Allison Northrop
Woodbury,MN
Summary
Innovative results-driven leader with over 8 years of extensive experience in large-scale events and promotions, marketing, and training with a strong commitment to delivering unique and memorable event experiences.
Overview
18
18
years of professional experience
Work History
Event Manager
Mystic Lake Casino & Hotel
07.2023 - Current
- Develop and execute comprehensive event plans for large-scale events: New Year's Eve, Rock & Rockets, Rib Fest, and Amphitheater concerts resulting in successful results that collectively attract over 50,000 guests.
- Conduct post-event analysis of budget and revenue and analyze the success of promotions and events.
- Establish trusting relationships with outside vendors and partners to increase brand recognition.
- Effectively lead and support over 20 promotional coordinators and over 100 volunteers through consistent communication and thorough procedures to successfully execute events and promotions.
- Proven track record of increasing attendance, and revenue, negotiating contracts with vendors, and supervising event staff and volunteers.
- Oversaw preparation and management of event budgets to deliver at or below projected costs.
- Supported senior leadership by developing status reports on activities related to planning, scheduling, and proposal development for various events.
Senior Marketing Representative
Mystic Lake Casino & Hotel
05.2022 - 07.2023
- Successfully planned and executed the largest promotional events in Mystic Lake’s history (Rib Fest, Rock & Rockets, VIP New Year’s Eve, and SKOL Season) resulting in record profits and guest attendance.
- Streamlined event and promotional processes by establishing thorough procedures, increasing cross-departmental collaboration, and seamless events.
- Demonstrated leadership through cross-functional collaboration to streamline promotional and event processes to achieve organizational goals.
- Created and launched campaigns across digital and traditional channels to increase brand awareness and attract new guests to Mystic Lake.
Marketing Representative
Mystic Lake Casino & Hotel
01.2014 - 05.2022
- Plan and execute off-site activations such as the State Fair, Lakefront Music Fest, and Twin Cities Summer Jam to increase brand-building awareness.
- Proven ability to plan and execute casino-wide promotional and VIP events from beginning to completion while adhering to strict timelines, procedures, and budgets, and achieving the highest-grossing promotions in Mystic Lake history.
- Consistently demonstrate effective organization, time management, and critical thinking skills.
- Developed and implemented comprehensive marketing strategies to increase brand awareness and customer acquisition.
- Managed budget for marketing initiatives, carefully keeping spending within allocated limits.
- Created and implemented customer loyalty programs to increase customer retention and loyalty.
Assistant General Manager
The Travel Academy
06.2011 - 01.2014
- Promoted from Office Manager to Assistant General Manager in one year.
- Successfully doubled the size of school and organizational profits through increased Marketing initiatives of social media platforms, organic SEO, PPC advertisements, and website materials throughout the United States and Internationally.
- Managed daily school and office operations for over 100 students, 14 staff members, and daily interns while ensuring quality, superior organization, and efficiency.
- Worked daily with students on coordinating student arrivals, orientation, curriculum and career advising, and Post-9/11 GI Bill benefits.
- Assisted the General Manager in planning and executing graduation events, field trips, guest speakers, job fairs, and recruiter visits.
- Planned and implemented student immigration approval for international students to drive sales and increase global brand awareness.
- Assisted international students with student visa applications, travel, and accommodations.
- Created and distributed a monthly marketing newsletter with an audience of over 30,000, and daily blogs.
*Resolved customer or staff concerns in a diligent, fair, and ethical manner.
Credentialing Coordinator
Optum
11.2009 - 06.2011
- Assisted in streamlining the credentialing process by identifying opportunities for innovation to increase productivity while maintaining high-quality standards. Resulting in over $1,000,000 in savings in the department.
- Demonstrated leadership through collaboration with team members and cross-functionally to resolve problems and promote change.
- Demonstrated accuracy by ensuring organization and completeness of healthcare providers credentialing applications, resulting in increased efficiency.
- Executed professional customer service through daily communication with healthcare providers to assist, educate, and understand the credentialing process.
Promotions Coordinator
CBS Radio
03.2006 - 05.2009
- Created marketing materials for events to increase brand awareness of radio stations.
- Successfully executed promotional events such as trade shows, Minnesota State Fair, Minnesota Twins Games, and concerts.
- Coordinated with owners and managers of events before, during, and after promotional events to ensure the highest customer satisfaction.
- Trained employees on office operations and promotional activities.
- Worked closely with the Promotions Director and cross-functionally on multiple events while under strict timelines.
Education
M.A. Leadership | Management -
Concordia University
Saint Paul, MN01.2012
B.A. Communication Studies -
Hamline University
Saint Paul, MN05.2008
Skills
- Team Leadership and Supervision
- Cross-Functional Teams Leadership
- Process Improvement
- Promotional Planning
- Event Coordination
- Event Execution
- Vendor and contract negotiations
- Advertising and marketing
- Vendor relationships
Timeline
Event Manager
Mystic Lake Casino & Hotel
07.2023 - Current
Senior Marketing Representative
Mystic Lake Casino & Hotel
05.2022 - 07.2023
Marketing Representative
Mystic Lake Casino & Hotel
01.2014 - 05.2022
Assistant General Manager
The Travel Academy
06.2011 - 01.2014
Credentialing Coordinator
Optum
11.2009 - 06.2011
Promotions Coordinator
CBS Radio
03.2006 - 05.2009
M.A. Leadership | Management -
Concordia University
B.A. Communication Studies -
Hamline University