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Leonard De Shield

PR, Marketing & Social Media Specialist III, The Virginia Department For Aging And Rehabilitative Services


Jun 2014Present

Web Design and Development Program

Northern Virginia Community College
  • Enrolled in the Career Studies Certificate, Information Systems Technology, Web Design and Development Program; Northern Virginia Community College; Expected completion date, Feb 2015.
Jan 1995Jun 2000

Bachelor of Arts

George Mason University


Computer/Other Skills:
COMPUTER SKILLS: Microsoft Office, Mac OS, Prezi, Slideshare, LinkedIn, Twitter, Facebook, Flickr, YouTube, Instagram, Webinars, Knowledge of HTML, Open Source CMS, Database entry, Email marketing, Basic website design, Photoshop, Corel Draw, Audio/Video editing, Fundraiser Softwares     OTHER SKILLS Excellent oral and written communications, Proofreading and Editing, Knowledge of AP/MLA Styles, Project Management, Media events/Press conferences, Media monitor and reporting, Attention to detail, Critical-thinking; Strong analytical ability, Excellent presentation and interpersonal skills

Special Event Projects

  • Sponsorship Director/Event Producer - Isaac A. David School Association (USA),  501(c)(3) organization dedicated to supporting the Isaac A. David, Sr. Memorial School (Pre K-12th grade) in Paynesville, Liberia, West Africa. Responsible for identifying companies and individuals interested in becoming sponsors/partners. Develop sponsorship and marketing campaigns to engage new donors and alumnus for contributions before, during and after events and year-round. (1995 - Present)
  • Sponsorship Director/Event Producer - Celebrity fashion designer, Korto Momolu annual presentation at New York Fashion Week. Responsible for identifying companies interested in becoming a sponsor/partner for the event. Lead a team of volunteers and staff to create an amazing production for VIP guests, buyers, etc. Raised more than $75,000 in monetary sponsorship and product donation (2010 - Present).  
  • Marketing/Communications Coordinator - Isaac A. David School Association (USA), a 501(c)(3) organization dedicated to supporting the Isaac A. David, Sr. Memorial School (Pre K-12th grade) in Paynesville, Liberia, West Africa (November 1995 - Present).
  • Technical Event Director – National TRiO Day Conference (February 2013) – Worked with conference speakers and presenters to determine and ensure required and appropriate set up of rooms and required equipment. Conference was held at The George Washington University Medical Center with more than 160 students attending Public Relations/Event Planner – “Text in the City” Book Tour and Meet and Greet, for NY Best Selling Authors Rev. Run and Tyrese Gibson. Secured radio and TV interviews for the DC market, and coordinated on-site logistics for consumers. Additionally, secured the venue and a wine sponsor. (February 2013)
  • Sponsorship/Event Director - “Colours of Sickle Cell” Benefit Fashion Show (November 2011). A fundraiser to raise awareness for Sickle Cell Disease. Acquired $7,000 in monetary and product donations.  Additionally, I secured media interviews and coverage. 
  • Public Relations - “A Night of Pink Hope” to benefit the We Believe Foundation (October 2011).  A fundraiser to raise awareness for young women affected with breast cancer. Secured media interviews and placements. The event raised $50,000 in monetary donations.
  • Global Strategist - The African & American Women in Entertainment for Peace, Youth Empowerment and Cultural Exchange (AAW-PEACE) Conference. (September 2011).  A bi-continental effort, chaired by the President of Liberia, West Africa, to bridge women around the world from Africa to North America in entertainment and politics. Served as Executive Member and Public Relations Director. 
  • Talent Relations - Smithsonian’s National Museum of African Art “Africa Underground” (September 2011). Secured fashion designer for the quarterly event at the museum, and worked with the museum’s staff to coordinate event logistics.
  • PR/Event Director - The Cinderella Foundation’s “Fashion with a Purpose” Charity Event (November 2010/2009). Fundraiser to finance on-going mentoring programs for underprivileged girls in the Washington, DC area. Secured $8,000 in sponsorship and donations. 
  • Chief of Logistics/Public Affairs – Served in these capacities on behalf of The Oracle Group for President Ellen Johnson-Sirleaf’s (Liberia) book tour. "This Child Will Be Great: Memoir of a Remarkable Life by Africa's First Woman President," Washington, DC (April 2009). 
  • Marketing and PR Consultant – Greater Washington Fashion Chamber of Commerce [GWFCC] 501(c)(6) Worked closely with the President to accomplish the establishment of the first ever DC Fashion Awareness Month; launching the first-ever fashion census survey in DC; and the  formation of the Congressional Apparel Manufacturing and Fashion Business Caucus (Jan-Dec 2009)    
  • Sponsorship Director/Event Producer - Celebrity fashion designer, Korto Momolu annual presentation at New York Fashion Week. Responsible for identifying companies interested in becoming a sponsor/partner for the event. Lead a team of volunteers and staff to create an amazing production for VIP guests, buyers, etc. Raised more than $75,000 in monetary sponsorship and product donation (2010 - Present).  





Accomplished Marketing, Digital Media and Public Relations professional, with combined experience in the corporate, private, nonprofit and federal sectors. Proven track record of creating cause and relationship marketing campaigns; integrating marketing programs with multiple channels; communications strategies; and establishing media/external partnerships. Solid working experience in managing multiple projects and application of business concept, procedures and practices. Ability to collaborate with a team and develop media value added opportunities. Updated with the constantly evolving technologies in online social networking. Work closely with clients to create innovative and effective campaigns.

Security Clearance

The National Agency Check with Inquiries (NACI), U.S. Fish and Wildlife Service, Dept. of Interior - May 2012 - Present

Hire Me

My diverse work history has offered me the ability to objectively think outside the box, and quickly adapt to change. I'm detail-oriented, a self-starter and I can implement solutions that anticipate stakeholder's need. I’m successful in crafting creative messaging, media placements and positioning products/services for targeted placement. 

Core Compentencies

  • Public Affairs and Media: Expert in planning and executing outreach efforts for programs and fundraising activities. Experience in writing documents that convey complex information in a clear and an understandable way. Writing and distributing press releases and other text for publications 
  • Communications Skills: Well-developed oral and written skills, and experience in executing communicating principles, practices and techniques. Comfortable interfacing with stakeholders and senior management  
  • Media Events: Promotes organization’s key by leading the preparation of press conferences, radio and television appearances. Coordinate with events management and professionals to combine the essential information needed to facilitate executive’s participation 
  • Project Management: Manage all phases of a project life cycle (e.g. time, within budget, quality) that is acceptable to stakeholders. Skilled in developing detailed, systematic and flexible project plans

Professional Organizations (Current and Past)


PRSA - Public Relations Society of America - Richmond Chapter

NAB -   National Association of Broadcasters (Past)IPRA -  International Public Relations Association (Past)

VGC - Virginia Government Communicators

Additional Training

  • Certificate of Continuing Education; National Task Force for completion of the Business Writing and Grammar Skills, Rockhurst University, 2008 (16 hours) 
  • Diversity in the Workplace course. HealthStream Learning Online Center, 2008 (5 hours) 
  • Occupational Safety and Health Act (OSHA) course on “General Safety” and “Hazard Communication”. 
  • HealthStream Learning Online Center, 2008 (10 hours) 
  • Customer Service Training course. HealthStream Learning Online Center, 2008 (5 hours)

Work experience

Jan 2014Present

PR, Marketing & Social Media III

The Virginia Department for Aging and Rehabilitative Services
  • Work with the Communications Director to develop an overall strategy for the direction and use of social media. Conduct social media workshops and presentations in-person and via GoToMeeting, with other departments and agencies within the state of Virginia
  • Submitted a written proposal to change the established social media management tool to Sprout Social to better to increase our engagement activity and simplify our analytic reports. The proposal was accepted by the Director of Communications and the Commissioner
  • Identify appropriate messaging, news stories, success stories, videos, photos, etc. to convey the Agency’s values and mission across multichannel platforms (Facebook, Twitter, Pinterest, YouTube. Manage website content, blogs, vlogs, tweets and other Social Media content
  • Produce detailed social media analytics report to measure the engagement, reach, scale and effectiveness of the social media campaigns. Design, develop and post information related to aging and disability, breaking health news and important ongoing agency activities where publicly available information may exist
  • Research new opportunities to grow our network, interact with community partners, and collaborate with internal department, including web developers, to produce custom social applications based on social media API’s. Utilized Hootsuite, Sprout Social and SumAll to gather analytic for weekly reports to submit to the Governor of Virginia’s office via the Commissioner’s office
  • Assist Communications Director with new media inquiries, community events and building relationships with reporters/editors to promote the Agency’s story. Use photo editing software, video editing software (Camtasia) to create original videos with open caption

Key Accomplishments: (1) Revised and implemented a new posting schedule with daily themes, including creating an engagement campaign and cross promotion of DARS’ social media platform.(2) Work with the graphic designer to create a new simpler monthly social media report for the Commissioner’s office. (3) Increased Facebook and Twitter engagement by 4% within my first 3 months of employment.

Feb 2011Dec 2013

Specialist, Communications and External Affairs (Pro-Bono)

The Global Center for Teaching, Learning, and Development
  • Serve as the Washington, DC liaison and spokesperson for the GCTLD by working with embassies to secure quarterly meetings with the Ambassador, for the purpose of introducing the organization’s framework 
  • Promote organization’s key messages of “creating Global Citizens through education, housing development, economic and social development programs” by leading the preparation of press conferences; researching speech topics; social media outreach; and radio and television appearances 
  • Develop a high performing global communications team to support external communication strategies and ensure that the mission’s message are consistent across all communication channels 
  • Manage RFP tracking service and new business opportunities using Salesforce and develop proposals for new business opportunities 
  • Provide media coaching for board members, and secure speaking opportunities for the president. Work closely with event organizers to gather logistics for facilitating participation in global leadership conferences and summits 
  • Gather business intelligence, identify and develop strategic partnerships, contacts, strategic networking and relationship building with multinational corporations, minority- owned businesses in global supply chains and in target global markets 

Key Accomplishments: (1) The GCTLD was one of ten organizations invited to present its framework at a private sector-focused event that included the U.S. Chamber of Commerce and Corporate Council on Africa, (2) since 2013, the GCTLD have conducted four mission trips to Liberia, providing businesses the opportunity to present its proposal to the Government of Liberia, (3) the CEO received an invitation from The Honorary Consul General representing the Republic of Liberia to speak at the Liberia and U.S. Business 2012 Summit in Atlanta, Georgia.

May 2012Nov 2012

Communications and Social Media Specialist (Federal Work Study)

Department of Interior, U.S. Fish and Wildlife Service, Endangered Species Program and Division of International Conservation
  • Developed and implemented two social media campaigns (#Get2KnowYourSpecies and #Celebrities4Conservation) aimed at educating, raising awareness, and informing key stakeholders on the Endangered Species Program (ESP) 
  • Utilized Hootsuite, a social media management system; and ‘URL’ shortening services (bitly and to improve productivity of target messages and build followers/influencers, by managing and analyzing multiple social media networks on one dashboard 
  • Generated a weekly status report on the social media audience reach and success rate for communication team. Set up “Google and Yahoo Alerts” to keep up with current endangered species news; initiated conservation topics on social media, and posted factual information to correct inaccuracies 
  • Used the web-based tool SharePoint to share information and manage documents with the communication team regarding the distribution of positive stories about endangered species through external channels 
  • Wrote a press release for the launch of a new interactive website for the ESP, and distributed the release to various federal and national publications using Vocus 
  • Served as a contributor to the quarterly publication, that included writing, editing and disseminating conservation stories to convey complex scientific text into concise wording for general audiences 
  • Supported the communications and outreach efforts for the Division of International Conservation for the goal of saving endangered animals and species worldwide 
  • Developed fact sheets, project summaries and talking points for the Wildlife Without Borders (WWB) Africa Program that is scheduled to be reviewed by Congress in 2013 for public distribution

Key Accomplishments: (1) Implementation of social media campaigns increased interactions on Twitter by 15% in the first week, and improved Twitter grade from 79% to 95.9% in three weeks, (2) talking points were used during the Detroit Tiger’s World Series home game to promote our partnership with the team to save endangered Tigers, (3) the Editor-in-Chief published my article in the quarterly publication “Endangered Species Bulletin” (Jul.-Aug. 2012), (4) summarized WWB’s five page summary into a one-page fact sheet highlighting the entire work and accomplishments of the WWB program in Africa

Feb 2008Feb 2012

(Contract) - Brand and Integrated Marketing Director

Korto Momolu Global, LLC
  • Serve as the event and sponsorship facilitator for New York Fashion Week with duties including, but not limited to, solicitation, donor cultivation, and reporting strategy. Executing fulfillment of sponsor benefits; drafting correspondences to sponsors; overseeing inclusion of sponsors on website, marketing collateral, etc.; and tracking sponsor contact information in Salesforce
  • Direct all appearances for Project Runway’s celebrity fashion designer, Korto Momolu, including planning media events. Coordinated a 17-city tour for two weeks to promote her line with Dillard’s Incorporated 
  • Write and edit press releases in accordance with AP Style, and pitch her accomplishments in the fashion industry. Monitor newswires and assessed reporting that may need immediate response 
  • Compile sales report and industry trends to write the company’s business plan. Negotiated an agreement for the designer to serve as a celebrity guest judge of a T-shirt designing campaigns, which benefited ShopRite Partners in Caring food bank sponsored by General Mills (2012) 
  • As part of the contract with General Mills, I presented an opportunity to further their brand and relationship with the designer through a partnership at New York Fashion Week (2012) 
  • Develop strategies and manage the marketing programs that drive demand for products. Serve as an expert for buyers, and advise them on how and when they should buy, base on market demands 
  • Implement and manage social media strategies; create online brand awareness that have reached more than 500,000 impressions. Boosted the number of followers, bloggers, etc. of the brand from 6,000 to 25,000 in 6 months (2012) 
  • Developed Crowd-funding platforms’ using “GoFundMe” and “Indiegogo” to raise money for the designer’s unveiling of her line on fashion week platforms, and to support two charities (2010/2011) 
  • Created  and moderated a bi-yearly interactive fundraisers (“Ask Korto”) using Skype, Ustream, Facebook and Twitter for fans and supporters to chat with the designer 
  • Maintain website ( to increase brand awareness; updating e-commerce store specials, blogs, social media posting and backlinking to website in order to measure metrics

Key Accomplishments: (1) Received placements with CNN International, The Discovery Channel Global Education Partnership, Sundance Channel, People’s Magazine, Soap Opera Digest, ELLE magazine, The Washington Post, etc., (2) secured $25,000 in monetary sponsorship and confirmed her appearance on a limited edition box of Cheerios for 2012, (3) booked  a featured on the TV show “All on the Line” with Joe Zee, which led to a retail deal with Neiman Marcus, (4) the online campaigns raised $8,000 total, and $1500 supported a children’s orphanage and clean water

Feb 2008Feb 2012

(Contract) - Public Relations and Brand Marketing Strategist

Cole Stevens
  • Directed the re-positioning of the brand through multiple streams of publicity, including television and radio partnerships; social media campaigns and event marketing 
  • Developed a social media quick study guide and mini boot camp for the staff on how they could use Twitter and Facebook to create a broader image and determine which techniques were most effective for interacting with a target audience 
  • Researched and wrote press releases, pitch letters and response statement for the salon and its partners. Negotiated for the salon and affiliate partner, NIOXIN, to serve as the exclusive hair design team for two major fashion showcases in New York and Washington, D.C. 
  • Led the public relations strategies for special projects, charity events, and organized photo shoots for magazine submissions and creating marketing collateral 
  • Developed solutions-driven ideas for marketing products and services by implementing an instant electronic survey, using “Survey Monkey’s” iPad/iPhone Apps, for customers to provide feedback about products and services 
  • Developed a strategy for implementing SMS services for customers to receive text reminders about their appointments and/or salon’s promotions
  • Performed the salon’s first SWOT Analysis in order to create new marketing strategies to plan the launch of new products and releases and manage the cross-functional implementation of the plan

Key Accomplishments: (1) Implementation of these strategies, increased social media audience by 40%, and sales by 30% in two quarters, (2) negotiations for New York Fashion Week yielded no cost to the company, and produced editorial placements in Modern Salon magazine, The Washington Post, and Gazette Newspaper; and featured on Voice of America, NPR, WUSA 9, NBC 4 FOX 5 and DC50 

Oct 2006Nov 2008

Public Affairs Associate

Washington Regional Transplant Community (WRTC)
  • Served as spokesperson for the media and lobbied on Capitol Hill for funding and favorable legislation in support of organ donation. Worked with Director of Community Affairs to create opportunities for organ donation advocates to participate in the organization’s public policy activities 
  • Assisted the Director of Community Affairs with creating and directing opportunities for organ donation advocates to participate in the organization’s public policy activities. Worked closely with charitable and educational partner, Donate Life America, to achieve the organizations’ shared mission of advancing organ and tissue donation nationwide 
  • Responsible for publicizing WRTC’s advocacy initiatives internally/externally through a weekly e-clips report, quarterly/yearly newsletter, On The Hill, WRTC’s website and other communications vehicles 
  • Appointed by the Director of Community Affairs to lead the communications strategies for the Prince George’s County Task to increase the organ and tissue donation rate. Wrote letters to influential residence requesting their service as committee members, and worked with the Director of Communications of Prince George’s County to co-author a joint press release 
  • Managed a yearly advertising budget of $200,000 to purchase media for four annual campaigns. I determined the placements of buys by researching the target audience; choosing suitable media that will provide maximum reach; creating effective and efficient campaigns; approving and implement advertising plans and monitoring spending 
  • Utilized the market research data provided from various advertising publications to assess the results, and recommended public affair actions for the best media strategy to utilize in targeting each campaign 
  • Solicited support from management to unblock network in order to create a YouTube, Facebook and Flickr pages that will allow our internal/external stakeholders to have better access to communication materials regarding organ donation. Monitored all social media channels 
  • Distributed public information and educational materials to the media through press releases, fact sheets and public service announcements. Identified story angles and selected images to help illustrate the interpretation of web news 
  • Planned for effective, proactive public information and media campaigns tailored to stakeholder groups. Gave public presentations to local and state government; and civic organization about organ donation

Key Accomplishments: (1) DC and MD government approved legislation for WRTC to launch and manage the “DonateLifeDC” and “DonateLifeMD” donor registries, (2),Successfully pressured movie studios to change script, and/or cancel television shows, (3), the donation rate in Prince George’s County increased from 17 to 81 in one year, which resulted in 43 saved lives, and the hospital received a Medal of Honor from the U.S. Health and Human Services, (4) the media buying strategy implemented in my first year, yielded more than one million impressions in print and broadcast media, and saved the organization $6,000 in the advertising budget that was used for purchasing marketing collateral, (5) by working with management to utilize social media, WRTC was able to educate thousands of people through Facebook and YouTube that were unaware of the organ donation process, (6) WRTC received placements in documentaries on National Geographic Television, The Patient Channel, and PBS; and featured stories in the Washington Post and The Wall Street Journal. The organization media exposure was increased by 20 percent during my first year.

Feb 1999Sep 2006

Sr. Marketing and Promotions Coordinator

Radio One, Inc. (DC Market)
  • Drafted proposals using reports from marketing software to generate sales and create NTR opportunities.  Worked with the consultant from Research Director, Inc., to analyze and interpret audience measurementdata to better serve our stakeholder
  • Directed a team effort to support the “Rescue One” campaign, a Hurricane Katrina relief effort on behalf of Radio One Incorporated.  Coordinated the staff and volunteers in organizing the time span for donated items to be collected and shipped, and determined what items were most needed by victims
  • Utilized my relationship with the Radisson Hotel to use their parking lot as a command center to alert the public about the drop off location and time; and negotiated a trade-for-mentions agreement with the Bekins Trucking Company to deliver the donated items to Louisiana State University 
  • Trained and managed staff on procedures and policies for executing on-air promotions, data entry, and on-site contest events for the radio station.  Assigned staff members to represent the company at community events, and initiated an internship program with colleges and universities to provide communications students the opportunity to work with a major broadcasting company 
  • Assisted the Director with the preparation of the annual budget, and implemented procedure of excellence for outside events. Managed marketing expenditures of the market to conform to budgetary requirements 
  • Prioritized and executed promotional campaigns/projects, and implemented over 4,000 on-air, digital and emerging media sponsored promotions within the local and national markets per year
  • Managed (7-10) employees along with a robust 100+ volunteer program to execute event production, and to schedule and activate product launches. Updated the weekly station schedule, marketing status report; and tracked expenses and team budgets 
  • Led weekly marketing meetings with others departments (i.e. Sales, Resource Mobilization, Research) to develop integrated marketing campaign, including the creation of partnership contracts along with added value agreements 
  • Managed and activated 70+ weekly sweepstakes initiatives (both on-air and onsite), and monitored customer service protocols and facilitated the listener process
  • Produced artistry proposals, press releases and creative signage and managed entertainment partnerships with music label representatives and entertainment movie studios (Ex. Warner Bros., AEG Live, Interscope, Sony BMG, J Records, Koch etc.)
  • Designed and executed all creative promotional assets and collateral (Ex. Co-branded loyalty cards, artist announcements, onsite collateral, banners, truck wraps, t-shirts, vinyl wraps + magnets, movie premiere tickets etc.)

Key Accomplishments: (1) The radio station implemented two NTR proposals for HIV AIDS awareness and other health initiatives, (2) more than 5,000  Hurricane Katrina victims benefited from donated items, and Radio One received featured articles in The Washington Post and Prince George’s Gazette; and the company’s spokesperson was interviewed on NBC 4, (3) the internship program model established is still being utilized at the company, (4) concluded the fiscal year under budget from 2002-2005, and saved the company $24,000