Sheeba Philip has built a career around building and transforming global, iconic brands. She was recently the Vice President of Marketing Strategy & Communications for one of America’s most well-known retailers, JCPenney. She was a critical member of the turnaround team and was responsible for brand strategy and building relevance and deeper engagement with customers. Her responsibilities include oversight of all media buying/planning, advertising/communications planning, PR, digital/social media & cause marketing. Sheeba and her team recently led the launch of JC Penney’s new brand platform & campaign – Get your Penney’s Worth.
Sheeba has also spent ten years in brand management at both Mondelēz International and Kraft Foods across global snacking, beverage, and dessert categories. She assumed the role of Global Marketing Director for the World’s #1 Cookie, Oreo, a $2 billion+ brand present in over 100 countries. She was responsible for global expansion strategies, advertising campaigns, and marketing/product innovation. During her tenure, she also led and managed multi-million dollar, iconic brands such as Ritz and Jell-O.
Prior to joining JCPenney, Sheeba also served as VP of Marketing & Communications for International Justice Mission (IJM), the largest anti-slavery/anti-trafficking organization in the world. She spearheaded the launch of the book, The Locust Effect, written by Gary Haugen, Founder & CEO of IJM. The Book was named a Washington Post Best Seller and featured at the World Economic Forum.
Listen and Learn:
- Why you need to research the customer journey.
- How to use digital media to drive your marketing message.
- Why your marketing focus needs to be your most compelling tactic.
- Discover what to say and what not to say when developing your message.
- Why you need to know who your audience is and how they consume media.
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