MICHELLE MIGUELEZ

acpady@r.postjobfree.com

•

www.linkedin.com/pub/michelle-

miguelez/36/134/221/

•

305-

450-

2545

PROFILE

A

creative

and

strategic

communications

professional

with

15

years

of

expertise

in

all

areas

of

communications,

including

public

relations,

corporate

communications,

crisis/issues

management,

brand

protection,

employee

engagement,

consumer

relations

and

campaign/event

organization.

Bilingual

English/Spanish.

Willing

to

relocate.

EXPERTISE

Public

relations

and

marketing

Crisis

and

issues

management

Creative

writing

and

copy

editing

• • •

communications

Executive

positioning

Philanthropy

&

community

affairs

• •

Corporate

and

employee

messaging

Diversity

&

inclusion

Consumer

relations

• • •

EDUCATION SKILLS COMMUNITY

Florida

International

University,

Miami,

FL

Computer

skills

include:

Word,

Excel,

Feeding

South

Florida

•

Bachelor

of

Science

in

Journalism

and

Mass

PowerPoint,

Outlook,

SharePoint

and

Salvation

Army

South

Florida

•

Communication,

1995

Sitefinity.

Habitat

for

Humanity

•

Suited

for

Success

•

Amigos

for

Kids

•

EXPERIENCE

Restaurant

Services,

Inc.

(RSI)

Miami,

FL

2012 -

Present

Communications

Director:

Lead

all

of

the

internal

and

external

communications

platforms

for

RSI

and

its

subsidiaries,

Restaurants

Services

Canada,

Inc.

and

Supply

Chain

Services,

LLC.

Summary

of

Responsibilities:

Design

and

implement

creative

communications

mediums

that

deliver

critical

business

information

to

key

audiences,

including

Burger

•

King

Corporate/Field

executives

and

employees;

RSI

members

(BURGER

KING®

franchisees),

RSI

Board

of

Directors,

company

staff

and

BURGER

KING®

system

suppliers

and

distributors

in

the

U.S.

and

Canada.

Create

executive

communications

and

messaging

for

company

leadership

team.

•

Direct

employee

engagement

programs

that

support

company

priorities

and

make

RSI

a

great

(and

fun)

place

to

work.

•

Draft

and

produce

the

annual

report;

implemented

digital

report

in

2012,

2013

and

2014.

•

Manage

the

annual

RSI

Board

of

Directors

election.

•

Plan

and

execute

all

company-

wide

events,

including

team-

building

and

philanthropic

initiatives.

All

events

are

designed

to

celebrate

•

RSI’s

culture

and

foster

increased

employee

engagement

within

the

company.

Create

dynamic

company

collateral

and

messaging

to

promote

RSI

at

Burger

King

Corporation's

(BKC)

annual

convention,

including

•

company

tradeshow

booth,

executive

speeches,

supplier

awards

ceremony

and

events.

Liaison

with

BKC

and

ensure

that

RSI

communications

complement

and

support

BKC's

marketing

and

operations

initiatives.

•

Accomplishments

To-

Date:

Created

a

structured

framework

to

proactively

communicate

the

“value

of

RSI”

to

members

by

delivering

targeted

messaging

to

RSI

•

members

through

a

variety

of

communications

vehicles

each

quarter.

Promoted

an

instructional

webinar

series

showcasing

the

robust

data

benchmarking

tools

available

on

RSI

Web

that

provide

members

•

with

key

information

they

need

to

run

more

profitable

restaurants.

Transitioned

the

annual

RSI

board

election

from

a

paper-

driven,

three-

month

long

activity

to

a

fully

electronic

nomination

and

election

•

process

with

a

significantly

reduced

timeline.

Efficiently

managed

the

vendor

on-

boarding

process,

election

material

development,

communications

campaign

and

execution

of

each

step

in

the

election.

Led

company

re-

branding

efforts,

including

re-

designing

the

RSI

logo,

company

collateral,

and

environmental

branding.

•

Conducted

company-

wide

training

session

and

reviewed

RSI

logo

usage,

trademark/service

mark

definitions,

BURGER

KING®

brand

•

standards.

Managed

RSI’s

sponsorship

and

exhibition

at

the

annual

BURGER

KING®

Convention,

which

includes

overseeing

the

design,

planning

•

and

logistics

for

the

RSI

Vendor

Reception

(attended

by

more

than

500

vendors,

BK®

franchisees

and

RSI

&

BKC

leadership);

the

BKC-

RSI

MICHELLE MIGUELEZ

Page

2

Vendor

Awards

&

Recognition

Ceremony

(pre-

event

publicity,

RSI

&

BKC

scripts

and

visuals,

event

production,

new

awards

design

and

fabrication)

and

the

RSI

Tradeshow

Booth

(re-

designed

tradeshow

booth

graphics

and

exhibition

materials,

coordinated

and

promoted

educational

member

workshops).

Work

in

progress:

Currently

developing

a

significantly

enhanced

document

and

content

management

system,

or

“message

center,”

that

•

will

resolve

company’s

email

distribution

issues;

streamline

the

communications

process

and

link

both

internal

and

external

users

to

important

content

on

RSI

Web.

Work

in

progress:

Leading

corporate

re-

branding

and

PR/communications

initiatives

for

RSI’s

wholly-

owned

subsidiary,

Supply

Chain

•

Services,

LLC

(SCS).

Burger

King

Corporation

(BKC)

Miami,

FL

1999 -

2012

Global

Communications

Director:

Provided

leadership,

management,

recommendation

and

execution

of

corporate

communications

and

public

relations

activities

for

the

BURGER

KING®

system,

comprised

of

12,000+

restaurants

worldwide.

Directed

public

relations

and

marketing

communications

efforts

for

the

BK®

brand

in

North

America.

Developed

and

delivered

effective

consumer,

employee

and

franchisee

communications

that

supported

the

Company's

culture

and

business

objectives

globally.

Consistently

delivered

solid

results

in

positions

of

increased

responsibility,

including:

Director,

Integrated

Communications

&

Engagement

(Dec.

2010-

July

2012)

•

Sr.

Manager,

External

Communications

(Aug.

2010-

Dec.

2010)

•

Manager,

External

Communications

(2008-

2010)

•

Supervisor,

Corporate

Communications

&

Consumer

Relations

(2006-

2008)

•

Sr.

Analyst,

Diversity

&

Inclusion

(2004-

2006)

•

Sr.

Communications

Specialist,

Strategic

Communications

(2000-

2004)

•

Crisis

Communications

Coordinator

(1999-

2000)

•

Summary

of

Responsibilities:

Integrated

marketing

communications

and

public

relations

activities;

ensured

external

and

internal

messages

were

aligned.

•

Worked

closely

with

senior

leadership

to

develop

communications

strategies

that

promoted

business

initiatives,

corporate

vision,

•

company

culture

and

executive

leadership

across

the

organization.

Delivered

media

profiles,

public

speaking

and

recognition/award

opportunities

for

company

executives.

•

Identified

proactive

media

opportunities

and

managed

daily

communications

needs

of

the

company.

•

Protected

the

brand

from

negative

media

exposure

with

effective

management

of

local

and

national

crises/issues.

Media

coverage

•

averaged

+85%

positive/neutral

exposure.

Developed

executive

speeches,

news

releases,

public

relations,

and

website

communications.

•

Directed

and

managed

the

company’s

public

relations

agency

of

record.

•

Accomplishments:

Executed

internal

and

external

communications

efforts

following

the

acquisition

of

Burger

King

Holdings

by

3G

Capital

in

October

2010.

•

Efforts

included

mitigating

media

coverage

of

a

global

reorganization

and

two

significant

reductions

in

corporate

workforce,

while

keeping

employees

informed

of

the

reorganization

and

new

corporate

structure.

Directed

various

internal

programs

in

a

challenging

environment

to

effectively

convey

the

executive

leadership

team's

new

company

•

vision

and

cultural

values,

allowing

employees

to

feel

empowered

in

their

roles

and

engaged

in

the

new

brand

direction.

Successfully

managed

the

search,

selection

and

on-

boarding

process

for

the

company's

public

relations

agency

of

record

in

the

U.S.

•

Launched

the

brand's

new

kids'

meal

platform,

the

BK®

CROWN

Program,

by

creating

a

BK®

Crown

large

enough

to

be

named

the

•

world's

largest

aluminum

structure

by

the

Guinness

World

Book

of

Records.

National

media

coverage

included

exclusive

placements

in

USA

Today

and

FOX

Business,

as

well

as

750+

media

impressions.

Led

marketing

communications

speech

development

for

annual

BKC

Conventions,

attended

by

more

than

3,000

franchisees,

vendors,

•

agency

partners

and

employees.

Created

content

for

multi-

speaker

executive

speeches

that

delivered

pivotal

information

and

outlined

key

strategies

and

initiatives

in

all

areas

of

the

North

America

marketing

function,

including

brand

advertising,

consumer

segments,

product

innovation

and

local

marketing.

Announced

the

brand's

new

coffee

offerings

and

partnership

with

Seattle's

Best

Coffee

via

an

exclusive

interview

with

the

Associated

•

Press,

which

generated

significant

media

coverage

nationally.

Directed

an

"open

house"

for

key

media

for

the

grand

opening

of

the

company's

flagship

WHOPPER®

Bar

in

New

York

City,

providing

•

journalists

with

one-

on-

one

access

to

the

company's

lead

menu

innovation

executive

and

chef,

along

with

an

exclusive

product

tasting.

MICHELLE MIGUELEZ

Page

3

Media

coverage

included

a

live

segment

on

Fox

Business

and

placements

in

The

Huffington

Post,

Dow

Jones

Newswires,

Nation's

Restaurant

News,

Serious

Eats,

Reuters,

and

Gothamist,

among

others.

Managed

the

launch

of

the

new

BK®

Breakfast

Menu

and

held

a

private

tasting

event

for

top-

tier

NY

media

outlets

and

bloggers,

•

resulting

in

more

than

85

million

impressions.

Promoted

news

on

the

company's

key

global

business

drivers,

including

market

entry

and

net

restaurant

growth

in

countries

such

as

•

Russia,

Brazil,

Canada

and

Singapore,

among

others.

Managed

strategic

internal

and

external

communications

efforts

on

behalf

of

the

HAVE

IT

YOUR

WAY®

Foundation,

Burger

King

•

Corporation's

philanthropic

arm,

resulting

in

positive

exposure

in

diverse

publications

and

media

outlets,

as

well

as

national

award

recognition

of

the

Foundation's

BK®

Scholars

program.

Developed

and

launched

comprehensive

turnkey

"The

King

is

in

Town"

public

relations

toolkit

for

BK®

franchisees

in

the

U.S.

Accessible

•

digitally

on

the

company's

intranet,

the

toolkit

provides

franchisees

with

media

relations

guidelines,

press

material

templates

and

in-

restaurant

promotional

ideas

that

can

be

easily

executed

at

the

local

level

to

help

drive

consumer

traffic

and

increase

sales.

Led

development

and

launch

of

the

company's

online

pressroom

on

www.bk.com.

•

Provided

ongoing

strategic

communications

support

and

conducted

proactive

media

outreach

for

BKC’s

diverse

executives

and

•

inclusion

initiatives,

resulting

in

industry

accolades

and

awards,

such

as

Business

Leader

South

Florida's

Women

Extraordinaire

Award,

National

Diversity

Council's

Glass

Ceiling

Award,

The

Network

Journal's

40

Under

Forty,

Latina

Magazine's

Corporate

Executive

of

the

Year

and

media

coverage

in

diverse

publications,

including

Black

Enterprise,

Diversity

Inc.,

Profiles

in

Diversity

Journal,

Hispanic

Business,

Poder,

LatinaStyle

and

others.

Established

and

executed

quarterly

inclusion

training

sessions

to

educate

corporate

and

field

employees

in

the

U.S.

about

the

•

company's

commitment

to

diversity

and

acceptance

within

the

BURGER

KING®

system

and

in

the

community.

Composed,

designed

and

published

multiple

system-

wide

publications,

which

served

as

platforms

to

communicate

business

strategies,

•

operations

programs

and

marketing

initiatives

to

the

BURGER

KING®

system

worldwide.

Formats

ranged

from

four-

color,

bi-

monthly

magazines

to

newspaper-

style

publications

to

weekly

digital

newsletters.

Expert

Software,

Inc.

Coral

Gables,

FL

1998 -

1999

Public

Relations

Manager

Summary

o f

R esponsibilities

&

A ccomplishments:

Generated

local

and

national

media

coverage

for

the

company's

new

products,

corporate

initiatives

and

community

involvement.

•

Managed

the

development,

implementation

and

launch

of

the

company's

consumer

website

and

online

store.

•

Developed

and

maintained

extensive

journalist

database

and

media

monitoring

system

for

the

brand.

•

Maritime

Telecommunications

Network

(MTN)

Miami,

FL

1997-

1998

Marketing

Services

Coordinator

Summary

of

Responsibilities

&

Accomplishments:

Coordinated

marketing

activities

and

developed

promotional

materials

for

five

company

divisions

in

the

U.S.

•

Managed

executive

involvement

and

company

exhibition

at

key

industry

tradeshows

throughout

the

year,

including

Seatrade

Cruise

•

Shipping

Convention,

Entelec

and

TechAdvantage.

Designed

collateral

material

with

compelling

messaging

promoting

MTN’s

onboard

phone

and

Internet

services

to

thousands

of

cruise

•

line

passengers

worldwide.

Progressive

Public

Relations,

Inc.

Miami

Beach,

FL

1995-

1997

Account

Executive

Summary

of

Responsibilities

&

Accomplishments:

Serviced

accounts

for

travel

and

tourism

clients

in

the

Caribbean

and

Latin

America,

including

luxury

hotel

properties

and

an

eco-

•

adventure

cruise

line.

Generated

editorial

placements

in

both

travel

and

consumer

publications

nationwide.

•

Organized

and

executed

press

trips/media

visits

for

multiple

clients.

•

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