Sales Marketing

JOANNA M. CRANDELL

MARKETING DIRECTOR **********@*****.*** -- 3 14.640.9612

• A dvertising Campaigns • O nline Marketing

Blending innovation with practicality, I help • P roject Management (B2B or B2C) SEO, SEM

businesses achieve new success. My • B rand Building • P rint M anagement

unwavering commitment to deadlines make • C lient Relationships • S trategic Planning

marketing programs timely and efficient. • G raphic Design • M arketing Plans

Highly organized, I’ve improved procedures, • F ranchisee Development • B rand Governance

processes and turn-around in every position. • P resentations/Education • S ocial Media E xpert

• E vent Management * W ebsite Management

By building supportive environments, I bring

• T eam Development • C ommunity Outreach

out the best in staff and coworkers. I am

• C on tract Negotiation • R O I Forecasting

passionate about making a positive impact

• S trategic Development • A dobe CS6

on the workplace and in the community.

• S ocial Media Management • M icrosoft Office 2010

M ARKETING D IRECTOR

M ay 2009 – P resent -- R aytron Enterprises, Inc. • Clearwater, FL

F unctioning as a complete “start-to -finish” ad agen cy, m y team h elp s d rive business through o ur clients’ door a nd

g row their salons . In ten years, I transformed the marketing/graphic design department from archaic to efficient, with

p roven results. By creating and implementing new marketing strategies and p rograms, product sales increased 5 0%

a nd salon guest count dramatically improved.

R esults

o 3 5% increase in marketing/design projects completed each year.

o P articipating franchisees saw 70% increase in product sales and significant rise in guest count.

o C reated an entire print production shop from scratch, implementing procedure, methodologies and strategic

p romotion.

o P rint jobs for franchisee continue to see a 40-45% increase annually.

S trategy included:

• D eveloping new promotional approaches, incorporating social media, email, newsletters and aggressive

p ricing – including website redesign and optimization.

• Increasing franchisee success and improving brand image through a critical role on the Regional Advertising

C ommittee, which manages a budget of $600K for new marketing options including billboards, Facebook

campaigns, street teams and rewards programs.

• D irecting outside advertising agencies and online marketing firms regarding joint ventures, including SEO,

S EM, white papers, organic lead generation, radio and television advertising.

• D esigning m onthly promotional material mailed directly to the attention of the salon manager, complete with

“Guide to Success,” an information packet that included sales scripts, display design, team building activities

a nd e ducation materials.

• U sing m onthly newsletter, email and social media to promote sales promotions, style challenges and

m otivate stylists through sales challenges, contests and sweepstakes.

• C reating w ebinars to disseminate complex marketing plans into user -friendly, easy-to -implement programs

for owners’ managers and stylists.

G RAPHIC DESIGN/MARKE TING MANAGER

M arch 2004 – M ay 2009 -- R aytron Enterprises, Inc. • Clearwater, FL

Initially hired as a graphic designer, but quickly became responsible for all franchisee marketing plans and collateral

for Florida region. Managed budgets, schedules and third -party vendors. Maintained brand consistency for all

franchisees marketing materials and communications.

R esults

o C hanged the m anagement o f franchisees advertising n eeds from a reactive to a proactive philosophy.

o T ransformed monthly newsletter into professional, informational a nd needed tool for salon growth.

o S aved owners an average of 25% on marketing expenses by negotiating third-party contracts for salon.

o D eveloped customized marketing plans for new and existing franchisees to build brand awareness a nd increase

g uest count.

P ROJECT COORDINATOR / C ATASTROPHE ADJUSTER

J uly 2002 - F ebruary 2004 -- K ern Claim Consulting • Saint Petersburg, FL

T raveled the country w ith an independent claims adjuster to settle insurance claims from catastrophic natural events

(hurricanes, tornadoes, fires, etc.) to help insured s g et their lives back on track.

S cheduled all appointments in tight geographic radiuses to optimize efficiency and travel times.

•

U sing exceptional travel booking skills and negotiation, coordinating last minute travel (planes, rental car,

•

a ccommodations) in devastated areas.

C reated estimates for adjuster using Xactimate and drafted letters.

•

W orked with insured s o n property loss to ease their concern and further expedite the claims process.

•

MARKETING MANAGER/SENIOR GRAPHIC D ESIGNER

J une 1999 - J uly 2002 -- D istribution Management, Inc. • Saint Charles, MO

• M anaged the DMI marketing department, expanding the team from two to six employees.

• P lanned, organized and implemented company events – including internal/external promotions for sales

team, catered company picnics and vendor activities.

• D esigned top performers’ elite trips to exotic international destinations, from site research, trip organization,

a ctivities, itineraries, caterers and travel arrangements.

• C oordinated vendor participation in events/activities (vendors included Lexmark, Sony, IBM, NEC, Sharp).

• C reated materials for promotions, events, elite trips and vendors.

• O versaw the production, design and distribution of 400,000 catalogs nationwide.

M ARKETING/GRAPHIC DE SIGNER

A pril 1994 – J une 1999 -- D istribution Management, Inc. • Saint Charles, MO

• D esigned a ll letterhead, logos, print materials.

• C reated internal sales promotions and materials for sales force.

• D esigned nationally run ads.

• R esponsible for production, design and distribution of 400,000 catalogs.

• M anaged internal marketing promotions/COOP with national corporations (IBM, SONY, Hewlett -Pa ckard and

m ore).

E DUCATION

B achelor of Arts • 1993 • The Principia College • Elsah, IL

B achelor of Arts in English -- M inor in Fine Arts

E XTR AC IRRICULAR

E ditor-in -Chief of college newspaper, certified scuba diver, co-leader for Girl Scout Daisy troop, water skier, world

traveler and “wanna be” food critic.

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