Dawn Willson - Marketing Executive & Content Expert, Independent Consultant and Contractor

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Work Background

Coastline CollegeDirector of Marketing and Communications/Public Information Officer

Mar. 2018 - Mar. 2024Orange County, California, United States · On-siteI served as the Director of Marketing and Communications, Public Relations, and Public Information Officer for this state college leading all areas of marketing: digital, SEO, paid search, organic, social media, website development/maintenance, print, market research, PR/communications, accessibility, crisis communications, public information, and events. This means serving as a member of the executive leadership involved in all areas of business and marketing communications strategy for the college. When I finished my tenure at the college it had the highest enrollments in the district and the state of California among the 114 community colleges and one of the most diverse departments in the college. - Rebuilt the marketing department from scratch. - Led a successful rebrand and relaunch of the college logo and website. This meant changing the website platform, and a full redesign. - Led marketing for ALL programs in the college, large and small, including the large Military department, certificate, and Contract Ed. departments. - Boosted college enrollment, leading CA; spearheaded brand & web launch; elevated social media engagement by 25%. - Provided marketing strategies to garner record enrollments across degree programs, working with deans and faculty. - Launched a new online store for the college - Successfully launched a new brand mascot for the college - Go Dolphins! - Provided audits, competitive, gap, and SWOT analysis, and created personas for strategy. - Built an amazing team of digital marketing professionals, providing guidance, and mentorship, regularly hired student interns to expand the team and give a more youthful voice to the students while managing relationships with external vendors, agencies, and partners.

New Dawn MediaAgency CEO & Chief Marketing Officer

Jul. 2008 - Jul. 2018Orange County, California, United States · RemoteAs the Owner and Chief Marketing Officer (CMO) of a Content Marketing Agency, I had two main roles: to set the direction for the business and to lead its marketing efforts. I was responsible for acquiring new clients and ensuring the agency's financial health. This involved budgeting, forecasting, revenue generation, and expense management. Additionally, I set pricing strategies, negotiated contracts, and made sure that the agency was profitable. I also managed the agency's day-to-day operations, including recruitment, hiring, and management of contractors. I oversaw the agency's marketing strategy and all content strategies for clients. This involved strategy, content production, formats, distribution channels, branding, and lead generation. Most clients were in the SaaS and data storage/data security space. For clients, I developed strategies to generate leads through various marketing channels and tactics. This included inbound marketing strategies, content marketing campaigns, email marketing, social media marketing, SEO, and paid advertising. - Identified new opportunities by conducting market research analysis resulting in a 25% increase in sales. - Built and maintained strong relationships with key clients resulting in a 95% retention rate - the National Defense Industrial Association (NDIA) being one of my biggest clients. - Coordinated marketing and public relations for NDIA resulting in an increase of 30% in exhibition and attendee sales. - Led digital transformation, boosting brand awareness and engagement for Toyota, and Bank of Ameria Schwab by 40%. - Oversaw content accuracy, ensuring 99% error-free publications. - Initiated a multi-platform content strategy, expanding market reach. - Analyzed performance data to refine marketing tactics, increasing ROI by 20%

Amplio TechnologiesDirector Global Marketing Communications

Feb. 2015 - Aug. 2015Greater Los Angeles Area · On-siteI provided executive leadership and management of Amplio's inbound and outbound marketing activities worldwide, which include: Content Marketing, partner/channel marketing, product marketing, PR, and services marketing. I drove Amplio’s efforts to position itself as a visionary leader and potential in its emerging market and to achieve its revenue goals. Responsibilities • Strategic planning including corporate positioning market and competitive analysis, customer segment selection and penetration plans, and related product positioning. - Implemented partner strategies that lead to an increase in sales by 5% within a few months. - Spearheaded content strategy, boosting customer engagement by 10%. - Orchestrated cross-departmental teams to align marketing and sales efforts. - Analyzed market trends, steering a content overhaul that matched user interests, elevating brand presence. - Revitalized underperforming content, turning it into top-performing assets, markedly boosting web traffic.

Peak 10 + ViaWestContent Marketing Director & Brand Manager

Aug. 2013 - Jul. 2015Charlotte, North Carolina Area · On-siteThis was a 2-year contract to aid in elevating the valuation of the company so it could sell to a large investor. (Peak10 had not joined with ViaWest yet.) By successfully filling its pipeline with leads for the sales force, the company was successfully able to increase its valuation by $400 million. Specific responsibilities include: - Drove a rebranding initiative that elevated company valuation by $400m, with data-driven forward-thinking strategies. - Implemented cutting-edge comprehensive Content Marketing strategies, enhancing brand presence and directly contributing to a 35% sales surge. - I defined editorial direction, including message hierarchy, voice, and tone. I set content development schedules across multiple channels and tracked content quality to maintain consistency and integrity of voice and style. - I developed systems and processes for monitoring content marketing activities and ensured the efficiency of team operations by managing day-to-day content development, production, and workflow, as well as handling input and feedback from internal stakeholders across multiple departments. - I managed all content marketing efforts including; video, multiple newsletters, ebooks, whitepapers, multiple presentations on and offline, event marketing efforts, press distribution, blogs, articles, writers, digital designers, graphic designers, social media strategy, paid media, and more.

RAPPClient: Content Strategist/Consultant

Jan. 2010 - Dec. 2011Greater Los Angeles Area · On-siteThis was a 12-month contract to work on specific parts of campaigns for clients at this marketing agency. I provided content strategy, frameworks, campaigns, channels, and branded content strategies for globally recognized brands such as Toyota, Bank of America, and Schwab, among others. My strategies encompassed a wide range of content campaigns, including video, apps, books, print, PR, social media, and the web. Additionally, I conducted content audits, inventory, and gap analyses of existing content to identify new content needs based on consumer analytics and content requirements. - Implemented content matrixes for messaging, query structure, editorial calendars, and content need states. - Implemented content POV documents for client presentations.

Hub MediaMarketing Director - Corporate Marketing Video Productions

Jan. 2007 - Mar. 2008Santa Barbara, California Area · On-siteI was appointed to establish a new West Coast office for a London-based corporate marketing video production company in North America. During my tenure, I was responsible for marketing the company's video marketing services and providing strategic writing services in business development, marketing, white papers, production, and branding. Moreover, I authored and crafted the company's distinctive B2B and B2C brand messages for the North America office and video clientele, in addition to the company's video marketing. I also supervised video productions through the entire cycle, from acquisition, development, pre-production, production, post-production, marketing, distribution, and cross-promotion. Furthermore, I created marketing trailers and video presentations to procure funding for large film properties and corporate cross-promotional DVD campaigns. Lastly, I composed all the television and video marketing for the new syndicated national television program, "Jury Duty."

PARALLEL D PRODUCTIONSTV & Website Producer

Jan. 2000 - Dec. 2003New York, New York · HybridI spearheaded product development initiatives for a $20 million interactive content production company, focusing on web interactivity on television programming. My responsibilities included overseeing the development of 35+ products and providing strategic leadership in creative development, production, concept creation, program branding design, and B2B partnerships. I co-authored the business plan and investor presentations, which were instrumental in securing funding. My efforts resulted in successfully obtaining a million-dollar financing deal from a venture capital firm located in New York City. I presented the plan to angel investors, venture capitalists, and CEOs of large public companies. In addition, I played an integral role in negotiating the acquisition of interactive technology companies, which helped launch interactive technological media productions. I also developed, wrote, and produced new interactive television programs for interactive documentary television/internet programming. My contributions extended to marketing collateral, brochures, press kits, press releases, branding, web content, and client presentations. Overall, my experience and expertise have allowed me to excel in my role as a leader and innovator in the interactive content production industry.

A&E TELEVISION NETWORK, DISCOVERY Channel, UPN Network, NBC KARE-11 News, PBSTelevision Producer

Jul. 1996 - Jan. 2000New York, New York, United States · On-siteA&E and THE HISTORY CHANNEL, New York City, NY 1997-2000 TV Producer/Writer DISCOVERY CHANNEL/NORTH MEDIA – Minneapolis, MN 1996-1996 Writer/Television Field Producer UPN NETWORK/EVERYDAY LIVING – Minneapolis, MN 1995-1996 Writer/Segment Producer POSITIONS - Held a variety of television producer/writer, and internship roles at NBC News and PBS.

Santa Barbara City CollegeAdjunct Instructor - Course: From Script to Final Edit (Video Production)

Aug. 2002 - Jun. 2003Santa Barbara, California Area · On-siteI taught two classes daily on the topic "From Script to Final Edit" in the Multi-Media Arts Department for this community college. The class focused on the process of creating visual or written content, such as films, videos, and documentaries, from the initial concept or script stage to the final editing and production phase.

National Basketball Association (NBA)Website Producer

May. 2000 - Oct. 2000New York, New York · On-siteAs Website Producer, I facilitated the redesign of nine NBA basketball teams. This required me to work alongside nine distinct NBA basketball marketing departments, in conjunction with nine different web designers located throughout the country and the technology company the NBA hired out of Boston.