Marketing Communications / Consumer Products / $88K / Will Relo

– EXPERIENCED MARKETING MANAGER –

Highly accomplished, deeply driven, creative marketing professional with a successful 14-year track record developing and executing innovative promotional, advertising and public relations campaigns to generate leads, drive revenue, promote brand awareness and acquire new customers. Core competencies include:

· Marketing Management

· Corporate Communications

· Public Relations

· Team Leadership

· Strategic Planning

· E-Commerce Initiatives

· Budget Formulation and Management

· Ad Campaign Creation and Placement

· Email Prospecting

· Online Lead Generation

· Event and Tradeshow Planning

· Copywriting/Editing/Proofing

· Media Planning and Buying

· Brand Awareness

· Vendor Negotiations

· Collateral Design

· Target Market Identification

· Product Development

“When looking at Alexandra’s accomplishments over the past four years with respect to her specific goals and objectives, it is very easy to conclude that she more than far exceeded our expectations. It is, however, Alexandra’s work ethic and creative mind that I respect and consider her strongest attribute.”

–Stephen L. Barrett, Executive Vice President, Director of Marketing, Ivy Funds

–––––––––––––––––––––––––––– PROFESSIONAL EXPERIENCE ––––––––––––––––––––––––––––

CONCORD CAMERA CORP, HOLLYWOOD, FL 9/2007–11/2008

Marketing Communications Manager for high-tech safety product new business initiatives unit.

· Developed marketing strategy for consumer goods company including product marketing and life cycle planning, advertising and communication campaigns, set parameters to gauge success, tracked progress, analyzed results and reported program’s metrics to company’s executive board.

· Increased sales by 82 % by implementing innovative PR initiatives, in US and Canada, including 7 satellite television and radio media tours, generating publicity valued at over $3 million.

· Acquired story coverage in 588 newspapers resulting in 58 million impressions. Achieved 43 million unique impressions per month with aggressive online promotional campaign.

· Achieved 43 million unique impressions per month with aggressive online promotional campaign that incorporated paid placement, co-registration and contextual advertising.

· Wrote and implemented strategic marketing plan, solicited and managed $1M marketing communications budget, and recruited PR firm, national spokesperson, and advertising vendors.

· Analyzed existing competitive environment to evaluate untapped niche markets, profit potential, market size, consumer segmentation, trends, customer/regional factors and secondary markets.

· Engaged focus groups to test consumer response, appropriate target audience, desired product attributes, creative messaging, competitive advantage and brand perception for new product line.

· Revamped company website to drive growth, enforce reputation and promote brand excellence.

· Provided strategic creative direction for global communications projects including brochures, marketing collateral, press releases, sales tools, presentations, packaging and online advertising;

· Collaborated with PR agency to acquire exposure in Better Homes and Gardens and Working Woman magazines as well as on “Montel Williams” and “South Florida Today” television shows.

· Cultivated relationships with product managers, engineers and industrial designers while developing marketing plans, budgets, research models and positioning platforms for new products.

ALIENWARE CORPORATION (Dell Computers subsidiary), MIAMI, FL 7/2005–9/2007

Email Marketing Manager & Advertising Supervisor for $250 million computer manufacturer.

· Increased website traffic 83%, and obtained 55 million original impressions, by constructing and procuring print and broadcast media plan for high-performance computer manufacturer.

· Achieved $17 million in annual sales by writing, designing, deploying and tracking weekly email newsletters. Boosted revenue 35% by initiating promotions in company’s service-related emails.

· Decreased advertising expenses by 75% (print) and by 51% (email newsletters) by securing strategic vendor negotiations and co-branding partnerships with reputable industry leaders.

· Solicited and managed domestic print and broadcast advertising budget of $1.2M. Secured $1M

in annual added-value through free print ads, email newsletters, webinars and banner ads.

· Conceptualized and produced television commercial campaigns broadcasting on Discovery,

Sci-Fi, FUSE and G4 networks, as well as national Regal Cinema movie theater chain.

· Developed style manuals to enforce proper design, attributes, graphic integrity, color palette, typography, grammar and tagline usage among internal and external entities.

· Oversaw development and production of quarterly product catalog. This included copywriting, photo shoots, cover design, page dimensions and layout, paper selection and processing.

· Recruited and managed internal and external creative staff of 10 (including advertising agency).

· Directed creation of national print advertisements, television commercials, product packaging and manuals, website pages, retail collateral, POP’s and signage and tradeshow booth assets.

· Acquired free advertising space to write monthly technology article in national magazines.

· Pioneered affiliate program to successfully track and monitor all sales related to magazine ads, television commercials, email newsletters and online marketing activities and expenditures.

· Remained abreast of company’s reputation by monitoring social networking sites and blogs, conducting online surveys, incorporating mystery shoppers and performing customer interviews.

· Launched credit card financing program to stimulate revenue from 2.5 million-member database.

· Spearheaded national advertising campaigns targeting, business and corporate, information technology, education, healthcare, creative professional, government and consumer markets.

· Partnered with Warner Bros. licensing department to create Superman Returns TV/movie spot.

· Tracked, analyzed and reported metrics for email newsletter and website marketing campaigns.

MOXIE GROUP, DEERFIELD BEACH, FL 5/2004-7/2005 (moved to Miami)

Public Relations Specialist for boutique public relations firm catering to a specialized clientele.

· Executed global public relations, marketing, Internet, events and advertising programs to publicize clients in legal, medical, real estate development, IT, education, beverage and beauty industries.

· Created all client press releases, magazine ads, press kits, marketing collateral, website content, brochures, proposals, direct mail, newsletter copywriting, executive presentations and staff bios.

· Increased residential sales by 35% by developing and executing advertising, direct mail campaigns and tradeshow events for Shoreline, an international luxury resort on Grand Bahamas Island.

· Attracted national audience for coast-to-coast medical conferences given by doctors from Vitality Institute (Miami Beach, FL) and BodyLogic MD (Chicago, IL). Produced marketing collateral, booklets, brochures, press kits, newsletters, direct mail, website content and promotional material.

· Organized tradeshows including space reservations, collateral development, press release copywriting and distribution, furniture/utilities rental and post-show lead generation coordination.

· Wrote press releases, pitched and obtained feature stories in The Chicago Tribune, Chicago Sun-Times, The Miami Herald, Palm Beach Post, Sun-Sentinel and South Florida Business Journal.

· Prepared annual budgets and established timelines to achieve promotional objectives. Presented campaign results to clients via detailed monthly reports. Generated P&L statements for CEO.

· Identified, suggested and arranged speaking engagements at tri-county Chamber of Commerce and professional group events to enhance clients’ reputation and exposure in the community.

· Built distinct brand identities for each client including logo design, color palette and typography.

· Purchased all print and broadcast media for magazine, newspaper and radio advertisements.

· Worked as project manager to ensure tight production and media placement deadlines were met.

· Analyzed and presented campaign results to entire client base through detailed monthly reports.

IVY FUNDS, BOCA RATON, FL 9/1999-5/2004 (company sold and relocated)

Creative Director for $6 billion international mutual fund company.

· Spearheaded all creative campaigns, public relations, media planning and buying, RFP/proposal development, vendor/contract negotiations, merchandising placement and editorial copywriting.

· Solicited and managed annual advertising budget of $2.1M. Designed monthly advertisements for The Wall Street Journal, The New York Times, Ticker, Financial Planning and Smart Money.

· Created and developed over 500 electrifying marketing products including semi/annual reports, prospectus, RFPs, brochures, quarterly materials, exhibition booths, collateral, buckslips, postcards, multimedia presentations, promotional products, print newsletters and website content.

· Engineered layout, project timelines, print production schedule and product turnaround of semi, annual reports and prospectus that would have resulted in daily fines by the Securities and Exchange Commission if time-sensitive projects had missed crucial deadlines.

· Produced multimedia presentations for the marketing and sales executives. Conceived, wrote and designed prospecting kit, fact sheets, article reprints and prospectus for new Global Value Fund.

· Earned certification from Fred Pryor’s “Mistake-Free Grammar & Proofreading” seminar.

· Researched and audited the industry’s competitive landscape, by creating and maintaining an

up-to-date library of national and international mutual fund marketing collateral.

· Facilitated strategic planning and positioning of Ivy Funds brand, as acting international and domestic brand manager, to promote asset management firm during difficult bear market.

· Hired, trained and motivated creative staff of five and managed vendor contracts and negotiations.

· Established and maintained database of media and customer contacts for lead generation activities.

· Served as writer and editor for monthly newsletter, supervising all design and print production.

CHAMPION COMPUTER CORPORATION, BOCA RATON, FL 1997-1999

Marketing & Advertising Supervisor of computer hardware and software distribution company.

· Managed national promotions and publicity campaigns targeting B2B and B2C clients for over ten computer hardware, software, peripheral and services lines for ‘IBM premier partner’.

· Increased sales revenue $2.5M and boosted company morale with innovative sales contest.

· Designed, wrote and produced all marketing materials including corporate collateral, magazine advertisements, proposals, packaging, tradeshows, sales tools, website content and direct mail.

· Managed projects from conception to completion presiding over bids, budgets and contracts.

· Expanded industry presence by organizing over a dozen annual tradeshows and conventions.

· Monitored production traffic, printing vendors, project timelines, proofing and editing.

· Spearheaded marketing, brand awareness, promotional and public relations activities.

BOCA BEVERAGE—ARIZONA ICED TEA, DEERFIELD BEACH, FL 1994-1997

Marketing Coordinator for producer of premium flavored iced tea and energy drinks.

· Escalated order efficiency 40% by converting company to paperless order processing system.

· Developed and executed marketing strategies in major beverage markets through the coordination of promotional activities with retailers and wholesalers, including off-site taste testing promotions.

· Increased profit margins by designing, creating and executing a comprehensive radio advertising plan that targeted and captured previously untapped young adult market.

· Formulated promotional budget and selected media outlets for soft drink advertising campaigns.

· Facilitated market research and analysis to predict volatile cultural and market trends.

· Provided guidance, motivation and technical support to assist offsite sales and distribution team.

–––––––––––––––––––––––––––––––––––– EDUCATION ––––––––––––––––––––––––––––––––

FLORIDA ATLANTIC UNIVERSITY, 1994 – Boca Raton, Florida

Bachelor of Science in Marketing Business Administration

FASHION INSTITUTE OF TECHNOLOGY, 1989 – New York, New York

Associate’s Degree in Fashion Design

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