ANGIE MACPHAIL | WHAT I DO
Business Development & Alliances
Throughout my career, I've held pivotal roles, including Account Development and Director positions at renowned organizations such as TBWA Chiat Day, Carat International, Omnicom, and as a Managing Consultant for both PwC and Deloitte. These roles have contributed to securing business development wins valued at hundreds of millions.
My diverse portfolio of work includes:
- Developing corporate brand identities tailored for the press, investors, and Wall Street analysts.
- Driving sales brand awareness campaigns targeted to media agencies, marketing partners, and clients
- Conducting comprehensive research and analysis of media marketplace conditions to formulate innovative packages, promotions, and client opportunities.
- Leading RFP response teams, introducing innovation by delivering responses through interactive iPad apps with videos and dashboards
- Developing strategic and integrated marketing business playbooks focused on lead generation, ABM marketing, and relationship building
- Partnering with major tech alliances and brands to orchestrate co-op marketing campaigns, drive business development initiatives, and secure alliance sponsorships
Check out my case studies below to learn more about my work.
MY WORK EXAMPLES/CASE STUDIES*
Business Development: Personalized and Innovative Approach Secures $25 Million Engagement
Tasked by partner Leadership to overhaul their response to a tax technology transformation RFP for a major hotel brand, I adopted a personalized and innovative approach that distinguished thierTax Advisory Team as strategic partners. Rather than avoiding the challenges tied to the brand's family-oriented image and potential layoffs, our strategy directly addressed them.
In-depth research into their brand values and history allowed me to craft a personalized response, featuring videos (wich I helped produce) from our client team. These videos not only showcased a deep understanding of the hotel's brand but also highlighted the significance of embracing the challenge outlined in the RFP. We presented our proposal using an iPad app, emphasizing how our Tax Technology and dashboards would bring heightened value to employees, brands, and customers.
Our strategic focus on infusing a personal and innovative touch into our RFP response proved decisive. Despite our pricing closely aligning with competitors, our distinct effort to grasp the client's business and resonate with their brand secured a substantial $25 million engagement for the firm.
Business Development: Account Management & Corporate Barter Media Sales
As the client director at ICON (Omnicom), a leading corporate barter media company specializing in advertising and media fulfillment services, I played a key role in driving business growth. My responsibilities included maintaining client accounts (worth over $400 million), building new relationships, and collaborating with the sales team. I traveled extensively to engage with CXOs and Heads of Marketing.
I explained ICON’s corporate barter media solutions to potential clients, showcasing how our services could help them recover value from underperforming assets in exchange for media and advertising opportunities. I established multiple contacts within client organizations, from C-Suite executives to Marketing and Advertising Managers, to develop relationships, monitor budgets, and contracts (i.e. Trade Credit Redemption and Vendor Subscription Agreements) to ensure that client contract fulfillment was timely and delivered to the client's satisfaction.
Leveraging my account penetration insights, I played a pivotal role in providing leads to front-end sales staff, contributing to new business wins totalling over $100 million.
Business Development: International Expansion for a Media Agency
As the Client Director at Carat International, I played a key role in the company's global expansion and new business development. Transferred from Carat’s LA office by the CFO & CEO, I contributed to the RFPs that secured over $500 million in new business for major clients like New Line Cinema, Adidas, and Hyundai/Kia.
I led the opening of Carat International's offices in Europe, significantly enhancing the company's growth and market presence. Working closely with the CEO, I played a crucial role in shaping the corporate brand identity with clients and the press.
Additionally, I oversaw the global launch of Pfizer's Viagra Educational Understanding Communications (EDU) campaign, showcasing my ability to manage high-profile campaigns for major clients.
My responsibilities also involved maintaining regular contact with over 25 country CEOs and Marketing Directors across Europe, Asia-Pacific, and Latin America, tailoring strategies to diverse markets. I frequently commuted to Carat International offices in Europe, actively engaging in new business development and communication planning, particularly for Pfizer/Warner Lambert brands abroad.d.
Business Development: Integrated Sales & Marketing Playbook
Collaborating closely with the Head of Tax at a leading Global Consulting firm in the Mid-Atlantic region, I spearheaded the development of an integrated business and marketing plan/playbook tailored for Partner stakeholders and National Leadership.
The primary objective of this initiative was to formulate a meticulous strategy aimed at achieving $150 million in Tax Client Revenue by the year 2020.
This comprehensive business plan and marketing playbook encompassed thorough market research, client targeting, campaign strategies, business development opportunities, and more. I have maintained regular communication with my associates, and they have shared that our playbook's business strategies played a pivotal role in surpassing their revenue goals significantly.