Ryan A. Smith Email & Phone Number

Irvine, Ca, Us

• Serve as liaison between Strategic Communications & Public Affairs and individual schools/units to provide guidance on university master branding standards and creative resources. Collaborate with campus communicators to amplify faculty research and student success stories across owned and paid media channels.• Manage contracts and campaign budgets of $2M per year while vetting, onboarding, and engaging with external partners to accomplish strategic marketing goals and deliver reporting and forecasting to campus leadership• Manage ad agency in developing broadcast, print and digital media campaigns that support university fundraising efforts and reputation objectives • Analyze performance and data of paid media efforts across print, out-of-home (OOH), digital (programmatic, display, social) channels, adjusting content and media plans in collaboration with campus PR/Communications priorities • Fielded local city/county/state awareness and perceptions research study to gain insights on the UCI brand. Findings have led to a brand identity update rollout and Great Minds Think Together ad campaign. • Curate and write story content for collateral pieces, websites, and email campaigns such as the News for Neighbors monthly e-newsletter for area residents that has generated open rates above targets

• Oversaw the development of paid and owned omni-channel creative content for Carrington College and San Joaquin Valley College (SJVC) to support lead generation student enrollment efforts of allied health and skilled trades career education programs for 33 campuses in seven western states• Managed $700K+ annual creative production budget resulting in 400+ digital, upper-funnel (TV/radio/OOH) and print collateral project deliverables • Directed agencies and video production company in creating upper-funnel and digital ad campaigns • Told brand story and maintained brand guidelines to ensure creative met regulatory compliance standards• Implemented a comprehensive refresh of the SJVC brand for the 45th anniversary, including creation of new brand guidelines and updates to campus signage and interior design at 17 locations• Managed and mentored staff creative team including graphic designers and videographer

• Developed university’s overarching brand advertising campaign and marketing communications plan • Planned, executed, and tracked $1.4M annual ad budget, including digital, print, and OOH channels• Provided leadership and direction to advertising and digital media buying agencies• Evaluated digital campaign performance and optimized buys to improve efficiencies and engagement • Organized and directed photo and video shoots

Associate Director, Marketing - Office of Strategic Communications (Dec 2013 – Sept 2016)• Directed university’s overarching $1.2M brand advertising/media plan• Primary department liaison for multiple campus clients on projects ranging from website development to print collateral design, and video production • Led the development of high-volume creative projects utilizing Basecamp project management software Associate Director, Marketing – University Events (October 2003 – December 2013)Developed marketing strategy and communication plans for annual, donor-related events including the university’s primary fundraising gala, Front & Center. Held at the Honda Center, this leading Orange County benefit concert drew 10,000+ attendees and raised $1M for scholarships. Headliners included Stevie Nicks; Chicago; Steve Miller Band; Earth, Wind & Fire; and Heart. Primary responsibilities included: • Creative development of print collateral marketing materials• Media planning and buying, including negotiating trade partner agreements with local media outlets• Web and social media content development • Management of donor-volunteer marketing and sponsorships steering committee • Identification and cultivation of corporate sponsor prospects• Speech writing/scripting for University President and other dignitaries

• Managed 15 franchisee advertising co-ops/DMAs throughout the western U.S.• Provided marketing support for 250+ stores and 100+ single and multi-unit franchise operators while maintaining marketing budgets in excess of $3M• Directed/facilitated quarterly market business planning meetings with franchise association groups• Led internal, cross-functional local planning teams in the creation of strategic, market-level business plans, utilizing both internal sales data and industry market measure analytics (CREST, ACNielsen)• Oversaw multi-year sports marketing agreement with the NBA’s Portland Trail Blazers, including development of a Blazers Kid’s Club sweepstakes/recruitment promotion that increased sales by 12% and more than doubled membership for the club program• Leveraged strategic beverage partnership with Coca-Cola North America to create effective volume-driving promotions and store crew incentives• Partnered with the Make-A-Wish Foundation to increase franchisee community outreach• Provided direction to field advertising agency in all aspects of market planning, including development of media plans and related broadcast production

• Developed general-market and multi-cultural integrated, multi-channel/key account consumer sales promotions for the Coors brand portfolio in the southwest marketing area• Collaborated with corporate-field marketing client and area distributors to plan, buy and merchandise (through media added value) 19 spot/co-op radio markets• Primary local agency liaison for major music/entertainment partnerships: House of Blues Entertainment Venues and Verizon Wireless Amphitheaters• Led negotiations for ’99-’00 Fox Sports Net West $1.3M sports sponsorship agreement• Spearheaded creative development, partner approvals and production of $150K on/off-premise, POS kit featuring high-profile sports and music entertainment properties: LA Dodgers, San Diego Padres, House of Blues Entertainment Venues, Verizon Wireless Amphitheaters• Supervised direct reports, Account Executive and Account Coordinator

• Managed national Taco Bell kid’s meal animated TV advertising campaign from strategy development through broadcast production• Served as primary agency contact in securing creative approvals for national TV tie-ins: Paramount Pictures “Congo,” Warner Bros. “Batman Forever,” and Lucasfilm’s “Star Wars Trilogy” re-release• Oversaw test market TV and radio broadcast production for new pipeline product launches

B.A., Advertising

Mba