Rachel D. Campbell 1 St.

Clements Street, London, England N7 8BQ

radarville@gmail.com | m: +44 7971 232 949
Storyteller | Creative Strategist Personal site: radarville.weebly.com LinkedIn: rachdcampbell

Award-Winning Strategy Director with expertise in shopper and brand strategy

Varied experience working A creative thinker who thrives in I have a strong sensitivity and
across a breadth of collaborative environments where appreciation for the impact
global brands and retailers diversity is championed shopper marketing has on brands

Recent References
“Rachel is very charismatic and easy to work with. She has incredible shopper experience and the energy of a cheerleader.
Always open to collaborate and go the extra mile, she’s the type of planner you can always count on.”
– Gui Pasculli, Direct Manager on Tesco, Sr. Strategy Director at BBH

“Rachel joined my team as Strategy Director three months ago, and in just a short time made a huge impact. The clients
love the fact that the she really understands the disparate target audiences, and finds new ways to bring them to life for our
creative team. The creatives love that she rolls up her sleeves and get stuck in – always aiming to make the work better. I
love the fact that I have utmost confidence that she will always do what she says she’ll do brilliantly.”
– John Harrison, Direct Manager on Western Union, Managing Partner & Effectiveness Lead at BBH

“Everything Rachel did strategically was always with the overall goal of delivering strong, powerful creative. Rachel is fast,
diligent and brings a sense of fun to the whole process which made her a great asset and an important part of the Western
Union team. Rachel very quickly got an understanding of the brand, it's workings and won over the numerous global clients.
I have no hesitation in recommending Rachel and hope to work with her again.”
– Ewan Paterson, ECD / Founding Partner, BBH

Biggest Accomplishments
• Television Academy Primetime Emmy Award for Most Outstanding Commercial in 2014
With 90M+ views, our Always #LikeAGirl campaign won a Creative Arts Emmy Award

• 14 Cannes Lions in 2015; including a Titanium Lion, and first-ever Glass Lion for combating gender inequality
Always #LikeAGirl Global campaign

• New Business Win Bud Light Retail in 2017

Led shopper research efforts for Bud Light Retail Pitch, and later took over as Strategy Director on the account

Work Experience
BBH - London
Strategy Director | Tesco & Western Union | October 2019 – June 2020
• Led strategy on over £1M worth of Tesco projects implemented nationwide including; bringing further awareness to
Tesco’s ClubCard Plus program through the line, launching an initiative for less single-use plastic in all stores, and
increasing total value perception by improving the brands’ current Weekly Little Helps initiative.
• Co-Authored strategic brief for Tesco’s £20M+ Value 2020 Campaign, where my shopper expertise was leveraged to
ensure our creative messaging was effective throughout the consumer journey.
• Led strategy and research on Western Union for the past 4 months where my ex-pat POV helped strengthen our creative
work, improving resonance with such a diverse audience on a global scale.
• Selected for two New Business pitches based on my shopper background and U.S. experience. In most recent pitch, I led
the qualitative research efforts at our London office and collaborated on the final presentation with BBH New York.

Leo Burnett - Chicago

Strategy Director | ALDI Supermarket | May 2018 – September 2019
• Strategy Director on newly won ALDI account, where I oversaw the launch of ALDI’s new campaign Shop Differentli.
• Collaborated with partner agencies to ensure all creative effectively communicated the brand story through the line.
• Worked closely with media agency team to build a strategy for delivering market specific creative based on competitive
shopper data, which helped ALDI increase foot traffic by an average of 30% in select markets.
• Co-created workshop for C-Suite clients which highlighted knowledge gaps, competitive learnings, and strategic goals for
2019. This included company-wide marketing objectives, which did not exist prior. We received full client alignment to
these objectives in the workshop and came away with a bullseye target audience to improve effectiveness of future work.
• Designed and launched new creative briefing template and competitive analysis process. With more pointed shopper
insights these provided measurable, unified business goals and increased efficiencies with partner agencies.
Arc Worldwide - Chicago
Shopper Strategy Director | Miller Coors | May 2018 – January 2019
• While running strategy on ALDI at Leo Burnett, I was also hired to lend my beer shopper expertise on the Coors Light team
within the Miller Coors portfolio at Arc Worldwide.
• On Coors Light I helped our team create a unique POV for the 2018 Football Season which helped the brand secure more
floor space in the Off Premise and execute successful activations to better compete in the On Premise.
• Led strategy for Coors Banquet campaign in the On-Premise which reinvigorated the brand’s presence in this space and
increased adoption of the beer with a younger drinking audience.

FCB Chicago
Strategy Director | Anheuser-Busch & The High End | May 2017 – April 2018
• Systematized eye-tracking tool with analytics team to improve all ABI POS motivation scores and effectiveness.
• Pioneered new creative briefing template for our The High End craft clients which produced stronger team efficiencies and
led to more inspiring briefs and innovative opportunities. This template cut re-briefings by 60% with our Stella Artois
clients, and led to Bud Light can design development opportunities.

Senior Retail Strategist | Smucker Pet Portfolio | February 2017 – July 2017
• Identified a need to better understand the behaviors of our Natural Balance shopper globally. Authored proposal for
shopper research to be conducted in collaboration with FCB Hamburg. Insights gathered from this dual market effort
provided actionable creative changes for our global retailer partners.

Arc Worldwide - Chicago

Senior Strategist | P&G | CVS, Walgreens, Kroger, Publix | September 2015 – February 2017
• Sold in and co-conducted incremental shopper claims research for Pantene which increased effectiveness for our retail
work, including how we brought Pantene Gold Series to shelf for the African American consumer.
• Co-designed UX wireframes and strategic framework for the rebranding of Olay.com. Our team’s redesign and strategic
changes increased shopper purchase intent online by 45% for the brand.
• Wrote briefs for brand and retailer-led activations across P&G Beauty Portfolio.

Leo Burnett - Chicago

Global Strategist | P&G | Always & Naturella | March 2013 – September 2015
• Collaborated on creative briefs for an array of projects including the brand campaign Always #LikeAGirl, which combated
the confidence drop at puberty.
• Wrote Global Effie Award entry for #LikeAGirl which won Gold in 2015.
• Conducted an array of qualitative research in the FemCare category, including in-home ethnographies, shop-alongs, and
neurological research studies.
• Analyzed competitor brand positioning, communication strategies, and overall category business models to inform client
communication architecture for the Always and Naturella global markets; N. America, Russia, LATAM, and EMEA.

Strategist | Samsung & Norton by Symantec | March 2012 – May 2013

• Designer of path-to-purchase mobile shopper journeys for Leo Burnett study, PeopleShop. These journeys were adopted
by Samsung and Sprint clients to create more effective messaging (2013 Leo Burnett Intel Award).
• Crafted briefs and co-designed Purpose workshop, which led to innovative new campaign, ‘Enjoy your Privacy’. (One Club
Bronze Pencil, CAF Silver ADDY 2013).

Education Technology Skills:

October-December 2011 Adobe Photoshop, Illustrator, InDesign, Final Cut Pro,
Miami Ad School, San Francisco, CA SPSS, & Microsoft Office
• Awarded 2011 Top Dog Runner-Up
• Awarded Best Storytelling at Final YouTube Client Pitch Hobbies / Interests:
Oil Painting / Drawing
2007 – 2011 Traveling
The Pennsylvania State University Schreyer Honors College, Running
University Park, PA Plant-obsessed (green thumb)
• Bachelor of Arts in Advertising Music Video Making
• Bachelor of Arts in Art, (Honors Diploma in Visual Arts)
Cum G.P.A. 3.56 Languages:
◉ ◉ ◉ ◉ ◉ Native English Speaker
Study Abroad Spring 2010 ◉ ◉ ◉ Intermediate Spanish
Universidad de Sevilla, Spain ◉ Beginner Portuguese
• Advanced Liberal Arts CIEE Program; classes and
experiences in Spanish