Marketing Sales

Kelly J. Gonzales

. . . *** Yates Drive, Santa Rosa, CA 95405 . . . 541-***-****

. . . abhyk1@r.postjobfree.com . . . www.linkedin.com/in/kellygonzales

Summary

Marketing Professional with a broad skill set in all aspects of

marketing and marketing communications strategy and development

including advertising, publications, public relations, media

relations, brand management, web marketing, graphic communications,

special events/promotions and project management. Able to both

approach work strategically and execute assignments at a tactical

level.

Core Competencies

. Promoting and monitoring

brand identity

. Strategizing and implementing comprehensive Marketing & PR plans

. Overseeing development, production and placement of creative

. Building and growing strong client, vendor and media relations

. Serving as organizational spokesperson

. Delivering impactful,

persuasive presentations

. Developing/editing newsletters, publications and collateral

. Graphic design

. Establishing and managing social media

. Creating client messaging

. Managing website content

. Exceptional writing/editing/verbal communication skills

. Thriving in a fast-paced environment

. Adobe InDesign, Photoshop, Illustrator, Microsoft Office

Professional Experience

Wells Fargo Center for the Arts, Santa Rosa, CA

Director of Marketing and Communications, 8/08 to 9/10

Responsible for stewardship and management of the Luther Burbank Memorial

Foundation's (dba Wells Fargo Center for the Arts) brand and a $400,000

marketing budget. Developed, managed and executed marketing and PR

strategies and creative production. Worked collaboratively with board and

senior leadership clients to support/achieve the organization's earned

and contributed income goals via strategic planning that included

traditional marketing and PR, social media and online initiatives.

Researched and developed story ideas for external press, in collaboration

with both marketing and management teams. Managed marketing team of four

as well as outside vendors serving a diverse, internal and external

client base-patrons of varying ages and backgrounds and Programming,

Education, Development and Business and Community Rentals departments and

box office.

. Developed and implemented a strategic plan to enhance and expand

the center's brand identity via a branding infrastructure:

positioning statement, style guide, brand voice (look, tone, feel),

core messages and marketing plans (messaging matrix, creative

strategy, massaging map).

. Led execution to the plan that increased attendance for pre- and

post-show events by 111% from 600 in 2007-2008 to 1,268 in 2008-

2009, and increased ticket sales by 47%.

. Increased Business Partnerships revenue 8% and Community Rentals

9.6% from 2007-2008 to 2008-2009. Was instrumental in securing

$80,000 in sponsorship revenue.

. Established a monthly e-newsletter to promote upcoming events.

. Served 11% more patrons in 2008-2009 with the Family Fun Series

than in 2007-2008; 12,661 patrons compared to 11,329.

. Created a successful new annual event, Fiesta de Indenpendencia,

that attracted an estimated 4,000 people from a traditionally

underserved community.

. Marketed 50+ shows and 25+Education Through the Arts programs via

inbound and outbound marketing techniques.

Britt Festivals, Medford, OR

Director of Marketing and Public Relations, 9/00 to 8/08

Strategized, developed, implemented and evaluated annual communication

and marketing plans; served multi-departmental internal client base

targeting diverse audiences. Reviewed, analyzed and evaluated media

output, creative and data analytics relative to each client's needs and

objectives. Wrote press releases and pitched stories to external press.

Responded to (or coordinated responses to) all incoming media inquires

on behalf of the organization. Created and managed marketing collateral,

announcements, editorial placement and community relations including

scheduling and facilitating photo shoots and interviews. Maintained a

database of media contacts. Coordinated all advertising placements and

promotions. Managed vendor relationships for b-roll and photography,

printing and web services. Directed and monitored Britt's online

presence and social networking initiatives. Developed workable budgets,

work plans and timetables. Supported annual planning process, special

events, and PR activities. Served as public spokesperson. Led day-to-day

project management. Managed $430,000 marketing budget and staff of

three.

. Orchestrated the most enthusiastically attended press conference in

Britt's history. Grew an annual event where a few media reps

trickled in throughout the day to a full-scale event attended by

over 100 including representatives from all key media outlets.

. Drove the rebuilding of Britt's website including new social media

solutions, a robust shopping cart system, cross-selling

capabilities, email marketing and enhanced advertising

opportunities.

. Increased media donations/trade/sponsorships from $23,000 to

$341,440.

. Increased web ticket and membership sales from 5.7% to 25.9%,

growth of over $334,500.

Southwestern Oregon Community College, Coos Bay, OR

PR and Marketing Specialist, 8/97 to 9/00

Developed and implemented a comprehensive strategic marketing plan for a

diverse internal client base with varying audiences. Defined and executed

consistent marketing initiatives to build a strong, positive brand with

vast constituencies. Managed advertising buys and placement. Worked

collaboratively with Director of College Advancement to manage PR and

media relations including writing press releases, pitching story ideas,

scheduling and facilitating photo shoots and interviews. Maintained a

database of media contacts. Conceptualized, produced and managed the

production of award-winning marketing collateral. Developed workable

budgets, work plans and realistic timetables. Led internal day-to-day

project management and supervised support staff.

. Revamped marketing collateral to raise the level of excellence

reflective of best industry practices.

. Enrollment increased by 18% during tenure with another 9% projected

for 2000-2001.

. Built media relations to having full cooperation/coverage of local

and regional print, radio and TV media in 30 minutes in an urgent

situation bringing optimal results for the college.

Eugene Weekly, Eugene, OR

Account Executive, 10/96 to 7/97

Managed and coordinated print advertising plans for a diverse client

base. Planned, developed and implemented advertising campaigns. Designed

ads and wrote copy. Reviewed, analyzed and evaluated media output,

creative output and data analytics per clients' needs and objectives.

. Started new sales position with zero established accounts and built

it into the top producing territory.

Grants Pass Daily Courier, Grants Pass, OR

Graphic Artist/Ad Design, 3/95 to 7/96

Designed and wrote copy for retail display ads in a fast-paced

environment; presented creative to clients; directed photo shoots and

prepared files for electronic prepress. Worked on diverse client accounts

including automotive, retail and restaurants. Collaborated with the

Account Supervisor to prepare interactive recommendations, strategies and

actions for clients.

. Rewarded with increased responsibility for the highest profile,

most creatively challenging projects-Lithia Motors (dealership),

Les Schwab Tire Center, Southern Oregon Nursery Cooperative and

others.

Education

B.A. in Journalism, minor in Environmental Studies; San Jose State

University, San Jose, CA

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