646.337.8008 [email protected] annaschneidermayerson.com

ABOUT ME ­—

Senior brand and innovation advisor, inspiring team leader and people developer, expert creative catalyst and collaborator. I blend my agency experience, MBA, and background in journalism into a signature approach that is generative, rigorous, insightful, and impactful.

A born-and-bred New Yorker, outside of work I balance my energy for experimental theater and gastro-anthropology with silent retreats, poetry, and dance classes.

BRAND & INNOVATION EXPERIENCE —

Independent Brand & Innovation Consultant / June 2017 – Present • Agency captain: Senior project leader and thought partner to teams across agencies including Redscout, Gretel, and Wolff Olins. Worked with approx. 20 clients across industries, from digital media and gaming to retail and chocolate. Brought in repeatedly to strengthen relationships, execute and elevate work, and train across brand and design strategy, innovation strategy and concepts, insights, and pitches • Freelance projects include: brand strategy and brand behaviors attributed for helping to chart a new business course for a legacy retailer; leading a six-person design and strategy team in end-to-end repositioning and new visual identity for a premium coffeehouse • New venture leader: refined and mapped out a new ideation process for NYC-based venture studio (portfolio raised >$100 million in past three years) in collaboration with the head of design, head of concept development and team’s co-founders

Fahrenheit 212 / Innovation Director, Magic team / March 2014 – April 2017 • Led cross-functional teams that included research, new business, commercial strategy, idea development, and design functions • Developed innovative services, products, experiences and new positionings for clients across travel and hospitality, CPG, retail, apparel, and art, from exploratory research through to strategic platforms and new product development and design. Doubled historical BASES success rate for flagship CPG client. Selected clients: Marriott, Saks Fifth Avenue, Nestle • In addition to client work, designed signature brand + innovation offerings for the firm and launched multiple training platforms to strengthen team skills around insights, concept generation, and collaboration • Promoted from Senior Consultant, to one of three innovation directors of the Magic team Voices of Fahrenheit profile

BBDO / Senior Planner / June 2010 – February 2014 • Creative strategy and new product concept development across categories. Selected clients: The Art of Shaving, Monster.com, Campbell Soup • Creative strategy for facial-hair styling (won Effie) and bodygrooming launches for Gillette globally • Concept writing, naming and positioning for new-to-the-world, category-creating shaving experiences • Promoted twice: from New Products Manager to Planner to Senior Planner

Added Value / October 2009 – May 2010 • Quantitative Team – Designed segmentation, analyzed brand trackers

PepsiCo-Frito Lay / MBA Brand Management Intern / June 2008 – August 2008 • Developed insights for launch of new snack brand; national campaign won two Silver Effies

Sample Work — available upon request ANNA SCHNEIDER-MAYERSON

JOURNALISM EXPERIENCE —

The New York Observer / Staff Reporter, Engagements Columnist / April 2004 – July 2007 • Recruited to the storied New York weekly newspaper with influential readership (paid circulation: 51,000+; monthly website visits: 500,000+). Managed complex, fast-paced reporting and writing process to originate 100+ articles, >50% appeared on front page • Led the creation of new content area, the legal beat; successful launch led competitors to replicate strategy • Profiled on CNN for covering year-long high-profile conflict between The New York Times and the federal government; coverage cited in The Times for leading the news-cycle: “The Observer obsessively covered a very complicated year in the history of The New York Times”

The New York Sun / Staff Reporter / April 2002 – March 2004 Brill’s Content, Vogue, Details & Time Out New York / Freelance Writer & Fact-Checker / June 2000 – March 2002 • Started my career in print journalism at the transition to the digital age, researching and writing about the media, food and fashion trends • Drafted as one of the first reporters for The Sun, a start-up daily newspaper. Authored 200+ stories as general assignment and features reporter on daily deadlines, establishing style as one of fresh observational creativity, grounded in rigorous fact-finding • Established identity for The Sun in signature coverage areas of education and politics; stories cited in The New York Times

Sample Work — Stuff It, Emo Boy! Identifying a soft new strain of masculinity When Hungry Hipsters Go Burp Behind the scenes before Shake Shack was Shake Shack Pusses in Boots Taking the pulse on a questionable new fashion move Jenna Bush is a Scoop Girl Diagnosing how the Scoop boutique transformed fashion culture Mademoiselle of Madison Avenue On the trail of an elusive Upper East Side character The Little Supremes Scouting the Gunners Who Have their Eyes on the Big Bench

EDUCATION —

The Wharton School, University of Pennsylvania Master of Business Administration 2009 Major: Marketing & Operations Management Concepted Babytility, an app for moms on the go

Harvard University Bachelor of Arts in Social Studies 2000, Cum Laude Major: Social Studies Edited best-selling Let’s Go Paris travel guide; co-editor of weekly culture magazine; choreographer for modern dance company; studied abroad in Paris