Andrew Martschenko

Strategy • Brand • Experience • Marketing • Change Management

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CORE SKILLS

Agile Brand Creation and Strategy

Design Thinking and Experience

Audience Prioritization and Personas

Brand Portfolio and Partnerships

Workshop Design and Facilitation

Change Management and Activation

Measurement and Analysis

Growth and Digital Marketing

VERTICAL EXPERTISE

Automotive

Financial Services

Healthcare and Wellness

Multi-industrial

Sports and Entertainment

Technology 

PROFESSIONAL EXPERIENCE

BrandScenario LLC  | 2018 to present

Senior Brand and Marketing Strategist, Fairfield CT

  • Global, independent strategist specializing in client alignment on big picture and brand marketing strategies
    • working with brands and agencies in Asia and the United States 
    • designing and facilitating leadership workshops
    • focusing on spin-offs, new brand offering launches, brand portfolio design and organizational integration
  • Key clients: Baker Hughes, BetStars, Booz Allen, Carrier, Facebook, GE, Geisinger, Microsoft, Midea/Toshiba, TD Bank, Verizon, William Hill

Clear an M&C Saatchi Company | 2017 to 2018

Brand Director, New York NY

  • Recruited to raise awareness of Clear’s capabilities and build a 2 million USD (sales) B2B vertical business
  • Designed an innovative B2B offering and created a business plan to grow the new vertical in the US and China
  • Co-created a marketing plan that included IP, articles, speaking engagements and email marketing
  • Key clients: Allianz Global Investors (strategy), Ellucian (analytics and strategy), Heineken (flavor innovation), Johnson & Johnson (talent acquisition marketing)

Interbrand an Omnicom Company | 2005 to 2017

Senior Director, Shanghai | 2016 to 2017

  • Recruited during a leadership transition to onboard a new CEO and accelerate creative and strategy team integration in the Shanghai and Beijing offices
  • Executive Committee member and crisis management point-person:
    • ensuring security of the Shanghai office and personnel safety 
    • stabilizing operations process, finances and business performance
    • strengthening recruitment, hiring and team depth
  • Key clients: Aisino, Delta Electronics, Didi Chuxing, Huawei, M Industrie, Neusoft, Tmall (Alibaba)

Senior Director, New York and Toronto | 2009 to 2016

  • Recruited to scale client relationships with a 4 million USD target, including Omnicom partnerships (advertising, PR, Digital, Media)
  • Client engagement director and manager of direct reports with annual performance reviews
  • Forecasted financials, managed checkpoints and budgets, updated monthly revenue reviews and established client growth plans
  • Key clients: 3M, Acción, BNY Mellon, BRP, Brookfield, Datsun, DeVry, DTCC, Emerson Electric, GlobalFoundries, Golf Channel, Herc, Hertz, Hyatt, John Deere, Johnson Controls, MUFG, Nissan, Nongshim, PGA of Great Britain & Ireland, Qualcomm, Ryder Cup, S&P Global, TD Bank Group, TE, USGA, Vertiv

Head of Strategy, Singapore | 2006 to 2008

  • Recruited to reshape the client engagement model and pivot the regional office from narrowly focused, phased projects to multi-year client relationships generating $4 million USD per year
  • Restructured the strategy team, workflows and implemented performance standards that were based on client outcomes, collaboration, and professional development goals
  • Key clients: AIG (Hong Kong), Astro (Malaysia), Bank NISP (Indonesia), BDO (Philippines), Bridge Mobile Alliance, CIMB Bank (Malaysia), EDB, Far East Organization, LTA, MiTEC (Taiwan), SCB (Thailand), ST Engineering, VIB (Vietnam)

Director Corporate Branding and Strategy, New York | 2005 to 2006

  • Hired to solve complex brand portfolio challenges with brand strategy and migration plans, establish and managed budgets, report performance, manage checkpoints and supervise project team members
  • Key clients: AT&T, ChoicePoint, GE Healthcare, EMC, Kraft, Intel, Miller-Valentine Group, NYSE, Tellabs, Time, Valassis, 

Lippincott an Oliver Wyman Company | 2000 to 2004

Senior Associate, Boston MA

  • Recruited to conduct research, build the strategy and write client presentations
    • Conducted quant and qual research, created names and nomenclature systems, defined brand strategy and supported platforms with audience segment messaging 
    • Supervised associates and consultants on focused workstreams
    • Tracked documentation for status reports, correspondence, billing and invoicing
  • Key clients: ABN Amro, Advamed, Allstream, Agere Systems, Allstate, Ameriquest, AT&T Wireless, Bell Atlantic, Caesars, Citibank-Travelers, Enbridge, Fidelity, GM, Georgia Pacific, Harris Bank, Honeywell, IBM, Knight Trading, National Transportation Exchange, Nissan, Pentair, Putnam Investments, Racetrac Petroleum, Renault Samsung Motors, RFS Holdings (GE Capital)

IN-DEPTH MARKET EXPERIENCE

United States 

Canada

Singapore 

Southeast Asia

China

Japan

FRAMEWORKS AND TOOLS

Positioning, Purpose and Design

Brand Architecture and Migration

Wireframes and Prototyping

Briefs, Playbooks and Roadmaps

Research, Analytics and Planning

PROFESSIONAL DEVELOPMENT

General Assembly - New York NY

User Experience Design - 2020

  • Design Thinking and User Research
  • Journey Mapping and User Flows
  • Content Strategy
  • Card Sorting and Wireframing
  • Low and High Fidelity Prototyping
  • Usability Testing

Product Management - 2019

  • Problem Statement and Hypothesis
  • Feature Prioritization and MVP
  • Task Scenarios
  • Usability Testing
  • OKRs and KPIs
  • User Stories & Acceptance Criteria

Digital Marketing - 2018

• Strategy and Planning

• Channels and SEO

• Content Marketing and Social

• Acquisition & Conversion

• Engagement & Retention

• Analytics, Metrics & Reporting

See Articles

EDUCATION

Manhattan College - Riverdale NY

BS in Business Administration

Davies Laing & Dick – London, UK

A Levels in Economics
and Government & Politics