Susan Mowers
Creative Marketing Director
Carson City ,NV
Summary
Innovative Marketing Director with expertise in creating and implementing integrated marketing strategies, executing budgeting plans and utilizing market research to identify customer needs. Demonstrated ability in increasing brand visibility and market share. Keen insight into digital marketing campaigns, social media and public relations. Articulate communicator, natural leader and organized manager.
Overview
25
25
years of professional experience
Skills
- Brand development and optimization
- Marketing strategy, planning, and tactical execution
- Integrated marketing campaign development
- SEO/SMO and website design/optimization skills
- Creative direction and brief formulation
- Strategic Planning
- Market Analysis
- Audience Segmentation
- Messaging Strategy
- Confident public speaker
- Budget Development and tracking
- Communication Expertise
- Project Oversight
- Crisis Communications
- Staff Management
Accomplishments
- Successfully rebranded Investors Capital as a premier independent broker/dealer in the minds of target market in less than 1 year
- Increased brand recognition (aided awareness) 6% from 2007 to 2008
- Increased brand preference 28% from 2007 to 2008
- Doubled brand recall (unaided awareness) from 7% in 2007 to 14% in 2008
- New branding brought in more million-dollar producers in 5 months (Feb 08 – Jun 08) than in past 5 years
- Successfully implemented brand internally to home office staff
- Increased positive PR placements from 24 to 63 in 1 year
- Redesigned company newsletter, The Capitalist, into a premier marketing and recruiting tool
- Led sales/recruiting team to record revenues in 2014 and 2015—best in firm history
- Improved data gathering/input process, resulting in better prospect/pipeline analysis
- Created firm’s first on-demand sales/recruiting pipeline reporting capability
- Created and/or developed and led successful client coaching programs, symposiums, and events that helped clients better manage their practices, grow their businesses, and increase their revenues
- Conducted coaching and accountability sessions with clients to help them create and execute business plans, marketing plans, and branding initiatives; improve office efficiency; make human capital decisions; and assess business risk.
- Generated more print/online media coverage, including a cover story, in the first six months of 2004 than the firm had received in its 25 year history
- Increased advertising pressure while reducing advertising costs by 35% in 2002. Cut costs another 10% in 2003. Garnered more cuts in 2004
- Successfully worked with executive mgmt. and led firm’s rebranding effort as a high-end broker/dealer attracting the crème de la crème prospects in its niche
- Created award-winning annual report for ICH (NYSE AMEX)
Work History
Interim Chief Marketing Officer
Travel Nevada (Nevada Division Of Tourism)
Carson City, Nevada
08.2022 - Current
- Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
- Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
- Improved website visibility through development and implementation of SEO strategies.
- Coordinated with design and media teams to develop high-quality creative assets.
- Oversaw and guided brand marketing programs to optimize user product experience.
- Oversaw development of traditional and social media marketing campaigns to drive sales and customer engagement.
- Coordinated teams of design and implementation professionals to manage all project objectives.
- Developed strategies to incorporate PR and media to further enhance brand and build market share.
- Conducted and evaluated market research to adjust marketing strategy to meet changing market and competitive conditions.
- Coordinated with creative team to generate dynamic marketing content and communication tools for promotional campaigns.
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Developed and implemented successful marketing strategies to increase brand visibility.
- Built strong relationships with industry professionals and influencers.
- Devised content strategy to effectively engage target audiences.
- Managed budget allocation and resource utilization.
Creative Director/Brand Development
Travel Nevada (Nevada Division Of Tourism
Carson City, NV
02.2017 - 08.2022
- Evaluated and contributed to creative team ideas and translated into actionable project plans.
- Developed high-impact creative campaigns and promotional content for advertising from concept to completion.
- Developed artistic visual products while working within defined technical constraints.
- Created creative briefs and timeline to manage creative process from concept to completion.
- Designed innovative creative strategies to raise brand awareness and engagement for organization.
- Collaborated with senior management to develop and implement marketing initiatives.
- Monitored industry trends to keep creative materials fresh and engaging.
- Mentored and trained junior designers to help enhance skills and capabilities.
- Spearheaded rebranding campaign to meet and exceed quarterly sales goals.
- Negotiated contracts with vendors and suppliers to establish timely delivery of materials and achieve mutually beneficial agreements.
- Formulated and monitored budgets to manage expenses and control costs.
- Directed and supervised team of designers to create award-winning visual media campaigns.
- Managed workloads of designers, illustrators and other team members to optimize productivity and timeliness of task completion.
- Fostered highly communicative, collaborative team culture on visual product projects.
- Monitored progress of projects, keeping on schedule and within budget.
- Collaborated with marketing and advertising teams to maintain brand consistency across campaigns.
Art Director/Brand Developer
Bareknuckle Branding
Reno, NV
04.2015 - 02.2017
- Contributed to creative process through original ideas and inspiration.
- Developed artistic visual products while working within defined technical constraints.
- Enforced uniform style guide for project consistency across contributors.
- Researched industry trends and evaluated competitive pieces to enhance creativity and gather fresh ideas.
- Exercised and demonstrated use and mastery of elements of design to meet goals.
- Presented concepts, copy and art during internal and client reviews.
- Made collateral to support various marketing campaigns and visually communicate concepts.
- Developed style guides to promote consistent branding across projects.
- Coordinated with vendors and suppliers to source materials and equipment needed for production.
- Presented creative concepts to clients and implemented continual feedback to achieve client satisfaction.
Art Director
Dickson Commercial Group
Reno, NV
07.2013 - 04.2015
- Worked with the company owners on visual branding for a new division of their company (the commercial real estate side). This included: business identity, marketing collateral, advertising, signage, and website design.
- Developed a company brand and marketing toolkit that was used to train and educate new agents on brand consistency and marketing strategies.
- Collaborated with the network of agents, business development managers, the marketing director, and outside vendors to ensure the production of all brand, sales, and marketing materials were cohesive and completed in a timely manner.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
Art Director/Brand Development Manager
Oxygenics, Inc.
Reno, NV
05.2011 - 08.2012
- Worked directly with the CEO on new strategic plans for product development, brand development, and overall marketing strategies.
- Worked with my team to develop compelling new brand messaging and creative to revitalize the existing product lines, and promote new product lines.
- Worked on all creative for the three national brands including: brand identity, marketing collateral, website development, email marketing, product development, packaging, advertising, photography, tradeshow exhibits, scriptwriting, and video production.
- Directed art and collaborated on marketing strategies for presentations, advertising, etc. to major distribution channels including: Home Depot, Lowe’s, Bed Bath and Beyond, Costco, Best Western, and Walmart.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Managed and oversaw creative projects to drive quality, accuracy and deadline management.
Art Director
Atlantis Casino Resort Spa
Reno, NV
02.2008 - 04.2011
- Collaborated on entire re-branding of the property including heading art direction for: indoor and outdoor signage, vehicle graphics; property-wide collateral and sales materials; tradeshow exhibits; collateral and sales materials for 8 restaurants, convention center, and 5 entertainment venues; and online, email and print advertising campaigns.
- Created strategies to streamline the integration of all branding into one cohesive unit, while distinguishing the distinct and unique offerings within the resort.
- Directed art for property-wide promotions and advertising including: direct mail campaigns, print advertising, promotional signage, point-of-purchase displays, kiosks, website graphics, and electronic media.
Brand Strategy Consultant, Graphic Designer
Susan Mowers Design
Reno, NV
02.2007 - 02.2008
- Developed an easy-to-understand process that integrated brand discovery, strategy, and implementation as a foundation for all creative projects.
- Defined, clarified, and created brand identities and simple and workable marketing strategies for small businesses.
- Created business identity, marketing collateral, advertising, multi-media, website development, and design.
- Taught branding and marketing development workshops to business professionals.
- Gathered a network of trusted partners and vendors to bring projects to completion.
Education
Bachelor of Arts - Graphic Design
Brigham Young University
Provo, UT12.1999
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