Marketing Vice President/Director

RACHELLE DEAL VICE PRESIDENT OF MARKETING

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

Results-driven marketing executive with vast upper-level experience and a professional, competitive determination to succeed and grow. Equipped with impressive working knowledge of social media implementation; internet presence; profit and loss; and website design for profit, non-profit, and private organizations. Proven success record in every position held including boosting companies to national recognition, increasing brand awareness, and successful reformation of staff teams.

Areas of Expertise include:

+ Domestic & International Marketing + Brand Management + Digital Marketing + PR & Media Relations + Global Implementation + Project Management + E-Commerce + Strategic Planning + Team Building

EXPERIENCE & NOTABLE CONTRIBUTIONS

DIVERS ALERT NETWORK (DAN) • Durham, NC • 2011 – Present

At $35M annually, DAN is the largest association in the scuba diving industry dedicated to safety and insurance.

VICE PRESIDENT OF MARKETING

Implement domestic and international marketing and outreach strategies according to company goals. Lead research efforts to identify new B2C and B2B markets for existing products and opportunities for new business. Rebrand the organization within dive markets and preparing entry for new markets. Oversee marketing, communications, and sales teams.

CONTRIBUTIONS & PROCESS DEVELOPMENT:

• Restructured the association’s marketing department to realize group potential and company goals through consistent cooperation, effective communication, channeled creativity, and needs assessment.

• Drove social media presence and consumer engagement through organic /content marketing approaches, SEO, integrated communications, strategic brand management, and extensive audience research. Exponentially increased impressions while enhancing engagement on key channels by 50% in one year.

• Identified strategy for and managed the execution of a 4-day industry event which resulted in record-breaking products sales, seminar attendance, and membership revenue.

AMERICAN COUNCIL ON EXERCISE (ACE) • San Diego, CA • 2006 – 2011

At $10M annually, a prominent non-profit fitness certification/online consumer health resource.

VICE PRESIDENT OF MARKETING

Developed strategies, programs, and services for the company’s marketing and PR departments. Managed the execution of all major company projects by leading cross-functional teams, internal staff (8 people), budgeting, and external agencies.

KEY ACCOMPLISHMENTS:

• Increased revenue (16%), renewals (53%), and e-commerce sales (9%) by developing a 3-year strategy to restructure the ACE website, introducing company branding, identifying and implementing new revenue stream, and executing an updated analytics platform.

• Exposed ACE through web and PR marketing to increase public awareness, branding ACE Get Fit™ to generate consumer loyalty, and developing product review programs to ensure customer satisfaction.

• Contributed to execution of a 3-day American Council on Exercise Fitness Symposium which advanced brand identity, increased revenue (30%), and grew industry participation/sponsorships (300%).

WATER AND POWER COMMUNITY CREDIT UNION (WPCCU) • Los Angeles, CA • 2005 -2006

A community credit union consisting of Department of Water and Power employees and $450 in assets.

DIRECTOR OF MARKETING

Established objectives, policies and programs to improve the credit union’s competitive position within relative markets. Spearheaded all marketing efforts through management of the department of marketing specialists and providing executive advice.

KEY ACCOMPLISHMENTS:

• Developed award-winning marketing design through team leadership in implementation of Matrix Marketing. Also received CUNA’s Diamond Award for Segmented Marketing Direct Mail campaign.

• Created new brand identity for WPCCU using company portfolio, market analysis, a position statement, and selection of a creative agency to develop creative merchandising.

PROFESSIONAL ASSOCIATION OF DIVING INSTRUCTORS (PADI) • Rancho Santa Margarita, CA • 2000 – 2005

Generator of $35M annually, the largest global scuba diving organization focused on education, training, and membership.

MARKETING MANAGER

Trained a team of product line managers; maintained 4 direct reports; and directed all marketing efforts for members, consumer programs and products.

KEY ACCOMPLISHMENTS:

• Formed a go-to marketing strategy for global diving program in partnership with National Geographic.

• Branded proprietary First Aid, CPR and AED program using instructional approaches, skills practices, AED orientation, course standards, and competency exam.

HELLER FINANCIAL, INC. • Glendale, CA • 1993 – 2000

A $20B finance company based upon international factoring and assets.

ASSISTANT VICE PRESIDENT OF MARKETING

Coordinated education seminars for key executives as well as for CRM system utilization. Utilized key tactics for regional marketing programs while managing 2 reports.

KEY ACCOMPLISHMENTS:

• Facilitated proactive marketing, client acquisition/retention, group-wide management, use of CRM system, and cohesive reporting.

• Selected to participate in Task Force for identification of system capabilities.

EDUCATION

BACHELOR OF BUSINESS ADMINISTRATION

MARKETING AND INTERNATIONAL BUSINESS

CALIFORNIA STATE UNIVERSITY Long Beach, CA

SKILLS:

Microsoft Office

Salesforce

SiteCatalyst/Omniture

Google Analytics

Tracking Tools

(Including: Spredfast, iContact, and SocketLabs)

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