Marketing and Media Relations Manager

Joel Mayoral, MBA

****.*******@*****.*** 661-***-**** Greater Los Angeles Area linkedin.com/in/joel-mayoral SUMMARY

MARKETING MANAGEMENT DIGITAL STRATEGY ADVERTISING MEDIA RELATIONS STRATEGIC PLANNING Accomplished marketing and media relations manager with ten years’ experience in all aspects of marketing, advertising, public relations, event planning, and management. Excel in creating, crafting and launching multiple campaigns and managing multiple projects concurrently with strong detail, problem solving, and follow-through capabilities. Demonstrated ability to manage and motivate teams that achieve results through cohesion, efficiency and budget reduction. Dedicated to optimizing marketing and overall business operations focusing solution-driven initiatives that align with short-term and long-term strategy of brand represented.

Brand Management

Growth Strategy

Behavioral Targeting

Multi-channel Marketing

Fluent in Spanish

Competitive Analysis

Marketing Automation

Commercialization

Social Media Marketing

Digital Marketing

Communications

Product Marketing

Cost Containment

Content Creation

Data-Analytics

AWARDS & RECOGNITION

Security Industry Association “Rising Star” Award- Award for emerging leaders in security industry under 40 Delta Mu Delta- Recognized member of business honor society that recognizes academic excellence in graduate programs NOTABLE ACCOMPLISHMENTS

Created, planned and launched sales and marketing unification process for strategic shift from traditional marketing to data-driven inbound strategy successfully reducing cost by 85%.

Grew digital presence by 50% and developed demand generation by 200+ monthly leads contributing to a 12% growth.

Strengthen PR efforts to deliver audience reach of 3.132 billion for FY2019 a 5% year over year reach in first year.

Developed and launched new product commercialization plan and process that overlaps with engineering, finance and production to improve time-to-market and overall new product development.

Championed and implemented action plan to ensure compliance of emerging consumer privacy protection regulations.

Collaborated with a global distribution network of 100+ distributors to update distributor support model and streamlined websites development that resulted in 50% cost reduction.

PROFESSIONAL EXPERIENCE

CAPSTONE TURBINE CORPORATION, Van Nuys, CA. 2018 – 2019 Marketing and Media Relations Manager

Led strategic marketing, demand generation and growth efforts driving brand awareness and technology adoption in six market verticals.

Coordinated with the sales team and other departments to produce effective strategies and deliver leads to regional sales team and distributor network.

Collaborated with a global distribution network of 100+ distributors to unify branding efforts and create a cohesive brand under common brand and new guidelines.

Oversaw all marketing campaigns and coordinate project queue ensuring team meets deadlines and completes necessary tasks.

Directed collaboration between in-house team, agency providers, freelancers and other suppliers, including contract negotiation, day-to- day directive, expense approval and reporting.

Strengthened PR efforts with leading industry publications for print, digital and out off-home efforts attaining a potential customer reach of 3.13 billion for fiscal year 2019 (Meltwater).

Generated content for publishing in industry leading-publications and outlets; case studies, white papers and presentations for marketing promotions and sales support.

Maintained marketing budgets of $1.3 million for fiscal year 2019 ($2.3 million planned for FY2020).

Managed global trade shows and events calendar and corresponding promotions for all industries to maintain cost, leads and metrics are in place to gauge effectiveness; negotiated meaningful sponsorship roles and speaking engagements.

Created campaigns and new product introductions to drive growth in emerging markets including high-growth cannabis industries.

Revamped distributor support model and websites to devise alternate solution that resulted in 50% cost reduction.

Organized network of public officials, private stakeholders, and community groups to promote brand, clean energy and manufacturing in local and state.

Wrote press releases and media advisories to drive stock price, promoting the company’s sustainable business practices and driving additional sales.

Supported federal, state and international government affairs in Sacramento, CA involving periodic meetings and fundraisers in state capital.

JOEL MAYORAL ****.*******@*****.*** PAGE 2

LOUROE ELECTRONICS, Van Nuys, CA. 2014 – 2018

Marketing Communications Manager

Managed department efforts including oversight of external PR, advertising, creative agencies, marketing automation vendors and web development.

Executed the company’s marketing strategic plan and maintained department goals to expand market presence to 70 countries and increase profitability based key products sales and brand awareness to meet the company’s 5-10-15 year strategic plans.

Created, planned and launched internal and external process for strategic marketing shift from traditional-outdated marketing to data- driven inbound strategy successfully reducing cost by 85%.

Spearheaded the unification of sales and marketing through newly developed marketing-sales process effectively reducing gaps in lead hand-off, follow up and implementing first ROI tracking to shorten sales cycle.

Developed new product commercialization process that includes engineering, finance and production to improve time-to-market and reduced cost of new product development of 10+ products which include hardware, software and SAAS.

Maintained competitive product analysis and tailored market communications to overcome increased competitive threats from new products, competing technology and increased adoption challenge of audio and its legality.

Grew website content and presence by 35% to advance short-term company objectives and drive immediate leads to regional sales managers and distribution network.

Developed product positioning, packaging, and technical print materials for new distribution channels through eCommerce.

Supported trade association meetings and expositions to best promote product and anticipate market challenges.

Prepared educational brochures, catalogs, case studies, white papers, newsletters and other print collateral.

Promoted and served on local manufacturing council with local elected officials which serves to communicate, cultivate interest in local and U.S. based manufacturing.

ADMEDIA, Burbank, CA. 2011 – 2014

Marketing & Business Development Manager

Built effective affiliate network teams, managed multiple projects and supervised collaboration between departments in order to drive positive business growth.

Developed and created content and all necessary elements for strategic social media and digital marketing calendars that would connect with potential and existing customers.

Ensured production deadlines for all creative including testing for functionality, technical requirements and optimize using A/B testing.

Maintained relationships with key publishers in the online advertising industry including (Google AdWords, Amazon Advertising Platform, Bing, Facebook Ads, Double Click, etc.

Optimized social media channels (Facebook, Twitter, Instagram, LinkedIn, etc.) with scheduled posts and updates with the goal of driving customer actions such as calls, clicks or inquiries.

Proactively targeted and closed business opportunities with key brands, as well as public relations, social media, and digital agencies.

Analyzed digital trends in the industry to manage brand and new product development directly from CEO/Founder to better move the company forward including the development of new solutions that would keep company innovation moving forward.

Measured, tracked and reported results using Google Analytics/other tools to demonstrate effectiveness of deployed tactic as well as provide reports to provide up-to-date information to upper management. LOS ANGELES CLIPPERS, Los Angeles, CA. 2010 – 2011 Marketing Coordinator/ Intern

Details available on request

PHOENIX HOUSE OF CALIFORNIA, Lakeview Terrace, CA. 2009 – 2011 Marketing Coordinator

Details available on request

TECHNICAL SKILLS

Microsoft Office, Google certified in Fundamentals of Digital Marketing, Google AdWords and Analytics, Meltwater, Social Media Marketing specializing in Facebook, LinkedIn & Twitter, Adobe Creative Suite, Salesforce, SugarCRM Administrator, Pardot, WordPress, HubSpot certified in Inbound Marketing and Content Marketing

EDUCATION

Master of Business Administration, Marketing, University of Phoenix Bachelor of Science, Business Marketing, California State University, Northridge Graduate Marketing Certificate, University of Phoenix

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