group account director

2012-2020

Over 8 years I built a trusted partnership with my PepsiCo clients, known not just as the agency lead, but a brand steward who provided valuable strategic guidance. A few quotes from the PFC/BBDO agency review summarize their thoughts:

“Mel Ball continues to be PFC's strongest thought partner in my opinion.” 

“Mel Ball continues to be best in class in pushing our team (both agency + PFC) to think long-term about the business.”

During my time on the PFC business our work made a difference. 

Under my leadership our team contributed to consistent sales growth YOY (e.g. Annual Doritos LTO campaigns saw sales increases of up to 25%) and we garnered industry recognition (CMA, Marketing, Shopper Innovation).

My title might have been GAD, but I often served as the Brand Strategist on my businesses.

• I authored annual communications plans across brands such as Lay’s, Doritos, Quaker, GO and UP Express.

• I led Annual Planning work sessions with clients to identify and prioritize objectives, determine spend based on priorities, set KPIs and outline campaigns/tactics for the year 

• I developed two Positionings for Quaker leading to two original integrated campaigns 

• I regularly worked in conjunction with Planning Leads to develop creative briefs designed to inspire creativity while also meeting aggressive KPIs (see my Strategy Portfolio for additional examples).

I managed a team of 10, always looking for learning opportunities and chances to give each their stage to showcase their abilities.