Work History

Work History
Apr 2006 - Jun 2009

Director of Account Services

Boelter + Lincoln

Promoted to Director of Account Services where I was responsible for overall agency performance, ensuring financial goals attainment, development of agency/client relationships while coaching and mentoring a staff of 4-7. Lead strategic marketing and branding initiatives for key accounts, including WI Tourism, WI State Fair and Journal Sentinel. Highlights:

  • Instrumental in the development of agency proprietary processes, philosophy and planning.
  • Won the Journal Sentinel account and led the strategic development of the "What's Your Story?" campaign. The campaign generated a lot of buzz, increased traffic to Jsonline.com and garnered more than 20 advertising awards.
  • Introduced JobNoggin.com, Journal Sentinel's new branded online job site, to the Milwaukee market. Web site traffic more than doubled when compared to the year before.
  • Improved profitability on key accounts, including WI Tourism and WI State Fair.
Jul 2003 - Mar 2006

Account Supervisor

Boelter + Lincoln

Served as account supervisor for a number of accounts, including WI Tourism, WI State Fair, Packer Country RTO, MATC and NTC. Developed successful integrated mass-media campaigns based on research and consumer insights. Oversaw branding and identity development. Spearheaded the Web site development of ntc.edu. Mentored and trained supporting staff. Highlights:

  • New Business Wins - WI Tourism, Northcentral Technical College and WI State Fair. WI State Fair and B+L parted ways for one year in 2004. Client requested to work with agency again in 2005, partly because of exceptional account service. In 2006, we retained the account through a competitive RFP process.
  • Developed and launched one of WI Tourism's most successful campaigns. The "Life's So Good" summer campaign resulted in a substantial increase in advertising recall, putting it in 1st place among Midwest states, travel expenditures increased more than 2% to $4.4 billion, and Web site user sessions increased 14%. Research and ad testing was an instrumental part of the planning process.
  • MATC new identity and campaign launch resulted in a 5% increase in full-time enrollments and a 22% increase in spring applications.
  • NTC campaign resulted in a 6% increase in FTEs and 51% increase in online enrollments. It also moved into second in growth among WI tech colleges. It was in last place the previous summer.
Jul 2001 - Jun 2003

Senior Account Executive

Boelter + Lincoln

Led the development of strategic marketing plans, creative production, research and budgeting for several accounts including WI Tourism, Green Bay VCB and WI State Fair. Spearheaded the Web site development of Greenbay.com and then rebranded and rebuilt as Packercountry.com. Highlights:

  • New Business Win - Wisconsin Department of Transportation Rideshare Program
  • The WI State Fair 2002 campaign was "Too Big to Miss" breaking attendance records. Attendance was up more than 15% and the campaign generated several international awards.
  • Following the development of Packercountry.com, Web site visits increased approximately 50% from the previous year. Visitor requests and customer leads also increased significantly.
Jul 1999 - Jun 2001

Account Executive

Boelter + Lincoln

Spearheaded the transition of the WI Tourism account to Boelter + Lincoln. Continued to manage the co-op advertising program and day-to-day seasonal campaign development and execution. Participated in new business pitches. Coordinated billing, budgets and income projections. Highlights:

  • New Business Wins - WI State Fair and Green Bay Visitor & Convention Bureau (AKA Packer Country Regional Tourism Office)
  • The Wisconsin Tourism transition was a success and my expertise was integral to transition of the account. Client and vendors recommended that B+L hire me.
Jul 1998 - Jun 1999

Account Executive

Laughlin/Constable

Participated in the strategic planning and development of annual plan, including research, situational aTourism industry and asked to present at industry conferencesnalysis, concepting, estimating and development. Managed day-to-day contact with client and agency team. Facilitated production of all media types, including interactive. Assisted with new business bids and proposals. Highlights:

  • Wrote and edited a popular "How To" advertising series for the WI Tourism industry.
  • Recognized as an expert in the .
Mar 1997 - Jun 1998

Assistant Account Executive

Laughlin/Constable

Hired and managed staff to coordinate the WI Tourism co-op advertising program. Expanded responsibilities on the WI Tourism account, including the day-to-day coordination of all seasonal campaigns, production calendars, estimating and billing. Highlights:

  • Developed strategic plans targeting trade markets, including Meetings & Conventions & Group Travel that lead to increase leads. Developed partnerships with industry vendors.
  • Expanded co-op program to include several new publications that led to a substantial increase in industry participation.
Feb 1996 - Feb 1997

Account Coordinator

Laughlin/Constable

Transitioned to Account Services from Accounting Department. Continued to manage the WI Tourism co-op advertising program while increasing responsibilities on the overall account. Coordinated production of all media types, including television, print, radio, outdoor, direct mail and publications. Assisted in research, competitive and primary, to guide strategic planning. Developed monthly budget reports. Compiled and edited listings for seasonal guides. Managed and generated reports for Tourism inquiries. Highlights:

  • L/C transition accounting systems and I developed the Access database interface to link in to Advantage accounting system. Resulted in increase efficiency and cost-savings for the client.
  • Continued to expand co-op opportunities to include new markets. Co-op program participation continued to grow.
Jul 1994 - Jan 1996

Accounting Supervisor - Operations

Laughlin/Constable

Promoted to Accounting Supervisor - Operations where I handled operations accounting for a $160 million advertising agency and took on the management of WI Tourism's Joint Effort Marketing Program, a million dollar co-op advertising program. Coordinated every aspect of the program including media contract negotiations, media placement, production, trafficking, customer service, planning, payables and receivables. Highlights:

  • Negotiated multi-million dollar media contracts that saved industry advertisers up to 60% off open rates.
  • Transitioned the program to electronic/computer-based production and delivery vs. the traditional and more expensive production and trafficking method.
Jul 1992 - Jun 1994

Production Accounting Analyst

Laughlin/Constable

While going to college full-time, I accepted this full-time position at L/C. Responsibilities included processing all production billing for $160 million integrated advertising agency. This included analyzing costs and estimates for accuracy, ensuring timely billing on all projects, facilitating the approval process with team members and managing time reporting for the entire agency. Highlights:

  • Implemented procedures to shorten billing cycles and increase accuracy. This also led to improved agency cash flow.
Oct 1991 - Jun 1992

Accounting Clerk

Laughlin/Constable

Began my career at L/C part-time while I was a Junior at Alverno College. I supported accounting department staff, completed data entry, verified accuracy of invoices, generated back-up files, created spreadsheets and reports and maintained record storage. Highlights:

  • Was recognized for excellent accuracy and efficiency.
  • Advance computer skills and experience was a valued asset.

Education

Education
1987 - 1993

BA

Alverno College

Groups & Organizations

  • Wisconsin State Fair Park Youth Foundation Board Member, Executive Committee, Marketing/Fundraising Committee Chair
  • Alverno College Alumnae Association Board Member, Executive Committee, Marketing Communications Committee Chair
  • Wisconsin Department of Tourism Governor's Council of Tourism Marketing Committee Member

Summary

Experienced, results-driven marketing executive with a proven record of developing successful integrated marketing strategies to meet clients' goals and objectives. Expertise includes account management, brand development, marketing research, strategic planning, project management, advertising production, interactive marketing and social media. Proven abilities in account management, financial management and new business development. Natural leader, motivator, mentor and team player. Industry expertise includes Tourism, Events and Higher Education.