Qualifications

CHRISTINE PIETRYLA WETZLER

As an experienced communications consultant and fractional Chief Marketing Officer, I am dedicated to helping packaging and energy companies enhance their brand, market share, and profitability, and excel in developing comprehensive marketing and branding strategies, overseeing product launches, and managing crisis communication plans.

Having worked in executive roles since the beginning of my career, I have proven experience navigating complex and challenging crisis situations and managing global plans and teams. I am recognized as a strategic growth catalyst experienced in generating new and keeping recurring revenue. I capitalize on more than 25 years of operating experience, management skills, strategic mindset, and vision to lead businesses in an increasingly technology-driven age. My strengths include:

Executive Leadership & Presentation Skills | Strategic Communication Planning | General Business & Financial Stewardship | Strategic Partnerships & Corporate Alliances | Online & User Engagement & Experiences | Digital Marketing & Social Media Strategy | Product Marketing & New Market Development | Customer Acquisition & Retention

SPECIFIC LEADERSHIP EXPERIENCE

Pietryla PR & Marketing LLC | Owner & Founder | 2002-Present

Leading strategic marketing and PR initiatives for a diverse portfolio of companies and occasionally serving as a fractional CMO or outsourced marketing leader. I have successfully kept this company profitable for over 20 years while helping clients enhance their brands, increase market share, and improve profitability. 

Some notable clients include Footprint Packaging, Servidyne (NASDAQ: SERV), Pregis Packaging, Secure Applications Packaging, and Accredo Packaging. I also served as the editor of Packaging Technology Today and Paper, Film & Foil Converter. I currently contribute to those publications, as well as to Forbes and Entrepreneur.

My notable executive responsibilities include:

National Coal Corp. (NASDAQ: NCOC), Knoxville, TN | Fractional CMO | 2004 - 2010

In this remote role, I oversaw all marketing and communications efforts, including PR,  brand management, crisis communication, and investor relations. I reported directly to the CEO. My key responsibilities and accomplishments include:

• Led the development and execution of a comprehensive crisis communication plan addressing scenarios such as workplace injuries, fatalities, security breaches, and protests. Trained managers at each location and conducted annual updates and drills in collaboration with MSHA. 

• Managed crisis response during significant incidents, including one fatality, mitigated negative media coverage, and maintained regulatory compliance. Frequently managed online and in-person protests.

• Created the founding branding, including the company’s logo, website, and all marketing materials. Managed the creation of annual reports, SEC filings, press announcements, and online communications. 

• Pioneered the company’s use of social media within SEC guidelines, leveraging new platforms to effectively engage with stakeholders and enhance corporate communication.

• Developed strategic partnerships and alliances, notably bringing the Friends of Coal initiative to Tennessee and collaborating with an independent journalist to educate the Tennessee government. Organized an event in Nashville and coordinated lobbyists to meet with state senators voting on coal-related bills.

• Managed all investor relations, including filing 8-K and 10-K reports with the transfer agent and writing all financial press announcements in compliance with Regulation FD. Crafted scripts and leadership responses for investor calls. Conducted analyst relations and roadshow content to raise capital as needed.

• Enhanced corporate visibility and credibility by consistently securing top 10 recognition among U.S. publicly traded coal companies despite being the smallest publicly traded coal company in the U.S.
  

inRiver PIM, Chicago, IL & Malmo, Sweden | VP Global Marketing & Communications | 2015-2016

In this role, I reported to the CEO and oversaw the company’s entry into the US market. My key responsibilities and accomplishments include:

• Expanded and managed a bi-continental marketing team, starting with three team members in Malmo, Sweden, and hiring two additional members in Chicago. Opened the new Chicago office, negotiating the lease and hiring support personnel.

• Implemented a global CRM system, streamlining lead capture and customer relationship management across multiple geographies. This included setting up a strategic lead capture system via the website to efficiently funnel leads into the CRM.

• Revamped the company’s website on Episerver to enable geographic targeting of users, enhancing user experience and engagement. This also involved updating the company’s logo and rewriting key messaging to better reflect the brand’s value proposition.

• Developed and prepared collateral, including a modular tradeshow booth for frequent use, ensuring a consistent and professional presence at industry events and maximizing ROI from trade show participation.

• Enhanced the company’s global social media strategy by implementing multi-language postings, significantly increasing global reach and engagement.

• Strengthened brand identity and market presence through targeted marketing initiatives, contributing to the company’s growth and recognition in the industry.
  

OVAL Fire Products | Advisory Board Member | 2015-2019

As an Advisory Board Member and founding investor, I helped write web content and press releases, managed Series-A fundraising communications, developed a go-to-market plan, and coordinated the initial series of product launches. Additionally, I assisted in designing the company's website, logo, labels, and marketing collateral.

Walker Sands Communications | Senior Vice President | 2012 – 2014 

I oversaw the strategic direction of client work for mid-sized and blue-chip companies, such as Cisco, Acquity Group, hybris Software, and CompTIA. I added over $90,000 in billings to the firm within the first three months. I managed a 48-person public relations team and increased the department’s profitability by 130% in two years while maintaining an average employee retention rate of over 95%.

Dow Packaging | MARCOM Leader | 1999 - 2001

As a key executive team member at Dow Performance Foams, I reported directly to the President of Dow Performance Foams. Some of my key responsibilities and accomplishments included:

• Managing a global budget and coordinating with agencies and vendors to ensure consistency

• Leading the creation of marketing materials for all global packaging tradeshows, including booths, brochures, and press announcements, and ensuring a cohesive brand presence across multiple international events.

• Pioneering an online supply awareness program, which served as a precursor to an online PIM system, enhancing customer engagement and streamlining supply chain communication.

• Achieving static product specifications for the ETHAFOAM brand in retention and storage requirements, expanding Dow's foam products' market reach and application.

• Participated in the corporate crisis team and ensuring our unit’s readiness for potential issues.

OTHER EXPERIENCE & COMMUNITY SERVICE

Grant Jacoby Advertising & Public Relations | Account Executive | 2001 - 2002 

• Clients included Dyneon Fluoropolymers, Rexam Beverage Can Americas, SPSS, and International Truck & Engine

Gibbs & Soell Public Relations | Account Executive | 1999 - 2001

• Clients included Dow Engineered Films & Laminates and Dow Performance Foams 

Community Service/Leadership

• Rotary of Lake Zurich

• University of Florida College of Journalism, Public Relations – Advisory Board Member 

• Holiday Heroes Foundation – Director/Executive Board

• Chicago Public Library Foundation – Vice Chair/Communications for Junior Board

EDUCATION & CERTIFICATIONS

Bachelor of Science in Public Relations | University of Florida (Gainesville, FL) | 1999