Sales Manager

Syieda J. Penn, CFRE

Syieda J. Penn, CFRE

**** ******** ***** ******* # * Silver Spring, MD 20904 P: 202-***-**** *******@*****.***

Marketing and Communications Executive

Marketing and Communications professional with 13 years of internal and external marketing and communications expertise in leading, directing,

developing, managing and implementing creative, analytical and strategic marketing and communications campaigns and strategies for broad based

client programs, projects, campaigns and strategies providing value added approach to advocacy, corporate and public policy issues in the for profit,

nonprofit, government and sports & entertainment sectors.

Strong management, analytical communication and marketing skills capable of delivering creative developmental campaigns and strategy solutions within

budget and across multidisciplinary teams, such as administrative, internal teams, creative talent, vendor and contract personnel, multimedia divisions,

corporate and public policy stakeholders, key partners and media and press personnel.

Innovative and thought leadership style suited for traditional and complex issue management, policy and procedure implementation, and tactical

experience in improving marketing and communications systems, used to engage, mentor, train and motivate internal and external teams while

developing, leading, managing and implementing high quality technical, conceptual, original cohesive and coordinated developmental strategies and

campaigns with successful metrics.

Proven success in return on investment (ROI) results to include effective budgeting, meeting client needs and priorities, providing consumer product

engagement and interactivity, as well as delivering successful media placement results.

Skills

Marketing and Communications Strategy & Campaign Project Management

Development Public and Media Relations

Strategic Communications Best Practices Media Buying, Planning and Placement

Creative Team Leadership Budget Management

Product Positioning & Branding New Product Launch

Web & Print Content Development Vendor and Contract Management

Event Management New Business Development

Professional Experience

PASTICHE GROUP LLC – Silver Spring, MD

Boutique Creative Marketing and Communications Consulting Firm

Chief Marketing Officer, 11/2005 to Present

Develop, manage, direct and implement broad based corporate, advocacy and public policy internal and external communications campaigns, strategies

and projects from conception to completion.

Develop, manage and direct all aspects of campaign and strategy development to include partnership and sponsorship development, media and public

relations, event management, business, staff and vendor management and development and collateral content development, while managing and

maintaining clients/accounts project and campaign budgets.

Lead market product and or service launches across diverse industries. Conceptualized and managed the supply chain development of new products

through revenue channels, and developmental, yet integrated communication campaigns and strategies.

Develop, manage, direct and implement brand advertising campaigns (designing creative conceptualization of national, regional and local advertising

campaigns).

Develop and launch integrated, strategic and creative communications campaigns and strategies that featured clients in/on national broadcast and cable

television programming, radio interviews, magazines and newspaper publications.

Transition client online brand identities from antiquated online/website platforms to rich media and interactive programming spaces for clients.

Draft, edit and design a full range of collateral content for client to include, but not limited to talking points, press releases, speeches, positioning

statements, course guides, presentations, fact sheets, white papers, media kits, website content and training brochures to help client communicate across

multidisciplinary platforms.

Serve as main contact and press/media liaison for a group of accounts, while managing media and press contacts.

Draft, edit and disseminate press releases and media advisories, manage and arrange interviews, speaking engagements, analyze media plans, media buys

and place.

Perform ongoing consumer/market research, evolving technology and demographic profiling to forecast client growth opportunities.

Accomplishments:

Develop and launch integrated, strategic and creative marketing and communications campaigns and strategies that featured clients in/on national

broadcast programming such as CNN with Soledad O’Brien, BE T’s American Gangster Series, Essence Magazine, Black Enterprise Magazine, Fader

Magazine, FOX 5 News, Washington Post, Washington Post Express and Washington Business Journal – just to name a few.

Developed, managed and implemented a grassroots HIV/AIDS Testing campaign initiatives for Don’t?Guess?Test! HIV/AIDS Awareness Campaign

designed to increase awareness of National HIV/AIDS Testing Day campaign (June 27, 2009). Was retained to develop the grassroots efforts from May

1, 2009 – June 27, 2009 and was able to create (4) community partners, involve (1) Congressional Member, Congresswoman Norton in Don’t’ Guess Test

Press Conference announcing its campaign launch, feature (1) campaign community partner in the Annual Capitol Hill HIV/AIDS Testing Day Mobile

Unit Testing campaign with Congresswoman Norton, Congresswoman Lee and Congresswoman Christiansen, create, arrange and manage (2) events

with onsite mobile testing units. The campaign received over (7) local and national media placements, which led to calls and meetings with the CDC

Office of HIV/AIDS and The White House AIDS Office. The campaign begin and ended in less than 50 days from start to finish and as lead Consultant,

was able to accomplish the outlined tasks.

PREVENTIONWORKS! – Washington, DC

Harm reduction nonprofit dedicated to curbing the spread of HIV and other blood borne diseases among injecting and other drug users, their sexual

partners, and their children.

Board President Chair Volunteer, 11/2009 – Present

Serve as the Chief Volunteer of the organization.

Serve as a partner with the Executive Director in achieving the organization's mission.

Provide leadership to the Board of Directors, set policy and to whom the Executive Director is accountable.

Chair meetings of the Board after developing the agenda with the Executive Director. Encourage Board's role in strategic planning.

Appoint the chairpersons of committees, in consultation with other Board members.

Serve ex officio as a member of committees and attend their meetings when invited.

Discuss issues confronting the organization with the Executive Director.

Help guide and mediate Board actions with respect to organizational priorities and governance concerns.

Review with the Executive Director any issues of concern to the Board.

Monitor financial planning and financial reports.

Play a leading role in fundraising activities.

Formally evaluate the performance of the Executive Director and informally evaluate the effectiveness of the Board members.

Evaluate annually the performance of the organization in achieving its mission.

Perform other responsibilities assigned by the Board.

GANNETT COMPANY, INC – Springfield, VA

Army Times Publishing Company is a Gannett subsidiary. It publishes newsweeklies widely read by United States military people and their families, federal

employees and defense and aerospace industry leaders worldwide

Account Manager, 11/2004 to 12/2005

Developed and managed a client list representing over $600K in annual advertising revenues, selling advertising vignettes to ad agencies, and national

companies interested in targeting the federal government marketplace, through event marketing, sponsorships, and print advertising sales. Manage an integrated

approach to create balanced programs for clients to build their respective brands and businesses.

Accomplishments:

Expanded client base by 80% within the first year by consistently delivering goal surpassing marketing results and ensuring complete client satisfaction.

Closed new accounts, including the development of a breakfast seminar with an annual advertising campaign, selling to a client that increased annual

advertising revenues 200% in year over year advertising revenues (from 2004 spending $4K to 2005 spending $85K).

Awarded the top sales award during the first quarter of Employment (2004).

ARNOLD WORLDWIDE – McLean, VA

Creative Communications Agency

Account Manager, 11/2003 to 11/2004

Developed creative and effective copy and conceptual concepts for McDonald’s production of regional and locally based television, radio and

print product specific promotional commercials and advertising.

Developed creative copy and conceptual ideas regional and local product specific production of in store materials, specific to McDonald’s

corporate advertising campaign.

Developed and manage weekly and monthly competitive analysis reports to in house staff and management, as well as for McDonald’s

corporate and local owner operators that helped to identify how promotions and advertising increased revenue above or below promotional

monthly, quarterly and annual projections.

Managed with staff monthly meetings to strategically develop annual promotions, manage regional and local advertising, marketing and

communications campaigns and cross promote activities with over 400 owner operators, and appointed public relations agency.

Manage and develop relationships with over 400 owner operators (in Washington, Virginia, Baltimore and Eastern Shore) to increase

advertising development feedback, creative conceptualization and implementation to align with McDonald’s corporate advertising and

marketing campaigns.

Accomplishments:

Served as primary copywriter on product specific advertising and marketing campaigns for multimillion dollar account and successfully worked with

team on DC Metro Area’s first national test product launch of the Deli Flatbread sandwich.

Assumed a lead role in pitch team meetings due to strengths in presentation and negotiation skills, and helped close major promotions (Susan G. Komen

Race for the Cure, Ronald McDonald House activities and promotions and plans).

EUROPEAN AND PACIFIC STARS AND STRIPES – Washington, DC

US military's independent news source, featuring exclusive reports from Iraq, Afghanistan, Europe and the Far East

Account Manager, 5/2001 to 11/2003

Managed an advertising client list, representing over $500K in annual advertising revenues.

Responsible for selling print media/advertising to ad agencies, local, and national companies, organizations and firms interested in targeting overseas

military personnel and DoD personnel, for an overseas military publication.

Assigned territory included Education, Real Estate, Distilled Spirits, and Distance Learning industries throughout The United States and abroad.

Accomplishments:

Managed and developed a guerilla marketing campaign team of 4 staff members in Germany (Stuttgart, Kaiserslautern, Heidelberg, Frankfurt and

Bamberg), interviewing 18 34 year old service member to include face to face surveying and the development of focus groups

Worked on the groundbreaking development of an integrated mini alternative newsweekly magazine, developing the magazine’s name, content

development in conjunction with editorial team, advertising clients with the National and international advertising sales teams and worked to coordinate

the results of the guerilla marketing campaign to the Marketing Director, all under the guide of the Publisher.

VOTENET SOLUTIONS – Washington, DC

Provider of web based election and voting tools

Sales and Marketing Manager, 10/1999 to 12/2000

Managed and directed sales team (team of 4), sales team performance and the web based portal’s public relations, brand image, event management, marketing

best practices, while increasing annual sales revenues.

Accomplishments:

Managed and built relationships during the 2000 elections with an event designed to target 18 34 minority voters with The League of Women Voters and

MTV’s ROCK THE VOTE campaign, increasing relationships with partnering organizations The National Urban League and The National Association

of People of Color (NAACP).

Increased sales revenues representing over $100K during a three month GET OUT THE VOTE campaign, through sponsorships, sales team online

advertising and corporate and nonprofit partnership relationships.

RADIO ONE, INCORPORATED– Lanham, MD

One of the nation’s largest radio broadcasting companies primarily targeting African Americans

Account Manager, 11/1997 to 10/1999

Managed advertising client list representing over $3M in annual advertising revenues.

Developed creative and consultative business development activities for local and national clients, securing advertising buys, creating and developing

client and agency presentations, proposals, RFP’s, media kits, as well as developing sponsors for (4) radio station annual event marketing events.

Worked with staff (sales, radio station personalities, production and promotions) to create opportunities for client advertising, scheduling on site remotes,

celebrity concerts and various radio station promotions and developed key advertising and marketing strategies to drive business/sales traffic for (4) four

top Arbitron rating radio stations, in the Washington Metro market: WKYS, WYCB, WMMJ and WOL AM.

Technology

Software: MS Office (Word, Access, Excel, and PowerPoint), QuickBooks, Arbitron, Strata Media Software, Adobe Standard, Social

Networking savvy and Web 2.0 experience.

Other Experience

Relationships: Capitol Hill experience, Nonprofit partnering relationships, NFL Contacts (local and national), and various real estate

contacts and experience.

Education, Certificates and Affiliations

SOUTH CAROLINA STATE UNIVERSITY – Orangeburg, SC

Bachelor of Science, 5/1997

Major: Business Administration with a Concentration in Marketing l Minor: Communications

Certified Fund Raising Executive, 2009

PreventionWorks, nonprofit Board President

Secret Security Clearance

UNITED STATES AIR FORCE RESERVES – Charleston AFB and Andrews AFB

Honorable Discharge, 2003

~Portfolio, Professional References and Work Samples Available Upon Request~

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