Resume

RYAN C. SHELL
100 Maiden Lane · New York, New York, 10038
Twitter: @RyanShell LinkedIn: /in/ryancshell
336-345-4646 · ryan@ryanshell.com

SENIOR-LEVEL MANAGEMENT: Public Relations / Marketing

Creative, results-oriented Public Relations and Marketing Director with extensive experience creating/implementing market specific campaigns.

AREAS OF EXPERTISE

Public Relations · Social Media  · eMarketing · Word-of-Mouth-Marketing · Campaign Development · Business Development · Media Relations · Media Spokesperson · Budget Management · Project Management · Brand Management · Creative Thinking · Communications  · Direct-Mail Marketing · Market Positioning · Promotions ·  Public Speaking · Event Planning · Coaching · Video Editing

PROFESSIONAL EXPERIENCE

Development Counsellors International · New York, New York · 2010 – Present

Director, Social & Digital Media
Develop innovative and measurable goal oriented social/digital media marketing programs for clients all over the world. Strategy and planning focus, keen emphasis on effectiveness of communications and achieving return on investment for clients. Pitch national media for select accounts.

  • Developed a communications plan for a New Mexico / Virgin Galactic consumer giveaway (valued at $200,000) to outer space in 2012.
  • Created an in-depth Social Media Audit product that analyzed client performance on sites such as Facebook and Twitter. Generated more than $30,000 in revenue in less than 3 months.
  • Secured national media placements for Chattanooga, TN in The New York Times (business section cover), CNN, Engadget, AP and many other outlets. In less than 24-hours placements generated 2,197 tweets, 4,506 Facebook shares, 1,347 story comments and 9.8 million impressions.
  • Develop new business proposals and take part in new business presentations.

Truliant Federal Credit Union · Winston-Salem, North Carolina · 2008 – 2010

Marketing Communications Supervisor
Responsible for planning, development, and implementation of the credit union’s marketing communications (print and digital), branding, public relations and social media strategies. Direct the efforts of the marketing communications staff and coordinate at the strategic and tactical levels with other areas of the credit union.

  • Developed and implemented a multifaceted social media strategic plan that utilized a blog, Twitter, YouTube. Garnered more than 5,000 Facebook fans in less than seven days.
  • Revamped multi-state media relations strategy resulting in a 260% increase in earned media and more than 18 million impressions in one year. Provided media coaching to Senior Management and developed expert sources within the credit union for members of the media.
  • Increased advertising awareness by 7%, exceeding goal of 5%, by utilizing TV, billboard, online and print media.
  • Conceptualized TV (two received Addy awards), print and billboard campaigns and managed relationship (ongoing) with outside agency.
  • Redesigned email newsletter resulting in a 5% unique open increase and overall increase in click through’s.
  • Increased performance of the Nationwide Insurance affiliate program resulting in it being ranked number two in the country and a yearly payout of $166,000.
  • Measure and monitor marketing initiatives to determine performance and return on investment.

RLF Communications · Greensboro, North Carolina · 2007-2008

Account Executive
Provide comprehensive writing, business development, strategic planning, PR/marketing communications for business to business, consumer-product, health care and high-tech accounts including Fortune 500 company Leggett & Platt, a diversified manufacturer with $5.5 billion in sales in 2006. Supervise four assistant account executives and three interns.

  • Created a communication and marketing campaign for the launch of OneOncology, an oncology drug procurement company. Implemented media relations, direct marketing, print advertising, research/focus groups and conferences, exceeding client’s goal of $1 billion in purchasing power by 50 percent in less than 10 months.
  • Project manager for the Spring Alive Tour, a national retail program that increased awareness for Leggett & Platt’s innerspring mattress division by 55% and secured 240,000 trade media impressions. Garnered excitement for regional/national publicity, conducted three focus groups, created all collateral materials, designed website and post tour report.
  • Account lead for CareOne Services, Inc., a credit counseling service with more than 4.5 million customers. Created The Smart Mom’s Guide to Becoming Debt Free and supported it with a national media relations campaign.

VICTORY JUNCTION GANG CAMP · Randleman, North Carolina · 2006-2007

Media / Marketing Manager
Performed all marketing/public-relations duties which encompassed, developing marketing campaigns, creating print ads, producing videos/TV commercials, creating marketing collateral and working with national and local media in top 50 markets on story ideas.

  • Implemented creative PR/marketing efforts that generated $15 million in donations in 2006, $2 million more than the fundraising goal.
  • Individually acquired $4.8 million (ad value) of free PR in less than 15 months, generating more than 200 million media impressions.
  • Initiated special promotions with NASCAR driver Dale Earnhardt Jr., Time Warner, Fuji and Wal Mart which resulted in more than $150,000 in donations.
  • Conceptualized bi-annual corporate newsletter as an informative marketing mechanism, raising $400,000 annually.
  • Published Holiday Wish List publication that generating $500,000 in less than six months.
  • Pitched and garnered feature stories with organizations such as NBC Nightly News, Weekend Today, The Today Show, ABC News: This Week, American Profile, Southern Living, ESPN, USA Today, PBS and Runners World.

DICK BROADCASTING · Greensboro, North Carolina · 2001-2006

On-Air Personality / Assistant Music Director

Developed, established and marketed on-air personality JJ McCain, increased market share by 50% and significantly increased revenues through successful personality marketing efforts. Used music research to schedule play lists. Supervised 7 interns to support daily marketing and operations.

EDUCATION

Bachelor of Science – Business Administration (Marketing Concentration)
The University of North Carolina at Greensboro