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Work Background
Fleurish Strategy & MarketingFounder
Sep. 2023
ShopCore PropertiesVice President of Marketing and Communications
Jan. 2022 - Sep. 2023Chicago, Illinois, United StatesServe as member of the executive team to oversee all functions of marketing and communications. Responsible for all activities related to conceptualizing and implementing market strategy and achieving marketing OKRs. Lead and develop team of 12 with over a 90% employee retention rate with an average tenure of 4 years. • Lead transformational brand exercise to align the vision of the organization to a defined Universal Truth. Express defined strategy through evolved brand voice expression on internal and external marketing materials to support this objective. • Decreased social ad spend by 75% while enhancing impactful messaging resulting in +10%reach, +21% impressions, +56% click rate • Utilize consumer data to understand shopper demographics, traffic patterns, behaviors to create data driven marketing programs • Executed 7 mural programs working with local artists to bring public art to life across the country highlighting the culture and vitality of the local community • Generated over $150,000 in lease revenue based on strategic digital marketing strategies
ShopCore PropertiesSenior Director of Marketing and Communications
Mar. 2020 - Jan. 2022Specific responsibilities include business and market development; market research and planning; strategic direction for promotion and advertising; coordination with sales; and training, developing and directing the day-to-day activities of marketing staff (12). • Drove omni-channel branding across properties to convert social media engagement to onsite visitors, 250+ • Developed app for tenants as a one source all resource for crisis communication, marketing events, property management requests with 65% adoption rate • Led redesign of ShopCore.com to increase brand visibility and allow more seamless functionality and increased SEO ranking. Achieved 10% increase of traffic and 133% increase in inquiry form fills. • Increased property level community engagement by identifying and partnering with 440+ community partners on 452 events, with annual 25K event attendance
ShopCore PropertiesDirector of Development Marketing and Strategic Projects
Nov. 2019 - Mar. 2020Chicago, Illinois, United StatesResponsible for repositioning strategy and execution of marketing and communications for specialty centers undergoing redevelopment for ShopCore Properties and LivCor (multi-family). Specific responsibilities include rebranding strategy, media relations, market research, coordination with sales, construction and development team. PRIMARY REPSONSIBILITIES • Led and executed brand positioning to include naming, logo, brand guidelines, messaging, community outreach, media relations, digital advertising strategy and events for $300M+ redevelopment assets, retail and residential • Evaluated website conversions, redesigned website to achieve 15% decrease in bounce rate, doubled duration time and 20% increase in page views • Partnered with sales team to develop, execute, and measure customer leasing journey with a goal to drive growth and foster relationships with prospective and current residents • Partnered with Asset Management for market research and comp demographic studies to include geofencing, vehicle/pedestrian traffic and customer behavior • Collaborated with construction team on deliverable timelines, city applications and permitting, digital and static signage BIDS and FF&E selections • Responsible for managing third party rendering partner to create 3D models, renderings for the city approvals and leasing support • Responsible for selection and placement of placemaking elements throughout the property to create meaningful experiences. Managed art consultants and partnered with local art associations to curate art to include unique sculptures, hand painted murals, window graphics, etc. • Developed and planned all groundbreaking, ribbon cutting and grand opening events • Collaborate and develop all sales materials for leasing team to include renderings, videos, print/digital marketing collateral
ShopCore PropertiesDirector of Marketing and Communications
Mar. 2017 - Nov. 2019Greater Chicago AreaResponsible for building and hiring the marketing team and conceptualizing and implementing market strategy and achieving marketing targets. Specific responsibilities include budget creation, strategic direction for promotion and advertising; coordination with sales; managing and executing all corporate initiatives to include women's initiative and philanthropy and, hiring and directing the day-to-day activities of marketing staff. PRIMARY RESPONSIBILITIES Responsible for the creation, development and implementation of the overall strategic marketing direction for the shopping centers and corporate initiatives Strategy: Develop and execute annual marketing plans, drive property’s marketing objectives while aligning with leasing and sales to drive traffic to the center and support tenants Public Relations: Serve as a national media contact responsible for issuing media releases to announce property acquisitions, lease transactions, community relations and sponsorships. Fielded all media inquiries for statements, arranged interviews with executives, assisted with the management of property-specific crisis communications Budgeting: Create annual marketing budgets based on retailer dues, allocating mandatory expenses, discretionary expenses and media expenses as appropriate to support locally generated programming and brand messaging in order to achieve center objectives Tenant Support: Worked to create programming around specific tenant support to increase traffic at property through events, community outreach, media relations and digital advertising Philanthropy: Responsible for development and execution of ShopCore's 501 (c)(3) nonprofit, CoreGiving. Developed and executed on annual fundraising event, Brackets to Backpacks, which has raised over $900,000 and provided over five million meals to hungry children. Oversaw all nationwide property level events and initiatives to support CoreGiving.
DDR Corp.Manager of Corporate Marketing
Mar. 2016 - Mar. 2017BeachwoodResponsible for developing and executing the corporate marketing strategy while managing a multi-million dollar budget and supervising one employee. Effectively manages brand strategy and creates new opportunities to enhance the brand internally and externally. Works to increase company’s bottom line by creating and implementing cost-effective solutions in all marketing aspects such as trade-shows, events, investor relations, sponsorships, lead generation and vendor management. • Planned and executed a $1,000,000, three-day conference for all company stakeholders with a final cost 10% under budget • Decreased marketing expenses by 12% by creating a preferred vendor list and developing cost-effective guidelines • Collaborated with in-house design team to rebrand and improve trade-show materials while remaining within budget • Responsible for execution of all corporate marketing planning for managed and overview portfolios; overseeing the production of all strategic elements including advertising for national trade publications, print collateral coordinating and supervising all client, retailer and recognition programs and sponsorship/charity participation
SteamfireFreelance Marketing Consultant
Jan. 2014 - Dec. 2015• Manage all brand awareness campaigns including e-blasts, newsletters and social media platforms • Create training manuals for all new sale representatives • Assist with all website changes to include content, photos and branding
DDR Corp.Shopping Center Marketing Manager
Oct. 2013 - Jan. 2016Beachwood, OhLed marketing efforts for diverse portfolio of shopping centers from corporate office and oversaw programs implemented by field employees in various states across the US & Puerto Rico. Work included special event planning and execution, email campaigns, community relations, social media management, sponsorships, and budgeting for over 20 centers. • Achieved a 24% increase in consumer engagement by developing and implementing a digital Black Friday program to target shoppers based on demographics and location to increase retailer sales • Increased social media followers by over 95% in less than a year • Responsible for overseeing all marketing directors for our portfolio grocery anchored centers and specialty centers
The Mobility Resource Marketing GroupFreelance Marketing Consultant
Aug. 2013 - Jan. 2014Stow, Ohio• Organized company Pinterest board in order to maximize exposure for particular brands that needed additional awareness. This included: implementing industry hashtags in pins in order for all pins to be categorized and creating a strategy for the business page that would reflect the importance of the industry's relevant topics.
Cleveland State UniversityInstructor
Aug. 2013 - Dec. 2013Cleveland/Akron, Ohio Area• Developed and implemented daily lesson plans for 9th grade, administered tests and analyzed class performance • Contributed to the first year experience for college freshman by designing a syllabus focused around the necessary skills students need to succeed in college • Designed a marketing strategy to create on-campus engagement for the common reading book for first year students
Lakeland Community CollegeMarketing Recruitment Specialist, Holden University Center
Jan. 2012 - Sep. 2013Kirtland, Ohio• Assist the Director of the Holden University Center in the development and evaluation of comprehensive marketing strategies and direct the implementation of marketing tactics to increase brand awareness • Achieved a 62% enrollment increase in less than 12 months for university partnership programs through strategic marketing and recruitment efforts • Develop relationships and serve as initial point of contact and liaison for over 4,100 prospective Holden University Center students • Spearhead the creation of all Holden University Center marketing material including fliers, promotional materials, mail packets, direct mailers, email and event marketing pieces • Prepare surveys and evaluate data to measure success of events and marketing efforts • Assist in managing an advertising budget
Life Core Technologies, LLCMarketing and Public Relations Intern
May. 2011 - Jan. 2012Broadview Heights
The Cleveland Play HouseMarketing Intern
Jan. 2011 - May. 2011Cleveland/Akron, Ohio Area
Make-A-Wish FoundationWish Program Intern
Sep. 2010 - Dec. 2010Cleveland/Akron, Ohio Area
Baldwin-Wallace CollegeCo-director and Mentoring Coordinator of Public Relations Honors
Jan. 2010 - Dec. 2011Berea
Coldwell Banker HunterPersonal Assistant
Jun. 2009 - Dec. 2009
Shi- Shi EventsWedding Planner Intern
May. 2009 - Sep. 2009
Baldwin-Wallace CollegePublic Relations Class Campaigns
Aug. 2008 - May. 2010Berea
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