Social Media Account Executive

VALERIE J. GLEASON

*** ******* *****, **********, ** 19350

302-***-**** https://www.linkedin.com/in/val-gleason/ ***.********@*****.***

Qualifications Summary

Marketing & Communications Specialist with a background in delivering core brand messages, leveraging public relations, marketing, promotions, social channels, content, and collateral for consumer goods. Proactive, strategic planner dedicated to optimizing results, enhancing brand performance. Strengths in proofing and editing with print, digital, and video. Persuasive and effective negotiator. Proficient in Microsoft Word, Excel, PowerPoint, Adobe (InDesign, Photoshop and Acrobat Pro), WordPress, Magento, Google Analytics, Hootsuite, MailChimp, Cision, GroupHigh, and Burrellesluce.

Strategic Planning Marketing Strategy Cross Channel Project Management

PR Campaigns/Media Relations Brand storytelling Performance Metrics

E-commerce Video Scripting/Production Budget Management

Copywriting/Editing Creative Direction Social Media Campaigns

Professional Experience

THE LEGACY COMPANIES CONSUMER GROUP (Edgecraft Corporation), Avondale, PA 2002-2018

Marketing Director (2017-2018)

Directed rebranding efforts for well-established Chef’sChoice brand, guiding an outside agency on new packaging architecture and logo; headed internal team for on-brand, consumer-centric messaging collaboration, ensuring category leadership.

Launched an unknown product into a brand best-seller, generating and growing over $5M+ in sales through targeted press placement.

Controlled $500k+ advertising budgets, media planning, placement, saving $171k on rates.

Managed consumer and trade media placements, and brand guidelines; developed advertisements, brand content, packaging, and marketing collateral.

Built revenue growth with website, social platforms, digital marketing D2C initiatives, enhancing brand image and increasing company revenue with site sales.

Identified and executed public relations opportunities, utilizing news trends and market research; performing story development; conducting seasonal pitching; and announcing new product launches.

Implemented publicity and D2C campaigns for WestBend, Vinturi, Zeroll and Chef’sChoice brands, increasing brand recognition.

Executed all public relations campaigns, press releases, editor letters, pitches, social media, company literature, editorial calendars, announcements and media kits for the Chef’sChoice’s small kitchen electrics brand sold in 80+ countries, facilitating brand message and financial achievements.

Transitioned Chef’sChoice brand consumer base from older male to include female and younger demographics using media and targeted messaging, increasing awareness and market share.

Partnered with new product development team, providing consumer insight, market trends, go to market strategy, and execution.

Communications Manager (2002-2017)

Managed up to 3 staff; oversaw creative department for all visual and layout; performed prop styling and directed freelancers on photo shoots and video production.

Developed brand voice content, advertising copy, D2C social media messaging, couponing, packaging, catalog, brochures, signage, instruction manuals, product sell sheets, press releases, and web content.

Strategized with all internal marketing channels, ensuring targeted communications and consistent messaging.

Spearheaded design and development of new website and e-commerce platform, social media, video and digital/editorial campaigns; led website creation, functionality, and content creation and updates using WordPress platform, teaming with developers to create and update site.

Implemented Kount fraud tool platform, reducing risks on site.

VALERIE GLEASON Page Two

Professional Experience

(Continued)

THE LEGACY COMPANIES CONSUMER GROUP, Continued

Created favorable brand image through consistent and targeting messaging placement in key media outlets, including The Wall Street Journal, New York Times, The Philadelphia Inquirer, About.com, Epicurious.com, The Today Show, Good Morning America, Cook’s Illustrated, and America’s Test Kitchen.

Employed Google Analytics, Facebook, Instagram, Twitter, MailChimp, Hootsuite, Cision, GroupHigh, and Burrellesluce, tracking campaigns and sales conversion success.

Placed Chef’sChoice first sharpener and prototypes into the Smithsonian National Museum of American History collection, strengthening the brand’s position as first electric knife sharpener and solidifying the brands leadership position in the marketplace.

Cultivated relationships with celebrity influencers, including Jacques Pépin, Sara Moulton, Rick Bayless, Grace Young, Rose Levy Beranbaum, and Ron Hazelton for brand recipe and DIY campaigns.

Managed key trade show efforts including pre-show and onsite communications and logistics, collaborating with vendors to arrange space, displays, hotels and equipment rentals, set-up/display, dismantling, and shipping.

ALOYSIUS BUTLER & CLARK AGENCY, Wilmington, DE 1994-2002

Public Relations/Account Executive

Partnered between the agency and clients; managed campaigns, ensuring that public relations projects were completed on time and within budget.

Managed local, regional and national publicity placements, fundraisers and special events.

Strategized and implemented public relations campaigns and special events for a diversified client roster; executed regular client and agency placements in The Philadelphia Inquirer, The News Journal, and other key outlets.

Cultivated relationships with media, clients, government, and trade organizations.

Developed placement for Organic Gardening magazine editor as regular Weekend Today Show guest.

Planned, executed, and publicized fundraising events for Delaware River & Bay Authority, including concerts and national awareness campaigns, building their reputation in tourism destination.

Placed agency cover story in Delaware Today magazine as “Best Place to Work,” increasing brand credibility, new business and attracting new talent.

Additional experience as a Public Relations Account Executive for The Rosen Group (Car & Driver, Cooking Light, Dick Vitale’s Basket Ball, Essence, and Outside magazines); Publicist for Rodale Press (Organic Gardening, Bicycling, and Backpacking magazines); and a Publicist for Times Mirror Magazines (Field & Stream, Outdoor Life, Golf, Ski, Popular Science, Yachting and Home Mechanix magazines).

Education

UNIVERSITY OF DELAWARE, Newark, Delaware

Bachelor of Arts in English/Journalism (99 Credits Completed out of 125)

WOOD TOBÉ-COBURN SCHOOL, School of Fashion Merchandising

Associate Degree, New York, New York

Affiliations

IACP, International Association of Culinary Professionals IHA, International Housewares Association

Community

Club Volleyball Volunteer (Delaware Juniors, Delaware United)

Catholic Charities, Bayard House Volunteer

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