Marketing Manager

BRENDA B. GELSTON

C: 203-***-****

*********@*****.***

PROFESSIONAL EXPERIENCE

MASCOLA GROUP/Director of Marketing, New Haven, CT April 2008 – February 2009

(Multi-discipline agency specializing in engaging affluent audiences to build strong, upscale brand franchises. Agency works with clients in boating,

skiing, high-end real estate, luxury consumer goods and travel categories that market products to affluent audiences).

New business development expert charged with driving marketing program that includes affiliate relationships, social

media, agency blog, newsletter, SEO, link building, email marketing and strategic public relations. Direct

segmentation/targeted content marketing efforts for the Agency resulted in unprecedented number of quality leads in

within the first eight weeks.

• Crafted and executed a multi-dimensional content marketing program that delivered qualified leads over past 9

months and generated 9 solid new business leads in a flat growth period in advertising industry.

• Responsible for agency content marketing program including agency blog, newsletter, LinkedIn discussions and other

online social media outlets.

• Launched agency newsletter that quickly gained over 400 monthly followers. Agency blog was picked up by industry

opinion leaders. Higher visibility resulted in unprecedented number of pitch invitations by agency search consultants.

• Identified leads in eight key industry sectors, including Luxury Hotel, Adventure, Fractional Jets, Jewelry, Watches,

Wine, Fashion and Design, based on external opportunity/trends, agency positioning, and internal

engagement/regional interest.

• Lead Agency Pitch Team for 12 new business pitches that included Taubman Centers, Denihan Hospitality Group,

Thule and Hancock Shaker Village.

• Oversaw and organized “Mascola Brand Party” sessions to demonstrate agency capabilities in strategic planning and

affluent consumer insight cultivation. The program served as the foundation of new business lead generation

program.

• Directed the development and implementation of agency products offering strategy resulting in consistent product

presentations across all agency disciplines.

WINSTANLEY ASSOCIATES Director of Marketing – Lenox, MA October 2005 – March 2008

(Full-service Integrated Communication Agency including software division and marketing consulting services, with core competencies in brand

development, advertising planning, campaign execution, public relations campaign planning and execution and internet marketing)

Charged with managing new business strategy and development activities including database management, lead

generation, responding to RFPs, proposal and contract writing, presentations, marketing collateral development and event

management. Developed and executed lead generation campaigns, generated new business, identified growth

opportunities, communicated capabilities to market, developed proposals, provided cost estimations and built

relationships with local business media. Served as key liaison between prospective clients and internal leadership team.

Managed account acquisition through project scoping, research, proposal and account briefing stages.

Key Achievements

Initiated agency’s formal branding process; developed brand positioning statement for agency, resulting in new

agency portfolio reflecting new positioning. Routinely garnered positive press by managing relationships with online

and alternative media outlets as well as local business media.

Maximized networking opportunities by personally developing extensive prospect database, growing from 200 to

over 1500 contacts. Penetrated prospective clients with personalized letters, agency portfolio mailings and

promotional items.

Pursued and brought in key presentation opportunities including United Technologies Corporation, Mass

Mutual, KB Toys and Museum of Fine Arts Boston.

Agency won numerous accounts including Smith & Wesson, Hampden Bank, St. Germain Investment,

DFG Advisors, Catamount Ski Resort, Hancock Shaker Village and Southworth Paper.

BRENDA B. GELSTON Page Two

CORPORATE GRAPHICS Business Development Manager – Westborough, MA 2004 - 2005

(Multimedia Production Company)

Key Achievements

Secured approximately 700 leads after successfully revitalizing “dead” lead list of 2500 contacts left untouched for

a year; utilized Act as CRM system to enter correct contact information and client needs.

Penetrated key accounts including Siemens Communications, Inc., AstraZeneca Pharmaceuticals and Philips

Medical Systems. Won several accounts including IntelliReach and Talbots.

Conducted several presentations within eight weeks, from high-level value proposition-focused pieces to detailed

technical demonstrations.

Generated 48 qualified leads following design and implementation of two major email blast campaigns that

provided special offer to analyze product for free.

TRANSLATION PLUS Business Development Manager – Hackensack, NJ 2003 to 2004

(Multicultural Communication, Translation and Localization Company)

Key Achievements

Increased database by over 400% by consolidating all client prospecting, customer list research findings, potential

leads and database management efforts. Routinely exceeded lead generation objectives.

Built sales pipeline for and personally generated quoting opportunities at Merck, Aetna and State of Nevada.

Doubled revenue and won highly competitive bid process with entire State of Nevada to provide translations,

garnering national attention for firm. Performed extensive requirements gathering [what is requirements gathering?] and gained

certification as Minority and Woman-Owned business to meet qualifications and ultimately win business.

Provided expert needs assessment and maximized client return by working with clients throughout project to

adapt product communication to local cultures like packaging and positioning for world markets and globalization of

websites. Scoped projects to determine language and translation needs for technical documents and user manuals,

training materials, product demonstrations, sell sheets and advertising campaigns.

Successfully sold measurable value of company services despite higher prices by effectively conveying value of

working with quality translators holding authentic certificates and advanced degrees.

PARTNERS GROUP OF COMPANIES Patient Care Coordinator – Boston, MA 2001 to 2003

(Multicultural Massachusetts General Hospital/International Patient Center)

Key Achievements

Facilitated positive client relationships and secured new business by establishing rapport with clients and

explaining services and expectations clearly.

Collaborated with marketing department to research, create, and promote awareness of International Patient

Program (IPC) by providing key data and ideas.

Partnered with VIPs, foreign ministries, embassy officials, insurance companies, and PBO and interacted with

multiple levels of management.

EDUCATION, AFFILIATIONS, PROFESSIONAL SKILLS

M.B.A. in Marketing (2008), University of Phoenix, Phoenix, AZ

B.S. in Marketing (2005), University of Phoenix, Phoenix, AZ

Built an extensive professional database of Online/Offline Media, Marketing, Advertising, Multicultural Marketing

and Corporate Contacts

Proficient languages: Turkish, Italian, some French

Avid networker and Online Social Media proficient

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