resume – Amy Burns Barr

WORK HISTORY

Develop and plan differentiated and impactful marketing strategies, initiatives, and materials across the Non-profit and Luxury-Lifestyle divisions of the agency to achieve each client’s desired business goals
Oversee and manage a 25+ person marketing team consisting of directors and managers and creative; Act as an exemplary people leader by setting a direction, fostering transparency, and providing guidance and coaching to build the next set of high-potential leaders
Envision, energize, and enable the team and the organization, securing buy-in from internal stakeholders; Champion and foster a culture of innovative thinking
Ensure marketing strategies and client campaigns are being deployed and executed by the team in a timely and efficient manner to the agency’s standard of excellence and to the clients’ satisfaction
Build strong relationships with clients; Consult with them regularly to articulate project expectations, guarantee scope regulation, and incorporate feedback into future strategies
Interface with talent, influencers, and vendors to bring collaborative partnerships and events to fruition
Analyze market trends, consumer needs, and the competitive landscape to measure business benefits and ROI
Balance creative thinking with problem solving to exceed client expectations and drive additional business

Established the company’s annual marketing, sales, and strategic pricing plans for craft beer and cider portfolio brand partners ($6MM annual revenue)
Lead the creative development process and execution of brand marketing campaigns via traditional and digital channels, including copywriting, packaging, collateral & point of sale materials, email marketing, social media, website and E-commerce
Coordinated 50+ promotional events per year to increase portfolio brand awareness and sales growth/volume objectives
Performed ongoing business analysis of category, competition, pricing, and consumer trends
Implemented marketing programs at retail to exceed sales and distribution objectives year-over-year by an average of 20% – 30%
Developed relationships with domestic manufacturers to secure exclusive sales rights of 20+ brands within California
Cultivated and managed a portfolio of 5000+ client accounts in the on/off-premise sectors throughout California

Developed strategic sales and marketing programs to build the brewery’s brand image and support annual business plan
Managed marketing activities including website and social media management, media and consumer communication, category management initiatives, POS, marketplace tests, consumer research, and trade events
Managed sales into on and off-premise venues while collaborating with retailer accounts to create high profile events
Exceeded company’s growth goals within the California market by 35%

Negotiated marketing, sponsorship, promotion, affiliate distribution, vendor, and license agreements for the official Television and Interactive Wagering partner of the National Thoroughbred Racing Association (NTRA)
Managed trade events and product promotions including sweepstakes, contests, and premiums
Optimized event budgets and developed processes for consistently tracking and measuring the impact of event experiences
Evaluated post-event analysis, reporting on ROI, and making recommendations on improving future events with stakeholders

Partnered with resort properties, in-house marketing team, and agencies to create marketing collateral material and promotional programs for Conrad®, Doubletree®, Hilton®, Hilton Garden Inn® and Waldorf Astoria®, and the Hilton Honors® customer loyalty programs
Managed program processes to ensure creative materials and programs were reviewed, approved, and executed

Collaborated with in-house team and external advertising/public relations agencies to develop and execute brand marketing plans
Managed consumer product promotions including sweepstakes, contests, and premiums
Reviewed, edited, and approved packaging and advertising materials
Notable Brands: Hot Wheels®, Tyco RC®, Matchbox, Barbie®, and Polly Pocket®

Managed sales efforts and client relationships with major television networks and syndication affiliates during license agreement negotiations for MGM’s film and television library products (deals ranged from $50M – $5MM)
Conducted financial forecasting for network packages to present findings to management and drive business growth
Provided detailed financial reports of sales efforts and revenue generated from sales to ensure accuracy
Controlled product lifecycle and rights management sequences for the world’s largest studio film library

Collaborated with internal marketing team to conceptualize marketing campaigns, providing extensive hands-on execution and project management throughout the process
Managed outside vendors (editor, creative team, web developers, etc.) to ensure high-quality execution within the campaign budget
Negotiated stock photo, clip, key art and music license agreements in connection with each film’s marketing campaign
Provided final approval of Columbia Pictures theatrical marketing materials; including bonus materials, creative print materials, consumer offers, promotions, publicity copy, press releases, TV spots, trailers and digital marketing.

Bachelor of Arts – BA, Economics