Lorely Polanco, Mba Email & Phone Number

Lansing, Michigan Area

Lead the Marketing and Communications Department with the goal of promoting Peckham's vocational rehabilitation efforts across 5 lines of business - Manufacturing, Business Services, Logistics, Environmental Services, and Contract Packaging.Leverage traditional and digital marketing to increase brand awareness and create positive brand association within the communities we serve in our 16 locations across 3 states via advertising, storytelling, partnerships, and content creation. Ensure the strategic alignment of our traditional and digital advertising, marketing collaterals, and digital presence with established key objectives for the organization. Spearhead the growth of our digital footprint to publicize and promote our five lines of business as well as the vocational rehabilitation efforts provided to over 3,500 team members. Manage all social media platforms at the organic and paid level and execute advertising campaigns on LinkedIn, Facebook, and Google to support recruitment for a diversity of positions offered by each distinct division. Supervise the organization and publicity of all external public and fundraising events as well as community outreach efforts and sponsorship management. Direct our public relations strategy in the areas of stakeholder communications, crisis management, media relationships, and others.

Marketing Foundations (211), Management 211, Business Foundations (120), Marketing Strategies – MBA (610), Marketing in a Multicultural Environment – MBA (638)

Greater Grand Rapids, Michigan Area

Provided oversight of the Marketing and graduate Business program, under the Marketing Chair, for in-seat and virtual courses offered in all DU campuses for over 300 students, including supervision of programs KPIs such as program awareness, student satisfaction, graduation rates, job placement, and others.Directly responsible over the hiring, mentoring, and supervising of over 25 adjunct faculty as well as over the scheduling of 80+ courses and instructor assignments. In this area, I focused on using technology to improve processes which resulted in the implementation of new methods for course assignment, and faculty onboarding, coaching and support.In 2017 I led the redesign of DU’s Marketing BBA to create a more dynamic program that incorporated digital marketing and technology courses. As part of the BBA redesign, and using data-driven decisions, I recommended the elimination of underperforming specialties and courses and created new ones based on market and employment trends in the digital marketing field. Some of those recommendations were implemented across all majors in the business college. As a result of the changes implemented, enrollment in the Marketing BBA has increased 6% in the year after the new program was launched and student satisfaction has increased to 98% (currently). In 2018, marketing majors at DU achieved the highest scores among all business majors in the outbound Peregrine exam administered to graduating seniors.Instrumental in spearheading a partnership between DU and Eaton RESA, through which high school students currently take courses at our university, thereby increasing our early college and new high-school direct student enrollment.

Direct the development, execution, and measurement of strategic marketing plans for NFF’s multi-state (12 states, 120 leagues) and national presence, with the goal of increasing brand awareness and enrollment in corporate and affiliate leagues. Spearhead the redesign of 14 NFF-controlled websites, including backend registration software, to improve UX/UI. Lead rebranding efforts and the creation of new logos and branding guidelines to ensure consistency across all leagues, championships, and states. Leadership and supervision over the marketing team to create all advertising and promotional campaigns for 12 individual states, with control over message, media, budget, and advertising channel, taking into account our different audiences as well as regional and national competitors (email campaign open rates and CTR have doubled under my supervision). Build and support our content-marketing efforts to strengthen NFF’s position as a leader in the industry. Management of 14 social media accounts including YouTube, IG, Twitter, Facebook, Snapchat, and LinkedIn with accountability metrics of increased engagement, followers, fans, positive sentiment, and reach. Direct supervision and management of NFF’s e-commerce presence and associated targeted email campaigns, which has resulted in a 67% increase in YTD revenues (2019) by improving conversion rates and increasing order value. Develop and analyze all market research efforts as well as customer satisfaction data to recommend service improvements, additional program options and changes, and develop tools to incentivize state leads. Develop corporate and community partnership efforts to support NFF’s marketing goals.

Worked closely with clients to devise and guide the implementation of online business solutions such as websites, portals, intranets, custom-developed software and mobile apps. In this capacity I became proficient in the areas of web design and usability, responsive website design, information architecture, web content management systems (Drupal and DotNetNuke), social media marketing, Search Engine Optimization (SEO), Search Engine Marketing (SEM), e-commerce, Google Web Traffic Analytics and others. As an account manager I earned the company approximately $15 million in sales revenue. In the project management role I worked with some of our largest accounts, including Michigan State University and Auto-Owners Insurance, simultaneously leading complex web application projects using project management software such as Basecamp, Clarizen, and At Task.Acted as the in-house internet marketing specialist, successfully developing online marketing strategies for both Artemis and our clients as well as directing traditional marketing efforts such as identity and brand development, vertical market segmentation and targeting strategies, database/direct-marketing, tiered pricing and customer service standards. From a business development standpoint, I sought out and responded to IT/IS RFPs from governmental organizations, successfully managing the negotiation of contracts and implementation of projects. Examples of won bids include City of Aspen/Pitkin County (CO), City of Southfield (MI), Stearns County (MN), St. Louis County (MO), Ann Arbor Transportation Authority (AATA) and Michigan Department of Agriculture.

Principles of Marketing (200), Principles of Advertising (140) and International Business (201)

As a Sales Manager for Kenmore Air Purifiers, I was in charge of a $1.9 million business, with direct control over sales, distribution, trade incentives, sales promotions and product design changes and introductions. From June ‘06 to December ‘06 I was able to increase end-of-year plan revenue and AVS by 10% while significantly decreasing the cost of sales and allowances, which resulted in an EOP contribution of 82% greater than planned.Successfully managed the sale of $1.1 million of discontinued units to Sears’ outlet stores, which resulted in the elimination of obsolete and dented inventory from our distribution centers. Spearheaded EDI automatization of sales processes, significantly decreasing labor and inventory carrying costs.In my Operations Manager role I tracked, trained on, and ensured Whirlpool's compliance with its largest trade partner in a variety of operational and legal issues such as PONC charges, MAP violations, Meet Comp policies and Maytag integration-related issues. Actively participated in diversity networks such as Whirlpool’s Young Professionals and Whirlpool Hispanic Network. Launched Whirlpool’s “Hispanic Rising Star” program as part of the company’s effort to attract and retain top Hispanic talent, a program that culminated in 100% retention of candidates from MSU. Selected one of the “Most Outstanding Contributors” in 2006 and elected Education Committee Co-Lead in 2007.

Master Of Business Administration - Mba, Marketing & International Business, 3.7

Activities and Societies: Graduate Advisor for the Native American and Hispanic Business Students. Brand Management Intern at Whirlpool.

Bachelor Of Arts - Ba, General Business Pre-Law, 3.7 (Honors)

Activities and Societies: Treasurer for the Native American and Hispanic Business Students. Study abroad program participant.