Anne Christenson

Anne Christenson

Summary

Accomplished social media and public relations professional with a proven ability to

develop and implement strategic plans that enable companies to achieve their

marketing objectives. Major strengths include public and media relations, social media

and advertising, creative strategic planning, crisis communications and brand building.

Work History

Work History

Feb 2010 - Mar 2011

Director of Social Marketing

Kahala Corp.

·Developed comprehensive social media strategies, goals and calendars for 12 quick-service

   restaurant concepts

·Created and executed social media plans that increased brand Facebook fans and Twitter followers

     from150,000 to 1.1 million in one year

·Monitored, analyzed and reported social marketing efforts and presence

·Established all company-wide social media policies, including customer service response methods

·Developed system and parameters for franchisee social media engagement

·Created and presented ‘Social Media 101’ course to incoming franchisees and international partners

·Researched and vetted digital vendors; facilitated successful, profitable partnerships

·Supported blogger-focused public relations efforts

·Directed marketing staff in online content management, social engagement and social issues

    management

·Compiled weekly social media news summary for executive and marketing teams

·Contributed and edited articles for internal magazine reaching 5,000 company affiliates, including

   franchisees

May 2003 - Feb 2010

Senior Manager of Public Relations and Advertising

Kahala Corp/Cold Stone Creamery

·Managed Cold Stone Creamery’s consumer-focused public relations strategies and tactics

·Supported promotional development and planning of national marketing campaigns

·Oversaw $1 million public relations budget

·Directed efforts of national public relations agency in New York City and regionally focused

    agency in San Francisco

·Served as primary contact for national and local media outlets

·Functioned as national and local spokesperson for consumer and crisis-related topics

·Directed celebrity focused agency in influencer outreach efforts

·Developed, executed and wrote all consumer press materials

·Planned, developed and executed special events, including the opening of the brand’s flagship

    Times Square location, award-show gifting lounges and five long-lead editor functions

·Supported national and local media buying partners in the management of media budget

Jul 2001 - Feb 2003

Senior Account Executive

DeVries Public Relations

·Managed accounts, special events and tactical execution for three top E&J Gallo wine brands,

·Responsible for expanding consumer media coverage of wine category

·Communicated with local and syndicated wine-focused media to expand brand awareness

·Provided ongoing client counsel on current tactical projects and future programs

·Assisted with nationally acclaimed consumer and trade events, including the Food & Wine

   Magazine Aspen Classic, the Turning Leaf press tour, and a multi-city press tour with famed

   author/winemaker James Halliday

Mar 1998 - Jun 2001

Senior Account Executive

GCI Group

·Managed day-to-day account experience and special event execution for the following accounts: Seagram’s,

  Don Julio Tequila, Jim Beam Brand’s, Vox Vodka, Krups’, Small Home Appliances, Playtex’s

   Ogilvie 7-Day Curls, Italian Trade Commission’s Fine Jewelry, Hanes Hosiery’s Revitalizing Collection

·Assisted in daily management of lifestyle and consumer accounts

·Responsible for establishing and maintaining relationships with clients, key media contacts

    and vendors

Education

Education
Dec 1997

Bachelor of Science

Fashion Institute of Technology, State University of New York

Skills

Skills

Milestone Achievements & Media Placements

· Conceptualized and implemented Cold Stone Creamery’s first Facebook-hosted digital contest     resulting in 5,000 submissions and 66,000 new fans · Introduced online secure coupons solution resulting in increased FSI coupon redemption rate    from .02% to 14% · Directed Blimpie brand in first online video production and creation of new brand character · Secured national magazine placements for the Cold Stone Creamery brand including;   Cosmopolitan, Redbook, Glamour, CosmoGirl, Woman’s Day, Seventeen, Modern Bride,   Better Homes and Gardens, U.S. News & World Report, Essence · Established relationships that resulted in Cold Stone Creamery’s first national television segments with     Food Network, Today, Good Morning America, The Oprah Winfrey Show and Fox & Friends