Carly Echard

Public Societies Branding Firm | February 2022 – January 2024

• Drove company growth as a CEO by implementing a strategic plan that expanded product offerings to two new international markets that increased the company’s revenue by 35% over one year.
• As the Founder and CEO of an agency, I was responsible for creating B2B marketing advertisements, establishing customer relations, and developing the company's brand. I am a seasoned professional who has run multiple campaigns across various social platforms including Google Ads, Facebook Ads, YouTube, and TikTok.
• Skilled at creating commercial scripts, producing visual productions, and all aspects of advertisement creation, including scripting, recording, and editing; I crafted effective advertisements for platforms like Hulu and Amazon.
• Orchestrated business events to create client-to-client networking opportunities, creating and running advertisement campaigns that significantly increased business and clientele by 70%.
• Directed the alignment of comprehensive B2B marketing campaigns to business goals, audience insights, and market trends.
• Distributed and optimized content to B2B audiences using blog posts, white papers, case studies, and various types of social media content; designed video & graphic visual elements to enhance campaign effectiveness.
• Managed all client-point-of-contact initiatives for B2B marketing to ensure comprehensive service and satisfaction.
• Created brand awareness and crafted compelling brand copy for B2B marketing, including website copy, email campaigns, and advertisement messaging.
• Coordinated all products and deliverables for B2B advertisements to ensure a comprehensive client experience, from lead generation to long-term value.
• Led across all facets of the marketing process, ensuring timely and cost-efficient execution.

The Arizona Skin Bar | Scottsdale, AZ | Mar 2018 - Jan 2022

• Orchestrated and executed over 30 large-scale, multi-day beauty industry events, including international shows, with up to 10,000 attendees, significantly increasing global brand recognition and market reach.
• Developed and maintained strategic partnerships with key stakeholders, including beauty influencers, industry experts, and corporate sponsors, enhancing event content and attendee experience.
• Managed cross-functional teams across marketing, sales, creative, and technical departments to ensure cohesive event branding and seamless execution of marketing strategies.
• Conducted market research to identify emerging trends in the beauty industry and integrated innovative event features, resulting in a 35% increase in post-event engagement and follow-up sales.
• Oversaw the creation, customization, and configuration of event registration pages, improving user experience and efficiency in data collection, leading to a 20% faster registration process and better lead qualification.
• Negotiated contracts and managed relationships with over 30 vendors, ensuring top-quality services while staying within budget constraints.
• Conducted detailed post-event analyses, using attendee feedback and performance metrics to drive continuous improvement and innovation for future events.
• Facilitated professional development workshops for the events team, improving skills in project management, customer service, and technology utilization.

Creative Director of Communications and Events, Goodwill Industries of Northern Arizona|September 2015-September 2018

• Oversaw the development and execution of external communication strategies, enhancing the organization's reputation and ensuring impactful, cost-effective messaging targeted to specific audiences.
• Acted as the primary liaison with strategic communications and public relations partners, overseeing scope development, contract management, budgeting, content review, and innovative recommendations.
• Led process improvement and cost reduction initiatives by evaluating existing practices, identifying best practices, and implementing improvement plans to achieve operational goals.
• Collaborated closely with the VP of Marketing/Communications and other leaders to refine the organization’s internal and external communications and public relations strategies, aligning them with business objectives and enhancing the organizational reputation among key stakeholders.
• Developed holistic marketing communication strategies utilizing paid, earned, and owned channels to ensure consistent branding messages internally and externally.
• Directed the planning and execution of various events, ensuring they were completed on budget and provided a positive experience for participants.
• Spearheaded organic social media campaigns across multiple platforms, reinforcing the brand's messaging and engaging with key audiences.
• Managed customer and community expectations through proactive engagement and collaboration with internal and external teams.
• Served as a spokesperson for GCNA, representing the organization's interests and values.
• Managed enterprise-wide functions in public relations, corporate communications, media relations, government relations, issue management, and executive positioning.
• Crafted and refined messaging, provided training and support for representatives speaking on behalf of GCNA.
• Supervised the production of all internal and external communications materials, including newsletters, web content, speeches, and reports.
• Coordinated with external PR agencies and internal departments to establish success metrics for campaigns and initiatives.
• Functioned as a strategic advisor to senior and executive leaders, aligning communication strategies with business goals and fostering organizational alignment and understanding.
• Advised stakeholders on media strategies, influencing decisions with persuasive communication and relevant marketing data.
• Managed the performance, staffing, and development of a team of approximately ten, fostering a culture of trust, collaboration, and innovation.
• Played a pivotal role in driving cultural change and managing organizational transformations.
• Upheld and exemplified Goodwill’s Core Values in all professional activities.
• Assumed additional responsibilities as needed to support organizational goals and projects.