Sales Marketing

EMILY C. ROPER

**** ****** **** ***** [pic] Richmond, VA [pic] 804-***-****

[pic]*****.*.*****@*****.***

SUMMARY OF QUALIFICATIONS

Marketing manager skilled in building multimedia campaigns that drive

sales. Proven track record of securing positive media coverage in national

and state outlets. Expert in maximizing ROI of budgets ranging from $50K to

$800K.

[pic]

EDUCATION

MBA, Marketing

2008-2010

Robert H. Smith School of Business, University of Maryland

. VP, Marketing and Communications, MBA Association, Graduate Marketing

Association member

. Courses include: Brand Management, Consumer Behavior, Price and

Revenue Management

BA, Political Science

1999-2003

University of Virginia

[pic]

EXPERIENCE

Good Cards Product Marketing Consultant

Present

Network for Good, Bethesda, Maryland

. Developed B2B and B2C sales and marketing plan designed to create

$1.5M in sales for the 2010 holiday season, a 43% increase in revenue

over the 2009 season.

Marketing and Sales Strategy

o Analyzed sales data for purchasing patterns, customer

demographics and price point comparisons.

o Audited e-mail and ecommerce channels to ensure strategies

reached consumers in the segment.

o Analyzed ROI of 2008-2009 strategies and sales to determine 2010

strategies and budget allocations.

Earned Media Planning

o Analyzed consumer behavior data to determine national and

regional earned and unearned media targets.

o Tailored e-mail messaging and pitches to target publications and

target customer regions.

o Managed outreach to national publications, including Good

Housekeeping, Parade Magazine and Glamour.

o Created a viral video to market the cards in the social media

space.

Marketing Consultant 2008-

2010

Marketing Management

UMD Market Research Lab, College Park, Maryland

. Devised a marketing campaign to increase the number of participants in

online research studies. The campaign brought in 400 new participants

to the research database, a 50% increase.

. Directed computer-based consumer studies on brand and packaging

recall. Studies were conducted with 20 participants per session with a

total of 1,000 participants over a two month period.

Public Relations Development

Hook & Ladder Brewing Company, Silver Spring, Maryland

. Built the public relations function of a growing start-up brewing

company that distributes in 27 states. New program resulted in

features in trade publications aimed at the product's target marketing

of males, 18-34.

Brand and Cause Marketing MBA Intern June

2009-August 2009

Public Broadcasting System (PBS), Crystal City, Virginia

Project: Brand Management

. Redesigned the PBS-Kids product portfolio to capture market share

among children ages 2-11. Redesign will result in a 30% increase in

viewership, especially among children ages 2-4. Designed strategy

based on:

o Audience Segmentation: Analyzed Nielsen data and internal

consumer research to identify consumer needs and determine the

appropriate measures to use in segmenting for each channel.

o Targeted Customer Base: Analyzed consumer insights to target the

most profitable segment to each channel.

o Channel Positioning: Redesigned the programming to reflect the

specific needs of each viewer segment.

Project: Cause Marketing Campaigns

. Developed corporate pitches for PBS cause-marketing campaigns, which

were designed to create over $500K in sponsorships. The pitches were

based on how PBS audience data aligned with specific brands and their

consumers.

Account Manager 2007-2008

Widmeyer Communications, Washington, D.C.

Client Management

. Led the day-to-day relationships and budgets for clients worth $800K

in revenue for the firm.

Project: Advertising and Promotions Campaign

. Led the creation of public relations strategies to enable publishers

to profitably manage the shift from traditional to digital media,

including the promotion of e-books among college students. Resulted in

a 17% increase in e-book sales.

. Identified the most price sensitive segments among the 20M college

students in the U.S. Targeted the most price sensitive populations

(community college students-11.9M) to the appropriate product

offering.

Project: Business Development

. Developed proposals for new business opportunities, generating two

clients that increased group revenue by 100%.

. Identified new revenue streams and potential clients that would result

in more than $500K in new revenue for the firm.

Team Leadership

. Led a team of four account executives to successfully execute client

campaigns.

. Managed cross-functional teams with representation from departments

including graphic design, market research and business development.

Deputy Press Secretary 2006-

2007

U.S. Senator Norm Coleman, Washington, D.C.

. Built a messaging campaign aimed at middle income Minnesota families,

resulting in 53% approval rates.

. Conducted proactive media relations outreach to national and state

publications. Placements included the Associated Press, Star Tribune

and St. Paul Pioneer Press.

. Edited video and sound clips for release to media outlets and the

Senator's website.

. Led the production of the Senator's weekly press conference, which

enabled the press team to control the weekly message coming out of

Washington, D.C.

. Wrote talking points, monthly newsletters, opinion pieces, statements

and press releases.

Assistant Director of Communications

2004-2006

American Tort Reform Association, Washington, D.C.

. Wrote press materials and fielded media calls for a campaign that

lowered tort costs by 5% in 2005.

. Represented organization in meetings with General Counsels from

Fortune 500 companies, Congressional members, and tort reform thought

leaders.

Contact this candidate