The Forest Stewardship Council US announced today its appointment of Etienne McManus-White as Chief Marketing Officer.
Etienne will lead all marketing efforts for the FSC, including the execution of US consumer strategy and corresponding campaigns. She will also serve as a principal liaison with all FSC business partners.
“I am thrilled with the depth that Etienne brings to one of the most critical functions of the FSC, creating market value and demand for exemplary forest management. Etienne has proven success building consumer-facing brands and solving complex marketing challenges,” said Corey Brinkema, President of FSC US. “She is an extraordinary addition to our US team at a time when the FSC brand is gaining incredible traction with both industry and consumers alike,” he added.
Prior to joining the FSC, Etienne spent the last four years working as Vice President of Marketing for national retailers Wet Seal and Christopher & Banks, where she was responsible for driving business results and differentiating brands during some of the most challenging economic times in US retail history.
In addition to her domestic US experience, Etienne spent over a decade with Leo Burnett and Fallon Worldwide, leading international marketing campaigns and ensuring the highest level of strategic and creative integrity for brands as diverse as Citibank, Nintendo and Procter & Gamble.
While working with Citibank, Etienne was a key member of the team that developed the critically acclaimed “Live Richly” global advertising campaign, creating worldwide communications that were customized for local market needs and cultures. The long-running campaign drove customer acquisition and retention, and significantly increased brand preference and differentiation. It also won 100+ awards, including an Emmy, AdAge 2004 Campaign of the Year and a 2007 Global Effie for best global marketing campaign.
“I am excited to contribute to FSC’s vital efforts on behalf of the world’s forests and am impressed with all that FSC has achieved, especially in business-to-business channels,” said McManus-White. She added, “One of my primary objectives will be to grow and enhance the platform for all communications and activities to accelerate consumer interest in FSC-certified products.”
SOURCE: Forest Stewardship Council
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