Strategic, Innovative, Results-Driven Marketing and Communications Leader

My LinkedIn profile is at www.linkedin.com/in/dawncrowe, but below is my full resume. Feel free to send me a note and we can talk about how my talents can be used to help your business.

Dawn Crowe, MBA

dcrowe7@juno.com | Alexandria, VA

SUMMARY

Expertise in creating and adapting strategic initiatives during rapidly changing circumstances and launching major initiatives. Known for inspiring and collaborating with team members to achieve shared goals. Highly skilled in crafting positioning statements, storytelling, and branding of events and products. With highly developed business acumen, excels at integrating innovative technology and best practices throughout the organization to maximize financial efficiencies and opportunities for growth.

EXPERIENCE 

ASIS International
Member organization that provides up-to-the-minute resources on resiliency and response planning, mitigating new threats, and business continuity for security professionals on the front lines across the globe.   

Director, Marketing | Jan. 2019 to May 2020

Amid extensive organizational changes, I spearheaded innovative, strategic initiatives to increase attendance and sales for a live and virtual event that generated 50+% of the organization’s revenue. Developed a $700,000 budget. Was a key member of a leadership group that identified shared goals, new target audiences, and program development to build a sustainable business model for our largest revenue driver.

Accomplishments:

  • Led a rapid shift in messaging during the pandemic crisis, resulting in overwhelmingly positive feedback.
  • Saw an 11.7% increase in expo-only attendees and a 3% increase in overall attendees.
  • Implemented a new content marketing campaign resulting in 200-300% higher engagement scores.
  • Led direction for branding of newly launched featured areas in the exhibit hall and the virtual conference.
  • Crafted new position and messaging statements, differentiating the brand in a crowded marketplace.
  • Published 75% more editorials than in previous years, positioning ASIS as a thought leader.
  • Optimized and implemented new strategies for print, voice, video, and digital tactics, and partnerships.
  • Introduced new multi-channel research analyses and measurements to inform strategy and messaging.

CSG Creative
Award-winning marketing and design agency partnering with associations to promote global events, grow membership, and re-imagine branding.

Director of Strategic Accounts | Jan. 2016 to Dec. 2018
Senior Account Executive | Nov. 2009 to Dec. 2016

Led marketing and communications strategies for existing non-profit client events and membership campaigns, as well as the launch of three new events using the following best practices:

  • Creation of comprehensive strategic marketing and communications plans and targeted messaging.
  • Interactive, engaging digital and print marketing tactics including SEO, content marketing, social media, geofencing, Google Ads, and retargeting campaigns.
  • Collaboration with media and stakeholder partners.
  • Detailed market research, measurement, and analyses of campaigns.

 Achievements:

  • A 100% increase in CSG’s social media followers and 12% increase in website traffic.
  • National Apartment Association: 123% increase in attendance.
  • International Dairy Foods Association: 61% increase in attendance.
  • American Association for Justice: 57% increase in attendance.
  • American Gear Manufacturers Association: 14% increase in registrations.
  • Food Processing Suppliers Association: 10% increase in buyer attendees.
  • International Sign Association: 10% increase in attendee registrations.

American Staffing Association (ASA)
Membership organization that represents and advocates for U.S. recruiters and staffing firms.

Director of Marketing |Mar. 2007 to Mar. 2009

Led strategy development, pricing, promotions, and design for products, programs, and events. Assisted membership team in recruitment and retention strategies and supervised marketing staff.

Achievements:

  • Improved branding across the organization, integrating editorial, PR, and marketing messages.
  • Instituted a system of source code tracking.

Community Associations Institute (CAI)
Member organization supporting and advocating for individuals involved in managing communities and HOAs.

Director of Marketing | Jan. 2002 to Feb. 2007
Marketing Manager | Sept. 2000 to Dec. 2001

Leading contributor of brand development, market research, and strategic planning for all programs, products, events, and membership, resulting in double-digit growth in all areas, and triple-digit growth of online revenue and website visits. Key member and leader of task forces responsible for developing a new business model.

Masterpiece Fund
Faith-based charity committed to bestowing grants to 501(c)(3) organizations that give aid to people, animals, and environmental causes throughout the world. www.masterpiecefund.org

Founder | May 2013 to Present

I developed and continue to pay for and update the website and blog, and post notices on social media to build awareness and solicit donations.

Graduate School

Full-time Graduate Student and Internships | 1998 to 2000

While earning my MBA, I worked as the Marketing and Communications Director at the University of Delaware Fred Rust Ice Rink for the ACHA National Hockey Championship tournament.

In addition, I also held an internship with Comcast Spectacor assisting executives in the newly created Flyer’s Skate Zone division with launching new ice rink facilities, creating new group programs, and writing collateral to promote the programs available at the rinks.

Cleveland Lumberjacks Hockey Team
Professional ice hockey team in the International Hockey League.

Assistant Game Operations Director/ Ticket Executive | Apr. 1995 to May. 1998

Was a key member of the game operations team, implementing and designing promotional activities for corporate partners and special events. Scheduled staff on game days and supervised game operations. Contacted prospects to convert to season ticket holders.

Achievements:

  • Created new group programs, resulting in a 130% increase in revenue.
  • Brainstormed and implemented innovative promotions that increased attendance and drove traffic to our corporate partners.
  • Organized and supervised a post-game concert each season while decreasing the costs and increasing attendance.

EDUCATION

Master of Business Administration            University of Delaware, Newark, DE
Bachelor of Science in Biology                   Roanoke College, Salem, VA


AWARDS

IAEE Art of the Show:
ISA Sign Expo 2018-2019 Conference Brochure in the Attendance Promotion Brochure
PROCESS EXPO 2018-2019 Campaign in the Attendance Promotion Campaign
PROCESS EXPO 2018-2019 Print Advertisements in the Print Advertising Campaign
Winner, ISA Sign Expo 2017 Attendance Promotion Campaign
Winner, PROCESS EXPO 2017 Show Promotion Website
Honorable Mention, ISA Sign Expo 2016 Attendance Poster
First Place, International Dairy Show 2011 Attendance Promotion Brochure

American Graphic Design Awards:
2018 ISA International Sign Expo “Registration is Open” E-Card
2018 ISA International Sign Expo Conference Brochure
2018 ISA International Sign Expo Print Ad
2018 ISA International Sign Expo Website
2017 ISA International Sign Expo Augmented Reality Postcard
2017 ISA International Sign Expo Let’s Get Graphic Advertising Campaign
2010 American Association for Justice Annual Conference Ad
2013 National Apartment Association Conference Brochure
2013 Dairy Show Lenticular Postcard
2010 Center for Environmental Innovation Leadership Website

American Marketing Association Marketing Madness Awards:
Membership Retention Campaign—2006 Finalist

Society of National Association Publications (SNAP) Awards:
Convention Publications, Convention Marketing Campaign—2003 and 2008 Gold Award

American Society of Association Executives Gold Circle Awards:
Product/Service Marketing (Single Collateral)—2001 Winner

PROFESSIONAL AFFILIATIONS

American Marketing Association
MarketingProfs
American Society of Association Executives (ASAE)
International Association of Exhibitions and Events (IAEE)

SPECIAL INTERESTS

The Nature Conservancy: Member
The National Parks Conservation Association (NPCA): Member
ASPCA, Humane Society, Living Beyond Breast Cancer, YMCA: Annual supporter

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s