SUMMARY:
Strategic, data-driven marketing professional with over 10 years of experience delivering innovative and results-oriented marketing campaigns for single and multi-business enterprises. Talented at data analytics, creative development, advertising, event planning, sales management, and public/media relations.

 

SUCCESS:

• Elevated the quality of creative within the scope of my position at Darien Lake including website and social content, ride logos, in-park signage, season pass cardstock, etc.
• Successfully supported the launch of a new in-park concert series at Darien Lake through social-media promotion, digital advertising, and content marketing
• Continued the trend of annual record-setting attendance and revenues at Carowinds by tirelessly coordinating and executing all promotions, initiatives, and special events within my purview
• Maintained exceptional relationships with corporate alliance partners at Carowinds, coordinating and executing all promotions and sponsorships assigned to my role
• Doubled the frequency of favorable media coverage at Fantasy Island by implementing public relations best practices and leveraging media partners for added-value promotions
• Grew attendance by 10% and revenues by 5% at Fantasy Island by executing a new admission pricing model and by providing devoted marketing support to in-park revenue departments
• Established and enforced brand standards, content quotas, and best practices for P.R. and social media at Apex Parks Group’s 12 Boomers! and SpeedZone locations

 

SKILLS:

• Office 365 (high Excel proficiency)
• Adobe CC (PS, AI, ID, PR, AE, DW)
• Content Management Systems (various)
• CRM (ExactTarget, ZOHO, MailChimp)
• eCommerce (Accesso, Shopify, CORE, etc.)
• Project Management (Wrike, WorkZone)
• Digital Advertising (Search, Social, Display)
• Social (Hootsuite, Sprout, Falcon, etc.)
• HTML, CSS

 

STRENGTHS:

• Media Relations and On-Camera Media
• Media Buying (OOH, TV, Print, Radio)
• Event Planning and Execution
• Graphic Design and Video Editing
• Copywriting and Proofreading
• Data Mining and Visualization
• Budgeting and Expense Management
• Brand Management and Compliance

 

SCHOOL:

Niagara County Communicate College | 09.2010 - 05.2012

Associate of Science, Digital Media Production

Buffalo State College | 01.2013 - 12.2013

Media Production

Apex Parks Group & Fantasy Island | Buffalo, NY | 08.2017 - 06.2020

Corporate Manager, Digital Marketing & P.R. and Director of Marketing, Fantasy Island

• Annually developed the park’s marketing plan, marketing budget, ticket model, forecast, as well as additional plans for the company’s 12 Family Entertainment Centers (FECs)
• Managed and executed a season pass pricing and promotions strategy that increased unit sales by 350% (4.5x) over the course of two seasons and yielded the highest penetration rate within the company for cross-sold dining plans, drink bottles, and snack buckets
• Responsible for reporting season pass, cross-sold products, and consumer demand ticket sales performance, forecasts, and trends. Identified and executed proactive and reactive marketing tactics based on learned insights. Performed other data analysis as assigned
• Worked alongside the advertising agency to develop and execute multi-channel marketing campaigns, negotiate media buys, and secure added-value activations from media partners
• Oversaw the creative development of all marketing materials including brochures, print ads, digital ads, TV and radio spots, eNewsletters, websites, billboards, and in-park signage
• Responsible for the introduction of 10 new, plus the redevelopment of 5 legacy, consumer demand special events that successfully drove park attendance and incremental pass sales
• Helped identify, conceptualize, and bring to market annual marketable capital investment
• Served as the park’s spokesperson in addition to managing digital marketing, social media, and public/media relations efforts for the park and the company’s 12 FECs
• In conjunction with corporate marketing and key stakeholders, executed a high-stakes public/media relations effort in response to company restructuring and COVID-19 pandemic
• Oversaw the programming, testing, and deployment of all online tickets, season passes, cross-sell, up-sell, and retail packages within CORE cashless
• Member of the Manager on Duty program, which entailed maintaining the guest experience

 

Carowinds Theme Park | Charlotte, NC | 01.2016 - 08.2017

Area Marketing Manager, Special Events and Ticketing

• Coordinated the development and execution of large-scale promotions with our corporate alliance partners in the quick-service restaurant, grocery store, and travel-center industries
• Facilitated the execution of 3 new, plus the continuation of 5 legacy, consumer demand special events that successfully drove park attendance and incremental in-park revenue
• Responsible for the daily/weekly/monthly reporting of season pass and one-day ticket sales
• Developed materials related to strategic planning including road maps, content calendars, creative briefs, pitch decks, reports, and other supporting documents
• Oversaw the programming, testing, and deployment of all online tickets, season passes, cross-sell, up-sell, and retail packages within Accesso Passport
• Member of the Manager on Duty program, which entailed maintaining the guest experience

 

Darien Lake Theme Park | Buffalo, NY | 01.2014 - 01.2016

Digital Media Marketing Supervisor (Herschend Family Entertainment, Premier Parks)

• Managed all aspects of the park website, social media, and eNewsletter including copywriting, graphic design, coding, list management, scheduling, insights and analytics
• Coordinated with advertising agencies on the development and execution of digital marketing campaigns for season passes, one-day tickets, accommodations and concerts
• Facilitated the programming, testing, and deployment of all online tickets, season passes, cross-sell, up-sell, retail, and accommodations packages within Accesso Passport
• Member of the Manager on Duty program, which entailed maintaining the guest experience

 

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