Carla Hayes

Experience

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  New Jersey Department of Children & Families

  Dec 2003 - Jan 2007

  Family Service Specialist II

  ● Managed caseload of up to 15 children and prepared foster families for licensure. ● Secured final adoption for 11 children in two years.● Delivered training and coordinated licensure procedures for prospective foster parents.

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  Johnson & Johnson

  Jan 2007 - Jun 2008

  Johnson & Johnson Corporate Communications Fellow

  ● Supported communications for the Corporate Communications and Contributions departments.● Implemented worldwide employee engagement for Johnson & Johnson 2008 Olympic sponsorship.● Designed and executed web-based and traditional surveys to assess effectiveness of communication.

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  Anywhere Real Estate Inc.

  Jan 2008 - Mar 2020

  Parent Company -- Coldwell Banker and ERA

  Promoted 4 times over 12 years for success in B2B and franchisee communications for two global brands, Coldwell Banker and ERA, owned by Anywhere (formerly Realogy), the leading and most integrated provider of residential real estate services in the United States.

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  ERA Franchise Systems LLC

  Jun 2008 - Jan 2015

  ● Ensured consistency of brand identity across marketing, social media and program offerings. ● Created marketing communications plans to support product launches and drive usage. ● Managed creative projects, from concept to roll-out, maintaining brand consistency, meeting timelines and maximizing budgets - using 10 vendors.● Led national rebranding: created ID standards, collateral and approved signage for 700 franchise companies.● Directed social media strategy, calendar and content; established and edited brand blog. ● Refreshed CSR relationship with Muscular Dystrophy Association, leading to continued partnership. Show less

  • Brand Communications Program Manager

    Jan 2011 - Jan 2015

  • Specialist, Public Relations & Communications

    Jun 2008 - Jan 2011
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  Coldwell Banker

  Jan 2015 - Jan 2020

  Developed and executed strategic public relations and thought leadership campaigns to advance executive visibility and brand perception. Created B2B strategy and messaging. Led diversity and inclusion efforts for a global franchise network of 92,000+ members.● Developed strategic core messaging for leadership talk-tracks and brand promotions. ● Created & executed multi-layered strategy for industry events, media relations and digital marketing.● Extended rebrand into 9-month campaign using storytelling and 3-phased PR plan, exceeding goal by 440%.● Positioned executives as industry leaders via media relations, speaking opportunities and articles.● Managed diversity program/partner relationships; secured speaking opportunities and created content.● Leveraged trade media to change brand perception and increased executive visibility resulting in 30+ media interviews, 3,200+ top-tier press hits, and 230% YOY increase in headlines mentioning the brand.● Secured high-profile speaking opportunities and created content to amplify brand story.● Oversaw charitable relationships with Adopt-a-Pet.com and St. Jude Children’s Research Hospital. Show less Led integrated, solutions-oriented marketing communication strategy, industry leadership, and PR for Coldwell Banker and Coldwell Banker Commercial global franchise networks. ● Managed PR agency to earn 2,000+ media placements, 30 media interviews of senior leadership, and 40 speaking opportunities for brand representatives over 18 months. ● Exceeded goals for content performance by 38% for 2018 smart home initiative. ● Created multi-channel marketing communications plans, encompassing digital, email and content strategy, growing conference registration by 300% and exceeding product usage goals in 2017 & 2018.● Two years as host, writer and producer of 80 episodes of video newsletter - https://bit.ly/CBWeeklyCH.● Produced executive communication in support of brand goals – letter, video, script writing, etc. Show less

  • Director, Industry & Public Relations

    Sept 2018 - Jan 2020

  • Director, Marketing Communications

    Dec 2016 - Sept 2018

  • Sr. Manager, Marketing Communications

    Jan 2015 - Dec 2016
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  Tech for Campaigns

  Jun 2020 - Nov 2020

  State Director

  Guided 30+ teams of experienced digital professionals to build, develop and deliver omni-channel marketing campaigns for state house and senate candidates in the 2020 election cycle. Led real-time responses to changes in opposition messaging. ● Led project teams to build campaign websites, run and optimize email marketing and digital advertising for 20 candidates resulting in 90K site visits, $175K in donations, $13.32 CPM, 12.5% av. ad recall.● Maximized impact of small budgets by analyzing weekly results and leveraging best practices across teams.● Maintained and developed relationships with the state party, making TFC a trusted strategic partner. Tech for Campaigns is the digital and tech arm for progressive and centrist political campaigns. We bring best-in-class talent and technology to campaigns by empowering our community of thousands of digital marketers, web developers, data scientists, and other outstanding technical professionals to contribute their expertise — turning political passion into hands-on action, and making a difference in races across the United States. As a State Director, I partnered with volunteers, who are experts in their fields, to ensure they have the insight, tools and resources to deliver a great outcome for campaign partners, and provide a great volunteer experience. Show less

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  Church & Dwight Co., Inc.

  Dec 2020 - Jul 2022

  Business Engagement Manager - International IT Innovation

  Strategic internal client partner leveraging deep understanding of business objectives to define international IT strategy and digital marketing needs; spearhead projects and remove barriers to execution through strong cross-functional relationships.● Create persuasive business cases to demonstrate impact and secure funding and resources for strategic initiatives.● Leader in Business Relationship Management discipline, defining core skill sets and standards for the department.● Enable IT support of growth goals for international business units across EMEA, LATAM, and APAC.● Influenced executive leadership to establish an IT function in China, within the first 6 months at Church & Dwight; gained CFO approval for a new ERP system. Show less

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  Merkle

  Jul 2022 - now

  Senior Account Director

  Deliver innovative and ambitious, strategic and commercial solutions that balance client and agency values working closely with colleagues and clients, while owing day-to-day client relationships and all elements of delivery.