Project Manager Marketing

Valerie Robertson 214-***-****

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

MARKETING EVENTS AND TRADE SHOW MANAGER

Business-to-Business and Consumer

PROFILE

Innovative marketer with strong record of contributions in the strategic

planning and detailed execution of integrated sales and marketing programs

and events to support brand initiatives, business growth and organizational

goals. Effective manager, project leader and team player with genuine

commitment to customer satisfaction and ROI.

EXPERTISE

( Strategic Marketing Plan Development ( Project/Program Management

( Events/Promotions/Sponsorships/Trade Shows ( Budget Administration

( Campaigns/Grand Openings/Product Launches ( Contract Negotiations

( Community/Media Relations ( Agency/Vendor/Cross

Functional Team Management

PROFESSIONAL HISTORY

MARKETING AND EVENTS PROJECT MANAGER - Dallas, Texas 2002 -

present

Serve as marketing communications and events contractor - strategist and

tactician - for consumer, technology and service-related clients.

. Provide pre-show planning and/or onsite management for conferences,

focus groups, trade shows (10' x 10' - 50' x 50') and experiential

events.(Ex: Event planning/onsite management, including site

inspection/hotel contract review and marketing research support for

Frito Lay Co-Networks)

. Researched, analyzed and repackaged marketing opportunities and

established online screening process for potential partners for a

software company.

. Wrote and project managed 12-page booklet for grand opening of major

Midwest shopping center.

COMERICA - Dallas, Texas

Corporate Marketing Liaison 2007

- 2008

Developed and executed integrated marketing plans - advertising, direct

mail, events and community sponsorships - for 16 new banking centers in

Texas. Conducted site assessments and provided strategic plan

recommendations. Collaborated with agencies and internal partners. Budget:

$100K per center.

. Pioneered concept/implementation of custom grand opening plans/events,

effectively managing budgets and developing strategic approaches that

addressed location-specific concerns.

. Strengthened customer relationships by creating promotion for

construction-challenged banking center. Results: 12% redemption rate,

uncovered new cross-sell opportunities and positive feedback.

SIX FLAGS THEME PARKS (Corporate) - Grand Prairie, Texas

Manager, Partnership Marketing Services 2005

- 2006

Oversaw day-to-day operations, strategic management and execution of

regional and national partnership marketing programs for Six Flags' 28 U.S.

parks. Customized programs included: In-park, ride and theater signage,

mobile events, promotions, co-branded food packaging, database/email

marketing, park photo shoots and sponsor research. Reviewed and wrote

sponsorship contracts and tracked revenue through monthly sales report.

Supervised two employees.

. Increased sponsorship ROI for Pentax by $100K, leveraging existing local

Fright Fest promo events in three markets - Dallas, Los Angeles and

Springfield, MA - at no extra cost to the client.

. Created first Partner Review presentation templates for reporting results

to corporate partners - Ameriquest, ConAgra, Pentax and SBC.

DIGITAL:CONVERGENCE CORPORATION - Dallas, Texas 2000 -

2001

Manager, Marketing Programs - Events and Promotions

Created and managed strategic marketing programs that supported product

launches, business accounts and consumer promotions for a privately-held

Internet technology company.

. Developed and managed integrated marketing and event activities for

CompUSA partnership resulting in 53 percent increase in store and web

site traffic during initial promotion period.

. Managed all aspects of online sweepstakes. Results: 25 percent

installation rate increase.

. Spearheaded $1 million company-wide trade show (10' x 10' - 50' x 80')

and experiential event program; Managed relationship with exhibit

company.

Valerie Robertson Page 2

EDS (HP Enterprise Services) - Dallas, Texas

1999 - 2000

Project Manager, Global Marketing Conferences and Events

Managed corporate sponsorships and customer relationship-building programs

targeting senior executives and technology leaders. Collaborated with

business conference producers - CIO/IDG, Business Week, Ziff-Davis

(COMDEX), ICM - and directed external vendors and internal cross-functional

teams to achieve corporate business objectives. Budget: $1 million.

. Authored/created sponsorship processes - evaluation guidelines,

sponsorship tips, internal communications and promotion system - to

ensure strategic objectives were met.

. Provided consulting services - opportunity analysis, contract negotiation

and resource referrals - to the four lines of business and seven global

industry groups.

. Oversaw presence and authored content for events marketing site on

corporate Intranet.

SPRINT CORPORATION - Dallas, Texas 1995 -

1998

Program Manager, Customer Events and Sponsorships

Managed business-to-business, arts, sports and community sponsorships and

events. Key member of product and program launch teams - Sprint PCS,

Fridays Free, Business at Risk. Led integrated marketing/sales teams and

supervised external agencies, vendors, event producers and partners.

Accountable for $2.5 million budget.

. Developed $10 million annual strategic events marketing plan for the

small, large and cross market business segments.

. Generated $1 million in new account revenue from World Economic

Development Congress sponsorship.

. Established sponsorship processes and reporting vehicles -

evaluation/measurement guidelines, on-line contracts, opportunity logs,

evaluation and tracking forms - to ensure strategic objectives were met.

MARKETING AND EVENTS CONSULTANT - Dallas, Texas

1993 - 1995

Managed marketing programs for companies in health care, retail and sports

industries.

. Created marketing plan to leverage Compaq's NCAA sponsorship. Budget:

$13 million.

. Implemented premier advertising, public relations and promotional

campaign for Portfolio International's Endless Summer trading card

series. Product appeared in major trade publications, such as

Confectioner, Sport's Collector's Digest and TUFF STUFF, and generated $2

million in revenue. Involved in all phases of the product from concept,

packaging and distribution to promotion.

. Served as a Public Information and International Broadcast Center

Supervisor for the World Cup USA Dallas venue. Selected as team leader

for Traveling Events and Information Team.

AMERICAN LUNG ASSOCIATION - Dallas, Texas

1986 - 1992

Director, Public Relations and Development

Directed public relations and fund-raising initiatives for regional office

of national health agency. Responsibilities included strategic marketing,

budget management, media and community relations, sponsorship and funding

acquisition, special event and educational program coordination,

advertising and publications. Supervised staff, interns, committees and

volunteers.

Initiated benchmark marketing research program for national health

organization. Results used to develop strategic plans and published in the

Journal of Volunteer Administration.

Raised 25 percent of national health organization's $800,000 budget by

creating and executing sports and entertainment fundraising events. Most

successful event - Vertical Marathon - achieved 50 percent revenue increase

over five-year period and received national recognition in Runner's World

and Running Times magazine.

Planned and executed press conference for former U.S. Surgeon General C.

Everett Koop, M.D., generating coverage from all major media outlets,

including CNN, AP and UPI wire services.

EDUCATION

The University of Texas at Austin

Bachelor of Journalism, Public Relations major

. Sports Information Intern, Men's Athletic Department

Current member, SPIN (Senior Planners International Network)

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