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Marketing Manager / Director

August 21, 2012

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**** **. ****** ******, #*** • WESTON, FL • 33326

TEL 954-***-**** • CELL 305-***-**** •


Marketing Manager / Director position within a marketing department


• Over 15 years of marketing and advertising experience on both the advertising agency side and client side of the business

• Proven ability to manage multiple, complex projects (in all marketing mediums) on time and on budget while maintaining strong attention to detail

• Superior communication skills (verbal & written); excellent interpersonal skills and ability to successfully interact across all organizational levels

• Skilled at developing integrated marketing solutions and identifying growth opportunities


Sandals Resorts Account Director, 2010-Present / Miami, FL

Beaches Resorts

• Recruited to lead and manage account service team, translate client objectives into successful strategies that meet the client’s goals and facilitate growth and revenue within the agency

• Develop the strategic direction and design of all advertising (consumer, trade, bridal), brochures, collateral (including private label tour operator & international versions), outdoor, tradeshow & travel agent displays, third-party email campaigns, sales videos and other multi-media platforms from concept to completion to increase resort occupancy and build brand loyalty

• Successfully managed newspaper insert program targeted to feeder markets reaching 7 million consumers (facilitated creative, promotional offer, language versions, QR scan tags, etc.); program now being expanded to international markets

• Created and developed a series of marketing presentations to be used by Sandals sales department to train and educate travel agents and Certified Sandals Specialists (CSS) in more detail on specific resort features (i.e. weddings, suites, water sports, land sports, spa, dining)

• Prepare and present competitive reviews and travel trends research resulting in brand positioning and creative recommendations that resonate with target audiences

• Provide day-to-day supervision and direction for cross-functional teams (account service, media, creative, traffic and production) guiding workflow and setting expectations on all deliverables


Royal Caribbean Cruise Line Account Director, 2008-2009 / Miami, FL

• Led and managed account service team for direct marketing, collateral, loyalty and trade website ( designed to increase sales and customer loyalty for Royal Caribbean Cruise Line

• Provided the strategic direction on all marketing proposals, creative briefs and presentations in order to accomplish Royal Caribbean’s objectives and generate awareness of new brand positioning

• Directed and managed the rebranding (in conjunction with J. Walter Thompson) of direct marketing campaigns reaching 2.5 million recipients (i.e. past guests reactivation, post cruise letter,


TEL 954-***-**** • CELL 305-***-**** •

cruise anniversary and various distressed inventory pieces) including email and landing page components and tracking of results

• Conducted competitive cruise line collateral overview and provided recommendations that resulted in the repositioning of the Royal Caribbean’s vacation planners

• Prepared and presented marketing plans to Royal Caribbean’s Business Review Committee and senior management on all new projects on a regular basis

• Monitored and evaluated marketing environment for challenges and brand-building opportunities (including competitive analysis, proposed product offerings etc.)


Marketing Director, 2007-2008 / Plantation, FL

• Responsible for marketing and promoting travel to Nassau Paradise Island to consumers and travel trade industry in order to generate business to the 18 member hotels and enhance image of destination

• Directed the strategic development and execution of all marketing plans and collateral development (online & offline); maintained all marketing budgets

• Managed the relationships with all third-party agencies (advertising, interactive, design firms, co-op partners etc.) to maximize resources and ensure brand integrity

• Tracked, measured and provided analysis on success rates and ROI on all campaigns to optimize future marketing efforts

• Responsible for the creation of digital destination guide resulting in increased traffic to website and booking engine and decreased costs in shipping & handling of printed guides

• Developed ad hoc marketing plans to support travel trade partners (airlines, wholesalers, credit card companies etc.) to build incremental business during key need periods

• Supervised development of monthly e-newsletter designed to stimulate website traffic and increase downloads of digital destination guide including creative message, list selection, production, testing, broadcast process and tracking of results


Corporate Marketing Marketing Manager, 2005-2007 / Miami, FL

• Directed the development, production and distribution of resort sales marketing tools, corporate collateral and membership materials to support marketing efforts for business-to-business and consumer markets

• Created and established inventory management control systems and procedures for fulfillment and distribution of all corporate materials including reorder points, reprint schedules and obsolescence of outdated materials

• Managed relationship with external advertising agency and directed development of media plan and budget for trade and hospitality campaigns

• Responsible for re-design of trade / B2B website and ongoing content management (including copywriting and design direction) resulting in increased website traffic and increased length of visit on website

• Actively participated in the planning and preparation for industry trade shows; served as backstage production manager and speaker concierge at VOIC (Vacation Ownership Industry Conference)


TEL 954-***-**** • CELL 305-***-**** •


Muggsy’s Meadow Kids Club Marketing Manager, 2004-2005 / Sunrise, FL

• Developed and implemented all marketing communications for national family marketing program (Muggsy’s Meadow Kids Club) for 34 malls across multiple outside agencies and partners

• Developed kids club brand identity guidelines, created procedures and goals for implementation of program and provided field with training and support materials to execute program (i.e. monthly activation guides, best practices, style guides, brand guides)

• Created strong customer acquisition and retention programs (“Muggsy’s Mondays” and the “VIM / Very Important Muggsy Member” program) designed to increase and retain members of kids club, create tangible benefits and increase traffic in malls and online to Muggsy’s website and mall website

• Provided ongoing weekly analysis of registrations and promotion results to determine impact and effectiveness of campaigns


Celebrity Cruises Account Manager, 2003-2004 / Miami, FL

• Responsible for interactive marketing activities (emails, e-newsletters, promotions, online sweepstakes) designed to grow product sales, drive website interaction, stimulate trial among prospects and foster loyalty among past guests

• Managed the relationship with third-party vendor (Digitas) to facilitate the development of monthly e-newsletter distributed to 1.5 million people in database designed to increase brand awareness, stimulate web traffic and call volume, stimulate interest in distressed inventory destinations and increase bookings

• Responsible for the development of consumer re-contact strategies, database suppression guides, email best practices documents and ways to streamline all procedures


Greater Fort Lauderdale - Account Supervisor, 2001-2003 / Fort Lauderdale, FL

Convention & Visitors Bureau

Alfred Angelo Bridal, Prom & Occasion

• Key member in the development of presentation which led to the agency retaining the account

• Supervised strategic planning and execution on award-winning branding print advertising campaign

• Managed all media schedules (TV, radio, online) and coordinated print insertions for over 145 publications

• Prepared and maintained all budgets, reviewed and coded all estimates within government guidelines (i.e. SDBE, minority-owned businesses)

• Participated in Marketing Advisory Committee and Tourist Development Council Meetings

• Supervised the development of retail brand identity and positioning for Alfred Angelo Bridal

• Initiated, planned and managed print, TV, radio, collateral, POS promotions, online and direct mail from conception through production and implementation (for retail and wholesale initiatives) on Alfred Angelo Bridal, Prom & Occasion stores


TEL 954-***-**** • CELL 305-***-**** •


MetLife Financial Service Account Manager, 1998-2001 / Miami, FL

TD Waterhouse

PBM Products – “America’s Store Brand Infant Formulas”

JCPenney Credit Card

Food Network en Espanol

General Motors Corporation

Popeye’s Chicken

Holiday Inn

• Co-developed Hispanic marketing efforts including brand positioning, strategic planning, media recommendations, budget allocation, print advertising, collateral, broadcast and out-of-home

• Coordinated and organized primary research (focus groups) in multiple markets

• Supervised and managed Hispanic market introduction of “America’s Store Brand Infant Formulas” including coordination of photo shoots, contract negotiations with celebrity spokesperson, TV commercial production, print advertising, direct mail (co-op with Kmart and Walmart) and POP’s

• Managed public relations initiatives (press releases, press kit production and distribution, press interviews)

• Coordinated TV spot production for focus group testing for launch of new Hispanic network (Food Network en Espanol)

• Managed special projects including transcreation of jingle, in-store signage, ads and collateral for Popeye’s Chicken

• Orchestrated Hispanic market special event including displays, photo booth stations and media coverage (General Motors Corporation)


Miccosukee Resort & Convention Center Account Supervisor, 1996-1998 / Hollywood, FL

SeaEscape Casino Cruises

SunCruz Casino

Jewish Federation of Broward County

• Directed every aspect of creation and production of all print ads, collateral, online and broadcast

• Strategically planned and created specific advertising and collateral materials for grand opening of new resort for both trade and consumer markets

• Coordinated photo shoots, talent selection, negotiation of photographer and talent fees

• Maintained all media, production and special event budgets

• Managed research projects (i.e. opinion / attitude video surveys) for Jewish Federation used to determine new marketing efforts

• Supervised production of and maintenance of client’s website including adaptation of promotions and sweepstakes, establishing database through website hits and development of special travel agent incentives


TEL 954-***-**** • CELL 305-***-**** •


Sandals Resorts Account Executive, 1993-1996 / Miami, FL

Beaches Resorts

Air Jamaica

Air Jamaica Vacations

Roney Palace Condominiums

La Costa Condominiums

• Responsible for the management of all advertising and collateral material production from creative inception and development to production (while meeting unprecedented deadlines)

• Supervised and facilitated international versions of Sandals Resorts’ collateral in conjunction with translators and European sales offices resulting in increased awareness and visibility of Sandals brand with consumers and tour operators throughout Europe

• Handled daily account maintenance, status reports and hourly client contact

• Created and maintained competitive analysis files

• Developed timelines and managed all media schedules for trade, consumer, bridal, newspaper and co-op advertising (US & Canada)


Lennar Homes Assistant Account Executive, 1992-1993 / Miami, FL

• Assisted on full service account responsibilities for Dade, Broward and Tampa divisions of Lennar Homes account (client requests, status reports, budget reporting)

• Opened all work orders and print insertion orders

• Reserved all print media space with publications

• Responsible for tracking and reporting advertising results on a weekly basis to senior management and client


Internship June – August, 1991 / Miami, FL


• Alpha Delta Sigma Honorary Society (Ad Fed)

• Dean’s List, Florida International University

• National Dean’s List

• Recipient of the Advertising Federation Scholarship

• Registered in the “Who’s Who Among Students in American Universities & Colleges”


• Bachelor of Science, with honors, Advertising / Marketing • Florida International University, 1992

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