CRYSTAL BREEDE

As Marketing Director for a high-volume personal injury law firm voted #1 in our market, I lead all aspects of marketing and advertising strategy to position Huffman & Huffman as the most recognized and trusted brand in the region. I manage a $3.1M+ annual marketing budget and personally oversee all in-house media buying and placement across traditional advertising and digital marketing channels.

• Directed firmwide advertising, digital marketing, SEO, content strategy, and media relations to drive consistent lead generation and brand awareness.
• Managed relationships with external marketing vendors for SEO, PPC, website chat/after-hours services, reputation management, and online listings.
• Spearheaded a major overhaul of the firm's intake process, integrating a CRM system to improve tracking, increase conversion rates, and streamline follow-up.
• Developed and delivered reporting on marketing ROI, revenue per settled case, and other KPIs to support executive decision-making.
• Provided competitive market analysis and proactive strategy recommendations to leadership to maintain an edge in a highly saturated legal market.
• Ensured seamless integration of marketing initiatives with firm operations to enhance client experience and improve intake-to-conversion timelines.

• Served in a leadership position directly reporting to the President. Responsible for setting strategic marketing and communications direction to support the overall mission. Led a team of eight to execute the Mariners' marketing content, public relations, special events, group tours, and corporate communications. Effectively worked with nine other departments, including Development, Education, and Guest Relations, to accomplish organizational goals.
• SELECTED CONTRIBUTIONS
• Planned and managed a marketing budget over $300K. Effectively negotiated and placed advertising and promotional campaigns to increase the Museum and Park's exposure to both the local and national audiences. Leveraged advertising dollars and gained over $50K in added value exposure in 2019. Successfully shifted marketing strategy to include both local and national audiences during pandemic to increase exposure of the Museum's collection, virtual programs, and other digital content with minimal advertising dollars.
• Provided leadership and direction in media and public relations. Achieved a regional, national, and international media coverage reach of over 655 million with a value of $6.2 million in 2020. This reach was a 241% increase from 2019. Due to a renewed focus on media relations, the first quarter of 2021 received a reach of 346 million with a value of over $3.2 million.
• Played a leadership role in many multi-departmental, cross-functional projects both at the strategic and operational levels. Examples include leading the Culture and Communications subcommittee for the 2015 Strategic Plan and most recently, the reopening team for both the Park and Museum galleries.
• Led team in all digital marketing efforts. Attained a weekly social media reach of 175,000 in 2020 with an overall engagement rate 100x the national average at 11%. Blog views increased by 154% in 2020.
• Oversaw special event, event rental, and group tour functions of the Museum and Park. Responsible for directing staff, setting budgets and ensuring revenue goals were met.
• Enhanced community relations activities by partnering and supporting other non-profits such as the American Red Cross, United Way, Food Bank, Edmarc Hospice, and more.
• Instituted an organization-wide communications style guide and graphic standards.

• Pioneered the first ever marketing role at the iconic Hampton Coliseum. Responsible for managing all aspects of marketing and public relations for the venue and its events. Managed budgets and developed marketing plans for in-house promoted events, placed advertising and executed grassroots marketing campaigns and promotions for event promoters, handled all media relations activities, and managed all marketing communications including digital and social media.
• SELECTED CONTRIBUTIONS
• Effectively established and acted as an in-house agency to place and oversee all advertising and marketing campaigns. Activities resulted in over $100K in agency revenue for the Coliseum in FY 2012 as well as saved partners and promoters thousands in commission fees.
• Successfully secured valuable media and third-party promotional partnerships and trades to expand reach and increase event ticket sales.
• Increased exposure of events through public and community relations. Maintained strong relationships to ensure maximum positive exposure for venue and its events. Conducted a successful 40th anniversary campaign that garnered numerous promotions and news coverage including over $25K value in promotional ads and a dedicated Hampton Coliseum page on Daily Press website.
• Developed new media marketing strategies including targeted online campaigns, text marketing, and launched the Coliseum's social media pages.
• Started a group sales program to increase event exposure and ticket sales by partnering with local organizations and businesses.
• Planned and oversaw all Hampton Jazz Festival marketing initiatives including media relations, sponsorships, program book production, national advertising, digital marketing, and media trades. Proven success in securing and managing sponsorships from Virginia Lottery ($10K), McDonald's ($10K), and Wells Fargo ($17.5K).

• Served in a supporting role for the Business Improvement District's efforts to build a cohesive business community and increase exposure for the District's businesses through events, beautification and security programs, and marketing. Worked closely with the Board of Directors and District committees including the Marketing committee as well as managed all Security Committee activities as the staff liaison. Helped build relationships with business owners/managers and property management companies.
• SELECTED CONTRIBUTIONS
• Increased Business Improvement District's awareness through media relations, community projects and various media outlets. Promoted over 50 District activities and events annually.
• Produced, managed, and executed all aspects of a major annual public relations event, Neighborhood Night Out Health & Safety Fair.
• Designed and produced monthly newsletter to communicate with the District's stakeholders.
• Managed and maintained District website and implemented new features to generate traffic. Instituted email marketing and other digital marketing efforts.
• Managed District's public relations plan and created all promotional materials. Managed public relations and security program budget of over $100K.