HEATHER SAMEE
MARKETING AND COMMUNICATIONS EXPERT
HEATHER R. SAMEE
* *** *. ***** ***** / Scottsdale, Arizona 85255
6-02-481-**** / hsameephx@y ahoo.com
TECHNOLOGY/SKILLS
-Project management
-Website maintenance including graphic design and HTML coding
-Dreamweaver, Photoshop and InDesign, CorelDRAW and CorelPHOTO
-Social media site design and maintenance
-Website and email metrics analy sis and reporting
-Collateral design and corporate presentation creation
-Adobe SiteCataly st and Insight, WebTrends, MicroStrategy and Google Analy tics
-Google AdWords
-Search engine optimization (SEO)
-SEM and PPC, including banner ad placement
-Advertising campaign strategy and design
-Multiple email platforms including ExactTarget, Vertical Response and YesMail
-Associated Press Sty le
-Tradeshow collateral and presentation creation
-Videography and video editing
-Graphic designer and website coder management
-SEO PowerSuite
-All Microsoft Office Suite programs
EDUCATION
-Masters of Business Administration, Western International University
-Bachelor of Science in Public Relations, Northern Arizona University
PROFESSIONAL EXPERIENCE
ONLINE MARKETING & IMPLEMENTATION CONSULTANT
-Wells Fargo Business Products Group -- December 2011 to present
-Serve as the sole point-of-contact for Business Products Group website initiatives.
-Develop a comprehensive Business Products marketing placement, promotion and optimization strategy that
reaches across all the Wells Fargo sites.
-Identify opportunities to enhance the Business Products site and work with Internet Services Group to prioritize
and implement.
-Partner with key contacts to make site updates, including requirements gathering, stakeholder reviews and user
acceptance testing/signoff.
-Interface with the Internet Services Group as well as the Product Management, Legal and Compliance teams to
ensure accuracy and timeliness.
-Play a leading role in wellsfargo.com platform projects and other initiatives that impact the Business Products
site.
-Collaborated with contracted graphic artist.
-Analy ze, consolidate, and present site metrics including campaign-specific elements using MicroStrategy and
Adobe Insight.
MARKETING COMMUNICATIONS FREELANCE CONSULTANT
April 2008 to present
-Develop and implement online and traditional marketing communications strategy /plan initiatives and
activities to enhance the brand position, drive growth, increase sales and inspire loy alty .
-Responsible for ensuring that all marketing channels to communicate a consistent brand message that resonates
with customers.
-Manage all aspects of print collateral production (print ads, fly ers, direct mail, point-of-purchase display s and
more) including conceptualizing, graphic design, writing and coordination with printers.
-Create collateral, fact sheets and interactive presentations for sales reps.
-Design, develop and launch the ecommerce website.
-Manage all aspects of the website maintenance including design and coding, creating new and relevant content,
managing exiting content, ensuring user effectiveness, leveraging new technology and integrating social media
content and tools.
-Responsible for development of digital campaigns including paid search marketing, banner ads, landing pages,
online partnerships and other campaign elements including lay out, design and functionality .
-Increase website traffic and natural search rankings via continuous search engine optimization improvements.
-Create social media strategy and established presence on social media channels.
-Responsible for ongoing management, monitoring and creation of unique content for various social media
channels.
-Implement effective email marketing program and manage monthly campaign execution including planning,
designing, coding, targeting, sending and reporting results.
-Evaluate the effectiveness and efficiency of online marketing tactics and tracking, monitoring and reporting
website metrics, including site visitors, campaign results and ROI.
-Produce, shoot and edit video content.
-Manage public relations campaigns including writing and disseminating media releases.
-Manage subcontractors, including printers, website coders, publicists and graphic designers.
SENIOR ONLINE COMMUNICATIONS STRATEGIST
SRP (Salt River Project) -- September 2008 to December 2011
-Strategized and implemented the company 's first marketing email communications program, including
selecting email platform, developing corporate email policy and creating y early email schedule.
-Design, write, code, target, send, analy ze and report monthly emails.
Strategized, developed and implemented the company 's social media presence.
-Developed and implemented online components of the corporate marketing, advertising, brand and other
communications plans.
-Partnered with company stakeholders to drive B-to-B and B-to-C customer awareness of key messages and
adoption of programs via customer contests, traditional and online advertising, corporate website and microsites,
email, social media, newsletters, bill stuffers, point-of-purchase display s and more.
-Collaborated with graphic artist.
-Monitored search engine ranking and enhance website content to increase optimization.
-Researched optimal Web analy tics tool and managed conversion from Web Trends to Adobe Omniture
SiteCataly st.
-Analy zed and reported website metrics, including online campaigns, advertising and overall site performance
on a regular basis.
ELECTRONIC MARKETING COMMUNICATIONS MANAGER
-Choice Hotels International eCommerce Marketing -- December 2004 to June 2008
-Planned and implemented strategic global marketing communications plans and budgets to promote
choicehotels.com site enhancements and technology developments to customers, franchisees and employ ees.
-Created concept and executed website content, newsletter, fly ers and data sheets for multiple audiences.
-Identified ecommerce marketing opportunities to increase Choice Hotels' online presence.
-Strategized and implemented revenue-generating, customer retention-focused website enhancements for
choicehotels.com including booking engine upgrades, mapping tool upgrades and robust destination information
implementation and ensured that content was suitably translated into five languages.
-Planned and implemented project to photograph and video 4,500 hotels nationwide.
-Enhanced all areas of choicehotels.com to ensure maximum search engine optimization - a key tactic in gaining
market share and increasing booking revenue.
-Created comprehensive educational tools for field staff to use when assisting franchisees with the
implementation of ecommerce initiatives.
-Led the planning and execution of the eCommerce department's presence at the annual Choice Hotels
convention/trade show as well as the summer and winter sales meetings, including designing the tradeshow
booth and creating content for breakout sessions.
-Developed engaging, informative eCommerce presentations for use by senior leaders.
-Researched relevant ecommerce, hotel and hospitality trends, benchmarks and metrics and provide relevant
analy sis to senior leaders.
-Stay ed abreast of cutting-edge, best-in-class technology trends to ensure choicehotels.com's competitiveness
within the marketplace.
-Successfully managed destination content/communications team to ensure that all goals are exceeded.
CORPORATE MARKETING COMMUNICATIONS MANAGER
-American Express Corporate Services-Business Travel -- May 2000 to November 2004
-Created first-ever comprehensive global client/B-to-B marketing communications program for the -Business
Travel market segment.
-Achieved a 268% increase in website visits by leading a redesign of the Business Travel sitelet within
americanexpress.com.
-Designed and launched the first Business Travel email communication program to engage and inform clients.
-Emphasized the brand value proposition and encouraged client retention and loy alty by creating numerous
highly -respected informational and educational online communication vehicles including news alerts,
newsletters and web content.
-Planned and executed large-scale internal and external events for the Corporate Services-Business Travel
division.
-Created communications advisory group comprised of relationship managers and customers from all market
segments to ensure that their needs were exceeded.
-Strategized and created speeches and talking points for Vice Presidents to deliver at events and webinars that
included positioning statements, emphasis of the value proposition and meaningful, premium travel industry
content.
-Worked with global constituents and designers to develop brand-specifications, templates and collateral
including letterhead, fact sheets, external newsletters, PowerPoint presentations, trade show display s, brochures
and phone greeting messages.
-Developed and managed marketing communications budget.
-Created Business Travel Communications sty le guide.
-Managed communication specialists and graphic designers.
CORPORATE COMMUNICATIONS SPECIALIST
-American Express Corporate Services-Business Travel -- June 1999 to May 2000
-Developed and implemented strategic communication initiatives to ensure effective information dissemination
to multiple Business Travel employ ees.
-Created effective messages to communicate business goals, process changes, crisis information, recognition and
more.
-Acted as resource for business partners with communication needs.
-Provided strategic direction and created content for online communications.
-Produced monthly printed employ ee newsletter.
-Composed high profile memos and reports.
MARKETING SPECIALIST
MiniCo, Inc. -- May 1997 to June 1999
-Increased sales by developing and managing strategic marketing plans for commercial insurance products,
hardware products and trade journals for the self-storage industry .
-Conceptualized and generated copy for all advertisements, direct mail, collateral, trade show booth display s,
product promotions, Web pages and packaging.
-Managed company 's trade show involvement including the booth, collateral and give-away s.
-Increased national and local exposure maintaining ongoing relations with local, regional, and national print and
broadcast media contacts.
-Promoted community partnership programs to enhance visibility .
-Served as editor of a trade magazine and two newsletters, with responsibility for editorial content, scheduling,
advertisement placement, production, postal regulations and mailing list maintenance.
-Planned and coordinated special events and promotions.
-Composed speeches and letters for CEO.
-Produced scripts for on-hold telephone messages.
ACCOUNT MANAGER
The Jordan Group, Inc. -- January 1996 to May 1997
-Increased awareness, publicity and sales for a variety of clients by developing and managing public relations
and marketing strategic plans.
-Increased clients' national and local exposure by managing all media affairs including maintaining ongoing
relations with local, regional, and national print and broadcast editorial contacts.
-Planned and coordinated large-scale special events.
-Initiated and promoted community partnership programs to enhance the client's image.
-Produced newsletters, brochures, fly ers, posters and other promotional materials.
-Created and initiated crisis communications programs.
-Developed and maintained public relations and marketing budgets for clients.
-Created advertisements and purchased advertising space.
-Supervised account coordinator and intern.
COMMUNITY RELATIONS OFFICER
St. Mary 's Food Bank -- August 1993 to July 1995
-Developed public relations strategic plan.
-Produced monthly and quarterly newsletters distributed to existing and potential donors, media, community
member and the media as well as annual reports, videos, brochures, fly ers, posters and other promotional
materials.
-Researched, wrote and disseminated media releases and public service announcements and acted as spokesperson
for print and broadcast media.
-Initiated and promoted community partnership programs to enhance the Food Bank's image.
-Planned and coordinated special events and promotions.
-Maintained ongoing relations with local and regional print and broadcast media.
-Conducted tours through the Food Bank's facility for various special interest groups.
-Supervised community relations assistant.
COMMUNITY RELATIONS ASSISTANT
City of Tempe, Arizona, August 1992 to July 1993
AWARDS
-2010 SRP Person of Quarter
-2005 Choice Hotels Associate Corporate Excellence Award
-2001 American Express Corporate Travel Star Performer
-2000 American Express BTCS Achievement Award
-1996 Public Relations Society of America Copper Anvil Award, Multi-Cultural Relations
-1995 Public Relations Society of America Copper Anvil Award, Community Relations for a Non-Profit
Organization