Project Manager Account Executive
Resume:
Nisha E. Smalls
Bowie, MD ***20
301-***-**** • ***********@*****.***
Value to an Organization
High-energy marketing professional with a can-do attitude and a successful record of accomplishments in the government, non-profit and corporate sectors. Creative manager with the ability to develop high level strategy as well as implement campaigns with an emphasis on results.
• Digital campaign management
• Marketing campaign planning
• Cross-functional team leader
• Brand positioning development
Work Experience
Hilton Worldwide, McLean, VA 2011 to Present
Regional Manager, eCommerce August 2011 to Present
Drive online revenue through the management of eCommerce services for 13 full service hotels.
• eCommerce
• Primary point of contact for hotels and regional team for management of eCommerce services including promotions, paid search, organic search, email marketing, brand websites and local websites.
• Develop online marketing plans with detailed timelines and execute against them.
• Research and identify online advertising opportunities for hotels to reach broad and specific audiences including groups, government, weddings, etc.
• Develop and maintain hotel content on multiple websites with optimized images, fresh and appealing SEO content, and intriguing promotions.
• Research and compare competitive set’s onsite merchandising, organic and paid search placements, and social media.
• Provide reputation management services and social media guidance.
• Review and optimize paid search campaigns to increase performance. 13 hotel campaigns have an average ROI of 61 to 1.
Choice Hotels International, Silver Spring, MD 2006 to 2011
Manager, Brand Planning (Project Manager, Brand Communications) October 2010 to January 2011 Manager, Consumer Marketing July 2007 to October 2010
Project Manager, Brand Advertising July 2006 to July 2007
Managed increasingly profitable marketing programs for economy and extended stay brands as well as Clarion Hotels and the Choice loyalty program. Led teams, supervised two direct reports, and managed large budgets.
• Marketing, Advertising and Promotions
• Managed brand marketing campaigns: developed strategy and creative and media briefs, evaluated online and offline media plans, and developed digital, print and broadcast creative. Achieved 200% growth in sweepstakes participation and 50% increase in sweepstakes online ROI. Increased digital campaign ROI year over year from 2006 to 2010.
• Pioneered social media campaigns for Econo Lodge including a Facebook page, Facebook banner ads, a Facebook application and a Twitter page. Developed look and feel, made daily updates, and responded to consumer inquiries.
• Collaborated with search engine optimization team to develop key search terms. Improved effectiveness by analyzing results and revising terms throughout campaigns.
• Assisted in the development of the content and look and feel of the ChoiceHotels.com pages for the economy, extended stay and Clarion hotel brands.
• Developed and maintained marketing content for Choice’s internal website.
• Fostered collaboration by partnering with internal teams to execute promotions. Developed online, point of sale, print, email and direct mail advertising. Contributed to an 18% increase in website visits and 10% increase in reservations.
• Marketing Research
• Researched perceptions of the Econo Lodge breakfast and developed a strategy to improve guest satisfaction. Worked with research team to develop a testing method to analyze consumer reaction to the strategy.
• Researched loyalty program to determine reasons for non-membership. Developed online and print creative to alleviate non-member concerns and created a corresponding media campaign. Contributed to largest single year membership growth in both 2009 and 2010.
• Branding and Positioning
• Managed the development of positioning for Econo Lodge by analyzing the target audience, identifying the key audience insight, and developing the brand’s key benefits and personality.
• Created positioning for Choice’s extended stay brands and the Clarion brand by drafting positioning concepts for testing, developing focus group and survey materials, evaluating results, refining copy based on results, and developing positioning statements.
• Assisted in implementing a campaign to rebrand Econo Lodge with a new logo. Developed a brochure and CD to communicate the transition to franchisees. Spearheaded the interdepartmental effort to update all internal materials.
• Project Management
• Managed budgets up to $4,000,000. Reviewed all estimates, approved all invoices, updated budget tracker, completed budget re-forecasts, ensured year end budgets were met.
• Supervised a project manager and an account executive in the execution of promotional and branding campaigns.
Propane Education & Research Council (PERC), Washington, DC 2003 to 2006
Programs Manager July 2005 to July 2006
Projects Coordinator/Senior Projects Coordinator February 2003 to July 2005
Effectively promoted propane industry use of programs and online tools developed by PERC. Kept the industry engaged and active with PERC through unique and targeted communications.
• Marketing and Online Program Management
• Managed an online propane locator tool: drafted promotional materials and educational newsletters, coordinated website updates, and managed the $225,000 budget. Successfully secured continued funding and achieved more than 50% industry participation.
• Coordinated the development of an Online Ad Kit/Marketing Resource Center. Developed promotional materials, supervised website activities, and managed the $300,000 budget.
• Communications and Industry Engagement
• Made and directed regular updates to the PERC websites and developed a system for regular staff review of the websites. Independently responded to daily email inquiries from consumers.
• Served as liaison to two industry subcommittees. Managed meetings and calls, prepared Chairman talking points, provided updates to members.
Equals Three Communications, Bethesda, MD 2000 to 2003
Account Executive October 2001 to January 2003
Assistant Account Executive September 2000 to October 2001
Supported clients such as the FDA and NIH in the management of health and transportation campaigns.
• Advertising and Public Relations
• Assisted in the creative and production processes for radio, television and print public service announcements. Pitched the placement of public service announcements to national magazines. .
• Event Management
• Assisted in planning and executing client meetings and press conferences. Provided input during the planning process including timeline and visual aid development, and provided on-site supervision. Wrote client reports for the events.
• Writing/Editing
• Aided in content development and editing of materials such as brochures, slim jims, tool kits, and flyers. Managed the creative process for the materials.
Education
Master of Arts, American University, Washington, DC, August 2000
Major: Public Communication
Bachelor of Arts, Howard University, Washington, DC, May 1999
Major: Merchandising
Minor: Communications
Nisha E. Smalls • 301-***-**** • ***********@*****.***
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