Lynnette Caballes-Cooke
Results-Oriented Marketing Brand and Creative Strategist specializing in disruptive technology and healthcare
Key Proficiencies
- Brand strategy and development
- Creative direction and design
- Client and account management
- Team leadership/management
- Research and analysis
- Cross-functional collaboration
- Project management
- Budget and resource allocation
- Presentation and public speaking
Technical Proficiencies
- Marketing Automation: Hubspot, Salesforce (Pardot), Marketo Engage
- Sales CRM: Salesforce, Hubspot, Monday
- Design & Production: Adobe Creative Cloud, Davinci Resolve, Figma, Canva
- Project Management: Monday, Wrike, Asana
- Office: Microsoft Office, Google Workspace
- Emerging: Generative AI and VR/AR applications
2014-2024: Strategic Creative Consultant, Brand and Design
2023-2024: Future of Payments, LLC
Thought leadership association committed to fostering a community-driven environment where collaboration and global diversity pave the way for new era payment experiences marked by inclusivity, innovation, and customer engagement
- Collaborate with SMEs and expert contributors to provide relevant and trending content for members
- Organize and moderate SME panel discussions
- Manage social media channels
- Develop and maintain association brand identity
- Design, build and maintain association website
2014-2024: The Fletcher Group, LLC
Public relations agency specializing in helping build leading brands in hyper-growth industries such as payments, ecommerce, and customer experience
- Partner with PR agency leadership to conceptualize and execute creative campaigns for new business acquisition—from brand awareness, event marketing and digital content creation through RFP development and final-round presentations
- Provide strategic guidance and creative leadership throughout project life cycle ensuring alignment with client objectives and brand vision
- Collaborate with agency clients to develop compelling brand identities, visual assets, power positions, and key persona profiles for highly-targeted marketing materials
- Collaborate with account managers, freelance creatives (designers, copywriters, photographers, video producers, animators) to deliver high-quality deliverables within budget
- Cultivate strong client relationships through clear communication, responsiveness, and a commitment to exceeding expectations
- Develop and maintain agency brand identity
- Design, build and maintain new agency website
- Clients include: Blackhawk Networks, Blinker, Galileo, MSU Denver, Netspend, Paytech Women, Paze, Transact Campus, TreviPay and Zelle
2020-2022: Infrrd, Inc.
Marketing Director
Silicon Valley-based AI technology company focused on intelligent work solutions facing a significant paradigm shift from custom-built solutions to a productized platform for scalable growth
- Managed global team responsible for product marketing, lead generation, and brand management, including graphic designers, writers, multi-media and UI/UX specialists
- Reorganized and mobilized team to better cover gaps due to departure of Marketing Vice President and Content Marketing Director
- Collaborated with CEO and other department leads to solve interdepartmental challenges including enterprise-wide project communications, managing the pandemic talent crisis, and global change management
- Implemented operational efficiencies for improved communication across global teams such as a combined project communications, file sharing and archiving systems for all departments
- Audited, mapped, developed and positioned a new brand that better fits the company’s shift from a custom-built service to a scalable technology platform
- Developed company’s Ideal Customer Profile (ICP), Power Position, and Purpose through internal and external focus groups, interviews, client stories, and surveys
- Created and executed strategic and tactical marketing plans for all external and internal communications including SEO and highly targeted Account-Based Marketing (ABM) plans for Ideal Client Profile (ICP), power positions, buyer personas, and segments
- Developed employee brand, Ideal Employee Profile (IEP), and employer power positions to improve recruitment, company culture, and internal communications
- Developed brand guidelines and standards for all media
- Developed and directed creative concepts for all marketing campaigns including digital, event, PR and social media
- Reported and analyzed performance metrics for all external channels
2012-2020: Verint, Inc.
Senior Marketing Manager, Brand and Creative
New York-based customer engagement technology company of 4300+ global employees focused on building customer relationships by connecting work, data and experiences across enterprises
- Worked directly with Senior Vice President of Global Marketing, Business Unit Presidents, and CEO to ensure brand consistency for writing and design across all global marketing teams including North America, South America, Europe and Asia
- Managed global team of graphic designers, freelancers and creative vendors
- Developed creative campaigns and templates for corporate and business units
- Developed and maintained company brand guidelines
- Joined corporate team to manage the brand transition of two acquired companies
- Led the company change management team upon acquisition
- Supported sales inbound and outbound efforts
- Worked with HR to articulate and develop company culture, core values, employee intranet, recruitment campaigns and company events
2010-2012: Brand Marketing Consultant
2010-2012: Philips Healthcare
Netherlands-based health technology leader with 80,000+ employees across 100 countries
- Brought on for a 2-year contract to support the brand transition for Visicu acquisition
- Managed the transition of thousands of brand assets including templates, collateral, websites and event properties
- Worked with Philips corporate to further develop and enforce brand standards and processes for acquired companies
2010-2011: Howrey LLP
DC-based international law firm of 500+ attorneys
- Brought on for 6-month contract to assist in auditing and archiving all marketing assets in preparation for firm dissolution
- Worked with PR consultant on external and internal communication plans
- Directed and designed any marketing communications needed throughout dissolution
2004-2010: 3M Healthcare
Marketing Team Lead, Brand and Creative Services
Health Care Business and Health Information Systems divisions of the Fortune 100 company with 93,000+ employees in 87 countries
- Sat on 3M Corporate Brand Team as business unit liaison
- Elected to provide strategic creative and brand expertise to the division strategic planning committee for CEO
- Developed a centralized, stock and custom photography management site used across all healthcare businesses
- Working with 3M corporate, organized and led a cross-functional Lean Six Sigma Green Belt project consisting of 40 client-facing employees at various levels across the brand experience
- Developed and launched a new client-focused and unified division brand promise
- Created external communication standards to align all promotions with the new brand promise
- Created internal brand promise awareness campaign to strengthen company culture through education, awards, and other incentive programs
- Created detailed design standards for collateral, websites, e-mail and direct mail campaigns, advertising and event marketing
- Directed and designed over-arching promotional campaigns across products, business units, and international subsidiaries for stronger market presence
- Produced and directed custom photography and video shoots leveraging internal resources and corporate buying power
- Worked with product development to design a brand-consistent user-interface across all BU products
- Analyzed readership survey results, market research, internal and external focus groups, and client loyalty data for monitoring and improving marketing results
1996-2004: Art Director and Graphic Designer
Freelance branding specialist and graphic designer working on-site and remote for entertainment, retail and B2B companies in the DC Metropolitan area
2002-2004: Discovery Communications
Graphic Design Contractor
Leading media and entertainment company dedicated to providing world-class documentary programming with global operations in 170 countries and territories and nearly 1.4 billion cumulative subscribers
- Developed print, digital and video graphics for the Discovery Channel, Animal Planet, The Learning Channel (TLC), FitTV, Discovery Kids and Discovery Health
- Collaborated with Channel art directors and creative directors on show press kits, promotional events and campaigns, annual reports, and motion graphics used in show production
2000-2002: Project-based Freelance Designer for global and national brands
- Hired through Profiles Placement
- Local work for national brands including Coca-Cola, Rubbermaid, Hollywood Casino at Charlestown Races and Bulldog Hardware
1996-2002: Madison Marketing
Art Director
Small to medium-sized agency specializing in local retail businesses and national associations
- Managed agency’s onsite team of designers and interns on promotional multi-channel campaigns including direct mail, print advertising, outdoor advertising, radio and television
- Clients: Artcraft Collection, Hands of Time, Historic Savage Mill, Huntington Learning Centers, Lenny’s Delis, Three Brothers Italian Restaurant and Society of Wine Educators
Education
- Present:
Design Psychology: Master the Art and Science of UX Design;
Adobe After Effects CC 2024: 3D Compositing, Illustration and Animation Courses
LinkedIn Learning - 2024:
Introduction to Tagalog, Continuing Education Course
CCBC - 2010:
Digital Media and Web Design, Continuing Educations Courses
University of Maryland Global Campus - 2009:
Lean Six Sigma Black Belt Program, Corporate Executive Nominee
3M Company - 2008:
Lean Six Sigma Green Belt Certification
3M Company - 1994-1996:
Visual and Performing Arts with Focus in Graphic Design
University of Maryland, Baltimore County Honors College - 1992-1994:
Architecture
University of Maryland, College Park