Frances McElroy

Grassroots was acquired by Curaleaf in 2020.

- Manage strategic activation for the portfolio of Diageo brands in Illinois, with Chicago as key market - Plan how Diageo brands will execute on a hyper-local level to drive awareness, trial and sales - Lead contact for multiple stakeholders: event organizers, national and local Diageo clients, distributor partners, activation agencies, and more - Execute the planning, data intake, analysis and building of the forecasted cost/ROI for all events and execution - Oversee logistical efforts of experiences - from inventory and asset management to activation experience - Oversee the activation agency to ensure all deliverables are met - Keep a master event calendar that drives logistical details - Ensure all events meet brand standards - Lead post-event recap and analysis process for Illinois

- Implementing initiatives that support Diageo’s brands in the On Premise to increase brand awareness and drive consumer trial in On Premise - Developing and executing on-premise specific programs in strategically important image accounts - Leverage brand assets across the on-premise channel - Establishing brand presence at key social occasions that impact the On Premise/Nightlife

- Creating and implementing marketing strategies: including producing social media content and strategy, marketing campaigns, and experiential marketing-oriented events, resulting in media coverage, increased social media engagement, and increased venue sales on target dates - Leading management team as project manager in conceptualizing and executing experiential events for exposure and revenue goals, establishing and maintaining relationships with external vendors - Lead/participate in various sales/marketing efforts

- Strategy and execution of PR outreach campaign for exhibitions, specialty events, public programs, and more resulting in widespread coverage in print, digital, and broadcast media - Assist Vice President of External Relations with planning of major specialty events, including guest experience, branding, sponsorship and donations, PR outreach and coverage, event signage, event logistics, stage management and programming, and event staffing - Production of press releases, media alerts, monthly e-newsletter text, press kit assembly, and coordinating social media strategy and outreach with Web/Social Media team - Process and project manage media inquiries regarding museum collections and archives - Manage film crew for media interviews and TV segments

⋅ Planning and execution of local PR outreach campaign including press gathering and local blogger coverage of new museum exhibition ⋅ Production of press releases, media alerts, monthly e-newsletter text, press kit assembly ⋅ Process and respond to media inquiries regarding museum collections and archives ⋅ Assist with coordinating media interviews and location shoots ⋅ Produce video content for museum promotion ⋅ Assist with administrative duties of the Marketing/PR department

⋅ Created marketing strategies for photographer Marc Hauser and independent short film ⋅ Assisted with social media marketing, wrote web content for two Fig blogs ⋅ Performed marketing team duties such as pricing research, analysis of client statistical research, and creative industry networking assignments ⋅ Assisted in daily office support such as data entry, calendar of events maintenance, email blasts, running errands, taking meeting notes, answering questions for potential clients

Relevant Coursework Journalism Writing, Writing for Electronic Media, Graphic Design, Statistics in Communication Research, Communication and Media Technologies, Media Research and Analysis, Interpersonal Communication, Timed-Based Visual Arts, Mass Media and Modern Pop Culture