Alcoa aluminum appoints MarComm, Branding Director
Aluminum producer Alcoa, Inc., has appointed Dina Shapiro to the position of director of marketing communications and branding to drive its integrated marketing strategy and enhance worldwide brand awareness, Galaxy Stocks
Shapiro brings experience from both the corporate and agency side of marketing communications to the Pittsburgh-based manufacturer.
She has 18 years of marketing experience at top agencies including Y&R
, where she worked with leading brands like MasterCard, Kleenex, Campbell’s Soup, Lever2000, Excedrin, Lubriderm and Hellmann’s.
Most recently, she served as senior vice president of brand strategy at Citibank, leading strategic positioning, driving marketing best practices and ensuring brand consistency across communications.
In addition to being the world’s leading producer of primary and fabricated aluminum, Alcoa is also the largest miner of bauxite and refiner of alumina globally. The company provides aluminum products for several industries like aerospace, automotive, packaging, building and construction.
In an interview with WinmoEdge, Shapiro stated that she will be translating Alcoa
’s global reach, innovation expertise and sustainability leadership into marketing programs that strengthen the company’s brand worldwide.
“Working with the talented marketing teams within Alcoa’s business units, I will work to enhance Alcoa’s iconic brand around the world and spearhead an integrated marketing communication strategy to grow the business and increase shareholder value,” she stated.
She added that the company will benefit from her past experience driving integrated marketing communications strategies and developing impactful creative campaigns.
“I bring to Alcoa a blend of deep experience on both the corporate and agency sides of marketing communications, having worked across many industries and product categories, such as packaged goods, financial services, sports marketing and travel and tourism, and on some of the world’s most iconic brands,” our source said.
Among her duties, Shapiro will focus on defining the Alcoa brand and integrating it internally and externally across all business units, products and outreach initiatives.
“Alcoa has an iconic brand,” she stated “As we celebrate 125 years of modern aluminum production this year, the prospects for our ‘miracle metal’ have never been brighter. I will work to build on the existing work that has been done to increase awareness of how light, strong and recyclable aluminum can deliver innovative and sustainable solutions to our customers.”
This will include selecting the most effective and efficient media mix necessary as the manufacturer uses a “channel agnostic approach” to reach specific audiences.
“Alcoa is a global company operating across 31 countries and our list of global stakeholders is diverse,” Shapiro added. “Our marketing communication efforts will therefore be tailored to deliver relevant messaging to appropriate segments.”
According to The List database, Alcoa has contracted Warrensville Heights, Ohio-based Manning Selvage & Lee
since 2006 as its agencies of record.
The company also has worked with Pittsburgh-based Bromley Communications
for media planning, creative and research since 2004.
The Nielsen Company reported that Alcoa allocated $430,000 towards measured media in 2010, most of which – about $420,000 – went towards B-to-B initiatives. About $2,100 was also spent on spot radio ads, while about $1,700 was spent on Internet ads.