Marketing Sales

Desired Positions Marketing Director, Marketing Research, Brand Manager,

Public Relations, Social Media Manager, Online Marketing Manager or Search

Engine Marketer

Core Strengths Branding . Strategic Partnerships . Email Marketing . Event

Planning . Social Media . Media Relations . Web Development and Search

Engine Optimization . Business Analysis for Cost Savings and Revenue Growth

. Product Launch Strategies . Market Analysis . Market Research (Data

mining and Primary Research)

Integrated Marketing Experience

Product Launches: Launched Monster.com with strategic advertising and

public relations campaign resulting in a 75% adoption rate by human

resources executives the first year. (TMP Worldwide) Recommended and

launched a wedding publication to provide additional advertising revenue

that was profitable from the very first issue. (San Diego Magazine)

Event Marketing: 6+ years planning, budgeting and executing experiential

events to activate engagement between consumers and corporate sponsors.

(CurtCo Media, Millennium Events)

P & L Experience: Effectively managed $3 million Custom Publishing division

comprised of approximately 50 publications annually. (CurtCo Media)

Creative Development: 10+ years designing logo identity, sales and

promotional collateral, branding and adverting. Includes writing copy,

selecting models, directing photo shoots and working with internal creative

teams as well as agency partners.

Turnaround Experience: Projected $780k loss to $500k profit within sixth

months of taking over division. (San Diego Magazine)

Entreprenuerial Experience: Acquisition of sandiegoDTOWN.com by

sandiego.com.

Sponsorship Sales: Juiced sponsorship sales by 20% with packages

integrating print, direct mail, Web, e-mail and events, plus PR option for

earned television exposure - campaigns delivered value-to-cost ratio as

high as 5 to 1; sold $50,000 sponsorship to local radio station (largest

company sponsorship to date).

Management Experience: 10+ years, cross functional teams, change

management, process improvements, 25 to 30 employees at one time, managed

volunteers, full-time employees and independent contractors. Worked with C-

Level management teams.

Research: 10+ years researching industry, sales potential, competitive set

and developing SWOT analysis. (McKinsey & Company, Northrop Grumman)

Email Marketing: Launched seven monthly e-newsletters to communicate with

targeted audiences and increase commitment while providing sales

opportunities to account executives. (San Diego Magazine and Guru

Marketing)

Social Media: Grow online communities through Twitter and Facebook. Create

online strategy, manage content and write blogs. (Guru Marketing)

Online Marketing: Doubled Web traffic through assiduous SEO. Develop

Joomla!-based Web sites. (Guru Marketing)

Public Relations: Extensive media relationships in Southern California

region. Total PR exposure tripled impressions. Developed method to track

exposure in comparison to competitors. (San Diego Magazine, Northrop

Grumman)

Sales Management: 5+ years leading teams to exceed personal and corporate

goals. (San Diego Magazine, Guru Marketing)

Software Word, Excel, PowerPoint, InDesign, Quark, SEO Techniques, Joomla!

Associations American Marketing Association and Public Relations Society of

America

Heather J. Back

Member

American Marketing Association

Public Relations Society of America

Summary

Senior marketing strategist specializing in integrated marketing

communications. Enjoys more than 13 years of experience developing

branding, advertising and PR campaigns internally and with agency partners;

adept at getting inside consumers' heads and identifying emotional

connections that make a brand more than a product and drive consumers to

action. Meticulous market researcher. Tenacious tracker of ROI. San Diego

gal about town with deep network of connections. Enthusiastic advocate of

innovative techniques, alternative thinking.

Unique Marketing Perspective Keen sense for branding and marketing. All

programs are developed with ROI, engagement, cost effectiveness and

analysis that focuses on driving revenue and profit for an organization.

Her drive for strategic planning stems from her experience at McKinsey &

Co. She has a passion for launching new products and building brands, and

believes that all marketing strategy should be based on consumer insight

and market sensing in order to develop products that fulfill a consumer

need.

Education

M.B.A. in Marketing, 2004, San Diego State University

B.A. in Communications, 1996, E.W. Scripps School of Journalism

abnco1@r.postjobfree.com

cell: 619-***-****

www.linkedin.com/in/heatherback

750 Beech Street, # 103

San Diego, CA 92101

Contact this candidate