michelle kaplan

Clients: Lazzi World (Resort, Travel & Tourism Group in Retained by AdServing Italia in Florence Italy to develop an online proposal and social media communication strategy for Lazzi World. Evaluated and assessed Lazzi World's sales and marketing objectives, website, SEO strategy, and online communication initiatives. Compiled and analyzed market research relevant to the travel and tourism industry with a focus on international social media usage and consumption pertaining to travel behavior. Reviewed website redesign proposal and provided recommendations to enhance consumer experience based on industry best practices. Generated and proposed social media engagement strategies and tactics, providing guidance for strategy implementation and performance measurement. ;

Clients: Verizon, Coca-Cola, L'Oreal, Cartoon Network, Fox Fostered high-level client relationships to develop solid understanding of clients' strategic brand objectives. Ensured synergy of strategic and tactical deliverables by carefully managing creative and technical development of client initiatives from inception through deployment. Operated in close alignment with planning, creative and account management teams to prepare and manage SOWs. Conducted continuous project budget monitoring and tracking, contingency planning, refinement and adjustment of resources and timelines. Led external and internal post-project performance evaluations. Recommended and established multiple cross -organizational workflow guidelines and procedures to facilitate efficient communication between account leadership, finance, creative and technology departments. Sourced and secured internal and external resources and vendors where applicable to meet client needs. ;

Established and lead a 10-person workflow management department responsible for determining and implementing agency-wide workflow processes to support the execution of multi-media creative initiatives. Assessed and analyzed existing department workflows in the agency to identify inefficiencies in process. Proposed staffing and procedural changes to streamline and enhance internal and external activities and communications. Routinely performed ongoing evaluations of new procedures to assess the efficiency of the workflow and ensure agency objectives were being met and executed as outlined. ;

Successfully managed the planning and execution of the worldwide creative development, production and execution of all communication efforts for the global car launch of the XKR model in 2006 and the XF model launch in 2007. Managed all worldwide print, broadcast and digital advertising activity for Jaguar. Reviewed creative directives to ensure strategic synthesis with global communication objectives. Built strong relationships with client and agency stake-holders in NY and London. Managed creative resource allocation of NY & London EURO RSCG offices to meet creative deliverables for the Jaguar business. Engaged with international 3Rd party creative and production vendors to develop and manage project timelines and production schedules to meet creative initiatives . Worked cooperatively with the agency's global creative, client service and production department heads to implement workflows and procedures across multiple EURO offices to support the creative development and execution of global campaigns. ;

Managed the TV, radio and print advertising efforts for the national launch of a new department within South Africa's largest retail clothing chain. Developed and implemented fully integrated retail marketing and in-store campaigns. Worked cooperatively with direct marketing companies to develop customer acquisition and retention programs. ;

Account Supervisor Client: Investec Private Bank Integral member of team responsible for conceptualizing and implementing a strategic media and award-winning creative campaign for Investec's Private Banking division that positioned Investec as South Africa's premier private banking institution. Translated international marketing strategy for Investec Private Bank (Ltd) into national communication opportunities. Developed media and creative strategies for 16 financial portfolios aimed at increasing the growth and profitability of each division to build the equity of the Investec brand. Performed monthly, quarterly and annual budget allocation and analysis of media and creative budget. ;