Mariella Canady-Towns
Syracuse,NY
Summary
Results-driven C-suite and senior leader with over 7+ years of leadership experience within the YMCA and other brands. Proven track record in developing and delivering tailored education programs, engaging key stakeholders, and implementing strategic initiatives. Expertise in facilitating dynamic education sessions across various platforms, coupled with strong collaboration and leadership skills. Seeking an opportunity to leverage this experience in contributing to the success of a forward-thinking organization.
Overview
15
15
years of professional experience
1
1
Certification
Work History
CHEIF PHILANTHROPY OFFICER
YMCA of Central New York
01.2022 - Current
- Successfully led a dynamic team of development professionals and marketing professionals,
achieving annual revenue targets and exceeding an increase in grants and gifts by 97% and growing the donor base by 90% year over year for $26M budget. - Drove a portfolio of major donors, cultivating and securing major gifts from individuals, corporations, foundations, endowed and planned gifts and implemented new giving levels with principal gifts and multi-year sponsorships.
- Built revenue generation models to support annual revenue strategies and long-term strategic plan, leading to sustainable growth and negotiated corporate partnerships.
- Deployed an internal fundraising system, data metrics and strategies through philanthropy playbook, wealth screening plan, tracking system, and lobbying strategy.
- Govern equity cohort and DEIB strategies and implemented a human capital plan; partnered with CEOs and C-Suite level executives.
- Engaged at State and National level lobbying with legislatures for local, state and federal funding and support.
- Enforced a culture of philanthropy through education to community, staff, and board training, board recruitment, board retreats and governance.
- Improved overall department efficiency by streamlining processes and implementing new policies.
- Boosted and enhanced communication between team members across departments by reconstructing department, organizing regular meetings and fostering open dialogue.
- Provided strategic oversight and developed production plan to donor materials and external stakeholder communications, aligning them with the YMCA’s mission and values and
collaborating monthly with the marketing team. - Restructured department and established team to optimize efficiency and improve processes and create sustainability; mentored and supported high-performing teams, both
remote and hybrid. - Implemented stewardship plan to focus on donor retention and collaborate with board to cultivate new donors to increase revenue and expand community support.
- Brand advocate and face of philanthropy for the organization through media outlets, marketing channels, and internal and external communications to increased brand visibility, awareness and positioning.
Chief Executive Officer
Platinum Reine Solutions, LLC
01.2018 - Current
- Led the successful acquisition of multiple companies, resulting in a larger market share and increased brand recognition.
- Achieved company growth by implementing strategic plans and streamlining operations and develop systems to optimize organizational objectives to elevate the brand.
- Consult and provide leadership and expert oversight with executive direction to drive brand position and visibility.
- Evaluated effectiveness of education and organizational development using both quantitative and qualitative feedback, while collaborated with the marketing and communication team to evolve and improve the impact of brand awareness.
- Build and maintain relationships and partnerships through virtual and in person engagement and clear communication with weekly and monthly cadence.
- Presented dynamic presentations remotely and in person through webinars, seminars and conferences, educated market trends, brand tactics, founded performance- and merit-based evaluation systems to assess overall key performance indicators.
- Maintained P&L and shouldered corporate fiscal responsibility to optimize business innovations.
VICE PRESIDENT & SR. MARKETING MANAGER
Allegro Senior Living
01.2019 - 01.2022
- Developed and implemented effective revenue generation strategies and marketing strategic plan which secured $30M by the first year-end and optimized organizational brand strategy and increased brand awareness by 30%.
- Led cross-functional teams for the successful completion of major capital campaigns, resulting in increased efficiency and client and investor satisfaction.
- Defined and executed marketing campaigns that aligned with business objectives, contributing to a 40% growth in customer engagement and generating marketing leads to increasing occupancy by an average of 23.37%
- Spearheaded organizational brand vision and conceptual marketing initiatives for brand awareness that led to a yearly increase in sales by 15%; while being the public brand advocate and maintaining the operational budget of $3.4M, reported KPI and ROI, pitched presentation strategies to key stakeholders.
- Facilitated leadership and supervised dual teams while implementing day-to-day operations, mentored staff, fostering an innovative and collaborative culture.
- Orchestrated monthly and quarterly cadence while being financial steward marketing operational budgets and managed vendor relations, media relations and 6 brands, 18 communities across 6 states.
- Executed innovation and decisions for multi-channel strategies through leveraging clientele research and data groups for brand identity, and negotiated the cultivation of B2B and B2C client and vendor relations.
ADJUNCT PROFESSOR OF COMMUNICATIONS
Lindenwood University
01.2013 - 01.2019
- Enhanced student comprehension by employing diverse teaching methods and incorporating multimedia resources.
- Boosted class participation rates by fostering a positive and collaborative learning environment.
- Strengthened critical thinking skills in students through the incorporation of problem-based learning activities.
- Increased student retention by providing individualized support and tailored feedback on assignments.
- Contributed to curriculum development efforts, ensuring content was up-to-date and relevant to industry trends.
- Facilitate education sessions with constituents in a variety of settings using a variety of modalities for classroom structure in-person facilitation and live virtual facilitation.
- Cultivated strong relationships with colleagues, participating in interdisciplinary initiatives aimed at enhancing the academic experience for students.
- Courses: COM30500 Intro to Illustrator CC, COM30700 Desktop Publishing.
ASSOCIATION CREATIVE DIRECTOR OF MARKETING & COMMUNICATIONS
YMCA of St. Louis
01.2014 - 01.2018
- Researched current on design trends, ensuring the brand's visual identity remained relevant and captivating; managed and executed innovative strategies for marketing, communication, and branding campaigns while using Adobe Creative Suite for digital and print production- growing revenue by 16.2% for 26 facilities.
- Connected with individual C-suite leaders to produce Emerging Multicultural Leadership Experience mini conference and led local EMLE committee and DIG committee.
- Managed marketing campaigns while tracking conversion solutions, operating budgets, contributions, digital platforms, SEO, analytics, insights, PPC, and technology efficiency.
- Presented to board, senior leadership, staff and volunteers to provide information and education of marketing plan and strategies across departments for employer brand, membership and mission advancement, illustrated effective interpersonal skills including the ability to work with all levels of management and staff.
- Demonstrated a strong creative point of view across diverse projects, meeting brand standards and pushing creative boundaries for the organization.
- Collaborated with cross-functional teams to produce compelling content that supported marketing initiatives, employer brand, mission advancement and membership.
- Lead the process to onboard, educate, and provide ongoing support to branches in Missouri and Southwest Illinois, while centralizing organizational marketing efforts.
- Managed projects, vendor relations and marketing budget for administration and advertising expenses.
ADJUNCT PROFESSOR OF ARTS & COMMUNICATIONS
University of Phoenix
01.2009 - 01.2018
- Created syllabus and instructional plans for each class session in accord with stated course objectives.
- Developed semester outlines and instructional plans for each class session to comply with stated course objectives.
- Designed and implemented various educational activities and programs to meet student needs, both undergraduate and graduate learners.
- Optimized assessment processes by designing rubrics that clearly communicated expectations for various assignments.
- Taught diverse student population by employing various learning styles and abilities.
- Contributed to planning appropriate and engaging lessons for both classroom and distance learning applications.
- Met with students to dispense study and career advice and provide guidance and potential opportunities within chosen field.
- Courses: EED 433 Art Integration, ART100 Intro to Visual Arts, ART125 Pop Culture and the Arts, ART230 Survey of the Visual Arts, HUM186 Mass Communications, COM176 Media Influences American Culture, COM200 Journalism and Communications.
VICE PRESIDENT OF MARKETING
Five At Seven LLC
01.2009 - 01.2014
- Demonstrated a strong creative point of view across diverse projects, meeting brand standards and pushing creative boundaries growing market shares by 6% through brand strategies and partnerships.
- Facilitated leadership and supervised dual teams from innovation to execution and collaborated with cross-functional teams to produce compelling content that supported marketing initiatives with clear and engaging verbal and written communication and presentation skills.
- Conducted focus groups, market research analytics and insights metrics for consistent brand imaging and positioning - stayed current on design trends, ensuring the brand's visual identity remained relevant and captivating.
- Translated complex marketing and organizational objectives and content into easy-to-understand common language to stakeholders and investors.
- Optimized marketing budget allocation of $15M to maximize return on investment, prioritizing high-impact initiatives.
- Championed the adoption of new digital advertising platforms that enhanced online visibility while reducing cost-per-click expenses.
- Transformed visibility and social media presence into a powerful brand asset by curating compelling content and fostering an engaged community.
- Managed workflow between staff, produced strong organizational and leadership skills with the ability to attract, retain and develop staff.
- Onboarded new customers efficiently by developing database listings, uploading information, and defining related lists.
- Managed relationships with key industry partners and implemented promotional initiatives to maximize marketing program performance.
Education
DOCTOR OF PHILOSOPHY - ORGANIZATIONAL LEADERSHIP
Capella University
05.2026
MASTER OF FINE ARTS - MARKETING & BRANDING
Full Sail University
Orlando, FL06.2013
MASTER OF ARTS - COMMUNICATIONS
Lindenwood University
St. Charles, MO05.2009
Skills
- Executive Leadership
- Organizational Leadership
- Strategic Networking
- Innovative and Visionary
- Marketing Operations
- Supervising & Building Teams
- Mentoring & Executive Coaching
- Relationship Building
- Project Management
- Microsoft Office Suite
- Adobe Creative Suite
- SEO/PPC, CRM (Sherpa, HubSpot, Daxko; SalesForce, Blackbaud)
- Google Analytics & Insights (Sprout Social & Meta)
- Marchex Tracking, Metrics Dashboard & Research Analysis
- Presentations
Certification
- Certification in Education of Media & Technology, Orlando, FL
- YUSA TRAINER, YMCA of the USA
Affiliations
- YUSA Multicultural Advisory Council - Chair Strategic Communications
- National AARN - Capacity Building Steering Committee
- YUSA Multicultural Executive Development Institute - Executive Coach
- Chief - Member
- YCNY Multicultural ERG - Executive Sponsor
- Women United - United Way of Central NY - Member
- ForbesBLK - Member
- Venture Cafe - Lecturer
- Butterfly Beginnings - Board Chair
Accomplishments
- NAYDO TRACK DEAN - 2024
- SYRACUSE METS - FIRST PITCH 2023
- THE NYC JOURNAL - 2023 TOP 20 INSIRING WOMEN
- COMMUNITY REC MAGAZINE - COMMUNITY VOICES 2023
- UNT DALLAS PODCAST - NONPROFIT LEADERSHIP SERIES 2023
- TK99 - RADIO 2023
- SUNNY 102 - RADIO 2023
- BRIDGESTREET MORNING NEWS - 2022 & 2023
- SADA TV PROMO - 2022 & 2023
- NAYDO CONFERENCE FACILIATOR & SPEAKER 2023
- VENTURE CAFE - TOP MARKETING LEADER 2019 & 2020
- KPLR-TV - LEADERS TO WATCH 2016
- CLEAN & CLEAR AWARD - 2014
References
References Upon Request
Timeline
CHEIF PHILANTHROPY OFFICER
YMCA of Central New York
01.2022 - Current
VICE PRESIDENT & SR. MARKETING MANAGER
Allegro Senior Living
01.2019 - 01.2022
Chief Executive Officer
Platinum Reine Solutions, LLC
01.2018 - Current
ASSOCIATION CREATIVE DIRECTOR OF MARKETING & COMMUNICATIONS
YMCA of St. Louis
01.2014 - 01.2018
ADJUNCT PROFESSOR OF COMMUNICATIONS
Lindenwood University
01.2013 - 01.2019
ADJUNCT PROFESSOR OF ARTS & COMMUNICATIONS
University of Phoenix
01.2009 - 01.2018
VICE PRESIDENT OF MARKETING
Five At Seven LLC
01.2009 - 01.2014
DOCTOR OF PHILOSOPHY - ORGANIZATIONAL LEADERSHIP
Capella University
MASTER OF FINE ARTS - MARKETING & BRANDING
Full Sail University
MASTER OF ARTS - COMMUNICATIONS
Lindenwood University