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Sr Director Integrated Marketing Communications Resume Example

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Jessica Claire
  • , , 100 Montgomery St. 10th Floor
  • H: (555) 432-1000
  • C:
  • resumesample@example.com
  • Date of Birth:
  • India:
  • :
  • single:
Professional Summary

Collaborative and creative problem solver who gauges multiple perspectives to drive consensus and alignment. Transforms business strategies into powerful execution plans that drives consumer engagement and revenue growth. Empowers and evangelizes poignant and distinguished brand delivery. Cultivates co-operative marketing alliances with dynamic brands, intellectual properties and synergy partners. Synthesizes workflow processes to maximize efficiency and stimulate creative excellence. Relatable leader proven to develop highly engaged, cross-functional teams that raise productivity along with morale.

Skills
  • Building Brand Communication Strategies
  • Directing Creative Marketing Initiatives
  • Campaign Analysis and Improvement
  • Process Improvement
  • Leading Project Management Departments
  • Budget Forecasting
  • Legal Issue Resolution
  • Managing Relationships with Clients and Partners
  • Building and Leadings Strong Teams
  • Surpassing Performance Targets
Work History
Sr. Director, Integrated Marketing Communications, 10/2015 to 12/2021
Yum! Brands, Inc. Louisville, KY,

Fulfilled a critical leadership role within the in-house marketing and advertising agency for Universal, with accountability for a $12MM operating budget and $48MM in annual marketing and advertising spend. Managed relationships and contracts with outside agencies, vendors, as well as strategic, promotional and licensing partners. Exercised responsibility for performance of five teams: Resource Management, Project Management, Brand Standards, Licensed Partners, Global Promotions Activation.

  • Executed 45 campaigns and 11,500 internal agency projects annually. Managed campaign, program, and project scopes to ensure the achievement of all milestones and deliverables on-time and within budget, delivering $15MM in savings.
  • Built and trained a 32-person Project Management department from the ground up to support the Sales and Marketing teams in campaign planning and execution. Promoted 13 to elevated roles.
  • Tracked and reported campaign statuses and risks to senior leadership. Led twice weekly Executive Strategy & Creative Review meeting to present high-dollar campaigns and projects to the CMO and Sr. Executive stakeholders for approval.
  • Expanded brand messaging to global audiences through co-branded third-party promotional campaigns. Innovated partner communication strategies to integrate Universal Parks messaging in $120MM of partner media, garnering hundreds of millions of impressions each year.
  • Drove annual planning process and schedules, working with colleagues in Brand, Marketing Communications, Corporate Communications, Strategic Partnerships, Media, Digital Strategy, Social Media and Sales.
  • Collaborated with the organization’s travel company on vacation package development and distribution opportunity for promotional partners, capturing an incremental $400k in revenue the first year.
Director, Integrated Marketing Communications, 06/2013 to 10/2015
Universal Orlando Resort City, STATE,

Promoted to a newly-created role following the restructuring of the Sales and Marketing organization, building a self-subsidizing internal creative resource agency. Procured and deployed workflow and asset management software systems that included Workamajig, Caspio, and XDAM. Exercised responsibility for performance of three teams: Resource Management, Brand Standards, Licensed Partners.

  • Scaled the department’s capabilities to increase creative team volume by over 100% in two years, and by more than 200% in three years.
  • Modernized campaign and resource visibility and reporting and provided access to 6MM assets and archive project files through implementation of workflow (Workamajig) and DAM (XDAM) platforms and development of Agile and Waterfall project templates + workflows.
  • Defined guidelines for brand usage across all Universal theme parks and resorts; Enhanced brand messaging and provided competitive distinction in +800 partner developed marketing tactics.
  • Lowered administrative time spend by Creative Managers by 25% by launching Creative Traffic + Resourcing team to control assignments, scheduling, and approvals.
  • Fostered relationships with 87 intellectual property owners, overseeing licensing, non-royalty approval submissions, and agreements for marketing use; Negotiated asset and bundling review strategies that improved speed to market with +42% increased approvals and +36% improved approval response time from licensing partners.
  • Standardized the submission process, creating a Licensed Partner Tracking Workflow database to document, store and provide real time visibility to intellectual property usage, feedback, approvals and denials.
  • Achieved and sustained employee satisfaction survey ratings that were 16 points above the Marketing Team average and 9 points above the company average.
Director, Advertising, 03/2010 to 06/2013
Universal Orlando Resort City, STATE,

Focused teams on developing innovative and cutting-edge solutions at all levels with effective resource allocation and strategic planning and execution of Brand and Trade Marketing programs. Managed up to 14 account executives and 24 creative professionals, with the authority to review, hire and retain outside agencies and freelancers.

  • Established campaign prioritization goals and executions for new product attraction launches that contributed double digit attendance increases to plan for Wizarding World of Harry Potter, Hollywood Rip Ride Rockit, Despicable Me, Transformers, and Diagon Alley (Harry Potter phase II.)
  • Re-branded Annual Pass program and introduced new passholder product options and monthly flex-pay option that quadrupled passholder base in two years.
  • Introduced Universal’s first on-site value hotel (Cabana Bay Beach Resort) and additional 1,200 room inventory through brand campaign and targeted OUS and FL resident calendar offers that contributed to 92% occupancy in first year.
  • Redefined project intake processes and requirements in collaboration with Creative Managers which expedited first comp deliveries on average by three days and improved strategy delivery.
  • Achieved and sustained department employee satisfaction above the Marketing Department average by 14 points and six points higher than the company average.
Manager/Sr. Manager, Advertising, 04/2004 to 03/2010
Universal Orlando Resort City, STATE,

Supervised and directed team of up to eight account executives supporting Brand and Trade Marketing program execution. Developed and implemented campaigns that promoted new product attraction launches, annual events, trade marketing and partner co-operative initiatives that enhanced brand awareness of Universal theme parks, on-site hotels, and the entertainment complex and increased ticket/package sales.

  • Delivered consistently solid results, planning and delivering advertising campaigns for over 50 annual events and nine new attractions.
  • Improved response rates for direct response media to Florida residents by 21% by improving template formatting and the report and react procedure.
  • Re-engineered messaging at the front gate for theme parks, sparking a 28% increase in sales of 2-park tickets.
  • Orchestrated and executed implementation of a $1.5MM co-funded network of digital signage and displays throughout the resorts with partner Discover Card, and established standards and best practices for creative messaging and scheduling.
  • Debuted an online creative resource library for use by internal employees and outside partners, reducing creative resource to fulfill by 90% and lowering the volume of paper requests by 70%.
Education
Bachelor of Arts: Communications, Expected in 05/1997
to
University of North Florida - Jacksonville, FL
GPA:
  • Majored in Advertising and Design
Affiliations

Member, American Marketing Association (AMA)

Member, In-House Agency Forum (IHAF)

Professional Development
  • The Leadership Challenge
  • Outward Mindset
  • NBC Talent Lab PIVOT – Leadership Development Training for new NBC/Universal Directors and Vice Presidents
  • NBC Talent Lab STREAM – Digital and Tech Skill Building for Leaders Transitioning into Digital Business

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Resume Overview

School Attended
  • University of North Florida
Job Titles Held:
  • Sr. Director, Integrated Marketing Communications
  • Director, Integrated Marketing Communications
  • Director, Advertising
  • Manager/Sr. Manager, Advertising
Degrees
  • Bachelor of Arts