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Work History

Nov 2009June 2016

General Manager/Director of Consumer Experience Marketing/Events

TRUSTED MEDIA BRANDS, INC. (formerly Readers Digest Association)

Brands: Taste of Home LIVE, Taste of Home Cooking School

Development and oversight of consumer-facing strategies, communications, video and execution of live/event based-marketing programs to increase awareness, drive engagement, earn loyalty, and spur advocacy for Taste of Home products and services, its national advertising partners and local event partners

-Delivered product management expertise, advising corporate management on brand positioning, marketplace and consumer research resulting in record high consumer ratings and response with 67% visiting online and 94% talking/sharing their experience (on and off line)

-Established new process to lead content and communications for the business unit to align and activate across multiple platforms including sampling, media, advertising, public relations and digital/social, resulting in program delivering 240M media impressions annually

-Led and coordinated media and PR efforts for the TOH LIVE channel providing category expertise, renewing key local media and developing new major corporate relationships vastly improving event partner ROI

-Researched consumer trends, insights and addressable market behaviors, trends and technologies to ensure that product met customer needs, resulting in an 80% consumer retention rate

-Restructured the department, established new strategy and process, without increasing budget and created cost efficiencies resulting in over $200,000 of savings in addition to new and increased revenue

  • Developed strategy and managed expansion of A/B market penetration from 27% to 55%
  • Redefined and created new event partner fees resulting in a 19% increase while providing a deeper level of marketing/promotion support for TOH
  • Integrated the promotion of other TOH assets, creating new cross-sell opportunities for the company; leading the development and strategy for the  department’s $400K annual wholesale book program resulting in a 4yr. consecutive growth pattern and an overall 60% increase in revenue

-Responsible for the relationship management and development of both B2B and B2C consumers of the brand channel extension (Taste of Home Cooking School):

  • Cultivated and maintained relationships with clients, achieving exceptional level of partnership resulting in the sale and management of over $6M dollars in national sponsor (advertising) revenue; maintaining a sponsor retention rate of 80%
  • Collaborated with marketing and sales team to create compelling campaigns to enhance sell-in and pull-through products and promotions which directly contributed to the sales and scheduling of our B2B customer totaling 200+ annual events and representing $1M annual revenue

-Served as Executive Producer/Editor for video and film projects for applications that included: Promotion, PR, Product Launch, saving the company approximately 30% of the available budget with each production

  • Assisted in the development, creation and launch of TOH Online Cooking School (pay model) resulting in a new revenue stream for the company,exceeding first year projections by 26% and providing year of year growth
  • Management and oversight of production videos including: creative development; casting; location search and procurement; execution of demos, managing staff/coaching talent; post-production deliverables and editing resulting in reduction of overall program costs by 30%
  • Performed Quality Assurance (QA) Testing for digital video content applications within the TOH Online Cooking School eliminating inconsistencies and errors to the product prior to going to market resulting in a major reduction of system errors in the final product

- Responsible for the daily operations of the department including the financial management, legal/compliance and the performance management of up-to 20 reports (field and internal employees), from recruitment/hire to on-going evaluation and maintenance of accountability standards/yearly goals

  • Administered RFP process, vendors, estimates and contract negotiations and management of cross-functional teams resulting in operational efficiencies, reduction of lead/production time by 20% and preferred pricing
  • Train and develop team members to ensure highest levels of qualification, resulting in individual promotion and team recognition, an increase in morale and increasing operational efficiencies across the board
Oct 2000Dec 2008

Director, Client Management

GMR Marketing, LLC.

Director, Client Management

Clients/Brands include:  Unilever/AXE; Microsoft VISTA; Microsoft Office; Pepsi/AMP; Jim Beam; Blue Cross Blue Shield- California; A&E – Television, Marshall Fields

-Led the development of overall event/promotional strategy of marketing plans to align with and work within a cross-functional integrated team of agencies and objectives including sampling, media, advertising, public relations and social/digital resulting in increased brand awareness and market position for clients

-Oversight of evaluation process and implementation of partner/sponsorship opportunities, management, athlete and artist integration, financial management and on-going relationship management of partner properties creating a streamlined process and vastly reducing the operational complexities of execution

-Cultivated and maintained relationships with senior clients, achieving an exceptional level of partnership, resulting in the successful sell-in of agency event capabilities and over $5M dollars of programming in 05, 06 and 07 each year

-Development of program communications, contingency planning, crisis communication, creative and collateral materials resulting in consistent, confident cross-channel integration of content and messaging

-Project management for mobile and interactive/digital campaigns that integrate into consumer promotions: SMS, micro-sites, blogs, pod casting, and online games resulting in increased consumer engagement with client/brands

 

Account Executive/Supervisor, Client Management

Clients/Brands include: Microsoft/XBOX

-Launched Microsoft’s Xbox console as the Agency of Record for Xbox Marketing, Promotions Division and PR activation efforts. Negotiated and evaluated partnerships, created and executed programs that reached more than 300M consumers via a variety of promotional activities

-Responsible for evaluation and execution of partner/sponsorship opportunities, financial and on-going management of field teams and talent integration providing flawless execution, exceptional brand affiliations and increased relevant brand awareness for client/brands.  Sponsorship administration and oversight included a wide array of sports and music properties:

  • NFL, MLB, NBA, NCAA, NOPI – race series, Vans Triple Crown Series
  • Lollapalooza, Lin*kin Park, John Mayer, Pop Disaster Tour, Blink 182, Garbage, Nikka Costa
Dec 1997Aug 2000

Asst to the Head Coach and Special Projects Manager

The Milwaukee Bucks and George Karl's Friends of Hoop

The Milwaukee Bucks (NBA) and Friends of Hoop

Assistant to Head Coach:  Project Management/Administration, Player Liaison/Community Relations and PR 

Education

Liberal Arts Studies

UW-Milwaukee

Summary

Accomplished Brand Activation Expert and Marketing Manager with significant expertise in consumer experience, community relations and branding. Creative problem solver with demonstrated ability to effectively influence internal/external stakeholders across the business and improve process while creating winning brands and promotions that increase sales, brand awareness and consumer engagement. Exceptional interpersonal/relationship management skills; successfully able to manage complex relationships and business environments internally and externally. Versatile and shrewd ability in: operations, management, team building, providing well-rounded business acumen, solution-oriented thinking and financial management.

 

HIGHLIGHTS OF SKILLS

  • Community Relations, Consumer Engagement / Audience Development  

  • Integrated Marketing  

  • Brand / Program Management

  • Strategic Partnerships / Sponsorship  

  • Department / Business Operations  

  • Team Management

  • Relationship Management/Development