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Mary O’Connell was born in Chicago and finds a way to tell stories for a living. She is (depending on the question and who is asking): a leading digital and social marketer; a creative catalyst; an award winning public relations pro; and/or a GO-To MESSAGING ARCHITECT. She is wondering how long she can talk about herself in the third person like this.
THE EXTENDED VERSION (TRT: Years)
Founder and principal, Talking Points PR, Oakland, CA (2/2017 - present )
Unlocking strategies, ideas, and teams to propel mission-driven brands and non-profits. Currently on assignment for Heirloom Coffee, Oakland, CA,
Consumer Marketing: : Heirloom Coffee (2026); Guardian Bikes; My Fitness Pal; Sakura of America; and Bitchin’ Inc.
Political Consulting: Susan Crawford for Supreme Court Justice (WI) 2025; Rebecca Dallet for Supreme Court Justice (WI) 2018; Kurt for Wisconsin; and Chrissy Houlahan for Congress.
Non-profit Support: Brand and communications lead, Center for AI Safety; Executive director, League of California Community Foundations.
Media Relations: Creative Live and The Whale Sanctuary Project
Strategy and Planning: Office of the Chancellor, University of California, Berkeley (2025); Praytell Agency (2026); Grove Collaborative.
Vice president, Communications, Digital Marketing, and Marketing Communications, Peet’s Coffee, Emeryville, CA (September 2022-September 2024)
Brought on board by a former colleague to help rebuild brand marketing at the iconic coffee company. The results? 5X growth in social media; 6.7% average engagement rates (industry average is 1.7%); 4X growth in media impressions; and best of all, new traction with younger audiences.
Executive Communications, Office of the Dean, Haas School of Business, University of California, Berkeley, CA (November 2021-August 2022)
In addition to executive visibility duties (speechwriting, fundraising, events, and newsletters), developed high-profile media partnerships, and opened up new communication paths for faculty.
Senior vice president, Communications and Content, Madison Reed, San Francisco, CA (November 2019 to July 2021)
At the helm of communications during a period like no other. The company essentially doubled in size. The numbers defy imagination. But they are real: 2.5 billion media impressions (UMVs divided by 10); a social footprint that doubled; a 4X increase in customers driver by non-paid; named Most Innovative Company by Fast Company; Resilient Leader of the Year by Digiday; Forbes Top Start-ups; Entrepreneur 100; Inc 100; Allure Best of Beauty; Glamour Beauty Award; The Lead’s Defiant 25.
Senior vice president, Branding and Digital Strategy, NextGen Climate, San Francisco, CA (January 2016 to January 2017 )
Brought branding strategy and a clear voice to a (relatively) new three-year-old political action committee. Led digital and communication strategy for the (then) largest millennial get-out-the-vote effort program in U.S. history, including media planning and buying; email advocacy; all creative development; rapid response; and events planning and promotion. Played key role in forging a partnership with the AFL-CIO.
Senior Director, Global Digital Marketing, Social Media and Public Relations, The Clorox Company, Oakland CA (January 1998 to December 2015)
From the ground up, built and led the digital marketing function for this top-tier packaged goods leader. Pushed for the transformation needed to move at the speed of digital. Some highlights:
Introduced, mobile, social and relationship marketing to the company’s portfolio of brands. Performance of key sites equaled or surpassed the lift from linear TV-- at a fraction of the cost.
Energized the brand web experience, winning top honors— from L2's "Digital Genius" for Clorox.com and HOW Design Awards for Fresh Step.com to personal recognition from Ad Age (Woman to Watch), PR News (Digital Communicator of the Year) and iMedia’s Top 25.
Identified the need for a chief technology officer for Marketing to bring focus on the explosion in communications platforms. Created an in-house design and development studio, reducing non-working costs by 40%.
Built a digital analytics team, bringing together insights and measurement. One branded website was credited with driving nearly 20 percent of the volume attributed to Marketing.
Socialized the company’s call center—a first for CPG-- from telephone operators to front-line listeners and responders. Created an in-house community management team; and created Clorox Rewired, a team dedicated to always-on marketing.
Handled double duties as executive creative director (not hard to do with a team of 65 incredibly talented planners, designers, writers and developers).
Hired initially to take on PR duties within Clorox Marketing Communications. Over time, built a Brand PR unit that became a secret weapon for Clorox brands-- a strategic force that incubated CSR for the company and helped to drive brand positioning, business results ( share gains on multiple brands) and external recognition, including the first-ever CLIOS for the PR industry.
Director, Public Affairs & Advertising, Blue Cross and Blue Shield of Illinois, Chicago ( September 1994 to December 1997)
In addition to the usual results, brought strategic CSR to the Illinois Blues. Took the idea of reducing risk-- the core of insurance-- and turned it into a public-facing CSR mission. Created a campaign umbrella-- "Our Risk Management Portfolio" -- and under it, Blue Cross was able to partner with state government and the non-profit community to put health clinics on wheels to boost the state's immunization rates, raise literacy rates and develop a teaching garden program that was adopted as a model by the Chicago public schools.
Broadcast news producer, writer and field producer, CBS News, NBC and CBS Affiliates, January 1984 to August 1994
Earned reputation for excellence for coverage of breaking stories, from the crash of Delta Flight 191 to the San Francisco earthquake and the Plainfield Tornado.
CBS News Midwest Bureau Field producer; writer
WBBM-TV Chicago Producer; writer
WMAQ-AM Chicago Editor and writer (all-news format)
KRON-TV San Francisco Producer; lead writer
KDFW-TV Dallas Assistant producer
WITI-TV Milwaukee Weekend producer
Contributor, The New York Times Review of Books, 1987- 1996
Assistant Press Secretary, Office of the Mayor, Chicago, 1979 – 1983
Served as speechwriter (for social issues and the arts) to the late Mayor Jane Byrne. Coordinated papal visit to Chicago. Organized city's first Jazz Festival and Winter Carnival.
Education
Northwestern University, Medill School of Journalism, Evanston, Illinois
Master of Science, Journalism, 1983
Miami University, School of International Studies, Oxford, Ohio
B.A. International Studies, Chinese, cum laude
Community
Chair, Marketing & Admissions Committee, Bishop O'Dowd Board of Regents, Oakland CA
Chair, Advacement Committee, Berkeley Ballet Theater, Berkeley
Mentor, Oakland Promise
Guest lecturer, Social Media, Haas School of Business, University of California, Berkeley, 2012-2015
Guest lecturer, Digital Marketing, CalPoly, Sal Luis Obispo, 2015
Guest lecturer, PR, University of San Francisco, 2018-2021
Awards
Top 50 Women in Brand Marketing, Brand Innovators, 2014
Woman to Watch, 2011; Advertising Age
Top 25, iMedia, 2011
Digital Communicator of the Year, 2010, PR News
Silver Anvil, 2014, "Laugh It Up with Clorox"
Gold Award, Event Marketing, 2014, "A Pollo Space Mission"
Silver Anvil, 2013, HIdden Valley "Lunch Break for Schools"
Silver Award, W3, 2011, “Truth About Bleach/How-to videos”
Bronze Anvil, 2011, Hidden Valley “Love Your Veggies” advertorial series
Bronze Anvil, 2011, Clorox “Ode to the Commode”
Silver Sabre, 2010, “Truth About Bleach”
Silver Effie, 2010, “Filter for Good”
Gold CLIO, 2009, “Filter for Good”
Silver CLIO, 2009,”Clorox Goes Green”
Platinum Hermes Creative Award, 2009, “Brita Filter for Good;”
Silver Sabre, 2008, “Boo to the Flu”
Gold Sabre, 2007, “Glad Mardi Gras”
Silver Sabre, 2007, “Is Your Job Making You Sick?
Gold Effie, 2006, “Mold Denial”
Golden World Award, 2006, “Clorox Writes a Whole New Chapter for Bleach”
Award of Excellence, PRSA, 2005, “Clorox Writes a Whole New Chapter for Bleach”
Silver Anvil, PRSA, 2003, “Clorox Dishes Dirt on Dirty Desks”
Halo Award, Cause Marketing Forum, 2003, “Safe Steps Home”
Silver Sabre, 2003, “Clorox Dishes Dirt on Dirty Desks”
Award of Excellence, PRSA, 2001; “World’s Longest Salad Bar”
CIPRA, 2001, “Win the War on Roaches”
News awards
Edward R. Murrow Award, CBS News, 1990, “Plainfield Tornado”
First place, Spot News, RTNDA, “Plainfield Tornado”
First place, Spot News, Associated Press, 1988, “The Laurie Dann Shootings”
First place, Series/documentary, Associated Press, 1985, “The Crash of Flight 191”
First place, Investigative reporting, Illinois Press Association, 1979, “Cicero CHA”
References available upon request