I am searching for a senior level marketing position with a growth oriented company in the real estate development or construction industry
Regina Marston
24447 Whitaker Way
Murrieta, CA
SUMMARY: Over 20 years experience driving strategy and execution of all brand building and demand generation activities, including all brand communication, advertising, direct and online marketing, distribution marketing and research. Experienced in creating and managing innovative strategic sales and marketing programs for B2B and consumer products and services with a consistent record of meeting sales goals while reaching effective ROI. Armed with a keen intellectual capacity and entrepreneurial spirit. I am focused on assessing challenges, finding solutions, engaging team members and thinking outside the box to find new ways to bring products to market. Always energetic, enthusiastic, and committed to success - an over-achiever
10/2006 – present
ideation marketing, inc.
Principal
Murrieta, CA
• Manage a marketing consulting firm devoted to marketing master planned developments and resort destinations in California, Arizona, Nevada, Idaho and Florida
• Hire and manage outside resources to facilitate small and large-scale master-planned, mixed-use projects
• Act as an in-house marketing director for development companies – interfacing with all members of the development team to ensure the project is properly positioned in the marketplace
• Provide marketing management services for developers to include oversight of outside vendors, market research companies, advertising agencies, merchandisers, etc.
• Act as a full-service advertising and marketing agency for clients – providing all creative and production services as needed to fulfill marketing campaigns
• Manage charette activities for land planning, product segmentation, product design, amenities and programming
• Perform market research, analyze and manage market research, hire and manage creative resources, welcome center architects and merchandisers
• Lead development team on all marketing related aspects of project including competitive audits, SWOT analysis and interaction with all marketing related consultants
• Develop and implement comprehensive marketing budgets and manage budgets to ensure maximum cost efficiency
• Act as new business development director and strategic marketing consultant for clients
• Create and manage builder land sales programs and implement programs to maximum revenue
• Manage the Strategic Options Summit workshop program for new home builders and developers
2005 – 2006
Sr. Account Supervisor
Roni Hicks & Associates
San Diego, CA
• Directed and managed the marketing and advertising programs for twelve large-scale, master-planned communities in California, Florida, Georgia, North Carolina, Arizona and Colorado built by San Diego based Newland Communities.
• Communities ranged from 650 to 2,700 acres with 300 to 5,000 potential units including primary and secondary/vacation homes, single and multi-family units, active adult components and mixed-use retail/commercial village centers.
• Prepared and managed multiple marketing and advertising budgets in excess of $2 million.
• Member of the strategic planning and development charette team for new community start-ups.
• Responsible for driving strategy and execution of all brand building and demand generation activities, including all brand communication including advertising, direct and online marketing, distribution marketing and research.
• Led the development of significant new marketing channels based on the understanding of all target markets
• Acted a customer expert and advocate, using research and sales data to analyze customer segments enhancing the effectiveness of end user marketing programs.
• Incorporated the voice of the customer into the recommendations for new product and service features.
• Provided expertise and contributed to the strategic development and creative execution of marketing programs.
• Analyzed market research to determine the target markets and recommended product and amenities offerings as well as builder partners.
• Led envisioning process; prepare team-visioning exercises and compile information integral to development of community position.
• Assisted in the formulation of community cornerstones and writing of the community stories to ensure all disciplines are working cohesively in the development of the community.
• Directed marketing workshops to ensure clients are aware of the latest techniques in sales and marketing, research, Internet, merchandising and broker programs.
• Facilitated training of account staff in e-marketing campaigns.
• Managed staff of two account coordinators and two account managers.
• Led account management team in strategic marketing planning and implementation.
• Worked closely with web developers to maintain SEO and SEM for all community websites
• Developed and managed high profile e-marketing campaigns using Web 2.0 logistics
• Developed social networking e-campaigns for all clients
2004 – 2005
Director of Marketing
Lake Nona Land Company, LLC
Orlando, FL
• Directed the marketing activities for Lake Nona Golf & Country Club, a nationally recognized golf course and country club community in Orlando, FL with a potential of 1,000 upper tier homes.
• Directed the marketing activities for Lake Nona, a 7,000-acre development of regional impact to include 4,000 residential units as well as retail, commercial and industrial centers.
• Acted as builder liaison with local and national builder partners including Morrison Homes, Leavitt Homes, Park Square Homes, Kinco and Cambridge Homes.
• Played an integral part of the strategic planning team in the visioning and branding of Lake Nona through direction of market research and visioning exercises.
• Developed and implement a comprehensive marketing strategy for an off-site marketing program to the Northeast and to the European market.
• Conducted extensive competitive marketing analysis and research to determine product, pricing, and marketing strategies.
• Developed and managed multiple budgets – from $150,000 to $3.5 million to promote a wide variety of product offerings and utilizing a diverse selection of media outlets.
• Maintained a tight rein on marketing budget expenditures through the effective management of outside resources as well as agency relationships to ensure increased traffic while decreasing cost per lead.
• Re-designed website and created a comprehensive internet strategy for maximizing qualified internet leads – maximizing SEO and utilizing Web 2.0 logistics
• Designed and developed a state-of-the art interactive and video centric information center to market the entire region and its participating builders.
• Established consistent, clear product messaging within overall company vision and direction to ensure positive differentiation across competitive landscape and across all channels of distribution.
1998 to 2004
Owner/President
Brown Bag Marketing, Inc.
Longwood, FL
• Directed the successful operation of a small, fast-paced marketing and advertising agency specializing in real estate marketing.
• Created and implemented award winning advertising, marketing, and public relations campaigns for a variety of clients.
• Managed a staff of three employees and coordinates vendors and outside resources to meet client needs.
• Acted as creative director and copywriter for print, radio and TV ads, billboards, direct mail campaigns, websites and video productions.
1997 to 2001
Director of Marketing
Lowe Enterprises, Inc.
Los Angeles, CA/Palm Coast, FL
• Directed the marketing activities for the nationally recognized real estate development company in Grand Haven, Ocean Hammock, and Centex Homes in Palm Coast, FL.
• Developed and implemented a comprehensive marketing strategy for off-site marketing program to the Northeast.
• Coordinated HUD registration and out-of-state real estate sales registrations for various states in the Northeast, Midwest and West
• Analyzed and conducted competitive marketing analysis and research to determine product, pricing, and marketing strategies.
• Developed and managed multiple budgets – from $250,000 to $2.5 million.
• Minimized budget expenditures through the creation of an in-house graphics department – increasing traffic while decreasing cost per lead.
• Substantially increased sales over previous years for all projects.
• Directed the creative and production teams and wrote copy for print ads, direct mail campaigns, brochures, billboards, websites and displays.
• Coordinated and implemented grand opening events and the opening of the Grand Haven and Ocean Hammock golf courses.
1995 to 1997
Manager, Marketing & Communications
Blue Cross & Blue Shield of Maryland
Baltimore, MD
• Analyzed competition and performed market research to develop and manage comprehensive communications and promotions plans for small group, individual, Medicare and Medi-gap plans.
• Created and implemented the first HCFA approved Medicare HMO cooperative marketing program to market the Medicare HMO product
• Developed and managed a $7.5 million marketing and advertising budget.
• Directed the creative and production of all advertising, sales collateral materials, direct mail, radio and television campaigns, promotional items and event displays.
• Developed and implemented budget and traffic system that reduced overall printed materials expenses by 10%.
Education: BS, Magna cum Laude, Communications, University of Florida Gainesville, FL
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