Raquel Cordon

Experience

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  Greenville Convention Center SC

  Jan 1992 - Jan 1999

  Director of Advertising & Public Relations

  • Developed advertising schedules for consumer and trade shows including setting budgets, creating ads and securing placements.• Worked with local, state, national and international media as public relations liaison for the facility and shows.• Developed media kits, issued press releases, and coordinated news conferences and media coverage for events.• Produced special events for the facility, clients, exhibitors, delegates and staff.• Produced official show directories and monthly Calendar of Events.Key Accomplishments:• Developed and implemented the advertising and PR schedule and budget for the American Textile Machinery Exhibition – International, the largest show of its kind in the western hemisphere with one million square feet of exhibit space and more than 40,000 international textile executive attendees.• Produced the American Textile Machinery Exhibition’s Opening Night Street Festival for 10,000 senior-level textile executives featuring three blocks of musical entertainment, local retailers, vendors and restaurateurs in downtown Greenville. Show less

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  Home Builders Association of Greenville

  Jan 1999 - Jan 2003

  Marketing & Home Show Director

  • Produced the Southern Home & Garden Show and Parade of Homes including creating budgets; negotiating contracts; soliciting exhibitors and sponsors; scheduling speakers and attractions; placing equipment orders; developing and implementing advertising schedules; distributing media kits and press releases; producing opening night event; managing all other aspects of event production • Customized database program to capture membership and exhibitor information• Published monthly newsletter and served as ghost writer of the HBA’s weekly column in The Greenville News• Produced monthly membership meetings, community service projects, golf tournaments and special eventsKey Accomplishments:• Expanded total exhibit space for the 2003 Southern Home & Garden Show by 29%, making it the largest show in the event’s 43-year history. This growth elevated the show’s rank to the largest home and garden show in the state and the fourth largest in the southeast with 340 exhibitors and 22K+ attendees.• Increased exhibit space sales and sponsorships for the 2003 Southern Home & Garden Show exceeding projected revenue by 23% Show less

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  Calmetto Management Group, Inc.

  Jan 2003 - Jan 2008

  Marketing Director

  • Created and implemented strategic marketing campaigns for four trade associations including developing budgets; designing and producing promotional and educational materials; building websites and managing content; producing tradeshows, conferences and special events; soliciting exhibitors and sponsors; distributing media kits and press releases; creating membership campaigns; coordinating attendee incentive programs• Served as liaison to association officers, directors and committees• Recruited, trained and directed marketing staff and internship programKey Accomplishments:• Led team in successfully moving CMG client’s 25th Anniversary National Conference & Expo from New Orleans to Charlotte in six weeks due to Hurricane Katrina (standard time for event production was 15 months)• Grew sponsorship sales by 141% for CMG’s largest client in 2005• Elevated membership by 17% for CMG’s largest client and 11-13% for two newer associations Show less

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  Independent Contractor

  Jan 2009 - Jan 2011

  Marketing Consultant

  WoodCycle Biomass (2009 – 2011)• Developed and implemented overall brand strategy including designing logo and identity package, producing collateral materials and coordinating public relations activities• Designed and executed internet marketing initiatives including building website and maintaining content, composing and distributing email campaigns, managing online lead generation program• Served as business development executive including developing proposal templates, generating referrals and customizing client presentations• Coached senior-level management on sales presentations and closing techniquesNorthwestern Mutual Financial Network (2010 – 2011) • Developed and implemented the annual marketing schedule and budget • Executed corporate communication initiatives including maintaining website content, managing social media, writing press releases and publishing newsletters • Coordinated sponsorship opportunities and produced special events within the local community Show less

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  Sales Engine Media

  Jan 2011 - Jan 2016

  Onboarding Director & Demand Gen Strategist

  • Created and led the department responsible for onboarding new clients through a 90-day implementation project plan including 100+ tasks• Developed client-specific implementation project plans, provided issue tracking, resolution, and escalation of critical issues• Completed metrics and status reports to document implementation progress against project objectives and milestones• Developed client-specific architecture for inbound/outbound marketing program execution including Editorial Calendar creation, campaign setup and testing, landing page creation, lead and fit scoring implementation, social media and blog posting, and ad retargeting deployment• Established content strategy and managed production of assets including whitepapers, infographics, case studies, thought leadership articles, blogs, and videos• Conducted marketing automation, Salesforce, and website integrations including data collection and standardization, field mapping, and report building• Performed Salesforce database analysis and segmentation including defining buyer personas and stages, identifying gaps, and researching growth opportunities• Coordinated content strategy planning sessions and video shoots with subject matter experts for content asset development• Fostered sales enablement by customizing Salesforce dashboards and reports, conducting sales rep orientation and trainings, and producing sales rep toolkits and campaign playbooks• Compiled Opportunity Pipeline analysis to determine ROIKey Accomplishments:• Successfully onboarded more than 95 clients through a 3-month implementation project plan with 100+ tasks• Generated 275K+ MQLs and more than $20M in marketing influenced opportunities for Sales Engine Media clients Show less

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  Independent Contractor + Vital Opps Consultant

  Jan 2016 - Jan 2019

  Digital Marketing & Salesforce/Pardot Implementation Consultant

  ▪ Salesforce Configuration, Implementation & Training ▪ Pardot Configuration, Implementation & Training▪ Salesforce Classic to Lightning Experience Migration▪ Nurture Campaign Strategy & Execution (Buyer Persona Identification; Content Audit to Map Assets to Journey Stages; List Building & Segmentation; Copywriting; Campaign Setup, Testing & Execution; Report & Dashboard Creation to Measure KPIs and Track ROI)

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  TBM Consulting Group

  May 2019 - now

  Director, Marketing Operations & Business Development

  ▪ Lead the Marketing Department responsible for developing and executing a comprehensive marketing strategy to increase website traffic, qualified lead flow, and organic revenue utilizing web properties, email marketing, SEO, ad retargeting, and paid and social media.▪ Support the outbound sales process with targeted campaigns and nurture streams to generate leads and develop processes to nurture and convert website visitors and content consumers into qualified sales leads. • Develop all business development materials including Executive Overview presentations, RFP responses, proposals, resource bios, and case summaries.▪ Oversee the maintenance of the company’s various web properties and digital media including public web sites, blogs and community pages.Key Accomplishments:• Increased organic traffic by 65% and doubled organic revenue from 2022-2023 by developing a cohesive inbound and outbound marketing, content, SEO, ad retargeting, Account Based Marketing and LinkedIn strategy.• Added the BrightEdge (SEO) and RollWorks (Ad Retargeting) platforms to the existing marketing tech stack which includes Salesforce, Pardot, MS CMS, Sales Navigator, D&B, and Canva. Show less