Christine Shoaf

Global lead for American Express

Account lead and cross-agency team lead for Members Project, the North American philanthropic and brand health initiative from American Express. Responsible for coordination among three agencies and complex, multi-channel partnerships with FOX (Glee) and NBC (Education Week), in addition to day-to-day program operations.

In partnership with Ogilvy London, Account lead for the redevelopment of the Platinum and Centurian Cardmember websites for 14 countries across Europe and Asia.

11/08-12/09
Worldwide digital lead for Kraft Foods and Post Cereals. Responsible for the full spectrum of activities – brand communications, social, mobile, seo, relationship marketing, retail, etc – across multiple beverage and cereal brands, including: Capri Sun, Maxwell House, Tang, Crystal Light, Kool-Aid, Honey Bunches of Oats, Shredded Wheat, and Grape Nuts.

11/05-11/08
Member of integrated, strategic leadership team on two premier, global accounts: DuPont and DHL. Responsible for all non-traditional, experiential and innovative communications on a worldwide basis.

Operational and financial responsibility for 26-person New York office.

Lead interactive strategy, development and integration for all agency clients. Responsible for interactive billings increase from $300,000 to $26,000,000 and doubled revenue. The department reached profitability in 2004 – the first time since its inception in 1996.

Oversaw team of 15 responsible for media planning and buying, research, web site strategy, definition and development, digital marketing program development and measurement plans for all initiatives for prospects and existing agency clients.

Led team within marketing practice, responsible for overseeing all e-marketing and web solution engagements. Clients included: Babcock & Brown, Catalina Marketing, ValuPage.com

Member of executive management team responsible for business growth and client support. Product managed jup.com re-development initiative to enhance research development and delivery. Developed a more robust toolset for Jupiter's clients.

Management of production, creative and technology departments, 40+ people, responsibilities included budget allocations, resource management, final approval of all scope, budgets and schedules, Internet marketing strategy for new business and existing clients. Clients included: Gillette, Time Inc., NFL Players Association, and IBM.