London Ray-Dykstra
Roanoke,VA
Summary
Entrepreneur with over 17 years of experience in marketing design (print/digital) and strategy, event production and management, public relations, and development/fundraising.
Overview
17
17
years of professional experience
Work History
Founder and CEO
Hustle/Haven
06.2019 - 02.2024
- Founded a fitness and wellness business that is a “haven for your daily hustle” and focuses on “physical fitness for your mind over your physique” in February 2019
- The physical studio opened August 31, 2020 and offers 45+ classes a week in hot yoga, rhythm cycling, cross training, a “Potion Bar” that serves original adaptogen drinks, protein smoothies and espresso/tea, and a self-care shop selling adaptogen blends, CBD, body care, yoga mats and accessories, cycle shoes and original H/H designs on merchandise such as sweatshirts, socks, tanks, etc
- Generated over $1.2 million in revenue since the opening 3.5 years ago, August 31, 2020
- Grew year over year revenue an average of 12% in 2021-2022 and 30% in 2022-2023
- Managed an annual operating budget of $500,000+
- Led the creative design and strategy of the brand, including the interior/exterior spaces, build and management of the website, design of marketing materials/merchandise/creative content and strategy for social and email marketing
- Designed and managed the $400,000+ demo and buildout of a 3,100 square foot facility during the pandemic
- Managed a team of four managers that oversaw the departments of Cycle, Yoga and Front of House/Potion Bar (cafe) and 30+ employees.
- Implemented data-driven decision-making processes to improve overall business performance
- Managed risk effectively by implementing comprehensive policies and procedures to mitigate potential threats to the business
- Developed strong partnerships with key industry players, contributing to an increased market presence
- Delivered exceptional customer service by addressing client concerns promptly and effectively resolving issues
Senior Marketing Manager
Whizz Education, U. S
12.2017 - 06.2019
- Develop and implement marketing strategy for U.S market
- Manage the U.S. social media for Facebook, Twitter, & YouTube in conjunction with international markets.
- Analyzed market trends to identify new opportunities for business growth and expansion
- Identified potential markets to capitalize on underserved areas
Head of Event Logistics
Fire, Flour And Fork
05.2014 - 11.2018
- 4-days with over 50 events showcasing Virginia’s culinary culture past and present through award-winning chefs, bartenders, cicerones, distillers, wine makers, food writers from all over the country
- Event liaison to chefs, writers, speakers; coordinating travel to and from Richmond, hotel accommodations, event assets, etc
- Manager for all event registration, multiple dinners, event check-ins, after parties, etc.
- Gained strong leadership skills by managing projects from start to finish.
- Skilled at working independently and collaboratively in a team environment.
Director of PR and Marketing
JLH Books
09.2017 - 12.2017
- Developed new brand guidelines with Campfire and Co.
- Conducted thorough market research to ensure informed decision-making on branding initiatives and strategies
- Established brand consistency across all communication channels, elevating company's overall image and reputation
Project Manager
Education Advisory Board (né Royall And Co.)
07.2014 - 09.2017
- Managed the production and deployment of print/email/online marketing communications for 22 clients in higher education including an average of 170 simultaneous projects with a team of six account-facing members and over 12 Art Directors, Copywriters and Web Designers.
- Monitored progress against established goals, adjusting schedules and resources as needed to keep projects on track
- Managed risk assessments and implemented mitigation strategies to minimize potential issues during project execution
- Delivered exceptional customer satisfaction by proactively addressing client concerns and meeting or exceeding expectations throughout the engagement process
Event Producer
Beast Feast
09.2013 - 09.2016
- Marketing and, & 2016
- Cross-promotion between Food Network’s Chopped-winner Tanya Cauthen’s Belmont Butchery and Preservation Virginia’s historic property, Patrick Henry’s Scotchtown
- Seven courses cooked on an open fire by seven teams of local chefs
- Modeled after Cochon 555 and Roanoke’s Feast in the Field
- Secured sponsorships, recruited and managed volunteers, event logistics and management
- Rock ‘n’ Roll Hotel, presented by Byrd Theatre Foundation and Style Weekly, August 2010
- Served as the event coordinator/liaison between the BTF/Style Weekly and the Jefferson Hotel
- Hosted the pre-screening party in the rotunda of the historic hotel for 1,300 attendees.
- Achieved seamless event execution through effective communication with vendors, caterers, and staff members
- Elevated brand awareness through the strategic planning of unique, engaging events tailored to specific target audiences
- Generated increased attendance to events by implementing targeted marketing strategies and promotional campaigns
- Ensured successful events through thorough pre-event site inspections, risk assessments, and contingency planning measures
- Exceeded revenue goals for events by identifying new sponsorship opportunities and cultivating relationships with potential partners
- Improved overall event flow by designing floor plans that maximized space utilization while still adhering to safety regulations
Marketing and Programs Coordinator
Garden Club of Virginia
10.2011 - 07.2014
- Assist the Director of the statewide event, Historic Garden Week, that includes 30 different tours, nets over $600,000, is attended by an average of 26,000 people annually and is the largest source of revenue for the Garden Club of Virginia (GCV)
- Assist with national marketing, managing all social media outlets, developing the Virginia Tourism Corporation partnership, volunteer training/meetings, event logistics and managing online ticket sales
- Account manager of over 300+ advertisers with gross profit increased 50% over three years finally reaching over $200,000 in advertising sales
- Design and distribution of the 240-page annual HGW Guidebook, GCV’s most valuable marketing tool with 75,000 copies nationwide.
- Spearheaded volunteer programs that positively impacted local communities while showcasing the company''s commitment to social responsibility
- Coordinated cross-functional teams, resulting in seamless project execution and enhanced outcomes
- Implemented cost-saving measures through resource allocation optimization, leading to significant budget reductions
- Reduced logistical errors through meticulous planning of transportation schedules and inventory management practices
- Organized company-wide events that boosted employee morale and cultivated team spirit within the organization
- Gathered and organized materials to support operations
Assistant Editor
The Scout Guide
06.2013 - 03.2014
- Solicit local businesses to join The Scout Guide, a “guide to the best of locally owned businesses” founded in Charlottesville, VA that is now in over 40+ markets across the U.S
- Managed distribution of 20,000 Scout Guides across the region to businesses, welcome & travel centers, hotels, etc.
- Served as liaison between advertisers and editorial staff to ensure clear communication regarding sponsored content specifications or placement requests
Social Media Consultant and Personal Stylist
ROAN Shop
10.2010 - 01.2012
- Manage social media and marketing efforts for high-end fashion boutique: writing, editing, and photographing merchandise for the store website, Twitter updates with company promotions, and Facebook page promotions
- Assist with personal styling, trunk shows, in-store events and the annual World Pediatric Project fundraiser fashion show that features luxury designer appearances.
- Generated increased revenue growth by upselling additional services based on specific client needs
- Expanded client base by networking at professional events and utilizing social media outreach strategies
Event Coordinator
The Jefferson Hotel
06.2009 - 09.2010
- Coordinate special events for the two restaurants, Lemaire and TJ’s, inside the historic five-star, five-diamond hotel
- Events vary from University of Virginia Athletic Association fundraiser to corporate holiday parties and wedding receptions
- Designed special event marketing materials for trade shows and promotional packets
- Conducted post-event analysis, identifying areas of improvement for future events
- Handled crisis management situations promptly, minimizing negative impact on event outcomes and client satisfaction
- Facilitated smooth transitions between event segments by creating detailed schedules and providing clear communication to staff and participants
- Enhanced attendee experience by meticulously planning and executing event logistics
- Adapted quickly when faced with unexpected challenges or changes in plans, maintaining composure while finding effective solutions
- Collaborated with cross-functional teams to ensure seamless event execution and positive outcomes
- Evaluated feedback from attendees after each function, utilizing insights gained to inform improvements in subsequent endeavors
Development Asst. & Special Events
Visual Arts Center
05.2008 - 06.2009
- Assist the event coordinator with annual fundraisers netting over $250,000
- Two large fundraisers: Craft + Design Show and Collectors’ Night plus smaller events throughout the year
- Travel and lodging liaison to over 70 artists, event logistics, and volunteer coordinator.
- Organized and executed successful fundraising events, resulting in increased donor engagement and support
- Participated in strategic planning sessions with development team members, contributing to long-term goals and objectives
- Provided administrative support to the development director by managing calendars, scheduling meetings, and preparing correspondence as needed
- Assisted in establishing partnerships with local businesses to secure sponsorships for major fundraisers
- Streamlined communication with donors through personalized emails and letters, fostering positive relationships
- Maintained accurate records of all donations in CRM system, ensuring data integrity for future reporting needs
- Coordinated volunteer activities for special events, enhancing community involvement and support
- Assisted with budget preparation for various projects, contributing to effective fiscal management within the department
- Supported planning and execution of annual gala, generating significant funds for the organization''s programs
- Managed donor acknowledgment process, ensuring timely recognition of contributions and building strong relationships
Project Coordinator
FOR AFRICA Benefit
06.2007 - 11.2007
- First time three night, two-part multi-performance show and reception with silent auction that netted over $50,000 for a NGO in Ghana
- Won Virginia Commonwealth University’s first “Currents of Change” Award, October 2008. This award was presented during VCU’s 40th Anniversary celebration, 40 Acts of Caring
- "Currents of Change” was the highest honor awarded during the 40 Acts of Caring event
- Developed comprehensive project plans, outlining scopes, timelines, and deliverables
- Enhanced team collaboration through regular meetings, fostering a positive work environment for increased productivity
Education
undefined
B.A. - Art History, Mass Communications, Fashion Merchandising/Marketing
Virginia Commonwealth University
Richmond, VirginiaSkills
- Visionary leadership
- Profit and Loss Management
- Revenue Growth
- Self-Directed
- Multitasking Abilities
- Project Planning
- Calm Under Pressure
- Flexible and Adaptable
- Relationship Building
- Public Speaking
Timeline
Founder and CEO
Hustle/Haven
06.2019 - 02.2024
Senior Marketing Manager
Whizz Education, U. S
12.2017 - 06.2019
Director of PR and Marketing
JLH Books
09.2017 - 12.2017
Project Manager
Education Advisory Board (né Royall And Co.)
07.2014 - 09.2017
Head of Event Logistics
Fire, Flour And Fork
05.2014 - 11.2018
Event Producer
Beast Feast
09.2013 - 09.2016
Assistant Editor
The Scout Guide
06.2013 - 03.2014
Marketing and Programs Coordinator
Garden Club of Virginia
10.2011 - 07.2014
Social Media Consultant and Personal Stylist
ROAN Shop
10.2010 - 01.2012
Event Coordinator
The Jefferson Hotel
06.2009 - 09.2010
Development Asst. & Special Events
Visual Arts Center
05.2008 - 06.2009
Project Coordinator
FOR AFRICA Benefit
06.2007 - 11.2007
B.A. - Art History, Mass Communications, Fashion Merchandising/Marketing
Virginia Commonwealth University