Experience

Boar's Head Inn
• United Kingdom
• Restaurants
• Marketing & Communications Manager

  • Feb 2017 - Present

University of Virginia
• United States
• Higher Education
• 700 & Above Employee
• Marketing Manager

  • May 2016 - Feb 2017


City of Roanoke, VA

• United States
• Government Administration
• 400 - 500 Employee

• Parks & Recreation - Marketing & Events

  • Aug 2011 - Apr 2016

  - Active member of a four-person executive team focused on all aspects of the department's overall business plan. - Responsible for all traditional and interactive marketing for the parks and recreation division and created the department’s inaugural multi-channel marketing plan designed to grow brand awareness and increase program participation. - Managed, from concept to completion, the quarterly Play Magazine that worked as a program guide supplemented by content marketing to increase overall reader engagement. - Used Google Analytics data to show gaps in the division’s prior marketing process leading to the agency’s first dedicated web site that now receives nearly 10,000 hits per month. - Actively engaged a social medial ambassador team that contributed to the success of the department’s overall social media plan including Facebook, Twitter, Instagram and Youtube. - Successfully conducted a series of media events including ribbon cuttings, grand openings and press conferences garnering a wealth of exposure on local TV, radio, web and newspaper mediums. - Created and managed the Roanoke 100 miler, which is an active-living public relations campaign designed to promote a healthy lifestyles throughout the Roanoke Region. - Worked as the event director for several large-scale events with the ultimate goal of building the Parks and Recreation brand and driving revenues. - Planned, managed and marketed the Gallop 4 the Greenways event and used grass roots marketing tactics to grow attendance by nearly 100 percent. Show less



Lehigh Outfitters

• Director, Consumer Sales & Marketing

  • Nov 2007 - Apr 2011

  - Managed the redesign of six brand web sites. Responsible for creating and managing 3 B2C sites targeting a $4 million annual sales goal. - Restructured company's outlook on web business and implemented several fast-forward techniques including Google/Bing pay-per-click programs and enhanced search engine optimization while applying analytics to track success - Used our marquee brand to develop a dynamically engaging website featuring streaming video, 3D motion product views, dynamic zoom and a unique online photo contest - Managed the Company's new direct marketing initiative which included comprehensive email marketing combined with strategic collateral to drive sales to web - Managed all aspects of B2B marketing for field business including direct mail, catalogs and collateral, website development, trade shows and advertising campaigns - Planned and activated all retail store promotions and advertising through multiple media channels. Also responsible for all store fixtures, graphics and point-of-purchase - Lead manager in charge of all company trade shows and promotional events - Responsible for day-to-day management of in-house staff and three agencies Show less



Rocky Brands, Inc.

• United States
• Retail Apparel and Fashion
• 300 - 400 Employee

• Director of Marketing

  • Nov 1997 - Nov 2007

  - Worked as the sole marketing director with a nine-person, in-house marketing department accounting for more than $230 million in sales for six brands. Promoted four times during a nine year span within the marketing communications department - Directly managed three marketing managers, three graphic designers, a trade show coordinator and a marketing/co-op advertising coordinator - Maintained an overall $2.5 million marketing budget with an encompassed $1.5 million television, promotional events and print advertising budget - Created, in conjunction with the Rocky IT Director, the company’s first B2C direct sell website that surpassed $1 million in sales - Managed and coordinated company’s trade shows featuring a 60x90 Shot Show booth, a 50x100 WSA booth and a 30x40 peninsula booth at the Outdoor Retailer Show. - Produced and created more than 20 national tv and radio spots and 10 product videos in conjunction with an in-house group, ad agency and/or external production houses - Established an entirely new p.r. and publicity campaign that gained four times more press within a 12-month timeline. Program was eventually handed off to an outside agency. - Developed concepts, wrote copy and managed, from start to finish, more than 10 B2B catalogs for the Rocky Outdoor Gear brand while working under tight deadlines Show less



College Prospects of America

• United States
• Spectator Sports
• 1 - 100 Employee

• Editor

  • Aug 1997 - Nov 1997

  - Worked as an editor for all in-house print promotions. - Used proprietary content management system to upload client data and update the CPA web site. - Worked as an editor for all in-house print promotions. - Used proprietary content management system to upload client data and update the CPA web site.