Marketing Social Media

Barbara Cassidy

San Francisco, CA 415-***-**** *******.*******@*****.***

Senior Marketing Communications and Content Professional Talented, creative, and decisive communications professional with a proven record of accomplishment in all aspects of internal and external communications especially writing and social media, collateral, trade media, white papers, media/analyst/investor relations, executive counsel, speaker training, crisis and reputation management, and ghost and speechwriting. I have had also had marketing experience in planning, leading, and scaling multichannel programs to drive impact, brand awareness, and measurable success. Solid change management and leadership skills; able to build and guide top-performing teams as well as approach projects hands-on, working cross-functionally with all stakeholders. Successes include branding (and re-branding), positioning, messaging, demand generation, campaigns, product launches, digital/online/video, collateral creation (including multiple websites from corporate to intranet to mobile), small to very large scale events, and partner marketing. Experience

Founder and General Manager 2014 – present

Zelo - San Francisco, CA

Marketing and communications consultancy for companies from stealth start-ups to BtoB and BtoC brands. Clients in 2014-2016 include SEIU (Stationary Engineers International Union), Napa Palisades Restaurant and Beer Company, West Berkeley Fencing Club, 24/7 Craft Beer, Sprenger’s Taproom, Crawford Media. (Consult only between full-time jobs; Zelo began in 2003 for this purpose). Senior Director, Global Marketing 2013 – 2014

Aperian Global – San Francisco, CA

Responsible for developing and implementing global marketing and communications strategies for consulting and technology firm to support aggressive revenue growth.

• Performed brand audit and positioning analysis to launch creative overhaul and re-branding, increasing company’s brand awareness.

• Developed company’s first formal marketing department, building and managing teams, contractors, and agencies over five continents. Initiated online programs (web sites, intranet, blog, SEO/SEM); led conferences and events, inbound marketing program, tradeshows and events, advertising and promotions, internal communications.

• Designed multichannel corporate communications plan including PR, media relations, social media, and content creation strategy, resulting in six-fold YoY increase in earned media coverage.

• Started company’s first marketing partnerships that included NBD campaigns, webcasts, speaking engagements, co-branding, and more.

• Implemented metrics systems in order to measure ROI of campaigns. Director, Global Marketing Communications 2009 – 2011 Velti – San Francisco, CA

Built new, HQ marketing communications department for multinational mobile technology company.

• Planned and directed executive communications, corporate communications, (external) marketing communications, and internal communications.

• Working with creative director, overhauled all creative properties including corporate look and feel, logo, web site, mobile site, tradeshow stand, videos, marketing collateral. Often acted as copywriter.

• Developed strategic communications plan (including investor and analyst relations) for successful NASDAQ IPO.

• Hired and managed staff on four continents.

• Hired and managed three PR firms (in different countries) with aggressive goals (that were exceeded) to increase YoY performance by 120%+. Acted as company spokesperson and provided C-level speaking training and counsel.

Senior Director, Corporate Marketing 2008 - 2009

Sezmi – Belmont, CA

Responsible for corporate marketing and communications for start-up television technology company.

• Directed branding initiative to shape corporate and creative identity and move company from start-up to IPO phase.

• Created and led marketing and communications launch plans.

• Built credibility with strong, defensible differentiation in market through integrated programs throughout all channels: public relations, social media, advertising, online marketing, collateral, packaging, video production, lead generation, tradeshows and events.

• Obtained market “buzz” needed to secure additional venture capital funding by leveraging extensive press contacts network, media tours, hiring PR agency, development of high-visibility speakers bureau, active social media, and through owned and earned media.

VP, Worldwide Communications 2005 - 2007

OpenTV – San Francisco, CA

Directed global marketing communications and corporate communications for publicly-traded television technology company.

• Developed annual external and internal global communications strategies and budgets (>$3M).

• Led worldwide PR, including analyst and investor relations, executive training and counsel, reputation management, speakers bureau, crisis control, and staff and agencies over four continents. Acted as company spokesperson.

• Managing staff of eight on four continents, led very large-scale conferences and events, advertising, rebranding campaign, marketing materials (collateral, videos, web sites, PPTs, webcasts), ROI tracking.

• Handled all marketing and communications duties for company’s acquisition. Media Director 2003 - 2005

Pro-MPEG Forum

Conducted media and analyst relations for consortium of video technology companies formed to advance the MPEG standard. (Companies included Sony, HP, Turner, Avid, Panasonic, Pinnacle, BBC, IBM, and more).

• Wrote all press release, trade articles and collateral.

• Acted as spokesperson at conferences and media events. Director of Marketing 1998 - 2003

Innovative Interfaces, Inc. – Emeryville, CA

Developed and led software company’s first global corporate marketing department (inclusive of all PR/corpcom responsibilities), supporting growth from $30M to >$100M in five years. Advertising Manager 1996 - 1998

Sony Electronics, Broadcast & Production Group – San Jose, CA Planned and executed all marketing communications for division. Created new department and received bonus for exceptional hiring. Revamped department’s web site at 11% under budget and two months ahead of schedule and was appointed to the Internet Committee of Sony Corporation of America.

(Paid) Congressional Aide Prior

United States Senate – San Francisco, CA & Washington, DC Responsible for routing all incoming communications to appropriate staffers; reviewed all daily media for pertinent news; graduated to working on legislation and speechwriting. Paid position; not an internship. Education

B.A., Mass Communications, University of California – Berkeley, CA

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