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Work Background
PCBCMarketing Director
Jan. 2023 - Dec. 2023Sacramento, California, United States · RemoteAs the Director of Marketing, I was responsible for planning, directing, managing agency partners, and executing the marketing and branding efforts of in-person and virtual events - chiefly the annual tradeshow, the Pacific Coast Builders Conference (PCBC). Responsibilities include defining the event experience and objectives, working with internal and external resources to create event-specific thematic platforms, identifying opportunities, and exhibitor/sponsor partnerships, orchestrating targeted marketing campaigns to reach key customer segments, measuring and evaluating the return on these campaigns, actively growing the database of prospects for both attendees and exhibitors, developing and nurturing marketing and media partnerships, and working collaboratively across all departments of the association to advance the overall organizational goals. The role required cross-functional collaboration with each business unit, including sales, management, design, customer service, operations, and content that reinforce the CBIA and PCBC brands, strengthen market positioning, drive customer engagement, and maximize revenue. And partner with the VP to empower the sales team to use marketing to identify new exhibitors, create led-gen efforts, and expand the database with both inbound and outbound efforts. And also helped guide other team members on the overall real estate market conditions, and education opportunities and collaborated with the state of California BIAs and PWB to connect and cross-promote both PCBC and CBIA. As well as curate content for the annual tradeshow to leverage the unique position of premier builders show for the Western United States. Content curation was reviewed and refined to maximize the intention and timing. I was empowered to help all team members evaluate existing practices and audit for performance and goals of maximizing revenue and elevating the reputation and success of PCBC.
Aviatrix CommunicationsDirector of Marketing and Operations
May. 2022San Diego, California, United States · RemoteA passionate, detail-oriented, and confident Director of Marketing and Operations is responsible for planning, directing, and managing agency partners, freelancers and managing job boards on Monday.com, and consulting on the marketing and branding efforts of Aviatrix clients. This position reports directly to owner and CEO, Katie Franco. Responsibilities include defining the agency’s staff objectives, working with internal and external resources, identifying opportunities, and orchestrating targeted marketing campaigns to reach key customer segments, measuring and evaluating the return on these campaigns, actively growing the database of prospects, developing and nurturing new and existing partnerships, and working collaboratively across all departments to advance the overall organizational goals. This role requires cross-functional collaboration with each staff/partner, including design, IT, operations, and consultants. The marketing & and operations director will also help guide new business RFPs, and other team members on the progress of their tasks or necessary assignments to freelancers. The marketing and operations director will be empowered to help all team members evaluate existing practices and audit for performance and the goals of maximizing revenue and elevating the reputation and success of the agency.
Stitch Marketing ResearchDirector Operations & Marketing Strategy
Nov. 2021 - Apr. 2022San Diego County, California, United StatesStitch Marketing Research is a strategic marketing intelligence consultancy. Stitch has been using human-centered research methodologies – including focus groups, surveys, in-depth interviews, and strategic analysis – to advise on real business tactics. While a marketing research consulting service based in San Diego, clients have included local partners and globally recognized corporations.
KCoutureOwner
Aug. 2021Chula Vista, California, United StatesKCouture: Curated Marketing for the Built Environment. A branding and marketing professional for over 20 years from Florida to California. I have helped launch and brand master-planned communities, urban infill developments, airports, senior living communities, and luxury properties and resorts. From naming and branding to project management, promotions and event coordination.
Favorite quote: Courage over comfort.
GreenhausManagement Supervisor & New Business Development
May. 2017 - Jul. 2021San Diego Metropolitan AreaSkills: Multi-Channel Marketing · Digital Marketing · Brand Development · Marketing Communications · Problem Solving · Content Strategy · Strategic Communications · Business Development
GreenhausManagement Supervisor
May. 2017 - Apr. 2019Greater San Diego Area• Responsible for the strategy, account management, upholding the brand integrity, voice and oversee all facets of the multiple accounts in place making • Played a key role in the agency’s growth of 25% in 2017 and 30% in 2018 specifically with growth/billings of accounts
• Over 8 years of experience drafting RFQ and RFP responses • 15 + years of client presentations, marketing plans, monthly reporting and budget management
• Special skills set and knack for high maintenance clients • 10 years of account director and account planner experience for five account teams
• Enjoy playing the liaison between the client and the creative team • Pride in maintaining and exceeding client expectations, long tenure with multiple accounts
• As a member of the executive team, participate with the agency principals on new business development and leading the charge on organizational health + culture for the firm
GreenhausSenior Account Supervisor
Jan. 2008 - May. 2018- marketing experience in senior housing, residential real estate, resort/hospitality and urban infill verticals. - With a diverse background spanning more than ten years including work in advertising, international public relations and of course online marketing.
Urban Housing PartnersMarketing Director
Jan. 2006 - Dec. 2008As Marketing Director for a small urban development firm, responsibilities included; working closely with the principals of the firm to define the project goals, playing a key role in presentations to new and existing clients and partners as well as oversee the research performed and gathered by our consultants. Overall management of marketing of urban development projects both active and in entitlement stage, which included budgets, media plans, advertising agency, public relations firm, freelancers and marketing coordinator and accounting of all invoicing for two projects on a draw system. Responsibilities also included presenting to key stakeholders and preparing monthly reports as well as day-to-day strategic planning and marketing direction, execution, sales teams and monthly project ROI reports. Other on-going responsibilities included; attending and supporting DIC (Downtown Information Center) and the East Village BID meetings, coordination of buyer retention events, staging of models, signage, Broker and Community Outreach events, messaging and campaigns (both DM and EDM), sales office staging and professional photo-shoots, and participated as a member of the Downtown Residential Marketing Alliance and related events (such as Art Walk and Discover Downtown Day).
GreenhausSenior Account Executive
Mar. 2003 - Sep. 2006San Diego, California
VSM AdvertisingAccount Executive
May. 2000 - Mar. 2003Orlando, Florida Area• Account management of Morrison Homes, Centex South Atlanta and local custom builder clients, including review and selection of media and scheduling • Formulation of plans to extend business with established accounts while monitoring existing promotional efforts to determine cost effectiveness. • Coordinated client activities and goals for use in the development of creative messaging and execution of advertising campaigns
• Provide and advise clients on pertinent marketing and technical information to clients and inspect layouts and copy for adherence to client standards, brand guidelines and specifications Achievements:
• Ranked top performer for largest account revenues in the agency. 2001-2003
• Best Overall Marketing Campaign – MAME Award for Morrison Homes-Orlando. 2002
Yesawich, Pepperdine & Brown (YPB)Account Executive
May. 1997 - May. 2000Orlando, Florida Area• Planned and directed the development and communication of informational programs for clients within the travel and tourism industry throughout North, Central, & South America and Mexico. - international marketing communications - worked with hospitality, travel and leisure industry clients throughout North America, Mexico, and Central and South America. • Authored and distributed fact sheets, news releases and media kits to media representatives, and coordination of client press interviews. Achievements:
• Authored article exploring the future of hotel design and in-room services utilizing quantified information from the respected YP&B/Yankelovich Partners Travel Monitor family of research studies
• Promoted to the international account team within five months
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