|
Company: Publicis Sapient, New York, NY
Company Description: As a digital business transformation partner of choice, we’ve spent nearly three decades utilizing the disruptive power of technology and ingenuity to help digitally enable our clients' business in their pursuit of next. We bring a startup mindset and agile methods to both established companies and the public sector to unlock value in ways that delight their customers.
Nomination Category: Management Categories
Nomination Sub Category: Achievement in Management - Business & Professional Services
 Nomination Title: Teresa Barreira, Global Chief Marketing and Communications Officer
- Which will you provide for your nomination in this category, an essay of up to 650 words describing the achievements of the nominated management team, group, or individual since January 1 2020, OR a video of up to five (5) minutes in length describing the same? CHOOSE ONE:
An essay of up to 650 words
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video:
- If you are providing an essay of up to 650 words, place it in this space:
Total 217 words used.
Teresa transformed Publicis Sapient’s marketing organization, driving tremendous growth and positioning the company as a leader in digital business transformation. She brought the company’s multiple legacy brands under one unified brand and strategy. She built an agile and intrapreneurial, data-driven organization that creates innovative content, and has a culture focused on empowerment and inclusion. Under her leadership, pipeline grew by 273% in 2020 and 124% in 2021.
Teresa built the “POD operating model” which fosters collaboration, speed, and agility, bringing together all disciplines—creative, writers, strategists, analysts, and developers, who come together to ideate. It eliminates siloes, enabling innovation. At the height of the pandemic, in the summer of 2020, Teresa created an interactive platform called The HOW Channel for short immersive video content. Since launch, 14 series and over 100 episodes have been created, and it’s a driver of growth, indirectly generating 49% of the pipeline in 2021.
She drives diversity. In 2021, she hired five leaders, building a leadership team that is 80% female and 50% non-white. She is an advocate for young talent and created a program to incubate the next-gen and an internship focused on underrepresented communities—in its inaugural year in 2021, it was comprised of 80% first-generation college students, embarking on their first professional experience and exploring the breadth of careers in marketing.
- In bullet-list form, provide a brief summary of up to ten (10) of the chief accomplishments of the nominee(s) since January 1 2020. This is required whether you are submitting a video or an essay:
- Under Teresa’s leadership, the marketing organization is not only driving growth, but also informing the company’s strategy. Marketing, for example, is helping determine prospective clients that the company should target.
- With an agile, data-centric marketing organization, Teresa tripled marketing-influenced pipeline in 2020, 273% higher than the year before, and doubled in 2021, 124% higher than the year prior.
- The relaunch of the Publicis Sapient brand unified 20K global employees around a single purpose, eliciting pride within the company and making the brand a market leader in digital business transformation.
- Teresa established the “POD Operating Model,” a cross-functional, cross-discipline structure that brings together several disciplines within the marketing organization. Individuals work in concert to drive marketing journeys and campaigns, launching 20 journeys in 2020.
- Using a data-driven approach, Teresa harnessed customer insights and behaviors to build a next-generation platform, called The HOW Talks (https://www.publicissapient.com/how-talks), to bring insightful content and topics to clients.
- In only four months, Teresa established a data practice to forecast pipeline, trends and drive decisions. The data-fuelled approach has enabled the creation of new products based on performance and customer engagement.
- Embedding tenets of DE&I to hire top talent, Teresa built a diverse team. Beyond diversity of race, ethnicity or gender, Teresa hired non-traditional career backgrounds and individuals who not only had never worked in marketing before but had also never worked in a corporate environment. Her ability to bring together diversity of thought has enabled incredible speed and out-of-the-box thinking.
- Teresa created and launched The HOW Channel (https://thehowchannel.publicissapient.com/), the first-of-its-kind, on demand, platform for business content. The fully immersive product has shifted content creation to an interactive experience, humanizing thought leadership. The How Channel was indirectly attributed to 49% of pipeline growth in 2021.
| Attachments/Videos/Links: |
|---|
|
