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Tiffany Russell, Apr

Corporate Marketing Communications Executive | Destination Marketing Leader

CONTENT CREATION +determination

I am a corporate marketing communications executive with a passion for enhancing innovation and relevancy in the destination marketing industry. As an accredited public relations (APR) professional with certifications in digital media and content marketing, I have successfully developed and executed integrated marketing communications strategies that led to organizational growth for several organizations including The Dave Ramsey Show, Virginia Museum of Contemporary Art, Girls on the Run and Virginia Beach tourism.

Through determination, open-mindedness and commitment, I continuously seek opportunities for stakeholder collaboration, enhanced communication and investment results. My positive, energetic and friendly personality- combined with an entrepreneurial spirit- contributes noticeably to the greater accomplishments of the organizations I serve. 

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WORK+INNOVATION

Virginia Beach Convention & Visitors Bureau

2016Present

Interim VP Marketing & Research

Responsible for marketing direction, brand management, vision, and full P&L accountability for a $6M integrated marketing communications budget for this destination marketing organization. Oversee creative development by providing direction to internal and external agencies utilizing best practices in content marketing, digital media and research. Developed strategic marketing communication plan for FY17. Manage staff of four team members.

Virginia Beach Convention & Visitors Bureau

2014Present

Director of Public Relations

As a member of the CVB's executive leadership team, I provide strategic guidance and oversight for the communications unit of this government-operated destination marketing organization (DMO). Major focus areas of my team include digital content marketing strategy, social media management, "influencer" relations, internal/corporate communications, corporate social responsibility (CSR) and local tourism advocacy.

Girls on the Run South Hampton Roads

20122014

Executive Director

Created comprehensive integrated marketing communication plans that increased participant growth by 38%, social media followers by 75%, event registration revenue by 50% and merchandise sales by 300% in 22 months, contributing to unprecedented growth. Selected as a “Next Generation Council Collaborative Alliance (CCA) Leader” by Girls on the Run International, June 2014. Manage staff of four team members. Additionally:

  • Managed relationship with partner advertising agency to create comprehensive public relations media strategy in order to maximize media outreach (projects include mailer brochures, PSA films, short film video production).
  • Pitched media and developed annual media in-kind partnership with WAVY 10, total value $70,000
  • Created comprehensive public relations and social media plans that increased participant growth by 38%, social media followers by 75%, event registration revenue by 50% and merchandise sales by 300% in 22 months, contributing to unprecedented growth
  • Budgeted development (program, administration, marketing and development, total annual budget $450K)
  • Wrote and/or edited news releases, blog posts, brochures and develop other key council marketing tools (including expo booth displays and merchandise)
  • Conducted new CRM software launch (fall 2013) for more efficient data tracking to Girls on the Run International headquarters
  • Implemented crisis plan with contracted public relations agency for Girls on the Run International.
  • Designed formal social media marketing plan to enhance online presence of organization across all social media outlets
  • Wrote grants for core operating support from national and corporate foundations securing over $60K
  • Developed the organization’s first five-year strategic plan with a 12-member Board to set overall strategy, vision and goals for the organization

Virginia Museum of Contemporary Art

20062012

Art Show Director

Oversaw all event marketing, advertising, brand management, artist communications and public relations for art festivals including Boardwalk Art Show and Neptune Festival Art & Craft Show. Developed and managed museum's annual festival and events budget. Developed all event marketing/branding strategies, including national advertising placement and key event sponsorship exploitation. Successes include increasing event merchandise sales by 40%, reception revenue by 44%, beverage sales by 27% and auction sales by 40%.

Detailed responsibilities include:

  • Pitched media, garnering coverage in Washington Post and local publications
  • Developed all event marketing/branding strategies, including national advertising placement, and key event sponsorship exploitation
  • Improved sponsorship revenue by developing VIP Club experience
  • Served as point of contact for key stakeholders including national art media outlets, City of Virginia Beach convention and visitors bureau personnel, police force, hotel association, local media outlets, 40 Board of Trustees, 300+ artisans, 250+ volunteers and 20 internal staff members
  • Edited and approved all event-related marketing collateral (program, tourism rack cards, posters, merchandise, news releases, etc.)
  • Created and managed Boardwalk Art Show social media page and tripled artist email marketing database
  • Improved working relationship with contract sponsorship agency
  • Oversaw creation and implementation of event economic impact report utilizing contracted survey provider
  • Represented MOCA on City of Virginia Beach Resort Management’s Event Task Force Committee

Virginia Beach Convention Center

20042006

Event Coordinator

Managed 248 contracted events for this public assembly facility as a certified meeting planner (CMP). Provided creative direction and theme implementation for convention center grand opening events. Clients included J & A Racing, Unites States Field Hockey Association, Virginia Arts Festival, Tidewater Builders Association, United States Naval Institute, American Society of Naval Engineers, Hampton Roads Automotive Dealers Association, USA Gymnastics 2005 National Classic, Events Management Group (EMG) and Mid-Atlantic Boat Show.

The Dave Ramsey Show

20022004

Affiliate Relations 

Guided 200+ affiliate sales managers and promotions teams on marketing campaign development, public relations strategies and sales approaches pertaining to this nationally-syndicated radio talk show, contributing towards 62% affiliate growth. Executed a 60-destination mobile publicity tour for book release "The Total Money Makeover," which sold 280,000 units in first 90 days, debuted on street week on the NY & LA TIMES best seller lists, and has sold over 2 million units to date.

  • Revised and amended advertiser spot copy for local radio broadcast; wrote creative copy or national radio broadcast
  • Performed on-air interviews for local community events; generated monthly affiliate sales support e-newsletter
  • Creative Oversight: Internal: Creative direction on sales tools ( i.e. videos, sponsorship ROI, sales scripts, promotional flyers); External: Generated concepts for local market promotional directors on how to enhance exposure of The Dave Ramsey Show in their community for their benefit
  • Live Event Seminar Coordination: Emcee event; supervised media appearances, radio/sponsor fulfillment, tickets, and promotional products; regulated and monitored radio and sponsorship involvement during events; post-event written correspondence on behalf of Dave Ramsey (personally) and The Dave Ramsey Show

Knowledge+experience

Education

M.A. Strategic Communications with specialization in Marketing Management | National University, San Diego, CA 

B.A. Public Relations | Harding University,  Searcy,  AR

International Association of Assembly Management (IAAM) Public Assembly Facility Management School | Oglebay, WV 2006

Credentials

Accredited Public Relations (APR) | Public Relations Society of America

Certified Meeting Planner (CMP) | Convention Industry Council (2004-2009)

Certified Destination Marketing Executive Candidate (2017) | Destination Marketing Association International

Certifications

Certification in Hotel Industry Analytics (CHIA) |  American Hotel & Lodging Educational Institute

Content Marketing Practitioner, Digital Marketing Foundations Certified | Market Motive | Duke University 

Google Analytics Foundations | Google

EXPERTISE+SHARE

Conference Speaking Engagements

Presenter, American Alliance of Museums 2016 Annual Meeting & MuseumExpo, Washington D.C. May 2016: "Marketing Matters: Museums as Cultural Tourism Destinations"

Presenter, VA-1 Tourism Summit Conference on Digital Media, Richmond, VA, November 2015: "You Can't Fool Me: Six Ways to Outsmart Today's Savvy Travel Planner"

Presenter, Virginia Association of Museums annual conference: "Green Initiatives in Print, Marketing and Special Events," March 2009

PROJECTS+OUTREACH

Portfolio

Content Management Projects:

Integrated Press Room/Blog Virginia Beach CVB

Collaborative Regional Content Development Coastal Virginia Tourism Alliance

Marketing Campaign Development:

U.S. Latino Niche Marketing Campaign Concept Virginia Beach CVB

Crisis Communications:

Virginia Tech Crisis Communications Plan National University

Thought Leadership:

How Nike v. Kasky Impacts Corporate Advocacy National University

Media Relations/Spokesperson:

Why isn't Norfolk International Airport better? The Virginian-Pilot

Virginia Beach's boardwalk contender for best in the country The Virginian-Pilot

Longtime Virginia Beach tourism director Jim Ricketts dies The Virginian-Pilot

Marketing beach year round is paying dividends Inside Business

Commercials promote new tourism campaign WAVY10

INDUSTRY+NETWORKS

ENGAGE+FOLLOW