Highly motivated, intuitive, and creative Marketing Executive, with over 15 years industry experience. Possesses an innate capability to create innovative marketing solutions that drive positive results. Enjoys identifying the clients’ needs and delivering practical short- and long-term solutions. Especially adept at managing complex projects while also developing key stakeholder relationships.
A positive, enthusiastic and energetic and proven leader with an emphasis on utilizing the strengths of colleagues and creating an environment of collaboration and forward-thinking ideas. Now looking for a role to utilize brand positioning, media planning, and/or campaign analysis/optimization expertise. PROFESSIONAL EXPERIENCE
DIRECTOR OF MARKETING
TROPIC OCEAN AIRWAYS FORT LAUDERDALE FLORIDA 2018 - 2019
Oversaw implementation of the Marketing strategy - including campaigns, events, digital marketing, and PR.
Created a brand plan and strategy; ensuring all aspects of the products, services and activities are aligned with the ethos and goals of the brand.
Analyzed and optimized current strategy and highlighting areas of weaknesses or conflicting messages.
Developed the marketing strategy for new and existing products.
Working closely with the company’s Sales team; enabling them to meet their commercial objectives by providing them with appropriate tools, materials and resources
Guiding the day to day activities of the marketing team and agency partners.
Maximizing the use of company CRM and other marketing assets such as digital customer acquisition and social media marketing.
Analyze potential strategic partner relationships for company marketing.
Seek out new marketing opportunities that fit with the brand and maximizing all opportunities for growth.
MANAGER, SALES CO-OP MARKETING
ROYAL CARIBBEAN INTERNATIONAL MIAMI, FL 2014 – 2018
Direct regional co-op marketing strategy and execution and $9M marketing budget spend.
Developed and implemented new process for co-op marketing review, which includes in-depth media evaluation and determine the fair co-op contribution to the marketing effort.
Manage field sales co-op budget allocation and spend to drive most profitable return on investment. Increased ROI on co-op marketing media spend by at least 10% for 3 years consecutively.
Create and manage integrated, multi-channel, regional co-op marketing campaigns with Key National Accounts. Manage all aspects of marketing campaign including media buy, creative development, tracking and reporting of success metrics
Utilize marketing analytics to drive co-op strategy and processes.
Provide data to the leadership teams to help support tactics that drive the highest ROI and share best practices across the organization.
Directed and managed
o Macy’s Parade partnership including float
design and entertainment marketing/PR
o Multi-million-dollar Dining and Culinary
media partnership with FoodandWine.com.
o Media integration with sweepstakes to
increase brand awareness in Canada with
Produced two short films starring Jenny
McCarthy, Dean Cain and Josh Brolin
Drove 13 million media impressions through
targeted PR and social influencer plan in 30
BRAND STRATEGY & MANAGEMENT
Leverage insights from marketing trends,
competitive analysis and other factors to
increase brand awareness and preference.
Develop and implement integrated marketing
plans across media channels
Design and implement sales co-op marketing
plan to drive revenue goals.
Manage creative, media, PR and digital
Design strategic and tactical media plans
driving to incremental revenue growth.
Utilize key insights to identify appropriate
media spend and tactics to meet or exceed
ADELINE “ADDY” LUBIN CONTACT
MASTER BRAND STORYTELLER ● CHIEF CONTENT Telephone: 786-***-**** CURATOR ● CREATOR OF OPPORTUNITIES
SR. ACCOUNT EXEC., TRADE ADVERTISING AND REGIONAL
ROYAL CARIBBEAN INTERNATIONAL MIAMI, FL 2013 – 2014 Develop and implement marketing media and creative plans for trade communications and consumer regional marketing campaigns.
Managed monthly forecasting, billing and invoicing for a $1m trade production and media budget.
Created trade advertising, educational tools, collateral and promotions
Main point of contact for sales and revenue department for all trade communications and key liaison for national accounts and field sales teams in disseminating brand consistent consumer facing marketing materials through sales channels.
Provided content and creative direction to external media agency, analyzed media recommendations, and managed and executed trade media plans.
Managed internal creative studio team and advertising agency responsible for print and online trade creative communications.
Developed and executed regional marketing programs, and corresponding media buys, with creative for radio, out of home and online.
ACCOUNT EXECUTIVE, MEDIA PRODUCTION/BRAND MANAGEMENT ROYAL CARIBBEAN INTERNATIONAL MIAMI, FL 2009 – 2013 Responsible for execution of brand strategy, integration of company-wide initiatives and the production of marketing assets.
Executed all aspects of creative productions including budget, creative development, shooting schedule and logistics, and obtaining necessary approvals and clearances. Managed creative and media agency timelines and workflow and oversaw creative agency and directors/photographers on shoots.
Collaborated with internal Marketing teams to develop integrated marketing plans for program launches.
Executed consumer advertising and internal employee engagement for two major brand advertising campaigns. Produced seed videos and developed television commercials and photography assets.
Developed creative and media channel strategies to ensure maximum ROI and drive demand, and managed tactical promotions to drive awareness and increase revenue as needed.
Ensured global brand integrity in supporting global market asset acquisition and development.
Developed travel agent-specific creative for television, online and radio advertising assets, along with print creative in publication to increase brand preference among travel agents and generate added value opportunities within the travel agent community.
Managed the execution of partnership with Macy’s Parade Group including float design and creation and company-focused parade marketing plan.
Managed major advertising and awareness campaign around dining and culinary to support multi-million-dollar investment in dining onboard. Produced 8 videos for online media buy with FoodandWine.com, developed onboard collateral and signage and developed creative for dining microsite.
Managed sweepstakes activation to increase brand awareness in Canada in partnership with ET Canada.
ACCOUNT EXECUTIVE, NEWSPAPER ADVERTISING
ROYAL CARIBBEAN INTERNATIONAL MIAMI, FL 2005 – 2009 Developed and executed marketing, creative and media plans for the consumer newspaper program ensuring consistency and alignment with product category strategy.
Managed $5 million newspaper advertising budget.
Managed newspaper co-op program provided support for all trade marketing promotions and initiatives and executed creative development for print ads.
Evaluated and identified travel agent partners to participate in co-op advertising in newspaper.
Identified top markets and segments for advertising effort and developed advertising strategies in collaboration with revenue partners to increase revenue and brand awareness and maximize ROI.
Managed media flight for advertising, monthly forecasts, invoices and billing.
Maximize strategic partnerships to drive brand
awareness among prospects and fans
Manage media and PR agency for optimal
Use Key insights to develop strategic and
tactical creative plans.
Manage internal and external creative agencies.
Execute new branding campaigns for internal
and external customers.
Developed assets for integrated multi-channel
campaigns - including design, layout and
Ensure brand compliance and consistency in
Market research and benchmarking of target
markets, analysis of company products in
relation to competitors.
Increased ROI on marketing dollars by 12%
through campaign management, optimization,
technology and process developments.
Developed tools to model and identity new