Marketing and Corporate Communications
Resume:
MICHELLE MIGUELEZ
***********@*****.***
•
www.linkedin.com/pub/michelle-
miguelez/36/134/221/
•
305-
450-
2545
PROFILE
A
creative
and
strategic
communications
professional
with
15
years
of
expertise
in
all
areas
of
communications,
including
public
relations,
corporate
communications,
crisis/issues
management,
brand
protection,
employee
engagement,
consumer
relations
and
campaign/event
organization.
Bilingual
English/Spanish.
Willing
to
relocate.
EXPERTISE
Public
relations
and
marketing
Crisis
and
issues
management
Creative
writing
and
copy
editing
• • •
communications
Executive
positioning
Philanthropy
&
community
affairs
• •
Corporate
and
employee
messaging
Diversity
&
inclusion
Consumer
relations
• • •
EDUCATION SKILLS COMMUNITY
Florida
International
University,
Miami,
FL
Computer
skills
include:
Word,
Excel,
Feeding
South
Florida
•
Bachelor
of
Science
in
Journalism
and
Mass
PowerPoint,
Outlook,
SharePoint
and
Salvation
Army
South
Florida
•
Communication,
1995
Sitefinity.
Habitat
for
Humanity
•
Suited
for
Success
•
Amigos
for
Kids
•
EXPERIENCE
Restaurant
Services,
Inc.
(RSI)
Miami,
FL
2012 -
Present
Communications
Director:
Lead
all
of
the
internal
and
external
communications
platforms
for
RSI
and
its
subsidiaries,
Restaurants
Services
Canada,
Inc.
and
Supply
Chain
Services,
LLC.
Summary
of
Responsibilities:
Design
and
implement
creative
communications
mediums
that
deliver
critical
business
information
to
key
audiences,
including
Burger
•
King
Corporate/Field
executives
and
employees;
RSI
members
(BURGER
KING®
franchisees),
RSI
Board
of
Directors,
company
staff
and
BURGER
KING®
system
suppliers
and
distributors
in
the
U.S.
and
Canada.
Create
executive
communications
and
messaging
for
company
leadership
team.
•
Direct
employee
engagement
programs
that
support
company
priorities
and
make
RSI
a
great
(and
fun)
place
to
work.
•
Draft
and
produce
the
annual
report;
implemented
digital
report
in
2012,
2013
and
2014.
•
Manage
the
annual
RSI
Board
of
Directors
election.
•
Plan
and
execute
all
company-
wide
events,
including
team-
building
and
philanthropic
initiatives.
All
events
are
designed
to
celebrate
•
RSI’s
culture
and
foster
increased
employee
engagement
within
the
company.
Create
dynamic
company
collateral
and
messaging
to
promote
RSI
at
Burger
King
Corporation's
(BKC)
annual
convention,
including
•
company
tradeshow
booth,
executive
speeches,
supplier
awards
ceremony
and
events.
Liaison
with
BKC
and
ensure
that
RSI
communications
complement
and
support
BKC's
marketing
and
operations
initiatives.
•
Accomplishments
To-
Date:
Created
a
structured
framework
to
proactively
communicate
the
“value
of
RSI”
to
members
by
delivering
targeted
messaging
to
RSI
•
members
through
a
variety
of
communications
vehicles
each
quarter.
Promoted
an
instructional
webinar
series
showcasing
the
robust
data
benchmarking
tools
available
on
RSI
Web
that
provide
members
•
with
key
information
they
need
to
run
more
profitable
restaurants.
Transitioned
the
annual
RSI
board
election
from
a
paper-
driven,
three-
month
long
activity
to
a
fully
electronic
nomination
and
election
•
process
with
a
significantly
reduced
timeline.
Efficiently
managed
the
vendor
on-
boarding
process,
election
material
development,
communications
campaign
and
execution
of
each
step
in
the
election.
Led
company
re-
branding
efforts,
including
re-
designing
the
RSI
logo,
company
collateral,
and
environmental
branding.
•
Conducted
company-
wide
training
session
and
reviewed
RSI
logo
usage,
trademark/service
mark
definitions,
BURGER
KING®
brand
•
standards.
Managed
RSI’s
sponsorship
and
exhibition
at
the
annual
BURGER
KING®
Convention,
which
includes
overseeing
the
design,
planning
•
and
logistics
for
the
RSI
Vendor
Reception
(attended
by
more
than
500
vendors,
BK®
franchisees
and
RSI
&
BKC
leadership);
the
BKC-
RSI
MICHELLE MIGUELEZ
Page
2
Vendor
Awards
&
Recognition
Ceremony
(pre-
event
publicity,
RSI
&
BKC
scripts
and
visuals,
event
production,
new
awards
design
and
fabrication)
and
the
RSI
Tradeshow
Booth
(re-
designed
tradeshow
booth
graphics
and
exhibition
materials,
coordinated
and
promoted
educational
member
workshops).
Work
in
progress:
Currently
developing
a
significantly
enhanced
document
and
content
management
system,
or
“message
center,”
that
•
will
resolve
company’s
distribution
issues;
streamline
the
communications
process
and
link
both
internal
and
external
users
to
important
content
on
RSI
Web.
Work
in
progress:
Leading
corporate
re-
branding
and
PR/communications
initiatives
for
RSI’s
wholly-
owned
subsidiary,
Supply
Chain
•
Services,
LLC
(SCS).
Burger
King
Corporation
(BKC)
Miami,
FL
1999 -
2012
Global
Communications
Director:
Provided
leadership,
management,
recommendation
and
execution
of
corporate
communications
and
public
relations
activities
for
the
BURGER
KING®
system,
comprised
of
12,000+
restaurants
worldwide.
Directed
public
relations
and
marketing
communications
efforts
for
the
BK®
brand
in
North
America.
Developed
and
delivered
effective
consumer,
employee
and
franchisee
communications
that
supported
the
Company's
culture
and
business
objectives
globally.
Consistently
delivered
solid
results
in
positions
of
increased
responsibility,
including:
Director,
Integrated
Communications
&
Engagement
(Dec.
2010-
July
2012)
•
Sr.
Manager,
External
Communications
(Aug.
2010-
Dec.
2010)
•
Manager,
External
Communications
(2008-
2010)
•
Supervisor,
Corporate
Communications
&
Consumer
Relations
(2006-
2008)
•
Sr.
Analyst,
Diversity
&
Inclusion
(2004-
2006)
•
Sr.
Communications
Specialist,
Strategic
Communications
(2000-
2004)
•
Crisis
Communications
Coordinator
(1999-
2000)
•
Summary
of
Responsibilities:
Integrated
marketing
communications
and
public
relations
activities;
ensured
external
and
internal
messages
were
aligned.
•
Worked
closely
with
senior
leadership
to
develop
communications
strategies
that
promoted
business
initiatives,
corporate
vision,
•
company
culture
and
executive
leadership
across
the
organization.
Delivered
media
profiles,
public
speaking
and
recognition/award
opportunities
for
company
executives.
•
Identified
proactive
media
opportunities
and
managed
daily
communications
needs
of
the
company.
•
Protected
the
brand
from
negative
media
exposure
with
effective
management
of
local
and
national
crises/issues.
Media
coverage
•
averaged
+85%
positive/neutral
exposure.
Developed
executive
speeches,
news
releases,
public
relations,
and
website
communications.
•
Directed
and
managed
the
company’s
public
relations
agency
of
record.
•
Accomplishments:
Executed
internal
and
external
communications
efforts
following
the
acquisition
of
Burger
King
Holdings
by
3G
Capital
in
October
2010.
•
Efforts
included
mitigating
media
coverage
of
a
global
reorganization
and
two
significant
reductions
in
corporate
workforce,
while
keeping
employees
informed
of
the
reorganization
and
new
corporate
structure.
Directed
various
internal
programs
in
a
challenging
environment
to
effectively
convey
the
executive
leadership
team's
new
company
•
vision
and
cultural
values,
allowing
employees
to
feel
empowered
in
their
roles
and
engaged
in
the
new
brand
direction.
Successfully
managed
the
search,
selection
and
on-
boarding
process
for
the
company's
public
relations
agency
of
record
in
the
U.S.
•
Launched
the
brand's
new
kids'
meal
platform,
the
BK®
CROWN
Program,
by
creating
a
BK®
Crown
large
enough
to
be
named
the
•
world's
largest
aluminum
structure
by
the
Guinness
World
Book
of
Records.
National
media
coverage
included
exclusive
placements
in
USA
Today
and
FOX
Business,
as
well
as
750+
media
impressions.
Led
marketing
communications
speech
development
for
annual
BKC
Conventions,
attended
by
more
than
3,000
franchisees,
vendors,
•
agency
partners
and
employees.
Created
content
for
multi-
speaker
executive
speeches
that
delivered
pivotal
information
and
outlined
key
strategies
and
initiatives
in
all
areas
of
the
North
America
marketing
function,
including
brand
advertising,
consumer
segments,
product
innovation
and
local
marketing.
Announced
the
brand's
new
coffee
offerings
and
partnership
with
Seattle's
Best
Coffee
via
an
exclusive
interview
with
the
Associated
•
Press,
which
generated
significant
media
coverage
nationally.
Directed
an
"open
house"
for
key
media
for
the
grand
opening
of
the
company's
flagship
WHOPPER®
Bar
in
New
York
City,
providing
•
journalists
with
one-
on-
one
access
to
the
company's
lead
menu
innovation
executive
and
chef,
along
with
an
exclusive
product
tasting.
MICHELLE MIGUELEZ
Page
3
Media
coverage
included
a
live
segment
on
Fox
Business
and
placements
in
The
Huffington
Post,
Dow
Jones
Newswires,
Nation's
Restaurant
News,
Serious
Eats,
Reuters,
and
Gothamist,
among
others.
Managed
the
launch
of
the
new
BK®
Breakfast
Menu
and
held
a
private
tasting
event
for
top-
tier
NY
media
outlets
and
bloggers,
•
resulting
in
more
than
85
million
impressions.
Promoted
news
on
the
company's
key
global
business
drivers,
including
market
entry
and
net
restaurant
growth
in
countries
such
as
•
Russia,
Brazil,
Canada
and
Singapore,
among
others.
Managed
strategic
internal
and
external
communications
efforts
on
behalf
of
the
HAVE
IT
YOUR
WAY®
Foundation,
Burger
King
•
Corporation's
philanthropic
arm,
resulting
in
positive
exposure
in
diverse
publications
and
media
outlets,
as
well
as
national
award
recognition
of
the
Foundation's
BK®
Scholars
program.
Developed
and
launched
comprehensive
turnkey
"The
King
is
in
Town"
public
relations
toolkit
for
BK®
franchisees
in
the
U.S.
Accessible
•
digitally
on
the
company's
intranet,
the
toolkit
provides
franchisees
with
media
relations
guidelines,
press
material
templates
and
in-
restaurant
promotional
ideas
that
can
be
easily
executed
at
the
local
level
to
help
drive
consumer
traffic
and
increase
sales.
Led
development
and
launch
of
the
company's
online
pressroom
on
www.bk.com.
•
Provided
ongoing
strategic
communications
support
and
conducted
proactive
media
outreach
for
BKC’s
diverse
executives
and
•
inclusion
initiatives,
resulting
in
industry
accolades
and
awards,
such
as
Business
Leader
South
Florida's
Women
Extraordinaire
Award,
National
Diversity
Council's
Glass
Ceiling
Award,
The
Network
Journal's
40
Under
Forty,
Latina
Magazine's
Corporate
Executive
of
the
Year
and
media
coverage
in
diverse
publications,
including
Black
Enterprise,
Diversity
Inc.,
Profiles
in
Diversity
Journal,
Hispanic
Business,
Poder,
LatinaStyle
and
others.
Established
and
executed
quarterly
inclusion
training
sessions
to
educate
corporate
and
field
employees
in
the
U.S.
about
the
•
company's
commitment
to
diversity
and
acceptance
within
the
BURGER
KING®
system
and
in
the
community.
Composed,
designed
and
published
multiple
system-
wide
publications,
which
served
as
platforms
to
communicate
business
strategies,
•
operations
programs
and
marketing
initiatives
to
the
BURGER
KING®
system
worldwide.
Formats
ranged
from
four-
color,
bi-
monthly
magazines
to
newspaper-
style
publications
to
weekly
digital
newsletters.
Expert
Software,
Inc.
Coral
Gables,
FL
1998 -
1999
Public
Relations
Manager
Summary
o f
R esponsibilities
&
A ccomplishments:
Generated
local
and
national
media
coverage
for
the
company's
new
products,
corporate
initiatives
and
community
involvement.
•
Managed
the
development,
implementation
and
launch
of
the
company's
consumer
website
and
online
store.
•
Developed
and
maintained
extensive
journalist
database
and
media
monitoring
system
for
the
brand.
•
Maritime
Telecommunications
Network
(MTN)
Miami,
FL
1997-
1998
Marketing
Services
Coordinator
Summary
of
Responsibilities
&
Accomplishments:
Coordinated
marketing
activities
and
developed
promotional
materials
for
five
company
divisions
in
the
U.S.
•
Managed
executive
involvement
and
company
exhibition
at
key
industry
tradeshows
throughout
the
year,
including
Seatrade
Cruise
•
Shipping
Convention,
Entelec
and
TechAdvantage.
Designed
collateral
material
with
compelling
messaging
promoting
MTN’s
onboard
phone
and
Internet
services
to
thousands
of
cruise
•
line
passengers
worldwide.
Progressive
Public
Relations,
Inc.
Miami
Beach,
FL
1995-
1997
Account
Executive
Summary
of
Responsibilities
&
Accomplishments:
Serviced
accounts
for
travel
and
tourism
clients
in
the
Caribbean
and
Latin
America,
including
luxury
hotel
properties
and
an
eco-
•
adventure
cruise
line.
Generated
editorial
placements
in
both
travel
and
consumer
publications
nationwide.
•
Organized
and
executed
press
trips/media
visits
for
multiple
clients.
•
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