Social Media Executive Assistant

CAROLYN HAYES

**************@*****.*** 404-***-**** Atlanta, Georgia www.linkedin.com/in/carolynbhayes/ CAREER SUMMARY

Award winning marketing executive with extensive experience leading integrated marketing initiatives with a focus on multi- media campaigns, experiential promotions, and event management. Results driven and accomplished leader with a reputation for idea generation, flawless event management and leveraging research to create initiatives that extend across traditional and new media platforms.

STRENGTHS

• Conceptualize and execute award winning, press driven experiential campaigns

• Partnership development and management

• Event development, management and execution

• Project and budget management

• Strategic planning

• Collaboration and communication

PROFESSIONAL EXPERIENCE

Marketing Segment Lead Entertainment, Barco (2018-Present) Lead the development and execution of B2B marketing programs, promotions and communications, building into the overall marketing strategy for Barco solutions and partnerships.

• Develop, execute and manage B2B LeadGen marketing strategies and campaigns to deliver MQLs and drive sales for Barco sales teams in Enterprise and Entertainment segments.

• Develop partnership programs with film and television studios, creating awareness for brand.

• Creating brand communications to support sales efforts and in keeping the brand voice, telling the brand progression story to a B2B audience.

• Partnership excellence through cross-functional collaboration with both internal and external parties. Manager, Crowne Plaza B2B Marketing for Crowne Plaza, IHG (2016-2018) Led the development and execution of B2B marketing programs, promotions and communications, building into the overall marketing strategy for the Crowne Plaza brand, supporting IHG Americas Sales initiatives.

• Developed, executed and managed promotions for Crowne Plaza Groups & Meetings sales segments earning roughly $3M in incremental revenue for brand.

• Developed Loyalty programs for Managed Accounts, earning incremental revenue and increasing Loyalty contribution for brand.

• Represented B2B brand initiatives to hotel partners and creating educational materials to both internal and external partners.

• Developed formulaic cost models for loyalty and G&M promotions, accounting for variable audience size, open rate, registration, fulfillment, discount costs and breakage. Senior Manager, Ad Trade Marketing, Cartoon Network & Adult Swim (2015-2016) Led development and execution of ad trade projects including television Upfront and trade industry events, as well as ad sales road shows.

• Developed, managed and produced a high profile executive trade event with stage presentation at national trade show by managing script development, sourcing event assets, managing multiple agencies, producing ROS, stage direction and on site schedules.

• Led management of multiple groups including senior leadership, ad sales executives, creative teams, network talent, public relations, research and external vendors in strategic development and execution of major television Upfront event consisting of over 2,000 guests.

• Led development and execution of event featuring internationally recognized music entertainer, manage a nearly 4,000-person invitation list, and manage multiple vendors and creative activations.

• Drove communication with internal parties and external agencies

• Developed and executed event logistics

• Management of on-site staff

• Reconciled budget, developed post-mortem documents and determine best practices for future events

• Led collaboration of senior network leadership and ad sales executives in the planning and execution of 2016 CN and ADSM Roadshows.

• Drove development and collaborated with sales team to formulate key sales messaging for national sales presentations. CAROLYN HAYES PAGE TWO

Senior Marketing Manager, TNT Scripted Originals (2009-2015) Developed marketing campaigns and strategic partnerships that drove awareness and ratings for key programming priorities.

● Created and implemented experiential campaigns that delivered up to 230 million incremental impressions with press and media extensions.

● Delivered off-channel network promotions, ad sales and affiliate partnerships that garnered up to $3 million in cross promotional value with nominal budget.

● Increased social platform engagement by 5,000% resulting reach of over 20 million impressions.

● Developed and spearheaded consumer promotion that Ad Age deemed one of Marketing’s Most Memorable Experiential Moves. http://adage.com/article/agency-news/15-marketing-s-memorable-experiential-moves/291975/

● Selected to spearhead, plan and execute the first multi-show press junket for the network. Organized and managed teams for five key series, developed budget and implemented a three day press event.

● Established and nurtured key partnerships with national brands increasing campaign reach.

● Created inventive advertising approaches, from high-impact event sponsorships to viral stunts encouraging social engagement.

● Utilized excellent project management, prioritization and organizational skills to manage cross functional teams to develop, plan and execute campaign related events, deliver results-driven campaigns, compelling creative executions and press- worthy promotions.

● Developed and implemented experiential based promotions strengthening brand awareness, enhancing brand reach and cultivating talent and partner relations.

● Spearheaded award-winning marketing for The Closer, Saving Grace, Rizzoli & Isles, Major Crimes, and Dallas. Marketing Manager, Turner Entertainment Networks (2003-2009) Spearheaded the vision, planning and execution of high-impact marketing campaigns that drove ratings for original and acquired series, and movie premieres on TNT, TBS and TCM.

● Partnership development with top, national brands including QVC, American Greetings and Hyatt Hotels for priority programming, resulting in delivery of up to $1 million reciprocal media value and 10 million incremental media impressions.

● Conceptualized and executed key promotional campaigns for season four of The Closer and season two of Saving Grace. Efforts resulted in the #1 and #2 cable series of the year.

● Key contact for Johnson & Johnson Spotlight Presentation movie franchise. Spearheaded and managed promotional plans for The Wool Cap and The Ron Clark Story that earned TNT #1 series claims for each show, as well as various award nominations and wins.

● Collaborated with both internal and external partners to provide creative direction, ensure brand consistency, develop promotional strategies, and develop campaign collateral including high impact print, magazine advertorials, compelling out of home executions and press kits.

● Directed planning and execution of comprehensive radio plans including radio endorsements, which resulted in incremental media value and increased impressions for each series.

● Pioneered innovative partnership with BeliefNet.com for TNT’s Saving Grace. Partnership broadened exposure for the series to key audience segment and earned TNT an AMY Award for promotional concept and execution. PREVIOUS PROFESSIONAL EXPERIENCE

Assistant Promotion & Marketing Manager. Turner Entertainment Developed and executed key marketing partnerships with America West Airlines, Ancestry.com, national hotel chains, Stone Mountain Park, the Atlanta History Center and the US Mint that increased consumer awareness and reach for INTO THE WEST. Formed key promotional

partnership with Martha Stewart Living for 31 Days of Oscar. TBS CORPORATE OFFICES

Executive Assistant, Ted Turner Office Suite and EA to President and COO of Turner Broadcasting Recognized for professionalism, efficiency and effectiveness. Selected to assist top corporate executives throughout corporate restructures. Planned all executive presentations and correspondence, coordinated and implemented high-level board and management meetings with C-Suite executives, managed all schedules and travel and assisted with special projects, as needed. Executive Assistant, TURNER WORLDWIDE DISTRIBUTION Identified as a leader in the role. Selected to organize both internal and off-site events for senior management and for 250+ staff.

EDUCATION

Bachelor of Arts, Mass Communications/ Sequence Specialty – Advertising & Marketing University of South Florida, Tampa, FL

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ADDITIONAL HONORS & AWARDS

● 2014 Grand Key Art Award Experiential Engagement, TNT’s Dallas Ewing Energies Gas Station Takeover in Manhattan

● 2013 EFFIE Finalist, Dallas on TNT

● 2013 AMY Award, Best Integrated Marketing Campaign, Dallas on TNT

● 2013 Bronze Key Art Award, Social Media Campaign, TNT’s Dallas Facebook Timeline

● 2013 Gold Facebook Studio Award, TNT’s Dallas Facebook Timeline

● 2013 Gold Mark Award Social Media/Viral Campaign, TNT’s Dallas Facebook Timeline

● 2013 Gold Mark Award Experiential Marketing, TNT’s Dallas and Jet Blue Partnership

● 2013 Bronze Mark Award Multimedia Campaign ($1-$10 million), TNT’s Dallas Social by Design Campaign

● 2013 Promax Finalist Channel/Content Online Marketing/Advertising, TNT’s Mob City: “Adaptweetion”

● 2013 Bronze Reggie Award, TNT’s Dallas Rise to Power Social Media Game

● 2012 Bronze Key Art Award Innovative Media, TNT’s Dallas Living Billboard

● 2011 Silver Mark Award Partnership with Non-Profit Organization, Multi-media campaign, TNT’s The Closer American Greetings Partnership

● 2007 AMY Award, TNT’s Saving Grace, Social Media Campaign MEMBERSHIPS & PROFESSIONAL DEVELOPMENT (2000-2016) Turner Broadcasting KEYS Graduate and Member, Application Committee (2009-2011) Turner Broadcasting Management Essentials Course Graduate (2013) Academy of Television Arts and Sciences (ATAS), PROMAX BDA – International Association for Marketing Professionals, American Marketing Association, Cable and Telecommunications Association for Marketing, CTAM, Women in Cable Television, WICT

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