Download Integrated Marketing, Communications and Public Relations

CHRISTINA MOTLEY
210 Calibre Chase Drive #107 ■ Raleigh, NC 27609
919-208-0963 ■ [email protected]
www.linkedin.com/in/christinamotley
Integrated Marketing, Communications and Public Relations Manager
Marketing Communications
Media Relations & Public Relations
Events/Trade Shows Planning
Market Research & Marketing Analytics
Marketing Automation & Process Improvement
Digital/Online Marketing & Social Media
New Business Development
Messaging & Content Writing
Branding, Crisis & Reputation Management
Traditional/Outbound Marketing
§ Data-driven, creative, and award-winning marketing, communications and public relations leader with a 20-year
corporate and agency background showcased by generating breakthrough results for companies.
§ Diverse experience ranges from higher education, healthcare, economic development, government, public/private
partnerships to entrepreneurial and venture capital backed startups to nonprofits, B2C and B2C.
§ Background with Fortune 500’s includes Aetna, Advance Auto Parts, BB&T, HSBC, Johnson & Johnson, P&G, Waste
Management and WebMD.
§ History of success as a content strategist, writer/journalist, editor, and social media message development
across all traditional and digital, on- and offline marketing, communications and public relations materials/campaigns.
§ Track record in publishing hundreds of local, regional, national and international articles and driving media
coverage for clients, including CMO Council, AP, Forbes, The New York Times, Boston Globe, WSJ, Good Housekeeping,
NPR, ABC, NBC, CBS and other on-line and offline, digital and traditional media channels.
§ Excel at fostering trusting relationships with the media and growth-focused collaboration with key audiences,
as well as leading and mentoring internal and external multidisciplinary teams, outside vendors and agencies.
§ Winner of nearly 300 awards for leadership, creativity, writing, content and results from integrated marketing
and PR campaigns, including the Southern Economic Development Council, American Advertising Association, Public
Relations Society of America, Graphic Design USA, and National Federal of Press Women.
Professional Experience
Marketing Consultant – Present
Marketing, PR & Communications - Christina Motley, LLC ■ Raleigh, NC ■ 2013 – 2016; Roanoke, Virginia ■ 2008-2010
Generate dynamic marketing, communications, public relations and business outcomes for B2B, B2C, startup, VC-backed and
diverse clients in various industries. Managed 10 direct reports and outside vendors. Full P&L oversight and management of new
business development, content, strategy and daily operations.
§ Conducted multiple comprehensive marketing and content audits, as well as developed short- and long-term
integrated marketing/PR plans for clients, including MedaTech Parma U.S. (Dara BioSciences, Inc.), Community
Affordable Housing Corp. (CAHEC), International Society of Thrombosis and Homeostasis, Inc., Piedmont Access to
Healthcare Services, Virginia Tech Library Systems, Phoenix Integration, Vitech Corp. and others.
§ Drove new business development of >$100k year one through innovative branding, targeted marketing, awardwinning PR and creative communications campaigns across all digital and traditional channels.
§ Increased website traffic 16% in 6 months for a law firm and earned $25K+ media coverage (1½ pages/ + cover
teaser) in Triangle Business Journal for $9B nonprofit tax syndicator.
§ Grew business 400% in one year through helping a CPA implement an integrated, strategic marketing plan.
§ Drove $1M sale for client by providing LinkedIn coaching and brought in 56 new clients in less than 3 months for a
medical spa by launching social media campaign and developing digital footprint.
§ Positioned brand, secured $50k in funding for agile startup company by creating effective messaging, targeted
digital marketing, PR and social media strategies.
§ Helped develop social media/online footprint for the Research Triangle Regional Partnership; Created multi-year social
media strategy for Triangle Air Awareness (public/private partnership between NC Department of Environment and
National Resources of Air Quality and RTRP)
§ Increased website traffic 400% for professional service client through a blog in less than 4 months.
§ Grew revenues 15% for IT firm as project manager for 30+ clients within one year.
§ Spearheaded high-impact content marketing strategies and tactics for Informatica (formerly StrikeIron), a
Software as a Service (SaaS) company that won the Cloud Computing Company of the Year Award in 2012, as well as
enterprise and SMB solutions, including Tom Tom.
Senior Account Manager – VisionPoint Media, Inc. (VisionPoint Marketing) ■ Raleigh, NC ■ 2011
Contracted by digital higher education marketing agency to serve as strategic team leader, content developer, project manager
and customer relationship manager (CRM) for largest accounts, driving new business development efforts, supporting outside
sales, and responding to RFPs. Managed two interns and outside vendors.
Christina Motley – Page | 2
919-208-0963 ■ [email protected]
§ Built online social media footprint, increasing Klout score 94%, Facebook likes 47%, and targeted followers by
100% for Boston College in 5 months by launching social media strategy and content for Carroll School of Management.
§ Developed marketing plan and allocated $800K across digital and traditional marketing channels for maximum ROI
for agency’s largest client (Poole College of Management Jenkins MBA program at North Carolina State University).
§ Marketed and increased awareness of agency through media/PR pitches, blogs, case studies and events. Wrote $1.2M
RFP and developed both new and repeat business sales.
§ Established consistent key messaging for all digital and traditional, agency and client content. Implemented new internal
style guide, social media policy and digital community guidelines for agency.
Interim Director of Marketing & Public Relations – Danville Regional Foundation ■ Danville, VA ■ 2010-2011
Worked with CEO and Board leadership to reverse negative reputation of an organization focused on economic revitalization of
the region with a $200M endowment and highly controversial public/social change issues.
§ Developed and led all digital and traditional, internal and external marketing, communications and PR strategies, including
identification of policy change and emerging public issues.
§ Provided strategic counsel to CEO, Board of Directors and foundation’s grantees; Built relationships with media earning
international coverage; Managed outside vendors.
§ Created brand positioning, key messaging, content, PR strategy and 5-year integrated strategic marketing plan with
qualitative and quantitative metrics. Developed foundation’s annual report, on- and offline, digital and traditional publications.
§ Managed special events, including groundbreaking ceremonies, open houses, speakers series, and community health fairs.
Doubled capacity of speaker series to maximum capacity of 550 reservations. Secured Dan Heath (author of New
York Times bestseller Switch) as keynote speaker.
§ Increased brand awareness and website traffic by overhauling strategy, content, and design. Earned positive media
coverage in local and regional outlets and created social media footprint across all platforms.
Product Marketing Manager / Partner Marketing Manager – Datatel, Inc. (Ellucian) ■ Fairfax, VA ■ 2007 – 2008
Hired by provider of higher education SaaS and ERP consulting firm to lead marketing strategies for 3 core products
(Advancement/Fundraising, Finance and HR), as well as 7 revenue-generating affiliate partners, including SchoolDude.
§ Drove $3M+ product revenue stream through blended approach of on- and offline, digital and traditional marketing
efforts. Key contributor to Gartner Leadership Quadrant Award.
§ Captured 71% client commitment/sales adoption to 21 new accounts within 18 months of creating and
implementing strategic marketing plan of new product launch.
§ Generated 500 leads after devising new business-oriented media methodology, increasing ROI on $300K+ ad spend.
Corporate Communications Manager – Advance Auto Parts Headquarters ■ Roanoke, VA ■ 2005 – 2007
Created Internal Communications Department and drove all internal online and offline, bilingual communications (e.g. C-level
communications, Internet, Intranet, television, email, call center, events, investor/analyst relations, PR, crisis communications
and publications) for Fortune 500 company with 43,000+ global employees and 3,000 international retail stores.
§ Led communications initiatives to help achieve retail sales goals, increase employee engagement and improve
productivity. Created processes to meet communications needs across functional areas.
§ Provided strategies to executive leadership team and all internal divisions, including HR, corporate responsibility/ethics,
logistics, merchandising, operations and organizational development.
§ Raised $750K+ in matching employee donations within 12 months of managing communication of crisis response
campaign to assist team members affected by Hurricanes Katrina, Rita and Wilma.
§ Set company record by raising $1M for United Way and boosted Employee Assistance Program usage 3%.
§ Expanded readership 40% (based on internal employee survey) after redesigning quarterly employee magazine and enewsletter. Devised new communication and bilingual (Spanish) tools to drive employee engagement.
§ Delivered strategies and tactics for 3,000th retail store opening. Key contributor to annual store manager conference
of 3,000+ attendees.
Vice President of Marketing & Public Relations – The O’Connor Group ■ Roanoke, VA ■ 2003 – 2005
President & Chief Executive Officer – Serendipity Communications ■ Blacksburg/Christiansburg, VA ■ 1992 – 2003
Founded, directed, and sold Serendipity Communications, a full-service, integrated marketing/PR/communications agency to
The O’Connor Group. Clients included Virginia Tech, Carilion Healthcare Systems, Montgomery and Roanoke Counties, Town of
Blacksburg, Electro-Tec/Kaydon Co., BB&T and Phoenix Integration. Managed 15 direct reports.
§ Grew Serendipity Communications with intent to sell. Agency won “Best Local Agency in Southwest Virginia Award”
and “Roanoke Regional Chamber Small Business of the Year Award” for two consecutive years.
§ Oversaw new business development, media/ad and PR divisions, growing revenues 30% year-over-year for
Serendipity Communications. Did same and steered transition efforts after merger with The O’Connor Group to create highperformance, transparent culture.
Christina Motley – Page | 3
919-208-0963 ■ [email protected]
§ Increased sales 27% and fund-raising gifts 131% for clients through multifaceted, mixed media, award-winning
campaigns.
§ Delivered 178% and $35K ROI in < three months for clients. Earned international media coverage from 67 outlets, 21
countries, and 13 states for Virginia Tobacco Commission.
Additional Experience
Public Speaker – Various organizations, including American Marketing Association Public Relations Society, Digital Marketing
for Business Annual Conference, State Farm Annual Business Conference and others
Instructor –ASPE, Inc. – Digital and Social media, Content Development; Guest lecturer for NCSU, SKEMA and NC State
Community Colleges – Social media, Integrated Marketing, Content Development, Business Planning; Adjunct Faculty, Virginia
Tech Advanced Media Writing
VP Marketing, Communications and Public Relations – American Marketing Association Triangle Chapter
Public Relations Manager / Editor – National Business College & Education Systems Corp. (16 campuses, 3 states)
Staff Writer & News Editor – Radford University
Journalist / Staff Writer & Editorial Assistant – Roanoke Times New River Valley Current
Graphic Designer – Fairfax Journal
Education
St. Louis University, John B. Cook Business School, St. Louis, MO
Executive Certificate, Internet & Digital Marketing
Virginia Tech, Blacksburg, VA
B.A., Communication Studies (Journalism & English)
Adjunct Faculty (Communications Department)
Leadership Roanoke – Roanoke Regional Chamber of Commerce