Marketing communications

Carolyn G. Smith

* ******* *****, ******, ** ****8

Telephone 512-***-**** Email ************@****.***

SENIOR MARKETING COMMUNICATIONS MANAGEMENT PROFILE

Proven brand, marketing, and communications strategist with 20 years experience. Expert in developing marketing communications campaigns and programs needed to brand the organization and increase revenue. Creative, seasoned, and collaborative leader.

EXPERIENCE:

Vice President, Marketing Communication, The National Alliance for Insurance Education & Research,

Austin, TX, 1/03 to 4/09

 Facilitated the effective promotion of the organization and its programs to national audience, increasing new customer enrollment by 73%.

 Worked with a turn-around team that took the organization from losing several million dollars to making a multi-million-dollar profit within a 48-month time frame; revenue increased by 200% in four years.

 Developed short- and long-term strategies and marketing communication plans to maximize customer acquisition in each segment. Assumed full responsibility for driving customer acquisition by creating brand awareness and building a new cohesive, compelling identity.

 Drove the creation, implementation, and execution of corporate branding, branding strategies, and branding programs, including launching a new umbrella logo and branding campaign. Built market image of corporation as a premiere insurance and risk management education organization.

 Planned, directed, and controlled marketing communications activities to continually reflect customer trends, market fluctuations, and changes in business practices/technology.

 Revised and launched new website, increasing traffic from 7,500 visits per month to more than 10,000 per day. Online registrations increased from 0% to nearly 80% of total registrations, dramatically reducing workflow.

 Refocused marketing resources toward a more lucrative financial return.

 Built a relationship with key industry media from scratch. Developed regular columns in leading industry publications (Rough Notes, American Agent & Broker). Conducted joint research projects with media, including Business Insurance.

 Implemented one-touch direct marketing “VIP” program for buyers who send multiple participants to programs.

 Used technological innovation to reach participants, including introducing blast email campaigns, website registration, online publication shopping cart, and interactive profile pages.

 Developed trade show marketing plan, with an effective ROI ratio of 1:3.7, or for every $1 spent, $3.70 in new sales was generated.

 Reported directly to the president and was part of the senior executive management team, which oversees all business development strategies and operations. Had leadership responsibility for 11 professional staff.

Manager, Marketing Communication, Motorola, Austin, TX, 11/00 to 5/02

• Managed marketing communications, media/analyst relations, tradeshows and speakers bureau for $1 billion 2.5G and 3G wireless semiconductor platforms and $200 million handheld computing microprocessor product lines for North America, Europe and Asia-Pacific regions.

• Developed and implemented launch plan for the 2.5G and 3G wireless platforms.

• Created communications plan to launch Motorola’s external merchant market strategy.

• Developed industry analyst program to help division focus on successful strategies by providing competitive information, message testing, press endorsements, and critical information to financial analysts and the investment community.

• Built momentum in the media with planned product and customer announcements. Achieved most media visibility among all products in Motorola Semiconductors with 125 stories about DragonBall microprocessor, and third-most-visibility with 114 stories about 2.5G and 3G wireless platforms within six months of launch.

Director, Marketing Communication, NLynx Systems, Inc., Austin, TX, 9/98 to 4/00

• Launched new product promotional campaigns in North America and Europe.

• Promoted and marketed 300 AS/400 products to the VAR channel and direct customers.

• Created the overall image and strategic message to brand and position the company and its products domestically, and in Latin America and Europe.

• Handled channel marketing and implemented tracking and evaluation processes.

• Generated and increased leads by 114% in one year through direct marketing and trade shows.

• Implemented public relations that increased media coverage by 83% in one year.

• Directed advertising including creative, copy, competitive comparisons, key messages, positioning.

• Created plan for the branding, look and message to drive transactions over the website.

• Negotiated and sold corporate dot.com asset to generate $500,000.

Marketing Consultant, WBS&A, Ltd., Austin, TX, 4/95 to 9/98

• Researched and wrote business and marketing plans for business and financial service companies, software, Internet and publication clients.

• Co-produced U.S. Securities and Exchange Commission Town Hall Meetings on Small Business Capital Formation in Austin, Chicago, Ft. Lauderdale, Los Angeles and St. Louis.

Manager – Marketing Communication, Southern Union Gas, Austin, TX, 5/92 to 3/95

• Managed marketing communications in English and Spanish for 10 subsidiaries to sell natural gas products and services to 500,000 customers in Texas and Oklahoma.

• Restructured media plans and budgets, saving company more than $750,000.

• Developed, placed and bought advertising and promotional materials on 51 radio stations, 20 television stations and 68 newspapers in Texas to bolster sales activities.

• Produced videos to motivate employees and promote the company’s products.

• Created speaking opportunities for division managers on radio and TV throughout Texas.

• Launched Ford Motor Company's first natural gas vehicle with major media and customer event.

Director of Public Relations and Advertising, Gilda Marx Industries, California Mart,

Los Angeles, CA, 10/89 to 11/91

• Managed marketing communication for a leading manufacturer of women's exercise apparel and the California Mart's 2000 showrooms and 12,000 lines of apparel.

• Launched new product lines five times per year through events, PR and advertising.

• Wrote bimonthly trend report for sales staff of 400.

• Implemented advertising in multiple publication print ads, a 14-city billboard campaign, U.S., Canadian, and French television campaigns, and in-store retailer promotional campaigns.

• Cultivated media to generate more than 150 stories annually.

Editor, Santa Monica News, Los Angeles, CA, 4/86 to 10/89

Marketing Coordinator, Houston Symphony Orchestra, Houston, TX, 6/84 to 2/86

EDUCATION: Bachelor of Business Administration, University of Phoenix

PROFESSIONAL ACTIVITIES AND AWARDS:

• Speaker on marketing topics at numerous conferences, including: Greater Austin Chamber of Commerce, Loyola Marymount University, American Marketing Association, University of Texas Communication Certification Program, Public Relations Society of America accreditation classes, Classroom Teachers Association annual conference.

• Member, American Marketing Association since 1993

• Accredited, Public Relations Society of America in 1990

• Finalist, Dallas Press Club Katie Awards, Annual Report

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