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MICHAEL COOK Marketing - Branding - Communications

Professional Summary:

Passionate and fiercely driven marketing leader with a history of creating original campaigns that engage customers and enhance sales portfolios. Designed and executed innovative marketing, communications and public relations plans for numerous brand identities.

Highly creative with a commitment to the culture and heritage of a brand. Strong ability to engage customers and staff, appeal to new markets and refine the customer experience to boost loyalty and profits on a global scale.

PROFESSIONAL EXPERIENCE:

AMERICAN COLLEGE OF EDUCATION

Marketing Manager

2016-Present

Responsibilities include strategic planning, developing, designing, analyzing, and reporting on key marketing campaigns; coordinating campaign related activities; and supporting marketing initiatives through reporting, report analysis, and data flows to drive improved results for direct and online marketing and communications for expansion and growth.

  • Direct all events (online and offline commencement, field, faculty, open houses, philanthropic) in accordance with brand standards, while meeting all related department goals
  • Develop, maintain, and manage marketing calendar for all American College of Education marketing projects
  • Implement and monitor brand use guidelines, both internally and externally
  • Oversee and manage all freelance design projects for ACE while maintaining budget and timelines
  • Maintain and strengthen relationships with selected agencies, printers, and freelance design teams
  • Proactively monitor all marketing metrics for respective channel and provides analysis of marketing campaigns and recommendations for enhancing effectiveness
  • Manage the content strategy to support launches of American College of Education programs, including communications plans and content across all channels

Indiana Donor Network

Marketing and Community Relations Manager

2016

  • Responsible for oversight of the Community Relations department’s strategic and marketing agendas. Ensured that the resources and actions of the department were effective and aligned with the organization’s mission, vision, goals and regulatory compliance.
  • Managed IndyCar sponsorship for the historic 100th running of the Indianapolis 500 resulting in $2.4 million in earned media and 1.4 billion impressions
  • Lead numerous ad campaigns on digital and traditional marketing channels
  • Educated Hoosiers across Indiana about the importance of organ, tissue and eye donation by utilizing Community Relations staff and on-site marketing activations at local sporting, educational and community events
  • Managed digital display, radio, television and print advertising assets

Stonegate Mortgage Corporation (NYSE: SGM)

AVP, Marketing and Corporate Communications

2013 – 2015

• Oversee and manage all research and execution of successful re-branding initiative

• Research and develop engaging content marketing campaigns to promote business expansion through successful IPO

• Manage corporate sponsorship agreements with NFL and NBA partners

• Assist in the development and approval of the corporate marketing plan while building channel-specific marketing plans for sales team

• Manage relationships and oversee projects with contracted PR, advertising, media, event travel and entertainment agencies

• Continuously measure campaign results while focusing on improvement

• Increased social media followers by 435% through organic generation

• Conceive, implement, analyze and improve digital and traditional marketing efforts to increase growth and ROI

• Develop and execute internal and external corporate communications and announcements

• Manage various marketing initiatives including direct mail, digital display, radio, mobile and online lead aggregators for sales team

• Work closely with the compliance and legal departments to ensure all programs are implemented within regulatory standards

MS Companies

Director of Marketing

2010 – 2013

• Communicated business services and brand to internal and external customers through social media, email, digital, print and broadcast

• Gained insight into customers' needs through surveys, focus groups, interviews and analytics

• Developed, managed and enhanced online training courses resulting in 37% increase in employee retention

• Analyzed and measured social media analytics to drive effective sales decisions

• Increased leads and quality applicants via cross-channel marketing initiatives and Facebook ad campaigns

• Managed vendor relationships while ensuring projects came in within budget

National Precast Concrete Association

Marketing and Communications Editor

2007 – 2010

• Developed news and feature articles and videos

• Served as editor of Precast Solutions magazine, PrecastSolutions.org, ThePrecastShow.org and Precast.org

• Implemented and managed social media channels for corporate accounts, each publication, website and biannual conference

• Initiated and monitored social media campaigns, provided and analyzed comprehensive site analytics

• Managed vendors and contracts for numerous video productions

• Produced and edited videos for streaming and traditional broadcast

• Managed freelance journalist pool for quarterly international trade publication while promoting the industry and membership

U.S. Navy

Mass Communications Specialist

2002 – 2007

• Conceived, developed and executed innovative, targeted media messages, story placement, radio and television promotion and coordination of special events worldwide

• Coordinated the development and implementation of the Distinguished Visitor program designed for high-profile diplomatic visits to $4.5B aircraft carrier

• Managed more than 160 visits while delivering a clear overview of the unit mission to more than 800 international leaders, media and diplomats

• Supervised 10 photographers and journalists and directed production of more than 120,000 photographic and video productions

• Produced and edited video newscasts including packages for national television broadcasts featured on CNN, ABC, FOX and NBC

• Generated public relations, advertising, promotional and special event campaigns to increase public awareness of unit mission

• Prepared crisis communication strategies while ensuring the use of unit-approved language in communicating with all audiences

• Acted as the POC representative for local, national and international news agencies

EDUCATION:

Ball State University - Muncie, IN - B.A., Mass Media -Telecommunications

Defense Information School - Ft. George G. Meade, MD - Public Affairs Specialist (Print), Public Affairs Specialist (Broadcast)

VOLUNTEER ROLES:

• Team Red, White and Blue - Indianapolis Chapter Captain

Operation Enduring Warrior - Community Athlete

TECHNICAL SKILLS:

• Adobe Creative Suite, Microsoft Office Suite, Final Cut Pro, Salesforce Marketing Cloud, Salesforce CRM, HootSuite, Buffer, Hubspot

CONTACT:

Let's grab a coffee and see how we can help each other! Reach out to me:

317.285.8549

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