Creative leader. Storyteller. Problem solver. Relationship builder.
Creating meaningful, measurable & award-winning experiences
Over the last 20 years and 50+ award wins, I’ve directed multi-disciplinary teams of up to 40 people, including strategy, client service, innovation, social, analytics, technology and media while overseeing 12+ discipline-specific creatives, including visual designers, art directors, copywriters, associate creative directors and creative directors.
Growing and leading businesses with over $30MM in total revenue
Grew a single new business project from 400k to an eight-year retained account, generating $5-8MM per year in revenue across nine lines of business within one brand. I've also been a part of the new business team, helping win new clientele across a wide range of verticals.
Building solid client relationships across small and large-scale accounts
Acted as hybrid creative-account-strategic leader who owns client relationships, building strong bonds through trust as well as driving financial conversations to meet client expectations and agency goals.
Testimonials
“There truly is not just one word that describes how valuable Carolyn is to our business. She exemplifies taking a holistic approach to our account – not just coming up with creative, innovative solutions that meet and exceed our goals but really assesses the business as a true partner, a part of your team. She is strategic, innovative, responsive, proactive and most importantly an absolute dream to work with (and we have worked together for over 7 years straight!). Carolyn is a creative marketing strategic wizard!”
“Carolyn is an incredible business partner and strategic leader. Her tenacity, work ethic, smarts, and genuine passion are infectious and inspiring. I would walk into any room with her no matter what we’re facing with confidence, enthusiasm, and ease, knowing she is by my side!”
“Carolyn brings the highest level of inspiration and drive to whatever she touches. She is a wonderful partner that consistently pushes the work to best solve business challenges and find unique opportunities for clients.”
“Carolyn is a creative leader whose passion and drive motivates teams to make outstanding, award-winning work. She’s a true mentor who champions and grows both budding and seasoned talents. ”
“In an industry where self-promotion and chasing money is the norm, Carolyn shows that it’s possible to be damn successful and also an excellent human. Not only is she easily the best boss I ever had, she is also one of my favorite people. ”
“The hardest working woman in the ad business. I’ve seen Caro at nearly every step of her career, from a go-getter art director all the way up to a dominant and multi-talented CD/Strategy/Account Service hybrid.”
EXPERTISE
Art direction background
Brand building strategy and campaign development
Human-centered user experience design, product design and development; including websites, API driven experiences, mobile, app development and marketing
Social media strategy, campaign development and management
Innovation strategy, research refinement, development and creative vision
Standardizing tone & voice, modernizing visual identities
Photoshoot direction, concept to development
Video direction, concept to development
Content strategy and marketing
Multivariate testing & optimizations strategy inclusive of implementation, creative and optimizations
AR/VR/BOTs and Voice technology
Online ordering
Loyalty & CRM strategy
New business strategy
Organic growth, scope approvals, QBRs/SWATs
Resourcing teams based on client needs and team capabilities
Leadership development and mentorship
Shaping agency culture
CLIENT ROSTER
FEATURED WORK
AOR FULL DIGITAL TRANSFORMATION
Allstate.com: The Road To Digital Transformation
From 2013 through 2019, my team rolled out two full website redesigns. This included a complete digital transformation in 2013 and incremental redesign in 2017 with increased personalization methods, multivariate testing and optimization strategies.
RESPONSIVE WEB API EXPERIENCE
Data Drives Reinvention Of Home Protection
Our ultimate goal was to position Allstate as a leader within the home insurance category, creating an interactive data-driven experience that uses nine APIs to generate valuable content to anyone, prospects and Allstate customers alike.
REAL STORIES DRIVES SOCIAL CAMPAIGN
#HeresToFirsts Drives Positive Sentiment
#HeresToFirsts celebrated life’s milestones on social, positioning Allstate as the brand that can help people protect their firsts and every moment in between using real stories through video, 360 video, carousels, canvas ads and more.
ALEXA SKILL
Leading The Category In Voice Technology
We created a first in the insurance category: Allstate Good Hacks, an Alexa skill that capitalizes on emerging voice technology to bring Allstate’s valuable expertise to life and enhance their position as an innovative brand.
IOS APP
Built using agile sprints and product focus design, our Allstate’s QuickTrip iOS app is a brand-defining utility, exemplifying just one of the many ways the company helps provide everyday value in people’s lives beyond an insurance policy.
RESPONSIVE WEBSITE REDESIGN
Late 2018, we helped Austin’s iconic Torchy’s Tacos modernize themselves in the digital space while maintaining their authentic style.
SOCIAL CAMPAIGN
Motorcycle Campaign Drives 472% Increase In Engagements
Allstate’s Motorcycle Facebook presence had a less-than-desired engagement and reach. We delivered a social content series including video, carousel, and canvas ads that celebrated the unique culture of this passionate group—and increased engagement and reach by 500% in just six weeks.
CORPORATE RESPONSIBILITY REDESIGN
Delivering On The Good Hands Promise
We showed how Allstate delivers on their Good Hands Promise through an interactive, parallax scrolling website.
Resume
Carolyn Connolly
Austin, TX
512-917-5992
carolyn.malerba@gmail.com
Experience
Innovative and highly experienced senior leader, brand building storyteller, and creative problem solver committed to addressing business challenges and leading teams to profitability.
Senior Director, Head of Brand Experience
Restore Hyper Wellness®
2021 to present
In 2021, I joined Restore Hyper Wellness® as Head of Brand to oversee all Creative, Content, Events and Project Management for the full system, including franchisees.
Selected Contributions
Built a world-class creative and content team that drove the evolution from a start-up brand to a nationally recognized leader in the Health & Wellness category
Creative lead for upper funnel awareness brand-building campaigns alongside net-new ambassador and influencer campaigns
Helped create net-new content & social strategies leading to a 51% audience growth, 4,250% increase in engagement, and over 20,000% increase in video views while leading the brands first podcast strategy through development
Product owner of the digital ecosystem, helped lead teams through a digital evolution of restore.com, and the development of the brands upcoming customer app
Owner of the annual franchise StoreRe Conference with over 400 attendees
Recently recognized as a OMMA Awards Finalist for Online Marketing Excellence in Pharma/Health/Wellness Campaign.
Vice President, Creative Director
Rain the Growth Agency
2020 to 2021
Rain the Growth Agency is a leading independent, direct-to-consumer performance advertising agency. As VP, Creative Director, I was brought in to elevate and expand the agency's digital capabilities while using my leadership experience to up-level the teams digital work. Joining remotely from Austin, Texas, I utilized my extensive agency experience to dominate an increasing share of marketing investment amongst the agency's portfolio of clients.
Selected Contributions:
Established extensive efficiencies across departments with outstanding results to help grow the agencies digital practice
A leading contributor to new business team, helping redefine how media and creative integrate for optimal performance
Drove internal structural departmental practices and instituted a wide range of initiatives to help define our offerings, elevate the work and scale a new coaching and mentoring process for the teams
Group Creative Director
T3 Austin (Now Material)
2017 to 2020
Lead multiple, high-profile accounts or lines of business simultaneously valued between $5M and $15M worth of gross income. Strengthen relationships with clients, creative directors, and executive leaders to maximize business growth and streamline operational productivity. Manage data analytics and modernize media operations to produce maximum levels of growth. Accountable for creative development and client satisfaction. Roll out coaching plans targeted specifically toward direct reports to ensure team members have a positive work experience and deliver strong results.
Selected Contributions:
Successfully improved profits and efficiency with outstanding results with lead accounts while consistently exceeding agency organic growth goals year-over-year.
Serve as leading contributor to new business team to enhance agency roster.
Earned numerous awards from OMMA, Shorty, AAA, and Webby’s for strong creative support to prominent clients including Allstate, JP Morgan Chase, Marriott Hotels & Resorts, HBO, UPS, Dell, and MTV.
Expertly manage creative work process through CDs and ACDs to exceed needs while identifying opportunities to maximize growth
Deliver unprecedented caliber of creative designs that impress clients and prompt achievement of core performance goals.
Creative Director
T3 Austin
2014 to 2016
Developed and managed strategic programs that improved new ideation and proved client-specific support. Inspired teams through hands-on leadership and actively mentored team throughout process changes. Produced quality solutions for individual clients and optimized resource planning. Improved agency culture and implemented outstanding solutions for each client.
Selected Contributions:
Effectively oversaw financial health of accounts and coordinated activities that balanced both creative goals and financial needs.
Rolled out strong staffing plans and strategically contributed to agency recognition through comprehensive public outreach initiatives including portfolio reviews, speaking engagements, and conferences.
Ensured development of a professional climate in which team members felt supported and encouraged to produce effective work.
Optimized mentorship protocols and implemented plans to drive diversity and inclusion.
Associate Creative Director
T3 NYC
2009 to 2013
Senior Art Director
T3 NYC
2006 to 2009
Art Director
1996 to 2003
T3, Garden.com, ProSoftTraining, Stage Stores, Inc, Freelance
Education
B.S. Arts & Technology
Southwest Texas State University (Texas State University)
1991 to 1996
Attributes
Tenacious
Empathetic
Passionate
Perfectionist
Communicative
Collaborative
Awards & Recognition
My work has been recognized with honors from over 50 awards shows including OMMA, Webby Awards, national and local American Advertising Awards, Shorty Awards, as well as a Google Case Study and campaign highlight in Adweek. My previous client experience also includes JP Morgan Chase, Marriott, Torchy’s Tacos, Ritz-Carlton, Marimekko, HBO, Cisco, MTV, Paramount, UPS and Dell.
Over the last 12 years, I’ve taken an active role in shaping agency corporate culture and have attended the 3% Conference in New York and Chicago since 2016.
References
Leadership
Jennifer Mollo
President, Global Client Leadership at Wunderman Thompson Austin
512-947-7926
Amber Guild
CEO, McCann NY
917-225-5473
Taylor Hight
Partner at Material
512-297-7378
Hayden Lockaby
VP, Strategy & Growth at Red Velvet Events
917-572-3912
Client
Elizabeth Schreier
Director, Digital Consumer Engagement at Allstate
847-682-2619
Direct Report
Ashley Lapin
Founder, Current Forward
646-704-2218
Contact
