Marketing Management

Airenicque Reeves **********.*@*****.***

**** *. ****** *** ****, IL 60304 708-***-****

Summary of Qualifications

Talented, results oriented Marketing Professional with ability to thrive in a fast-paced and challenging environment. Demonstrated measurable success in delivering results in a consumer-focused marketing or advertising role. Possess solid understanding of multi-channel communications planning, online advertising, SEO, paid search advertising, affiliate marketing, offline marketing (TV, radio, direct mail and print) and analytics. A proven record of accomplishment in leading comprehensive marketing strategies in support of business goals and objectives with proven and measurable financial results. Self-disciplined and well organized, with an acute attention to detail. Solid leadership skills; able to build and guide top-performing marketing teams. Proven capabilities in communicating with senior management, advertising agencies, multiple vendors and internal departments to coordinate overall marketing efforts.

Direct Response Marketing/Lead Generation

Analytics

SEO

Project Management

Budget Management

Brand Management

Legal and Compliance Management

Online/Offline Advertising

Website Management (CMS)

Social Media

Program Launches

Operation Management

Vendor Management

Trade Shows

Professional Experience

Le Cordon Bleu Schaumburg, IL

Regional Marketing Manager July 2014 – Present

Manage an annual budget of $30 million dollars

Create annual marketing budget for eight campuses and deliver results that meet or exceed budget (management of cost per lead, cost per start and cost per enrollment/application)

Data analysis, performance tracking and interpreting web and media analytics and performance reports to support marketing strategies and collaborate optimize lead and spend performance.

Strategic planning, understanding how to apply market and audience insights to establish positioning, call to action and key messages that speak to the target audience.

Interpret analytics to inform marketing plans, tactics and creative initiatives.

Develop and execute integrated marketing plans across digital and direct response channels to achieve target number of leads and spend.

Marketing execution, project management and being accountable for performance results across clients.

Inspects marketing channels to ensure accuracy of all content.

Manage multiple concurrent projects and ensure delivery on time and within budget.

Manage budget allocations between marketing channels (online and offline).

Track and report campaign performance and budget.

Facilitate efforts and deliverables across teams in executing multi-channel marketing initiatives.

Act as liaison between campuses, partner agencies, execution team and management to ensure flawless communications and program execution.

Lead briefings to internal groups (creative, search marketing, online affiliates, database marketing and media) for new marketing initiatives.

Deltak Oakbrook, IL

Senior Brand Manager February 2013 – July 2014

Strategic planning, understanding how to apply market and audience insights to establish positioning, call to action and key messages that speak to the target audience.

Interpret analytics to inform marketing plans, tactics and creative initiatives.

Develop and execute integrated marketing plans across digital and direct response channels to achieve target number of leads.

Marketing execution, project management and being accountable for performance results across clients.

Facilitate briefings to internal groups (creative, search marketing, online affiliates, database marketing and media) for new marketing initiatives.

Orchestrate with internal team members to optimize performance across channels.

Adhere to partner institution brand standards across all marketing materials and channels.

Inspects marketing channels to ensure accuracy of all content.

Manage multiple concurrent projects and ensure delivery on time and within budget.

Data analysis, performance tracking and interpreting web and media analytics and performance reports to support marketing strategies and collaborate with central support team to maximize lead performance.

Manage budget allocations between marketing channels (Web, PPC, CPM, and email).

Track and report campaign performance and budget.

Relationship management, collaborating and communicating with operations leaders on account activities and lead quality.

Facilitate efforts and deliverables across teams in executing multi-channel marketing initiatives.

Act as liaison between internal/external clients, partner agencies, execution team and management to ensure flawless communications and program execution.

Federated Group, Inc. Arlington Heights, IL

Marketing Manager July 2012 – February 2013

Develop and execute business plans to grow sales into the retailer Private Label market, with primary emphasis on 3rd Party suppliers, managing to a prioritized list of agreed opportunities with colleagues in Foodservice, Category Development and Sales.

Support Key Account sales colleague(s) in developing business with direct, retailer accounts with trend information, competitive assessments, and compelling value propositions.

Monitor industry and consumer trends in Private Label. Understand and communicate the Private label value chain, key customer and competitive activities in the Private Label marketplace.

Actively pursue the development of alliances with key third party manufacturers and establish a “supplier of choice” positioning within this group of customers.

Manage participation and execution for 3 annual Buying Shows to ensure maximum lead generation.

Working with Category Development and Foodservice, track leads after each show to ensure appropriate follow up.

Deliver quarterly status report on tradeshow performance metrics and make recommendations for improvements.

Oversee logistics and coordination of tradeshow participation.

Drive collaboration within Marketing, Sales & CDG to develop and deliver new marketing messages at tradeshows and online events.

Develop individual show budgets and manage costs to maximize lead generation and ROI.

Manage relationships with key vendors (Exhibit house, transportation, promotional items, collateral fulfillment, etc.).

Lead the prioritization, facilitation and the execution of projects within cross-functional teams such as R&D, Operations, Finance, Creative Services and Sales teams according to product development needs.

Develop and assume responsibility within a timely manner for customer specific projects within the product categories as identified by the sales organization.

Develop supporting marketing elements such as corporate trade advertising, tradeshows and website.

Manage consumer promotions, trade advertising and sales collateral materials.

Kaplan Higher Education Chicago, IL

Regional Marketing Director May 2006 – June 2012

Manage 17 different campus entities, 5 different brands and all of the direct response lead generation efforts for each.

Manage development and execution of all offline marketing communications (inclusive of CRM, Acquisition, and retention activity).

Assess advertising performance through monitoring of key metrics and analysis of advertising results. Optimize efforts based on results.

Develop annual marketing plans for budgeting and monthly forecasting amounting to $35 million

Manage grassroots marketing and support local community relations efforts.

Manage online and offline communication programs: select appropriate media channels (e.g., TV, radio, direct mail, email campaigns, and social media), develop and implement internal and external programs, and monitor program effectiveness

Design, develop and produce communications by evaluating needs, designing strategies for target audiences, and crafting effective messaging.

Serve as agency contact and management for creative development, execution and media planning for online and offline campaigns.

Manage budgets and understands accounting processes, determine resources and allocate funds, monitor expenditures to budget targets and resolve discrepancies.

Establish advertising/mass marketing measurement goals aligned with the business and brand priorities.

Manage and establish working relationships with vendors and media agencies (e.g., suppliers, consultants, contracts, etc.).

Provide Senior Management with regular reporting and analysis of programs.

Call center management and support.

Identify opportunities that support business, brand and customers.

Creative Director

Accountable for the management of $10 million dollars in creative budget to drive direct response marketing programs and activities in addition to facilitating the introduction of new products, and managing digital asset management systems, and optimization of strategies to improve existing campaigns.

Re-branded marketing collateral to support business strategies, programs, products, and services offered at over 80 campuses and encompassing 15 brands.

Spearheaded and lead team efforts through focus group research and conceptualization of campaign results to highlight the tonality of coverage and the prominence of clients and/or campaign messages in online and offline media, including overseeing the development of television commercials, branded environments, campus websites, social media efforts, and special projects.

Liaison to internal and external business partners and resources, including advertising agencies, advertising managers, admissions and sales, senior management, accreditation and legal teams.

Researched and developed upgrades to web and print marketing campaigns.

Created print on demand print website, resulting in a cost saving of $750,000 within six months of implementation.

Managed internal and external creative teams totaling twenty people to ensure branding and direct response objectives were achieved within designated budgets and timeframes.

Marketing Project Manager

Lead campaign strategies including managing creative assets, new program launches and legal and compliance processes.

Develop and /or sign off on partner targeting strategies.

Oversee creative execution, brand continuity and compliance standards.

Manage and liaison to our external agencies.

Supervise the campaign timeline and milestones.

Lead reporting and analytics.

Update monthly dashboard.

Manage analytic campaign results request.

Coordinate sharing of business results and metrics.

Analyze results and take appropriate action (optimize).

Controls and Audit Management - Maintain audit tracking, enforce controls for compliance and data base protocol.

Launch and managed internal digital asset management system.

Demonstrate thought leadership - Ability to immerse oneself into our professional domain to search for and introduce new value added ideas.

Tribune Direct Marketing North Lake, IL

Account Executive 2005 – 2006

Successfully developed comprehensive expense control reports which were utilized by senior management and across numerous internal departments. .

Created research decks and flow charts for high level presentations. Controlled expense through the appropriate selecting and purchasing of services from qualified vendors.

Acted as single point of contact to assigned agency accounts to ensure seamless campaign planning, execution and optimization.

Discover Financial Service Riverwoods, IL

Direct Response Associate 2004 – 2005

Implemented and completed direct marketing programs resulting in 3% increase of customer base.

Played vital role as a consultant of creative design for marketing and channels.

Managed print, data file instruction, grid manipulation, managing of timelines, and financial processing.

Facilitated bidding, budgeting, price negotiation, and monthly financial reporting to present to superiors.

Tracked all retention marketing campaigns, analyzed responses, and created results report to increase productivity

Managed the overall scheduling, creative proofing, and print production accuracy of all retention marketing collateral.

Maintained and enforced brand guidelines and communicated style guide to the field for all retention campaigns.

Sears Hoffman Estates, IL

Assistant Production Manager 2001 – 2004

Managed print advertisement compliance standards and acted as an integral liaison to internal legal team.

Improved the production process through consistent research, recommendations, and the implementation of upgrades.

Management of multiple vendors in the advertising space through cost negotiation and execution of timeline delivery.

Education

Southern Illinois University - Carbondale Carbondale, IL

Bachelor of Science Major in Marketing 2001

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