Marketing Management

C RYSTAL D. WOODS

Mobile: 404-***-**** *************@***.*** Home: 770-***-****

INTEGRATED MARKETING AND COMMUNICATIONS EXPERIENCE

Skilled marketing professional with over 10 years experience in designing integrated marketing and

communications methodologies to develop strategy and introduce to and sustain in the market programs,

products, and sponsorship/promotions.

Designed and developed new program and products

Program

Worked with cross functional team in designing

Management

requirements and timelines

Budget management

Strategically created websites housing training

Worked with research firm to conduct:

materials for access by thousands of external clients

a. Focus Groups

Created and maintained partnerships to ensure brand

b. Customer Satisfaction Surveys

growth and the opportunity to co-brand marketing

c. Branding Surveys

programs and initiatives

d. Consumer Behavior Studies

Responsible for program/product enhancements and

e. Street Teams (Events)

performance

Use results to determine customer targets, trends,

Worked with and managed multiple vendors (web

partnership possibilities, consumer promotions,

developers, graphic designers, ad agency, legal, etc.)

and retention strategies.

Marketing Branding/

Integration of

Research Advertising

Elements

Worked with multiple advertising agencies to

execute company branding and advertising

Developed and produced the following customer

campaign

communication mediums:

Worked with traditional media forms –

a. Direct Mail

television, radio, billboards, print and online

b. Eblast

Worked with non tradition media forms,

c. Promotions

specifically event venues - LED Boards,

d. Brochures

Jumbotrons, signage, prize wheels, etc.

e. Bill Inserts

f. Web sites

g. Posters

h. Slick Sheets

Communications

i. Ads (online and print)

Conducted training sessions and meeting at office

venues for grass roots marketing programs

Designed and implemented tradeshow and event

strategy and messaging.

a. Tradeshow booth signage

b. Mascot appearances

c. Booth design (equipment, flow, etc)

d. Giveaway items

4375 Shamrock Drive • Atlanta, Georgia 30349 • Phone: 770-***-**** • Mobile: 404-***-**** • *************@***.***

C RYSTAL D. WOODS

Mobile: 404-***-**** *************@***.*** Home: 770-***-****

E X P ER I EN C E

2005 – Present SouthStar Energy Services LLC

Senior Marketing Specialist (2011 - Present)

Marketing Programs Specialist (2008 - 2010)

Marketing Projects Coordinator (2005 – 2008)

Responsible for developing and successfully implementing strategic marketing and communication initiatives

for SouthStar Energy Services, LLC that promote the SouthStar brand and portfolio of products, services,

and programs. Additionally responsible for creating long-range and short-range strategic plans to ensure

growth of all affiliate marketing programs and partnerships. Other responsibilities: managing an employee

and multiple vendors, event management, campaign management, program and product launches,

advertising, writing internal and external communications, collateral development (direct mail, brochures,

newsletters, posters, etc), e-marketing and website design, developing business processes and policies, call

center operations (training, talking points, call quality, issue resolution), program training manuals, contract

implementation, compliance and budget management for the following markets: Georgia Natural Gas,

Florida Natural Gas, New York Natural Gas, Ohio Natural Gas, and Maryland Energy.

Launched a ground breaking partnership with Honda to promote an alternative fuel – natural

gas – vehicle to the Atlanta market via television ads, press releases, interactive website, and

special events. Successfully created and managed an online contest where one lucky winner

won the Honda natural gas car and a home fueling station. This is the first partnership of its

kind in Georgia (onlygng.com/Honda).

Launched a new statewide grassroots program, TrueBlue Schools, geared to help Georgia Natural

Gas customers earn money to purchase much needed supplies and equipment for their schools.

The secondary goal of this program is to support the state of Georgia’s goal of reducing the

childhood obesity rate. Donations to Georgia schools to date have surpassed $775,000.

Developed and implemented an e-marketing strategy that increased new company partnerships by

50%. This e-marketing strategy led to the creation of the organization’s first online partner page

which currently allows over half a million customers the ability to redeem partner offers online.

Developed a state wide real estate program that generated an 80% increase in agent participation

in less than 10 months by developing an interactive web site for agents to access tools and

resources. This program targets more than 250 real estate offices and 25,000 agents.

Further enhanced the grass roots programs by using current technology applications – Quick

Response (QR) Codes and a mobile website - to help customers who are technologically savvy

learn about and sign up with Georgia Natural Gas via their smart phones and devices.

Manage annual planning, monthly reporting, and forecasting for a $10 million budget.

Manage the Affiliate Marketing Program where SouthStar’s residential and small commercial

products are sold on participating vendor websites and in call centers. This program accounts for

25% of the company’s customer acquisitions and has the lowest percentage of customer

complaints across all acquisition channels.

Work with our advertising agencies, designers and pr firms to create and implement the company’s

branding and media plan. As well as track advertising expenditures including print, radio,

television, online, and outdoor placements.

Manage and implement all partnership and sponsorship elements inclusive of but not limited to

contracts, script development, signage, media (online, print, radio, TV, and outdoor), contest, and

fulfillment (i.e. Publix Marathon, Rock and Roll Hall of Fame, Atlanta Hawks, Atlanta Falcons,

Classic Chastain, Six Flags Over Georgia, Live Nation, Taste of Cleveland and many more).

4375 Shamrock Drive • Atlanta, Georgia 30349 • Phone: 770-***-**** • Mobile: 404-***-**** • *************@***.***

C RYSTAL D. WOODS

Mobile: 404-***-**** *************@***.*** Home: 770-***-****

1999 - 2005 National Basketball Association (NBA) – Atlanta Hawks Professional Basketball Team

Associate Producer of Game Entertainment and Marketing

Managed all aspects of the fan and in-game experience by implementing all marketing and promotional

programming. Duties included script writing, staff management, promotions management, sponsor

relations, and issue resolution.

Selected to implement the game operations/promotions plan for the 2003 NBA All-Star Game

Produced and executed ‘on’ and ‘off court’ elements of game night entertainment -- over 160

professional games, 640 sponsor promotions, and 100 live performances

Managed a game night staff of seven to ten employees

Assisted in the development and execution of promotional opportunities with corporate sponsors

(i.e. Chick-fil-A, Philips Electronics, Home Depot, UPS, and all radio and television stations in the

Atlanta market).

Responsible for handling and resolving all programming, client/sponsor, and fan issues.

Intern: PGA Tour

FORD SENIOR PLAYERS (FSP) Championship Operations

Assisted in the implementation of operational, on-course and off-course, aspects of this major

championship on the Senior PGA Tour (i.e. Credentialing, Signage, Security Sweeps, and

Conducting Security Meetings)

Ensured tournament operations did not exceed the $3 million operating budget.

Implemented and monitored building and national security codes for nationally televised sporting

event.

Supervised over 100 volunteers.

Provided liaison services to over 20 vendors in the areas of data communication, construction,

utility services, medical, television, and radio.

Developed new strategic plans for future FSP Championship tournaments to increase vendor

visibility, space, and ideas to generate sponsor revenue.

T ECHNICAL SKILLS

Proficient in: Microsoft Word, Excel, PowerPoint, Visio, Project, Publisher, Lotus 123 and Lotus Notes

Intermediate in: Banner, PeopleSoft Financials, Adobe PageMaker

E DUCATION AND A FFIL I ATIONS

Bachelor of Arts, Economics – Spelman College

Master of Business Administration, Marketing – Clark Atlanta University

Beta Gamma Sigma International Business Honor Society

Delta Sigma Theta Sorority, Inc.

The National Black MBA Association

The Direct Marketing Association

Marketing and Communications Portfolio Available By Request

4375 Shamrock Drive • Atlanta, Georgia 30349 • Phone: 770-***-**** • Mobile: 404-***-**** • *************@***.***

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