Marketing Manager
Resume:
DARREN C. JACKSON
Redford MI **239
***********@*****.***
EXPERIENCE
MICHIGAN FIRST CREDIT UNION, Lathrup Village, MI
Marketing Manager
• Manage internal staff, advertising agency and annual budget of $1.4 million to plan and implement all marketing, including database marketing, e-marketing and other communications.
• Fostered 26.5% higher average deposit balance for members who received marketing pieces vs. those who did not.
• Directed search engine optimization of MichiganFirst.com and paid search plan; led to 43.3% jump in unique visitors to site.
• Exceeded deposit balance goal by 13% for new branch opening via psychographically targeted communications plan.
• Crafted social networking plan across Twitter, Facebook, blog and other platforms to interactively engage members and potential members, including initiative to mitigate unsolicited complaints and concerns in real-time.
GREEKTOWN CASINO-HOTEL, Detroit, MI
2006 to 2009
Advertising & Communications Manager
• Manage internal staff, advertising agency and annual budget of over $6.4 million to plan and implement all communication needs for the company. Experience includes communications for: gaming services, hotel, three restaurants, two lounges, entertainment venue, retail shop and Human Resources. Communications incorporate: print, radio, television, web, public relations, outdoor, in-house collateral and related media schedules.
• Introduced corporate brand standards and standard operating procedures to strengthen the treatment and interpretation of all company brands, throughout all customer touchpoints.
• Implemented website redesign to better connect customers’ desired web experience with actual site navigation and information. New site reduces costs by allowing internal staff to maintain and manipulate content.
• Redefined the processes for producing creative to better align creative tactics with strategy, while updating pieces’ look to consistently reflect a fun, dynamic and entertaining environment.
• Established advertising agency performance review cycle to strengthen the partnership between the company and our creative team, by exploiting joint strengths, rectifying joint weaknesses and identifying future opportunities.
DTE ENERGY, Detroit, MI
2002 to 2006
Advertising & Sponsorship Specialist
• Created and implemented advertising strategy, media schedules and communications pieces in coordination with internal business partners, creative staff and advertising agency. Responsible for more than $500,000 in advertising budgets for placement in: print, radio, television, online and outdoor communications.
• Devised 2005 promotional partnership with University of Michigan football and Visa to attract customers to new online billing service. Resulting print, radio and web campaign surpassed registration goal by 27%.
• Directed advertising strategy to divert customers from costlier call center to my.dteenergy.com. Surpassed 2005 website registration goal by 19,138 customers and 2004 goal by 25,000 customers. This achievement led to 282,000 customer contacts conducted over the website instead of the call center, vs. 2-year goal of 100,000.
• 2004 advertising strategy and tactics responsible for 21% increase in visits to dtekids.com energy safety site, vs. 10% goal. Visitors to site were better targeted and qualified, shown from 61% increase in total hours users spent on the site.
• Sales from indoor lighting products campaign was 51.2% higher than the goal in 2004. Profit on outdoor lighting products campaign was $10,000 vs. the goal to break even.
• Crafted new methods to measure advertising to exploit opportunities and improve under-performing methods.
DTE ENERGY, Detroit, MI
2002
Communications Planner, DTE Energy Communications Planning
• Collaborated with Corporate Advertising, Employee Communications, internal creative staff and external vendors to create communications pieces.
• Oversaw $300,000 budget to implement communications strategies for Detroit Edison and MichCon external safety.
• Revamped internal procedures to streamline summer high energy load situations.
DTE ENERGY, Detroit, MI
2001
Advertising Specialist, DTE Energy Corporate Advertising
• Part of 3-year management trainee program that rotated me through four departments from 1999 to 2001.
• Managed cross-functional teams to plan and implement major corporate sponsorships such as Detroit 300 activities and the DTE Energy centennial planning.
• Conferred with internal organizations to plan most efficient use of advertising within their communications strategies.
DTE ENERGY, Detroit, MI
2000-2001 Marketing Specialist, Detroit Edison Marketing Communications
• Created direct mail and tradeshow material for Economic Development group.
• Coordinated brochure design for cities of Pontiac, Ann Arbor, and Milan; analysis of prior process cut project time by 50%. Pontiac brochure won Michigan Chamber of Commerce’s Outstanding
Publication Award.
• Developed 2001 communication strategy for Economic Development.
DTE ENERGY, Detroit, MI
2000
Marketing Specialist, Detroit Edison Ethnic Marketing
• Developed and organized VIP reception for 300 metropolitan Detroit business and community leaders; received Detroit Edison Top Achiever Award as a result.
• Supervised creation of department intranet website, designed its layout and structure, and composed all content contained within.
DTE ENERGY, Ann Arbor, MI
1999
Marketing Specialist, DTE Edison America
• Created customer acquisition telemarketing techniques; trained phone representatives and call center managers on material.
• Led event marketing teams to multi-state sites to build brand awareness of new subsidiary.
• Conducted interviews of twelve BBA candidates at the University of Michigan for positions within DTE Energy, and recommended five for employment.
EDUCATION
LAWRENCE TECHNOLOGICAL UNIVERSITY, Southfield, MI
School of Management
Master of Business Administration, May 2005
• Graduated “With Distinction.”
• Emphasis in E-Marketing.
UNIVERSITY OF MICHIGAN, Ann Arbor, MI
Ross School of Business Administration
Bachelor of Business Administration, May 1999
• Graduated “With Distinction.”
• Emphasis in Marketing.
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