RÉSUMÉ

  • Highly organized, hands-on, results-driven marketing strategist with B2B and B2C experience in medical, education, and footwear industries 

  • Skilled at planning and executing myriad logistics of events, trade shows, sponsorships, and integrated marketing campaigns in an efficient and resourceful manner 

  • Exceptional command of grammar and written communication; adept at communicating cross-functionally at all levels; culturally sensitive 

  • Driven by challenge, change, new opportunities; cool under pressure; creative, flexible, conscientious self-starter and enthusiastic team player with a singular sense of humor

INDUSTRIES

Footwear/fashion, education, medical

 

FUNCTIONS

Marketing, sales, public relations

 

SKILLS – TRADE SHOWS & EVENTS

Contracts, competitive research, site selection, F&B, housing, travel, vendor management, A/V, staging, design, entertainment, speakers, samples, freight/shipping/customs, training, project management, results reporting 

 

SKILLS – MARKETING

Budgeting/forecasting, product launches, brand strategy, copywriting, editing, design // Direct mail, advertising, email blasts, web content, social media, radio spots, video, press releases, annual reports

 

SKILLS – TECHNOLOGY

Word, Excel, PowerPoint, Acrobat DC, Photoshop, InDesign, Dreamweaver, HTML, MailChimp, WordPress, Asana, SharePoint 

 

CERTIFICATIONS/EDUCATION 

 

Certified Trade Show Marketer (CTSM)

Northern Illinois University, 2016 

 

Core Curriculum Program certificate: Public Relations/Advertising/Marketing 

American Medical Writers Association, 2012 

 

Bachelor of Arts degree: English Lit major, Professional Writing minor 

Portland State University 

EXPERIENCE/ACHIEVEMENTS 

 

AMERICAN ACADEMY OF OPHTHALMOLOGY, San Francisco, CA 

 

Marketing Manager (7 years; present)  

Lead development of marketing strategies and implement tactical plans of integrated campaigns for Academy conferences, trade shows, and corporate communications projects. 

  • Exceed Academy's annual meeting attendance targets by up to 15% and revenue by up to 18% by developing impactful creative themes and overseeing successful implementation of marketing plans. 

  • Lead Resource Center team to exceed sales goals by up to 29% and to achieve highest-ever (90%+) service ratings by expertly managing marketing operations of the booth—including staff training for 80+ people and execution of all pre-conference communications and in-booth events. 

  • Surpass membership and product sales goals by up to 26% by meticulously managing logistical details for 5 to 7 international and domestic trade shows per year. 

  • Manage annual launches of Meetings on Demand product, from item set-up to promotion to sales booth logistics—accounting for 25% of AAO 2017 onsite sales. 

  • Increase sense of community, awareness of innovations, and professional empowerment by playing key role in complete company rebrand: As member of 5-person core brand team, act as lead copywriter and shape brand strategy, voice, visual identity, and staff implementation. 

  • Strengthen member retention and program success by partnering with internal clients to reimagine marketing campaigns. Craft on-brand, compelling copy for marketing collateral and annual reports.  

 

Marketing Communications Specialist, Clinical Education (6 months) 

Managed development and execution of all promotional campaigns for Academy’s 170 clinical education products—including direct mail, print advertising, web marketing, email blasts and social media—with target annual sales of approximately $3.5M. 

  • Resurrected the Maintenance of Certification study course. Total attendance was 17% higher than projected and net revenue was 11% higher than projected. 

  • Launched the Practicing Ophthalmologists Learning System. At six months, net revenue was 386% higher than projected.  

  • Launched the flagship 2011–2012 Basic and Clinical Science Course. Within 6 months, sales were 48% higher than projected. 

 

Promotions Coordinator, Meetings & Exhibits (5.5 years) 

Promoted the Academy’s annual meeting and exhibition as the premier ophthalmic educational event to 45,000 potential professional attendees and 600 exhibiting companies. Meeting attracts average of 25,000 attendees and is consistently in the top 15 U.S. medical meetings. 

  • Orchestrated Academy’s freight logistics to, during, and from the annual meeting and exhibition, with less than 0.1% loss/damage. Directed onsite freight labor.  

  • Increased online registration to 83% and ensured that meeting pages rated steadily in the top 10 on AAO.org by maintaining concise and timely web content. 

  • Increased ad sales revenues by 64% by creating and promoting new printed program advertising opportunities to 500 exhibiting ophthalmic pharmaceutical and device companies.  

  • Ensured continuity and quality in Academy messaging and meeting branding by designing and copywriting for promotional brochures, one-sheets, registration packets, exhibitor prospectuses, email blasts, ads, on-site signage and EyeNet Magazine articles. 

 

DR. MARTENS AIRWAIR USA, LLC, Portland, OR  

 

PR & Promotions Coordinator, Manager (3 years) 

Produced events and generated publicity to position Dr. Martens footwear as the brand of choice for “alternative” musicians and their fans. 

  • Executed brand-building strategic partnerships with music clubs and fashion retailers. 

  • Organized retail promotions, consumer contests, ticket/product giveaways, backstage meet-and-greets, branded event signage and promotional items. 

  • Coordinated logistical details for fashion and music event sponsorships such as Lollapalooza and SXSW, and regional/local concerts.  

  • Increased brand awareness and consumer loyalty by procuring favorable editorial exposure and publicity through press releases, press kits, backgrounders, radio spots, website copy. 

  • Increased product placements by 250% by making timely, suitable placements for high-profile music events, TV, film, trade/consumer publications and fashion shows. 

  • Designed PR display, website kiosks and booth decor, which contributed to the DMs booth’s winning the “Best of Show” award at WSA, the largest U.S. footwear trade exhibition. 

  • Assisted with production of gift-with-purchase CD promotions with major record labels. 

  • Forged strong relationships with music artists and management, resulting in ability to acquire stock of artist-signed Dr. Martens boots, guitars, and other memorabilia for trade show displays and consumer contests.