EMILY C. ROPER

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

[pic]abmh28@r.postjobfree.com

SUMMARY OF QUALIFICATIONS

Communications 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.

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EDUCATION

MBA, Marketing

2008-2010

Robert H. Smith School of Business, University of Maryland

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

Association member

BA, Political Science

1999-2003

University of Virginia

. Managing Editor, Cavalier Daily

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EXPERIENCE

Product Marketing Consultant

Present

Good Cards , Bethesda, Maryland

. Developed B2B and B2C public relations and marketing plan designed to

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

revenue over the 2009 season.

o Analyzed qualitative and quantitative consumer behavior data to

determine national and regional earned and unearned media

targets.

o Tailored messaging and pitches to target publications and

regions. Managed outreach to national publications.

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

strategies and budget allocations.

o Leveraged earned media opportunities gained as part of the

launch of Kevin Bacon's branded Good Card, which was funded by

the Pepsi Refresh Project.

Communications Consultant

2008-2010

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 Management

Public Broadcasting System (PBS), Crystal City, Virginia

. 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.

Account Manager

2007-2008

Widmeyer Communications, Washington, D.C.

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.

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.

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.

. Secured positive news coverage in the Associated Press, Star Tribune

and St. Paul Pioneer Press.

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.

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