Allison O'reilly

Work History

Work History
2008 - 2009

Director of Marketing

Command Information, Inc.

 Responsible for all marketing activities and programs in support of Federal and Commercial business units.

  • Responsible for developing, executing and reporting on lead generation campaigns including media, search engine, creative development, webinars, tradeshows and training
  • Drove new website redesign including site map, navigation, flash, copy, search engine and analytics
  • Managed web content assets to provide relevant and timely information to users and create a compelling repeat destination
  • Integrated online programs with customer acquisition and branding initiatives
  • Built strategies for off-line marketing tactics that drove user traffic to website
  • Developed integrated marketing campaigns including objectives, strategies and tactics designed to effectively and efficiently create awareness of new products and services to a targeted audience
  • Developed and implemented email marketing campaigns to generate awareness of and drive sign-ups for webinars and training
  • Updated and enhanced current online and offline creative including collateral, case studies, white papers, datasheets, etc. with new branding and messaging
  • Responsible for managing projects, providing leadership, guidance, and direction through each phase of the marketing project, while coordinating with multiple stakeholders to develop deliverables
  • Coordinate the initiatives of web marketing and web design and development while meeting the needs of all business segments.
  • Ensured programs activities were carried out in accordance with established specifications, schedules and budgets
  • Managed PR agency. Proposed, reviewed and edited press releases; developed quarterly PR calendars.
2006 - 2007

Director, Marketing Communications

RCN Corporation

(Position was no longer required due to a reorganization and decentralization of Marketing)

Responsible for the RCN brand and development and implementation of Acquisition and Upsell marketing programs and campaigns for Internet, Cable TV and Phone services in support of Corporate, sports and local market residential and business initiatives. Built strong relationships with Network affiliates and 3rd party vendors.

  • Developed, implemented and analyzed marketing programs that resulted in over $800,000 in co-op dollars
  • Residential and Business creative development included direct mail, print, direct sales support materials, collateral, bill inserts, out-of-home, sports sponsorship support and direct-response TV (DRTV)
  • Researched and participated in network promotional programs, as well as, grass roots awareness campaigns for product launches and marketing tie-ins
  • Developed a VIP Loyalty program as a retention effort and negotiated rewards
  • Directed a large volume of monthly deliverables; writing, reviewing and editing each piece
  • Delivered strong monthly media schedules with a diverse mix of messaging.
  • Met with program team members on a regular basis to review current status, timelines, budgets
  • Monitored overall efficiencies and effectiveness of marketing and promotional activities
  • Created brand guidelines and reviewed all creative to ensure consistency across messaging
  • Developed and implemented processes to ensure a smooth creative development flow
  • Hired and managed in-house agency and Marketing Manager
  • Under my direction, RCN won seven (7) Telly Awards - the premier award honoring outstanding local and regional cable TV commercials and programs.
1997 - 2005

Nextel Communications, Inc.

Director, Marketing and Promotions                                            2003 - 2005

Responsible for strategizing, planning and implementation of B2B and promotional print, radio, DRTV spots, point-of-purchase, out-of-home, collateral and packaging. Managed integrated programs to establish and maintain positive brand awareness. Ensured continual benchmarking of offers, messaging and creative elements for the wireless industry and other categories. Hired and managed direct reports. Developed and managed annual budgets over $50 million.

  • Participated in the development of the new Sprint brand including retail and brand initiatives
  • Directed promotional creative to achieve a balance among straightforward messaging, creative attention-getting power and brand elements
  • Developed new marketing opportunities to maximize store traffic, call volume and web visits
  • Supported the growth of the Indirect channel, National Retailers and specifically company-owned stores from 200 to over 800
  • Worked closely with sales channelsto continually fill the pipeline with leads through various marketing tactics
  • Generated new business opportunities in selected markets and customer segments through partner marketing campaigns, promotions and events to support the retail channels
  • Used research for enhancing creative product; set objectives for research and implemented findings working with research providers
  • Motivated team to reach aggressive goals and worked effectively together to think "out of the box"
  • Managed advertising agencies and drove performance and on time/on budget delivery

Sr. Manager, Advertising and Retail Marketing                           2000 - 2003

Participated in the Advertising and Media agency search and drove the new brand message within B2B and retail channel marketing initiatives. Developed the look and feel of the company-owned stores for the initial launch of 200 locations. Developed creative and media plans to support B2B marketing and the Retail program including Grand Opening and holiday initiatives. Hired and managed direct reports. Developed and managed budgets over $35 million.

  • Supported the Indirect channel with a library of approved customizable marketing and advertising materials, as well as, managed the process for co-op review and reimbursement
  • Facilitated Indirect channel communication of company news, product launches and marketing campaigns
  • Drove the creative development for the Retail store environment including permanent graphics, point-of-purchase, brand messaging and other store requirements
  • Launched Nextel's National tradeshow program focused on vertical markets including booth development, show selection, pre and post-marketing to attendees, collateral support, logistics, staffing and lead distribution
  • Developed and implemented B2B technology events with partners such as Forbes and Fortune to discuss wireless solutions and services from Nextel and provide qualified leads for direct sales
  • Led the development of creative and production of the Nextel Center of Excellence; astate-of-the-art wireless presentation facility that conveys Nextel as a wireless industry leader and was customizable to showcase products and applications to address the needs of the enterprise customer
  • Developed brand and promotional print/radio, customizable ads and promotional merchandise to support the inaugural year of the NASCAR® NEXTEL Cup Series

Manager, Collateral and Packaging                                    1997 - 1999

Created a portfolio of consistent collateral to support new products and service offerings. Responsible for consolidating inventory management and fulfillment of company collateral. Developed and evolved handset and accessory packaging and inbox components. Developed and managed annual budgets.

  • Developed themed events including videos, collateral and show plan to support handset launches
  • Developed print and radio creative to support Corporate Account and Nextel Worldwide initiatives
  • Developed Nextel's first Corporate Image and Identity Guide
  • Drove the development of the Nextel Driver Safety icon and program implementation
1992 - 1997

Account Supervisor

ISM STRATEGIC MARKETING

Overall day-to-day Account Management for Four Seasons Hotels and Resorts headquarter and individual hotel and resort programs including: strategic planning, creative,  implementation and tracking of offer-driven initiatives. Launched Four Seasons first direct marketing program targeted at Villa Ownership. Managed direct reports. Developed and managed annual/project budgets.

  • Developed and implemented marketing programs to drive sales for rooms, food and beverage outlets, meetings, events and weddings. Planned and administered marketing programs to support Grand Openings of properties and restaurants.
  • Implemented partner programs with American Express Platinum, BMW, Macy's, Tiffany's and more
  • Managed integration programs of Four Seasons Hotels & Resorts and Regent Hotels & Resorts
  • Developed in-hotel programs created to generate databases for ongoing correspondence
1989 - 1992

Advertising and Marketing Manager

ITT SHERATON CORP.

Developed, managed and implemented Co-op advertising programs for Sheraton franchise hotels in North America. Program included: solicitation for participation, budget, print/radio creative and analysis. Implemented 50+ Corporate Meeting Planner seminars across the U.S. annually.

1982 - 1989

MCI TELECOMMUNICATIONS CORP.

Within the seven years at MCI, I held a variety of positions within Advertising, Marketing, Promotions and Sales departments.

Summary

OVERVIEW of QUALIFICATIONS

A results-driven Marketing professional with a solid track record for creating effective integrated Marketing programs to support brand, product and service initiatives targeted at business, government and consumer audiences. Proficient in strategizing, planning and executing programs and solves problems on a pro-active basis. Strong in moving through uncertainty to build the business and seek new opportunities. A detail-oriented self-starter experienced across a wide variety of marketing functions within Corporate and Agency environments.

PROFESSIONAL SKILLS & ACCOMPLISHMENTS

  • Brand Management
  • Strategic Planning
  • Budget Planning/Management
  • Media Planning
  • Creative Development
  • Email/Search Engine Marketing
  • Website Development
  • Partner Marketing
  • Promotions
  • Program Management
  • Tradeshows/Events/Meeting Planning
  • Channel/Retail Marketing
  • Agency Management
  • Copywriting & Editing
  • 2001 - One of 100 Individuals Awarded Nextel's Inner Circle Award for outstanding contribution
  • 2001 - Honored by the COO with Nextel's Circle of Excellence Award for outstanding contribution

EDUCATION and COMMUNITY INVOLVEMENT

Over 20+ years related Business Equivalent Experience · Montgomery College, Rockville, MD, Major: Marketing · CTAM (Cable & Telecommunications Assoc. for Marketing) Member, Hospice Cup Board Member, Junior League of Northern VA