Marketing Professional
Resume:
MICHELLE VALENTINE GALA
*** *******, ****** ****, ** 48390
**************@*****.***
QUALIFICATIONS
Dynamic research data analyst and marketing communications professional. In-depth knowledge of the automotive and hospitality/travel industries with an exemplary record of implementing high-performance marketing communications programs and research driven business solutions to industry players. Highly effective manager and business developer, as demonstrated by program results. Superior leadership, communication and analytical skills. Relates well with clients and builds lasting business relationships. Skilled in both primary and secondary research. Versed in product clinic, focus group, ethnography, social media research methodologies. Advanced computer skills include Word, Excel, PowerPoint and Outlook. Areas of expertise:
• Research & Analysis
• Marketing Communications
• Public Relations
• Strategy Planning
• Contract Negotiations
• Customer Service
• Business Development
• Program Management
• Building Alliances
PROFESSIONAL EXPERIENCE
Senior Planner – Planning, Market Analysis and Media Strategy
BBDO Detroit, Troy, MI (Feb. 2008 – Nov. 2008)
•Conducted research and used data insights to develop creative briefs and strategies for the promotion/sale of Chrysler branded vehicles. See www.ramchallenge.com.
•Delivered presentations and proposals positioning BBDO as a valuable resource enabling clients to achieve better results through the application of BBDO research driven solutions.
•Effectively negotiated research contracts and closed the sale of research programs to clients.
•Conducted vehicle, consumer, trend and competitive analysis for customer analytical support.
•Developed and delivered research programs to implement and track business strategies.
•Responsible for program development, implementation, data collection, analysis, and client presentation.
Research Professional and Market Analyst
Visteon Corporation, Detroit, MI (April 2002 – Nov. 2007)
•Served as main resource and contact, consulting with Ford, GM, Chrysler and Nissan clients at all levels regarding Visteon research programs and business issues that could be resolved with Visteon strategy.
•Effectively managed large cross-functional teams and vendor partners -- from project development to data collection to findings presentations -- on over 40 quantitative and qualitative research projects.
•Developed a major research study on Craftsmanship selling $250,000 sponsorships to Chrysler, GM and Nissan, and landing Visteon $160,000,000 in new business wins.
•Ran ad-hoc reports, analyzed study results, and presented recommendations to upper management.
•Trained Visteon associates on Visteon research and educated them on the best ways to utilize data and applications for the sale of engineering contracts.
•Translated current and emerging market needs into new product concepts and new applications.
•Defined product roadmap for release, maintenance and evolution.
•Performed competitive analysis by tracking competitor product features and market-share.
•Conducted consumer profiling and target building; and developed competitive differentiation strategies.
•Answered client inquiries regarding data requests, study methods, study results, and design changes.
Public Relations and Marketing Specialist
Visteon Corporation, Dearborn, MI (Aug. 2000 – April 2002)
•Studied market data and trends. Utilized insights to consult with engineering teams on product development and to direct business/engineering decisions.
•Secured the promotional presence of the Energy Transfer Group in NASCAR Racing with a hard parts public relations campaign to further promote Visteon corporate branding.
•Designed, wrote and distributed the Energy Transfer Group’s monthly newsletter for enhanced departmental promotion and awareness.
Regional Advertising & Sales Marketing Manager
Destination Hotels and Resorts, Tenaya Lodge, Yosemite, CA (April 1997 – May 2000)
•Responsible for the development of business strategies to increase individual and group room sales.
•Developed web-based and direct marketing promotions for leisure and business travel guests and educated the call center on such promotions to increase close rates.
•Procured media coverage for lodge events and activities and developed lodge strategic positioning on Yosemite community issues.
•Developed and managed regional advertising, public relations and promotional campaigns. Wrote ads, press releases, brochures, and handled media buys.
•Assisted the sales team with the preparation of group sales contracts and event development.
•Managed onsite corporate events.
* Outstanding achievements included;
- Designed and developed the all-new lodge Website, www.tenayalodge.com.
- Designed and composed an all-new Lodge Newsletter and won an Addy award.
- Produced a guide for California’s 100th Birthday and received an Addy honor.
- Helped develop the “Concert in the Pines” concert series for leisure guests.
- Created the “Tall Tales” story-telling event series for summer travelers.
- Developed the “Gold Rush” group sales business package.
Marketing and Communications Contractor
Ford Motor Company, Detroit, MI (March 1992 – May 1996)
•Served as a public relations specialist to capture positive media attention for Ford branded vehicles.
•Served as the account manager for the national journalist test vehicle fleet of Jaguar Cars working with dealers nationwide to prepare and present vehicles to a national press.
•Coordinated media loans with A, B and C level journalists, provided vehicle information, tracked news stories, established media relations, and organized vehicle shipping and delivery.
•Coordinated media conferences and vehicle photo shoots.
•Developed and managed corporate and press parties.
•Launched the all-new Jaguar S-type sedan to an international press in a major event.
•Developed the first Ford Fund Raising Campaign to run on the company’s email system. In its new format, the MSU Alumni campaign raised $181,000.
•Created and executed publicity efforts for the new Mustang and Ford Aspire vehicle launches.
•Developed a publicity campaign for the Lincoln-Mercury auto show booth to promote the company’s updated and technical image.
•Wrote a company newsletter to inform executives of corporate brand strategies and the public’s reaction to them.
Guest Services/Relations
Hyatt Regency Hotels, Dearborn, MI (Sept. 1991 – March 1992)
•Managed food service operations on the hotel’s exclusive club floor levels.
•Provided travel and corporate guests with directions, bookings, and Detroit area history/information.
•Conducted group hotel tours.
•Worked with community businesses to promote/sell local entertainment and activities to hotel guests.
EDUCATION
MICHIGAN STATE UNIVERSITY, East Lansing, MI
Bachelor of Science, Marketing Communications, 1991
•Dean’s Honor Roll
REFERENCES
AVAILABLE UPON REQUEST
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