Accomplished Media Relations professional with expertise in building and strengthening brands through strategic media campaigns. Highly effective and experienced developing and executing communication outreach functions through all media channels to increase media exposure and support strategic marketing initiatives that drive high economic ROI. Collaborative leader and corporate spokesperson who excels in big idea generation, working in cross functional business process, leading personnel and project management, and establishing communication protocols that result in successful brand messaging and increased revenue.
Skills
Developed successful marketing communications plans for North America’s first LEGOLAND Hotel and first LEGOLAND Castle Hotel resulting in a combined 5 billion in total media reach
Secured more than 10.3 billion in total media reach the past nine years through communication outreach and media campaigns for special events, promotions, and more than 20 attraction openings
Excel in developing and implementing successful brand and product programs resulting in increased revenue through Hotel bookings and full price ticket sales
Provided cross functional support and communications expertise for new attraction openings, major press announcements, and educating staff on best practices at sister properties which include LEGOLAND Florida, LEGOLAND New York and LEGOLAND Japan.
Microsoft Office
Cision Media
Later Publishing
Canva Graphic Design
Social Media Platforms (Instagram, Facebook, Twitter, YouTube)
Crisis management
Special events
Media training
Story Telling
Experience
Senior Media Relations Manager, 11/2011 to Current Amazon.Com, Inc. – Virtual Location - Illinois, IL,
Design, implement and lead multi-level media campaigns for but not limited to special events and promotional opportunities that support new openings, model unveils and community outreach resulting in secured media coverage and strengthening consumer brand awareness.
Foster and maintain relationships with local, regional and national press including key influencers across all media and social media channels resulting in maximum exposure for the Resort and increased organic opportunities.
Developed crisis communication plan lead crisis management team by acting as Public Information Officer and liaison with key city officials, maintain and update crisis communication handbook, and identify opportunities to improve policies and procedures.
Lead counsel and support to executive team for interviews, speaking engagements and press conferences by drafting speaking points, scripts and offering media training resulting in secured national TV interviews, articles and participation as industry leaders.
Successfully manage $450,000 PR operating budget ensuring budget is balanced, identifying cost saving opportunities and best practices are being kept.
Supervise social media activities including Resort ambassador blogger program resulting in an expanded reach and voice of Resort messaging.
Acting spokesperson representing the Resort in media interviews, conferences, and community outreach resulting in increased positive awareness of the brand.
Communications Manager, 01/2007 to 03/2011 Boston Public Health Commission – Boston, MA,
Planned, implemented and managed all PR functions for 11 vertical markets that resulted in 83% brand exposure in media coverage secured.
Mentored and supervised internal PR team of four on corporate positioning, major media campaigns, and daily functions.
Leveraged social media channels (corporate blog, bloggers, Twitter and Facebook) to strengthen brand exposure and increase online traffic.
Worked cross-functionally with executive staff, marketing team and sales directors to identify and formulate strategies for potential communication opportunities.
Instituted communication guidelines for distributing news, crisis management, third party announcements, and company acquisitions.
Media Relations Manager, 06/2005 to 08/2006 Avalara Inc. – Anywhere, AK,
Lead national public relations program surrounding Aspen Skiing Company’s four-mountain resorts
Contributed to overall management of $500k marketing/communications budget specifically the national media categories
Pro-actively and successfully pitched broad-based media including Men’s and Women’s Interest, Travel, Fashion, Health, Family publications, newspapers and broadcast outlets
Organized and hosted media trips with top 100 media outlets including Time Magazine, Outside Magazine, Boston Globe, Los Angeles Times, New York Daily News, and travel publications
Created opportunities through commercials and broadcast/media filming resulting in successful placement in action sports films and networks including The Travel Channel, Discovery Channel, MTV, and ESPN
Experienced in the travel/tourism field, fashion and action sports hard goods
Public Relations Specialist, 01/2000 to 06/2005 The Upper Deck Company – City, STATE,
Upper Deck a leading sports and game entertainment trading card and collectibles company.
Education and Training
Bachelor of Science: Business Administration, Expected in California State University - San Marcos, GPA:
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