RESUME 

Mallory Woodrow

Award-winning advertising leader with 15+ years of experience in brand storytelling, content strategy + production, and media across fortune 100 brands, agency, and start-up. Responsible for brand strategic voice, go to market plans. Published author and contributing writer.  Cannes Lion Advertising Winner. Automotive, retail, CPG.

EXPERIENCE                     
June 2025-Current                                                  Publicis Collective                                         Birmingham, MI
Director, Content – The Coca-Cola Company
  • Creative production and partnership strategy for The Coca-Cola Company
    • Contract negotiations, value assessment, concepting and creative execution
  • Tactical recommendations, creative strategy, and creative production for Coca-Cola, Diet Coke, Sprite, Fanta, Mr. Pibb, smartwater, Gold Peak, vitaminwater, Topo Chico, Minute Maid, Simply brands, and cross-portfolio products
November 2023 – May 2025                      GMC Advertising                                             Warren, MI
GMC Website & CX Manager, Performance Marketing
  • Led truck and EV content strategy and UX for #1 JDP Ranked website GMC.com
  • Managed GMC non-media/media budget of $50M
  • Led internal and extended team of 10 on website content optimization and maintenance including shopping tools, SEO, and video/immersive content 
  • Oversaw test and learn, media linking strategies, and targeted media optimization to drive research and shopping outcomes
    • Drove 10% lift in lead completion MoM since implementation of new form styling
    • Increased #1 page EV segment rankings by 65% since YoY 
January 2022 – November 2023             Buick Advertising                                            Detroit, MI
Buick Strategy & Content Advertising Manager
  • Established Buick as most popular mainstream brand upon female buyers
  • Oversaw new Buick Visual Identity and badge/logo update including brand research, strategy, and implementation that contributed to a 63% increase in Buick sales
    • Contributed to Buick's market share increase from 0.8% in 2022 to 1.6% in the first quarter of 2025, contributing to GM’s profit of $15 billion
  • Development of 2022 March Madness campaign #SeeHerGreatness awarded Cannes Lions Award for Corporate Responsibility and drove purchase consideration (2x during run period)
  • Oversaw brand strategy and content development for the Buick brand including vehicle and campaign launches and always-on for broadcast television, digital, social, CRM, experiential, partnerships, and branded entertainment
  • Led Reese Witherspoon’s media company Hello Sunshine contract negotiations and talent agreement valued at 570.9M in ad spend
  • Managed team of 4 and led seven agencies of record
September 2015-January 2022         Buick Advertising – General Motors                                     Detroit, MI
Social, CRM, & In-Vehicle Technology Lead, Buick Advertising | Assistant Advertising Manager, Buick
  • Awarded Best Individual Contributor for General Motors for Buick brand content marketing innovations in 2022 (Out of 500 submissions company wide)
  • SOCIAL: Oversaw Buick social advertising initiatives including paid social, always-on content development, retail, real-time, and campaign-specific programs including
    • Industry-first Snapchat Retail that drove 2.5x Snapchat benchmarks
    • Partnered with Pinterest to develop first-of-its kind Removable Pins for legal compliance and platform-specific content saw 47% higher view rates compared to overall Pinterest benchmark (automotive-first)
    • Big Little Lies integration with Buick Little Live after show showed a 10% lift in Brand for Me and saw Buick’s higher ever view rate in paid Twitter (55%)   
    • Led social and digital extensions for 2016 and 2017 Super Bowl ads, garnering the highest Twitter promoted video performance of any Super Bowl related content, 87% higher than Automotive benchmarks
    • Lead 2016-2918 NCAA March Madness social extensions including Tik Tok execution that generated 5 billion views (trended higher than #MarchMadness on TikTok)
  • CRM/LIFECYCLE MANAGEMENT: Acted as strategic subject matter expert for Buick Customer Relationship Management (CRM) and Consumer Lifecycle Management (CLM) including owner onboarding, loyalty program oversight, editorial content development, and owner retention
  • IN-VEHICLE TECHNOLOGY: Day-to-day lead for development and launch of in-vehicle tech partnerships, including launch of Reese’s Book Club In-Vehicle App in collaboration with Reese Witherspoon’s production company Hello Sunshine
  • CO-MARKETING: Mass awareness co-marketing campaign with industry-first Amazon Alexa set benchmark for custom utterances (60,000) and had a breakthrough of 2x compared to competitive set during run period
Jan 2014-September 2015                 Aquent at General Motors                             Detroit, MI
Assistant Manager, Chevrolet Digital & Social Advertising
  • SOCIAL: Acted as voice of Chevrolet and oversaw Chevrolet’s social media strategy including respective elements of social/brand channel management, social creative, launch campaigns, and paid influencers
  • DIGITAL MEDIA & WEB: Developed and executed holistic digital advertising plans for electric and crossover vehicles including web, paid search, in-market, OLA, and performance-based media 
  • ONSITE ACTIVATIONS: Acted as SME for digital and social integration into brand onsite activations including SXSW, CMA Fest, Hangout Fest, and MLB All-Star Games
May 2012-January 2014           The Daily Muse                              New York City, New York              
Contributing Writer, Online Marketing
  • Author articles for syndication on publications such as Forbes, ForbesWoman, and Mashable
March 2012-January 2014                         Enlighten Agency                                    Ann Arbor, MI     
Social Marketing Manager: Account, Copywriter, Strategist, and Photographer
  • Acted as strategic social marketing lead and voice for Jergens Skincare, Jergens Natural Glow, Curél Skincare, Bioré Skincare, Ban Deodorant, Childtime, La Petite Academy, Tutor Time, and John Frieda Hair Care including copywriting and creative art direction
  • Developed social strategic plans for Jimmy John's, Johnson & Johnson, Learning Care Group, and Presbyterian Health System
May 2011-December 2013           Entrepreneur Magazine                                     Irvine, CA
Contributing Writer, Social Media and Technology 

September 2010-March 2012          Netvantage Marketing                       East Lansing, MI
Digital Strategist, Digital & Social Director
  • Strategic digital client lead for DTE Energy, Gordon Food Services, and LiquidWeb on social, paid search, and search engine optimization (SEO) campaigns
May 2009-December 2010               GiftZip.com                                                           East Lansing, MI
Director of Media Relations, VP Marketing
  • Acted as digital, social and PR lead for four-person eCommerce and eGift card start-up that was acquired by global gift firm 
May 2007-May 2009           William Beaumont Hospital                         Royal Oak, MI
Assistant to the Director of Employee Programs, Employment Assistant

PUBLICATIONS 
"5 Better Ways to Network on Twitter & LinkedIn” 
Mashable. October 2, 2012, 

"6 Things We Can Learn About Addicting Content from TFLN” 
ForbesWoman. March 29th, 2012

"Social Control" 
Entrepreneur Magazine Sept. 2011: 62-63. 

EDUCATION
Albion College                                                                            Albion, MI
Bachelor of Liberal Arts Degree | Major: Political Science, Minors: English, Economics and Management