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1. PAMELA A. MONASTRA 4421 Tree Haven Drive ã Atlanta, GA 30342 ã 404.391.2169 ã pmonastra@theoriginofideas.com Text Pamela to 99699 or Scan QR Code BRAND…
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  • 1. PAMELA A. MONASTRA 4421 Tree Haven Drive • Atlanta, GA 30342 • 404.391.2169 • pmonastra@theoriginofideas.com Text Pamela to 99699 or Scan QR Code BRAND JOURNALISTAs a proven senior-level brand marketing and communications consultant, agency executive, public affairs specialist andbrand strategist, I am seeking an opportunity with an organization that will allow me to utilize my unique skill set, strategicand innovative approach to brand strategy development, marketing communications, PR, and collaborative teamdevelopment. I offer expertise in developing and managing fully integrated cross-channel brand marketing and publicrelations by blending traditional concepts with innovative online/digital/social strategies to create maximum brand value. Ihave a proven track record of building strong strategic alliances, prudent fiscal management and ROI. KEY QUALIFICATIONS Brand Strategy Development & Management • Media & Public Relations • Public Affairs • Strategic Planning Marketing & Communications Strategies • Multi-Channel Strategies • Social Media Expertise • Direct & Online Marketing Digital & Mobile Marketing • Creative Direction & Management • Crisis & Emergency Communications Cross-Functional Collaboration • Vendor & Partner Management • Co-Branding Relationship Building Client Relationship Management • Key Account Supervision & New Business Development • Employee Management Team Leadership/Motivation • Policy & Protocol Development • B2B and B2C Expertise Market Research & Competitive Analysis • Target Demographics • Market Positioning • Research & Web Analytics Product Launch • Market Positioning • Budget Planning & Forecasting • Event Planning & Fundraising • Non-Profit CAREER HIGHLIGHTS• Defined and developed a complete brand strategy and market position for a Tenant Representation Group at JonesLang LaSalle, a Global Fortune 500 commercial real estate services firm.• Engineered new product launch protocol, creative strategy and online/digital/direct campaign for Massey Ferguson ofAGCO Corporation, a Global Fortune 500 agricultural equipment manufacturer.• Developed, launched and managed a customized social media and online marketing strategy for North HighlandWorldwide, a global consulting firm.• Defined and reorganized the intellectual and brand assets of Sperry Van Ness International, a Global commercial realestate company, in preparation for market penetration and franchise expansion.• President/Founder of a leading brand marketing and communications agency, developing and managing uniquebrands across a wide array of product offerings and lifecycles.• Public Affairs Specialist working in PR and media relations for the State of Georgia: Director of Communications for theGeorgia Emergency Management Agency/Homeland Security. Public Information Officer for Georgia Bureau ofInvestigations and the Department of Public Safety - State Olympic Law Enforcement Command (SOLEC). CURRENT CAREER QUALIFICATIONSIconoclasts, LLC d/b/a Next Step…the origin of ideas, Atlanta, GA 2008-PresentNext Step…the origin of ideas provides Chief Marketing Officer consulting services, offering business growth strategieswith a focus on branding, marketing and communications.PRESIDENT • Spearhead each client’s discovery, analyzing data and research to identify key existing assets and to determine strengths and vulnerabilities • Coordinate and manage multi-level team collaborative creative strategy sessions and Ideation brainstorming • Develop the creative strategy for launch and execution of high profile campaigns and products
  • 2. PAMELA MONASTRA - 404.391.2169 • Originate and present client brand strategies and brand platforms • Determine and define innovative and fully integrated multi-channel marketing and communication strategies • Lead implementation and execution of initiatives and tactical plan • Oversee management of all third party vendors including PR, and production • Identify and develop transformational programs designed to engage audiences, create greater visibility and credibility, and foster thought leadership. • Improve and enhance client B2C experiences and allegiances, and build greater B2B partnerships and alliances • Establish, create and launch online, digital and social media marketing initiatives and protocol • Integrate and analyze key metrics and analytics to measure and ensure ROI • Oversee budget preparedness and forecastingExamples of Client Work: • Jones Lang LaSalle – a global Fortune 500 company specializing in professional services for the commercial real estate industry with over 45,000 employees in 70 countries. Jones Lang LaSalle is the second largest commercial real estate firm in the world. Contracted to define and develop a complete brand strategy and market positioning for a Tenant Representation Group in Atlanta, GA. A detailed discovery process including team and client interviews, competitive benchmarking and market trend analysis provided the roadmap to developing the brand platform and market position, identifying the Unique Selling Propositions, and the articulation of the brand’s core essence. Full integration of the brand is currently underway. Developing a fully integrated multi-channel marketing communication strategy for market penetration and engagement. • Sperry Van Ness International - a $4.5 billion international commercial real estate company with over 175 franchise offices worldwide. Sperry Van Ness is one of the largest commercial real estate franchisors in the world with franchisees in 3 countries, 38 states, and 153 markets. Contracted to realign and redefine the corporate philosophy as it relates to its brand position, messaging and awareness. Lead the Sperry Van Ness leadership team to collectively define the “Why” of their organization - an articulation of the core reason an organization exists beyond its products and services. Defining the “Why” was the catalyst for identifying the brand assets and development of the new brand strategy. • North Highland Worldwide - a global consultancy firm with 49 U.S. and international offices. Contracted to assess, define and implement a social media strategy that best aligned with the brand, philosophy and goals of the organization. Through a detailed internal and external discovery and analysis process a social media strategy was defined and a platform for implementation, execution and sustainability launched using LinkedIn, Twitter, Facebook and YouTube. North Highland Worldwide is experiencing greater numbers of exposure as a result of their presence on such platforms as LinkedIn, YouTube, Twitter and Facebook. In a comparison of analytic figures from 2010 to Q3 2012, website visits are up over 70%, LinkedIn referrals to the site are up 51%, new visits are up over 73% and returning visitors are up over 23%. • AGCO Corporation - a $6.5 billion global Fortune 500 company specializing in the agricultural and farming industry with 2,600 independent dealers and distributors in more than 140 countries. Contracted to head up the launch of Massey Ferguson’s newest and most innovative and technologically advanced piece of farming equipment and introduce new ways of brand marketing strategies. Utilization of mobile website and SMS texting technology (text “Curious to 99699”) created an industry buzz across varied forums and garnered the brand an additional 3 min 22 sec. of brand exposure per impression. Fully integrated multi-channel campaign dramatically exceeded client expectations by a 715% increase over pro forma. • Quantum Training Systems a ground up company offering nationwide real estate training and coaching. Within an aggressive 45-day timeline, effectively leverage the Ideation process with specific goals and objectives as well as create innovative and unique brand messaging, visual manifestation and a series of deliverables in time for the QTS launch deadline. An inaugural orientation was attended by 23 top-tier real estate professionals, with annual net earnings of up to $2M, and 61% of whom become members of the coaching and training staff, far exceeding QTS management expectations. Building on this success, staff and client membership continued to grow, producing a 27% above projection increase to initial pro forma and market penetration into 27 States within 7 months. 2
  • 3. PAMELA MONASTRA - 404.391.2169 • Gwinnett Community Bank - a full-service metropolitan Atlanta community bank. Contracted to assist in the critical sale of bank-owned real estate. Designed a comprehensive and highly successful business model that included developing a detailed asset valuation process, ROI based disposition system, strategic partnership benefits program and a value-added marketing and communications program which reaped, in its first 60 days, the selling of 35% of standing inventory, and in less than 180 days, reduced standing inventory by 92%. The program was created with 7 distinct goals, which utilized a 4-step process (Data Collection, Data Evaluation, Secure Assets or Investment to Finish, and Marketing of Assets) with individualized detailed data collection and audit checklists. Strategic partners were identified, integrated, and leveraged to maximize the program’s effectiveness. PREVIOUS PROFESSIONAL EXPERIENCEFULL CIRCLE PRODUCTIONS, LLC, Atlanta, GA 2007 - 2008Provided nationally recognized marketing advertising and brand management for the real estate industry in the UnitedStates and the Caribbean, offering builders and developers a full array of services from product planning, demographicresearch and profiling, budgeting, branding, marketing, advertising, media planning and buying, and web design &development services.DIRECTOR OF MARKETING: o Produced brand-driven, industry-leading creative, innovative collateral design, and effective marketing and communications strategies, working with companies from $5 million start-ups to over $1 billion in annual revenue o Provided management and leadership to Account Managers, Project Managers, Production, Managers, Art Directors, Media Manager and numerous third party vendors (PR agency and more) o Oversaw new business acquisitions & revenue forecasting o Created and managed client and project budgets and forecasting o Lead a team of eight direct reports (50 total employees), freelancers, and numerous third party vendors o $8M in average annual billingsEarned dozens of industry awards for the superior quality of national and regional marketing and advertising campaigns.ELITE MARKETING SOLUTIONS, INC. 2001 - 2007Provided marketing, advertising and brand management for the real estate industry throughout Georgia, offering a fullarray of services from branding, marketing, advertising, public relations, product planning, demographic research &profiling, budgeting, media planning, and web design & development.PRESIDENT & OWNERLead boutique agency, managing seven employees, freelancers and numerous third party vendors. Recognized in theindustry as the leader in small to medium size builders and developers, and master planned communities. Producedbrand-driven, industry-leading creative and effective marketing and communications strategies.ASHTON WOODS HOMES 2000 - 2001New Homes Builder in the SoutheastDIRECTOR OF MARKETING:Manage $1.2 million annual budget, 17-25 active communities and many others in various stages of development o Responsible for all aspects of brand development, marketing and communication strategies, o Worked with executive leadership on product development based on target demographics o Oversaw community development, beginning with land acquisition team to opening day with the sales teams – from creative and collateral design and development to entire sales experience o Managed all third party vendors including design firm, PR agency, creative and productionEarned 14 industry awards for superior quality for brand driven strategic marketing and communications plans.GEORGIA EMERGENCY MANAGEMENT AGENCY 1998 - 2000GEMAs mission is to provide a comprehensive and aggressive all-hazards approach to mitigation, preparedness,response, recovery and special events. 3
  • 4. PAMELA MONASTRA - 404.391.2169DIRECTOR OF COMMUNICATIONS: o Developed a communications strategy, policy and protocol for messaging, public information, and public affairs response o Coordinated all media inquiries, press conferences, and public relations o Managed all internal and external communications strategies and messaging o Appointed as official spokesperson on and off camera interviews o Wrote talking points and speeches for the Director and other officials o Managed a staff of five Public Information OfficersCoordinated all communications, media and public affairs for critical events including Y2K, Columbine Massacre,numerous hurricanes, and other weather-related disasters.GEORGIA BUREAU OF INVESTIGATIONS 1996 - 1998The Georgia Bureau of Investigation (GBI) is an independent, statewide agency that provides assistance to the statescriminal justice system in the areas of criminal investigations, forensic laboratory services and computerized criminaljustice information.PUBLIC INFORMATION OFFICER (PIO): o Coordinated all media, press conferences, and public relations o Appointed as official spokesperson o Wrote press releases as well as talking points and speeches for the Director and other officials o Managed all internal and external communications strategies, messaging, collateralDEPARTMENT OF PUBLIC SAFETY (STATE OLYMPIC LAW ENFORCEMENT COMMAND - SOLEC) 1995 - 1996Temporary state law enforcement agency created by the Governor’s Office prior to the 1996 Centennial Olympic Games.SOLEC was the oversight agency of 500 local, state and federal law enforcement agencies.PUBLIC INFORMATION OFFICER (PIO): o Developed and implemented multi-agency policies and protocols for communications response and public information o Coordinated all media press releases, press conferences, and public relations o Appointed official spokesperson and Gov. Zell Miller’s SOLEC law enforcement liaison o Managed PIO’s and Communication Directors under SOLEC umbrella o Lead multi-agency meetings and coordinated subgroups o Wrote talking points and speeches for the Governor, and many head law enforcement officials o Appointed to the Olympic Transition Team assigned to Utah o Managed team of four direct reports o Coordinated and handled all verbal and written communications to 500 agency representativesCoordinated all communications, media and public information for critical events including the Centennial Olympic ParkBombing, Hurricane Bertha, and the largest number of hurricanes in recorded history in one season.PROFESSIONAL JOURNALIST & REPORTER 1989 - 1995Broadcast and print experience: WBGU, WTVG, and the Atlanta Journal and Constitution (AJC)(Sports, public safety and general categories) EDUCATION & PROFESSIONAL DEVELOPMENTBS-Journalism - 1989Bowling Green State University, Bowling Green, Ohio NON-PROFIT / VOLUNTEERJoseph C. Monastra (JCM) Foundation for Pancreatic Cancer Research 2002 – PresentFounding Member / Board of Directors - Raising more than $300K benefiting cancer research scientists at JohnsHopkins to help find an early detection and cure for pancreatic cancer. www.jcmfoundation.org 4
  • 5. PAMELA MONASTRA - 404.391.2169Co-Chair ArtCAN – Art fund raising event in Atlanta, Georgia featuring artists from around the globe who have beenaffected by cancer. Benefiting the Joseph C. Monastra (JCM) Foundation for Pancreatic Cancer Research and thepancreatic cancer research it supports at Johns Hopkins. www.jcm-ArtCAN.orgThe Getting2Tri Foundation 2010 & 2012Athlete Handler – The Getting2Tri Foundation (G2T) works with individuals with limb loss and disabilities get back intolife through the sport of triathlon, training individuals how to swim, cycle and run; educating them on how to pursue ahealthy active lifestyle; and empowering them to conquer anything. As a volunteer Athlete Handler I am assigned to workone-on-one with an athlete during the Paratriathlon Training Camp. http://www.getting2tri.org 5
  • 6. PAMELA MONASTRA - 404.391.2169Co-Chair ArtCAN – Art fund raising event in Atlanta, Georgia featuring artists from around the globe who have beenaffected by cancer. Benefiting the Joseph C. Monastra (JCM) Foundation for Pancreatic Cancer Research and thepancreatic cancer research it supports at Johns Hopkins. www.jcm-ArtCAN.orgThe Getting2Tri Foundation 2010 & 2012Athlete Handler – The Getting2Tri Foundation (G2T) works with individuals with limb loss and disabilities get back intolife through the sport of triathlon, training individuals how to swim, cycle and run; educating them on how to pursue ahealthy active lifestyle; and empowering them to conquer anything. As a volunteer Athlete Handler I am assigned to workone-on-one with an athlete during the Paratriathlon Training Camp. http://www.getting2tri.org 5
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