POORNIMA SWAMINATHAN

Cypress, TX ***** 310-***-**** adtw5l@r.postjobfree.com www.linkedin.com/in/poornimaswaminathan

SUMMARY OF QUALIFICATIONS

Expert in creating and implementing strategic communications plans, including national and regional public relations campaigns for a variety of clients. Skills include: media relations, crisis communications, message development, writing and editing, event planning, media training, national and regional media tours, and script/speech writing.

PROFESSIONAL EXPERIENCE

Executive Director 8/20 – 12/20

East Harris County Manufacturers Assoc.(EHCMA) Pasadena, TX

•Provided leadership and oversight to strategic direction of EHCMA and day to day operations.

•Monitored and maintained the organization’s goals, annual budget and committees.

•Worked closely with EHCMA Executive Board to implement the mission and goals of the organization.

•Enhanced community outreach and strengthened partnerships with groups such as Texas Chemical Council, American Chemistry Council, Greater Houston Partnership and Regional Chambers.

•Planned, conducted and presided over EHCMA Board meetings.

•Provided guidance and support to EHCMA/industry programs, projects and issues including communication, emergency preparedness and community outreach.

•Responsible for the re-branding and marketing efforts of the organization.

•Supported workforce development efforts and programs on behalf of the industry.

Associate Vice Chancellor of Marketing & Communications 1/18 – 7/20

Lone Star College The Woodlands, TX

•Provided strategic vision to overall and cohesive marketing communications and branding of the college across the system and individual campuses.

•Managed and allocated $4 million budget in the most efficient and effective manner to ensure highest visibility for the college and best ROI.

•Developed strategic marketing communications plan annually in collaboration with campuses and agency partners that supported key priorities of the system.

•Built and maintained relationships with external partners including media and community stakeholders and developed opportunities for exposure of the college’s offerings, programs and impact on the surrounding communities.

•Lead, supervised and supported a team of 15 of marketing and communications professionals.

•Created and maintained crisis communication plan in collaboration with the department of emergency preparedness including but not limited to clear process and timing for issuing press releases, updating website and social media, distribution of mobile alerts and timing of press conferences and appropriate spokespersons. Also conducted annual media training for all C-suite and leadership in preparation for any media appearances especially related to emergency or crisis.

•Represented the college from a marketing and communications perspective in various settings including public, social and business events.

•Evaluated the competitive environment, key marketing strategies being utilized and provided direction to leadership based on those assessments.

•Stayed abreast and ahead of the curve as it relates to digital and social media marketing.

•Worked collaboratively with other internal departments, stakeholders and councils to provide visibility to marketing and communications and determine key synergies.

Public Relations Manager for Retail, North America 1/14 – 12/17

Shell Oil Company Houston, TX

•Involved in planning and support of annual central PR plans with budget of $2 million that included strategies to support key retail business initiatives in North America, such as fuels, loyalty and influencer program.

•Led $5 million PR campaign supporting the US launch of new premium fuel product, Shell V-Power Nitro+, resulting in $18.5 million PR value, nearly 600 million media impressions, and unprecedented Tier 1 media coverage for a Shell product launch.

•Responsible for premium fuel product launch event that included a kick-off event in Times Square with a pop-up Shell station hosted by Carson Daly, followed with a coast to coast relay with stops in Chicago at Soldier Field with Chicago Bear, Matt Forte, Las Vegas at the Ferrari Museum in the Wynn with Sugar Ray Leonard and Mario Andretti, and the finale in Los Angeles with Jay Leno at Jay Leno’s Garage, garnering media coverage from NBC News, USA Today, Fast Company, Extra and more.

•Handled external communications to meet business objectives while following Shell’s reputation standards.

•Managed agency relationships in both the U.S. and Canada.

•Oversaw PR event for re-launch of Shell’s loyalty program with the backdrop of Indy 500 and Coca-Cola 600 in an event dubbed “The Double,” where media had the chance to attend both races, speak to Shell’s top loyalty program customers and get exclusives around the re-launch, that provided all customers with an earn on fuel offer every time they fueled up at Shell.

•Determined and executed media activations targeting key influencers and media around Formula 1 races in North America to demonstrate the technical partnership between Ferrari and Shell as it relates to fuels development and bring the track to road story to life.

•Handled U.S. media relations activities and provide communications support in the event of a retail-led crisis.

•Oversaw Shell’s first ever Facebook Live as part of a media event to kick off Canada’s launch of the premium fuel product during the Montreal Grand Prix, where Ferrari Driver, Sebastian Vettel, took part in a Q&A around the relationship between Shell and Ferrari and the upcoming F1 race.

•Worked with corporate communications team to support communications surrounding events in the retail space.

•Identified marketing initiatives with strong public relations opportunities for retail and the wider organization and developed key materials where appropriate.

•Created communications materials including toolkits, key messages, press kits, fact sheets, holding statements, Q&As, etc.

•Supported social media focused on retail initiatives.

Marketing Communication Manager 8/13 – 12/13

Cardinal Health Houston, TX

•Created and managed the execution of communications plan for a new company policy supporting discount drug program for hospitals nationwide.

•Directed creative in the design/creation of b2b material for medical experts pitching Cardinal Health services.

•Created and implemented strategic communications plan for company’s internal communication efforts.

•Integral part of executive leadership team by developing and supporting CEOs internal and external communications, including company-wide e-news, blogs, emails and video messages.

•Created content and facilitated placing messaging from CEO and medical experts in key media platforms such as CEO Magazine, medical journals and social media

•Developed messaging for a variety of media channels to support key pharmaceutical offerings provided by Cardinal Health.

Public Relations Director 12/05 – 8/13

U.S. Professional Tennis Assoc. Houston, TX

•Provided strategic counsel with regard to how USPTA's communication efforts aligned with association’s overall mission. Determined annual communications and public relations plans.

•Provided media training to C-suite on annual basis along with counsel on how best to respond to events or situations that could impact brand reputation.

•Responsible for creating, executing and managing the campaigns of “That's Who We Are” and “Tennis for the health of it!”

•Maintained partnerships with the following organizations, built as a result of the above communications/PR campaigns: American College of Sports Medicine, International Health, Racquet & Sportsclub Association, Rally for the Cure, TennisMD.com. and Zina Garrison's All Court Tennis Academy.

•Handled day-to-day public relations needs of 17 divisions including, writing press releases and articles, press release distribution, updating association's website, pitching, messaging for public announcements and representing the association in interviews as a spokesperson.

•Extensively involved in creating and developing written content for external and internal audiences, including press kits, press releases, marketing materials, general information pieces on the association and programs, articles, video messages and speeches from CEO, e-newsletters, whitepapers, etc.

•Lead efforts to build presence on social networking sites such as Facebook and Twitter, as a way to communicate with members, reach new markets and promote the USPTA. Efforts on social media have led to a following of nearly 7,500 on Facebook and 4,000 on Twitter.

•Designed advertising materials and negotiated ad buys and placement.

•Tracked, assessed and evaluated publicity efforts and impact of campaigns for specific programs and events to determine if goals and objectives are met and how the results impacted the bottom line.

•Oversaw association's annual awards program to honor recipients at USPTA's annual world conference

Account Manager 8/2005 – 11/2005 (contract position)

Fogarty Klein Monroe Houston, TX

•Handled publicity, media relations, and event planning for Grand Prix of Houston press conference.

•In charge of trade show set-up for client, ESP Systems (creators of new restaurant technology) for their launch of high-tech, wireless device guaranteed to improve service in the restaurant industry.

•Created press kit materials and pitched a variety of stories for client, Wholesome Sweeteners.

Program Associate 3/2005 – 8/2005

Texas High School Project Dallas, TX

•Developed communications/marketing materials such as brochure, one-page overview, and website content.

•Served on event planning committee for Entrepreneur’s Foundation of Texas annual event honoring Roger Staubach.

•Handled corporate event planning including advisory committee meetings and educational conferences.

Community Relations Coordinator 7/2000 – 11/2004

Los Angeles Lakers Los Angeles, CA

•Served as publicity manager for all team community events and functioned as a liaison between athletes, the community and media.

•Handled internal and external communications with regard to community relations efforts: wrote articles for Lakers website, online newsletter and media guide highlighting community events, designed annual community relations brochure, and maintained and updated community relations aspect of website.

•Created and served as project manager for development of a speakers' bureau that arranged for executives to speak to organizations and schools.

•Launched a volunteer program for staff to assist at various non-profits monthly, and a student and teacher of the month program for local elementary schools.

•Developed partnerships with local organizations throughout Los Angeles, such as Boys & Girls Clubs, YMCAs and L.A. Food Bank for purposes of expanding team's outreach efforts.

•Served as event manager for both community events with a variety of non-profits around Los Angeles and in-arena events, such as Lakers annual open practice for more than 600 local elementary school students and promotional giveaways at home games at STAPLES Center for more than 18,000 fans.

•Coordinated game-night activities including silent auctions, meet and greets, special wishes (Make-A-Wish Foundation), and on-court presentations/activities.

•Tripled revenue at game-night silent auction by raising over $225,000 for Lakers Youth Foundation.

•Supervised department staff in the office and on game nights.

•Contributed writing to Lakers publications including newsletter and media guides.

•Interviewed coaches and players to obtain post-game quotes for beat writers' use.

•Assisted in maintaining team statistics used by coaches and media.

EDUCATION

M.A., Communication Management, University of Southern California (May 2003)

B.A., Communications (Public Relations), California State University, Fullerton (Aug. 2000)

Graduated Magna Cum Laude

COMPUTER SKILLS

MS Office, MS Excel, MS PowerPoint, Adobe InDesign, Adobe Photoshop, and Adobe Acrobat

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