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Marketing and Social Media Consultant
Marcia Mack
Jan 2014 - Present (10 years 8 months)
Consult with startup companies on developing social presence, marketing and e-commerce strategies to introduce product to market.
• Develop and test Facebook campaigns, leading to improved click-throughs, increased conversions and sales.
• Create catalog content, develop product pages on Amazon platform.
• Optimize company Website for improved UX and shopping experience.
• Brand, identity and logo development
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Worldwide Demand Program Creative Lead
Apr 2008 - Dec 2013 (5 years 8 months)
Focal point leading end-to-end content development and project management of targeted marketing deliverables that created demand for IBM Rational offerings and solutions. Developed trusted advisor relationships with worldwide internal clients to lead development, align with and execute IBM's brand guidelines, business strategy, marketing initiatives and themes (e.g., Smarter Planet). Executed against the plan by teaming with external constituencies to produce deliverables including collateral, multimedia, rich media, infographics. Measured response of communication efforts and advised clients.
• Planed, estimated, managed and reported on $1.2M annual brand collateral budget, supporting Rational’s marketing framework.
• Managed agency interlock, statements of work, annual retainers and monitored agency performance, optimizing budget to provide the most cost effective solution while delivering on-target deliverables.
• Monitored and enforced IBM asset standards and best practices for content creation, ensuring consistent, aligned messaging and content reuse.
• Provided insights based on monthly asset usage reporting, eliminating ineffective and duplicate assets, redirecting approximately 10% of the content budget to more relevant materials.
• Managed rebranding of marketing collateral for IBM acquisition, resulting in a final billing of 21% below budget and enabling additional asset creation.
• Saved up to $65K annually by training, mentoring and integrating offshore marketing support teams.
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Director, Creative Services
Costa Mesa, CA
Dec 2005 - Apr 2008 (2 years 4 months)
Led execution of creative marketing deliverables to align with company business objectives and strategy. Managed external creative agencies as well as internal copywriters and traffic manager.
• Streamlined procedures and enhanced cross-functional relationships company-wide, facilitating an improved responsive workflow and department accountability.
• Sourced and managed print and direct mail vendors for improved quality and cost savings.
• Launched globally accessible web-based project intake and management system, enhancing client communication, enabling accurate reporting and improved delivery.
• Managed complete rebrand of collateral library and event materials as well as a redo of corporate graphic style brand manual, establishing consistent company branding and an updated look and feel.
• Implemented advanced training for editorial team to improve copy deliverables for web and SEO.
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Manager, Marketing Communications/ Graphics Lead
Apr 2004 - Aug 2005 (1 year 4 months)
Built graphics marketing communication department from the ground up, reporting to Vice President of Marketing. Supervised art / production / traffic staff of 6, plus freelance talent to top creativity and productivity. Interfaced with internal decision makers, outside agencies and vendors.
• Developed corporate style and brand strategies to establish continuity and enhance Meade Instruments’ global identity.
• Established traffic procedures, job numbering, proofing, traffic routing and permanent archiving systems to facilitate workflow, job management, delivery, accountability and job retrieval.
• Directed, designed and produced a variety of print and electronic projects from concept through delivery, enhancing shelf presence, strengthening product messaging and establishing Meade as a premium brand.
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Senior Marcom Product Specialist
Sep 2001 - Sep 2003 (2 years)
Planned and developed marketing communications and print collateral for distribution, channel and consumer from initial strategy and concept, to copy and design management, through production, print and delivery, leading a team of 3 graphic artists, 1 project specialist and outside agencies.
• Ensured implementation of creative vision and branding guidelines to leverage brand.
• Overhauled graphics and print buying practices, saving over $40K in 6 months.
• Developed style, copy and graphic templates to establish continuity through standardized collateral.
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Manager, Print Production / Project Specialist
Costa Mesa, CA
1998 - 2002 (4 years)
Manager, Print Production, Canon Software Publishing
Managed the division’s print projects from creative concept through final delivery.
Project Specialist, Marketing Communications
Supervised the creation, production and delivery of packaging, print and web marketing projects. Managed overall quality, accuracy, consistency, branding and timeliness.
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Senior Art Director
Bell Gardens, CA
1991 - 1997 (6 years)
Directed and designed a wide variety of creative projects. Sourced and purchased print, displays, incentives. Responsible for consistency of graphic efforts for advertising/marketing. Recruited art staff of four, plus freelance. Responsible for annual creative and print budget.
• Revamped graphics and established brand guidelines, resulting in upgraded casino image and increased customer base.
• Conceived, created and directed graphics projects that increased market presence and built gaming-customer base.
• Created menus and merchandising materials for two restaurants, sports bar and banquet facilities, increasing revenues by 27 percent in a six-month period.
• Produced employee incentive collateral, improving employee loyalty and morale.
• Purchased printing, display graphics, pre-press, signage, art and photography, improving quality and lowering costs.
• Awarded Certificate of Distinction, Champion Papers.