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Toni Alligier

BRAND MARKETING / CREATIVE CONTENT MANAGER

Work History

2017Current

Production Account Manager

KERNEL
  • Kernel is a full service creative services agency created by Spectrum Reach within the Time Warner/Charter Communications footprint.
  • Manage the creative process and production of local, regional, and national content for multi-platform marketing and advertising campaigns.
  • Lead a team of Producers, Creative Designers, Copywriters, and Editors to create award winning linear and digital advertising creative.
  • Develop creative briefs, scripts, talent casting, production coordination, concept development, and overall creative content management.
  • Manage the creative process workflow from ideation to creation to the delivery of final broadcast quality media content to local and regional businesses.
20142017

Marketing Manager, Media Production

ROYAL CARIBBEAN CRUISES, LTD
  • Managed all aspects of global film, photo, and drone production shoots including ideation, hiring film crew, casting talent, negotiating contracts, coordinating all logistics, art directing, and overseeing post-production. (Project budgets ranged from $15K to $4M)
  • Executive Producer for branded short films, TV commercials, photo shoots, and aerial drone shoots on land and on board cruise ships in over 20 countries.
  • Lead developer on the design, build, testing, training, and global launch of a tri branded digital asset management system (Asset Value $30M)
  • Directed the in house creative services team of video and photo editors responsible for developing branded con­­­tent for use in social media, broadcast TV, brand videos, sales presentations, shipboard TV, trade partner advertising, and brand websites
  • Created the post production and distribution process for global digital assets and implemented it across all marketing channels
  • Successfully negotiated talent contracts, content usage rights, and legal agreements for global content development projects
  • Monitored talent contracts and asset usage metrics 
  • Managed overall forecasting and budgets for marketing production and digital asset development
20062014

Brand Manager, Global Advertising, Media and Production

ROYAL CARIBBEAN CRUISES, LTD
  • Promoted from Account Executive to Brand Manager in 2009
  • Launched numerous global advertising campaigns for TV and online, DRTV, radio, print, and out of home initiatives
  • Managed media and advertising agency partners scope of work including project timelines and the brands overall advertising strategy
  • Oversaw script development, casting, editing, and overall production of brand videos, branded entertainment projects, media integrations, and TV commercials
  • Established the workflow process and all associated documents used to successfully produce global sales and marketing film and photo shoots
  • Managed strategic media partnerships and all branded media integrations
  • Developed comprehensive brand guidelines defining the brand positioning and illustrating the use of logos, fonts, images, video, and legal disclaimers for global brand advertising campaigns
  • Partnered with fifteen sales and marketing offices around the world and trained them on brand standards to ensure that the brand voice and communications strategy was consistent throughout all global advertising channels
  • Responsible for approving advertising creative developed for trade partners by the in house creative agency
  • Managed forecasting and budgets for consumer advertising, national and regional media buys, and commercial production projects. (budget $65M)
20032006

Loyalty Marketing Account Executive

ROYAL CARIBBEAN CRUISES, LTD
  • Designed rewards program for Royal Caribbean Visa credit card. Trained and launched program fleet wide. Developed advertising materials
  • Designed loyalty rewards program, marketing collateral and training materials for Royal Caribbean Visa credit card program. (over 1 million global members)
  • Performed shipboard audits to ensure Crown & Anchor loyalty program Gold Anchor Standards were met throughout the onboard operation
  • Analyzed marketing data to track program performance and progress towards meeting KPIs and revenue goals
  • Analyzed customer data to create new retention campaigns and program improvements
  • Worked closely with cross departmental teams to drive awareness and educate them on the value proposition of returning customers
  • Coached and developed Loyalty Call Center Agents and shipboard Loyalty Ambassadors on sales and service techniques to meet corporate goals to drive customer loyalty. (Responsible for 150 Sales Agents)