CALABASAS, Calif. – ValleyCrest Landscape Cos., an integrated landscape services firm, announced the promotion of Caroline Weilert to vice president of marketing, a newly created position. Weilert joined the Calabasas, Calif., based firm in 2005 and served as director of marketing, following nearly 15 years in the marketing and public relations industry.
Over the past two years, Weilert has assumed greater responsibility for leading the marketing efforts of the company, including building a team of six internal marketing specialists, establishing a brand vision and producing a wide range of materials to support and solidify the company’s growing presence both nationally and internationally.
“Caroline has proven to be a strong leader and trusted advisor to the corporate team as well as division leaders and our senior executives across the world as ValleyCrest has grown into new markets and countries,” said Richard A. Sperber, president and CEO of ValleyCrest, to whom Weilert reports. “She understands all areas of marketing and has the strategic insight to create a brand vision that truly reflects what ValleyCrest is, does and means to our customers. She sets the bar high and continues to drive excellence in all of our marketing that reflects ValleyCrest’s reputation for delivering the highest quality landscape design, construction and maintenance services.”
Among the variety of significant marketing efforts that Weilert has recently spearheaded include a complete repositioning of ValleyCrest’s brand to better reflect customer needs and achieve greater consistency. She is involved in setting marketing strategy and supervising all aspects of public relations, advertising, e-mail marketing, trade shows and employee newsletters, as well as oversight of three external agencies, and developing the companies’ interactive and social media program.
Key marketing efforts that Weilert led over the past 18 months include:
• Developing a new corporate Web site in 2009 that is being honored on July 15th as one of the country’s Best Web Sites by the Society for Marketing Professional Services (SMPS), a national architecture, engineering and construction industry organization.
• Design and production of a new collateral system featuring a consistent look for the ValleyCrest family of companies that included more than 20 brochures that range from corporate capabilities pieces, division overviews to service specialties for each region the company serves.
• Development of a 108-page coffee table book to commemorate ValleyCrest’s 60th Anniversary in 2009.
Prior to joining ValleyCrest, Weilert was vice president at Weber Shandwick Worldwide in Los Angeles, where she led the San Francisco consumer marketing department for the global, full-service public relations and marketing communications agency.
During her eight years at the firm, she served as a senior-level strategist for a myriad of clients in the food and beverage, travel and tourism, packaged and luxury goods and retail sectors. Among the notable accounts and campaigns she was responsible for managing included Carl’s Jr./Hardee’s, The Coca-Cola Company, Harley-Davidson, The Body Shop, CVS/pharmacy and Kohl’s.
Weilert graduated from Tulane University in New Orleans with bachelor’s degrees in English and sociology, and she received an MBA from California State University, Northridge, in 2003.