Summary
Overview
Work History
Education
Skills
Timeline
Generic

MELISSA WEISHAUPT

Wood River,IL

Summary

Brand Development | Strategic Marketing & Promotions | Event Operations | B2B & B2C Communications | Digital & Broadcast Media | Integrated Content Marketing | Public Relations | Reputation Management | Public Engagement | Data Analysis | Database Management Results-driven marketing leader born to build strategic, successful campaigns to drive profits, increase market share and cement industry dominance for demanding customers. Focused, performance-minded manager with proven skills in project management, team building, stakeholder relations and campaign optimization. Ready to offer 20+ years of experience to new role dedicated to achieving exceptional results on tight timetables.

Overview

13
13
years of professional experience

Work History

Promotions and Marketing Director

KSHE/WARH-Hubbard Broadcating Inc.
St. Louis, MO
07.2022 - 12.2023
  • Working in partnership with programming to create and execute brand vision via promotion strategies, marketing tactics, event development and station appearances
  • Create marketing opportunities to support brand initiatives and fiscal growth
  • Develop and execute strategies that elevate brand awareness for individual shows and stations
  • Create new expansion initiatives that increase station’s reach and cume
  • Facilitate off-site activities and maintain the integrity of legendary brand, KSHE 95, and overall presence at all events
  • Grew and continue to grow revenue with a growth rate of 50% from previous year (2022 revenue $115K vs 2023 $240K)
  • Leadership/Communication-Oversee organization, efficiency, and maintenance of departmental resources, supplies, and equipment
  • Key skills: Strategic Planning, Keyword Implementation, Brand Marketing and Business Development.
  • Created customer-focused messaging that resonates with target audiences.
  • Developed marketing strategies based on corporate objectives and market trends.
  • Oversaw budgeting for all marketing activities, ensuring expenditures were within allocated limits.
  • Established metrics to track ROI on all marketing programs.
  • Identified opportunities for new business partnerships or other growth initiatives.
  • Negotiated with vendors to obtain most cost-effective pricing for product distribution.
  • Leveraged industry trends and competitive analysis to improve marketing campaign performance.
  • Planned advertising campaigns for online, print and other mediums.
  • Developed and implemented digital marketing plans to incorporate SEO, social media platforms and video campaigns.
  • Expanded new businesses by developing powerful sales, advertising and marketing campaigns.

Communications and Public Relations Manager

AAO/American Association of Orthodontists
St. Louis, MO
01.2021 - 06.2022
  • Write press releases, fact sheets, and talking points in support of both internal (Board of Trustees and Members) and external (consumer) programs, events, and other initiatives
  • Including preparing remarks for CEO, executive team, and board members
  • Strategy/Editorial - Developed consumer and industry public/media relation strategies and supporting plans utilizing modern PR and marketing platforms as well as traditional media
  • Increased public relations media value by $7 Million within the first six months
  • Created content for consumer website(s), being cognizant of SEO; consumer website updates; writing consumer/patient education brochures, educational fliers; respond to consumer phone calls, e-mails
  • Educate consumers about the value of orthodontic care provided by AAO orthodontists across all platforms including story placements in print, broadcast, and electronic media, creating consumer website content writing consumer/patient brochures and fliers and responding to consumer inquiries
  • In collaboration with consumer and member marketing teams, lead development and implementation of creative public relations programs that drive department goals such as site traffic growth, social media reach, media exposure, etc
  • Key Skills: Crisis Communications, Strategic Planning, Keyword Implementation, and bilingual initiatives.
  • Directed internal communications efforts and fostered development of proactive and comprehensive communications programs between leadership team and employees.
  • Analyzed media commentary to check for consistent and appropriate use of company name and brand.
  • Planned and executed product launches by creating compelling storylines around them.
  • Oversaw strategic event planning, executive presentation materials and visual presentations.
  • Enhanced exposure opportunities and controlled large, strategic messaging programs.
  • Coordinated positive media interviews and events sponsorships.

Senior Communications Consultant

BJC/Missouri Baptist Medical Center
St. Louis, MO
03.2020 - 07.2020
  • Ensured the organization's employees were informed and motivated through the COVID-19 pandemic via internal communication channels i.e., staff intranet, email bulletins, social media, and regular newsletters
  • Spearhead communications strategies to promote on-site safety during COVID-19 pandemic
  • Counseled leadership for appropriate crisis communication needs
  • Including working with the President of Missouri Baptist on addressing employee culture and needs
  • Conducted and oversaw interviews, writing editing, coordination of collateral production of materials, and logistics for media opportunities, including crisis communications
  • Developed multimedia/digital campaigns for internal and external audiences
  • Collaborated with physicians and the Infection Prevention team to communicate on-site policy changes and CDC guidelines effectively and concisely
  • Designed and coordinated Town Halls during COVID-19 Pandemic that became SOP for BJC
  • Key Skills: Workplace Advocate for Safety, Data Analysis, SharePoint Administrator, AP Style, Understanding CDC Guidelines and Employee Follow-Thru, and Lead Generation.
  • Organized press conferences and other events to promote company initiatives.
  • Prepared presentations for executive meetings outlining progress against objectives.
  • Created and managed multiple media campaigns to drive public engagement with the brand.
  • Applied communications expertise to help executive managers implement strategic plans for branding, marketing and public relations initiatives.
  • Established relationships with key media contacts to secure positive coverage in print, broadcast and online outlets.
  • Managed internal production and management of print and electronic newsletters.
  • Developed a crisis communication plan to address potential issues before they became problems.
  • Collaborated with marketing team to develop integrated campaigns that maximized reach and impact.
  • Developed and maintained close working relationships with members of press.
  • Arranged public appearances, contests or exhibits for clients to increase product or service awareness or promote goodwill.

Digital Marketing Manager

Long Range Systems
Richardson, TX
06.2018 - 11.2019
  • Engage with businesses during the strategic planning process to understand business priorities and objectives, translate those needs into marketing opportunities, and drive the creation of a holistic customer experience strategy and vision
  • Developed and lead the strategic vision for the company through multi-channel marketing campaigns
  • Planned and executed all web, SEO/SEM, database marketing, email, social media, and display advertising campaigns
  • Leverage industry best practices while using data and insights to challenge conventional thinking to provide new and innovative approaches to reaching diverse audiences
  • Including measured experiment campaigns and conversion tests
  • Continually refine analytical thinking and communication skills to be effective in digital media, email campaigns, tradeshow coordination, and promotion to all client audiences and demographics
  • Key Skills: Google Analytics, SEO Tools, PPC Campaign Management, Content Strategy
  • Lead Generation, Pardot, WordPress, Netsuite, and Salesforce.
  • Developed creative digital content and unique campaigns to drive brand exposure.
  • Created content for websites, blogs and email newsletters to engage customers with the brand.
  • Monitored online conversations about the company's products and services and responded promptly to customer inquiries.
  • Assisted in developing best practices guidelines for successful execution of digital campaigns.
  • Organized A and B testing experiments to optimize user experience on different platforms.
  • Designed landing pages that convert visitors into leads or sales.
  • Generated interest for new and upcoming product and service releases by managing social media accounts.

Communications Director

International Leadership of Texas
Richardson, TX
08.2017 - 06.2018
  • Directed strategy, communication, and community organization for tri-lingual (English, Spanish, and Mandarin Chinese) charter school with locations throughout the state of Texas
  • Research, defined, developed, and wrote talking points, key messages, letters, webcasts, and video treatments for internal and external audiences
  • Contributed to executive communications strategy, identifying areas to implement thought leadership programs in support of business goals and key performance metrics
  • Provided strategic counsel to communications leadership on the executive level
  • Developed PowerPoint and other creative presentation materials to support executive speeches, fundraising/development, and board presentations
  • Collaborated with staff members to implement localized communications campaigns and fluently communicate internal and external messages to parents, staff, community, and government liaisons
  • Key Skills: Implemented crisis communication plans for all schools, partnered with police departments in each school’s city to maintain cohesive crisis plan for staff, students, and families.
  • Supervised a team of creative professionals responsible for developing content for various mediums.
  • Developed strategies to increase brand awareness and loyalty.
  • Prepared marketing campaign budgets with finance personnel.
  • Worked with graphic design, photography and production team members to revitalize online and print collateral.
  • Collaborated with other departments to coordinate strategic marketing activities.
  • Coordinated events such as conferences, workshops and webinars to reach target audiences.

Director of External Relations

Dallas ISD
Dallas, TX
06.2014 - 06.2017
  • Aligned external media planning, communications strategies, and marketing initiatives for 20,000 employees serving over 160,000 students in 220 schools
  • Wrote communication plans aligned with district goals to create clear, concise communications for key audiences, drawing upon my own business and communication expertise
  • Encompassing all publications, marketing, and advertising, e-newsletters, social media, and photography, including Spanish-language marketing materials
  • Determined writing style based on desired target audiences aligned with district goals and taxpayers
  • Modified communication to be channel appropriate
  • Including communication strategies for digital media, i.e., internal/external websites, social channels, and blogs
  • Develops strategic, proactive communications plan to tell the story of students, teachers, and administration
  • Counsel leaderships on media, reputation, advertising, and other communication- and community-related issues/topics/events
  • Organized communication in crises; provided strategic counsel and monitored and contributed to media during crises
  • Partner closely with other communications colleagues to ensure alignment of messages and coordination of media activities
  • Key Skills: Created and implemented a unique online newsroom to deliver unified messaging to over 180,000 students, which quickly transformed into a comprehensive news hub for several other organizations.
  • Monitored media coverage of the organization's activities and responded appropriately when necessary.
  • Organized press conferences, interviews and other events to promote the company's products and services.
  • Developed marketing strategies to target different audiences in order to build brand recognition.

Marketing Manager

Dallas Mavericks/NBA
Dallas, TX
11.2010 - 05.2014
  • Managed marketing, broadcast coordination, game operations planning
  • Directed all event-based marketing programs and executed promotions and programs developed for overall ticket sales, revenue growth and fan experiences
  • Game Operations, Marketing, and Game Broadcast - Oversaw planning, management, marketing, launches, sponsorships, operations, media buys, and all advertising trade; utilized marketing expertise to enhance marketing efficiencies and deliver a best-in-class brand expression for the organization
  • Created Revenue Streams —Assisted sales for high-revenue return
  • Working in collaboration with the corporate and ticket sales departments to increase revenue
  • Through the creation of events helped team become revenue leader in NBA
  • Produced 360-degree game night experiences and ideas for promotional events during on- and off-season; coordinated once-in-a-lifetime events with high-profile celebrities and influencers
  • In collaboration with the broadcast team, executed concepts from pre-production, production, and post-production, increased foot traffic through ticket sales, consumer education, and a demonstrated commitment to the community via corporate and media partners
  • Key Skills: Created and developed unique and unparalleled fan experiences including multi-day fantasy camps and a Championship parade that was unique in its local media and community engagement.

Education

BACHELOR OF SCIENCE (B.S.) – Communications -

Lindenwood University

Skills

  • Project Management
  • Campaign Development
  • Communications Management
  • Brand Positioning
  • B2B Marketing
  • Staff Management
  • Content Creation
  • Competitive Analysis
  • Database Management
  • Sales Understanding
  • B2C Marketing
  • Media Relations
  • Market Analysis
  • Project Planning
  • Project Oversight
  • Campaign Planning

Timeline

Promotions and Marketing Director

KSHE/WARH-Hubbard Broadcating Inc.
07.2022 - 12.2023

Communications and Public Relations Manager

AAO/American Association of Orthodontists
01.2021 - 06.2022

Senior Communications Consultant

BJC/Missouri Baptist Medical Center
03.2020 - 07.2020

Digital Marketing Manager

Long Range Systems
06.2018 - 11.2019

Communications Director

International Leadership of Texas
08.2017 - 06.2018

Director of External Relations

Dallas ISD
06.2014 - 06.2017

Marketing Manager

Dallas Mavericks/NBA
11.2010 - 05.2014

BACHELOR OF SCIENCE (B.S.) – Communications -

Lindenwood University

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MELISSA WEISHAUPT