kristen wells

Hired to analyze and report information regarding search engine marketing and websites to create more effective marketing campaigns and performed industry research directly tied to supporting a growing inside sales team. Managed and maintained marketing budget of nearly $500,000 for search engine and traditional marketing expenses. Increased traffic to the RV America Web Services website by 21% through direct mail and e-mail advertising efforts. Worked directly with the Director of Marketing and General Manager to increase brand awareness through writing effective content for sales collateral, press releases, website copy, email campaigns, internal training materials, and power point presentations.

Created and wrote on-air promotional copy for the promotional liners and live contest/client mentions as well as write, edit and issue approved station press releases. Maintained and monitored appointed areas of the promotions budget for two radio stations. Created and updated station newsletters and other station correspondence to be virtually distributed to subscribed listeners.

Participated in media outreach for Fairmount Park Conservancy web site launch event; placements garnered from media outreach resulted in a total of more than five million impressions.

Promotion resulted in increased responsibility in the areas of ethnic marketing and account service in addition to maintaining public relations responsibilities. Develop ethnic marketing strategy and excute plans in the Richmond and Tidewater markets to support and engage the African-American consumer market. Manage relationships with all area media partners and negotiate added value opportunities for new product support and local support of national McDonald’s initiatives on behalf of the client. Identify, evaluate and execute sponsorship opportunities throughout the market to increase brand affinity and promote McDonald’s as a responsible and valuable community partner. Lead and execute event activations that are engaging and provided positive brand interaction for consumers, both targeted and general market.

Established creative and innovative ideas for campaign reward sessions to create camaraderie and cohesion among voluteers, which resulted in the achievement of the $700,000 campaign goal. Handled logistics and served as point of contact for more than 30 vendors and 200 volunteers.

In addition to fulfulling the day-to-day responsibilities in local market (role of Senior Account Executive), the role of East Division Communications Managers includes but is not limited to the following: Oversee strategy relating to markets in McDonald's East Division Moroch PR markets, Provide support Senior Communications Specialists in the East Division. Develop and maintain solid working relationships with national, divisional and regional corporation leaders. Work to troubleshoot local team and client issues for the Communications team members. Assist in new business pitches and staffing structure for new markets. Own concentrated areas of expertise (i.e. social media, public affairs, pillar expertise, media relations). Serve as Subject Matter Expert for budget management and research sourcing.

Activities and Societies: Delta Sigma Theta Sorority, Incorporated

Activities and Societies: Public Relations Student Society of America, Delta Sigma Theta Sorority Incorporated