susan macnicol - resume

Susan MacNicol2609 Barrington Drive, Aurora, IL 60503

(630) 456-0827; [email protected]

Strategic Marketing and Sales / Corporate Recruiting and TrainingDynamic, results-driven manager with a progressive record developing and implementing marketing, recruiting, training and sales strategies in several non-profit and commercial industries, including: Higher Education, Internet, Media, Television, Retail.

Managed high-profile accounts; Drove business growth via integrated B2B and B2C campaigns across district, regional and national clients and corporate divisions; Established new departments and processes at several organizations

MBA and International experience in Europe and the Middle East; Creative and critical thinker who understands the “big-picture” and exploits industry trends and market insights to increase revenue streams and build partnerships and client relations

Exceptional communicator with clients, vendors, candidates, agencies, C-level, business partners and cross-functional teams

Areas of ExpertiseBrand Positioning B2B & B2C Strategic Marketing

Recruiting; Job FairsBusiness Development National Account and Campaign Management National

TrainingClient Relations Strategic Partnerships, National Promotions Recruitment

MarketingIntegrated Advertising Creative Campaigns Operations

Employment History & AccomplishmentsRecruiting/Recruitment Marketing Chamberlain College of Nursing/DeVry Education Group, IL

Developed, documented and communicated processes for a new recruiting function supporting 19 college campuses across the U.S.

Recruited and hired more than 400 Professors for 9 campuses nationwide Established relationships with campus Presidents, Deans and Faculty Chairs Collaborated with national marketing team and recruiting agency to implement effective

recruitment advertising campaigns; represented the company by recruiting at several national conferences

Created new national program to increase candidate referrals resulting in 10-60% increases across campuses

Special Corporate Projects included: Served on committee to re-launch corporate leadership development center and developed corporate communications (May, 2013 – present)

President/Consultant Strategic & Creative Marketing Inc., IL Established a company to deliver marketing/communications, national training and recruiting solutions for clients; Business Development, Client Relations, Small Business Management (2001 – Present)

- Marketing/Communications Clients : Experian, Peacock Packaging, Nielsen, OfficeMax, Charter Communications, Adelphia Cable Company, Columbia College Chicago, MFM Association, BCCA Association, Time Warner Cable, Ericsson, United Artists/Regal Theatres

Susan MacNicol Page | 1

- Marketing/Communications Projects: Developed and implemented social media, B2B and B2C campaigns, national conferences, media buys, direct mail, print ads, radio and TV spots, collateral; Created new positioning strategies, conducted market research, developed tactics and sales incentive programs, trained 5,000 sales reps and sales leaders nationally; managed advertising and PR agencies and staff - Recruiting Clients: Sears Holdings, OfficeMax, Johnson & Johnson - Recruiting and Recruitment Marketing Projects: Recruited staff and management; Developed national recruitment marketing campaigns, employee referral programs, job fairs in 12 U.S. cities

Selected Projects: Experian - Developed strategic and tactical marketing plans and timelines for 2013;

Implemented national Ebay promotion; Managed ad agency to create 2013 national, annual ad campaigns for Experian Automotive, and digital product “AutoCheck;” Wrote/produced sales materials and strategic messaging for company and products for online and print; managed production of trade show marketing for international auto event, including booth, copy/graphics, sales materials and video

Peacock Engineering – Managed agency to revise company web site; Wrote/produced sales materials including ads, sales collateral

OfficeMax (Corporate) – Crafted recruitment marketing and communications campaign to hire 1,000 staff members for new corporate headquarters; negotiated contracts with online job sites; developed corporate recruitment brochure and employee referral program; Produced first-ever "job fair" event at corporate to recruit regional staff

Sears (Corporate) - Developed recruitment advertising strategy and job fairs to recruit 1,400 employees at 14 new retail stores in 12 U.S. cities

Adelphia Cable - Produced and implemented a consumer promotion and companywide CSR sales incentive program for 300 cable systems nationwide. Trained more than 900 CSRs in the U.S. and Puerto Rico. Sales increased by 21% in the first three months

Senior Director, Sales & Marketing H.S.A. – High Speed Access Corp., CO (Promoted from Director)

Established a new department Transformed market research into integrated marketing strategies and tactics that resulted in

a 56% increase in unaided awareness and increased sales of high speed Internet and DSL services to cable systems from 3 million to 6.6 million

Hired and directed ad agency activity to develop comprehensive marketing campaign strategy and tactics (trade ads, trade shows, video, print collateral

Managed staff and market research and advertising agencies, plus budgets to $1m (1999 – 2001)

Sales & Marketing Manager/ National Trainer STARZ! Encore, CO (Promoted from National Account manager)

Formulated and executed new product launches for 17 national technology accounts - $70m revenue; served as client liaison for regional and national accounts

Developed B2B and B2C marketing for satellite TV and alternative technologies Developed national sales incentive programs for telemarketers including events, trips and

weekly prizes Trained 3,000 sales reps, supervisors and managers at national call centers Results: Increased television channel sales by 25 - 102% (1996 – 1999)

International Manager, Events & Promotions Orbit Satellite TV, Rome, Italy

Developed trade show strategy, marketing and publicity for the Middle East Supervised staff and promotion/exhibition companies at international trade shows in Dubai,

UAE (Contract - 1996)


Product Manager/Business Development LIVE Entertainment (Lion’s Gate), CA

Managed home entertainment, retail channel Planned and implemented strategic marketing campaigns to launch consumer products and

increase sales via national retailers Target, WalMart, Kmart Managed pricing, packaging, budgets, trade and consumer advertising, plus agencies and staff Negotiated national promotions with Hasbro, JC Penney, Hearst, Viacom that generated $10

million in free media Seasonal product line increased sales by 1.5 million units, or 102% (1995)

Director of Marketing, Publicity The Samuel Goldwyn Company, CA

Established a new department and managed marketing, affiliate relations and publicity for all TV product

Developed and implemented industry and consumer marketing and sales campaigns involving collateral, national and local advertising, publicity and promotions with budgets to $5 million

Conducted national publicity tours; Negotiated national sponsorship with LA Gear and JC Penney

Result - 25-75% increase in Nielsen ratings –May sweeps (1993 – 1994)

Marketing Manager Sony Pictures Entertainment, CA (Promoted Twice)

Managed creative advertising, promotions, client relations for Columbia TriStar Television Distribution and Columbia Pictures

Served as client contact for 220 TV stations nationally; Launched new film and TV products Created consumer and trade marketing strategy and tactical implementation, including print,

billboard, in-theatre, TV and radio advertising Developed national sales campaigns and materials for syndicated off-network and first-run TV

programs Managed budgets of $2 million; negotiated national promotions with Skilcraft and General Mills

(1989 – 1993)

Other Employment:Adjunct Faculty Columbia College Chicago, IL Taught Entrepreneurship course to junior and senior level BA students; assisted in the development of this new course, including curriculum, projects, grading scale; mentored students as they established and initiated operations for a new, small business during the course (2011)

Education MBA - Pepperdine University, Malibu, CABA - Marketing Communications, Columbia College, Chicago, IL (graduated with honors)Leadership Training Program – Sponsored by DeVry Education to attend a 6-month program - 2015

Associations/VolunteerJunior Achievement InstructorFor grades K-5; 2006 – present; taught financial literacy, 5-week curriculum to children in school district

Superintendent’s Advisory CommitteeGifted Programs, School District #308; 2009 and 2014; selected to participate on special advisory committees with educators and administrators to revise gifted/honors programs in the 11th largest district in Illinois

Board of Directors/Treasurer Financial Straight Talk Foundation; 2012 – 2015; developed programs to deliver financial literacy training for high school students; guide the business development plans for the foundation


Board of Directors/ Secretary, PresidentP-TAG 308 – Partners for Talented and Gifted Education; advocate for Gifted Education; work with administrators at 11th largest K-12 district in Illinois (SD 308); create and host district events; develop communications plans, recruit volunteers, provide venues for communication between district admin and the community in 17,000-student district

Judge for State CompetitionBPA – Business Professionals of America – Served as judge for State competition; 2014, 2015

Fundraiser - National EventFeed My Starving Children - Served as fundraiser for annual black tie event; developed business partners and secured donations from local and regional businesses
