Sara Schmitz Email & Phone Number

Milwaukee, Wi, Us

• Provide strategic counsel and functional planning for NM’s Chief Distribution Officer, including development of keynote speeches, functional employee townhalls, and organizational change communications and external thought leadership• Lead Diversity and Inclusion communications strategy to reach NM’s distribution system of 20,000+ leaders, advisors and team members in 76 offices throughout the U.S.• Lead integrated communications planning and message development for NM priority initiatives• Lead communications strategies for leadership changes within the distribution system• Manage team including hiring and performance management• Member of Crisis Action Team• Member of Career Distribution, Marketing and Strategic Communications D&I Council

Lake Geneva, Wi, Us

• Developed and oversight of annual marketing plan for two resorts and respective outlets (golf, spa, ski, restaurants, weddings, group sales) to achieve sales and revenue goals• Managed multi-million-dollar marketing budget, including P&L review and bi-weekly forecasting• Lead role in development of annual business plans• Provided strategic direction to in-house marketing team and outside agencies• Implemented change management within the marketing team and the resorts• Oversaw rebranding initiative for the resorts, including redesign and relaunch of resort websites and e-commerce sites• Negotiated and secured agency and vendor contracts• Analyzed competitor shop reports and weekly/monthly STR report to develop strategies in conjunction with director of revenue• Led resort crisis communications and reputation management initiatives • Analyzed guest behavior and developed strategies• Devised contingency plans for a variety of factors including economic downturns • Provided monthly marketing reporting and insights to ownership• Managed staff including interviews, annual reviews and performance issues • Held elected position on the Walworth County Convention and Visitor Bureau Board of Directors• Active member of Hospitality Sales and Marketing Association International (HSMAI), including Resort Best Practices Member Group• 2019 Manager of the Quarter • 2019 Hotel of the Year for Marcus Hotels & Resorts

Kenosha, Wi , Us

Fontana On Geneva Lake, Wi, Us

• Generated year-over-year resort revenue growth through the development and execution of the annual marketing plan • Marketing strategies resulted in double digit growth in total resort revenue in 2014 and 2015 • Developed group promotions and transient resort guest packages • Transient occupancy experienced double digit growth. Group sales exceeded revenue budget• Lead development of resort’s annual business plan• Analyzed guest demographics to develop personalized marketing and pricing strategies• Restructured marketing department to operate as in-house marketing agency, significantly reducing non-revenue driving marketing expenses • Rebranded and relaunched resort’s signature restaurant • Redesigned and relaunched website and e-commerce site resulting in a double digit increase in online booking and group sales leads• Repositioned wedding venues as a destination, resulting in an increase in record-breaking number of weddings and average wedding revenue• Developed strategy for $50 million resort renovation• Conducted audience focus groups• Developed and implemented marketing brand standards and SOPs • Prepared and managed multi-million-dollar marketing budget and plan• Managed outside agencies • Negotiated and secured paid media and vendor contracts• Served as resort spokesperson• Managed staff including interviewing, conducting annual reviews and addressing performance issues • Increased area tourism through leadership roles with Walworth County Convention and Visitors Bureau and VISIT Lake Geneva• Reported monthly revenue performance and marketing analytics to ownership• 2016 Director of Marketing of The Year – Hostmark Hospitality Group (resort management company)• 2016 Property of The Year – Hostmark Hospitality Group (resort management company)• 2014 Manager of The Year – The Abbey Resort

Milwaukee, Wisconsin, Us

Clients: Zoetis Equine (formerly Pfizer Animal Health, a division of Pfizer Pharmaceutical); Johnson Controls – Building Efficiency Division and Dairy Management Inc. – dairy industry check off program• Developed and executed marketing communications plans with and for clientso Marketing communications plans o Product launch planso Event plans• Provided strategic oversight and team direction for marketing communications programs. Tactics included: o Print and online adso Television commercialso Sales enablement toolso Brochures/collateralo Sales support materialso Direct marketing including direct mail and eblasts o Digital communications o Trade showso Sponsorshipso Public relations o Social media• Provided team leadership and manage day-to-day account activities • Responsible for budgets in excess of $5 million• Prepared and managed project plans and timelines • Resolved and managed issues at both the client and team level• Managed multiple projects on accelerated timelines • Managed staff of nine including interviewing, conducting annual reviews and addressing performance issues

• Managed public and media relations for publicly traded $51.9 billion bank holding company• Provided strategic public relations counsel, media training and support to executives and business line leaders throughout corporation• Served as primary media contact for corporation • Crisis communication planning and execution• Merger and acquisition planning, messaging and implementation• Served as corporate spokesperson, including live television interviews• Wrote news releases, media pitches, media holding statements, executive speeches• Managed quarterly financial reporting and investor conference call• Media trained executives and internal clients• Managed outside public relations agencies • Established and negotiated public relations vendor contracts• Prepared and managed budgets, plans and timelines• Managed special projects, such as Custer High School athletic field development and annual M&I Bank holiday display• Served on internal committees

Waukesha, Wi, Us

• Key member of communications team that implemented award winning community and public relations program to build relationships, reputations and visibility for Altria (formerly Philip Morris Family of Companies) within the agricultural community• Provided strategic counsel to Altria agricultural relations executives• Organized and staffed special events and trade show booth (50x50) at major national agricultural trade shows• Secured speaking and sponsorship opportunities for client • Managed media relations campaigns including research, news releases, feature articles, reports, collateral material, advertorials, audio-visuals and other communications materials• Developed key messages and wrote speeches for Altria senior managers• Established relationships with national agricultural media• Fostered relationships with major agricultural stakeholders and trade associations• Identified and pursued new business opportunities for the agency• Prepared and managed budgets, plans and timelines• Conducted speaking presentations at agricultural leadership programs, student recruitment fairs, college public relations classes and professional development seminars• Served on industry related boards and committees

East Lansing, Mi, Us

• Assisted in planning and coordinating of Michigan State 4-H Horse Program activities such as horse shows, enrichment programs, educational seminars• Responsible for design and layout of Michigan Youth Horseman newsletter and Website• Authored various Animal Science Department newsletters• Developed, conducted and analyzed Michigan 4-H Youth Horse Programs Needs Assessment Survey• Served as conference presenter

Bachelor Of Science, Agriculture And Natural Resources Communications And Bachelor Of Science, Animal Science

Education record