Allison M. Smith
Hudsonville,MI
Summary
Detailed professional with marketing experience in both private and public sectors. Successful record of executing marketing campaigns, creating and producing events, public awareness campaigns, and community fundraisers. Capable of generating brand awareness and market positioning, building public relations, and utilizing effective business acumen.
Overview
5
5
years of professional experience
Work History
Regional Marketing Manager
Bethany Christian Services
07.2018 - Current
- Works collaboratively with 13 Bethany branches consisting of 32 offices on their annual marketing plans and executed them to meet individualized regional goals with a $500,000 budget
- Enhance Bethany’s brand as a global family and child preservation agency through innovative marketing
- Implement and lead digital strategic priority for marketing department ensuring each KPI was met within the team's goals by service line and analyzing metrics for continued optimization
- Ongoing collaboration with Branch Directors regarding branch goals, annual marketing campaigns, planning, grassroots marketing, and competitive and market research
- Execute and negotiate paid media strategy for branch locations including radio, OOH, digital, social, & SEM
- Created content for marketing materials including rewriting industry terminology into marketing focused copy
- Project management of marketing collateral; ads, brochures, flyers, mailers, posters, signage, and various pieces
- Maintain and cultivate vendor relationships to enhance Bethany’s mission
- Works collaboratively with cross functional teams on various corporate special projects and pilots
- Oversee all marketing aspects for Bethany’s Safe Families for Children including creating print materials, executing digital campaigns, and overseeing the programs rebrand
- Provides regular reporting using Microsoft Power BI that includes statistical data on campaign performance and return-on-investment (ROI) to branch and organization leadership
- Responsible for branch event development and execution with the goal of fundraising, client recruitment and brand awareness.
- Implemented new product line launches by initiating strategic advertising projects, marketing tactics and social media alliances.
- Boosted customer satisfaction ratings, increased client retention, grew market share and decreased lag time by implementing process improvements.
Communications Specialist
Steelcase Inc
2017
- Dual role supporting sales and marketing efforts for Steelcase’s new business venture for event experiences
- Marketing Function Accomplished successful place-making events in new markets to generate business and brand awareness
- Lead event experiences project team on site leadership post event market position
- Maintained and updated various marketing tools that successfully expanded market growth
- Developed event experiences promotion to gain customer exposure and fulfill customer requirements
- Sales Support Executed sales proposals that led to $700,000 in revenue
- Developed marketing tools to generate event leads for perspective clients and industries
- Assisted with strategy and drive execution of in-market trade show events
- Developed a wide range of creative approaches to support customer event planning to meet event expectations.
Marketing Director
NAI Wisinski of West Michigan
2015 - 2017
- Oversaw all aspects of marketing positioning for global commercial real estate and brand standards
- Implemented, produced and designed market reports showing specifics like net absorption, vacancy rate, RBA, new construction to position as an industry leader in the market
- Created reporting to track annual marketing budget and maintain cost analysis of $200,000
- Oversaw communications, promotional activities, and public relations to support brand/marketing strategy
- Implemented marketing and advertising campaigns in both print and digital & other marketing materials
- Developed mobile app that digitalized portfolio listings for sales customer face to face presentations
- Oversight of local and regional press coverage and hosted media events
- Designed and built all ad work, brochures, annual reports, marketing forecast and other marketing pieces
- Oversight of marketing technology drone footage development, and podcasts
- Managed social and digital media: company website, mobile app, Facebook, Twitter and website blog
- Managed media relations, speaking engagements, special events, and community outreach activities
- Collaborated with corporate and regional market counterparts to position new marketing materials and strategies
- Created listing and marketing packages for offering memorandums
- Prepared ads and inserts for print media (GR Business Journal, MLive)
- Developed and coordinated Education Series for clients and referral sources
- Worked in collaboration with marketing firm to develop strategy and monitored results for ecommerce advertising.
Communications and Marketing Manager
Wedgwood Christian Services
2013 - 2015
- Recommended marketing improvements to develop for external marketing communications with executive team
- Managed promotional strategies to integrated marketing communications framework
- Implemented and managed all aspects of marketing budget
- Designed and maintain marketing materials and brochures for more than 35 different programs
- Coordinated, wrote, edited and designed donor news magazine (distribution of 6,500 donors)
- Collaborated with Leadership Team to implement effective communications and PR plan for the agency
- Development marketing tools program specific marketing through constant contact (distribution of 5,000 clients)
- Planned multiple fundraiser events generating over $800,000 in donations
- Executed marketing design for event materials, promotion, and press releases
- Developed strategic relations with media for news and publicity opportunities
- Social media marketing management (Facebook, Twitter and Agency Website) and implementation of marketing and public relations strategy
- Redesigned for Wedgwood’s Manasseh Project website and expanded social media presence
- Implemented HootSuite to convey Wedgwood news and events across multiple social media platforms.
Assistant Director of Development
Women’s Resource Center, WRC
2011 - 2013
- Developed and implemented strategy to support an annual budget of $2,000,000
- Managed annual giving campaign by cultivating relationships with current and potential corporate clients
- Procured grants that generated more than $50,000 in donations
- Produced direct mail campaigns, press releases, annual reports, expanded donor database that increased donations
- Planned and coordinated fundraising events to raise awareness campaigns
- Oversaw volunteer training, internal/external community awareness programs, luncheons, and retreats
- Developed and implemented marketing and public relations strategies, wrote newsletters and maintained social networking tools (Facebook, Twitter, and agency web site.
Education
B.A. - Marketing & Public Relations, Public Relations, Imaging & Graphic Design
Western Michigan University (Haworth College of Business)
Kalamazoo, MI2011
Skills
- Marketing and Communications
- Digital Campaigns
- Social Media Management
- Annual Marketing Report
- Budgeting and Execution
- Adobe Creative Suite
- Graphic Design & Web Development
- Event Planning Execution
- Public Relations
- Non-Profit Marketing Strategy
- Market Research Analysis
- Brand Messaging
Timeline
Regional Marketing Manager
Bethany Christian Services
07.2018 - Current
Communications Specialist
Steelcase Inc
2017
Marketing Director
NAI Wisinski of West Michigan
2015 - 2017
Communications and Marketing Manager
Wedgwood Christian Services
2013 - 2015
Assistant Director of Development
Women’s Resource Center, WRC
2011 - 2013
B.A. - Marketing & Public Relations, Public Relations, Imaging & Graphic Design
Western Michigan University (Haworth College of Business)
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