Portfolio

I am blessed to have worked in a variety of environments where I was able to create and implement marketing strategies, program new technology for efficiencies, update corporate branding and manage the execution of website design, literature, POS systems, advertising and much more! This portfolio gives you an idea of the types of companies I have worked with as well as a flavor for the work I have produced.


Work Experience
Cushman & Wakefield
April 2017 – Current
Position: Marketing Manager

IMPACT PROJECTS
Project: Top Deals Dashboard
Summary of Qualifcations - Victoria Richardson_Page_5.jpgLeveraged new technology (iPlanner) to create a Top Deals dashboard which provides up-to-date information and transparency between the activity of fee earners with marketing, accounting and executive management on new pursuits as well as identifying listings with large marketing budgets.

This dashboard gives real-time insight into large/important pursuits that the Phoenix office is actively working on, what stage the pursuit is in, which fee earner(s) are working on it, whether we lost or won as well as whether if it is a Strategic, Growth, Halo or important local client.

In effort to establish a proactive approach with fee earners who have listings with large marketing budgets, I collaborated with the VP, Operations/Designated Broker and our designated Accountant to capture new listings with commissions more than $250,000. Marketing is now able to proactively engage the fee earners and schedule kick-off meetings to discuss more advanced marketing ideas and create an overarching strategy for the project.

Project: The Carney BookSummary of Qualifcations - Victoria Richardson_Page_6.jpg
Challenge
The Managing Principal, Bryon Carney, needed a deliverable that would allow him to quickly and easily access, interpret and create a strategic plan around the corporate organic growth initiative. This solution should include all 50 Strategic and Growth accounts and highlight existing local relationships, market share, cross-selling opportunities as well as potential commission and revenue.

Solution
Collaborated with the Managing Principals Executive Administrator, research and marketing to leverage GCS, CoStar and local asset management to create an interactive PDF. This document included a click-able table of contents for each growth and strategic account which lead the user to an abundance of information including: a heat map of the clients U.S. locations, client profile with existing relationships, service line breakdown and potential commission/revenue, leasing and Property Management detail, local and national trends, client contact information, number of buildings, SF managed, local and national landlord representation and the corporate client summary.

Results
The interactive PDF was showcased by our Managing Principal at the national summit in 2018 and received high accolades from the America’s executive management team.

  • Identified $100B in potential commission in Brokerage
  • Identified $6.5M in potential cross-selling revenue for Property Management
  • Identified potential cross-selling and recruiting opportunities

Project: Shared Services Open House 

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2019 was a big retention year for the Phoenix office as we had approximately 60 fee earners from the legacy Cassidy Turley firm come out of contract at the end of 2018. In effort to create “stickiness” with them, I aggregated information for 13 internal shared services and leveraged my team to brand the event, promote the open house and successfully display what the local Cushman & Wakefield team and overall platform offers. We had a great turn out and the event resulted in numerous meetings to jump-start additional projects!

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Pebble Technology International
May 2014 – April 2017
Positions: Marketing Consultant & Marketing Communications Manager

Completed a comprehensive rebrand for corporate identity and product platforms; managed updates of all marketing collateral and assets to ensure consistency.

Partnered with the Director of Marketing to lead the strategy and launch for the new website (pebbletec.com) and product re-organization.

Collaborated with a cross-functional team that initiated, organized, tested and launched the company’s first pool finish in over 10 years. Created the go-to-market strategy and promoted the new product at trade shows. PebbleBrilliance® is on pace to exceed first-year sales projections by 79%.

Conceptualized an interactive Water Color Selection Tool for the website that helps consumers choose the perfect finish for their pool. This program narrows down Pebble Technology pool finishes based on their desired water color and texture. It then presents homeowners with available finish options that meet their criteria, recommends additional enhancements and allows homeowners to click through to the photo gallery.

Converted the carbon copy product registration form to an online process reducing manual data entry by 100% resulting in the ability to capture, monitor and report on consumer statistics.

Spearheaded the conceptualisation, wireframing and implementation of secure online customer portals complete with product registration reports, lead management tools (CRM), documents, downloadable assets and automated forms. Worked cross-functionally to identify needs from sales, operations, quality control and marketing to ensure the portal would serve as a one-stop-shop for our customers to access everything they need. 

Redesigned the Find-a-Builder dealer locator on pebbletec.com to include a streamlined single form submission process improving customer experience in addition to providing lead generation emails and tracking in the customer portal.

Re-evaluated existing Certified Builder Program and restructured it into a tiered loyalty Builder Advantage Program which included incentives and benefits for each level as well as a criteria worksheet, in-depth sales presentation, online customer portals and customized assets and placement on our find-a-builder for lead generation.

Sourced new vendors for existing sample program and saved $20,000 per year. Redesigned sample boards to include water color depth chart and enhancements included.

Created a custom program for the largest pool builder in Arizona including co-branded marketing materials, white labeled products, POS system and trade show exhibit.

Overhauled the World’s Greatest Pools (WGP) marketing campaign and increased customer participation by 33% over a two-year period.

Converted the WGP manual judging process to an easy, and secure, online voting website.


NSB/Keane
September 2012 – May 2014
Position: Account Manager
Click here to view the 2013 Project Booklet

Pebble Tec – Graphic Design, Inbound Campaign Development & Execution

Ticket Force – Brand Development & Graphic Design

cStor – Brand Development, Graphic Design, Public Relations & Website.

ActiveRx – Brand Expansion, Graphic Design & Inbound Marketing

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SpringCM – Graphic Design, Trade Show Execution, Video Production and Campaign Management

Arizona State – Magnificent Tree Program

ElevatedHR – Brand Development

Raise a Foodie – Brand Development, Graphic Design & Public Relations

iEquine – Graphic Design

Terros – Brand Development


Tony Felice PR & Marketing
December 2011 – September 2012
Account Manager

Created, pitched, scheduled and tracked local & national interviews and story placements including:

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