Marketing Sales

H eather Back DIRECTOR OF BUSINESS DEVELOPMENT AN D M ARKETING, 2005 2009

San Diego Magazine, San Diego, California

abni3o@r.postjobfree.com

619-***-**** recessionary economic impact on niche advertising, taking division from projected $780k

750 Beech Street, Suite 103 loss to $500k profit. Spearheaded change-management drive, incentivizing contributions to

bottom-line results with awards/prizes, thus boosting staff performance and commitment to

San Diego, CA 92101

success. Acquired two publications operating at 30% profit for Temecula Valley Convention

and Visitors Bureau. Conceived and oversaw launch of wedding magazine, having established

resilience to economic conditions through scrupulous competitive analysis – publication was

profitable from first issue. Personally examined all P&L statements to more accurately assess

costs and determine areas of savings, then discontinued underperforming products.

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shoot of Match.com) targeted to young professionals interested in long-term relationships;

supported by print/radio campaign, event fostered client’s most successful kickoff in any

market while repositioning San Diego Magazine for younger, more active audience – icing

SUMMARY on the cake: ticket sales earned $15k profit for magazine.

Senior marketing strategist

mail, Web, e-mail and events, plus PR option for earned television exposure – campaigns

specializing in integrated marketing

delivered value-to-cost ratio as high as 5 to 1; sold $50,000 sponsorship to local radio

communications. Enjoys more than

station, exceeded company’s largest sponsorship by $40,000.

12 years of experience developing

branding, advertising and PR

program, securing more focused coverage; keeping PR close also saved considerable funds.

campaigns internally and with

agency partners; adept at getting

DIRECTOR OF M ARKETING/ P ROMOTER OF U R B AN F UN CONSULTANT, 2009 P RESENT

inside consumers’ heads and

sandiegoDTOWN.com, San Diego, California

identifying emotional connections

that make a brand more than a

product. Meticulous market

information/news about dining, entertainment and events in downtown San Diego;

researcher. Tenacious tracker of ROI.

devised advertising packages that established profitability in fewer than three months.

San Diego gal about town with deep

network of connections. Enthusiastic

advocate of innovative techniques,

impressions – including all permutations of interactive e-marketing and social media –

alternative thinking. Interested in

while reducing reliance on traditional broadcast advertising.

health and wellness; exploring local

nonprofit community.

E D U C AT I O N

M ARKET R ESEARCH AN D P ROMOTIONS A SSOCIATE G RA D UATE STU D ENT, 2002

M.B.A. in marketing, 2004

Centre for Integrated Marketing Communications (IMC)

San Diego State University

San Diego State University College of Business Administration

San Diego, California

San Diego, California

B.A. in communications, 1996

E.W. Scripps School of Journalism

marketing communications via scholarly research and practical application.

Ohio University, Athens, Ohio

S O F T WA R E sponsor IMC, including WD-40, Qualcomm, Roadrunner, Padres, Chargers, Tony Robbins

and Bumble Bee Tuna.

SEO techniques

ASP.net (Essential Training)

textbook “Advertising and Promotion: An Integrated Marketing Communications Perspective.”

Joomla! Advanced Cascading Style

Sheets

Photoshop CS4

P RO D UCTION M ANAGER/ A SSISTANT C REATIVE DIRECTOR, 1998 2001

Microsoft Office

ThinkTank Advertising, San Diego, California

InDesign

Quark

MEMBER SWOT analysis and website-development trend research, assessed effectiveness of various

user-interface designs; managed graphic designers and production process; composed

American Marketing Association

creative briefs.

Public Relations Society of America

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