Public Relations / Community Relations
Advertising Agency Experience
Strong Public Speaker / Storyteller
Copywriter & Editor / AP Style Guide
Social Media Content Creator / Blogger
Concept Creation / Media & Press Training
Excellent Eye for Design
Creative Director / Executive Producer Respected Team Builder / Leader Budget Development / Financial Reporting Media Research / Analysis / Placement Post Campain Analysis / POI / PCL / PPC / CPM
Executive Producer developing a creative strategy for a family of new brands. B2C: Utilized traditional media, digital, in-store displays, and brand activations. B2B: Orchestrated all aspects of the campaigns including concept creation, art direction for packaging design, collateral for internal sales team and wholesalers, managed distributor relations, store placements, community relationships, co-op sponsorships and with NHL and USL. Instituted and enforced strong brand guidelines.
SUCCESSFUL NEW PRODUCT ROLLOUTS
Assembled ancillary profit center by creating, packaging and franchising proprietary tools for the complete B2B sales cycle: Prospecting, cold calling, lead conversion, presenting offers (and competitor research and knowledge), overcoming objectives, developing relationships, closing the deal and generating referrals. Spearheaded the creation of all training materials as National Marketing Director, Corporate Sales Trainer and responsible for over $1M in revenue.
Identified marketing, leasing and redevelopment opportunities to reposition and or revitalize large retail projects, malls and entertainment assets negatively impacted by the “retail apocalypse.” Properties were rehabilitated through public/private partnerships, creative leasing, innovative marketing, reputation repair, temporary/pop up tenants, entertainment offerings and grassroots campaigns.
B2B/B2C: Seamlessly taking clients into the digital age with social media. Building social media strategies, managing social media teams, setting social goals, developing budgets, analytics, content creation, video production, influencer marketing., user-generated content, social customer care, digital advertising, social metrics, governance and risk, crisis management and employee advocacy programs.
LARGE SCALE EVENT EXECUTION
B2B: Storytelling at trade shows creating brand recognition. Exhibit theming and concepting, strategic booth selection and vendor management. B2C: Executive producer for concert series at outdoor bandshell booking/handling National acts. Negotiated National beverage sponsorships to underwrite fireworks and NASCAR personality appearances.
BIG STORM BREWING CO.
A craft brewery with humble beginnings, and the ambition to explore opportunities beyond the 4 walls of their garage in Odessa Florida. The assignment was to help the brewery launch their products into multiple markets through retailers and distribution networks.
THE MEADOWS AT LAKE ST. LOUIS
A lifestyle center in bankruptcy in need of a marketing "push" to get through the holiday season. The assignment was to promote the outdoor mall as a "destination," increase foot traffic - thus increasing sales and attracting new tenants.
OCEAN WALK SHOPPES
A landmark on Daytona Beach, this icon had fallen victim to disrepair in a bad economy, had vacant storefronts and was a blight in the community. The assignment was to "bring it back to life" and reintroduce it as an area of pride to attract tourists and locals alike.
PLAZA CINEMA CAFE
A partially constructed movie theater stood vacant in Orlando when the project was abandoned. The assignment was to complete the construction project creating the first downtown full service, luxury digital movie theater with restaurant-style concessions and a bar.
DIRECTOR OF MARKETING & LEASING, SUTTON PROPERTIES, INC. - St. Petersburg, FL 2017 – Present
Under my S Corporation called Studio E Creative, Inc., I was responsible for operations/management/sales/leasing for privately owned, commercial real estate assets. The objective was to launch two (2) new shopping centers located adjacent to Jimmy Buffett’s Latitude Margaritaville® (residential communities for "55+ and Better"), in Daytona Beach and Hilton Head. Produced all collateral materials, social media and national print campaigns for all portfolio properties (copywriting, content creation, photography, graphic design, etc.)
Pre-leased all in-line space at Latitude Landings in Daytona Beach, FL, 20k SF within 12 months of project announcement and before breaking ground.
MARKETING DIRECTOR, BOSTON HOLDINGS COMPANY. - Clearwater, FL 2014 - 2017
Marketing Director for Venture Capitalist and owner of several organizations under the Boston Holdings umbrella. Managed seven accounts ranging from Consumer Packaged Goods, Non-Profits, Special Needs Investments, Precision Tooling & Machinery, Legal Financing, Equipment Leasing Food & Beverage (Craft Beer, Coffee, Ice Cream) and Distribution. Managed an in-house full-service advertising agency/production company (White Line Creative). Effectively managed a staff of up to 10 people (graphic designer, video producer, production assistant, marketing assistant, social media manager, promotions coordinator, and brand ambassadors). Responsible for new business development, budgeting, staffing, managing community relationships, and co-op partnerships.
MARKETING DIRECTOR, MADISON MARQUETTE. - Ft. Lauderdale, FL 2011-2014
Responsible for RFP and proposals for all new business acquisition efforts for a National, 200 employee full-service, real estate company. Developed and implemented corporate strategy for business development, branding and lead cohesive interdivisional marketing efforts. Coordinated the production of RFP’s on a national level for every business line. Simultaneously handled the property management of approximately 1.6 million SF, including maintenance of the physical plant, marketing for leasing (B2B) and marketing for consumers (B2C), cultivating relationships with tenants and vendors, handling the contract and expenditure approval process, and providing accurate and timely financial reporting to ownership/investors.
BRAND REPOSITIONING/REVITALIZATION CONSULTANT. - FL, MO, NY 2008 - 2011
As an Independent Contractor, I worked exclusively with lenders, bank appointed receivers and real estate investors focusing on distressed real estate assets in receivership, consulting on rebranding/repositioning throughout the foreclosure/bankruptcy cycle. With the ultimate objective in all cases, to stabilize the assets in order to position them for sale. Properties were rehabilitated through public/private partnerships, creative leasing, innovative marketing, reputation repair, temporary/pop up tenants, entertainment offerings and grassroots campaigns.
MARKETING DIRECTOR, TRAMMEL CROW COMPANY/CBRE. - Orlando, FL 2003-2008
Reported to the Regional President, maintained a position on the Leadership Board and supervised a staff of 9 Marketing Assistants in three city offices. Charged with RFP preparation and marketing direct pursuits and coordination of those efforts, developing and implementing a corporate strategy for business development. Emphasis on branding while leading cohesive interdivisional marketing efforts, produced trade show efforts for the region (6 shows per year) and functioned as lead marketing contact for the North Florida region.
NATIONAL MARKETING DIRECTOR, WALLACE, WELCH & WILLINGHAM. - St. Petersburg, FL 1999-2003
National advertising and marketing consultant for a commercial insurance firm. Coordinated activities of a multidivisional task force created to strategically introduce and create awareness of the corporation. Maintained the corporate brand and affiliates nationally, through the creation of comprehensive marketing materials and sales tools. Responsibilities included public relations, market research, copywriting and editing, graphic design, web development, multimedia presentations, trade shows, creative art direction, and printing.
Created an additional profit center by creating and packaging an HR centric marketing strategy and sales system and distributing it nationally exclusively through trade show presentations. Personally generated over $1M of revenue in my first year of production and gained national recognition in a trade publication (www.roughnotes.com), as the November 2002 Marketing Feature.