Interim Director of Marketing Communications
Wendel Group acquired CSP Technologies, Inc. in January 2015. A new Vice President of Sales and Marketing was hired to establish a strategic marketing program to drive growth for the business. In January 2016, I was contracted to serve as the Interim Director of Marketing Communications on a consulting basis. Acting as the Director of Marketing Communications I assisted the Wendel Group and Leadership team with the strategic positioning of the company to emphasize its material science expertise and proprietary capabilities in active solutions for Pharmaceutical and Food packaging. In August 2018, AptarGroup, Inc. (NYSE: ATR) acquired CSP Technologies, Inc. for a record-breaking $555M in cash. It is a career highlight to have been part of the Marketing team at the time of this successful purchase.
The company, a material science specialist delivering innovative, highly-engineered, active packaging solutions that protect sensitive products, had traditionally been a Sales driven organization, Marketing was a new element of its overall growth strategy. During my tenure with the company, I developed a strategic Digital Marketing program for the business aligned to its Commercial strategy. The company had an old website and the brand was outdated, and it did not reflect its high-value product portfolio and capabilities. Working with a creative agency, we developed a new brand identity and launched a new website with a refreshed modern logo, and tagline, "Your product, actively protected.™" Having significant experience in brand design and management, I worked closely with the Legal advisory committee to review the company's trademark portfolio to ensure its trademarks were maintained correctly so the business could realize the value. The company had historically focused on patent protection but didn't understand the nature of branding. Patents expire, trademarks don't.
I also introduced the company to video as a useful Digital Marketing tool and contracted a video production team to develop short-format educational videos to communicate complex technical messaging. The Activ-Blister™ solutions video realized much success in reaching a broad audience and driving leads for the business. The videos were constructed to convey science-oriented content in layman's terms to spark and understanding of what the company's active polymer technology platform is and how it can be applied across the diverse product portfolio.
Aptar CSP Technologies
Brand design and management, digital marketing, website, public relations, events, video
"I worked with Amelia in two different companies and if you are looking for the best then contact her....as a Marketing Communications professional, she will work with you to create a strategy and execution plan that could include a new company and product brand, company logo, tagline along with a digital media and trade show campaign to deliver high quality leads....cost effectively...she always delivers on time and under budget. But beyond the numbers, she is a team player with a positive attitude and a pleasure to work with." - Richard Okupniak, VP Sales & Marketing, Aptar CSP Technologies
Aptar CSP Technologies