Jillian Nalty

Senior Account Manager (Jan 2010 – Jul 2010)
My experience on the Sony brand started in London working on Sony Ericsson UK, at a time when the brand and it’s sub-brand, Walkman were at their peak. This role mostly focused on channel retail marketing, sales incentives, sampling efforts and sponsorship activities. Following this, I relocated to Miami where I applied my knowledge of the brand to a global retail team, where I directly supported the client representative for LATAM. As a global team, we generated toolkits with the objective of driving efficiency and consistency for the brand globally. This project was followed by a position at the Iris Sydney office, where I worked on Sony Consumer Electronics. Campaigns were again retail and product focused.

Senior Account Manager (jun 2009 – Dec 2009)
Miami/Fort Lauderdale Area

Senior Account Manager (Apr 2006 – Jun 2009)
London, United Kingdom

As Director of Business Development for 180 and a member of the leadership team, I am engaged in an ongoing effort to refine the agency’s new business pitch narrative and capabilities offering so that we adapt to changing market needs. With my innate entrepreneurial spirit, I identify unacknowledged problems for prospective clients and find creative solutions for them that will generate business results.

When University of Phoenix came to 180 with their flagging reputation, there was one thing hard to deny; the determination of the students. This brand-truth led us to the “We Rise” platform, which shifted the school’s reputation away from a “diploma mill” to an institution for hard-working adults. As Brand Director, I lead multiple integrated campaigns highlighting the lives of students. Two years following the platform’s inception, brand sentiment lifted significantly with ratings like “a brand I can trust” and “offers a meaningful, valuable degree” increasing by 47 percent and 54 percent respectively

The changing demographics of the United States has led marketers to seek specialty help from multicultural agencies such as Grupo Gallegos. As an Account Director, I lead campaigns for three major brands, helping clients see Hispanic marketing as a key source of growth. For the California Milk Processing Board; milk is competing with other beverages in the general market population but remains popular among Hispanics. For Comcast, we uncovered nuances in how Hispanic households watch TV related to language preferences and degree of acculturation. For TurboTax, it was not about language or other differences, but about how those differences make up the new collective Americanism.

Woolworths Supermarkets exists within a highly competitive oligopoly in Australia. A price war, involving two dominant players, means that the retailer must be highly reactive without losing brand relevance. As Business Director, I lead the development of multiple integrated campaigns that reinforced the role that Woolworths plays in the lives of Australian families and their communities in order to concurrently improve brand reputation and weekly market share. A campaign highlight was “Woolworths Aussie Animals”, a collectable card craze which resulted in an incremental increase in sales of AU$16M and over-indexed across all brand perception metrics.

Optus is one of the best-known brands in Australia, with a strong history as the marketplace challenger to previously government owned, Telstra. As Account Manager and later Account Director, I worked on a variety of campaigns from hard-working acquisition in a variety of formats through to brand work, usually spear-headed by TV but also integrating through the funnel. Campaign highlights included an integrated brand sponsorship campaign with celebrity artist, Rhianna and the launch of brand’s partnership launch with Qantas, another high-profile Australian brand.