Anita Handson
Brand and Strategy Marketing Executive
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A Bit About Me
Hello! I’m Anita Handson, a mission-driven marketing leader with over 17 years of experience in brand strategy, integrated marketing, and content development across diverse channels and cultures. Throughout my career, I’ve built strong relationships and delivered measurable value for global and national brands and products, with a proven track record in B2B, D2C and B2B marketing for Consumer-Packaged Goods (CPG), nonprofit organizations, and philanthropic initiatives. My passion lies in elevating brands and their products by creating meaningful messaging that connects with diverse communities and audiences authentically through innovative strategies.
Professional Journey
I currently serve as the Marketing AVP of Brand and Strategy at National University, one of the largest private nonprofit universities in the U.S. focused on making higher education accessible to non-traditional, working, and military students. My work focuses on brand marketing and driving impactful advertising campaigns that elevate businesses and communities. Previously, I was an instructor of Strategic Online Marketing at the University of San Diego, where I began my journey into higher education while supporting business growth for CPG food and beauty brands under Unilever, Kelloggs, and General Mills.
Personal Background
I was born into a bicultural family with a U.S.-American father and Ecuadorian (naturalized) mother, which gave me a deep appreciation for cultural diversity from an early age. Growing up immersed in different cultures shaped my ability to craft meaningful brand narratives that resonate with diverse audiences. Being fluent in Spanish and English allows me to leverage bilingual initiatives to drive emotional connections that enhance brand equity.
My Vision
I believe in helping brands grow courageously by reaching untapped audiences through innovative strategies. My approach emphasizes authenticity and creating memorable experiences that build positive perceptions and increase brand salience.
This is who I am—an award-winning marketing leader dedicated to making an impact through strategic brand marketing, championing consumer empathy in advertising, and fostering meaningful connections across industries.
My Skills
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Brand and Product Development and Identity
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Strategic Marketing
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Integrated Marketing (Owned, Earned, Shared, Paid Media)
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Content & Campaign Development
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Public Speaking/Presentations
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Relationship Building
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Research & Planning
Work Experience
September 2021 - Present
National University (NU) – Marketing Department
Associate Vice President of Brand and Strategy
I inspire and guide a dynamic team of 40 talented professionals across creative, strategic marketing, product marketing, and account management. By directing innovative, data-driven marketing strategies that weave together compelling storytelling, we've achieved a remarkable 20% year-over-year increase in brand salience, securing our position as the third fastest-growing brand in the non-traditional higher education sector. I spearheaded a transformative rebranding initiative that boosted brand equity by 3 percentage points in just one quarter, revolutionizing our business operations and enhancing our internal culture. Through multiple data-driven organizational transformation projects, we've significantly improved brand health and customer experience, to measurable successes in our paid media efforts.
October 2019 - September 2021
National University (NU) – Marketing Department
Executive Director of Account Services
In my role, I collaborated on the development and execution of brand awareness and conversion tactics across various marketing channels and Universities. I spearheaded NU's first 360° bilingual US Hispanic marketing campaign and led the university's inaugural programmatic/product marketing campaign with a dedicated team of six directors. As a member of the President’s Diversity, Equity, & Inclusion Council, I contributed to assessing developing, and overseeing efforts to enhance and access university-wide. Additionally, I directed the Account Services department, where I managed and developed a growing team of Account Directors, Managers, Coordinators, and a Traffic Supervisor, ensuring efficient project prioritization resource allocation across multiple accounts, including NU, NCU, NU Virtual High School, and City University in Seattle, while supporting internal teams throughout the research,, and execution phases.
September 2017-October 2019
CAPTURA GROUP – Brand and Creative Multicultural Agency
Account Director
Led the US Hispanic marketing strategy for Kellogg’s brands, including Keebler, Pringles, Eggo, Cheez-It, and Pop-Tarts, focusing on awareness and conversion across various channels. Drove consistent growth in US Hispanic household penetration through targeted brand creative marketing initiatives. Managed projects from research and planning to execution, being behind the camera to support authentic communications for two SuperBowl commercials, ensuring advertising outputs aligned with consumer insights. Collaborated with external agencies and retailers for an integrated marketing experience while overseeing the Account Management team and managing financials and revenue growth for assigned accounts.
September 2011- 2017
CAPTURA GROUP – Brand and Creative Multicultural Agency
Senior Client Manager - 11/2015-9/2017
Account Manager - 9/2011-2015
Led US Hispanic digital engagements for local San Diego clients (Scripps Health, UKG) and global CPG clients in the food and beauty categories (Unilever, Kellogg). Managed branded content and internal teams from research and planning to ideation and execution on owned and paid digital channels. Led brief development and had creative oversight to ensure advertising outputs were on-brief, on-brand, and based on relevant consumer insights. Helped pitch and win new business for the agency and negotiated budgets year over year, maintaining and expanding project scopes.
September 2011- 2017
UNIVERSITY OF SAN DIEGO
Strategic Online Instructor - 8/2015 - 2/2017
Instructed students on branding principles, including creating and executing brand strategy successfully on the web using digital best practices and tactics. As a bridge between traditional and online marketing, students learned how to succeed in a competitive landscape that continues to evolve rapidly.
For Access to More of Anita's Job Experiences, visit her LinkedIn Account
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