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At Allucent, we are focused on building or reinvigorating your brand, creating powerful marketing strategies, and ensuring you have the internal and external teams to dynamically execute the vision.
At Allucent, we are focused on building or reinvigorating your brand, creating powerful marketing strategies, and ensuring you have the internal and external teams to dynamically execute the vision.
BRAND STRATEGY
BRAND STRATEGY
Brand Purpose, Positioning, Values
Brand Expression (Visual, Tonal)
Target Consumer Identification
Persona Development
Consumer Journey Mapping
Product Brand Architecture
Private Label Brand Management
Consumer / Category Research
Trademarks
MARKETING
MARKETING
Engagement / Connections Planning
Creative Strategy, Management
Paid Media Strategy, Management
Social Strategy, Management
Influencer Strategy, Management
Content Planning and Process
Breakthrough Campaigns Leadership
Web Design Leadership
New Product Launch Plan
INFRASTRUCTURE
INFRASTRUCTURE
Fractional CMO / VP Marketing
Design Marketing Team Org / Roles
Job Descriptions / Interview Guides
Identify Internal vs. External Roles
Agency / Vendor Selection, RFP's
Team, Agency, Vendor Onboarding
Plans / Workshops for Team Synergy
Extension of Pitch Team for Agencies
Mentorship and Coaching
PAIGE FARROW
PAIGE FARROW
I have over 20 years experience in corporate marketing. I am a change agent with a track record for assessing businesses and brands and understanding what needs to be done, creating strategies, and then driving them through execution. I'm your trusted fractional CMO / VP of Marketing and the person you call when you need core brand and marketing strategy projects led with excellence.
My marketing experience started at The Coca-Cola Company where I led digital, social and loyalty initiatives for multiple trademark and challenger brands. It is here where I found my love and respect for consumer-centric marketing and best-in-class branding.
After Coca-Cola, I was recruited to lead Marketing for Char-Broil Grills. A family-owned and smaller business, my time at Char-Broil taught me to wear many hats and roll up my sleeves as I built out their first-ever brand strategy, VisID, marketing plans, teams, agencies, and led the D2C channel. I was on the ELT reporting to the CEO which created an opportunity to deeply understand marketing as a lever for growth within an entire organization.
In my most recent corporate role at NAPA Auto Parts, I led and built out the first-ever Brand team which included all brand management, private label, creative strategy and design, connections, and social. In my time there I transformed the brand to regain its iconic status and reinvented a high-margin challenger brand from top to bottom.
I've now transitioned into consulting as it offers the opportunity to work with a variety of brands, companies, and people. A native Atlantan, I live in Marietta with my husband and two children. I'm also a die-hard health, fitness, skincare, and beauty junkie... and I can't pass up a personality test or a spicy margarita.
Let's Talk
Let's Talk
Let's put our heads together to solve problems and identify opportunities for your business. Whether you want want an interim CMO or something more specific, working with ALLUCENT will shine a light on the one, or many, areas where help is needed.
"Paige brings a wonderful blend of strategic, creative and analytical skills to delivering results with each marketing challenge. At Charbroil she brought foundational thinking to a portfolio of brands and accelerated the digital brand footprint to best in class. This also included building out the first digital marketing team. She has a strong comprehension of how to build brands AND drive business results."
"Paige brings a wonderful blend of strategic, creative and analytical skills to delivering results with each marketing challenge. At Charbroil she brought foundational thinking to a portfolio of brands and accelerated the digital brand footprint to best in class. This also included building out the first digital marketing team. She has a strong comprehension of how to build brands AND drive business results."
Chris Robins
CEO, Instant Pot Brands
"Paige is not only a brilliant brand marketer, but she is able to deliver results that impact the bottom line in the short term, while driving sustainable profitable growth for any company. She can see around corners, seeing the unseen problems with the ability to communicate across all levels for understanding and buy-in. She is a ray of sunshine and makes everything she touches better."
"Paige is not only a brilliant brand marketer, but she is able to deliver results that impact the bottom line in the short term, while driving sustainable profitable growth for any company. She can see around corners, seeing the unseen problems with the ability to communicate across all levels for understanding and buy-in. She is a ray of sunshine and makes everything she touches better."
Marti Walsh
VP Marketing, Kimberly Clark
"I worked with Paige as the head of her agency of record for nearly eight years and across four different brands she led during that time. She is, hands down, one of the hardest-working, smartest, most strategic, most collaborative and most fun clients I have worked with in my 22-year career. Whether you need big brand thinking or roll-up-your-sleeves doing, Paige is one of the very best."
"I worked with Paige as the head of her agency of record for nearly eight years and across four different brands she led during that time. She is, hands down, one of the hardest-working, smartest, most strategic, most collaborative and most fun clients I have worked with in my 22-year career. Whether you need big brand thinking or roll-up-your-sleeves doing, Paige is one of the very best."
David Mullen
CEO, The Variable Agency
PROPRIETARY FOUR PHASE APPROACH
PROPRIETARY FOUR PHASE APPROACH
Whether your brand or product needs a little work, or a lot, my four phase approach ensures we start with insights, are focused on the target, create meaning in your brand or marketing plans, and empower your team to take the strategy and execute for years to come. Once I understand what your needs are, we can take as much or as little of this approach as needed and as your budget affords. For Fractional CMO roles, I also include general marketing leadership including budget and people management.
Discovery & Assessment
Discovery & Assessment
In order to understand the business and brand opportunity, I need to immerse myself in data and talk to employees or partners who know most about the brand and business. I can then provide a summary report and accurate assessment of what needs to be done in the next phase.
Strategy & Planning
Strategy & Planning
Good strategy starts with insights, a firm understanding of your customer, and a solid brand foundation. Once I have developed these areas, I create a strategic marketing and measurement plan. This ensures consistency, enables action, and drives long term profitable growth.
Infrastructure & Playbooks
Infrastructure & Playbooks
I ensure your investment in marketing strategy is executed seamlessly by building out the right marketing team, choosing agencies and vendors that fit, and arming the teams with playbooks. This includes developing structures and processes to mitigate discomfort and error.
Training & Execution
Training & Execution
I ensure new team members and external partners are trained on the insights behind the strategy, the brand, the marketing plan and all playbooks. Once the team is up and running, I am available for ad-hoc consulting.
The ALLUCENT brand purpose is to shine a light on, clarify, and illuminate your brand, business or product's opportunity areas, and then create plans to drive meaningful change and visible market growth.
The prism icon represents my role. When light comes into a prism, it has no color, is traveling at different speeds, and different angles. However, while moving through the prism, the light slows down, changes angles, and sorts itself out. What was invisible white light before, is now a beautiful rainbow that has purpose and pause-power in its beauty.
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