Planding Fine Art

I create art that celebrates the ocean and its citizens. Each year I donate a portion of my art sales to marine conservation organizations doing vital work restoring our ocean to health. This is what brings me joy; it is my reason for getting up every day. I hope you'll join me in my mission. Learn more at: https://www.plandingfineart.com/linktree

Fine Artist

Inbound Marketing Squad

A boutique marketing consultancy and services firm focused on helping CEOs position and market high value products and services to increase their sales and profitability. As strategists, we aim to help you make the best use of your resources to dominate a target market where you can win.

We also provide executive coaching and strategic business consultation services to CEOs and CMOs.

Founder & CEO

OverGo Studio, Inc.

I provided strategic business consulting as well as branding, (re-)positioning, messaging, and leadership coaching. I led OverGo's agency team in creating high impact custom marketing plans for SMB  clients in the luxury products and services sector, and oversaw their implementation.

Chief Strategy / Creative Officer

George Mason University, School of Management

Established the School of Management's marketing and brand infrastructure to leapfrog them among the top 50 b-schools in various published national rankings (went from unranked to #70 to #59). Also helped generate interest in premium priced programs (MBA, EMBA, custom executive education, and professional development seminars) and supported fundraising efforts to increase revenue streams. Competitive analysis, rankings analysis, market segmentation, vision, positioning, messaging completed. Formulated first comprehensive integrated marcom plan for the school along with benchmarks, metrics and monitoring mechanisms to continuously improve marketing efforts.

Director, Marketing & Communications

Cabrillo Community College

Marketed Cabrillo College, a community college located in Santa Cruz County—everything from Cabrillo's award-winning Visual and Performing Arts programs to its innovative Digital Bridge Academy, which was recently awarded a $3.5 million grant from the Gates Foundation.

Drove marketing strategies to grow enrollment, increased paid attendance at various events on campus as well as maintaining open relations with elected officials at the county, regional and state levels. Created strong press relationships locally, which increased coverage of Cabrillo in the press and the accuracy and interest in what was reported about it.  

I did some of my finest work at Cabrillo, taking the college through a comprehensive branding process that led to a compelling and relevant brand communications platform with positioning, aligned key messages, an updated brand identity system and a tagline that captures the essence of the Cabrillo experience: Breakthroughs happen here.™ 

The integrated fall 2008 enrollment / repositioning marketing campaign I directed to reinforce the brand communications platform (TV, radio, print, online, direct mail) was so successful, the college achieved its highest enrollment on record (still true today)!

Director, Marketing and Communications

Marketing Clinic

Provided leadership coaching to individuals at all levels in large organizations. Focus on developing and rewarding the behaviors that reinforced the organization's core values and mission.

Head Coach

Resumix

Responsibilities included developing Resumix’s corporate, product and employee communications. Established marcom infrastructure: hired staff, hired essential agencies, directed analyst relationships, and developed all communications policies and procedures. Advised Executive Staff on marketing investment levels for the marcom mix: advertising, public relations, web, and collateral, trade shows, events, packaging, merchandising, etc. Major focus on developing the company’s brand identity, positioning, and messages.

Director of Corporate and Marketing Communications

National Semiconductor

Responsibilities included directing and developing National’s global brand identity and brand communications strategy worldwide. Drove National’s Brand Equity Council, provided expert counsel to senior management on brand communication investment levels. Achievements:  developed brand measurement methodologies and instruments, produced National’s first-ever-global advertising identity standards and brand architecture. Represented National to semiconductor industry marcom council; developed proposal for on-going industry-wide benchmark branding study.

Senior Brand Manager

Apple Computer

I held many positions during my tenure at Apple (WW Communications, K-12 Channel Marketing, Apple USA Marketing Operations, K-12 Developer Co-Marketing). The last one as a senior marketing manager in the WorldWide Corporate Communications group.  I led cross-functional marketing communications teams in developing, executing, and measuring the success of integrated worldwide communications plans for the PowerBook and Enterprise Systems divisions. Evaluated and recommended appropriate communications mix and investment levels; acted as end-user customer advocate; advised product divisions in customer attitudes and preferences research and product positioning; acted as business liaison to Apple Pacific Center and its countries; and assisted the director of worldwide corporate communications with business planning.

Senior Marketing Manager

I create art that celebrates the Ocean and her kids. Learn more about my mission to help protect them and how you can help too: https://www.linktr.ee/plandingfineart

I'd love to hear your feedback and most of all —  tell me what inspires YOU!

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Mary Planding's Linkedin Analytics

Mary Planding

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