• Collaborate with creative and web teams to develop innovative brand strategies for Norfolk Southern.• Implement creative solutions to enhance brand visibility and engagement across various platforms.• Analyze market trends and consumer behavior to drive brand positioning and messaging.

At Norfolk Southern, I've had the pleasure of creating the company's first paid media content and advertising strategy. Working closely with VP-level executives and above, I've had the ability to build additional paid strategies that align with and drive our business objectives. Leading our reputation recovery effort, known as the "The 90 Day Plan," I managed a team of fifty-five, across five agencies, and project managed more than twelve major projects. At the same time, I played a pivotal role on the core team that led the redesign of our corporate website which required collaboration with cross-functional teams, including IT, design, and marketing, to ensure the new website aligned with our strategic goals and brand identity. I established a comprehensive content planning and management process, ensuring consistency and efficiency across all channels. I also drive the communication team's performance metrics process to monitor progress toward organizational goals. Additionally, I lead a cross-functional team in designing and implementing our brand identity and guidelines, acting as the brand manager to ensure the brand's reputation. And most recently, I co-led the launch of Norfolk Southern's first email marketing program with a cross-functional team, enhancing our outreach and engagement efforts with our customers and stakeholders.

After two months with the company, I was elevated to the role of Global Brand PR Manager at IHG Hotels & Resorts where I oversaw the strategic direction and execution of Brand PR initiatives for nine brands across the company's Premium, Essential, & Suites brands across the globe. I developed and implemented comprehensive Brand PR strategies tailored to each brand's positioning, target audience, and market dynamics including the global rebranding of Crown Plaza which resulted in enhanced brand visibility and market share growth. I led a cross-functional team for the launch of IHG's newest brand, Atwell Suites, acting as the campaign lead and driving strategic activations and tactics. I also implemented robust measurement and analytics frameworks to track PR performance, analyze results, and optimize strategies for maximum impact and ROI. I ensured that each of my hotel brand's communication plans met organizational goals and maintained consistency in tone, message, look, and feel in adherence to overall brand standards. I produced and presented monthly performance reviews of existing campaigns for the Heads Of each brand and identified areas for improvement. I managed over five external agency and vendor teams who provided services related to brand activities.

In my role as US Brand PR Manager, I spearheaded comprehensive PR strategies to elevate brand awareness and drive revenue growth across a diverse portfolio of hotel brands. I developed and executed integrated PR campaigns, including media outreach, press releases, influencer partnerships, and social media initiatives, resulting in increased visibility and positive brand sentiment.I cultivated relationships with key media contacts and industry influencers to secure high-impact press coverage in top-tier publications and digital platforms. I collaborated cross-functionally with marketing, sales, and revenue management teams to align PR initiatives with overall business objectives and drive measurable results. I analyzed performance metrics and KPIs to optimize PR strategies and demonstrate results.

After my time with the department, I was selected to join Explore Georgia, the tourism division within the Georgia Department of Economic Development as the PR & Communications Manager. In this role, my responsibilities include communicating with all media and public relations in order to create awareness of Georgia as a travel destination. I have secured stories in publications including CNN, Conde Nast Traveler, Southern Living, Forbes, National Geographic Traveler, The Sunday Times, Food Network Magazine, and more.

I was the Senior Communications Specialist for Tourism, Film, Music and Digital Entertainment, and Georgia Council for the Arts divisions within the Georgia Department of Economic Development for seven years. In this role, I planned and implemented multiple successful communication initiatives across three divisions to raise the profile of Georgia as a top travel destination, the No. 1 filming location in the world, and showcasing the state’s valuable art industry with limited budget and resources. I was able to garner more than 500 placements in local, national, and international publications including, landing Georgia on National Geographic’s “Best of the World List” in 2018, on the list of Travel + Leisure’s “50 Best Places to Travel” in 2019, and a four-page feature on Georgia’s film industry in TIME magazine in 2018. I was able to grow the social media following and engagement for the Georgia Film, Music, and Digital Entertainment office (GAFMDE) by 2000%, organically.My other responsibilities included: • Developing and cultivating positive, professional media relationships ensuring high visibility, enhanced and positive coverage, improved company image, and market share growth support.• Managing PR efforts in the UK and Germany for tourism through expert-led communication strategies, media outreach, press tours, media briefings, and interviews, attracting new business from emerging markets and increasing visibility.•Developing, writing, and editing all marketing and communication materials including, press releases, marketing publications, advertorials, newsletters, social media, web content, and speeches.•Working closely with the design production team to create print and digital content for collateral pieces, social media advertising, and interactive projects.

I was with Six Flags Over Georgia for five years and was able to contribute to three positions during my time there. It's was great company, and I've really enjoyed the opportunity to grow, and learn. I was able to apply all my prior skills to contribute in creating, implementing, and managing strategic public relations campaigns and strategic direction plans, ensuring successful marketing activities and positioning, strong media relationships, and improved ROI results. I enjoyed the end-to-end management of marketing communication and being able to reach a broad demographic through rack brochures, Park maps and guides, general press releases, the Park website and other key areas.I maintained a strong focus not only on company offerings, but also, those of the competitors, and consistently researched the market, economic conditions, and buyer behavior trends in order to identify and recommend new opportunities, especially in social media. I am accountable to increase social media visibility for both Parks, including Facebook, Twitter, YouTube and establishing a presence on Instagram. In order to meet the demands of a younger audience with so many more entertainment choices, a huge focus involves revitalizing and transforming once-dated communications, public relations, and web presence, and devising new ways to ensure relevant, audience-focused and behavior-driving programs and interactions. My prior roles have gave me the skills to develop and cultivate positive, professional media relationships, as well as expertly work with various stakeholders in end-to-end special event management, as well as media tours, after-hours events, press conferences and community events. I also enjoyed the customer-facing aspect of this role, particularly the opportunity to represent Six Flags in broadcast and print publicity and communication materials, PR briefings, pitches, press releases, and as spokesperson for all on-camera interviews.

After my successful role as Advertising and Promotions Assistant, I was promoted into a sales position, which helped me develop and grow my skills in client acquisition, revenue achievement, and territory growth. I consistently exceeded sales goals, and was very proud of being recognized for my success in earning the highest revenue in market since 2008. In order to ensure repeat sales and satisfied customers, I displayed a very consultative style that focused both on short- and long-term sales success, and remained visible throughout the entire relationship, making sure that any issues were quickly resolved and that both customer and company were recognized and considered in all decisions. By managing the end-to-end promotion/sales lifecycle of all events, I was able to add value at all points, from ideation to execution, by expertly handling service requests, ensuring proper staffing, and collaborating with cross-functional teams. This sales and service style was rewarded time and time again, as I was able to not only build and grow a new account base, but also, I won back accounts that had left the company in prior years, and helped prove that Six Flags was a viable partner. Increased customer interest also stemmed from my ability to improve corporate relations with key stakeholders, including tour operators and hotels, ensuring top-of-wallet recognition, and continued focus on Park's offerings. In order to continue to identify new growth possibilities and revenue streams, I developed and marketing a series of smaller and more personalized events, including family reunions, birthday parties, picnics, and other lucrative and well-received events. My ability to identify, prospect, cold-call, and set appointments with these new business opportunities resulted in $100K in new revenue in 2010.

I was really fortunate to get such a valuable position at Six Flags, and I know that my prior work experience for the Thrashers, Career Sports & Entertainment, and the William Mills Agency greatly helped me attain this position. As Advertising and Promotions Assistant, I applied a combination of creative, strategic, and analytical skill sets to coordinate and support brand awareness for young-skewing and trendsetting radio and TV station listeners. I developed lucrative and mutually beneficial relationships with the media, fast food and retail leaders, which led to successful advertising cross-promotional activities, and also gained the experience to expertly manage all trade radio, including traffic spots and ticket promotions. In addition to the on-air experience, I increased customer awareness and demand by creating and executing monthly email communications for 500K+ email database, aimed specifically at a younger audience with high disposable incomes. I also enjoyed working with internal and external teams to coordinate promotion and advertising for all of the Park's events, including very large festivals and concerts, and consistently delivered flawless execution, and adherence to strict time and budgetary concerns. Digital and social media strategy development and execution was also a prime focus, and I ensured increased participation through proficiency in the use of social media platforms including Facebook, Twitter, YouTube and LinkedIn.

Being so closely involved with a major sports team was very exciting, and I enjoyed the challenge of brainstorming ideas for new special events. I provided marketing and public relations leadership for the entire project lifecycle, working closely with diverse teams to create, implement and also track these new initiatives. I worked diligently to study the customer demographics and the hockey culture to really understand how to motivate this unique group, as well as reach out to customers that were not yet hockey fans. The competition for a customer's entertainment dollar is very competitive, and in order to stand out, I used excellent customer communication skills and creative thinking to discuss new ideas and concepts with confidence. I also grew excellent relationships with the Atlanta sports media, recorded and transcribed quotes from coach press conference, and distributed all press materials to media personnel. While the hockey team is no longer in the Atlanta area, I still think very fondly of my time there, and recognize that the skills I gained in this role are skills that I continue to use in my current role.

My ability to reach out and develop excellent relationships was a big part of my success in this role. Building upon the skills I gained while with the Thrashers, I worked side-by-side with high-value clientele to design, plan, execute and manage the end-to-end marketing and promotion of special events, ensuring complete accountability in areas such as media materials, attendee follow-up, press and public relations logistics support, and on-site control. This role also involved the development, execution and follow up of key proactive public relations programs and activities, keeping the clients' top-of-mind with their desired target base, as well as increase visibility and interest with activities such as news releases, media kit materials, and blog entries. This increased focus also led to expanded publicity for new products, services and key merchandising initiatives while also ensuring frequent and positive marketing exposure and positioning.

I was very fortunate to be able to apply my degree in a positions such as this. While a short-term role, I was able to positively impact communications plans including news releases, and media kit materials, as well as observe interviews and meetings with high-level financial industry clients.