Michael Potter

• Develop and oversee $15+ million annual print advertising budget • Analyze performance of insert program to optimize, test, and ensure successful ROI & KPI metrics using Qlikview interface • Cultivate and maintain day-to-day relationships with 300+ media partners of varying sizes • Negotiate contracts/rates on an annual basis and handle all insertion orders • Set up weekly press orders to display the markets/newspapers/quantities that are scheduled to run for each ad • Prepare monthly buy logs for accounting to match up to invoices; provide support with any discrepancies • Manage circulation audits and invoice reconciliations with vendors (Blue Soho/Quad, Professional Media Management) to course-correct insert quantities • Design media plans and create necessary materials for grand openings and boat/tent events (inserts, ROP, radio, direct mail, billboards, press releases) • Research media opportunities in potential new markets, craft estimated ad spends • Communicate advertising programs both internally (Store Operations) and externally (Quad, Flipp) • Assist with the day-to-day management of SEM campaign -- create coupons, communicate with LocalIQ, and report on trends that routinely translate to $13+ million in annual sales

• Managed various aspects -- including graphic design, coding/layout, subject line development, coupon creation, and analytics/recommendations -- of email marketing campaigns to an audience of up to 5 million subscribers that resulted in annual sales exceeding $76 million • Operated company’s retail website by populating the product catalog, optimizing navigation, content creation, and providing feedback on third-party redesign efforts • Launched company’s social media platforms (Facebook/YouTube/Twitter) – took Facebook to over 150,000 followers with all organic growth during my time, worked with internal departments to develop protocols for various situations, and monitored customer feedback • Interacted with current & potential vendors (Quad, LocalIQ, Yelp, Yext) to develop relationships and learn of potential growth opportunities • Expanded coupon presence on external marketing sites (RetailMeNot.com, Coupons.com, Savings.com, Slickdeals.net) that led to annual sales over $1.7 million • Managed promotions/sweepstakes with outside partners (HelloWorld, Quikly, NHL/Reebok, Detroit Lions, Detroit Pistons, Detroit Red Wings, Detroit Tigers) to increase our reach to potential customers • Provided customer service through multiple channels, including social media, website, email, and telephone

• Developed and executed strategies that optimized presence in social media platforms, drew enthusiasts, hand raisers, customers and owners in a continuous dialogue to build a stronger brand connection • Integrated with internal business units (PR, Product Marketing Teams, Advertising, Legal) as well as outside partners in order to drive collaborative planning and optimization • Oversaw creative layout of social pages, working closely with agency teams from Big Fuel and Digitas • Generated relevant content (videos, stories, conversations, polling) and syndicated it across appropriate social platforms to improve engagement/efficiencies • Amplified advertising and promotional campaigns to help execute a well integrated marketing program • Leveraged social tools across traditional marketing initiatives (CRM, advertising, customer service, catalog, on-site promotions, websites, PR, dealer activities) • Intensified analytics of social efforts to generate faster actionable recommendations

• Maintained Pistons.com, DetroitShock.com, and Palacenet.com using multiple content management systems • Created social media channels for the Pistons and multiple performance teams, in addition to developing marketing strategies, scheduling & publishing content and moderating responses • Attended events and provided coverage for websites/social media, including editing & publishing videos • Proofread and edited stories, while developing web page infrastructure • Coordinated online chats with players, team personalities and fans using Cover It Live and ESPN Chat • Utilized Google Analytics and Omniture Site Catalyst to measure and analyze web traffic • Conducted weekly web meetings; worked with editorial staff to pitch content and promotional ideas • Compiled and disseminated e-newsletters utilizing Ticketmaster’s MailManager • Designed web graphics and compiled photo galleries • Recruited, supervised and trained department interns • Troubleshot and solved technical problems related to the websites

• Sports Information Director for Division I baseball, field hockey and men’s volleyball • Maintained BallStateSports.com with updated results, announcements, statistics and multimedia • Wrote and edited press releases, feature stories and media guides • Created layout and artwork for media guides, game programs, posters and brochures • Researched and compiled statistical records; conducted press conferences and interviews • Responsible for marketing, game day experience, promotions and atmosphere at athletics events • Scoreboard Operator, P.A. Announcer, Audio Director and Scorekeeper for numerous events • Served as ESPN SportsTicker’s Play-by-play Caller during all home football games • Communications Director for 2004 Mid-American Conference Field Hockey Championships

• Coordinated football suite and ticket sales initiatives for the newly-renovated Scheumann Stadium • Supervised three student workers during telemarketing and promotional efforts • Assisted in reassignment and distribution of parking passes for basketball and football ticket holders • Initiated price quotes and contract information for various sales items/events • Designed fliers and wrote letters for mailings to residents of the surrounding communities

• Assisted in production of daily episodes • Participated in skits for assorted live show segments • Served as liaison between “Late Show” and prospective writers • Reviewed and dubbed footage for video archives • Evaluated viewer mail for CBS Mailbag segment • Operated switchboard for Ed Sullivan Theater Office Building

• Sports Information Director for Division II women’s soccer • Assisted men’s ice hockey (D-1), men’s & women’s basketball and women’s volleyball (D-2) statistical crews • Designed media guides, wrote press releases and researched statistical records

• Wrote columns and news articles featuring campus and national events for a circulation of 10,000 • Planned weekly content and arranged the subject matter on dummy sheets • Managed staff writers and assistant sports editor • Proofread all articles for AP style, spelling, grammar, libel and concision