Mellora Moore is a focused Marketing and Brand Director driving sales and building brands through world-class marketing....
Mellora Moore Cell: 214.354.0505 • Email:
[email protected] • Website: mellora.info
MARKETING & BRAND Brand Development • Advertising & Promotional Strategies • Multi-Channel Marketing Social Media Marketing • Marketing Communications • Go-to-Market Analysis & Planning A focused Marketing and Brand Director driving sales and building brands through world-class marketing. Whether local or global—marketing, branding, communications, promotional activities, web and social media strategies are always in alignment with business objectives. Able to combine critical thinking with action-focused leadership to persuade stakeholders and drive results; working well across all levels of an organization to translate concepts into on-point goal achievement.
PROFESSIONAL EXPERIENCE MANNATECH, INC.
COPPELL, TX
1/08 – 6/11
Global Marketing Director (5/10 – 6/11) Led the global marketing efforts for the US, Canada, Mexico and South Africa. Spearheaded market planning and development for expansion into new countries, including incorporating cultural influences into branding and creating an 18-month pre- and post-launch marketing plan and campaign implementation calendar. Additionally, oversaw all creative development of communications, videos, print collateral, web and social media. Developed a highly successful pre-launch marketing campaign for Mexico that delivered 2,500 incremental new consumers in week one. Directed online marketing website design, content and social media strategy for new markets. Ensured content was prioritized and site usability was consistent with the overall integrated marketing plan. Appointed PR liaison for the organization in 2011. Global Brand Director (1/08 – 4/10) Managed the global product portfolio for facial and body care products for 16 countries, increasing sales, top-line revenue and market share. Led the sun setting of a product line and the development of a skin care line targeted towards the 35+ market. Used market validation and assessment to determine product attributes, packaging, sizing and pricing, as well has how the product would be competitively positioned in the marketplace. Created go-to-market strategies for new product lines; contributed to new product development bringing product ideas to the table while ensuring optimum market positioning through targeted promotions, boosting category sales by 22%. Saved $250,000 in inventory write-offs via product redistribution and aggressive marketing campaigns. Developed targeted communications, promotions and oversaw two magazine publications for the company – Healthy Living and Celebrate– from 2008 - 2009. RENT-A-CENTER PLANO, TX 6/07 – 1/08 Brand Director Oversaw and managed six of eight brands as essential part of company’s ongoing growth strategy, integrating diversification and strategic planning which achieved combined revenue projections of $22M. Launched two retail stores as new revenue streams. • Created/established brand identity, including name, logo, store layout and signage, along with website design and content, to create a positive, consistent image attractive to consumers. Managed a new financial services brand, providing vision, direction and support for 157 stores which contributed $16M in top-line revenue.
Mellora Moore
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LATIMARK, INC. LAS COLINAS, TX 6/05 - 6/07 Marketing Director Established marketing plan and communications strategy for start-up consulting firm, achieving 200% growth after first year with a 96% retention rate through year two. Applied expertise in retail marketing, campaign development, marketing communications, process engineering, and go-to-market planning and implementation for key clients. Managed a staff of 14 consultants on 12 major client engagements including 7-Eleven, Texas Instruments and Nokia, reporting directly to CEO. Re-launched 7-Eleven into Manhattan market, establishing a new urban footprint; leveraged brand recognition to rebuild awareness and brand engagement. Stock price on re-launch date closed at $33.42, an increase of $2.07. Delivered go-to-market strategy, branding and event planning to launch new organization (NRP) which realized 200% growth-to-target over first four months. Created an integrated market re-launch plan for Carter & Burgess that increased awareness from 38% to 84% for the NCR service line of business. Served as Interim CMO (08/06 – 02/07). RADIOSHACK CORPORATION FORT WORTH, TX 10/04 - 6/05 Senior Marketing Consultant Grew brand presence through consumer segmentation and trigger-based marketing plans that adjusted level of promotional activity based on seasonality and market. Orchestrated and drove pre-launch, launch and post-launch promotional advertising activities for new stores and products. Devised product-specific direct marketing campaigns to drive product sales, delivering $2.6M in revenue for one product with 25% growth in units purchased during promotion. Assisted in development of test program targeting a specific market niche, driving 5% of targeted consumers to new stores, resulting in $4.86M in incremental sales. Developed a marketing ROI calculator to assess campaign feasibility and gain C-level campaign approval. TXU ENERGY, INC. DALLAS, TX 1/01 - 7/04 Marketing Manager Led the South Texas SMB acquisition efforts through targeted communication campaigns, customer relationship management, community affairs involvement and service based product development, launch and management. Created and launched a small business website to increase customer retention, reduce call volume and expand channel options for customer base. Contributed to 12% gross margin increase over previous year with well-developed, planned and executed marketing campaign, including high-impact sweepstakes promotion. Developed and launched three service based products that served as competitive differentiators for the business. ACADEMIC CREDENTIALS
HONORS & ACTIVITIES
University of Dallas, Dallas, Texas Post-Graduate Coursework – MBA
LSU Alumni Association, Dallas, TX Chapter Active Member
Louisiana State University, Baton Rouge, Louisiana Bachelor of Arts – Mass Communications Minors: Marketing and Economics
Attitudes & Attire, Dallas, TX Active Volunteer A&A Advocate Committee Member
