Director Public Relations Brand Marketing in NYC Resume Eileen McMaster

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Director Public Relations Brand Marketing in NYC Resume Eileen McMaster Powered By Docstoc
					                                            EILEEN T. McMASTER
                      North Babylon, NY 11703 • (516) 510-4072 •



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                                                   CORE COMPETENCIES

        Global Brand Development                Strategic Marketing & Analysis            Public Relations & Media Outreach
          Strategic Partnerships                       Team Leadership                   Leading Communications Campaigns
     High-Profile Event Management              Digital/Social Media Marketing             Developing New Revenue Sources

                                               PROFESSIONAL EXPERIENCE

Direct Brands (New York, NY) | Director, Corporte Strategy and Public Relations | 2011—Present
         Spearhead communications and strategic partnerships for the largest network of direct-to-consumer book, DVD and
         music clubs in the country, comprising 20 clubs and over 8 million members
         Lead all public relations efforts for the organization including developing brand positioning plans and
         recommendations, composing press releases and serving as corporate spokesperson
         Manage alternative revenue businesses, ranging from sampling to promotional inserts, generating over $1.3 million
         Create partner programs, overseeing the whole cycle from pitch to program management
         Select accomplishments include:
             o Head the rebranding campaign during growth and acquisition phase; oversee logo development and
                  refinement of USP/mission ensuring one voice/vision internally and externally
             o Lead digital marketing and media efforts for the launch of, a major new commercial platform
                  enabling consumers to set up virtual bookshelves and share those recommendations with their social
                  network; one of a few key executives charged with developing site, logo and brand characteristics
             o     Forged the company’s first successful partnerships with Sports Illustrated for Kids and TV Guide, leveraging
                   each other’s user bases to create new revenue opportunities

Nutrition Master (North Babylon, NY) | Founder and President | 2009—2011
        Built and managed a successful health and wellness practice, developing personalized fitness programs for executives
        Led all marketing and communications efforts to drive business growth, including consumer outreach, brand
        development, digital marketing and social media
        Select accomplishments include:
             o Triggered dramatic transformations in the lives of clients through healthy eating and exercise programs,
                 leading to an endemic double-digit growth in clientele through word of mouth
             o     Selected to publish nutrition articles in Allure Experts, a monthly newsletter for a select-member reader list
             o     Developed the practice’s entire brand identity, including logo, tagline, collateral, social media and corporate

Anne Klein (New York, NY) | 2000—2008
Vice President, Corporate Communications | 2003—2008
          Led brand strategy, corporate identity, marketing, advertising, creative and product placement for a global $1.8 billion
          fashion brand
          Select accomplishments included:

                                            Eileen T. McMaster Resume, Page 1 of 2
                                            EILEEN T. McMASTER
                      North Babylon, NY 11703 • (516) 510-4072 •

             o    Conceptualized and executed communications campaigns (and served as brand spokesperson) that generated
                  successful media placements in outlets such as The New York Times, The Wall Street Journal, Vogue, Elle, Harper’s
                  Bazaar, WWD, Tatler and Time Magazine
             o    Served on the executive committee tasked with identifying and hiring a creative director for the new Anne
                  Klein Designer Collection
             o    Collaborated closely with the brand’s chief designer Isabel Toledo, translating her vision into marketing,
                  advertising, branding and merchandising and serving as her main liaison with senior management and retail
             o    Ensured the evolution of brand positioning (in the absence of a lead designer) after the company’s acquisition
                  by The Jones Group, maintaining its position as a top 10 designer lifestyle brand; secured a new model
                  spokesperson and integrated Anne Klein’s signature as a key identifiable brand hallmark
             o    Executed Fashion Week runway shows to promote new collections, managing all aspects of show including
                  communications, production, venue selection and media relations
             o    Created a charitable partnership with Estée Lauder and The Breast Cancer Research Foundation to honor the
                  company’s founder, Anne Klein

Director of Marketing | 2002—2003
          Managed global marketing strategies for the Anne Klein and Kasper brands; directed various programs from special
          events to store openings
          Select accomplishments included:
              o Significantly reduced advertising and creative overhead through aggressive media rate negotiations and
                   requiring licensing partners to shoulder the cost of marketing collateral
              o Hand-picked by CEO to lead the grand opening of the flagship New York retail store during the height of
                   Fashion Week, generating over $1.2 million in sales within the first six months of operation

Marketing Manager | 2000—2002
        Developed and implemented marketing strategies for Anne Klein and Anne Klein 2 product lines
        Select accomplishments included:
            o Streamlined corporate identity and created branding standards at the point of sale to create for the first time
                 ever a unified global brand aesthetic for Anne Klein

Miller Brand Development (New York, NY) | Marketing Manager | 1999—2000
        Created and executed promotional programs and special events for the clients of a marketing and brand consultancy
        Select accomplishments included:
            o Developed all branding, marketing and sales collateral for the launch of retail store concept for Simmons
                 Mattress Company; collaborated closely with company owner and senior management

Prior professional experience includes sales and marketing positions with major brands such as Tommy Hilfiger USA,
Glamour, Family Circle, Vanity Fair and HBO

                                            EDUCATION + CERTIFICATIONS

Fashion Institute of Technology (New York, NY) | BS in Marketing
Institute for Integrative Nutrition (New York, NY) | Certified Holistic Health Counselor
Balanced Body University (New York, NY) | Certified Pilates Instructor

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Description: Eileen McMaster is a Senior-Level Marketing and Communications Professional.