Digital Sales and Marketing Professional

Dawn Heather Roberts

*** *** ***.

New York City, NY 10004

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

845-***-**** Primary 845-***-**** Mobile

Overview

Marketing professional experienced in Branding, New Product Launch, Digital Strategy & Business Development. A detail oriented self-starter with the ability to multitask and deliver in a fast paced environment.

Experience

Envision Media Solutions

New York City, NY (2005-Present)

Managing Director, Marketing Solutions

• Negotiated revenue-generating strategic partnerships on behalf of brands, events and businesses

• Wrote case studies and white papers to document online marketing and advertising campaigns

• Worked on behalf of brands and corporations to establish sponsorship programs

• Developed effective digital marketing campaigns for clients utilizing a combination of Web 2.0 tactics

• Creatively utilized Web 2.0 strategies to create consumer interest, resulting in click-throughs and site registrations

• Results included significantly increased mailing lists, brand value and sales

• Maximized use of SEO, SEM and email marketing

• Created viral marketing campaigns to build digital brand portfolios. Tactics included email blasts, IM’s, text messaging, blogs, vlogs, social networking sites & user generated content.

• Utilized deep experience in both qualitative and quantitative research to create account-winning presentations

• Assisted businesses with all aspects of start up, from filing incorporation paperwork to budgeting, business development and vendor management

• Launched new products, repositioned existing brands, breathing excitement into established propositions

• Hired trained and activated field marketing staff of 20-100 individuals on behalf of clients

Warner Music Group

New York City, NY (2003-2004)

Director of Marketing

• Developed marketing initiatives for emerging and legacy music artists.

• Managed brand functional teams, budgets and promotional asset development. Led field staff of 90 individuals.

• Acquired digital music content and negotiated partnership deals with brands, retailers and franchises

• Collaborated with Senior Management to create successful partnership marketing proposals

• Directed activities of national field marketing organization for retail visits

• Created regional promotions which resulted in significant sales increases for developing brands

• Managed P&L responsibility over $18,000,000 in media buying funds

• Promoted artists/brands via print, online and WAP advertising

• Successfully distributed exclusive content via mobile location-based services and online channels

• Led planning teams to reposition brands, create release calendars and continuity programs

• Managed and activated Field Marketing programs with staff of 86 promotion representatives

• Managed Creative Director and team of three junior designers in brand building and extensions

• Maximized ROI on merchandising and advertising programs, saving over $500,000.00 in 2003

Universal Music Group Internet Assets

Los Angeles, CA (2002-2003)

(mp3.com, emusic.com, rollingstone.com)

Senior Director Strategic Marketing

• Primary liaison for Universal Internet assets division, including mp3.com, emusic.com, rollingstone.com and getmusic.com.

• Restructured Partnership Marketing Department for Universal Music Group (Internet assets division)

• Sought & acquired content and partnership deals with record labels and other related businesses

• Acted as divisional “ambassador” to Universal business units for cross-platform activities

• Evaluated site metrics daily, making appropriate adjustments to placement, merchandising and advertising buys

• Conducted and presented results of primary research projects to C level management, outlining potential courses of action

• Developed brand strategy for establishing VU Net websites with relevant demographics and segments

• Reported weekly on metric analysis for discussion and strategy adjustment

• Implemented creative platforms for sales organization to take to market

• Redesigned and launched “advertise With Us ‘ sections of mp3, rollingstone.com and emusic.com

• Wrote case studies detailing success stories featuring digital marketing and advertising

• Managed Partnership Marketing activities for Division Negotiated deal with Chase Visa, bringing in revenues of $5,000,000

Virgin Entertainment Group,

Los Angeles, CA (2000-2002)

Vice President Marketing, North America

• Developed and executed strategic, tactical and branding objectives for music & home entertainment retailer and website

• Pursued and negotiated revenue generating Partnership and Integrated Marketing programs (Closed 60M program with major financial services provider)

• Managed Field Marketing Staff of 25, and internal Marketing staff of 20

• Created exclusive content for website and syndication licensing

• Managed Advertising and PR agency relationships, oversaw creation of all branding assets

• Directed production of print, radio and television advertising. Created concepts for 8 National campaigns per month

• Developed strategy for college touring program featuring developing artists from record labels

• Created strategic platform for Partnership Marketing activities

• Managed all major strategic partner relationships

• Determined which Sponsorships Virgin Entertainment would participate in

• Established brand development and extension strategy for North America

• Created annual marketing plan, collaborated on creation of five-year strategy for business

• Executed, summarized & presented marketing research to staff and C level management

• Researched, evaluated and made recommendations regarding CRM and continuity programs

• Created and managed annual departmental budget, increased profit by 34%

• Project managed creation of RFP for Virgin Entertainment Group. Made choice of 5 Agencies to grant audience

• Collaborated with International marketing counterparts to create cohesive global campaign messaging

• Increased ROI for marketing expenditures by 68% in first year

• Received creative award for advertising campaigns in 2001 from National Association of Record Merchandisers

Universal Music Group

Universal City, CA (1993-2000)

Director Retail Marketing

• Established first Partnership Marketing division for Universal Music and Video Distribution

• Created, developed and executed Integrated Partnership Marketing platforms involving brands and music artists

• Produced and implemented marketing and sales promotions with top 10 customers of Universal Music & Video Distribution

• Acted as Project manager for all Promotional and Partnership programs

• Managed corporate relationships for music division; worked actively on cross-business asset management

• Partners included Coca Cola, Gatorade, Alamo, Kodak, Toyota and Discover Card

• Maximized sales while leveraging marketing spends of retail and corporate partners

• Developed national programs with retail partners including Borders, Barnes & Noble, Wal Mart, FYE, Amazon and itunes

• Created over $11,000,000 in media value in year one

Other positions held at Universal/PolyGram

Western Regional Marketing Manager (1996-1998)

Senior Account Executive (1995-1996)

PolyGram Video Regional Sales Manager (1993-1995)

Education

University of Colorado, Boulder Colorado, BA Journalism

Claremont Graduate School, Drucker Center for Graduate Management (1993-1996)

Certificates/Seminars

Time Management

Team Building

Maximizing ROI on Sponsorships

Employee Evaluation & Review

Best Practices in SEO

Selling to Wal Mart

Associations

Mu Kappa Tau (Marketing Honor Society)

National Association of Record Merchandisers

National Association of Recording Arts & Sciences

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