Sales Manager
Resume:
SHANNON LAWRENCE
********************@*****.***
SUMMARY
Innovative and results-driven professional with experience impacting top
organizations through execution of high-impact traditional and digital
marketing strategies. Expertise in major events and program development
with a proven track record delivering exceptional results through project
management, public and media relations, and relationship management.
Ability to work independently and under pressure, consistently meet
deadlines, and function as a facilitator, communicator, project manager,
coach, and bridge builder to accomplish the essential functions of the
role. Possess excellent analytical and strategic thinking capabilities and
superior organizational and time management skills.
EXPERIENCE
GENERAL GROWTH PROPERTIES, NorthTown and Spokane Valley Malls, Spokane,
Washington
Marketing Manager, 2013-2014
Developed and managed major events and programs and generated substantial
economic and social impact for two mall properties and over 125 retailers.
Analyzed data from consumer research team to develop and execute center
marketing plans. Maintained event space, booked and managed third party
events, and collaborated with sales teams in order to identify new streams
of revenue. Identified the most relevant outside events/venues to market
the mall properties and retail offerings and developed creative and
interactive programs in order to connect with audiences and achieve program
objectives. Directed administrative personnel and event teams and drove
communications and marketing strategies to support business goals.
Developed mutually beneficial partnerships with area businesses, sports
teams, schools and venues in order to cross market and promote the mall
properties and retailers. Developed social media campaigns and programs and
partnered with area schools and businesses to engage students and
consumers. Collaborated with corporate and local event, marketing and sales
teams in order to tailor messaging, offers, strategies and programs as
needed for the local market to maximize participation and response.
Utilized resources and analyzed data provided by community organizations,
government institutions, sales teams and retailers to enhance event
marketing campaigns and programs.
. Increased participation in loyalty program by 25% through identifying
community and industry events and developing interactive programs and
contests to engage customers.
. Successfully managed 50 plus events per year often occurring
simultaneously at multiple venues and locations.
. Initiated new research on Canadian and regional tourism for the
leasing team, cultivated strong relationships with key tourism
contacts and developed events specifically designed for those
partners, which resulted in steadily increased traffic from prior
year.
. Worked closely with hotel partners to develop "Shop & Stay" programs
and packages, produced promotional items and swag bags distributed by
hotel partners and provided concierge services to shoppers as part of
the promotional package. Program received an approval rating of 96%
and retailers reported a 28% increase in sales during program
activation.
FOREST LAWN MEMORIAL PARKS, Glendale, California
Event Manager and Program Coordinator, 2007-2012
Developed and managed event marketing and communications programs directed
toward strategic business and organizational objectives for seven Forest
Lawn locations across southern California. Coordinated with executives,
department heads and project teams at all locations, led project meetings,
established goals and timelines and conducted post project evaluations.
Researched suitable public and private sector partners, sponsors and
participants for events and projects and effectively used traditional and
digital marketing strategies to ensure maximum ROI. Collaborated with
regional Vice Presidents, corporate executives and marketing team to
develop event and program strategies in order to increase brand awareness
and to transition into new markets. Assisted sales directors and sales reps
at multiple locations with lead generation and sales by researching,
identifying and securing participation in community events and programs.
Worked with area schools, educators, media, business partners and community
groups to effectively promote and generate involvement in Forest Lawn
sponsored educational programs, "History Comes Alive." Responsible for
recruiting, interviewing and hiring program participants, contract
negotiations and development, and working with administrators and
government officials in order to secure funding and provide transportation
for school groups. Represented the organization at government meetings and
functions, chamber mixers and programs, community events and spoke on the
organizations' behalf. Created content, wrote press releases, initiated
interviews and generated year end reports.
. Successfully produced high-profile Memorial Day observances in
collaboration with military institutions and personnel, veterans
groups, local governments and community organizations, which took
place simultaneously at multiple locations with total attendance of at
least 10,000. Cross-marketed this observance as a community festival
with vendors and military exhibits, resulting in increased traffic and
sales lead generation.
. Introduced new and diverse events at two locations, resulting in
successful entry into new markets, improved community outreach and
increased traffic and revenue growth.
. Negotiated contracts and rates with vendors and service providers in
most cases reducing costs by 25%.
MARSHALL HOWARD & ASSOCIATES, Canoga Park, California
Event Director, 2004-2007
Developed and managed Golf tournaments and third party events to secure
donations and cultivate potential donors for non-profit organizations such
as the American Cancer Society, Big Brothers Big Sisters, and the Salvation
Army nationwide. Responsible for event budgets, including tracking,
reconciling and compiling data in order to provide clients with
recommendations on how to cut costs and increase revenue. Identified
donors, sponsors and volunteers, led project meetings, established goals
and timelines, planned and managed third party events and conducted
volunteer recruitment and training. Developed relationships with local
businesses and national organizations in order to promote events and
solicit items for silent and live auctions. Acted as the primary vendor
contact and negotiated rates and fees with multiple vendors to ensure
clients produced high-quality events at low costs in order to maximize
fundraising efficiency. Received and processed all tournament
registrations, updated and maintained databases and supplied venues with
meal guarantees, attendee counts and special needs requests. Oversaw the
design and development of signage and printed materials. Worked with third
party vendors to secure promotional products, tee prize packages, gifts and
trophies. Secured airline, hotel and car reservations for out of town
attendees, management team and staff and maintained consistent
communication with clients, staff and venue contacts during the execution
of events to ensure all deliverables and timelines were met.
. Leveraged strengths in cost-effective marketing management and vendor
negotiations to end each year, on average of 15% under budget, without
compromising quality or success of events.
. Produced successful fundraising events with high-profile
organizations, such as the American Cancer Society, San Francisco Zoo,
Salvation Army, and Big Brothers Big Sisters to generate revenue and
cultivate new donors.
ADDITIONAL EXPERIENCE
YOUR GREAT EVENT, Glendale, California, Meeting/Event Planner, 2003-2004.
Provided logistical planning and support for meetings, events and
conferences and was responsible for building and maintaining client and
vendor relationships. Coordinated and confirmed meeting/event
specifications, to include menu selections, audio/visual requirements,
registration, volunteer recruitment and assignments, room set up and
creation of schematics and timelines. Acted as the primary point of contact
for participants and meeting stakeholders. Oversaw meeting/event
preparation, ordered supplies, packed and shipped event materials, staffed
events and managed onsite event registration. Assisted in the development
and management of program budgets, tracked expenses for event budget
reconciliation and paid and submitted invoices. Monitored event activities
to ensure compliance with applicable regulations and laws and satisfaction
of participants and resolved any issues that occurred. Demonstrated
success in problem-solving and streamlining efficiency of event teams and
vendor partners.
TALBOT DESIGN GROUP, Westlake Village, California, Creative Services
Manager, 2000-2003. Collaborated with design team and clients and oversaw
the creative design and production of print advertising, promotional
products, packaging, trademark graphics, collateral and signage. Managed
all client accounts, maintained budgets, monitored expenses and inventory,
negotiated rates with outside vendors and conducted client meetings.
Attended press checks and installations and developed copy for press
releases, websites, advertising and marketing materials, and external
news/media sources.
MEDIA RESULTS COMPANY, Thousand Oaks, California, Senior Media Buyer, 1998-
2000. Analyzed data and conducted research for clients in order to make
recommendations for program scheduling of their infomercial advertisements.
Successfully negotiated rates with television stations and rep firms, often
reducing costs up to 25%. Collaborated with colleagues across functions
and business units to increase speed of receivables and prevent delay of
pertinent programming information. Made recommendations for ad placements
and prepared advertising schedules. Developed system to track station
errors and cancellations in order to recoup credits, in some cases
amounting to $15,000 a month.
EDUCATION
CALIFORNIA LUTHERAN UNIVERSITY, Thousand Oaks, California
B.A., Communications, 2000
PROFESSIONAL DEVELOPMENT
Project Management IT, IS Professionals' Certificate
Mastering Project Management Certificate
Project Management Professional Exam Prep Course, In-progress
CMP, In-progress
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