Anna Yudina

Marketing and communications leader. Brand builder. Growth driver.

I am a marketing and communications leader who builds and transforms mission-driven brands to drive growth and relevance. Top skills:

  • Brand Strategy
  • Integrated Marketing
  • Product Positioning and GTM
  • Digital Communications
  • Team Building

EXPERIENCE

Public Relations Society of America (PRSA), New York, NY
Chief Marketing Officer — November 2023 to February 2026

  • Led the 75+ year-old organization through transformation to bring PRSA’s brand and value proposition in line with the modern communication professional’s needs and expectations.
  • Conducted qualitative and quantitative research to uncover pain points and opportunities to drive growth in both member and non-member revenue.
  • Drove new member acquisition, event registrations, and sales of continued education programs by orchestrating integrated, full-funnel campaigns. Achieved 10% YoY increase in annual conference registrations.
  • Transformed PRSA’s digital and social media presence, amplifying member stories through video and creating a better prsa.org user experience. Achieved double-digit YoY growth in reach and engagement.
  • Designed and implemented a new email strategy to increase member engagement and relevancy through automated campaigns, segmentation, and better content.
  • Modernized marketing operations, introduced new technology, and implemented KPIs, dashboards, and attribution frameworks to connect marketing to business results.
  • Hired and managed external agencies and vendors to amplify the work of the in-house team.

The Toy Association, New York, NY
Senior Director of Marketing Initiatives — February 2015 – November 2023

  • Led integrated marketing and communications for The Genius of Play™, a flagship, multi-year initiative designed to shift perceptions and drive engagement across parents, educators and industry stakeholders.
  • Developed creative and engaging content (award-winning PSAs, celebrity podcast series) and launched full-funnel campaigns to move audiences from awareness to action, driving site traffic and conversions. Conducted research to demonstrate measurable impact on toy industry sales.
  • Managed and optimized a paid media budget to reach B2C and B2B audiences across digital and traditional channels. Directed and oversaw donated media efforts.
  • Launched thegeniusofplay.org and grew it into the #1 online destination for play ideas and expert advice, with over 1 million yearly visits.
  • Partnered with influencers and leading educational organizations (e.g. Scholastic, Smithsonian).
  • Secured coverage in top-tier news, parenting, and educational publications and podcasts.
  • Launched STEAM Accreditation Program for toy companies, which generated a brand-new source of revenue, and partnered with Amazon to create a dedicated storefront for STEAM accredited toys.
  • Directed marketing, communications, and event production for the annual Toy of the Year Awards.

Sherwin-Williams, Upper Saddle River, NJ
Digital Marketing Manager — April 2013 – July 2014

  • Provided strategic leadership and day-to-day execution of all digital initiatives for Minwax and Thompson’s WaterSeal. Collaborated with brand teams to align digital with overall marketing plan.
  • Championed a full-scale redesign of minwax.com to reflect the brand’s evolving positioning.
  • Managed digital media campaigns and budget: SEM, display, Facebook and YouTube advertising, email. Set campaign goals and KPIs, developed creative, optimized and reported performance.
  • Oversaw social media content and calendar. Expanded Thompson’s WaterSeal Facebook following from 20,000 to over 100,000 fans. Launched Minwax Pinterest presence and minwaxblog.com.
  • Managed budget and third-party relationships with the interactive agency and other digital vendors.
  • Analyzed performance and developed quarterly digital dashboards.

Sherwin-Williams, Upper Saddle River, NJ
Associate Product Manager — April 2008 – March 2013

International Playthings, Inc., Parsippany, NJ
Assistant Product Manager — June 2005 – April 2008

EDUCATION

MBA, Zicklin School of Business, Baruch College
Major: Marketing Management

BA, Summa Cum Laude, Ramapo College of New Jersey
Major: Literature; Minor: International Business

SPECIAL SKILLS

Certifications: AI in Action: Tools and Techniques (October 2025), Meta: Facebook Bid Strategies

Tech stack: HubSpot, Canva, PropFuel, iMIS, Informz, Adaptive Insights, Acumen Analytics, Google Analytics, Google Ads, Meta Business Suite, Google Tag Manager

Languages: Russian (fluent), Spanish (advanced)