Marketing Sales

LaTonya S. Lawson ***** Call Avenue, Hayward, CA *4542

nyxqpr@r.postjobfree.com 510-***-****

EXPERTISE Creative Marketing/ Advertising Management

Brand Strategy & Development Creative Team Leadership

Advertising Operations & Processes Campaign Planning & Execution

Strategic Partnerships Customer Loyalty & Acquisition

PROFILE

Creative, results-oriented professional with track record of developing successful solutions to diverse marketing challenges. Highly motivated, proactive, collaborative self-starter who moves easily from vision and strategy to implementation, problem-solving and follow through. Able to generate enthusiasm, participation and support from individuals and teams at all levels, both internal and external. Skilled at building customer loyalty, effective multi-media campaigns and best in class creative teams.

PROFESSIONAL EXPERIENCE

AMF Media Group

Director of Creative Services 2010-2012

Strategic and creative leader for full-service marketing and communications firm. Specific responsibility for integrated marketing plans including advertising and media placement, internal communications, corporate videos, website development, marketing collateral and event production.

Clients range from technology to healthcare to consumer packaged goods and include HP, Alameda County Medical Center, Kaiser and Jamba Juice.

• Spearheaded branding initiatives and website development for companies including start-up financial services and construction companies.

• Developed creative campaign to reposition and change the brand perception of county medical provider across all media, including online, print, outdoor and events.

• Led the creative development of myhealthpledge.com, Jamba Juice’s new website to promote healthy living and initiatives to help fight childhood obesity.

• Concepted event themes, décor and engaging video presentations for corporate meetings.

• Hands-on with day to day activities to produce compelling content for employee engagement websites: business performance updates, seasonal campaigns and special events.

MACY’S INC., West Division, San Francisco, CA

Vice President, Campaign Development, New Media & Broadcast 2006-2009

Challenged to increase revenue and market share for a $6 billion company with 259 locations throughout the thirteen Western states including Guam. Managed in-house advertising agency to develop branded integrated marketing communications (print, online, outdoor, and broadcast).

• Managed $6 million annual budget; worked with outside marketing agencies.

Supervised 17-person staff (creative talent and marketing specialists).

• Created campaign planning process for development of action plan, creative brief,

research; content development, project management and implementation.

• Facilitated communication strategy and action plan to support customer outreach; including coordination of 3rd party partnerships, corporate and community event sponsorships.

LaTonya S. Lawson PROFESSIONAL EXPERIENCE (CONTINUED) PAGE 2

• Built consensus among key stakeholders, to create and implement collaborative

marketing campaigns that aligned with company’s national brand strategy.

• Refocused advertising tactics to reach target audience with potential to increase sales.

• Overhauled print materials, unifying company image and improving graphic standards, messaging effectiveness and overall professional appearance.

• Led Western division to meet goals of increased credit cardholder/customer loyalty through compelling marketing communications that consistently delivered 10-26% customer response rate.

• Extensive experience writing and editing internal and external marketing communications of every description to support customer loyalty and acquisition, store services, promotions, events, cause marketing and community relations.

• Strategized and led execution of award-winning general market and diversity campaigns, including Macy’s “Turn over a New Leaf” sustainability/green practice campaign which garnered media exposure in 13 markets across California.

• Achieved brand exposure and incremental sales through new media, including email, flash banners, video podcasts, social media and mobile. Repurposed TV News Magazine segments for inclusion as podcasts in weekly email blasts, resulting in a spike in online sales and personal shopping appointments; generated a 15% departmental sales increase.

Director, Campaign Planning & New Media 2004-2006

Directed business-driving marketing/media strategies, new concepts and

visually-compelling communications to support internal business partners, campaigns,

events, sponsorships, affiliate programs, community relations and diversity initiatives.

• Led team of writers, editors and designers in creation of branded creative campaigns focused on customer loyalty and retention, product launches, gift-giving, diversity and

cause-related programs.

• Ensured brand compliance across all internal and external communications including development of corporate identity projects, style guides and templates, creative campaigns.

• Spearheaded design of RAC award-winning 70-project Passport HIV/AIDS

Awareness Fashion Show Fundraiser.

• Implemented email campaigns that delivered 25% increase in coupon redemption.

• Earned national and regional awards for campaigns and process improvements.

Creative Director, New Media 1998-2004

Directed 11-person creative/production team in the development and execution

of print collateral, web, email and special projects.

• Assembled and managed 31-person creative team responsible for the

successful launch of Macy’s first-ever e-commerce website.

• Spearheaded creative strategy and development of Outdoor Media,

E-Mail and Online Marketing, and all Brand Development projects

including style guides, templates, gift cards, shopping bags.

LaTonya S. Lawson PROFESSIONAL EXPERIENCE (CONTINUED) PAGE 3

Executive Copy Director, Direct Mail 1993-1998

Guided 10-person copy team to create compelling, effective, accurate, error-free

ad copy for myriad of revenue-generating direct mail communications and catalogs.

Copywriter, Copy Director 1986-1993

Created effective selling copy for an extensive range of fashion and home

products in daily newspapers, weekly catalogs, circulars, and direct mail communications.

EDUCATION

Bachelor of Arts, Mass Communications, California State University, Hayward

PROFESSIONAL DEVELOPMENT

UC Extension Courses (Copywriting, Copyediting, PR) University of California, Berkeley

Dale Carnegie Course “Public Speaking Mastery”

Corporate Executive Leadership Institute program graduate

PROFESSIONAL ASSOCIATIONS

California Diversity Council

Retail Advertising and Marketing Association

Board Member, East Bay Agency for Children

RECOGNITION & AWARDS

Regional Awards for Mentorship; Leadership in Multicultural Marketing; various campaigns.

Corporate Awards for Credit Division of the Year, 2004 and 2006

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