LinkedInChristine Shoaf

Christine Shoaf

Greater New York City Area
Marketing and Advertising
  1. Big Fuel Communications LLC,
  2. Ogilvy & Mather,
  3. The Martin Agency
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Integrated marketing executive, thoughtful strategist, curious mind, and technology enthusiast.


SVP, Innovation & Global Business Lead

Momentum Worldwide
– Present (1 year 9 months)New York, New York

Global lead for American Express

Managing Director

Big Fuel Communications LLC
(1 year 5 months)Greater New York City Area

Senior Partner, Executive Marketing Director

Ogilvy & Mather
(5 years 11 months)New York

Account lead and cross-agency team lead for Members Project, the North American philanthropic and brand health initiative from American Express. Responsible for coordination among three agencies and complex, multi-channel partnerships with FOX (Glee) and NBC (Education Week), in addition to day-to-day program operations.

In partnership with Ogilvy London, Account lead for the redevelopment of the Platinum and Centurian Cardmember websites for 14 countries across Europe and Asia.

Worldwide digital lead for Kraft Foods and Post Cereals. Responsible for the full spectrum of activities – brand communications, social, mobile, seo, relationship marketing, retail, etc – across multiple beverage and cereal brands, including: Capri Sun, Maxwell House, Tang, Crystal Light, Kool-Aid, Honey Bunches of Oats, Shredded Wheat, and Grape Nuts.

Member of integrated, strategic leadership team on two premier, global accounts: DuPont and DHL. Responsible for all non-traditional, experiential and innovative communications on a worldwide basis.

SVP, Interactive

The Martin Agency
(4 years 8 months)

Operational and financial responsibility for 26-person New York office.

Lead interactive strategy, development and integration for all agency clients. Responsible for interactive billings increase from $300,000 to $26,000,000 and doubled revenue. The department reached profitability in 2004 – the first time since its inception in 1996.

Oversaw team of 15 responsible for media planning and buying, research, web site strategy, definition and development, digital marketing program development and measurement plans for all initiatives for prospects and existing agency clients.

VP, Account Director, Integrated Marketing

(11 months)

Led team within marketing practice, responsible for overseeing all e-marketing and web solution engagements. Clients included: Babcock & Brown, Catalina Marketing,

VP, Interactive Services

Jupiter Communications
(10 months)

Member of executive management team responsible for business growth and client support. Product managed re-development initiative to enhance research development and delivery. Developed a more robust toolset for Jupiter's clients.

VP, Director of Production and Creative Services

Think New Ideas
(2 years 4 months)

Management of production, creative and technology departments, 40+ people, responsibilities included budget allocations, resource management, final approval of all scope, budgets and schedules, Internet marketing strategy for new business and existing clients. Clients included: Gillette, Time Inc., NFL Players Association, and IBM.


  • Brand Architecture
  • Mobile Marketing
  • Media Buying
  • Direct Marketing
  • Relationship Marketing
  • Social Marketing
  • Advertising
  • New Business Development
  • Web Marketing
  • Business Planning
  • Leadership
  • Executive Management
  • Research
  • Web Site Production
  • Finance
  • Program Development
  • Integrated Marketing
  • Media Planning
  • Multi-channel Marketing
  • SEO
  • See 5+  See less

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