Karen Crichlow-Thomas
Gainesville,
Summary
Senior Marketing Executive with over 20 years’ experience building global FMCG brands in multi-culturally diverse markets, delivering exceptional marketing campaigns. Collaborative professional with an entrepreneurial spirit and a passion for training, consumer insights and marketing communication. Innovative, decisive leader bringing expertise in brand management, consumer engagement and multi-channel marketing.
Overview
19
19
years of professional experience
Work History
Divisional Manager Consumer Products / Cold Chain
Alstons Marketing Co. Ltd.
10.2022 - Current
- Delivered 4% sales growth through targeted marketing strategies and identifying opportunities to enhance brand equity for leading global brands including, Frito-Lay, Reckitt Benckiser & Brunswick
- Established productive partnerships with key stakeholders, staying agile and adapting strategies accordingly, and contributing to overall business success.
- Awarded 2023 PepsiCo Caribbean team awards for Operational Model Adherence, and Perfect Store Transformation
- Achieved 2023 #2 worldwide sales of Brunswick
- Led cross-functional teams on major projects, ensuring timely completion while meeting or exceeding quality standards.
- Motivated employees to excel in their roles through regular performance evaluations, feedback sessions, and development programs.
Adjunct Lecturer
The University Of The West Indies (UWI)
04.2016 - 05.2023
- Lectured undergraduate courses and facilitated workshops for the UWI Arthur Lok Jack Graduate School of Business and UWI Open Campus.
- Developed curriculum and assessment plans for Integrated Marketing Communication, E-Marketing, E-Commerce and Market Research courses resulting in improved learning and student performance.
- Enhanced student comprehension by incorporating diverse teaching methods, including multimedia presentations and gamification.
- Strengthened relationships with business community by inviting guest speakers from industry professionals.
- Evaluated student performance through exams, papers, and participation to monitor progress and provide constructive feedback.
Business Unit Head - Foods
Alstons Marketing Co. Ltd.
10.2018 - 09.2022
- Increased overall performance by developing and implementing strategic business plans
- Achieved 52% growth in Frito-Lay over 4 years through effective marketing strategies
- Achieved 67% growth in first 2 months of pandemic by evaluating potential risks, pivoting and successfully implementing mitigation strategies
- Spearheaded development of new Frito-Lay marketing campaign that drove brand awareness, increased customer engagement and was cascaded to certain Caribbean and Latin American markets.
- Collaborated closely with senior executives on corporate strategy development, aligning business unit objectives with overall company vision and mission.
- Mentored team members for professional growth, fostering positive work environment that encouraged collaboration and innovation
- Managed cross-functional teams effectively to achieve key business objectives
Managing Director / Co-Founder
AK Insights Ltd
03.2005 - 09.2018
- Co-founded and built market services start-up company specializing in consumer insights, mystery shopping, direct marketing, event management and marketing communications design
- Increased annual sales by 377% over 3-year period by adapting business plan to market demand
- Expanded the business to 22 multi-cultural, diverse Caribbean countries & Belize acquiring regional and international clients through lead generation and leveraging regional networks
- Led remote and hybrid team of +25 employees and subcontractors throughout Caribbean
- Regional research partner for international and local companies such as Western Union, TT Post, Grace Kennedy, T&A Consultores & more
- Marketing communication & event management agency for the T&T Heart Foundation
Marketing Manager
Unilever Caribbean
- Pioneered company's first integrated marketing campaign leveraging Unilever's full Foods portfolio
- Developed and successfully implemented marketing strategies in 20 multi-lingual, multi-cultural, economically diverse markets
- Led Innovation Process Management team to Gold accreditation, working closely with Unilever's marketing, research and innovation teams in Latin America, Europe & Asia
- Mentored junior team members, providing guidance and support to foster professional growth and development
- First Unilever Caribbean brand manager assigned Caribbean-wide responsibility and promoted to Marketing Manager within 2 years
Education
MBA - Business Administration
Arthur Lok Jack Graduate School of Business
TrinidadPostgraduate Certificate - Authentic Business Education
Arthur Lok Jack Graduate School of Business
TrinidadBachelor of Science - Management Studies
The University of The West Indies
TrinidadSkills
- Marketing Strategy Development
- Market Research
- Communication
- Digital Marketing
- Team Leadership & People Management
- Project Management
PROFESSIONAL
- Budget Management
- Data Analytics
- Training & Development
- Productivity & Enterprise: Microsoft Office Suite, MS Publisher, Microsoft Dynamics 365, Power BI, Google Workspace
- Teams & Collaboration: MS Teams, MS Sharepoint, Zoom, Skype, Slack, Moodle, Blackboard Collaborate
- Graphics & Media: Adobe Photoshop, Adobe Illustrator, Canva, Wix, Camstudio, Audacity
TECHNOLOGY
Timeline
Divisional Manager Consumer Products / Cold Chain
Alstons Marketing Co. Ltd.
10.2022 - Current
Business Unit Head - Foods
Alstons Marketing Co. Ltd.
10.2018 - 09.2022
Adjunct Lecturer
The University Of The West Indies (UWI)
04.2016 - 05.2023
Managing Director / Co-Founder
AK Insights Ltd
03.2005 - 09.2018
Marketing Manager
Unilever Caribbean
MBA - Business Administration
Arthur Lok Jack Graduate School of Business
Postgraduate Certificate - Authentic Business Education
Arthur Lok Jack Graduate School of Business
Bachelor of Science - Management Studies
The University of The West Indies
Certifications
- Agile Leadership – University of Colorado (Coursera) Sept 2023
- AMA Professional Certified Marketer PCM in Digital Marketing - Digital Marketing Institute & American Marketing Association July 2021
- Certificate of Completion in Principles of Management Consultancy Workshop - Caribbean Institute of Certified Management Consultants Aug 2014
Volunteering
St. Augustine Girls' High School Alumnae Association
President, VP, PRO, Secretary, Mar 2005 - Sep 2015
- Re-established the school's Alumnae Association after it had been defunct for about 2 years
- Spearheaded the establishment of a new constitution, vision and mission
- Initiated several membership activities targeting past, present and future alumnae
- Created and managed the association's digital assets including social media, website, and newsletter
- Created and managed the school's website
- Played critical role in the school's 65th anniversary celebrations
- Doubled association membership and grew social media following by 400%
References
Professional and personal references available upon request.
Certifications
- Agile Leadership – University of Colorado (Coursera) Sept 2023
- AMA Professional Certified Marketer PCM in Digital Marketing - Digital Marketing Institute & American Marketing Association July 2021
- Certificate of Completion in Principles of Management Consultancy Workshop - Caribbean Institute of Certified Management Consultants Aug 2014
Volunteering
St. Augustine Girls' High School Alumnae Association
President, VP, PRO, Secretary, Mar 2005 - Sep 2015
- Re-established the school's Alumnae Association after it had been defunct for about 2 years
- Spearheaded the establishment of a new constitution, vision and mission
- Initiated several membership activities targeting past, present and future alumnae
- Created and managed the association's digital assets including social media, website, and newsletter
- Created and managed the school's website
- Played critical role in the school's 65th anniversary celebrations
- Doubled association membership and grew social media following by 400%
References
Professional and personal references available upon request.
Certifications
- Agile Leadership – University of Colorado (Coursera) Sept 2023
- AMA Professional Certified Marketer PCM in Digital Marketing - Digital Marketing Institute & American Marketing Association July 2021
- Certificate of Completion in Principles of Management Consultancy Workshop - Caribbean Institute of Certified Management Consultants Aug 2014
Volunteering
St. Augustine Girls' High School Alumnae Association
President, VP, PRO, Secretary, Mar 2005 - Sep 2015
- Re-established the school's Alumnae Association after it had been defunct for about 2 years
- Spearheaded the establishment of a new constitution, vision and mission
- Initiated several membership activities targeting past, present and future alumnae
- Created and managed the association's digital assets including social media, website, and newsletter
- Created and managed the school's website
- Played critical role in the school's 65th anniversary celebrations
- Doubled association membership and grew social media following by 400%
References
Professional and personal references available upon request.
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