Marketers

摘要

When Karen Jones joined DHL Express USA last year in the newly created position of VP-advertising, brand and promotions, she had to start from scratch to build a marketing department and embark on the company's first U.S. advertising campaign in 20 years. Her efforts in doing so and the demonstrated success of the campaign have earned Jones BtoB's Marketer of the Year designation. "When I first joined DHL, the marketing organization was newly formed. My challenge was to rebrand this entire company and begin to change the mindset of DHL being a small, niche shipping company to a large, significant logistics and shipping company in the U.S.," Jones said. Under her direction, the marketing department has grown to more than 50 people, with disciplines spanning advertising, promotions, sponsorships, telemarketing and direct marketing.