Marketing Sales

MELANIE FITZGERALD

** ********, ******, ** ***** * mobile 714-***-**** * *********@*****.***

experience

Marketing/Public Relations - Consultant

Irvine, CA

Consultant June

**** ** *******er 2010

. Led, planned and executed the Public Relations strategy for Chiquita

Brands Chiquita Sticker Design Contest which strongly exceeded the

national media impressions goal by +200% and the national Contest entries

goal by +100%

. Wrote and distributed the press release for Chiquita Brands Chiquita

Sticker Design Contest which was recognized on PR News as a PR success

story http://www.pamil-visions.net/chiquita-banana-press-release/217662/

. Implemented the Public Relations strategy for the national Dreyer's/Edy's

Fruit Bars Communities Take Root program, resulting in +10,000 media

impressions in the first month of campaign

. Acted as traveling spokesperson for the national Dreyer's/Edy's Fruit

Bars Communities Take Root program, reinforcing Dreyer's/Edy's brand

image while managing on-site media and opening ceremonies

McDonald's USA - Pacific Sierra Region

Walnut Creek, CA

Communications/Public Relations Manager

June 2008 to June 2010

. Developed and executed a strategic internal communications plan and

communication vehicles to align Owner Operators, staff and suppliers with

National and Regional initiatives

. Developed, wrote and distributed Regional Leadership internal

communications

. Led the integrated Public Relations strategy for 500 restaurants in the

Pacific Sierra Region, resulting in four National Public Relations

National Matching Funds Awards

. Regional Media crisis/issues management lead; reinforcing McDonald's

brand image while strengthening media relations and deflecting

potentially negative situations

McDonald's USA - Philadelphia Region

Plymouth Meeting, PA

Marketing Supervisor

March 2005 to June 2008

. Developed aligned and integrated marketing plans that included best

thinking of agencies, Operators and regional marketing; resulting in 2007

sales comps of 9.3% in the Watertown co-op and 5.4% in the NEPA co-op

. Implemented a local breakfast value strategy, that strongly exceeded

National's sales comp and gross margin by +5%

. Led the integrated Public Relations strategy for 300 restaurants in the

Phil-Ad-Mac co-op, resulting in 34 million media impressions in 2007 and

two National Public Relations Matching Funds Awards

. Regional Media crisis/issues management lead; reinforcing McDonald's

brand image while strengthening media relations and deflecting

potentially negative situations

Greater Philadelphia Tourism Marketing Corporation

Philadelphia, PA

Interim Hotel Program Director

October 2004 - March 2005

1. Implemented and managed hotel package initiatives for Philadelphia and

the surrounding four-county region

International Experience

Southeast Asia & South Pacific

Thrill Seeker

March 2004 - September 2004

2. Traveled extensively through seven countries on a limited budget; to

gain a first-hand cross-cultural understanding

Taco Bell Corporate

Irvine, CA

Brand Communications Analyst

June 2002 - March 2004

3. Served as primary contact for external agency and internal Marketing

Department; providing strategic and creative input in the development of

merchandising, radio and Hispanic advertising for core product initiatives

4. Managed creative development of TV, radio spots, including casting and

studio production for core product initiatives

5. Managed above duties in addition to maintaining responsibilities of

Merchandising Coordinator listed below

Irvine,

CA

Merchandising Coordinator

October 2000 - May 2002

6. Led merchandising strategy and creative development for more than 25

National and Test Promotions

7. Managed Account and Creative agency staff of fifteen with an annual

Store Marketing Budget of $15 Million

Greater Philadelphia Tourism Marketing Corporation

Philadelphia, PA

Marketing Coordinator

July 1999 - September 2000

8. Assisted in the creative development of advertising campaigns and

website promotions (www.gophila.com)

Mayo Seitz Media

Blue Bell, PA

Assistant Media Planner/Buyer

May 1998 - July 1999

9. Assisted in planning and negotiation of print and radio buys for five

major clients

Education

Temple University, School of Communications and Theater, Philadelphia, PA

May 1998

Bachelor of Arts: Communications; Minor: Journalism/Public

Relations/Advertising

ACHIEVEMENTS/ACTIVITIES

. Board Member Ronald McDonald House Charities of the Bay Area

. Co-Chair Women's Leadership Committee, McDonald's USA, LLC, Pacific

Sierra Region

. 3 x McDonald's Best Bet Winner; Employment Image Public Relations Plan

. 2 x McDonald's Best Bet Winner; Social Responsibility Public Relations

Plan

. 1 x McDonald's Best Bet Winner; Balanced Active Lifestyles Public

Relations Plan

. PADI Certified Diver

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