Summary
Overview
Work History
Education
Skills
Affiliations
Certification
Timeline
Generic

Gina M. Tabasso

Brunswick,Ohio

Summary

An innovative marketing leader with 30 years of experience delivering exceptional marketing campaigns, content and collateral based on established and innovative strategies who is results-oriented, collaborative, has a servant mentality, and gets things done well

Overview

30
30
years of professional experience
1
1
Certification

Work History

Director of Marketing & Business Development |

Vacavia Cottages & Cabins
06.2023 - Current
  • Oversaw 6-person marketing team
  • Evaluated and developed marketing strategy and plan
  • Planned, directed, and coordinated marketing efforts
  • Conducted demand and competitor research
  • Worked with sales department to develop pricing and go-to-market strategies
  • Identified prospective customers and developed promotions and lead generation efforts
  • Developed and managed budgets
  • Calculated ROI and profit-loss projections
  • Managed brand awareness and positioning
  • Organized conferences, trade shows, and major events
  • Created social media strategy and developed all content

Growth Advisor - Strategy, Marketing & Sales |

Manufacturing Advocacy & Growth Network
07.2021 - 05.2023
  • Conducted strategy, sales, & marketing assessments with 15 manufacturing clients
  • Made strategic recommendations to drive revenue and earnings growth, improve competitiveness, and better operational and financial performance
  • Prepared client proposals and contracts; negotiated scope of work, deliverables, and fees
  • Managed subcontractors and vendor partners to implement projects
  • Worked as an incremental marketing manager for some clients, including email marketing, blogs, social media, and analytics
  • Built deep, trusting, long-term relationships with clients that resulted in additional work, recommendations, and referrals
  • Conducted lead generation activities and campaigns on behalf of MAGNET
  • Position eliminated due to lack of incoming work

Marketing Director |

Dar-Tech, Inc
09.2020 - 05.2021
  • Developed strategic marketing plan and calendar
  • Managed website content management, optimization and security; social media; email marketing, product launches; sell sheets; blogs; backlinks; branding; and promotional events
  • Nurtured relationships with vendors, contractors, customers and suppliers
  • Utilized strong project management skills for sales and marketing initiatives
  • Conducted competitive and keyword research
  • COVID-19 supply chain layoff

Digital Marketing Specialist |

SDMyers
01.2019 - 05.2020
  • Developed and oversaw marketing strategies and content for websites, blogs, social media, webinars, trade magazine articles, case studies, whitepapers, podcasts, marketing materials, email, marketing automation, inbound marketing, landing pages, forms, gated content, SEM, SEO and re-marketing
  • On LinkedIn, one post earned 32,790 impressions, 36 comments and 16 shares in one month and 155 new followers were earned in the same month
  • Created and executed lead generation and nurturing campaigns to 40,000 contacts, including A/B testing, and analyzed data to evaluate effectiveness; sent 147 Act-On email in 2019 and plan for 200 or more in 2020 plus e-mail marketing for three subsidiary companies
  • COVID-19 layoff

Marketing Communications Specialist |

HGR Industrial Surplus
09.2015 - 12.2018
  • Authored SEO-optimized website, blog, email, PR, monthly newspaper column, YouTube video scripts, and social media content
  • Managed brand and ensured consistent voice
  • Acted as media relations liaison; hosted tours and attended community events
  • Planned contemporary industrial popup furniture show for 2 years with more than 2,000 attendees in 5 hours
  • Developed and maintained editorial calendar
  • Copyedited and proofread internal and external communications
  • Interacted 2.5 hours per week in online robotics, welding and manufacturing forums
  • Compiled quarterly 20-page newsletter
  • Monitored and responded to LiveChat requests through website
  • Managed marketing mailbox and email lists for more than 1 million contacts
  • Generated biweekly inventory list mailed to Amish customers
  • Department eliminated

Senior Communications Contractor |

PNC Bank
10.2014 - 06.2015
  • Developed, coordinated and delivered internal communications to 60,000 employees, including communications plans, email, intranet articles, newsletters, presentations, SharePoint sites and briefing materials, for the 1,350-person Technology Infrastructure Services organization
  • Acted as a program and content manager in collaboration with stakeholders in all areas of the company to ensure communications consistency
  • Contract position left early to care for dying parent

Technology Communications & Education Leader |

Case Western Reserve University
01.2013 - 09.2014
  • Strategized and implemented communication, marketing and education initiatives in support of Information Technology Services and its more than 16,000 clients
  • Developed and coordinated product introductions and associated training programs
  • Provided art direction and content for print, interactive, social and digital publication
  • Gathered and applied social media, communications and training best practices to meet goals and objectives and key performance indicators
  • Led a team of three full-time and three student employees to deliver three Six Sigma process improvements/fiscal year to increase efficiency and decrease cost by 30%
  • Contracted with new printing, design, photography and Adobe Captivate contractors with a cost savings of 40-70%
  • Left for another position that afforded a growth opportunity

Communications Manager, Global Media |

Timken
02.2012 - 01.2013
  • Managed a budget of more than $700,000 for a Fortune 500 company
  • Developed and implemented a global intranet serving 17,000 employees
  • Ensured enterprise-wide website governance in 30 countries and 13 languages
  • Increased engagement and social media followers by 300%
  • Negotiated a new Exact Target partner to cut costs by 50%
  • Found PPC error in two languages, reallocated keywords, received six-month credit, tripled visits

Digital Marketing Communications Contractor |

The J.M. Smucker Company
08.2011 - 02.2012
  • Managed traffic, special projects, promotions, marketing calendar, e-newsletters, RSS feeds, mobile apps, agency relations and Web content to support 18 American, Canadian and Hispanic brands; proofed and edited content; rescored Twitter sentiment; revised and updated FAQs for 10 websites; submitted proposal for project management software solution; generated holiday competitive analysis; moderated Facebook promotion

Corporate Communications Manager |

Dealer Tire
02.2006 - 07.2011
  • Created a suite of launch materials for new programs, products, training and software solutions to grow revenue and support 24 original-equipment-manufacturer programs
  • Managed translation services for a launch into Canada
  • Created and managed content for corporate intranet and Internet, as well as dealer-facing and dealerships’ consumer-facing websites
  • Spearheaded the research and business plan for a mobile application

Group Managing Editor |

Penton Media Group
09.2005 - 02.2006
  • Managed three magazines (Welding Design & Fabrication, American Machinist, Gases & Welding Distributor), including editorial calendars, research, writing feature stories and shop stories, story assignments, editing, layout, proofing, websites, webcasts, e-newsletters, and blog
  • Managed a staff of 12 writers, editors, freelancers, designers, production staff and admins

Senior Editor |

Construction News Corporation
04.1993 - 07.2005
  • Grew a startup of three people in 20 northeast Ohio counties with two editions to a staff of 50 with eight editions covering two states from two offices, including 80 calls per day for bid information and business development
  • Hired, trained and led a 15-person editorial staff, including receptionist, designer, lead clipper, and private and public bid reporters

Education

M.A - English

Cleveland State University

B.A. - English

Kent State University

B.S. - Advertising Journalism

Kent State University

Skills

  • AP, MLA, and APA styles
  • PC/MS Office and Mac/Adobe
  • WordPress, SharePoint 2007, 2010 and 2014, Umbraco, Wix, custom WCM solutions
  • Exact Target, Constant Contact, Lotus Notes, Mailchimp, MS Outlook, Act-On, HubSpot, Zoho
  • Canva, Animoto, Audiogram
  • Adobe Acrobat, InCopy, Fireworks
  • Visible Intelligence, Webtrends, Smarterstats, PRNewswire, Google Analytics, Hotjar
  • LinkedIn, Facebook, Twitter, Pinterest, Instagram, Flipboard, Snapchat, YouTube
  • Basecamp, Asana, TRAC, Clarity, Smartsheet, Trello, Mavenlink
  • TransStudio
  • SurveyMonkey, SharePoint surveys
  • Skype, WebEx, Sametime, Zoom, Teams
  • Yammer, Voicestorm, Facebook Work, Teams, Slack
  • Google Docs, Groups, Communities, Sites, Polls, Forms, Mail, Hangouts Drive
  • Blackboard, Angel, Docebo, custom LMS
  • Dropbox, Boxcom, OneDrive
  • Industry/association forums and calendars
  • ERP and CRM systems, including Dataflo, Microsoft Dynamics 365, Click Dimensions, Salesforce, DataCorp
  • Hootsuite, Tweetdeck
  • Bitly
  • SEM Rush, Spyfu, Moz
  • Zoominfo

Affiliations

  • 2023, Member, The Giver Marketing Network
  • 2022-present, Member, CREW: Cleveland Roundtable of Entrepreneurial Women
  • 2021-present Member and Membership Committee, Women in Manufacturing
  • 2020-present Member, Committee Chair, and Officer, P.E.O. International
  • 2020-2021 and 2023 Member, Together Digital
  • 2017-2018 Columnist, Euclid Observer
  • 2017-2018 Marketing Committee Member, Euclid Chamber of Commerce
  • 2015-2018 Sponsor, AWT RoboBots
  • 2015-2017 Board Member, The Chelsea Foundation

Certification

  • Six Sigma Yellow, Green and Black Belts
  • HubSpot Digital Marketing Certification
  • Sandler Sales Bronze Certification
  • Act-On New User Virtual Bootcamp

Timeline

Director of Marketing & Business Development |

Vacavia Cottages & Cabins
06.2023 - Current

Growth Advisor - Strategy, Marketing & Sales |

Manufacturing Advocacy & Growth Network
07.2021 - 05.2023

Marketing Director |

Dar-Tech, Inc
09.2020 - 05.2021

Digital Marketing Specialist |

SDMyers
01.2019 - 05.2020

Marketing Communications Specialist |

HGR Industrial Surplus
09.2015 - 12.2018

Senior Communications Contractor |

PNC Bank
10.2014 - 06.2015

Technology Communications & Education Leader |

Case Western Reserve University
01.2013 - 09.2014

Communications Manager, Global Media |

Timken
02.2012 - 01.2013

Digital Marketing Communications Contractor |

The J.M. Smucker Company
08.2011 - 02.2012

Corporate Communications Manager |

Dealer Tire
02.2006 - 07.2011

Group Managing Editor |

Penton Media Group
09.2005 - 02.2006

Senior Editor |

Construction News Corporation
04.1993 - 07.2005

M.A - English

Cleveland State University

B.A. - English

Kent State University

B.S. - Advertising Journalism

Kent State University

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Gina M. Tabasso