Marketing Manager

Heather Neisworth

Washington DC *****

412-***-**** - **********@*****.***

QUALIFICATIONS SUMMARY

Strategic Communications Advisor/New Media Strategist

Innovative and experienced online communications strategist / technologist

who creates actionable, curated content and strategies across Mobile,

Tablet and Web platforms to drive target audiences to measurable action by

Web 3.0 trends, brand strategy, customer and partnership management.

Experienced using research tools and technologies in creative ways to

develop actionable strategies and messages creating engagement, and

connection to influence radically different mindsets over ambiguous

boundaries.

KEYWORD SUMMARY

Social Media Week Featured Speaker, Emerging Media, Content Development,

Project Management Cultural Analysis, Branding, Digital Marketing,

Research, Global Marketing Campaigns, Web Strategy, International

Relations, Mobile, Social Media, Brand Management, Public Relations,

Employee Engagement, Trendspotting, Crisis Management, Public Diplomacy,

Internal and External Messaging

CONSULTING PROJECTS

New Media and Digital Technology Consultant Department of State, Washington

DC, 2012 to presently

Provides social media and brand strategy on global campaigns to management,

and foreign governments.

- Provides guidance, support and project management to create and implement

social media and mobile strategy for global campaigns for 22 million

followers.

- Develops and conducts customized consultations and web strategy for

international governments (Norway, Australia and the Netherlands), non-

profits, Diplomats and EUR, African and South American Regions.

- Researches trends, new media, technologies and public opinion to assess

and provide analytical information on new media tools to pilot.

- Leads special projects and high profile events such as the World's

Largest Online College Fair with an audience of 184 countries.

- Creates guidance on country analysis, political, economic, cultural and

social media trends in the form of: field guides, research, recommendation

summaries, and training materials for executive staff.

- Attends industry events, partners with tech companies and recruits talent

to create partnerships and speaking opportunities.

Digital Technology Social Media Advisor, FAA, Washington DC, 2010 to 5/2012

Created integrated Web 3.0 communication strategy via Web, Mobile and

Tablet technologies to over 35,000 employees. Managing web and mobile

design, creative services and client facing meetings to drive engagement,

content, collaboration and interactive dialogue.

- Liaison to business leaders to improve communication strategies in their

areas, and leading creative feedback sessions with content creators and

users to ensure consistency and reinforcement of key messages

- Assisted in creating Facebook and internal web governance, training and

policy framework.

Senior Account Executive, Defense Centers of Excellence Washington DC, 2009

- 2010

Create and manage social media strategy, SMO/SEO guidelines, dashboard and

online conversations to define program measurement and campaign

effectiveness.

- Led creation of Twitter, Social Media Usage policy, coaching and training

plan to establish a baseline of organizational knowledge to educate the

workforce and develop a strategy for increasing traffic and usage.

- Developed and implements innovative, effective and comprehensive social

media strategy with Huffington Post and PBS Series "This Emotional Life"

promotion for over 15 million audience members to create engaging content

and conversation with social influencers to produce awareness and active

conversation.

Senior Brand Strategist, National Football League 2008 to 2009

- Created positioning, marketing and channel strategy for

business/technology/consumer lines.

- Managed social media strategy and techniques to increase visibility,

membership and traffic for 50,000 employees and online brand presence on

Monster, resulting in 25% increased online awareness.

-Developed brand marketing and social engagement marketing for NFL healthy

babies program to increase awareness, enrollment and personal/individual

engagement and loyalty.

Digital Brand Strategist, Department of Defense 2007 to 2008

- Conducted brand management customer experience and employee engagement to

create content, value and engagement for a comprehensive marketing

strategy.

- Created digital strategy that informed 10,000 employees of benefits of

online tools to create digital advocates and measure key actionable

objectives in alignment with brand standards/organizational goals.

Cultural Chair Smithsonian Young Benefactors, 2005 to 2010

- Created valued programming, event marketing, online presence and

community in social space resulting in 15% web increase for largest

cultural organization in Washington DC. Built national cross promotional

campaigns with Harpers Bazaar Magazine/ Ralph Lauren that increased

publicity in Washington Post, DC Magazines, local TV and social blogs,

leading to a 27% membership increase.

Senior Communications Strategist, Booz Allen Hamilton, 2005 to 2007

- Led strategic communications, social media, and online marketing.

- During organizational rebranding and realignment effort, managed creation

of online strategy for multiple stakeholders and developed an analytics

framework, resulting in a 40% increase of online visits.

Product Development Digital Marketing Manager Citibank, Feb 2005 to Oct

2005

- Managed brand/consumer marketing and social activities across lines of

business, multiple departments and stakeholders for 375,000 employees to

respond to consumer needs and stay ahead of the competition.

- Developed Citi Foundation social media strategy, to publicize $3 million

financial contribution to Hurricane Katrina disaster relief creating

employee contributions of an additional $1 million in donations.

- Created brand positioning, messaging/identity for consumer products and

business culture responding to banking culture change for 2,000 U.S. and

300 Canadian branches, increasing new accounts by 15 %.

- Provided marketing counsel for new product launch and financial solutions

related to new credit card legislation, resulting in 20% increase in loan

sales.

- Led crisis communication efforts for largest loss of information in

history to provide information and increase goodwill for 3.9 million

customers.

Corporate Communication Manager, Blue Cross Blue Shield, September 2000 to

2005

- Provided strategic counsel in establishing communications plans and

tactics to fulfill the strategic and operational goals to promote and

protect the organization's brand and reputation.

- Managed customer focused "Have a Greater Hand in your Health" campaign

and vendors.

- Led website redesign and related multi-media campaigns to produce 25%

monthly visits.

- Developed/managed Ambassador strategy to drive company value and educate

workforce.

Style Editor Examiner Online, March 2010 to Currently

- Produces beauty-related content, spots trends and maintain relationships

with PR/beauty industry.

Featured in the Washington Post/DC Scout, Lucky Magazine and PopSugar.

EDUCATION

Master of Arts with Honors, Communications/Societal Trends, Duquesne

University, Pittsburgh, PA

Bachelor of Arts, Major English Literature/Art History, University of

Pittsburgh, Pittsburgh, PA

Contact this candidate