Rosemary Calderone

Rosemary Calderone

I've spent twenty-five years on both sides of the agency table.

Brand and marketing strategy for brands. Growth strategy for agencies. Leadership for both.

Boulder, CO  |  New York, NY

Recognition

30+

Creative and effectiveness awards, including Cannes Lions and Effies.

50+

Integrated campaigns led across B2C and B2B, in every channel and industry.

25 yrs

Brand and growth leadership at Pace, McCann, MSL, Havas and KBS.

Brands I've worked with: Microsoft, Xbox, P&G, Tampax, Always, Pampers, Luvs, Coca-Cola, Liberty Mutual, Vanguard, Nasdaq, Voya Financial, Verizon, Vail Resorts, BMW, The Home Depot, Zillow, Ulta Beauty, Beam Suntory, Chambord, Match Group, New York Lottery, Smartwool, Sundays for Dogs, Hewlett Packard Enterprise, AT&T, AstraZeneca, Bank of America, Chase, Ann Taylor, FTSE and UPMC.

What I do

I'm a creative integrated marketer who starts with goals and strategy, and builds an integrated plan from there. I'm fluent in broadcast, video, digital, website, social media and PR.

People usually reach out when they need fast help on a quick-turn project. During a leadership transition. A pitch. A campaign launch. A marketing or communications plan that isn't landing.

Fractional Leadership

CMO for a brand. CGO for an agency.

  • Set the vision and the direction, own the numbers
  • Run the marketing or growth function, end to end
  • Build and structure the team, process and work
  • Carry the relationships: clients, pipeline, partners

Ongoing. A set number of days per week or per month, over three to twelve months.

Brand & Marketing

For brands and agencies

  • Audience definition, insights and archetypes
  • Brand strategy, positioning, and key messaging
  • Integrated marketing and comms plans
  • Go-to-market planning and execution oversight

A day. A working session, and a written point of view after. Or a project, four to ten weeks.

Growth

For agencies

  • Agency positioning with an honest competitive review
  • Annual new business, marketing and comms plan
  • Credentials and case studies that differentiate
  • Growth diagnostic: pipeline, conversion, revenue gaps

A day with your leadership, and a written read after. Or a diagnostic, six weeks.

How I work

A few engagements a year

This is a deliberately small practice. If the timing doesn't work, I'll tell you straight away.

Fixed fee, by project or by month

You know the number and the deliverables before we start. No hourly billing, no surprises.

Senior, start to finish

No team, no juniors, no handover. The person you meet is the person doing the work.

Thinking, or running it

On a project, I build the strategy and your team runs it. On a longer engagement, I run it with you.

About

Rosemary Calderone

I've spent twenty-five years on both sides of the creative advertising agency table, leading global brand work for clients and driving new business for agencies, large and small. I have experience working with some of the biggest brands on the planet as well as pre-revenue brands. I've partnered with brands in almost all industry verticals, with a soft spot for CPG, wellness, fitness and technology.

From brand strategist to business and growth leader: I've written the brand platform, come up with the ideas, sat in the room when those ideas were sold, and have been accountable for bringing the work to life. I've also written agency growth strategies and pitch strategies that deliver. I'm not afraid to get my hands dirty, and I love to dig into the work itself. Having lived these experiences, advice from me is practical yet creative, and the plans are always grounded in reality.

I'm based in Boulder, by way of New York City, and I take on a small number of engagements a year.

Get in touch

Let's talk.