Mary Ann Cristiano

***** **** *** ***** 703-***-****

Vienna, VA 22182 acewdx@r.postjobfree.com

SENIOR MARKETING EXECUTIVE

Brand Management

Social Media Marketing

New Product Launch

Strategic Planning & Marketing

Competitive Market Positioning

Results-oriented marketer with extensive experience in corporate brand

management. Talent for keeping the larger picture in mind while executing

individual projects flawlessly . Proven experience as a leader with a strong

entrepreneurial spirit . Outstanding communication skills as a trainer, educator, and

motivator.

Professional Experience

Director/Brand Management, Marketing & Communication

International City/County Management Association 2011-2014

Provided strategic direction and created marketing plans for the organization’s

business and product lines.

Directed the marketing efforts for the digital, communications, creative and

publications teams.

Collaborated with the event team in planning sessions and marketing the annual

conference for 3,000 attendees. Launched conference mobile app and exceeded

download goal by 15%.

Led team to create a value of professional management campaign, Life, Well Run

that launched in July 2013 with a multi-media press release and a satellite media

tour in January 2014. Media plan received a 20% click -thru rate in target markets.

Increased social media (Facebook, Twitter, LinkedIn) community size by 93% and

exceeded web traffic goal by 112%.

Led a team to rebrand marketing collateral.

Senior Director/Brand Marketing

USA TODAY 2006-2011

Launched a successful campaign for USA TODAY’s iPad app that netted more

than 1.8 million downloads its first year and is consistently rated a top news app.

Led the marketing strategy for the 25th Anniversary year-long celebration across

multiple departments and launched the “Spirit of the USA” program that provided

$5 million in advertising to select charities.

Collaborated to launch seven branded retail airport stores called USA TODAY

TravelZones and recommended strategic promotional plans for brand licensing

products.

Collaborated on the launch of Open Air Magazine that was nominated as MIN’s

hottest new magazine in 2008, as well as USA TODAY’s e-Edition that grew to

8,000 subscriptions.

Developed marketing partnerships with Earth Day Network that extended USA

TODAY’s green initiative by creating a microsite focused on green content.

Targeted media for barter contracts to leverage the USA TODAY brand on CNBC,

NBC and electronic billboard space in Times Square

Transformed the marketing team from production-focused to design-focused

group, winning three American Inhouse Design Awards in 2010.

Worked in partnership with Gannett legal department for creation of promotional

sweepstakes with third party vendors that increased traffic to website and

increased online registrations.

Selected as Gallup Employee Engagement Team Leader in 2006, working

interdepartmentally to set goals, communicate and facilitate employee programs,

including Clifton StrengthsFinder.

Senior Director/Customer Marketing

Director/Marketing Communications

Gannett Co., Inc. 2000 - 2006

Launched internal brand standards for CareerBuilder and centralized the

company marketing efforts. Worked with ad agency Cramer-Krasselt to develop

the successful 2005 Super Bowl Monkey Campaign, which began CareerBuilder’s

ascent to number one job search engine.

Created and implemented online brand marketing standards for the company’s

newspaper websites.

Developed a centralized marketing model for the Community Newspaper

Division creating efficiencies and increased effectiveness across 89 newspapers

in the division.

Created an in-house ad agency to serve the division and provide strategic

development and consumer marketing programs aimed at various target

audiences for the division’s newspapers.

Developed branding workshops and facilitated marketing programs at Gannett’s

US newspapers.

Market Development Director

Courier News, Bridgewater, NJ 1996-2000

The Chillicothe Gazette, Chillicothe, OH 1994-1996

Directed strategic planning and developed programs to reach target audiences

that resulted in increased circulation and advertising revenue.

Created marketing campaigns, and coordinated the newspaper’s promotion and

public service events.

Partnered with a newly created minor league baseball team, the Somerset

Patriots, and produced a comprehensive three-year marketing program,

including field signage, reader promotions, and point-of-sale materials.

Other Positions

Business Owner

Capitol Copy Center, Lansing, MI

Advertising Sales Representative/Media Sales Specialist

Lansing State Journal, Lansing, MI

Elementary Teacher

Countryside Montessori School, Northbrook, IL

Gateway Montessori School, Birmingham, MI

Education

University of Michigan, Bachelor of Arts in psychology, sociology

Oakland University, Master of Arts in education

Toronto Montessori Institute, Elementary certification

Additional Professional Development

Digital Media Conference, Dulles, VA October 2013

Senior Executive Institute, Cooper Center for Public Service, University of

Virginia, May 2013

Gallup Great Manager Training, December 2007

Clifton StrengthsFinder Training for SED Team Leader, June 2007

Corporate Hope: Authenticity Workshop Fall 2005

George Washington University, Strategy & Message Management, Fall 2004

The Conference Board, Gettysburg Leadership Program, 2004

Associated Press International, Executive Leadership Program, 2004

Affiliations/Recognition

INMA 2011 First Place Award for Public Relations and Community Service (over

300,000 circulation) – Twitter #What America Wants campaign

Gannett’s Innovator of the Year Award – USA TODAY iPad Launch Team 2010

USA TODAY’s Jewel Award – Obama retail product website - 2009

American Marketing Association – DC Chapter

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