MAR I A GR I MA R DI
M A R K E T I N G D I R E C T O R , B R A N D , C R E AT I V E & C O N T E N T S T R AT E G I S T
Forward-thinking marketer with 20+ years experience focusing on the entire life-cycle of the customer and their journey to “living and breathing” a brand. As both a right- and left-brain thinker, I blend analytics with engaging creative insight to deliver marketing initiatives that achieve breakthrough results. I employ story-telling tactics and visual content to engage, inform, surprise, delight, and impact the audience to respond, all while delivering on measurable business goals. I am a team player who doesn’t play games—meaning breaking down silos to advance the greater good of the organization, and ultimately, the customer. My mission in life is to make a difference.
EXPERIENCE & CONTRIBUTIONS AMAWATERWAYS – Calabasas, California DIRECTOR OF BRAND MARKETING (9/2016 to 9/2020) Created innovative B2B and B2C multi-channel programs, focusing on nurturing, acquisition and retention strategies. Managed and mentored a team of three direct reports and worked closely with the design team on new brand initiatives, including developing AmaWaterways’ first past guest magazine “Beyond the River Banks” and creating quarterly comprehensive 360º advertising campaigns for print, video, website, email and social media.
“Talent wins games, but teamwork wins championships.”
Served as strategic advisor and project manager for AAA & AmaWaterways Youth Travel Initiative
— Michael Jordan
with the Vice President of Travel at AAA on all aspects of AmaWaterways involvement, including
to successfully deliver a life-changing travel experience for sixty 13-year olds. Worked closely developing a customized itinerary tailored to this demographics, judging over a thousand essays, handling logistics and chaperoning. Chosen by AmaWaterways’ owner to judge the Boys & Girls Club “Youth of the Year” for 13-years and younger and 14-years and older, reading hundreds of essays and interviewing participants to determine the winners. Spearheaded creative strategy to deliver new visual assets to appeal to a younger and more multi-generational clientele, including overhauling photography and video assets and leveraging 3D animation to showcase new products. Hired photographers, cinematographers and talent for photo/video shoots; planned, prepared and managed all production and logistics onboard and onshore to ensure delivery of robust visual content. Significantly improved “go to market” timeframe on key collateral, including the production of up to 200+-page brochures. Owned beginning-to-end content creation from idea to production, writing content, sourcing visual assets and working cross-functionally with product team to ensure accuracy, clarity of vision and optimized content to drive response. Introduced a new lead generation strategy with CruiseCritic to optimize our prospect database with highly qualified leads, resulting in an increase of 6,500 new leads within one month, and the
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following year, improved results by 20%.
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EXPERIENCE & CONTRIBUTIONS UNIWORLD BOUTIQUE RIVER CRUISE COLLECTION – Encino, California VICE PRESIDENT, MARKETING (2/2007 to 4/2016), MARKETING DIRECTOR (4/2005 to 2/2007) Oversaw Uniworld’s multi-million-dollar marketing budget and led a 15-member team as well as third-party resources. Planned, organized, managed and drove all Global corporate marketing and communication initiatives, including branding, PR and media relations, website and digital, product and brochure launches, B2B and B2C advertising, and all Sales support to achieve Uniworld’s objectives of revenue growth, profits, customer acquisition, retention, and brand visibility. Spearheaded innovative marketing strategies to generate $170M in annual revenue despite a highly competitive environment challenged by new innovations and brands in the segment and outside global conditions. Successfully re-branded Uniworld in 2008 from “Grand River Cruises” to “Boutique River Cruise Collection” world-wide and created and executed Uniworld’s first brand guidelines. Overhauled all imagery and video assets positioning Uniworld as the luxury river cruise brand. Managed all annual video/photo shoots; hired photographers, cinematographers and talent; and handled all production. Concepted, wrote and produced all videos, including the first LGBT travel video and Uniworld’s first App, using Virtual Reality. Concepted and executive produced “Dining with Darling,” a culinary show featuring Uniworld’s Master Chef and Chef Keith Darling on board Uniworld’s River Countess in Italy, which aired on Cooking Channel. Hired and managed vendor to build new website. Wrote RFPs, vetted agencies and negotiated rates. Provided strategic vision for website working with designers and programmers to enhance UX navigation and search functionality; optimize experience for conversions; increase SEO ranking with skillfully curated content, including user-generated; and improved user experience and customer journey by utilizing buyer personas and behavior analytics.
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EXPERIENCE & CONTRIBUTIONS PRINCESS CRUISES – Santa Clarita, California MARKETING CONSULTANT (2/2004 to 3/2005) Managed multiple projects from concept through execution for a wide range of marketing programs for B2C channel. Worked with the database marketing group on strategic direct mail campaigns to over 500,000 customers, including defining appropriate targeting and testing strategies; writing creative briefs; managing design agencies; and trafficking projects from concept throughout execution ensuring key stakeholders’ approval. Wrote and edited copy for travel books, brochures and direct mail. Ensured clear messaging, accurate copy, unified voice and optimized rich content to drive responses. VISA USA – Foster City, California SENIOR MARKETING MANAGER (4/2001 to 11/2003) Provided marketing support to Account Executives to ensure risk/operations services were clearly communicated; and oversaw and managed all VISA’s education programs. Successfully managed Visa’s two-week, semi-annual “Products and Service Sales Training” for Account Executives. Planned comprehensive training agendas and materials, securing over 70 subject matter experts to address participants. Developed collateral, and constructed and wrote speeches for senior management team and staff that were used frequently by VISA’s Members as well as individuals in Washington DC, including congressional representatives, senators, Homeland Security, Secret Service and other financial regulatory agencies. Received VISA Stars for Customer Service, Teamwork and Going the Extra Mile.
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L O C A T I O N : Woodland Hills, CA E M A I L : megrimardi@gmail.com S O C I A L : linkedin.com/in/maria-ellen-grimardi-39a5526 M O B I L E : (925) 786-0025
SKILLS & STRENGTHS • Strategic & Tactical Marketing • PR & Media Relations • Brand Strategy & Differentiation • Customer Loyalty & Retention • Lead-Nurturing & Engagement • Website Strategy & Management • Digital & Social Media • Data-driven Marketing & CRM • Writer, Editor & Content Creator • Strategic Partnership Alliances • Event Planning & Organization • Video/Photo Shoot Producer
“You’re off to great places! Today is your day! Your mountain is waiting, so get on your way!” ― — Dr. Seuss
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T HA N K YOU ! MG