Creative Director
Shana Coulthurst ?
Skills
Social Media Management
Content Creation
Wordpress
CRM Software
Google Sketchup
Microsoft Office Suite
Adobe Photoshop
Copywriting
Copy Editing
Wix
HTML
MailChimp
Event Planning
Chief Architect
AutoCAD
Meticulously Organized
Photo Filtre
Google Suite
Communication
Graphic Design
Administrative
Marketing
Branding
VIP
Business Analysis
Team Leadership
Presentations
Project Management
Budget Management
Technology
Creative Direction
Lilypad
65WPM
Training
A/B Testing
Proficient Creative Brand Marketer & Project Manager
Versatile, results-driven professional with 15+ years of comprehensive experience developing exceptional relationships with clients, peers, and senior leadership to provide sustainable business solutions. Superb project leadership abilities and personnel management skills with strong expertise in the branding and marketing sector. Proven problem solving and analytical thinking skills, with a fast learning curve, and the ability to adapt to evolving industry trends. A dedicated professional with the drive and diverse skill-set to excel in a fast-paced leadership role enhancing a company’s ability to capture profitable markets.
Professional Experience
Creative Director Big Top Brewing Company
May 2017 – Oct 2018 Orlando, FL Head of creative leading strategic vision, new business development, and department growth and development. Analyzed and compiled metrics and analytics to ensure the best mix of marketing programs for ROI. Monitored SEO/digital analytics with 3rd party analytics. Developed and managed our multichannel communication activities and partners and marketing plans and budgets. Focus on leading strategic digital experience design: digital, social media, PR, classic media/print, tradeshows, and events. Collaborating with and providing a creative vision for new product concepts, competitive analysis, project strategy, and PR and marketing initiatives.
Key Achievements: ? Maintained existing and developed new market profile target lists to acquire accounts across 5 distributor territories within the Central Florida Region spanning 6,000+ square miles. ? Planned and executed on-premise marketing events, and trainings, designed to grow both client and brewery sales, increasing the value of the relationship for both parties. ? Increased sales closing rate from 55% to 87% by providing reports and execution status of monthly business objectives to distributor reps and following up to verify closing completed. ? Increased “static” account list from on average 20 to on average 35 at any given time by going the extra mile to execute product quality control to endure account and end customer received the best product. ? Grew social engagement of current customers and grew new customer numbers by 80% and 35% respectively. ? Drove digital transformation of our marketing and sales approach. Implemented CRM and established lead management to drive sales growth. Generated passive sales by ideating sales tool that allowed accounts to order at any time, thus reducing the need for as many sales calls.
CAD Designer JC Drafting and Design, Inc.
Aug 2005 – July 2009 / Feb 2015 – May 2017 Sarasota, FL Design and drafting work involving: Remodels, Renovations, and Custom home designs. Client management. Administrative and executive assistant duties. Marketing design and budget management.
Key Achievements: ? Identified, ideated, and drove the development of supplemental creative assets and tools needed to effectively communicate the brand message: website, logo, brochures, press releases, blogs, newsletters, presentations, email blasts, social media content, media video and direct mailings.
------------
------------
Celebration, FL
? Slashed marketing costs by 28% by conducting market and platform research and analyzing
competitors’ services and clients’ needs to creative a more efficient/productive marketing plan.
Brand Manager Team Enterprises Rep. Bacardi USA
Oct 2009 – Feb 2011 / July 2014 – Feb 2015 Orlando, FL
Highly creative and hyper-collaborative team player who led event-driven campaigns, drew out the best 360
thinking and oversaw top-notch execution in environmental design and creative production. Mentored and
actively led the best work while cultivating & honing the creative talent. Responsible for Market Execution,
Account Management and Client/Consumer Engagement.
Key Achievements:
? Recruit, hire, train and develop team of 30+ Brand Ambassadors/Event Marketers.
? Managed a budget effectively and staffed local events.
? Managed office, with responsibilities including accounts payable, receivables, budgeting for
supplies and equipment, new employee orientations, client invoicing, payroll preparation and
timesheet approval.
? Created analytical reports for executive review and campaign optimization.
Brand Manager Mosaic
April 2011 – July 2014 Asheville, NC / Orlando, FL
o Walmart GO Program (Contract Position)
Recruited, trained, and managed a team of 6 brand ambassadors. Organized, set up, & hosted Walmart
GO events in a territory: NC, SC, TN, & GA.
Key Achievements:
? Saved 40% of training budget by doing a little extra research and negotiation.
? Recruited and maintained staff employment among all staff I brought onto the program,
which was over half of the team members.
o XBOX One Launch (Contract Position)
Became a trusted liaison between the Authorized provider and the company to determine ways to improve
the experience for the customer. Examine, Inspect and Identify areas of opportunity during Store Visits and
Assessment and suggest corrective actions in addition to provide in-store technical training to drive
performance and sales improvements.
Key Achievements:
? Responsible for working directly with the retailers and carriers in the marketplace to ensure
training and event compliance: Performed in-store merchandising across 100’s of product
SKUs, conducted consumer-facing activities, gathered market and competitive insights.
Group Sales and Marketing Manager Vision One Hospitality Consultants
Oct 2009 – Dec 2012 Orlando, FL
Client development, managed key relationships, identified new target markets, trends, and sales product
with the goal of meeting/exceeding revenue goals. Prepared and presented effective proposals, maintaining
well-organized documentation and reports; Assisted the DOS in the direction and coordination of all sales
activities. Developed business partnerships within hotel portfolio regions by utilizing outbound cold calling
to generate leads, direct marketing materials, and attending networking events. Created brochures, website
content, newsletters, email blasts, direct mailings, and proposals.
Key Achievements:
? Met & exceeded sales goals primarily in the SMERF market as well as small groups of all market
segments. Brought in $90K in revenue in my first 90 days.
? Increased repeat customer accounts by 27%.
Education
Bachelor of Science Event Management Focus: Business
University of Central Florida - Rosen College of Hospitality Management Orlando, FL
Shana Coulthurst ?
Skills
Social Media Management
Content Creation
Wordpress
CRM Software
Google Sketchup
Microsoft Office Suite
Adobe Photoshop
Copywriting
Copy Editing
Wix
HTML
MailChimp
Event Planning
Chief Architect
AutoCAD
Meticulously Organized
Photo Filtre
Google Suite
Communication
Graphic Design
Administrative
Marketing
Branding
VIP
Business Analysis
Team Leadership
Presentations
Project Management
Budget Management
Technology
Creative Direction
Lilypad
65WPM
Training
A/B Testing
Proficient Creative Brand Marketer & Project Manager
Versatile, results-driven professional with 15+ years of comprehensive experience developing exceptional relationships with clients, peers, and senior leadership to provide sustainable business solutions. Superb project leadership abilities and personnel management skills with strong expertise in the branding and marketing sector. Proven problem solving and analytical thinking skills, with a fast learning curve, and the ability to adapt to evolving industry trends. A dedicated professional with the drive and diverse skill-set to excel in a fast-paced leadership role enhancing a company’s ability to capture profitable markets.
Professional Experience
Creative Director Big Top Brewing Company
May 2017 – Oct 2018 Orlando, FL Head of creative leading strategic vision, new business development, and department growth and development. Analyzed and compiled metrics and analytics to ensure the best mix of marketing programs for ROI. Monitored SEO/digital analytics with 3rd party analytics. Developed and managed our multichannel communication activities and partners and marketing plans and budgets. Focus on leading strategic digital experience design: digital, social media, PR, classic media/print, tradeshows, and events. Collaborating with and providing a creative vision for new product concepts, competitive analysis, project strategy, and PR and marketing initiatives.
Key Achievements: ? Maintained existing and developed new market profile target lists to acquire accounts across 5 distributor territories within the Central Florida Region spanning 6,000+ square miles. ? Planned and executed on-premise marketing events, and trainings, designed to grow both client and brewery sales, increasing the value of the relationship for both parties. ? Increased sales closing rate from 55% to 87% by providing reports and execution status of monthly business objectives to distributor reps and following up to verify closing completed. ? Increased “static” account list from on average 20 to on average 35 at any given time by going the extra mile to execute product quality control to endure account and end customer received the best product. ? Grew social engagement of current customers and grew new customer numbers by 80% and 35% respectively. ? Drove digital transformation of our marketing and sales approach. Implemented CRM and established lead management to drive sales growth. Generated passive sales by ideating sales tool that allowed accounts to order at any time, thus reducing the need for as many sales calls.
CAD Designer JC Drafting and Design, Inc.
Aug 2005 – July 2009 / Feb 2015 – May 2017 Sarasota, FL Design and drafting work involving: Remodels, Renovations, and Custom home designs. Client management. Administrative and executive assistant duties. Marketing design and budget management.
Key Achievements: ? Identified, ideated, and drove the development of supplemental creative assets and tools needed to effectively communicate the brand message: website, logo, brochures, press releases, blogs, newsletters, presentations, email blasts, social media content, media video and direct mailings.
------------
------------
Celebration, FL
? Slashed marketing costs by 28% by conducting market and platform research and analyzing
competitors’ services and clients’ needs to creative a more efficient/productive marketing plan.
Brand Manager Team Enterprises Rep. Bacardi USA
Oct 2009 – Feb 2011 / July 2014 – Feb 2015 Orlando, FL
Highly creative and hyper-collaborative team player who led event-driven campaigns, drew out the best 360
thinking and oversaw top-notch execution in environmental design and creative production. Mentored and
actively led the best work while cultivating & honing the creative talent. Responsible for Market Execution,
Account Management and Client/Consumer Engagement.
Key Achievements:
? Recruit, hire, train and develop team of 30+ Brand Ambassadors/Event Marketers.
? Managed a budget effectively and staffed local events.
? Managed office, with responsibilities including accounts payable, receivables, budgeting for
supplies and equipment, new employee orientations, client invoicing, payroll preparation and
timesheet approval.
? Created analytical reports for executive review and campaign optimization.
Brand Manager Mosaic
April 2011 – July 2014 Asheville, NC / Orlando, FL
o Walmart GO Program (Contract Position)
Recruited, trained, and managed a team of 6 brand ambassadors. Organized, set up, & hosted Walmart
GO events in a territory: NC, SC, TN, & GA.
Key Achievements:
? Saved 40% of training budget by doing a little extra research and negotiation.
? Recruited and maintained staff employment among all staff I brought onto the program,
which was over half of the team members.
o XBOX One Launch (Contract Position)
Became a trusted liaison between the Authorized provider and the company to determine ways to improve
the experience for the customer. Examine, Inspect and Identify areas of opportunity during Store Visits and
Assessment and suggest corrective actions in addition to provide in-store technical training to drive
performance and sales improvements.
Key Achievements:
? Responsible for working directly with the retailers and carriers in the marketplace to ensure
training and event compliance: Performed in-store merchandising across 100’s of product
SKUs, conducted consumer-facing activities, gathered market and competitive insights.
Group Sales and Marketing Manager Vision One Hospitality Consultants
Oct 2009 – Dec 2012 Orlando, FL
Client development, managed key relationships, identified new target markets, trends, and sales product
with the goal of meeting/exceeding revenue goals. Prepared and presented effective proposals, maintaining
well-organized documentation and reports; Assisted the DOS in the direction and coordination of all sales
activities. Developed business partnerships within hotel portfolio regions by utilizing outbound cold calling
to generate leads, direct marketing materials, and attending networking events. Created brochures, website
content, newsletters, email blasts, direct mailings, and proposals.
Key Achievements:
? Met & exceeded sales goals primarily in the SMERF market as well as small groups of all market
segments. Brought in $90K in revenue in my first 90 days.
? Increased repeat customer accounts by 27%.
Education
Bachelor of Science Event Management Focus: Business
University of Central Florida - Rosen College of Hospitality Management Orlando, FL