Marketing, Sales, Tourism Development, Advertising, PR

LYNNE PRIESTLEY

704-***-**** mobile 704-***-****

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

PROFESSIONAL EXPERIENCE

Summary

Marketing professional with a proven track record designing and executing

marketing campaigns that drive bottom line results. A budget minded team

player with a diverse background in media relations, communications,

special events, advertising, creative development, strategic planning,

Internet communications, customer service, sponsorship development and

community building.

MARKETING CONSULTANT, 2002 - present

Work with clients to develop and implement marketing and communication

strategies to grow their business, brand and image. Successfully establish

business partners to expand their budget and market position. Create and

orchestrate special events to further reach key audiences. Evaluate

research and market area to develop and write business plans.

Projects include -

. Show Technology - A national producer of home and garden shows

throughout the country.

. Cabarrus Convention & Visitors Bureau - Interim Executive Director

. Tribble Creative Group -interim Director of Sales

Clients: Belk, Education Bond Campaign, The Light Factory, Rowan 250

Fest

. The Forum for Corporate Conscience - Communications Director, for

event where high profile CEOS established tenets for corporate social

responsibility.

. McKeeman Communications - Clients: McDonalds, Blockbuster Stores

. Charlotte Convention & Visitors Bureau

. The Salvation Army of North & South Carolina

. Decision One Mortgage

. Vialogix -Internet development company

. Vermillion Marketing

. Carolinas Carousel Parade - Thanksgiving Day parade held in Charlotte

for over 60 years.

. Carolina Rustica- Retail and online furniture store.

. Pro bono work: Davidson Lands Conservancy, Downs Syndrome Association,

ADA Jenkins Center, United Way Central Carolinas: Lake Norman, Health

Reach Community Clinic, Community School of Davidson

The Daniel Group - Research Analyst, part-time

DIRECTOR OF MARKETING, 1998 - 2001

THE MILLS CORPORATION - CONCORD MILLS, Concord, NC

Directed and managed the Grand Opening marketing, PR and advertising

program for Concord Mills, a 1.4 million square foot shopping and

entertainment destination, that attracted over 12 million visitors during

its first year of operation.

. Developed and managed annual strategic marketing plans and budgets

over $2 million.

. Managed and orchestrated marketing, advertising, special events,

public relations, corporate sponsorship, Mills TV (internal TV

programming) tourism and customer service programs.

. Analyzed market research and conducted on-going research projects:

telephone, focus groups, and intercept surveys.

. During the first year of operation Concord Mills tracked $3 million in

publicity and attracted 1,800 group tours.

. Negotiated over $275,000 in value-added media promotions through

television and media stations, annually.

. Concord Mills ranked as a top tourist attraction in the state of North

Carolina within its second year of operation.

. Comparable store sales and traffic increased annually.

. Served on the Grand Opening teams for Mills developments: Arundel

Mills, Baltimore, MD and Opry Mills, Nashville, TN, Sawgrass Mills,

Fort Lauderdale, and Gurnee Mills, Chicago.

DIRECTOR OF MARKETING SERVICES, 1993-1998

CHARLOTTE CONVENTION & VISITORS BUREAU (CCVB) - Charlotte, NC

A broad-based marketing position responsible for the strategic planning,

development, implementation and management of CCVB marketing,

communications, sales promotion, and advertising plans.

. Strategic planning and implementation of marketing plan and joint

marketing for the Charlotte Convention Center.

. Developed and managed the marketing budget and business plans for

membership, tourism and conference marketing.

. Conceptualize, promote, implement and analyze results of events.

Events included: annual meeting, trade show exhibits, sales

receptions, bid presentations, and promotional events.

. Managed and coordinated marketing projects with advertising agencies

and freelance suppliers. Projects included: trade and consumer

advertising, direct marketing, collateral, promotional materials and

video production.

. Supervision of Info! Charlotte management team and managed marketing

and tourism sales.

. Served as contact for media relations and developed local, trade and

consumer press.

. Strategize, manage and coordinate public relations efforts including:

press kits, news releases, news conferences and press tours of the

region.

. Developed and managed the CCVB presence on the Internet.

. Managed market research projects and analyzed results to determine

marketing needs. Prepared statistical and economic development

reports.

. Served as editor visitor publications.

. Delegate for The White House Conference on Travel and Tourism.

MARKETING DIRECTOR, 1989-1993

THE MILLS CORPORATION - POTOMAC MILLS, Woodbridge, Virginia

Directed and managed marketing department and annual budget of $2 million

for 1.3 million square foot super regional mall with 185 stores, located in

the metropolitan Washington, D.C. area.

. Created and managed strategic marketing programs and communications

plans.

. Performed market research through focus groups, intercept and

telephone surveys.

. Supervised advertising campaign, creative development, production and

media buying for print, outdoor and broadcast media, and direct mail.

. Positioned and marketed Potomac Mills as a destination for tourists

(2,800 motor coach tours visited the mall in 1992). Implemented

national and international tour and travel media plans.

. Monitored and analyzed merchant sales activity that increased

annually.

. Managed 25-person department that included 2 customer service centers.

. Initiated and created mall-wide cooperative advertising programs.

. Edited, designed and coordinated the production of mall magazines,

collateral and newsletters.

. Established community and media relations through special events,

press kits, news releases, media networking and fundraising projects.

ASSISTANT MARKETING DIRECTOR/ADMINISTRATOR SPECIALTY LEASING, 1987-1989

MAY CENTERS, INC. - BALLSTON COMMON, Arlington, Virginia

Developed and implemented marketing plans for a multi-level, 2-anchor, and

120-shop urban mall.

MARKETING ASSISTANT, 1986-1987

THE ROUSE COMPANY - THE SHOPS AT NATIONAL PLACE, Washington, D.C.

EDUCATION

Bachelor of Science in Business Administration, Marketing

East Carolina University, Greenville, NC

. Alpha Delta Pi Sorority, Executive Vice President

. American Marketing Association, Publicity Chair

Marketing I & II Institute, International Council of Shopping Centers

Leadership Class 2010 - Mooresville Chamber of Commerce

Professional development workshops, leadership development programs and

seminars

PROFESSIONAL AFFILIATIONS

American Marketing Association

. Chair, Cabarrus County Convention & Visitors Bureau, Board of

Directors

. Charlotte Chamber - Special Events and Holidays in the City Committee

. Co-Chair, Charlotte Convention & Visitors Bureau Image Awareness

Committee

. Charlotte Citizens Veterans Committee Board of Directors

. Dress for Success Charlotte, Board of Directors

. International Council of Shopping Centers

. International Association of Convention & Visitors Bureaus

. National Association of Female Executives

. North Carolina Association of Convention & Visitors Bureaus

. Mooresville Chamber of Commerce - Leadership class 2010

. Public Relations Society of America

. Travel Council of North Carolina

. Visitor Services Task Force - The Mint Museum of Art

. Women in Communications, Board of Directors

. 1996 Women's Final Four - Media Relations Committee

. University Area Council Board, Charlotte Chamber

. 600 Festival Board of Directors

AWARDS

Maxi Award, International Council of Shopping Centers

. Merit Award, International Council of Shopping Centers

. Business Person of the Year, Arlington County Public Schools

Vocational Education

. Telly Award Finalist - Charlotte Conference Video

. Business Marketing Association, Gold ProAd Award

. EVIE Awards Finalist - Best Corporate Event, International Special

Events Society

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