilitated by software implementations.  Also served as knowledge manager for Revenue Enhancement, the service line focused on helping clients improve profitability through improvements in operations and marketing.

Teach For America

Charter Corps Member, LAUSD Teacher, Founder & Editor, Alumni Journal

Queen of the Pivot 👑 I help people leverage their expertise to change to a new industry. Follow me for tips and ideas. DM me your questions!

The world of work is changing and there is no set career path!

I am on a mission to help executives figure out their pivot from “perfectly good jobs” to the role or industry that gets their heart racing when they think about it. 

Some of you are too scared to even think about a change so I promise to provide a bit of inspiration. 

If you are feeling restless or bored after years in your role or industry, you are not crazy. 

But what should you do? 

Make a pivot! 

Not sure where to start? 

I can help. 

Curiosity is my superpower. 
It helps me to identify the unique attributes of people, places, and things. 
I then use these insights to develop strategies that increase one of the desired metrics: 
✅ revenue 
✅ awareness
✅ engagement 

Building marketing expertise allowed me to follow my curiosity across industries and make
multiple career pivots: 

💎 from teaching kindergarten to publishing.
💎 from implementing payroll systems to product management for an ecommerce company 
💎 from the mortgage industry to the entertainment industry 
💎 from employee to entrepreneur to employee
💎 from consulting to education to coaching

Stay in the same industry for decades?
That works for some. 
Not for all. 
Maybe not for you. 

Lacking the confidence to make a successful pivot?
Don’t worry, you can borrow mine. 

The path to a pivot may seem scary, messy, or confusing. 
You need someone to help you figure out where you are going, and then to guide you there. 
You need someone who has been down that path. 

Use my knowledge, insights, and process to figure out the “where” and “how” of your pivot. 

Follow for more! 
DM me your questions about the pivot process! I'm here to help.

Andrea Wade, MBA

People woke up to a text message that they had been laid off, and are in shock and wondering what to do next.

Losing your job suddenly is one thing. Then comes the shock of the 10 page severance agreement. 

The one thing I recommend everyone do if you are laid off:

   - 𝗥𝗲𝗮𝗱 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝗰𝗹𝗼𝘀𝗲𝗹𝘆 𝗯𝗲𝗳𝗼𝗿𝗲 𝘆𝗼𝘂 𝘀𝗶𝗴𝗻 𝗶𝘁.

This may seem obvious but here is why it is so important:

You will realize that your job was a transaction, governed by legalese, to protect the company.

It's business, not personal.

You'll go on to work for other companies.
And how you make decisions will be different.

You will still be a great employee.
But you'll enforce your boundaries.

Or maybe you'll work for yourself.
And you won't be surprised when your employees enforce their boundaries.

Layoffs will change you.
They are a wake up call.

Chose your employers wisely.
And honor your priorities at all times.

What are your suggestions for surviving layoffs?

If you just experienced a layoff, send me a DM with your email address. I'll send you a link to a free community I'm launching with helpful info. 

You don't have to go through this alone. 

Repost and share for those who may need this.

Queen of the Pivot 👑 I help experienced executives navigate industry uncertainty and take control of their professional future.

Covered California

Lead marketing for Covered California, the state of California's healthcare exchange. 
Focused on the strategic pillar of Reaching Californians, the Marketing Division is “unwavering in our pursuit to reach Californians and connect them to comprehensive and affordable coverage.”

Our Marketing Division drives enrollment and retention. Its remit includes research and consumer insights, brand strategy, advertising, media planning, social media, direct-to-consumer communications, and marketing operations. We work closely with our teammates from all Covered California divisions to achieve the organization's strategic goals of maximizing coverage and access to affordable, high-quality, and equitable healthcare for all Californians.

Director, Marketing Division

Kaiser Permanente

Responsible for promoting the Kaiser Permanente brand and growing membership and retention in the two largest regions in the KP footprint - Northern and Southern California. 

Develop and implement full-funnel strategy (i.e., brand advertising, digital, social media, local sponsorships, and performance marketing) to drive acquisition and retention. Collaborate with teams including Communications and Government and Community Relations to grow brand reputation and willingness to consider in an integrated approach featuring paid, earned, and owned media.

Director, National Brand Advertising - California Regional Marketing 

Launched the Integrated Agency Team (IAT) to manage overall relationship with agency partners and facilitate collaboration between agencies and functional teams.

Director, National Brand Advertising - Integrated Agency Team 

Burbank Water & Power

Drive customer engagement and manage all cross-discipline marketing to help Burbank's residential and commercial customers embrace the future. Proven leader and change agent managing internal creative teams, project managers, advertising, digital, and PR agencies, and strategic consultants. 

Track record of delivering successful marketing campaigns, managing portfolios of complex creative and operational projects, and facilitating alignment of key stakeholders including teammates, partner agencies, community members, elected policymakers, and industry peers.

Head of Marketing and Transportation Electrification Programs, Public Information Officer (PIO)

CorePoint 1 Management Consulting

Lead engagements focusing on customer experience (CX), marketing and outreach, business process re-engineering, and program management for utilities including Southern California Edison, Los Angeles Department of Water and Power, and Burbank Water and Power. Subject matter encompasses marketing, customer experience, customer journeys, electric vehicle (EV) customer programs, net energy metering (solar), time-of-use (TOU), and energy conservation programs.

Senior Project Manager

STAGE3 AGENCY

Co-founded creative agency focusing on established and digital media, servicing leading automotive clients including Toyota, Alpine Electronics, and other leading brands. Account director and strategist for Toyota Motor Sales account including Scion, Toyota, and Lexus.

Led business development efforts and spearheaded development of new service offerings including learning and development, digital gamification, and app. development.

Director of Client Services and Strategy

Tri-Mountain

Revitalized a corporate apparel business. Landmark accomplishments included increased sales from $51MM to $70.5MM in three years, the launch of 200 new styles for the 2012 collection, a 15% revenue increase with average gross margins expanding by 5% and improvement of systems and processes across legal, sales, IT, CRM, finance, and forecasting.

Chief Operating Officer

Supervised a merchandising team of nine and led the launch of three new brands. Overhauled corporate identity, improved sales and marketing campaigns, and adopted a consistent brand image that resulted in an overall increase of online orders by 30%, of new leads up to 220%, and year over year revenue growth of 20%.

Vice President of Sales and Marketing

turn3 Creative

Provided graphic and product design services for leading automotive brands including BMW, Mini, Toyota, Scion, Lexus, BMW, Nissan, Infiniti, and the Petersen Automotive Museum as well as for major consumer brands such as Red Bull, Panda Express, Taco Bell, and KAPLAN.

Creative Director

American Racing Equipment, Inc.

Director of Brand Management

Brand Manager

Senior Consultant

I am a mission-driven marketing leader with over 20 years of experience in developing and implementing strategic campaigns, managing complex projects, and aligning diverse stakeholders. At Covered California, I lead a team of highly committed marketers responsible for designing, planning, implementing, and optimizing all marketing efforts for the nation's largest healthcare exchange. 

I am passionate about creating positive social impact through my work. I have a strong interest in sustainability, environmental issues, and the key social determinants of health. I have a master's degree in energy and environmental law and policy, and I have led marketing, customer engagement, and sustainability programs at leading utilities in California. 

I am certified in project management, agile, and scrum. I lead teams in delivering tangible results and developing a culture of innovation.

Posts are my own. 



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