Elana Blevins

Experience

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  Media General

  Jan 2006 - Jan 2007

  Advertising Designer

  • Designed advertising for local, regional and national account from the hub of seven local newspapers on a tight deadline basis • Consulted with advertising representatives and a variety of clients to create effective advertising, compelling copy that communicates the message of the client• Worked closely with creative department, news media and editors to create special features, spec ads to build new business opportunities

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  Le Bleu

  Jan 2007 - Jan 2008

  Marketing Creative Director

  • Responsible for the day-to-day internal and external marketing activities of two rapidly growing companies, including: newsletters, brochures, point-of-purchase displays, product packaging, event planning, sponsorships and trade shows• Lead the Private Label division: in charge of ordering, scheduling and all aspects of the design and printing of custom-labeled water bottles with clients, supporting a regional sales team of 15+ account representatives in this rapidly growing, and highly profitable segment of Le Bleu Corp.• Directed the progress towards establishing a modern brand identity for Le Bleu Premium product line during the nationwide rollout into the hospitality, food service and high-end grocery industries during a time of unprecedented growth in the beverage industry• Developed all marketing and served on new product development team for Nature’s Pearl Products developing marketing strategies, brand identity collateral pieces for a variety of nutraceutical health and beauty products• Worked with major advertising and public relations agencies to develop direct mail campaigns, press releases and to execute a million dollar print advertising campaign Show less

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  Peter Meier Inc.

  Jan 2008 - Jan 2009

  Marketing Manager

  • Responsible for all aspects of the marketing advertising and product management in a B2B business enterprise, from the development of new products, implementation of the launch, and though the product life-cycle, of high-end home products to Fortune 500 Clients• Maintained customer databases through the CRM software Salesforce.com, maintained product offering on commerce website and planned trade show activities and events, and worked to grow the brand identity while nurturing the core product lines and clients• Supported a national sales staff and top management with marketing materials, targeted email promotions, scripts and talking points for a consistent message during a industry financial crisis• Developed, designed and implemented all marketing initiatives to communicate the brand and message across medias, including website, print materials, public relations and industry based advertising• Shifted the marketing strategy in accordance with top management and initiated marketing communication metrics across media to gauge ROI on activities to fit a rapidly changing industry and client base• Developed a solid relationships with the industry-specific trade media and served as corporate spokesperson to garner media coverage of new products through effective and timely use of media relations skills• Enhanced web presence through a successful search engine optimization (SEO) and search engine marketing (SEM) campaigns for products on company commerce website Show less

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  The University of Virginia's College at Wise

  Jan 2009 - Jan 2010

  Program & Marketing Coordinator

  • Responsible for developing, coordinating, and administering the all marketing and communications to promote the diverse offerings of the Southwest Virginia Technology Development Center.• Responsible for all center media relations, providing public relations counsel to staff and acting as spokesperson – responding to all media inquiries, preparing press releases and pitching stories to media including major events, such as the launch of Darden Executive Education in Southwest Virginia• Responsible to develop, coordinate and execute professional development programs, customized training programs and special events as core product offering, effectively doubling revenue in first 6 months in position.• Served as a marketing head of UVA-Wise Office of Economic Development to initiate long-standing change for the economies of Southwest Virginia and Northeast Tennessee.• Prepare speeches, presentations, talking points, background information and fact sheets for presentations, events and prospect visits for a variety of audiences.• Develop, produce and oversee all regular agency publications and communications - including brochures, newsletters, targeted email blasts and the center website - working as the brand manager to ensure the message is consistent and that the brand is properly represented.• Initiated a formal strategy for social media, including the rules of engagement and deliverables for all communications, uploads and statistics, currently concentrating on Facebook, Twitter, and LinkenIn. Show less

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  American Advertising Federation of Southwest Virginia

  Aug 2010 - Aug 2017

  Chairman & Public Service Chair: 2016-2017

  • Spurred the grassroots efforts to establish a chapter of the American Advertising Federation in Southwest Virginia following the mission of the national organization to be the unified voice of advertising.• Coordinate regular professional development events, creating a network for our dynamic advertising, marketing and creative professionals to expand the skills, knowledge base and resources of local industry professionals.• Lead planning and execution for the first ever American Advertising Awards in SWVA, bringing the most recognized honor for excellence in advertising to deserving local professionals, who could go on to compete at the regional and national levels.• Develop club marketing infrastructure including marketing collateral, branded email campaigns, and organizational website. Show less

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  Block and Company

  Apr 2011 - Dec 2013

  Product Marketing Manager

  • Responsible for management of product line targeted primarily at the banking and financial industry, resulting in over an 8% growth in revenue year over year for an international, multi-channel company.• Spearhead new product development initiatives using Stage Gate philosophies – responsible for branding, pricing strategy, developing promotional strategies, training of sales teams and driving acceptance into marketplace.• Lead marketing activities for product line and business unit service offerings through careful research, merchandising, ecommerce initiatives while orchestrating numerous branding campaigns and new product launches.• Work with executive leaderhsip to develop and implement strategies, acting as the catalyst between manufacturing, engineering, sales, and marketing teams.• Collaborate with team of internal and field sales representatives to build product knowledge, forge relationships with clients and assist with closing large opportunities.• Develop and execute marketing and key communications initiatives for target market verticals, cultivating a strategic value proposition for products and core brands through a variety of channels, including print, direct mail, web, tradeshow, sponsorships and advertising. Show less

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  Bristol Compressors International LLC

  Jun 2014 - Aug 2015

  Marketing Manager

  • Led rebranding initiative to reinvigorate the brand both domestically and globally, and celebrate the companies 40th anniversary across print, tradeshows, digital and sales promotions.• Spearhead development of Salesforce CRM, revolutionizing the sales and customer service processes, giving key insight into account activity and forecasting, while allowing for targeted marketing and integrated lead generation campaigns to generate new business.• Direct customer-focused new product development initiatives, leading value proposition exercises and working with cross-functional teams including engineering, quality and manufacturing departments. Show less

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  Universal Companies

  Aug 2015 - Aug 2017

  Director of Marketing

  Directed marketing initiatives for the leading spa industry distributor across traditional print and direct mail channels, trade shows, conferences, public relations and trade media. Managed the product marketing team overseeing promotions and campaigns to drive revenue and customer engagement through digital strategies, including email and social media campaigns. Partnered with vendors and brands to develop and execute targeted campaigns. • Launched new initiatives to drive thought leadership and loyalty, including the Wellness & Beauty Learning Center – a campus and online based educational program for continuing education for licensed spa industry professionals. • Delivered 360 degree customer insights through a variety of tools throughout the customer journey - such as surveys, interviews, focus groups, and feedback mechanisms – to drive customer focused decision making and deliver marketing campaigns to drive customer loyalty. • Led go-to-market initiatives for new product launches and line extensions, conducting competitive research, partnering with creative to develop photography and video assets, and collaborating with subject matter experts to develop content and educational materials. • Owned proprietary brands for niche products in collaboration with vendors and global sourcing teams– responsible for branding, positioning, pricing strategy, messaging, developing promotional strategies and executing the multi-channel launch. Show less

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  Eastman

  Sept 2017 - now

  Developed and executed global marketing communications strategies for a Fortune 500 materials innovation company to generate new leads, grow brand awareness, increase customer loyalty, and drive revenue. Collaborated with high-level stakeholders and subject matter experts to align objectives with commercial strategies, understand technical audiences and report results. • Owned the Tritan™ brand – responsible for brand strategy, architecture, content development, messaging, and execution as a leading ingredient brand in consumer goods. Managed execution globally including licensing agreements, guiding teams and customers on effective use on packaging, product descriptions and across consumer-facing campaigns. • Developed strategic partnerships with key brand partners, collaborating with 50+ global brand launches garnering historic visibility of Eastman as a leader in specialty materials. • Led cross-functional teams, in-house agencies and managed external agencies to develop branded content and assets, ensuring accurate messaging, marketing claims and alignment with business objectives for engineered specialty materials in highly regulated markets. • Leveraged market insights to create detailed customer personas and multi-faceted content strategies to drive targeted messages at the right time in the customer journey. • Developed engaging market-focused and thought leadership content to tell the story of strategic partnerships and innovation and executed multi-channel campaigns through digital, social media, paid media, and traditional channels, ensuring consistency in the brand and corporate identity. • Evaluated and optimized campaign effectiveness by tracking metrics such as ROI, lead conversion, and awareness generation, demonstrating the impact of marketing activities on strategic topics and business objectives. • Awarded the Eastman Innovation Summit Award in 2020 for the Tritan™ Renew launch and multiple ADDY awards for creative excellence. Show less

  • Senior Marketing Communications Manager

    Jan 2023 - now

  • Senior Marketing Communications Account Manager

    Sept 2017 - now