I am applying for Director of Marketing position posted on Illinois Bone & Joint Institute’s career website. At your convenience, I’d appreciate the opportunity to discuss the position and my candidacy with your amazing company. I am confident that my previous success as a Vice President of Marketing at Florida’s most respected & largest orthopaedic groups, as well as my strong communication and collaboration skills, make me an ideal candidate for your marketing position. Thank you for your time and consideration. I look forward to speaking with you about this exciting opportunity with IBJI’s Team. Sincerely,
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WORK EXPERIENCE VICE PRESIDENT OF MARKETING JEWETT ORTHOPAEDIC CLINIC / Orlando / 2015- Present
•Developed creative strategy to rebrand & revitalized an 80-year-old practice with a more contemporary brand creating cross generational appeal & overall brand awareness. Created consistent company growth year after year resulting on average 32% annual growth YoY for the past 3 years. • Generated revenue increase in 2016 by 113.8% by optimizing budget allocation and improving conversion across multiple channels including: paid search, affiliate marketing, online reputation management plan and email marketing. While decreasing overall marketing budget by 53%. Ensuring effective control of marketing results and takes corrective action to guarantee that achievement of marketing objectives falls within designated budgets. • Designed & implemented a social media & online presence strategy that increased the company’s reach by 913%. • Developed comprehensive marketing, digital, & social media strategy and leveraged key benchmarking / real-time dashboard reporting tools in support of traditional media campaigns, increasing brand awareness, improving SEO, more importantly retention and re-engagement of patients/customers. • Leads the overall planning, impact and effective alignment of brand-related areas (brand positioning, brand values, brand messaging, brand communications and paid media) to drive an overall awareness, affinity and cohesive message. • Oversees and executes strategy on marketing initiatives that contribute prospect/patient engagement, content creation, lead generation, and database marketing. • Manage relationships with employee engagement, communication, public relations, external community partners, referring physicians, professional sports teams, schools, universities and special events/sponsorships. • Oversees and evaluates local market trends and developments and adjusts marketing to address competitive conditions.
WORK EXPERIENCE DIRECTOR OF MARKETING BAYBRIDGE IDEA GROUP / Florida / 2013- 2015 Accomplished, senior marketing professional with broad marketing experience, encompassing strategic planning, qualitative & quantitative research, interactive marketing, creative development, media planning & buying, database / direct marketing, public relations, sales promotion and visual merchandising, with the ability and skill set provide creative, innovative, enthusiastic and forwardthinking leadership in a team environment. Focused on achieving continuous, improvised business performance. Allan was the Director of Marketing for BAYBRIDGE IDEA GROUP located in Northwest Florida. B!G is full service marketing, public relations, media, graphic design & video production company. Some of B!G’s clients include Andrews Institute for Orthopaedics & Sports Medicine, The Travel Channel, AWKO Law, Red Bull USA, Southern Restaurant Group, NFL professional athletes, Baptist Healthcare, National Basketball League, Pensacola Blue Wahoos & many others. DIRECTOR OF MARKETING SOUTHERN RESTAURANT GROUP / Florida / 2010 – 2013
Manage corporate marketing and communications functions, overseeing 8 different restaurants & corporate brands. Direct brand management, PR, media relations, corporate positioning, product & restaurant launches, social media, advertising, sales collateral and marketing. • Developed and launched integrated, multi-channel print, catalogs, menus, web and direct marketing campaigns that propelled sales from $31M annually (2009) to $42M annually 2013 year-end. • Led market launch of new restaurant concept. Identified opportunities, researched new marketing possibilities, collaborated with restaurant team and created campaigns generating $11M in annual sales. • Created Web portal to transform previously archaic intranet into a dynamic website improving communication flow, events, optimization and adding an effective sales tool for restaurants.
• Wrote & designed catalogs, menus, posters, course guides websites and social media that enhanced the brand and helped them sell more effectively with more repeat customers. • Performed ongoing customer/market research and demographic profiling to identify and capitalize on unmet market needs ahead of the curve. • Directed design, development, testing and subsequent national rollout of new menu resulting in average transaction increase of more than 5% • Leveraged strengths in cost-effective marketing management strategies negotiations to end each year an average of 20% under budget (without compromising business growth)
DIRECTOR OF MARKETING FOUNDER / DIRECTOR OF MARKETING & BUSINESS DEVELOPMENT
Front of the House - Las Vegas & Florida 2010-2012
Front of the House LLC was founded by Keith English & myself to develop restaurant and service industry technology for PC, web, and mobile devices to better assist the hospitality industry with customer service, marketing, & emerging networks. F.O.H. goals are to continually develop cutting edge technology to streamline businesses with the rise of mobile commerce, social networks, & strategies that convert the new challenges into growth. My executive responsibilities include marketing, product management, and operational activities, with key contributions to sales, strategic marketing planning, and business development. • Provides direction on product design to team developers. Develop and implements strategies and programs utilizing a variety of online and offline marketing tactics. • Responsible for day to day marketing and public relations activities and supervision of staff. • Develop and maintain relationships with prospective and existing customers, partners, vendors, press and analysts.
• Manage and maintain corporate website, social media, customer support and e-commerce systems. • Successfully launched this consumer software product(s) within 6 months • Created and executed online and offline marketing programs that included search engine marketing, online advertising, affiliate programs, website content, social media, email marketing, online communities, press releases, trade shows, and print advertising. MARKETING / OPERATIONS / MANAGER
Great Southern Restaurant Group - Florida 2004 - 2010
Managed operations of three high volume restaurants (over $12M combined) and staff over 175 professionals. In charge of administration, sales, marketing, staffing, & cost control. Assisted Operations manager in developing new procedures and streamlining the systems for all three restaurants, including the organization of employees. Supervised dining rooms and provided continuous training to ensure high quality guest service. • Successfully managed 3 restaurants, increasing sales by 40 percent through quality food, efficient marketing, exceptional service, cost control, and repeat customers • Maintained expenses below budget through accurate planning, waste reduction, purchasing, and cost-effective operating procedures & also keep liquor cost at an average of 21 percent • Recruited, hired, supervised, scheduled, and motivated a staff of up to 70 front of the house employees • Established and managed social media presence on Twitter, Facebook, Google+, and other social platforms • Authored blog posts, articles, newsletters, press releases, and media advisories • Conducted onsite audits and provided page element recommendations to improve search engine visibility • Planned, developed, and implemented social marketing strategies to expand social audiences, increase engagement, and to support digital campaigns • Ranked the top social media site for the greater Pensacola area for 5 years in a row by In Magazine
COMMUNITY SERVICE Without community service, we would not have a strong quality of life. It’s important to the person who serves as well as the recipient. It’s the way in which we ourselves grow and develop. – Dorothy Height
BOARD OF DIRECTORS Make-A-Wish Central and Northern Florida
COMMITTEE MEMBER Orlando
Magic Advisory Board
BOARD MEMBER YMCA of Central Florida
Florida Citrus Sports
Habitat for Humanity
Big Brothers & Big Sisters