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Vincent Donroe-Wells

Business professor

Education

  • M.B.A., international business, Mercer University
  • B.S., business administration, Long Island University

Credentials

  • Professor of business, Fall 2022—present, Savannah College of Art and Design, Atlanta, GA
  • Category design and customer brand manager, 2010–20, Georgia Pacific, Atlanta, GA
    Directed consumer activation for surface, packaging, and promotional activities, and consumer communication marketing for Angel Soft, Quilted Northern, Dixie, Vanity Fair, Mardi Gras, and Consumer Brands. Managed strategic development and execution of Brand Architecture and VIS ID to differentiate brands from competitors via consumer packaging, product, traditional, and online activations. Developed and directed trends for Home Decor category and how they apply to individual brands and initiatives. Developed Dixie design principles to ensure surface designs are distinct and reflect the brand's unique value proposition. Drove 10% increase. Provided ongoing management of portfolio's designs to capitalize on Home Decor trends. Developed and managed Augmented Reality (AR) strategy and activation for bath cup initiative including product design, packaging, copywriting, online, mobile, and in-store activation including all development, investments, and content creation. Responsible for developing, presenting, and managing customer branded initiatives (trends, designs, copy, opportunities, and design) with strategic retailers. Interacted closely with Target, Walmart, Amazon, and Costco Sales, buyers, trend, and executive teams. Integrated with Innovation Teams to develop/enhance new products for base business and category growth via online and mobile activation. Authored creative briefs, select and brief agencies, negotiated investment and managed creative and resource allocation.
  • Director of marketing, 2009–10, RaceTrac Petroleum, Atlanta, GA
    Managed all marketing aspects across online, search, trade shows, collateral, advertising, and in-store consumer communications to build brand awareness and lead generation. Generated 25% increase leads. Developed SEO ethnic marketing engagement strategy to sell opportunities to target, increasing overall response by 62%. Transformed marketing plan from traditional to digital marketing to reach targeted demographics and presented ongoing communication updates with Sr. Management and Brand Teams, managed internal team, agencies, and vendors. Repositioned brand to leverage consumer-brand values against local, regional, and national competitors.
  • Marketing manager, 2007–09, Federation of Greater Atlanta, Atlanta, GA
    Responsible for marketing, PR, brand development, and project growth focusing on engagment and comprehensive programs to enhance the lives of Atlanta's residents. Designed strategic positioning framework to properly leverage brand strengths and attributes. Developed young adult marketing engagement strategy and execution plan. Led the development for new website and online communication, resulting in a 23% traffic increase. Mentored and managed department staff and donor chairs.
  • Director of marketing, 2004–07, Pike Nurseries, Norcross, GA
    Responsible for all LOB Marketing and PR activities to ensure projected growth and align activities with primary goals. Repositioned brand via extensive consumer research from single-centric "plant sellers" to Outdoor Living Lifestyle Centers. Increased average check by 3%. Reversed negative customer count trend +2.6% by successfully realigning media spending creative. Integrated marketing activities with Operations and Purchasing resulting in a + 7 % consumer experience score. Designed and managed new website and online media plan. Increased retail traffic 24%. Increased same-store sales by $2 million by redesigning new retail environment via brand value positioning. Directed all advertising efforts, from content, copywriting, photography, layout, and production.
  • Marketing manager, 2002–04, Stokke, LLC, Kennesaw, GA
    Responsible for all brand, product, packaging, marketing, and PR-related activities in the U.S. Developed first ever, multimedia marketing calendar to provide clear and actionable marketing initiatives. Advised international senior management and designers on product manufacturing and detail specifications to better support American consumers based on U.S. parent and child attitudes and research. Created strategic PR plan to position Stokke as "leading-voice" in targeted publications via brand positioning. Successfully launched Xplory stroller and Keep dresser product lines. Exceeded sales plan by 12%.
  • Director of franchise marketing, 1996–2002, The HoneyBaked Ham Company, Alpharetta, GA
    Directed entire marketing process for specialty food retailer with national distribution totaling $300M+ in retail, online, and catalog. Charged with unit and profit growth, brand positioning, advertising, pricing, promotions, and packaging. Developed traditional and online advertising and PR strategies and activation via consumer-based research, increasing consideration 12%. Managed P&L and resource allocation, effectively supporting marketing activities for all business units. Planned, managed, and evaluated large-scale franchise meeting to "sell" new initiatives, support brand activities, and build value. Managed direct reports for Retail and Franchise lines of business, along with franchise advisory committee. Senior Mgr. of Marketing ('98–'00): facilitated sales growth by 26% by developing and launching new Cafe business; managed franchise marketing and redesigned marketing spending, resulting in 6% media spend. Retail Marketing Mgr. ('96–'98): redesigned, researched, and implemented new retail environment to transform operational-focused stores into retail-selling shopping environments resulting in 4% same-store sales growth.