AMY SCHUMANN
Bozeman,MT
Summary
Amy is a motivated Public Relations and Social Media Manager who brings expertise in traditional and innovative online platforms, content creation and audience engagement techniques. Performance-driven with meticulous analytical and technical skills. Confident in planning and executing multi-platform campaigns to drive brand success. Experience working with cross-functional teams to achieve marketing and brand development goals.
Overview
17
17
years of professional experience
Work History
Communications and Social Media Manager
WEST PAW
Bozeman, Montana
01.2012 - Current
- Develop communications plans to support brand news announcements and product launches which helped lead to 50% net profit growth in 2021 vs 2019.
- Coordinate press conferences, public appearances, interviews, and on-site events.
- Lead all press material development including press releases, social media content, educational materials, FAQ’s, and company bios.
- Lead company’s internal Diversity, Equity, and Inclusion employee initiatives.
- Increased customer engagement through traditional and social media.
- Developed marketing content such as blogs, promotional materials, and advertisements for trade magazines and social media.
- Improved page content, keyword relevancy, and branding to achieve search engine optimization goals.
- Set clearly defined goals to drive customer retention, brand awareness and website or social media traffic resulting in an increase of 161% increase in treat toy sales.
- Curated and segmented editorial content to increase engagement and channel growth.
- Engaged online audiences by placing strong focus on sales process support and responding to inquiries and comments timely and knowledgeably.
- Created videos and managed all social media channels to strengthen company reputation.
- Identified target market and key segments through in-depth analysis of markets and related trends.
- Discussed SEO needs and optimized strategies for short- and long-term campaigns.
- Analyzed competitor pages to locate backlink and keyword opportunities.
- Promoted successful outcome of web development strategy by aligning consistent brand messaging and visual designs across digital outlets.
- Used Hubspot to analyze conversion rates across multiple digital channels.
International Public Relations Manager
BEAD4LIFE
Boulder, Colorado
12.2010 - 12.2011
- Wrote and edited articles, web content, blogs and publications for internal and external audiences.
- Built professional relationships with media staff by coordinating and attending media events.
- Produced and distributed internal and external communications.
- Wrote press materials and delivered presentations to media representatives.
- Raised awareness of non-profit's work through consistent marketing efforts and product campaign launches.
- Collaborated with Ugandan and Boulder, Colorado-based production teams to coordinate innovative marketing and PR strategies.
- Managed internal, external and crisis communications.
- Communicated with media weekly to build relationships and optimize press coverage.
- Monitored marketing content for quality, accuracy and impact.
- Drafted and edited content for organizational publications, subscriber newsletters, and annual reports.
Public Relations Manager
BENEFIT COSMETICS, US & CAN
San Francisco, California
09.2008 - 12.2008
- Mentored team of PR specialists and coordinators
- Devised campaigns to support numerous product launches and brand’s anniversary
- Three direct reports: PR assistant, PR Manager (based in New York) and PR Associate
- Worked with influencers to keep brand top of mind with key influencers
- Created social media lists and relationships to generate non-traditional press coverage
- Internal liaison for all international press managers, providing counsel for launches
- Managed all PR efforts relating to brand co-founders positioning/messaging
- Wrote strategy and direction for brand video production (to begin shooting Feb 2009)
International Public Relations Manager
ESTEE LAUDER
New York, New York
10.2007 - 09.2008
- Created, oversaw and executed all communication strategies for international PR Managers
- Identified brand building opportunities to increase exposure for brand & spokespeople
- Planned, managed and executed media visits for international press
- Created brand strategy and communications (videos and PowerPoint presentations)
- Wrote all press materials: press releases, Q&As, glossaries, fact sheets etc
- Produced and edited videos, photo shoots and PowerPoint presentations
- Worked with consultants to media train and craft talking points for spokespeople
- Hosted international press events and lead PR Manager’s meetings (NYC, Asia, Europe)
Public Relations Manager
L’OREAL
New York, New York
01.2006 - 10.2007
- Managed two L’Oreal owned brands: Vichy Laboratories and Dermablend Cosmetics
- Managed and directed NYC-based external Public Relations Agency
- Successfully launched two France-based L’Oreal brands to US markets by leveraging relationships with national, trade and regional press
- Created and oversaw $2M national launch of Vichy Laboratories at Rockefeller Center
- Directed, managed and oversaw Vichy Laboratories mobile “Skin Health Tour” in key markets including LA, San Diego, Washington DC, Boston, and Philadelphia
- Toured US with renowned dermatologists and makeup artists to promote FDA-approved Mexoryl in L’Oreal sunscreens
- Successfully placed business stories in The Wall Street Journal & The New York Times
- Created brand videos and b-roll to send to media outlets around the US
Public Relations Manager
BLISS SPA
New York, New York
02.2005 - 12.2005
- Launched Bliss Spa brand, Remede to boutique spa’s in US
- Devised public relations strategies in conjunction with marketing initiatives
- Demonstrated ability to go outside of traditional media venues of beauty press
- Traveled with beauty directors to visit flagship spa in Aspen, Colorado at St
- Regis hotel
- Created and managed budgets for product and national spa launches
- Collaborated with media to encourage company and product coverage and promote brand mission and values
- Raised brand awareness through consistent marketing efforts and product campaign launches
- Conducted market and public opinion research related to company's reputation and positioning among key stakeholder audiences
- Produced and distributed internal and external communications
- Reported on press coverage recaps to determine areas for improvement
ORIGINS, An Estee Lauder Co
New York, New York
05.2003 - 02.2005
- Was responsible for US and CAN PR strategies for Global Communications
- Maintained strong national and regional contacts in television, radio, and print
- PR liaison between international markets and Global Communications
- Created and managed new product launches including buzz marketing campaigns
- Worked with celebrity publicists to obtain quotes to pitch to media outlets
- Regularly attended consumer events to host events to promoting brand to influencers
- Used Microsoft Word and other software tools to create documents and other communications
- Prepared variety of different written communications, reports and documents
- Carried out day-to-day duties accurately and efficiently
- Developed team communications and information for meetings
Education
Bachelor of Science - Political Science and International Relations
Suffolk University
Boston, MA12.1998
Associates of Science - Paralegal Studies
Becker College
1996
Skills
- Public Relations
- Effective Organization
- Social Media Engagement
- Social Media Management Experience
- Promotional Campaigns
- Campaign Management
- Social Media Content Writing
- Blog Development
- Social Media Monitoring
- Content Creation
- Strategic Planning
Additional Information
RECENT PRESS HIGHLIGHTS:
- ABC World News Tonight with David Muir, Made in America: Products for dogs
- CNBC, From chew toys to medical masks: Montana’s hardest hit county fights back against coronavirus
- CNN, As pet adoptions soar, this dog toy company is thriving
- Forbes, Top 25 Small Business in the US
- Pet Product News What West Paw’s Expansion into Petco Means for Independent Pet Retailers
- Pet Age - trade press West Paw refuses to slow down during pandemic
- KULR - Spencer Williams "PlaceMaker of the Year"
- Pet Business - West Paw CEO Named “Montana Ambassador Placemaker of the Year”
- Tree Hugger - How You Can Make Playing Fetch More Sustainable
- CNN - 20 products our readers loved
- Mic.com - Qwizl "One of the Best interactive Dog Toy"
- San Diego Union Tribune
- Good Day LA - Treat Toys to distract Dogs during Halloween commotion & Toy of Cooking cookbook
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Quote
There’s no shortage of remarkable ideas, what’s missing is the will to execute them.
Seth Godin
Timeline
Communications and Social Media Manager
WEST PAW
01.2012 - Current
International Public Relations Manager
BEAD4LIFE
12.2010 - 12.2011
Public Relations Manager
BENEFIT COSMETICS, US & CAN
09.2008 - 12.2008
International Public Relations Manager
ESTEE LAUDER
10.2007 - 09.2008
Public Relations Manager
L’OREAL
01.2006 - 10.2007
Public Relations Manager
BLISS SPA
02.2005 - 12.2005
ORIGINS, An Estee Lauder Co
05.2003 - 02.2005
Bachelor of Science - Political Science and International Relations
Suffolk University
Associates of Science - Paralegal Studies
Becker College
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