Manager Sales

Kelly Ireland

**** **** **** ***** ( Lakewood, CO 80226

303-***-**** ( ***************@*******.***

MARKETING

Strategic, innovative and multi-award winning marketing professional

skilled in spearheading tactical vision, plans and direction to achieve

significant results. Proven capacity for overseeing multi-million dollar

budgets, reinvigorating advertising programs and training and leading high

performance teams to reach and surpass projected goals. Recipient of 6

annual Advertising, Public Relations and Direct Mail awards. Member, Public

Relations Society of America (PRSA).

Strategic Analysis & Planning ( Branding ( Project Management ( Public

Relations

Client Relations ( Vendor Relations ( Negotiations ( Business

Development

Team Leadership / Motivation ( Training / Development ( Presentations (

Event Planning

Web Management( Policy Development ( Budgets ( Expense Control ( Profit &

Loss

FITZGERALDS CASINO, Black Hawk, CO ( 10/2006 - 11/2010

Medium size casino in highly competitive market.

Vice President of Marketing

Supervised and strategically led collaborative team of 17; administered

multi-million dollar budget; wrote and co-produced radio spots for annual

savings of $30K; co-developed scripts, hired production company and

produced TV commercials, led direct mail campaigns, created first PURL web

page and captured critical information for text offers; performed monthly

forecasting and profit & loss reconciliation, to achieve significant

results.

Achievements:

. Researched and revitalized outdated direct mail marketing program

resulting in 52% increase in active mail database over 3 years.

. Replaced one dimensional card loyalty program with newly branded 3 tier

card program; increased top-tier membership 20% over 2 years.

. Initiated play based incentives attached to direct mail coupons;

decreased redemption expense by $78K annually and increased loyalty play

numbers.

OUR LUCAYA - ISLE OF CAPRI, Freeport, Bahamas ( 1/2005 - 5/2006

Caribbean resort casino.

Marketing Manager

Created and executed far-reaching advertising, direct mail and promotions

plan, supervised Promotions Manager, overseeing promotions and high limit

tournaments; analyzed monthly direct mail pieces and executed course

corrections; accurately reported department accruals and cost variance

explanations.

Achievements:

. To offset limited budget, creatively negotiated highly beneficial

vacation trade with 3 local radio stations in Ft. Lauderdale area in

return for $10K in monthly radio advertising plus web banner placement;

significantly increased reach and reinforced print advertising.

. Coordinated all aspects of 2 day, $100K high end tournament for 140 VIP

finalists flown in from across the country, coordinated exclusive welcome

dinner and awards banquet, entertainment and gifts; introduced top

players to vacation property and significantly increased coin-in and

revenue numbers.

. Achieved $4M in revenue within single year.

KELLY IRELAND

( Page 2(

***************@*******.***

ISLE OF CAPRI, Black Hawk, CO ( 1/2002 - 1/2005

Industry-leading gaming operator.

Public Relations / Advertising Manager

Developed annual advertising plan, overseeing $1.7M budget; directed,

coordinated and reviewed all collateral, print and radio buys resulting in

increased brand awareness and event attendance. Established the Isle as

media's first choice to contact for local casino stories. Created

relationships with radio stations leading to successful on-site joint

promotions, co-chaired employee awareness and motivation committee.

Achievements:

. Recipient of 6 company-wide annual achievement awards: Best Public

Relations Media Event 2004, Best Press Release 2004, Best Advertising

Printed Material 2004, Innovation Award 2003, Best Combined Media and

Promotions Event 2003, Best Radio Spot 2002.

. One of twelve handpicked for 1 year Marketing Director training program;

nominated from fifteen properties nationwide via high evaluations and

corporate selection committee.

. In 1st year, coordinated WB2 morning TV feature with Dan Daru, local TV

personality, resulting in 23 minutes of TV coverage; feature showcased

entire property including casino, hotel rooms, live entertainment and

restaurants.

. Pitched stories, composed and distributed press releases worth $190K in

column inches and TV coverage, in single year.

ISLE OF CAPRI, Black Hawk, CO ( 10/2000 - 1/2002

Industry-leading gaming operator.

Public Relations Coordinator

Coordinated participation in multiple brand building community events.

Published press releases and stories in 3 major trade publications.

Created strategic relationships with 7 local media personalities.

Established, compiled and coordinated monthly employee newsletter.

UPS, Commerce City, CO 9/1999 - 10/2000

Leading global provider of specialized transportation and logistics

service.

Public Relations / Advertising Manager

Initiated resourceful sales support program for Account Executives

including Club Seat tickets to sports events, Pepsi Center tours,

autographed items and Club level dinner reservations;

Significantly increased corporate advertising with area sports venues;

capitalized on UPS' unique role as the official delivery company of the NFL

to secure advertising with the Broncos, coordinated large golf tournaments

and sales meetings and represented UPS at trade shows.

Achievements:

. Coordinated 1st e-Commerce Seminar held at the Pepsi Center on the Club

level, acquired $1.2M in new accounts; event selected for feature in

Denver Post.

. Planned and executed highly successful UPS Golf Tournament at The Pines

Golf Course attended by CFO's, CEO's and owners of 54 best client

companies.

EDUCATION

Bachelor of Arts, Communication; Public Relations emphasis

1999, San Diego State University, San Diego, CA

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