Vicky Wilkens

Vicky Wilkens.jpg

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   vwilkens@fullsurge.com

 

Vicky Wilkens

 

Vicky has over 15 years of executive brand strategy and digital marketing expertise with leading Fortune 500 companies. Her career has spanned across technology, media, sporting goods, healthcare and entertainment categories to better position offerings and services in the marketplace for brands such as IBM, The Weather Channel, Mizuno, Active, Time Inc. and Turner Broadcasting.

As a member of the senior leadership team, Vicky gained brand, digital media and business strategy expertise. At Treatment Management Company, a leading healthcare start up, she was Chief Marketing Officer where she repositioned the brand portfolio for new services and differentiation in a fast-paced, growing substance abuse/addiction category. At IBM, Vicky was the VP of Consumer and Brand Marketing for The Weather Channel, leading global expansion, user acquisition and awareness of digital products into new markets in APAC, Americas and Europe.  Vicky was also responsible for the communication and marketing of Watson AI capabilities into all digital products and the brand strategy transition of The Weather Company B2B and corporate brand into the IBM Watson brand category.  

Prior to IBM acquisition, Vicky produced the brand identity & strategy for The Weather Channel, resulting in the tagline “It's Amazing Out There”.  The new brand positioning increased primetime viewership and allowed for new programming and content growth.  The new brand identity received Promax Awards in 2014 and 2015, an Emmy nomination, and a broadcasting AMY Award in 2015.

As running brand manager at Mizuno, Vicky increased sales by 23% in one year through the launch of a national advocacy, digital brand campaign resulting in 5 North American Effie Awards including “Most Effective Advertiser”.  She drove consumer segmentation and shopper market research to define the running target consumer.  Vicky also led the brand building and consumer marketing strategy for a high-growth tech company that went from a startup to IPO to $1 billion private equity sale. She merged 60+ acquired brands into one B2B and B2C hero brand through year-long, brand re-definition in preparation for IPO.  Vicky helped deliver 28% YoY revenue growth on Active Network’s $40+ million Media + Marketing business and audience growth initiatives contributing to 50% growth in traffic on Active.com.  

Early in her career, Vicky learned strategy building and sports marketing expertise in junior roles at Turner Sports, Time Inc and Nike.  Vicky earned a B.A. in English and Communications Studies from University of Michigan in Ann Arbor where she was a NCAA Scholarship Athlete, Big Ten Athletic Academic Recipient and Four Year Women’s Soccer Starter.