MARY JANE S.

CHAPPY (MJ)

Naples, FL 34119
Email: mjchappy@comcast.net
Public Profile: https://www.linkedin.com/in/mjchappy

EXECUTIVE LEVEL MANAGEMENT: Creative Director, VP of Marketing/Branding

Advertising Marketing Branding Public Relations Communications Business Development
INDUSTY FOCUS: Hospitality, Real Estate, Medical, Education, Retail, Financial
Creative and dynamic marketing executive with over 15 years of experience leading creative/marketing teams, developing strategic marketing
plans, spearheading public relations/communications and executing innovative media solutions that produce results. Focused on business growth,
product/service optimization and brand development/expansion. Expertise in direct response, web/online marketing campaigns, design/print,
video/TV, radio, market research, media placement, contract negotiations, and social media. Recipient of multiple marketing and creative awards
with a record of successfully building departments, improving operations, increasing sales, identifying business opportunities and delivering ROI.
Motivational leadership style, entrepreneurial spirit and a passion for making a difference and changing lives.
Creative & Strategic Planning Brand Development Contract and Media Negotiations Web/Online Marketing
Project Management Internal/External Communications Public Relations
Direct Response Marketing Business Development Competitive Analysis Operational Improvement
Fiscal Responsibility Budgeting/P&L Staff & Synergy Development

PROFESSIONAL EXPERIENCE
ACTION GRAPHICS, NAPLES, FL 6/2001 - PRESENT
Marketing consulting business providing exemplary advertising/creative services to clients in the real estate, hospitality, retail, medical,
telecommunications, transportation and advertising industries.
Creative Director/Owner
Performed all sales and marketing responsibilities to establish client base. Developed advertising campaigns, designed marketing materials from
conception to print and established corporate style guides. Provided marketing, public relations and operational expertise to help build marketing
and creative departments, improve efficiencies and reduce expenses. Partial Client List: Robb & Stucky, WCI Communities, Inc., London Bay
Homes, The Links of Naples, Elias Brothers Communities, Estero Advertising, Priority Marketing, Heavy Duty Manufacturers Assoc., Naples Realty,
The Society of Biomolecular Screening, Fort Myers Boat Club, Danbury Hospital, New Milford Hospital, Gulf Coast Hospital, Southwest Florida
Regional Medical Center, Lee Memorial Hospital

TIGRENT/RICH DAD EDUCATION: CAPE CORAL, FL 5/2013 - 11/2014

Global financial education company providing best-in-class training, products and services delivered live and online with offices in the U.S., Canada,
and U.K. Trainings focused on financial independence utilizing real estate and the financial markets as tools.
Senior Director of Marketing
Member of the Executive Committee responsible for leading a creative team of 15, and driving company revenue and growth objectives.
Developed online and offline multi-media direct response marketing strategies, built promotional campaigns, brand development and leveraged
social media and pubic relations to drive attendance and increase sales at the educational workshops and trainings in 4-6 markets every week.
Lead, motivated and challenged the creative team while adhering to brand identity standards, budgets, schedules and performance requirements
Created and managed annual marketing budget of $20M and developed performance based metrics to analyze revenue streams

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Oversaw all marketing programs and campaigns for multiple new and existing brands from creative conception to deployment
Defined direct response media mix: online natural and PPC, radio, direct mail, newsprint, social media, lead generation and websites
Worked collaboratively with agencies and vendors as partners not vendors in developing effective marketing programs
Ensured the companys brands, products and services were effectively communicated and understood by current and prospective customers
Maintained and developed strategic partners, joint marketing ventures and launched new affiliate marketing programs
Established public relations and reputation management programs to enhance online presence
Increased 3 day training sales in one month by $250,000 with a $5,000 budget
Collaborated closely with the executive team to drive company growth by identifying, creating and delivering student value
Developed and aligned data driven marketing metrics with business goals and top-line revenue growth
Planned, staffed, trained and managed team functions to achieve company sales, growth, profit and visibility while ensuring positioning is
consistent with the corporate direction and technological advancements
Worked closely with trainers, sales and field staff to understand, turn opportunities into sales and improve the customer experience
Conducted market research, data mining, A-B testing and competitive analysis in response to trends, demand and consumer behavior
Established and enhanced meaningful public relations with press, social influencers and other key opinion leaders
Wrote and produced several online introductory classes within the udemy.com educational platform

GULF BAY GROUP OF CO., NAPLES, FL: FIDDLERS CREEK & MARCO BEACH OCEAN RESORT 3/2008 - 5/2013
Largest privately owned real estate development and hospitality company in Florida with holdings valued over $7 billion including Fiddlers Creek
community, The Golf Club, The Club & Spa, Marco Beach Ocean Resort, Sale e Pepe Restaurant, Tarpon Club Marina and high rises in Pelican Bay.
Director of Marketing, Membership and Communications: Real Estate and Hospitality Divisions
Leadership role responsible for all Marketing, Public Relations and Communications departments within Fiddlers Creek Community (Real Estate,
The Club &Spa, The Golf Club, The Tarpon Club, The Tarpon Club Marina), Marco Beach Ocean Resort and Sale e Pepe restaurant. Lead 7
departments in marketing restructure to increase real estate sales, enhance services, improve operations, increase resort room occupancy and
restaurant and marina revenues through strategic planning and execution.
Transformed department into an in-house advertising agency supporting all divisions with quality advertising campaigns, marketing materials,
enhanced communications; redesigned websites/e-marketing utilization, saving over $500,000
Delivered projects on time because I am at my best when working under pressure and take pride in being someone you can rely on
Strengthened corporate identity and brand recognition through results-driven strategic marketing plans via print, TV, internet, cross-marketing,
public relations, lead generation/fulfillment programs and events
Conduct market research and intelligence, SWOT analysis and analyzed performance tools to create results-driven advertising initiatives
Developed 7 advertising media plans, designed collateral, wrote website content and established internal/external communications programs
Negotiated print, TV, photography and internet media buys resulted in over $250,000 annual savings
Leveraged departmental synergy and cross-marketing programs between all divisions to increase sales and decrease expenses
Established and executed a marketing plan resulting in $1.3 million in additional golf revenue
Tripled restaurant covers through the development of an aggressive marketing and media plan
Increased hotel website traffic and revenue by over 250% after analyzing website analytics, SEO, SEM, PPC, and implementing new initiatives
Created aggressive marketing plan for the new Marina with a $12,000 budget; occupancy went from 0% to 75% within 9 months of opening,
resulting in over $50,000 monthly revenue increase
Launched social media presence on the internet to include Facebook, Blogs, Twitter, Flickr, YouTube, Yelp etc.
Wrote, edited and distributed weekly press releases and advertorial articles to local, regional and national media
Assisted media in storylines by adding the human element to their stories
Designed website which received "Best Hotel and Lodging Website" Honor by the Web Advertising Association and IMA
HSMAI Adrian Silver Award recipient for advertising, public relations and digital marketing

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WCI COMMUNITIES, INC., BONITA SPRINGS, FL 1/2002 - 1/2007

Premier developer building over 50 master-planned communities and luxurious highrises in Florida and Northeast U.S.
Marketing Manager
Leadership role in managing marketing efforts for three upscale communities within Southwest Florida including budget and financial
accountability. Mentored, managed and led the marketing and creative staff in the development and execution of media plans, creative direction,
print advertising, marketing campaigns and internet initiatives.

Responsible for $2 million annual marketing budget, development and execution of strategic marketing plans and community branding
Generated $1.2 million in sales within two weeks of executing a targeted advertising campaign
Negotiated advertising media buys and contracts for print, photography and other media translated into a 30% savings
Conceptualized, planned and launched several print and online marketing campaigns
Led development team in the creation of several integrated community websites and interactive touchscreen technology
Recognized for the outstanding creation and execution of the largest corporate direct mail campaign, which also exceeded the lead generation
expectations by 50%; and 35% under budget
Utilized CRM System to analyze market and consumer trends to effectively develop strategic marketing plans that get results
Recipient of several Addy Awards for design excellence in the creation of marketing materials for several communities
Plan and manage all prospect, broker and community launch events
Work collaboratively with sales and membership directors to meet aggressive business development goals

(WCI Communities: Art Director, 2005 - 2006; Creative Consultant, 2002 - 2004)

ADDITIONAL EXPERIENCE

Adjunct Professor - Florida Gulf Coast University, Fort Myers, FL; Resort & Hospitality Marketing
Creative Director/Owner - Creative Desktop/Creative Webpage, Brookfield, CT; Advertising/Marketing Agency
Director of Marketing (Consultant) - Club Golf, Manchester, CT; Golf Practice Facility
Marketing Communications Manager - Dataline Corporation, Wilton, CT; POS, Inventory and Payment Process Software Company

COMPUTER & SOFTWARE PROFICIENCY

InDesign, QuarkXPress, Illustrator, Photoshop, MS Office, Outlook, Publisher, Acrobat/Distiller,
Constant Contact, PRWeb, NewsWire, Hootsuite, Google Analytics, ReturnPath, Siebel,
Windows, MacOs, HTML, WordPress

LANGUAGES

English (fluent), Portuguese and Spanish

AFFILIATIONS & VOLUNTEER

MDASF HSMAI PRSA PADA USGA Chamber RCMA Muscular Dystrophy Coach (Soccer, Basketball, Baseball)

EDUCATION

DBA, Marketing Walden University (attended)

MBA, Business/Finance Florida Gulf Coast University, Fort Myers, FL
BBA, Marketing Western Connecticut State University, Danbury, CT
Certification in Web Design Naugatuck Valley College, Naugatuck, CT