Marketing and Event Director

Laurie L. McKain

Marietta, OH ***** • 304-***-****

***************@*****.***

www.linkedin.com/in/lauriemckain

Professional Profile

Accomplished professional with extensive experience managing operations associated with marketing, projects, events, logistics, branding, public relations, business / brand management, communications, data analysis, and budgeting.

Areas of Expertise

•Cross-functional Collaboration

•Sales & Marketing Plans

•Event Planning / Management

•Creative Marketing

•Brand Management

•Data Analysis

•Business and Lead Development

•Media & Public Relations

•Risk Management / Safety

•Contract Negotiation

•B2B Marketing

•Budgeting & Forecasting

•Strategic Communications

•Account Management

•Project & Timeline Management

•Sales / Revenue Maximization

•Customer Service & Client Relations

•Strategic Alliances / Partnerships

•Branding & Market Segmentation

•Team Leadership & Training

•RFP Development & Proposals

Career Experience

Director of Auxiliary Services, Marietta College – Marietta, OH 2007 – 2021

Key Contributions:

Detailed marketing professional that is a self-starter and highly organized.

Ensure strategic alignment with the institution’s mission through events with donors, clients, and conference/camp directors.

Compiled and analyzed data to determine success and areas of improvement for all projects and services.

●Wrote contracts and employed data driven reporting with statistics for over 110 annual meetings, events, conferences, and camps; generating $249K in revenue with an average YOY increase of 10% each year.

●Organized, planned, coordinated and present for all on campus and offsite events including evenings, weekends, and holidays to ensure a smooth logistically successful event including all critical, consistent, and clear communication with all parties/departments involved.

●Development of floor plans, boothing, tabling, logistics, and travel plans to create successful tradeshow and exhibition events.

●Stellar record of delivering diverse range of projects from initiation to finalization within defined scope, quality, timeline adherence (even in tight timelines), and budget, while meeting client requirements to achieve maximum satisfaction.

●Utilized negotiation and interpersonal skills to develop and maintain existing contracts with 110+ customers employing B2B marketing to achieve lead generation for new clients and robust plan to continually engage existing clients.

●Held regularly scheduled update meetings with Mailroom personnel and vendor representatives, such as Beverage Services, Dining Services, and Bookstore personnel with a keen focus on ensuring smooth running of daily operations including review of budgets and exceeding customer service expectations.

●Developed marketing and strategic plans for short term and long-range projections including next steps and areas of risk or investment for the department.

●Project managed the execution of new package locker system and scan-able mail system, which led to improving pickup and delivery of packages / mail across the college campus.

●Collaboration with Student Life, Brand Management and Marketing, Athletics, Admissions, Advancement, and the President’s office on a regular basis to ensure clear communication of marketing program, brand communication, and strategic alignment for each event.

●Leveraged leadership skills to steer a team of 15 individuals, four internal departments, and vendor(s) to manage project (for new school year) from inception to completion within defined scope and time.

●Deployed Event Pro system that facilitated staff, faculty, and students to use campus facilities and provided a calendar for campus events.

●Oversaw Parkhurst Dining Services and Catering, Barnes and Noble Booksellers, and Coca Cola Consolidated contracts.

●Explored best provider for the college campus by steering and developing four RFP processes for Dining Services, Mailroom, Bookstore, and Beverage Services.

●Communicated with internal and external stakeholders to identify needs, convey strategic plan, and provide relevant information regarding Auxiliary Services, employing strong defined problem-solving skills to ensure excellence in customer service with all clients and guests.

●Participated and organized annual trade show with information and displays and attended Conference Services and Auxiliary Services conferences, biannually.

●Developed sustainability plan for event vendors, clients, and guests directing and working with Physical Plant to implement, deliver and audit results for all events.

●Served as Board Member for the Marietta Visitors and Convention Bureau, member of the Marietta Area Chamber of Commerce, and appointed to the Marietta Mayor’s MATAC Committee (Marietta Alternative Transportation Activities Committee).

Key Responsibilities:

●Established and prepared goals, budget / forecasting, and ROI analysis for CFO, monthly, as well as presented revenue and data analysis, four times per year, including strategy to the Board of Directors providing future initiatives, advertising, B2B marketing programs to strengthen the college’s brand.

●Tracked KPI’s for my department and reported results to CFO and Board of Directors.

●Prepared, submitted, and followed purchase order approvals, accounting for all spending to ensure budget line adherence as well as expense report management.

●Negotiated prices with vendors to procure resources for events, camps, conferences, and meetings at an optimal rate that ultimately maximized ROI.

●Developed RFP’s including administration, committee determination, site visits, scoring, and presentations to identify the best possible vendor.

●Promoted college brand through brochures, literature, website, and custom logo apparel adhering to the college brand style guidelines.

●Acted as risk manager and go-to person for all claims associated with insurance portfolio including working with agents and damage recovery units to provide necessary information for each claim.

●Conducted background checks for all camp personnel and directors as well as Auxiliary Services temporary help.

●Coordinated annual “Year in Review” meetings with Dining Services, Bookstore, insurance carrier and Beverage Services provider to identify key success factors from preceding year, accuracy of reporting, and discuss renewals / contract terms.

●Fostered congenial and professional relationships with key customers, donors, and stakeholders, while providing top-notch customer service, including ensuring effective and consistent communication promoting the college’s mission using campus facilities as a conduit to engage donors and garner potential new students through every event on campus.

●Strong writing skills preparing proposals / agreements for new and existing customers, while addressing change requests and communicating key information to clients to ensure understanding by related parties including editing and proofing as well as collaboration with Counsel, as needed, to protect the institution and develop a final document.

●Complied with department / institutional guidelines, policies, and legislation for seamless workflow.

●Identified and resolved work-related issues by utilizing problem-solving skills.

●Managed oil and gas leases for the College including Division Orders and AFE submissions.

Marketing Manager, Charter Media – Parkersburg, WV 2005 – 2006

Key Contributions:

●Spearheaded marketing department for the ad sales division of Charter Communications managing all creative, promotions and positioning of brand, products, and services.

●Devised and implemented research and marketing strategies / plans to achieve exceptional results through B2B marketing.

●Utilized leadership attributes to direct a sales team of eight professionals for successful sales promotions, while overseeing sales promotion calendar containing new programs, features, and communicating expectations.

Key Responsibilities:

●Attended events and sales meetings in other markets; delivered PowerPoint presentations to raise customer awareness about services / products offered by the company.

●Determined and fixed product concerns while coordinating with account executives.

Marketing Director and Specialty Leasing Manager, Memorial Mall–Bayview Asset Management – Sheboygan, WI 2003 – 2005

Key Contributions:

●Managed specialty-leasing operations negotiated leases with potential tenants and interacted with clients for selling the Mall as per desired location.

●Established and executed marketing strategies, creative marketing campaigns, policies, and objectives to realize desired goals.

●Developed creative ideas to design logo for the Mall and “Be Your Best” marketing campaign which included all print, a social media plan, and electronic media.

●Identified and ensured timely resolution of financial / operational issues with landlord and Mall tenants.

●Led promotional campaigns to generate traffic and boost sales / revenue including loyalty programs for the Mall.

●Adept at determining ROI of events and B2B marketing to support leasing efforts.

Key Responsibilities:

●Tracked program performance and impact on designated market by conducting market analysis.

●Steered operations associated with media, public relations, market research, and marketing.

●Developed and coordinated advertising campaigns with advertising agency to create campaigns for branding and awareness, placed media buys, as well as designed / developed brochures, flyers, and other collaterals for events, image, and public relations to align with the mission and strategic plan of the Mall.

●Planned and organized photo shoots.

●Editing and proofing of collaterals to ensure quality and on time delivery of projects to meet determined deadlines.

●Created and administered budgets to track expenses, analyze income, and anticipate future financial needs.

●Planned / chaired events for community with the Sheboygan Area Chamber of Commerce and the Sheboygan Convention and Visitors Bureau.

●Built and strengthened long-term professional relationships with key customers and stakeholders through use of the Mall property collaborating with the community and Mall tenants.

●Additional Experience: Director of Media and Public Relations at Ohio Valley College Account Executive and Media Buyer at Shell and Miller Advertising Agency Marketing Director at Grand Central Mall

Education

Bachelor of Science in Business Administration – Major: Marketing

West Virginia University

Professional Conferences

Marketing, Event Planning, Research, Media, and Management, Member ACCED-I (Association of Collegiate Conference and Events Directors International), CCEP Candidate (Collegiate Conference and Events Professional), Member of NACAS (National Association of College Auxiliary Services)

Technical Skills

Microsoft Word, PowerPoint, Excel, Outlook, Teams and ZOOM

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