Resume

Cheryl Wilson Marketing        September 2014 – Current
Helping associations and small businesses communicate more effectively.
Owner

  • Assist during marketing and communications staff transitions, extended leaves or gaps in expertise
  • Develop association-wide marketing plans and communications calendars
  • Write content for print publications, newsletters, collateral, e-mails, website and press releases
  • Edit articles, collateral, white papers, e-mails, website content, scripts and e-newsletters
  • Promote products, services and events to members and customers
  • Develop and/or execute a social media strategy
  • Recommend initiatives, strategies and tactics based on strategic plan goals and market research
  • Create project work plans and identify ways to streamline existing projects, events or processes
  • Coach staff on how to succeed: delegation, budgeting, goal setting/performance feedback, being accountable, thinking strategically

American Student Dental Association        January 2011 – September 2014
The American Student Dental Association is a national student-run organization that protects and advances the rights, interests and welfare of dental students.
Director, Marketing and Communications

  • Drive external communications-related projects including membership recruitment and engagement campaigns, exhibit sales and sponsorship collateral, three national events and other initiatives based on ASDA’s Strategic Plan; received a 2013 ASAE Gold Circle Award honorable mention for “Event Marketing Campaign” tied to the National Leadership Conference marketing efforts planned and executed, developed marketing strategies and implemented tactics that resulted in record high attendance at every national event since joining ASDA staff in 2011, nearly doubled the number of applicants each year for national awards and leadership positions
  • Provide strategic direction to and copy edit ASDA’s print publications; redefined departments to better align with member needs
  • Provide strategic direction to and copy edit ASDA’s e-publications; increased average open rates in monthly e-newsletters by 10 percent during first 18 months, redesigned templates and content to better align with member interests
  • Manage and develop content for national website, social media (Facebook, YouTube and Flickr) and two national meeting mobile apps; increased website page views by 13 percent and unique visits by 18 percent three months after redesigning homepage layout and enhancing SEO, increased Facebook fans by 300 percent since 2011 (started with 5k in January 2011, at 43,162 in July 2014)
  • Coordinate and develop videos, including initial concept, script development, production and post-production
  • Manage hiring and oversight of communications department staff; created electronic editor volunteer position to balance workload for junior staff with evolving needs for blog: resulted in a 30-hour time reduction per year from staff freeing up time for more strategic projects
  • Develop and manage communications budget of $260k, contribute to development of overall association budget of $3 million
  • Coordinate staff training sessions and present on project management, time management and resolving conflict while serving as the Employee Enrichment Task Force chair

SmithBucklin Corporation                            April 2006 – January 2011
SmithBucklin is the world’s largest association management and professional services company. It provides full-service association management and outsourcing services to 320 trade associations, professional societies, technology user groups, corporations and government institutes/agencies.
Marketing & Communications Manager  

  • Developed and implemented event, member acquisition and member retention marketing plans, including delegation of project roles, management of budgets (ranging from $10k to $1 million) and supervision of performance to ensure quality and success for five clients
  • Created content for client collateral, websites, e-newsletters, print publications and media releases
  • Developed and implemented social media strategic plans for multiple clients, provided training on how to use tools and monitor success of campaigns
  • Directed website design and branding efforts, content development
  • Served on three transition teams that on boarded clients; launched three client websites between 2007-2011
  • Managed three marketing associates and one extern, continuously provided professional development to junior staff
  • Assisted in hiring process and on boarding of four new marketing staff
  • Founded the SmithBucklin chapter of Toastmasters International
  • Identified opportunities for growth in sponsorship and exhibit sales revenue via enhanced promotions including print and electronic campaigns

Sigma Chi Fraternity Intl. Headquarters       July 2005 – February 2006
Sigma Chi is an international fraternity with 239 undergraduate chapters and 132 alumni chapters.
Public Relations and Marketing Coordinator                                          

  • Edited The Magazine of Sigma Chi, a quarterly, 55,000 circulation publication
  • Created new department for The Magazine of Sigma Chi based on Character-in-Action award, outlined award criteria
  • Managed relationships with vendors, student magazine contributors and chapter leaders
  • Developed promotional collateral for leadership consultants to distribute at chapter visits

Zevro Consumer Housewares Company     June 2004 – July 2005
Zevro launched its cornerstone product, the Indispensable® Dispenser, in 2003 to retailers and consumers in the U.S. and European markets. Zevro’s products are recognized worldwide for their unique features including portion control, food preservation and space saving design.
Marketing Coordinator          

  • Pitched products to Oprah’s “O Magazine” and received coverage in her “favorite things” section in 2005, product included in 20 other consumer-based publications
  • Developed company style and brand guidelines
  • Coordinated product marketing and new product launches, including print advertising and direct mail campaigns, created retailer-based promotions
  • Managed relationships with outsourced public relations firm, web developer and merchandise package designer

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