Co-Founder & CEO, Brand New: A Collective
Kellie Pean is an experienced cultural marketing executive with a proven track record of building results-driven brand programs across many sectors from CPG to media for more than 15 years. As Co-Founder and CEO of Brand New: A Collective (BNAC), Kellie works with a diverse roster of clients to create immersive experiences, partnerships and content that push the boundaries of what branded entertainment traditionally encompasses.
A dedicated leader with a passion for marketing, Kellie’s previous senior roles at Diageo North America and Valence Media (Billboard, The Hollywood Reporter) allowed her to combine unique skill sets from brand building to operational execution along with her influential network to deliver a unique expertise for clients and consumers.
While at Diageo, Kellie was an accomplished brand marketer who worked across every business unit of Diageo portfolio brands from beer to spirits to wine. Her experience working on mass-market brands like Smirnoff Vodka to more luxury-based brands like CIROC provided Kellie with the opportunity to strategize and execute for a variety of consumers with different needs. Working at such a reputable company also provided opportunities to work on a one-of-a-kind branded content series with VH1, bringing new innovations to market and launching immersive brand campaigns through the line.
Following Diageo, Kellie led the marketing department with Valence Media where her team was responsible for crafting integrated marketing programs for industry partners from automotive to financial services and everything in between. This adaptability enabled her to fuse brand messaging into highly engaging editorial-grade content, resulting in successful programs for established brands like Tiffany & Co, Net-a-Porter, New Balance, American Airlines, American Express and 1800 Tequila and artists like G-Eazy, Teyana Taylor, Wale and Mike WILL Made-It.
In addition to charting BNAC’s growth and managing day-to-day marketing operations, Kellie manages the demanding and exciting lives of her three little children, alongside her husband, from their residence in New York. An Ohio native, Kellie earned her Bachelor’s Degree from Miami University of Ohio and a MBA from The University of Chicago’s Booth School of Business.
Branding Opportunities: The New Paradigm
10/13/20, 9:00 PM
Music is the most universal language in cultural marketing. But translating some of the nuances to marketing executives requires a mix of storytelling, data-driven insights and street savvy to create true harmony for a partnership that can really sing. We’ll learn the tips and tricks for how each side of the table -- from artists and events to blue-chip brands and agencies -- is adapting to the new marketplace norms to create breakthrough music-brand programs.