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Work Background
JerseySTEMPro Bono Marketing Lead
Nov. 2023New Jersey, United States · RemoteJerseySTEM is a network of volunteers, community members, corporations and academic institutions whose goal is to promote excellence in science, technology, engineering and math (STEM) education for middle school girls and students in underprivileged areas. We develop and operate after-school programs where students engage in hands-on, project-based, team-structured activities that promote critical thinking and problem-solving. The primary role of the marketing team is to create materials and mini-campaigns that support the recruitment of corporate sponsors and offer them recognition; support outreach to New Jersey middle schools to establish new program sites and enroll students; support college outreach to recruit course instructors; and promote the organization as a whole through website development and maintenance and use of social and other digital media. Through this role I am enhancing my marketing and organization management skills and “toolkit” by targeting new audiences, conducting 24/7/365 recruitment and onboarding of new marketing team volunteers, and gaining experience with a range of business-enablement platforms, including Jira, Salesforce, and iCIMS.
Dollar Tree StoresDirector of Brand Marketing
Dec. 2022 - Mar. 2023Chesapeake, Virginia, United StatesI was made Director of Brand Marketing to lead the newly created brand marketing team combining Dollar Tree and Family Dollar creative, media, social, and web and app teams. I supervised and directed 16 employees plus agency personnel while managing a budget of $80+ million.
Dollar Tree StoresDirector, Creative & Media, Family Dollar
May. 2021 - Dec. 2022Chesapeake, Virginia, United StatesI was selected to lead the combined creative and media teams for the Family Dollar banner, composed of 9 staff and agency personnel, with a budget of $64+ million. I directed brand research and development, implemented a new approach to media planning and buying, and executed competitive response strategies that resulted in more cohesive messaging and stronger brand recognition. ► I led the development of a culturally competent brand positioning based on shopper research and initiated the first brand campaign in memory, which resulted in 7% increase in brand image in its first three months.
► My team and I surpassed media ROI goals by 300% by working with our media agency and internal partners to better define, segment and target customers.
► My agencies and team and I figured out how to save 5% of our budget by analyzing the impacts of past shifts from print to digital advertising and streamlining in-store signage formats.
Dollar Tree StoresCreative Director, Family Dollar
Sep. 2019 - May. 2021Chesapeake, Virginia, United StatesI supervised a team of 4 plus agency personnel. I contributed to a 10.4% sales growth over 2 years by enhancing advertising creative effectiveness by 25% through design, content, and structural improvements while building scalable systems for efficient and rapid production. ► We increased demand for digital lookbooks 53% over 3 years by creating high-quality publications utilizing studio photo shoots, stylists, and models, showcasing top-priority products in a captivating and engaging manner.
► I worked with my team and agency to cut print ad pre-production time by 50%.
► I played a pivotal role in the successful launch of a combination store concept which led to double-digit sales growth, by creating launch videos targeting investors and the public.
Archdiocese of New YorkDirector of Marketing
Jan. 2016 - Dec. 2019New York, New York, United StatesAs the leader of an in-house marketing agency, I enhanced the voice of the archdiocese by expanding communication channels and improving the quality of communications. We maintained stable donation levels across fundraising campaigns despite declining church membership. Additionally, I introduced an internal newsletter and a public-facing magazine with a circulation of 400,000, improving connections with employees and parishioners. ► I built an efficient marketing office serving all departments within the archdiocese and creating an improved and unified online hub for all. ► We increased education program applications by 300%, ensuring continuity and success of the program, by delivering a micro-targeted social-digital advertising campaign promoting enrollment.
► My team achieved 10,000 followers for the Cardinal’s Instagram by implementing proven strategies including more frequent and consistent posts and an increased use of video. Further, we established an organization-wide social media council, designed to share best practices and case studies to help all managers grow and improve their social media presences.
Berlin RosenVice President, Campaign & Creative Services
Aug. 2011 - Dec. 2016New York, NYI led teams of up to 5 employees responsible for client branding, copywriting, design, planning, and account management. I managed multimedia campaigns including direct mail, digital, video, television, and radio for diverse mix of clients. ► I achieved engagement rates 5 times industry norms in social media advertising.
► I led a direct-response mail campaign that achieved a response rate of 10%. (According to most sources, average direct mail response rates are between 2 and 5%.)
GDAWins (formerly Gumbinner & Davies Communications)Senior Account Executive
Jun. 2010 - Nov. 2010Washington, District of Columbia, United StatesIn this election-cycle role, I was responsible for account management of direct mail campaigns for clients including the Michigan Democratic Senate Caucus, Colorado Democratic Senate Campaign Fund, and AFSCME. Our work was honored with a Campaigns & Elections Magazine Reed Award. Position was a contract from June 2010 through the November 2010 elections.
Entenza for GovernorCommunications Director
Jan. 2009 - May. 2010St Paul, Minnesota, United StatesI built a comprehensive statewide communication operation with a staff of 4. We developed core campaign messaging and candidate talking points, managed media relations, and established web and social media presence, including Facebook, Twitter and Foursquare.
Steve Sarvi for CongressDeputy Campaign Manager and Communication Director
Jan. 2007 - Dec. 2008Eagan, Minnesota, United StatesI managed all aspects of the Sarvi campaign during a leadership transition and led communication efforts including message development, candidate coaching, media outreach, advertising and web initiatives on this campaign in Minnesota’s 2nd Congressional District.
Keith Ellison for CongressCommunications Director
Jan. 2006 - Dec. 2006Minneapolis, Minnesota, United StatesI was responsible for campaign messaging and media outreach during the general election. This unique campaign attracted media attention from international, national, state, and local outlets, creating an exciting and challenging environment for communication management. Ellison won by 34 points, becoming the first Muslim elected to Congress.
Martin Chavez for MayorCampaign Manager
Jan. 2005 - Dec. 2005Albuquerque, New Mexico, United StatesI managed the campaign to re-elect the mayor of Albuquerque. This included establishing campaign strategy, executing campaign communications, creating the field plan, securing early endorsements, hiring staff, opening the campaign office and implementing all operating systems. Chavez went on to win re-election by 28 points.
Falls AgencyAccount Supervisor
Jan. 2005 - Dec. 2007Minneapolis, Minnesota, United StatesAt this advertising agency, I supported clients promoting consumer-facing products. For example, I led identity development and PR initiatives for Key Lime Cove, a waterpark in suburban Chicago. We also named a camping product line, developed a trade show presence and selected a product spokesperson for The Coleman Company.
FallonAccount Management
Jan. 1998 - Dec. 2004Minneapolis, Minnesota, United StatesI coordinated public relations, sponsorship strategy, event marketing, and advertising for Electronic Data Systems (EDS) Corporation. I generated online “buzz” among film industry influencers around the BMW Films series The Hire, driving potential viewers to the website and short films, which garnered more than 13 million views in 2002. I successfully repositioned the PBS brand among teenagers by organizing an event tour to promote the reality television series "American High," resulting in higher ratings than MTV's "Real World."
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