Experience

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  Dawna L. Robertson - The Write Words

  • San Diego, CA & Honolulu, HI

  • Writer/Editor & Marcom Strategist

    • Jan 2000 - Present
    • San Diego, CA & Honolulu, HI

    Spearhead integrated communications solutions for marketing firms, advertising agencies, visitors bureaus, public relations firms, non-profit organizations and private businesses. Pitch and write feature stories on a diverse pool of topics ranging from CEO profiles and farm-to-table cuisine to wellness and Polynesian culture. Execute marketing, advertising and public relations programs via press releases, e-newsletters, advertisements, collateral materials, web content and social media. Streamline messages based on comprehensive knowledge of communications tools and techniques. Selected Highlights• Published in 30-plus print and online media outlets including USA Today, NY Times, HI Luxury, Honolulu Star Advertiser, Orange County Bride, Waldorf Astoria Magazine, Smart Meetings, Hawaii Military Guide, Marathon & Beyond, TravelAge West, Los Angeles Magazine, 7 x 7, Global Traveler USA, Hemispheres, Outside, Metro Canada, Recommend, Gayot, Huffington Post, Everytrail.com, Away.com, TripAdvisor.com and WatchBoom.com. Also authored features on culture and history for various hotel/resort in-room magazines including Disney Aulani, Halekulani Living, Fairmont Hawaii, Grand Waikikian and Waldorf Astoria.• Launched extensive rebranding program via corporate publications, advertising and collateral materials for Hawaiian Airlines. Authored company's 70th and 75th anniversary magazines, as well as initial Hawaiian Islands and U.S. gateways website content.
• Consulted and edited 540-page PowerPoint/112-page Word Document training and certification program designed for travel specialists.
• Elevated web traffic via social media, e-newsletters, press releases and feature articles for high-profile pet industry clients.
• Collaborate with publisher, sales team, production staff and designers as remote sections editor of a U.S.-based military magazine.

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  Schindler Marketing Group

  • San Diego, CA

  • Public Relations Director

    • Jan 2006 - Dec 2009
    • San Diego, CA

    Customized, managed and monitored comprehensive B2B (business to business) and B2C (business to consumer) communications programs for full-service marketing firm specializing in branding and website development. Defined goals, executed strategies and maintained media relationships to secure traditional and digital press coverage with targeted global media.Selected Highlights• Devised and supervised community events and grand opening media galas for nine international vacation resorts, wellness spas and restaurants in five beachfront destinations. Directed in-house team dedicated to generating global media exposure.
• Collaborated with sales team to create identities for resorts under construction based on conference calls, renderings and blueprints. • Executed multifaceted campaigns to combat and reverse declining bookings that resulted from negative “timeshare” perception.

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  Throb Inc.

  • Kaaawa, HI

  • Vice President, Director of Communications

    • Jan 1999 - Dec 2005
    • Kaaawa, HI

    Founded and developed special events and catering business operating on Oahu's North Shore. Developed business plan, executed marketing plan, supervised day-to-day operations, negotiated medical insurance, and managed payroll and food inventory.Selected Highlights• Secured national media coverage on Food Network's "Oahu Beach Eats" segment, assisting production team with scripted dialogue, editing, ground transportation and accommodations. • Created grass roots food contribution program for lower-income rural Oahu community.

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  Kapiolani Community College

  • Honolulu, HI

  • Public Information Officer

    • Jan 1997 - Jan 1999
    • Honolulu, HI

    Developed corporate identity and messaging, and implemented brand strengthening strategies for University of Hawaii-affiliated community college specializing in medical technology, travel industry management and culinary studies. Sparked corporate fundraising, student recruitment and community outreach efforts through targeted messages to select corporate and consumer niches.Selected Highlights• Executed extensive 12-department recruitment campaign through budgeting, copywriting, art directing and trafficking production of a
cohesive family of collateral materials.
• Revamped standard style guidelines manual for freelance graphic designers and publications promoting college projects.

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  Hawaiiana Group Incorporated

  • Honolulu, HI

  • Communications Director

    • Jan 1990 - Jan 1997
    • Honolulu, HI

    Oahu-based management company specializing in hotels, vacation condominiums, homeowners associations, residential communities and commercial real estate. • Supervised services for $1 million annual budget allocated to advertising, project management, marketing, public relations, promotions, media placement, production, desktop publishing and fulfillment programs. • Wrote, edited and monitored corporate advertising programs, newsletters, brochures, rack cards, press releases and sales videos.• Acted as customer service liaison by interacting with individual property owners, corporate sales department and resort guests.• Assisted sales and marketing team in execution of competitive pricing and bundling strategies designed to meet growth, retention and revenue goals.• Developed trade show materials and optimized co-op advertising/marketing through collaboration with industry partners.Selected Highlights • Spearheaded corporate standards and upgrade programs for 10 vacation condominiums and three hotels, ultimately elevating their competitive marketable standards. • Managed development of new corporate identities for departments diversifying within the parent company umbrella.