Laura Cassella
Marketing Director
Bayport,NY
Summary
Creative, collaborative, and versatile marketing professional with over a decade of experience developing integrated campaigns. Strategic decision maker and operational problem solver. Excels at idea generation, project management and taking initiative. Develops successful programs that drive company growth.
Overview
21
21
years of professional experience
Work History
Senior Marketing Director
Men's Journal
New York, NY
03.2021 - 10.2023
- Developed cross-platform solutions across Men's Journal, Sports Illustrated, Parade, Adventure Network and TheStreet
- Leveraged strength in research to develop proactive sell stories
- Expanded new business by developing powerful marketing materials
- Increased advertising revenue by 49% from 2021 to 2023 ($12.9M total)
- Created custom content opportunities to generate incremental revenue
- Managed relationships with advertising agencies and vendors
Marketing Director/ Project Manager (Contract)
Sesame Workshop
New York, NY
01.2020 - 12.2020
- Led local teams in development, strategy, and promotion of original content across 5 international regions
- Directed Takalani Sesame season launch campaign (83M+ impressions)
- Supported SW India YouTube launch via competitor research, brand asset development, and channel promotion
- Increased visibility and ensured brand consistency across all channels
- Managed brand asset development (promos, style guides, videos, social media, and event collateral)
- Ensured expenditures were within allocated budgets
Marketing Director
Family Media (The Baby Show Series)
New York, NY
02.2017 - 11.2019
- Raised ticket sales of baby show events by 188% YOY via partnerships, influencers, Google ads, emails and social media
- Managed relationship with PR and Blogger companies resulting in 242M media and 44M blogger impressions
- Developed dynamic storytelling marketing collateral (videos, presentations, media kits, fact sheets, and case studies)
- Increased subscriber database by 92% YOY via giveaways and offers
- Mentored marketing team on best practices to maximize productivity
Senior Marketing Manager
Manifest, American Media Inc.
New York, NY
03.2014 - 01.2017
- Analyzed market trends and competitor activity to identify new opportunities for growth
- Supervised creation of marketing materials, events, and advertising campaigns
- Collaborated with sales teams to develop effective lead generation programs and tactics
- Assessed projects against budgets and timelines, keeping team and assignments on task
- Built high-impact sales collateral to drive growth in key ad categories
Marketing Manager
Wall Street Journal, Meredith, Disney Media
New York, NY
08.2011 - 09.2013
- Created presentations and meeting agendas for global companies
- Managed day-to-day relationships to ensure all presentations, case studies, and sold programs were impactful
- Worked with internal teams to create trade ads and sales aids to promote The Wall Street Journal franchise
- Created custom programs for ad sales ($6.5M Disney, $2.4M Meredith)
- Acted as liaison among internal stakeholders and agencies
Marketing Manager
ABC News, FOX News
New York, NY
08.2007 - 06.2011
- Developed strategic marketing plans for product and show launches
- Researched and organized client events and convention sponsorships
- Managed creation of marketing materials and promotional items
- Educated teams on upcoming production, content, and business development projects
- Supervised a team of junior marketers in executing various projects
- Developed Good Morning America case studies and identified sponsorship growth opportunities
- Submitted monthly invoices, updated budget, and negotiated with external vendors to cut costs by 50%
Account Executive
J Walter Thompson, Bates Advertising Agencies
New York, NY
07.2002 - 07.2004
- Managed timelines, budgets, media buying options, status reports, creative presentations, competitive analysis, and focus groups for Pfizer and Reckitt Benckiser to ensure client goals were met and to strengthen brands' #1 positioning
Education
Bachelor of Science - Advertising, Marketing, And PR
Emerson College
Boston, MA 05-2002
Skills
- Strong Verbal and Written Communication Skills
- Campaign Development
- Project Management
- Ad Sales Marketing
- Brand Marketing
- International Marketing
- Integrated Marketing (Digital, TV, Print, and Events)
- Social Media/ Influencer Marketing
- Email Marketing (Mailchimp)
- Creative Brief Development
- Case Study Development
- Content Development
- Presentation Skills
- Launch Experience
- Competitive Analysis
- Media Planning & Buying
- Team Leadership
- Video Production
- Budgeting & Forecasting
- Research Analysis (Google Analytics, MRI, ComScore)
- Facebook Ads Manager
- Proficient in Microsoft Office, Adobe Acrobat, and Google Suite
References
References available upon request.
Accomplishments
Tennis: USTA singles & doubles national winner/ qualifier, Player of the Year Award recipient, and 10 tournament wins
American Media Inc: Chief Inspection Officer Award
Public Speaking: member of winning presentation team for NSAC American Advertising Federation District 1 Competition
VOLUNTEER WORK
Boys & Girls Clubs of America, Disney VoluntEars, Alzheimer's Association, Ruff House Rescue, Island Harvest, and local churches
Timeline
Senior Marketing Director
Men's Journal
03.2021 - 10.2023
Marketing Director/ Project Manager (Contract)
Sesame Workshop
01.2020 - 12.2020
Marketing Director
Family Media (The Baby Show Series)
02.2017 - 11.2019
Senior Marketing Manager
Manifest, American Media Inc.
03.2014 - 01.2017
Marketing Manager
Wall Street Journal, Meredith, Disney Media
08.2011 - 09.2013
Marketing Manager
ABC News, FOX News
08.2007 - 06.2011
Account Executive
J Walter Thompson, Bates Advertising Agencies
07.2002 - 07.2004
Bachelor of Science - Advertising, Marketing, And PR
Emerson College
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