Senior Communications Director

Joey L Leffel, M.A. 503-***-****

ORLANDO, FLORIDA **********@*****.***

Summary

Strategic Communications Leader with over 10 years of experience in developing and executing comprehensive communication plans. Proven expertise in Enterprise Transformation Management support, driving understanding of corporate transformation initiatives, and aligning communication strategy with business objectives. Highly skilled in clear messaging, compelling content, organizational updates, and storytelling across diverse audiences. Adept at managing a global editorial content calendar, supporting executive leaders, and thriving in a fast-paced, dynamic environment. Possesses strong capabilities in change communications, employee engagement, event management, and roadshows. SKILLS

● Master’s Degree - Management

● Strategic Communications: Communication Planning & Execution, Enterprise Transformation, Global Communication, Business Objectives Alignment, Corporate Messaging, Internal Communications, Executive Communications, Change Management, Vision & Ambition Awareness

● Content & Engagement: Messaging Development, Compelling Content, Organizational Updates, Storytelling, Content Distribution, Employee Engagement, Internal Brand Awareness, Event Management, Town Halls, Leadership Roadshows, Vendor Management, Content Editing & Review, Graphic Design (Adobe Creative Suite), Video and Multiplatform Content Production.

● Leadership & Analytics: Strategic Leadership, Supervisory Experience (+10 years), Cross-functional Collaboration, Client Partnerships, Stakeholder Management, Subject Matter Expertise, Communication Measurement, Data Analysis, Best Practices, Sound Business Judgment, Adaptability, Resourcefulness Professional Experience

Director of Marketing Medical Device Manufacturer Spire Integrated Solutions Orlando, FL Present

● Communications Director/Strategist: Developed and implemented communication objectives and plans, including strategies and tactics, directly supporting business priorities and transformation initiatives (local and global scope), ensuring strong alignment with corporate goals and messaging.

● Leadership: Hands-on director of a global team of 5 communications specialists, providing direction, mentorship, and guidance for on-time project execution.

● Content Marketing: Crafts clear, engaging, and effective communication content and messaging that resonates with various employee audiences, successfully translating complex ideas into new and engaging formats.

● Content strategy: Directed the digital, print, and social media, increasing website traffic by 36% and generating a 33% increase in organic site visitors within 1 year. Proactively identified, sourced, and developed impactful stories reflecting transformation wins for use across diverse mediums and formats.

● Content Distribution: Spearheads all corporate messaging, effectively delivered through multiple channels and formats, to reach key audiences.

● Transformation-related internal events: Responsible for start-to-finish planning and execution of significant events, focusing on employee engagement and town halls, and leadership roadshows.

● Relationship building: Fosters effective relationships with key client groups and divisional partners, leading and managing cross-functional task forces that have elevated transformation communications initiatives.

● Subject matter expertise: Provides leadership, support, and subject matter expertise (SME) to internal and external teams and global stakeholders.

● Data analytics: Evaluates and monitors communication data (e.g., email analytics, social media engagement, web platforms) to assess impact and refine communication strategies, consistently demonstrating continuous improvement and engagement.

Director of Marketing Manufacturing Startup Gold Heat Radiant Floor Heating Portland, OR 1/2020 - 5/2022

● Go-to-Market Hired to develop and lead the Gold Heat brand launch at NAHB and KBIS, generating excitement that attracted 300 booth leads and influencer partnerships with dealers, installers, interior designers, and architects.

● Department Start Up Built the marketing department from the ground up.

● Strategic Communications In a resource-constrained start-up environment, successfully established a strong brand identity and positioned the CEO as a thought leader in the home-building industry through strategic PR, media relations, and community engagement.

● SEO Developed and implemented a link-building strategy that resulted in a 20% increase in referring domains, driving a 15% rise in organic traffic.

● Public Relations Managed media and public relations; first year securing 35+ public appearances by the CEO.

● On-Site Dealer Optimization Created dedicated location pages on the Gold Heat website and consulted dealers on Mobile and SEO Optimization.

● Lead Generation Generated over 300 qualified leads during a regional home improvement event, which involved actively engaging with potential customers, scheduling appointments for consultations, and ensuring efficient lead capture and follow-up.

● Digital Marketing Expertise PPC, SEO, SEM, email, video/commercials, webinar, and social media marketing.

● Traditional Media Built 5 strategic marketing partnerships with home improvement influencers that helped me produce high-impact presentations, TV and YouTube commercials, testimonials, and media/print placements, and managed press-related events that skyrocketed the kickoff to my go-to-market strategy.

● Storytelling/Content Marketing Established a strong content foundation as the company's sole producer. Developed and executed a multi-platform content strategy encompassing attention-grabbing website copy, blog posts, infographics, and social media content that fostered audience trust and positioned the company as an expert in the industry.

● Event Director Start-to-finish direction and participation at 45 internal and external events during my tenure. Responsibilities included marketing these events to focused audiences through print, digital, and LIVE platforms. Marketing Freelancer Portland, OR 10/2017 - 1/2020 Director of Marketing Movie/Amusement MediaMation MX4D Los Angeles, CA 5/2016 - 10/2017

● Department Start Up Hired to reimagine the company’s marketing department by revamping all branding, public relations efforts, advertising strategies, CEO positioning, and marketing partnerships.

● Lead Generation Utilized my marketing relationship with Coca-Cola to drive MX4D brand awareness to their 150 roadshows by placing MediaMation’s MX4D Pod inside Coca-Cola’s exhibits. This move led to an invitation to showcase the Pod concept during Comic-Con events.

● Traditional Media Garnered unprecedented media attention for the company, securing the company’s placements in the printed versions of the LA Times, Box Office, and Variety. This aggressive PR strategy, which included targeted outreach and press events, generated interest in product implementation from three global cinema chains.

● Strategic Communications Partnered with the iconic Hollywood Chinese Theatre to orchestrate "Project Skyhawk," my derived go-to-market strategy that secured a groundbreaking $4M eSports cinema partnership.

● Content Creation Spearheaded a comprehensive go-to-market brand refresh, encompassing new corporate identity, impactful presentations, TV/YouTube commercials, radio campaigns, and print media. This revitalized strategy secured a Coca-Cola marketing partnership within 4 months of launch.

● Event Director Directed a $650,000 GTM afterparty, attracting 50 decision-makers and 40 global press representatives to generate excitement and build launch momentum, resulting in extensive media coverage. Director of Marketing / Partner Dickie O’Neal’s Irish Pubs Palm Springs, CA 8/2010 - 1/2016

● Team Leadership Hands-on leadership and management of a 20-person hospitality team.

● Strategic Communications Created this restaurant chain's strategic communications start-up plan, including building a strong online presence with a new website with online store integration, establishing the brand story and messaging, identifying target audiences, selecting proper online/offline communication channels, and developing initial promotional content for online/offline use.

● Media Relations Pitched and garnered several television, newspaper, and radio spot appearances around the Coachella Valley. Featured in Palm Springs Life Magazine 2x and secured guest spots on NBC Channel 4 newscasts.

● Website Management As the creative director, I spearheaded the development and launch of Dickie O’Neal’s website and e-commerce store. Implemented a comprehensive content marketing strategy optimized for UX and SEO, resulting in a 650% surge in website traffic within the first two months.

● Social Media Used my marketing expertise through social media to drive brand recognition for this start-up restaurant chain. Developed and executed successful YouTube and Facebook campaigns - including paid advertising, organic content creation, and analytics. Within 6 months of launch, website traffic increased by 1555% and sales by 254%.

● Measurement & Evaluation Analyzed customer behavior to drive strategic improvements in restaurant operations and marketing. Successfully implemented initiatives that enhanced visibility in 30 days - 122% increase in foot traffic, 150% boost in online orders, and improved score in customer satisfaction. Education

Master of Arts - Management University of Redlands, San Diego, CA (2011) Whitehead Leadership Society - Fellow

Class President

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