Creative, strategic, collaborative, energetic, versatile and results-driven marketing and communications executive with a passion for botanical gardens and experience ranging from consumer products to media to nonprofit.
ATLANTA BOTANICAL GARDENJanuary 2002 to CurrentDirector of Marketing & Communications Atlanta, GA
Lead all marketing and communications efforts to drive visitation, build membership and enhance awareness for one of Atlanta's highest profile cultural institutions.
Oversee Media & Public Relations; Community Affairs; Brand Identity; Web Site & Interactive; Advertising, Promotion; Partnerships and Market Research.
Overall Results: Visitation and membership doubled between 2002 - 2004 as a result of effective new marketing programs and strategic use of public relations.
Cumulative marketing efforts have generated $100M+ revenue, a dozen plus new partnerships and half a billion media impressions.
Media & Public Relations: Oversee all publicity efforts resulting in an average of 50,000+ million print impressions annually (national, local and regional).
Strong media connections and reputation for providing excellence and authority in the field of gardening, horticulture and conservation.
Secured recurring spot for Garden on The Weather Channel's Forecast Earth.
Successfully led Garden through a two year media crisis in regards to the building a "green" parking facility as part of Garden's large expansion plan scheduled for 2009 open.
Built strong reputation as Atlanta's "best" in numerous media: "Best Place to Propose" Atlanta Journal-Constitution; "Best Outdoor Concert Series & Best Place to Learn About Horticulture," Atlanta magazine; "Best Public Art Project" Creative Loafing; and more.
Exhibitions & Events: Collaborate and create successful exhibitions and events to generate excitement and increase frequency of visits.
Created Cocktails in the Garden in 2003 to develop young professional audience.
Fueled by viral marketing starting with 900 emails in 2003 and has grown to 37,500 in 2008.
A 4,000+% increase in only five years.
Launched Concerts in the Garden in 2003 featuring nationally acclaimed musicians.
Majority of series sells out and helps build membership base through early sales period.
Direct annual blockbuster art exhibitions featuring Dale Chihuly, Niki de Saint Phalle, George Rickey and Henry Moore.
Chihuly in the Garden contributed over $60MM in tourism income (per Atlanta Convention & Visitors Bureau).
Web Site & Interactive: Built out and launched new Garden website in 2005 resulting in traffic increase of over 50% that year.
Grew Google mentions from 15,000 to 155,000 in only three years.
Average 21,000,000 hits per year.
Partnerships: Initiated new and exciting partnerships for Garden to benefit from cash and in-kind.
Turner Broadcasting System, Inc - largest corporate donation in Garden's history $5MM.
Comcast - $200K in-kind media value for Sculpture in the Garden 2008.
WSB-TV (ABC) - $800K in-kind media value for Chihuly and Niki in the Garden.
ATLANTA COMMUNITY FOOD BANKJanuary 1999 to January 2002Associate Director of Marketing Atlanta, GA
Directed all marketing, promotion and public relations efforts for high profile nonprofit with $7 million annual budget servicing more than 51 counties.
Brand Development: Led comprehensive effort to "brand" the food bank for first time in 20 year history.
Resulted in new marketing materials, website, tagline and public relations campaign to best position ACFB for successful $20 million dollar capital campaign.
Partnerships: Raised 25% of annual revenue ($1.5 million) through sponsored events, such as: Supper Club: 600% increase in donations.
Created valuable partnerships to offset costs and increase exposure.
Rebound Against Hunger: $20,000 raised in partnership with Atlanta Hawks in year one.
Public Relations: Oversaw press outreaches across all electronic and print media including CNN, ABC News, WSB, WXIA, WGCL, WAGA, Atlanta Journal Constitution, local radio stations, etc.
Marketing Initiatives: Led individualized marketing efforts for Food Bank's seven community building projects (e.g.
Atlanta's Table, Kids In Need, Community Gardening, TACK and more).
AMERICAN EXPRESS PUBLISHINGJanuary 1995 to January 1997Promotion & Merchandising Manager New York, NY
Created, presented and executed magazine promotions and innovative marketing partnerships with advertisers to provide added-value and heightened awareness for their products and services among target consumers.
Promotions and Sponsorships: Bermuda "Let Yourself Go" Tour: Staged a series of "culinary bus stops" at highly visible NYC locations featuring top chefs, cooking demos, contests and sampling.
Attracted national press coverage on FOX, Food Network, Travel Weekly and Adweek.
Delta Air Lines In-Flight Menu Program: Created a contest among the nation's top chefs to develop new in-flight menu for Delta's First and Business transatlantic passengers.
Included passenger tasting events, chef demos and press efforts in Atlanta and New York.
National press coverage on CNBC, Food Network, USA Today, MediaWeek.
Event Management: Food & Wine Magazine Classic at Aspen Sales Results: Attracted four new clients (Saab, Bermuda, Infiniti, DuPont) translating to 24 new national ad pages - approximately $1 million in revenue.
J. MABLEYJanuary 1994 to January 1995General Manager New York, NY
Co-partner in start-up business specializing in hand-crafted, custom upholstered furniture and interior design.
Promoted business via advertising (New York Times, New York Observer), publicity (InStyle, Martha Stewart) and creative direct mail efforts to members of design trade.
Business turned profit in first year.
THE CONDÉ NAST PUBLICATIONS, INCJanuary 1992 to January 1994Marketing Manager New York, NY
Designed and implemented promotion/event programs for advertising clients and the magazine to increase product's exposure among subscribers and retailers providing key service to sales staff.
Focused on automotive, liquor, sporting goods, electronics, fashion, fragrance and travel categories.
SAATCHI & SAATCHI ADVERTISINGJanuary 1989 to January 1992Media Planner New York, NY
Planned and implemented multi-media objectives and strategies (national/local TV, print, radio) for clients including: Little Caesars Pizza, Rums of Puerto Rico, Phillips Lighting and General Mills.
Evaluated diverse media opportunities and presented recommendations to clients.
Managed Little Caesars $90 million national media budget consisting of prime time national and local TV and radio.
SOUTHERN METHODIST UNIVERSITYB.A: English LiteratureEnglish Literature
Director at Large, American Public Garden Association Board 2010-2013 Chair, Atlanta Cultural Attractions Marketing Leaders Committee, 2004 - 2008 American Public Gardens Association Member / APGA Program Selection Committee 2007-2008 Member Marketing Chair, Atlanta Public Gardens Association 2010 Annual Meeting / Host Committee Children's Healthcare of Atlanta Friends Society 2007-2010, Member Winner, AMY Awards Bronze - Email Marketing Category 2004
AWARDS & OTHER Director at Large, American Public Garden Association Board 2010-2013 Chair, Atlanta Cultural Attractions Marketing Leaders Committee, 2004 - 2008 American Public Gardens Association Member / APGA Program Selection Committee 2007-2008 Member Marketing Chair, Atlanta Public Gardens Association 2010 Annual Meeting / Host Committee Children's Healthcare of Atlanta Friends Society 2007-2010, Member Winner, AMY Awards Bronze - Email Marketing Category 2004