TRICIA A. COOK

714-***-****

kbo9om@r.postjobfree.com

MARKETING & COMMUNICATIONS

QUALIFICATIONS SUMMARY

Creative, innovative and results oriented professional with dynamic marketing career in corporate and agency environments. Possess strong record of success in strategic planning, goal setting, program development as well as team building and leadership, with a desire to create tailored solutions.

- Audience-focused in both traditional and emerging media with the ability to integrate brand messages across multiple channels (print, direct mails, e-mail, advertisements and others).

- Talent in conceptualizing creative solutions to achieve goals.

- Exceptional analytic, presentation, negotiation and communication skills; expert at building top-producing relationships with other professionals.

- Adept at establishing and executing strategic marketing plans, resources and programs within budget.

- Comfortable at performing both full and collaborative responsibility, with ability in providing strategic direction to enhance public image and promote product line services.

- Flexible professional capable of adjusting rapidly to new and challenging situations as well as working well under pressure to meet time-sensitive deadlines.

CORE COMPETENCIES

- Creative Strategy/ Development

- Strategic Marketing Plans

- Promotional/ Guerrilla Marketing

- Database and Direct Marketing

- Product Marketing/ Product Launching

- Brand Strategy

- Market Penetration Strategies

- Online Marketing

PROFESSIONAL EXPERIENCE

THE ART INSTITUTE OF CALIFORNIA - ORANGE COUNTY, SANTA ANA, CA

Director of Public Relations & Marketing ~ 2008-Present

Senior Marketing Manager ~ 2005-2008

Manage full responsibility in overseeing day-to-day aspects of all communication for a school that offers Bachelor of Science and Associate of Science degrees in media arts, design, fashion and culinary arts. This includes determining the most suitable marketing and advertising initiatives including events, internal communications, community relations and others that drive lead generation and awareness.

- Strategically design, develop and implement marketing and public relations plan, which includes online, radio, marketing collateral, print, direct and database marketing, social networking, outdoor advertising, events and community relations.

- Ensure projects are strategically developed and delivered on schedule and within budget through rendering direct communication as well as creatively preparing and providing project reports.

- Plan and execute events as well as market and manage public relations; collaborate with the community in various industries to ensure awareness of the school and develop partnerships for cross promotions.

- Successfully promoted from Senior Manager to Director of Public Relations & Marketing.

- Designed and implemented a new creative strategy targeting 16- to 24-year-old demographic, resulting in 19% increase in the conversion of inquiries to applications and a 30% rise in conversion in local web advertising.

- Developed the first targeted creative and marketing plan that increased enrollment in the culinary program by 36%.

- Created, facilitated and executed an award-winning annual multi-level marketing and public relations event that drove long-term awareness and inquiries with more than 3,000 attendees this past year.

- Built and maintained industry relationships and partnerships for cross promotions throughout fashion, media arts, design and culinary industries in collaboration with manufacturers, retailers, restaurants and non-profits.

- Led and supervised the California Initiative Marketing Group among eight Art Institutes to expand marketing effectiveness.

AUTHENTIC SPECIALTY FOODS, CHINO, CA

Marketing Manager of Food Service ~ 2001-2004

Worked with a $100M ethnic food manufacturer of La Victoria and Embasa branded Mexican foods; managed all food service brands and product marketing.

- Provided direct leadership to the New Product Development Task Force; conducted international markets research and analyses as well as idea generation, product positioning, packaging and product strategy.

- Assessed and created a 5-year strategic vision plan ensuring organizational effectiveness and capabilities.

- Oversaw and maintained strategic creative development of all POS, packaging, trade show displays and product training materials to reflect positioning.

- Analyzed and estimated sales for more than 100 products by SKU with a total of $35M in revenue.

DGWB ADVERTISING, INC., SANTA ANA, CA

Senior Account Executive ~ 2000-2001

Engaged with a small- to mid-size advertising agency with approximately 100 employees. Tasked to handle and carry out the day-to-day account management of the projects for the $10M KFC franchise group account. Worked collaboratively with the creative, production, media buying and web teams to facilitate and execute projects for KFC.

- Oversaw the development of special marketing tests and projects including a new product promotion from inception to post analysis.

- Coordinated with DGWB's internal Hispanic agency to develop an integrated marketing and advertising plan for the Hispanic market.

- Communicated directly with media partners, vendors and sports team to develop and manage promotions.

- Directed and monitored the $10M media placement in television, print, cable, radio, sports and traffic sponsorships.

- Efficiently led and developed creative briefs and worked with the creative team with regard to print and radio production.

DEL TACO, INC., LAGUNA HILLS, CA

Field Marketing Manager ~ 1998-2000

Took charge in the development of targeted grand opening manual/plans to build the brand and drive traffic including facilitating marketing and media plans for units in developing markets.

- Effectively led and designed the regional and local consumer marketing plans which increased sales by 12%.

- Directed the consumer print marketing campaigns with a budget of approximately $1M, which was designed to develop brand awareness and drive sales revenue.

- Proactively conducted monthly classes to managers and directors to instruct them on the importance of local marketing programs and how to implement them.

ADVANTICA, CARROWS RESTAURANTS DIVISION, IRVINE, CA

Marketing Coordinator ~ 1994-1998

Originally hired as marketing intern, progressed to promotions coordinator, and promoted to marketing coordinator position.

- Operated the employee incentive contest, which increased profit by more than $200K.

- Assumed primary responsibility in overseeing the development and successful implementation of a local marketing manual, including 27 promotions designed to maximize sales productivity.

- Efficiently negotiated and closed annual contracts with vendors in order to minimize the internal and external marketing collateral costs by approximately 25%.

EDUCATION

Bachelor of Arts in Business with concentration in Marketing; Minor in Political Science

CALIFORNIA STATE UNIVERSITY, FULLERTON, FULLERTON, CA

PROFESSIONAL AFFILIATIONS

Board of Advisors, OC Restaurant Association

AWARDS AND HONORS

- Award-winning Innovative Website Projects (www.shapethehive.com & www.shortslashcut.com)

- Quarterly Spirit of Excellence Award, Fall 2009

- Consistently nominated for “Employee of the Quarter” (four times)

- Most Innovative Pitch, Rock the Runway Event 2008

TECHNICAL SKILLS

- Proficient in Microsoft Office Suite (Word, Excel, and PowerPoint) and CARS

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