Occupation:Marketing manager |
Location:Mechanicsville, VA |
Education Level:Master |
Will Relocate:YES |
Description
Marketing/communications professional who has designed and launched profitable new and innovative produts in a range of categories. Experienced in strategic planning, marcomm, branding, product development, sales, research, and consumer engagement. Successful track record in the automotive, entertainment, gaming, tourism, and museum sectors. Virginia Museum of Fine Arts - Richmond, VA 2015 - present Director of Marketing and Communications Lead 18 person Marketing and Communications department overseeing strategy, creative design, direct response, research, social media, digital design, e-commerce, publishing, group sales, outreach, and tourism initiatives. * Drive increased museum membership and advancement fundraising efforts to generate incremental revenues. * Built a ten person internal agency servicing the museum retail store, online shop, two restaurants, education department, visitor services and advancement divisions. * Decreased expenses 10% the first year increasing graphic design and writing output 25%. * Communication pitches resulted in more than 225 international, national and regional magazine, newspapers, and television stories. Reynolds Community College - Richmond, VA 2001 - Present Adjunct Professor Certified online instructor rated as one of the top instructors at the college according to Ratemyprofessor. Teach evening courses in business, marketing, and salesmanship. Virginia Lottery - Richmond, VA 2013 - 2015 Marketing Product Manager Product Management responsibilities for 18 products in three lottery game categories plus online game new product development. Created and executed strategic marketing plans to achieve revenue goals. Developed new products, launch plans, promotional programs and sales force communications. * Designed and launched $1,000,000 Money Ball, and Bank A Million draw games. Designed and wrote SRS for Print'n Play category with four price points and ten games. * Increased by four fold the output of new product activity in this position. 2008 - 2013 Consumer Engagement and Electronic Gaming Manager Initiated short and long-term consumer engagement activities to optimize customer relationships in five player segments. Collaborated with Product and Marketing Managers generating weekly consumer insight reports to drive revenue. Managed the digital registration processes. * Enhanced customer satisfaction levels through the design/implementation of the lottery industry's first real time web based age verification system. * Implemented digital Customer Satisfaction system with Foresee. * Launched fifteen second chance digital interactive games including the first HTML 5 platform game in the U.S. lottery industry. * Served on multiple evaluation panels for the procurement of a full service Advertising agency, Fulfillment Company, Balanced Scorecard Software and a Web Content Management System. 2006 - 2008 Online Product Development Manager Designed new product introductions for the online games portfolio. Activities included communications planning and promotion design. Planned Interactive strategies for digital initiatives. Participated in the evaluation of advertising and Point-of-Sale creative. * Implemented the first instant online lottery games in Virginia's with first year sales over $18 million. * Introduced the first raffle game in Virginia which generated $6.6 million in sales in two months. * Launched the lottery's first mass coupon promotion generating a 15% redemption level. Pamplin Historical Park and the National Museum of the Civil War Soldier - Petersburg, VA 2004 - 2006 Director of Marketing and Membership Services Directed the sales and marketing department for this nationally recognized historical site. Also handled membership, product development, research, advertising direct marketing, public relations, special events, graphic design, and group sales activities. Responsible for customer satisfaction training. * Increased group sales bookings 20% year one, 25% in year two. * Created the Civil War Adventure Camp allowing people to live the life of a Civil War soldier. * Publicity achieved on the Travel Channel, PBS nationally plus articles in more than 150 publications including USA Today, NY Times, Delta Sky Magazine, and Budget Travel. * Served as Park spokesman. CMSS Architects, PC - Virginia Beach, VA 2002 - 2004 Director of Marketing and Communications Managed four person marketing team. Accountable for business development, strategic planning, advertising, graphic design, public relations, trade show events, and proposal writing. * Won six significant domestic new business projects and two international projects. * Repositioned firm from local building designer to internationally recognized mixed use community planning firm. RightMinds - Richmond, VA 2000 - 2001 Agency Strategist In-house resource for integrated marketing agency developing business plans. Designed market research studies, wrote client-marketing plans, and handled new business pitches. * Won three significant new accounts in the food, travel, and transportation categories. * Participated in the re-positioning of the agency from a partnership to an integrated marketing services firm. Kings Dominion - Richmond, VA 1995 - 2000 Manager of Promotions & Advertising Services Managed a twelve person department plus two external advertising agencies. Accountable for revenue generation tactics which included market research generation, creative messaging (advertising and collateral), media plans, retail & media promotions, season pass sales, design and maintenance of web site and running of special events. * Launched an in-house call center which increased advance season pass sales by 15%. * Set the Season Pass unit sales record while improving advertising spending efficiency 5%+. * Negotiated retail promotions with partners like Food Lion, Burger King, Giant Supermarkets, and Coca-Cola. * Supervised development and launch of two different park web sites. * Negotiated and ran more than one hundred in-park special events annually plus supervised daily in-park market research activities. Swedish Match North America - Richmond, VA 1988 - 1995 Senior Marketing Manager Handled new product development and direct marketing activities while managing the Red Man brand portfolio. Worked on 14 brands in three category segments over an eight year time period. Designed and launched brand-building efforts which included advertising, trade promotion, consumer loyalty and affinity programs, plus retail merchandising. Daily interaction with manufacturing plant, sales force, and brokers. * Introduced nationally two new products, J.D's Blend, and Timber Wolf, the latter being the most successful moist snuff introduction in company history. * Grew market share of Red Man products by 10 share points in a declining industry.
Accomplishments
Highlights:
Job Skills
Keywords
