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Education

University of Central Florida | Orlando, FL
B.A. Advertising/Public Relations: August 1998-May 2002
Minors in Marketing and Psychology: Suma Cume Laude

I’m a senior-level marketing leader with a proven track record in strategic planning, change management, talent development, organizational savvy, resilience and resourcefulness. I was recognized as a global enterprise Pacesetter; I’ve been nominated twice for Orlando Business Journal’s “Women Who Mean Business”; I’ve been a thought leader / speaker at various industry conferences;  and I’ve received numerous accolades from UCF’s Nicholson School of Communication for outstanding achievements among alumni. I’m experienced in building and managing diverse teams and enjoy cultivating talent – while providing the motivation needed for collective success.

Experience

Wiley Education Services | Maitland, FL | https://edservices.wiley.com/
Senior Director of Marketing Program Management | July 2012 – Present

In my current role, I help to contribute new knowledge, better tools, and improved marketing processes to support Wiley’s higher education business unit. Responsibilities include:

• project planning and delivery
• marketing program measurement (KPI definition, benchmark setting, reporting)
• sharing of analyses
• marketing enablement and automation leadership
• SOP process documentation and standardization
• practice development
• talent management
• professional speaking
• business development support

Prior to my promotion at Wiley, I was a Regional Director of Brand Management. In that role, I led the development and delivery of digital, direct response marketing and branding strategies. I managed a team of Brand Managers to ensure achievement of partner-specific business objectives as well as the training, development and retention of team members.

I worked in close collaboration with peers, senior management, operations and admissions leaders to support partner level business objectives. In doing so, I served as a liaison between internal/external clients, partner agencies, delivery teams and management to ensure effective communications and program execution.

This role requires a high degree of focus and expertise in the following disciplines: Market Strategy, Brand Positioning and Messaging, Channel Strategy and Optimization, and Team Management.

Market Strategy

• Applies insights from research and analytics teams to  inform and evaluate marketing plans, tactics and creative initiatives for assigned partner universities.
• Interpret lead and channel performance reports to inform marketing plans, shifts in initiatives and channels for achieving business goals.
• Support new business opportunities and  special projects as requested by the Deltak Executive Leadership team.
• Responsible for marketing plan development for new program launches for assigned partner universities.

Brand Positioning and Messaging

• Supports department leadership in the development of standards, processes and best practices for the identification and application of market and audience insights.
• Responsible for the development of partner and program-specific value propositions, offers and calls-to-action to convert prospective students to qualified leads.
• Evaluate creative and messaging for assigned clients and teams to ensure alignment with marketing strategies.
• Manages the delivery of marketing integrated initiatives (i.e. advertising campaigns) for assigned partners.

Channel Strategy and Optimization

• Accountable for delivery of qualified leads for assigned partners.
• Responsible for managing marketing budgets for assigned partners to maximize return on marketing investments.
• Supports department leadership in developing standards and processes for analysis and interpretation of media, website, and sales data.
• Demonstrates a clear command of all marketing channels and their roles in the media mix to lead cross-channel analysis and optimization.

Practice Development and Talent Management

• Supports department leadership in defining processes and best practices for Brand Management.
• Ensures consistent application of strategy and delivery of Brand Management services for assigned partners.
• Supports employee recruitment activities as requested by department leadership.

Intellavia | Orlando, FL | http://www.intellavia.com
Director of Client Services | August 2009 – July 2012

Client Services & Account Management

• Oversee client service relationships and project management
• Develop and maintain client budgets
• Craft strategic marketing plans and implement their strategies and tactics
• Facilitate brand development, craft brand stories and define visual brand language
• Oversee every stage of digital and traditional campaign executions

• New business development: write proposals, answer RFPs, prepare pitch presentations, in-person pitches and communication follow up
• Agency software administrator role
• Agency billing: client estimates, invoices and agency forecasts
• Mange internship program and all new hire training
• Manage digital agency assets on server

Camdan Creative Solutions | Orlando, FL | http://www.camdancreative.com
Owner/ Writer/ Account Manager | January 2006 – Present

• Manage all business operational functions; including, but not limited to: annual reports, IRS reporting, budget management, administration and new business development
• Manage all production, account service and copywriting needs
• For more information on experience related to Camdan Creative Solutions, please visit www.camdancreative.com

EVOK Advertising | Lake Mary, FL | http://www.evokad.com
Director of Client Services | February 2007 – August 2009

• Responsible for strategic account planning and client growth
• New business development: extensive RFP response preparation including writing, presenting and financial planning. (Efforts include account wins for Orange County Public Schools, WORKFORCE CENTRAL FLORIDA, Gale Pacific and many others.)
• Work with management to develop and refine agency workflow processes
• Client forecasting, fee negotiation and growth strategy development
• ‘Agency time’ estimating for per-project clients
• Develop marketing communication plans utilizing traditional mass media, non-traditional guerilla tactics, internet strategies and/or internal employee support tactics
• Facilitate brand development, write brand stories and define visual brand language
• Traditional account service functions (i.e, develop/ foster client relationships, execute campaigns, facilitate agency functions between client and agency, etc.)

PUSH | Orlando, FL | http://www.pushhere.com
Sr. Account Manager | January 2002 – February 2007

• Oversee brand development and strategic planning
• Responsible for day-to-day client communications on multiple accounts
• Develop, present and implement Marketing Communications Plans
• Develop and present new business pitches, when needed, as part of the new business team
• Lead creative, media, production and research teams in the campaign development process
• Supervise outside production of all creative; including, but not limited to: broadcast, collateral, print, web and outdoor
• Create/ oversee internal work requests to start or continue production on advertising campaigns and materials
• Generate project estimates and timelines, as well as generate work requests for media-related tactics
• Develop and manage client budgets
• Develop and implement large-scale client promotions
• Implement SEM campaigns
• Manage Jr. account team while fostering business and individual growth and development

Orlando Advertising Federation | Orlando, FL | http://www.oaf.com
Member / Former Education Chair | May 2002 – May 2004

• Act as liaison between college students and the Orlando professional advertising community
• Organize and facilitate portfolio reviews, internships and job shadow programs
• Speak to classes and act on advisory panel
• Mentor multiple students
• Define annual objectives, create tactical plan and lead committee in implementation
• Report yearly achievements (Two-time winner of Education club achievement by the American Advertising Federation.)

Skills / Strengths

• 2014 Global Winner for Wiley’s Pacesetter Award Program
• 2008 & 2009 “Women Who Mean Business” nominee – Orlando Business Journal
• Experienced in media relations with coverage locally, nationally and internationally
• Business savvy, bottom-line conscious
• Strategic planning mindset
• Strong oral and written communication skills
• Strong team leadership and management skills
• Proficient with a wide variety of marketing related software platforms: from Microsoft Office and Keynote to open source CMS such as Joomla, WordPress and Liferay
• Proficient with agency operational software: Infowit, Creative Manager Pro and Clients & Profits
• Knowledgeable on the RFP process including government protocol
• Well-versed in all departmental agency functions