Integrated Marketing Executive
Resume:
TAMMY K. BILLINGS
*****.********@*****.***
Marketing executive with 15 years experience. Expertise launching new products, creating original content and promotions, managing multiple brands, planning large events, overseeing public relations and social media. Excellent leadership and interpersonal skills paired with the ability to manage multiple complex projects.
EXPERIENCE
sbe 2011
sbe is Los Angeles’ largest hospitality provider (owning, managing, and operating hotels, restaurants, and nightlife venues) with additional locations located in Las Vegas, Houston, and Miami.
VICE PRESIDENT OF MARKETING
Launched eight business units in eight months, including the rebranding of two venues, bringing four new concepts to market, and converting a multi-location concept into a franchise.
Responsible for the multi-channel marketing of more than 30 venues, in addition to the collective Restaurant Group and sbe Corporate initiatives.
Served as brand manager and creative director for Katsuya, Hyde Lounge, Gladstones, The Sayer’s Club, Mercato di Vetro, Cleo, and Papaya King.
Managed public relations and communications for all venues; oversight of five external agencies and celebrity interactions.
Developed content for multiple brands, creating videos (in-venue, web, mobile applications, social media, and press).
Oversaw digital marketing efforts for all venues and sbe Corporate, including: CRM, web site, email marketing, social media, mobile application development, and online advertising.
Created unique partnerships and promotions to drive sales and traffic to venues.
Supported an Event Sales Department with more than $1.2M in holiday events sales; $8M annually.
Laid-off due to outsourcing of marketing to an external agency.
Westfield, LLC 2010 – 2011
Westfield is one of the world’s largest retail shopping center operators with dominant holdings in Australia, UK and US.
DIRECTOR OF SALES & MARKETING
Responsible for marketing Westfield’s largest collection of shopping centers in the US, including two existing centers (Topanga and Promenade) and one under development (The Village). Specific responsibilities included annual marketing plans, media buying, public relations, event planning, collateral development, community outreach, digital business, promotions, customer service and retail sales.
Developed digital business strategy for the retail center and more than 250 tenants; changed email strategy from single message format to multi-messaging structure, increased email database size 250%.
Created a scalable Facebook application (Westfield Winsdays) that provided a marketing opportunity for retailers while increasing fans from 239 to over 7,000 in six weeks and creating a new revenue stream.
Launched new advertising campaign; executed against a $1M budget.
On-camera media spokesperson for shopping centers, wrote press releases, responded to media inquiries, hosted press conferences, worked in tandem with Westfield’s corporate communications team.
Implemented Westfield national marketing platforms at retail point of sale, including a national Style Tour with Stacy London of “What Not to Wear”.
Planned several large events including Fashion’s Night Out and Fashion Fights Back.
Lead a small sales team of Concierges to $2M in annual gift card sales.
Recruited by sbe with offer of senior position and salary increase.
Anschutz Entertainment Group (AEG) / L.A. LIVE 2008 – 2010
L.A. LIVE is a $2.5B entertainment district encompassing STAPLES Center, Nokia Theatre, Club Nokia, The GRAMMY Museum, Regal Cinemas, 14 restaurants and nightclubs. The district was the key catalyst in the revitalization of Downtown L.A. with an estimated 20M visitors annually.
DIRECTOR OF MARKETING
Oversaw entertainment district launch (initial brand development, collateral, digital strategy, grand opening events, public relations, media planning, community relations and promotions).
Planned and executed media buys ranging between $500 and $1M annually.
Wrote and produced content for a multiple mediums (30-minute video shown in-room, digital assets for web and social media, advertisements for TV and movie theaters) delivered weekly updates.
Developed digital marketing strategy, creating content for web site, crafted weekly email campaigns, built email database to 30K first year.
Primary marketing contact for Wolfgang Puck Catering, Regal Cinemas, Marriott, ESPN Radio, ESPN Broadcast, ESPN Zone, Clear Channel Radio, sports teams (Kings, Sparks, Clippers, and Lakers).
Managed partnership with LA Inc. (Los Angeles Convention & Visitors Bureau).
Created national promotions for sporting events, concerts, and conventions.
Launched L.A. KINGS Holiday Ice (skating rink) on Nokia Plaza garnering 17,000 admissions in 29 days.
Supported an Event Sales Team with more than $10M in annual event sales.
Featured in 944 Magazine L.A. (August 2009) as a leader in Entertainment.
Laid-off upon completion of development; department downsized due to economic climate.
Marketing Consultant 2006 – 2008
Independent consultant retained for marketing services: marketing plans, public relations, media buying, events, and collateral development for consumer products, film industry, public relations, and web development companies.
Changed pricing structure of web business to increase customer retention to 90% after site launch.
Restructured core business for hair salon from commission to lease/commission combination, increasing store revenue by 32%.
Partnered with Academy Awards campaign consultant to provide public relations and event services for Walt Disney Studios, Sony Pictures, Lions Gate Films, Miramax and The Weinstein Company. Planned events with Directors Guild of America, Producers Guild of America, and Screen Actors Guild. Assisted studios in developing awards campaign collateral for nominated films.
Retained by executive search firm to rebrand corporate marketing materials, design new logo, implement corporate identity standards and develop new web site structure.
Created promotions using database marketing; averaged 20% redemption. Increased subscriber base for monthly publication by 30% within one year.
Worked as an independent marketing consultant while completing Bachelor’s degree.
TBGMullin 1997 - 2006
Executive benefits firm specializing in Deferred Compensation and Supplemental Executive Retirement Plans.
DIRECTOR OF COMMUNICATIONS, PRODUCTION & DESIGN
Managed brand standards for more than 200 Fortune 1,000 clients.
Supervised a large team of graphic designers, digital media artists, and production staff.
Designed and produced B2B collateral and presentations for sales executives and B2C enrollment materials for plan participants (brochures, flyers, forms, packaging, emails, etc.).
Rebuilt quarterly benefit statements to better communicate return on investments; distributed to more than 65,000 subscribers annually.
Planned national conferences and events, presentation materials, venue negotiation and event coordination.
Laid-off after merger with a competitor; went back to college to finish degree.
EDUCATION
California State University Los Angeles 2007
Bachelor of Science, Business Administration: Marketing
Graduated Cum Laude
REFERENCES AVAILABLE UPON REQUEST
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