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408 Eagle Bluff Drive Hudson, Wisconsin 54016
Brand/Communications Senior Management
Senior-level communications professional with a track record of developing innov
ative integrated communications and brand strategies to protect and enhance busi
ness reputations. Proactive leader who champions strategic solutions. Big pict
ure thinker who creates synergies and new, out-of-the-box solutions. Strong ope
rational focus to reduce cost, improve communications and enhance staff producti

Integrated Communications Strategy Brand Development Public Relations Media R

Project Management Web Site Architecture, Content Budget, Staff and Vendor Man
Communications Counseling Change Management Special Events and Trade Shows
Team Leadership Internal Communications Agency Management

Freelance brand and communications consulting. Developed web architecture and co
ntent, logos and taglines, product nomenclature and hierarchies, new product rel
eases. Edited technical white papers. Clients have included LED distributor, b
oating accessory manufacturer, commercial water monitoring device and realtor.
3M, St. Paul, Minnesota 1983-2005
$21B global diversified technology company
Senior Manager, Brand/Communications, 1998-2005
Communications Manager, 1994-1998
Directed business external and internal integrated marketing communications and
brand management strategies. Managed, coordinated efforts of multiple external
agencies, 12 direct and 10 indirect reports and $9.6M budget. Move business fr
om print to digital communications internet, intranet, and extranet sites.
Built 3M Scotchprint Graphics brand working with senior management and key inte
rnal stakeholders in change management initiative. Moved business from product
to brand focus to produce consistent brand messaging and marketing efficiencies.
Developed customer and market segmentation models with supporting communicatio
ns strategies executed in print advertising, public relations, web communication
s and packaging.
Turned print ad into a demonstration of brand capabilities through out-of-home
display at San Francisco BART station. Merchandising the graphic transformation
led to a $1 million sale.
Created new Scotchprint Graphics brand and sound mark used globally in all web
and print communications. Developed comprehensive identity guidelines for marke
ting, sales, subsidiaries and channel partners.
Directed customer loyalty research. Educated functional groups on their role c
reating customer loyalty and brand value.
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JUDITH M. VOLLMAR Page 2 715-377-0363
Launched business first Internet, intranet and extranet sites. Created interne
t content and architecture based on end-user segmentation, a 3M first. Worked w
ith IT and other functions to migrate data from legacy systems to databases for
dynamic web content creation.
Reputation as critical thinker, thought leader led to ad hoc team assignment to
develop web architecture and identity standards.
Slashed direct costs up to 75%, improved staff productivity by migrating busine
ss to digital publishing.
Reduced trade show costs by 50% (from $1M to $500K) by focusing on 12 high-valu
e events (vs. 44). Reused, repurposed exhibit elements reduced costs, created c
onsistent brand messaging.
Communications Manager, 1991-1994
Led divisions public relations and marketing communications efforts including:
print advertising, sales collateral, trade shows, and sales meetings. Led 3-per
son staff. Management more than doubled communications budget with improved depa
rtment focus and productivity.
Within first 3 months on the job, overhauled critical, nine-month overdue produ
ct catalog and reorganized it for a buyers perspective.
Directed European marketers in first 3M US/European product repositioning campa
ign. Developed multi-lingual communications tools -- packaging, brochures, v
ideosaving $750,000.
Label Stock as Art integrated communications campaign showcased 3M product ben
efits with collateral materials that set 3M above the competition. Extending th
e theme, repurposing campaign elements created an award-winning booth at a major
industry trade show.
Elected Chair of 3M Marketing Communications Conference by colleagues.
Public Relations Manager, 1983-1991
Developed public relations programs to four 3M client divisions. Responsible fo
r media relations, new product releases, case histories, testimonials, trade sho
w support, internal and external newsletters, speech writing. Provided communic
ations counsel and media spokesperson training. Received two promotions, plus re
quest to work exclusively for largest client division.
Orchestrated highly successful mass media PR campaign for Post-it Notes in nati
onal print, TV and radio. Convinced middle and senior management of two 3M divi
sions to go beyond vertical marketing and to pool resources. Protected Post-it
Note market leadership position and generated sufficient brand lift to force com
petitor to pull its product from the market
Led development of 3Ms first pan-European PR campaign to create brand awareness
for 3M and Post-it Notes. Media tour across 6 cities produced $30M gross impres
sions at $1M equivalent ad spend.
Won 3M Corporate Marketing Professionalism Award for Post-it Note PR campaign.
Bachelor of Arts, Journalism
Marquette University, Milwaukee, Wisconsin
Named to Biltmores "Whos Who"
Named to National Association of Professional Women