Digital and Traditional Marketing, Google AdWords, E-Commerce, SEO
Resume:
TONY BIELAT
Mobile:
***-
***-
Oak
Tree
Court
Elmhurst,
IL
60126
****.******@*****.***
Marketing
Executive
Fortune
125
Experience
Top
Five
Global
Brand
Experience
Triple
AdWords
Certified
Profile
Dynamic
marketing
communications
executive
with
expertise
orchestrating
and
producing
best-
in-
class
go-
to-
market
materials
and
events.
Skilled
at
crafting
integrated
marketing
communications
plans
and
digital
campaigns
that
accelerate
sales
and
build
brand
awareness.
Accomplished
leader
of
planning
and
execution
teams
for
PR
events,
pressers,
and
high-
impact
mega
events
for
up
to
13,000
people.
Extensive
experience
at
one
of
the
world’s
top
brands
leading
the
in-
house
creative
agency
turning
out
high
volumes
of
award-
winning
traditional
and
new
media
B2B
marketing
materials.
Repeated
success
developing
digital
marketing
strategies
that
optimize
paid,
earned,
social,
and
owned
media
to
engage
online
customers,
drive
revenue,
and
increase
market
share.
Results-
oriented
thought
leader
known
for
innovative
solutions
that
build
engagement
and
connect
customers
to
brands.
Areas
of
Expertise
Executive:
Leadership,
Management,
Strategic
Planning,
Execution/Activation,
Creative
Development,
Teaming
and
Team
Building,
Vendor/Agency/Freelance
Management,
Budget
and
P&L
Management,
Reputation
Management,
Customer
Research,
RFP
Process
Digital
Marketing:
Inbound
and
Outbound
Marketing,
Website
&
Landing
Page
Design,
Search
Engine
Optimization,
Local
Search
Optimization,
Search
Engine
Marketing,
AdWords
(certified
in
Advanced
Search,
Advanced
Display
Network,
and
Video
Advertising),
Advertising,
Social
Media
Planning
and
Editorial
Development,
Community
Management,
Analytics,
E-
Marketing
Traditional
Marketing:
Product
Marketing,
Media
Planning,
Brand
Building,
Brand
Management,
Video/Commercial
Creation,
Graphic
Design,
Production,
Photography,
Copywriting,
Large-
Scale
Meetings,
Trade
Shows.
Professional Experience
ESTES
PARK
MARKETING,
ESTES
PARK,
CO
FEB.
2010
TO
SEPT.
2014
Digital
marketing/communications
consultancy
FOUNDER
AND
OWNER
§ Strategically
leveraged
traditional
and
digital
marketing
tools
to
drive
sales
and
advance
brand
narrative
at
client
businesses.
Provided
innovative
community
management
for
six
social
sites.
§ Built
trusted
advisor
relationships
with
business
owners
allowing
for
in-
depth
audit
and
consultation;
resulted
in
comprehensive
understanding
of
business
issues
and
the
development
of
marketing
roadmaps
and
highly
targeted
cross-
platform
advertising
campaigns.
§ Practice
deliverables:
multi-
channel
digital
campaigns,
websites,
SEO,
local
search
optimization,
Analytics
and
KPI
interpretation,
SEM
including
AdWords
and
advertising,
marketing,
advertising,
video,
photography,
and
PowerPoint.
o Rebranded
suite
of
six
Colorado
lodging/attraction
properties
–
new
names,
logos,
and
brand
narratives;
new
digital
touchpoints:
websites,
mobile
sites,
social
channels,
marketing,
AdWords,
advertising.
Grew
net
YOY
income
more
than
18%
in
2011
and
2012.
o Repeated
success
growing
client
businesses
through
SEO
and
elevating
organic
and
local
SERP
rankings;
raised
multiple
clients’
listings
to
page
one,
even
for
highly
competitive
search
terms.
§ General
managed
one
client’s
six
lodging/hospitality
properties
for
nine-
month
period
(1/2014
–
9/2014).
Directed
marketing,
sales,
customer
satisfaction,
loyalty,
HR,
IT,
and
maintenance.
o Increased
YOY
revenue
at
flagship
properties
24%.
Dramatically
increased
YOY
customer
satisfaction
scores
as
measured
by
Trip
Advisor
–
2.7
to
4.4
(5-
point
scale).
MCDONALD’S
CORPORATION,
OAK
BROOK,
IL,
JAN.
1989
TO
JAN.
2010
World's
leading
global
foodservice
retailer;
35,000
outlets,
world’s
fifth
most
valuable
brand
(Brand
Z)
SENIOR
DIRECTOR,
CREATIVE
SERVICES/CORPORATE
COMMUNICATIONS,
2001
to
2010DIRECTOR,
CREATIVE
SERVICES,
1994
to
2001;
MANAGER,
CREATIVE
SERVICES,
1989
to
1994
1
TONY BIELAT
Mobile:
630-
835-
6901
14
Oak
Tree
Court
Elmhurst,
IL
60126
****.******@*****.***
(McDonald’s
Corporation
Continued)
ADDITIONAL
BUSINESS
UNIT
REPORTING
RESPONSIBILITIES
AND
SCOPE
§ Meetings
&
Events
(2003
to
2008),
12
employees,
$34
million
biennial
budget;
key
deliverables:
planning
and
execution
of
more
than
100
corporate
events
including
biennial
Worldwide
Conventions
for
franchisees
and
U.S.
Restaurant
Manager
Conventions.
§ Travel
Services
(2003
to
2009),
three
employees,
$475,000
annual
budget.
Managed
relationships
and
agreements
with
travel
partners
including
United
Airlines,
American
Express,
and
Hertz.
§ McDonald’s
Archives
from
2001
to
2006,
one
employee,
$235,000
annual
budget.
§ Direct
Reports:
Director
Creative
Services
Producer
Group,
Director
Creative
Services
Media
Production,
Director
Meetings
&
Events,
Director
Travel
Services.
DIRECTOR
AND
SENIOR
DIRECTOR
ROLES,
MCDONALD’S
CREATIVE
SERVICES,
1994
-
2010
§ Led
and
managed
McDonald’s
award-
winning
in-
house
digital
creative
team:
45
FTEs,
125
contractors,
3
agencies,
25
vendors;
150
clients;
annual
operating
budget:
$7.5M;
annual
billings:
$13M.
§ Key
deliverables:
marketing
communications
planning;
ideation;
integrated
campaigns;
premium
go-
to-
marketing
materials
and
events:
video
creation
(400+
titles
annually),
photography,
(1,000+
pieces
annually),
business
meetings,
exhibit
booths,
trade
shows,
pressers,
product
launches.
§ Fostered
alignment
among
direct-
reporting
staff
and
teams.
Promoted
understanding
of
company
and
departmental
priorities.
Interpreted
corporate
strategies
into
simple,
actionable
departmental
goals.
§ Created
dynamic,
agile
work
environment
where
top-
notch
creative
and
design
flourished.
Promoted
collaboration,
continuous
quality
improvement,
and
technology
utilization
and
integration.
§ Set
high
professional
standards;
established
best
practices.
Reinforced
brand
narrative
and
company
values
in
every
piece
of
creative
produced.
§ Managed
HR
functions
including
hiring,
separations,
performance
reviews,
and
re-
organizations.
§ Led
and
managed
transformational
change
to
increase
productivity
and
integrate
digital
workflows.
Select
Departmental
Accomplishments
o Established
business
model
that
leveraged
Chicago’s
freelance
market
allowing
for
ramped
up
internal
production
during
peak
times;
worked
with
HR-
Legal
to
define
controls
on
freelance
engagement.
o Grew
team
from
20
FTEs
to
45
FTEs
by
gaining
the
trust
and
respect
of
company’s
Top
Management
and
internal
clients.
KEY
RESPONSIBILITIES
MCDONALD’S
(TECHNOLOGY)
Consistently
promoted
and
championed
digital
technology
that
brought
a
35,000-
restaurant
organization
in
100+
countries
closer
together.
Select
Technological
Accomplishments
o McDonald’s
Connection
–
Identified
innovative
solution
to
a
McDonald’s
US
challenge:
lack
of
a
secure
electronic
communications
channel
to
almost
14,000
US
restaurants.
Led
the
matrix
team
that
identified
a
digital
content
delivery
solution
and
vendor.
Developed
business
cases,
pitched
US
restaurant
management,
and
designed
pilots.
By
2010,
McDonald’s
Connection
was
fully
scaled
in
US
restaurants
reaching
700,000+
crew
and
managers
and
saving
McDonald’s
more
than
$3
million
annually.
o Identified
a
solution
and
mobilized
a
matrix
team
that
researched
and
implemented
company’s
first
digital
asset
management
system
making
branded
corporate
imagery
in
headquarters
available
online
to
offices
in
100+
countries
around
the
world.
Initiative
saved
McDonald’s
$1M
annually.
2
TONY BIELAT
Mobile:
630-
835-
6901
14
Oak
Tree
Court
Elmhurst,
IL
60126
****.******@*****.***
(McDonald’s
Corporation
Continued)
KEY
RESPONSIBILITIES
MCDONALD’S
(PROJECT
AND
PROJECT
MANAGEMENT)
§ Personally
orchestrated
Creative
Services’
involvement
in
more
than
50
high-
profile
projects,
meetings,
th
and
PR
events
such
as
McDonald’s
50
Anniversary
celebration
featuring
an
Elton
John
concert
and
major
presser
at
the
new
Chicago
flagship
restaurant
at
Ontario
and
Clark
in
Chicago.
Largest
single
project
managed:
o McDonald’s
Worldwide
Convention
–
12,500-
person
biennial
gathering
of
Owner/Operators,
employees
and
suppliers
from
around
the
world.
Provided
large-
scale
project,
creative,
and
brand
management
over
a
two-
year
lifecycle.
Budget
oversight:
$28
million
per
convention.
Ø Convention
Program
Manager
in
2006
and
2008.
Key
responsibilities
included
collaborating
with
Top
Management
and
matrix
team
on
convention
direction
and
key
themes;
planning,
budgeting,
and
aligning
messaging
across
convention
functions
such
as
general
sessions,
exhibits,
and
seminars.
Ø General
Sessions
Executive
Producer
from
1994
–
2004;
leveraged
McDonald’s
single
largest
communications
opportunity
to
provide
a
unique
face-
to-
face
platform
that
allowed
Top
Management
to
address
the
entire
global
enterprise.
Select
Project
Management
Accomplishment
o To
enhance
Worldwide
Convention
experience,
expanded
Owner/Operator
Task
Force
and
added
input
from
additional
global
Top
Management
executives.
This
expanded
input
process
contributed
to
highly
rated
and
more
relevant
Worldwide
Conventions.
EDUCATION, TRAINING & CERTIFICATIONS
§ BS
in
Radio
&
Television,
University
of
Illinois,
Urbana-
Champaign,
IL
§ Project
Management
Professional
(PMP)
Certification
468804
AdWords
Certified
(Advanced
Search,
Advanced
Display
Network,
Video
Advertising)
§ Management
of
Managers
Executive
Development,
Ross
School
of
Business,
University
of
Michigan
§ Advanced
Team
Training,
Capital
H
Group,
Chicago,
IL
§ Foundations
of
Leadership
Program
and
numerous
management,
leadership,
and
HR
training
courses
at
McDonald’s
Hamburger
University
Technology
Expert:
Mac
and
Windows
OS;
MS
Office,
Various
e-
mail/calendaring
systems
including
Gmail
and
Calendar,
Photoshop,
Final
Cut
Pro,
Aperture,
AdWords,
AdWords
Editor,
Analytics,
Docs,
Joomla,
Various
other
web
products
such
as
Facebook,
Google+,
Twitter,
and
other
social
media
tools.
Working
knowledge:
Illustrator,
InDesign,
HTML,
CSS.
Community
§ Wrote
and
produced
a
fundraising
video
for
the
Rocky
Mountain
Conservancy
featuring
Chicago
television
personality
Bill
Kurtis;
video
helped
raise
more
than
$1M
for
the
Conservancy’s
Next
Generation
Fund.
(video:
https://www.youtube.com/watch?v=sfH2egKlVf4)
§ Volunteer,
Larimer
County
Small
Business
Development
Center
–
teach
Internet
marketing
to
new
business
owners.
§ Member,
Estes
Valley
Sunrise
Rotary.
New
Rotarian
of
the
Year
2011;
Rotarian
of
the
Year
2012.
3
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