Priscilla Gravenhorst
Verified Expert in Marketing
Marketing Expert
New York, NY, United States
Toptal member since March 27, 2024
Priscilla is a chief of staff to CMOs and has a rich background in the advertising industry. Her career spans significant roles at large agencies such as McCann, Havas, and Ketchum. Demonstrating her prowess in project management, she rose through the ranks to oversee portfolios for renowned brands like Microsoft, Exxon, and Verizon. Priscilla's role transcends typical duties, enhancing organizational flow, expediting decisions, and focusing on strategic alignment for peak marketing performance.
Expertise
- Content Operations
- Cross-functional Team Leadership
- Generative Artificial Intelligence (GenAI)
- Organization Strategy
- Process Improvement
- Program Management
- Project Budget Management
- Smartsheet
Work Experience
Vice President, Group Manager of Project Management
The Ketchum Group
- Oversaw numerous mission-critical projects, handling budget, scope, resource allocation, tracking, reporting, and deliverables of the highest caliber. Fostered smooth collaborations among agencies and cross-functional teams.
- Steered the global rebrand of Schlumberger to SLB. Revitalized the corporate image and global presence and nurtured relationships to gain buy-in, momentum, and excitement around a new era for the company.
- Managed the agency's global rebrand and wrote their project management and operations playbook.
- Assembled, managed, and developed emerging leaders and individual contributors to set new standards of excellence.
Senior Lead Project Management | Lead Integrated Producer
McCann Worldgroup
- Managed a project portfolio with top clients like USPS, Samsung, Verizon, Honeywell, and Microsoft. Developed and maintained relationships with key accounts and global partners, managing risks, feedback loops, and expectations.
- Established processes and streamlined operations via workflows, platforms, and repeatable best practices at USPS and Samsung.
- Created program-level pricing models and templated staff plans at Samsung and Honeywell.
- Developed a roadmap and open architectural operating model to advance programs at Verizon.
- Steered worldwide implementation and adaptation at Microsoft and applied my ISO framework and certification expertise.
- Shifted quickly to virtual technologies and tools, including Basecamp, during the pandemic to maintain collaborations and relationships.
Project History
Rebrand of Schlumberger to SLB
Rebranded Schlumberger, a 97-year-old global oil company, into a tech company in 25 countries and 15 languages in six months—the most significant incentive the agency has undertaken to date.
I executed a comprehensive plan, transforming the company's image and global presence. Fostering strong relationships among team members and keeping them aligned with the project goals, I played a vital role in maintaining productivity and cohesion. A meticulously crafted "run of show" was implemented for SLT to track and meet tight timelines. This involved a new brand identity for internal and external communications, digital transformation, website, and social media presence.
OUTCOME
SLB's rebranding hit the mark! The NYSE bell rang as they emerged as a global tech leader driving energy innovation for a sustainable future.
Impressive results followed. Social engagement doubled to 40%, and we gained a substantial million-dollar new scope and proposed business model. Their transformation was a resounding success. SLB now stands strong with a refreshed image and a robust digital foundation, ready to lead the way in the tech world.
Operational Efficiency That Secured Samsung
Reversed margin erosion and secured a 7-figure client retention, leading to operational efficiency at scale.
ACTION
I identified the root causes by leading cross-departmental discussions with 25+ team members and conducting a comprehensive audit. We redesigned operational approaches for efficiency, implementing a framework for accountability with tiered pricing and establishing immediate tracking processes.
OUTCOME
This strategic intervention eliminated client scope creep, greatly improved communication, and secured the renewal of a key account, Samsung, bringing in a 7-figure revenue. Additionally, change orders were reduced by around 40%, project processes streamlined, and cost control enhanced. The successful adoption of an automated project management office reduced errors, increased efficiency, and optimized the organization, marking a significant turnaround in our operational approach and setting new standards for future projects.
Novartis CRM Omnichannel Program
Revolutionized MS drug CRM with a personalized, data-driven approach—from one-dimensional emails to a dynamic, omnichannel strategy that builds relationships and drives results.
ACTION
To address these issues, we collaborated with the client to overhaul the CRM strategy. We introduced an omnichannel approach, emphasizing personalization, analytics, and data-driven decisions. A partnership with legal enabled a new, efficient, and compliant submission process using a modular system. We also worked closely with Novartis for seamless integration into their advanced tech stack, adopting an "onboard as you build" method for a smooth transition and ensuring client involvement.
OUTCOME
The outcome was a multi-channel CRM program that facilitates personalized customer interactions, supported by a dynamic email template system. This approach led to improved engagements, consistent lead generation, and enhanced personalization through modular content. The legal approval of the new submission process marked a significant achievement, benefiting our clients and their CRM capabilities.
Skills
Core
Marketing Budgeting, Content Operations, Generative Artificial Intelligence (GenAI), Marketing Leadership
Other
Smartsheet, Program Management, Process Improvement, Integrated Marketing, Cross-functional Team Leadership, Project Budget Management, Organization Strategy, Digital Project Management, Microsoft Teams, Strategy, Basecamp, Adobe Workfront, Profit & Loss (P&L)
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