Maureen E. Kelly

404.729.7707

PROFILE

Marketing professional that creates innovative ways to bring brands to life. Over 20 years experience working with agencies, non-profits and corporate clients. Able to conceptualize and implement strategic marketing programs that drive business results for keyaudiences.

Brand DevelopmentSponsorship & Event Marketing CauseMarketing

Business Strategy Account Management Sports Marketing

PROFESSIONAL EXPERIENCE

Hiscox USA, Atlanta, GA2015 – Present

Director of Brand Activation

  • Develop a brand activation strategy aimed at driving brand awareness and affinity for the Hiscox brand in the U.S. Efforts focused on three key stakeholders —Small Business customers, Brokers, and Hiscox employees.
  • Lead the activation of the Hiscox Brand through a comprehensive Media plan, including strategic planning across Paid, Owned and Earned Media.
  • Identify and partner with like-minded brands to aid in driving awareness of Hiscox.
  • Manage agency relations to support marketing efforts including media, research and sponsorships.
  • Direct research efforts to determine needs of small business customers. Both qualitative and quantitative surveys created to determine the most optimal programs to pursue.
  • Managed 2015 sponsorship of Tough Mudder to support company brand promise, “Encourage Courage”.

GRANT THORNTON LLP, Atlanta, GA2012 – 2015

National Marketing

Developed and executedmarketing initiatives based on the firm’s strategy across their three service lines.

  • Analyzed and developed optimal sponsorship and event opportunities that would elevate the Grant Thornton brand.
  • Managed external agencies responsible for creative, sports activation, and production.
  • Partnered with recruitment to develop new U.S. employment brand campaign to target top candidates for university and experienced hires. Campaign included refresh of careers website, social media promotions, and new collateral. Results included increase in views to careers pages by 62%.
  • Managed CEO Growth Forum program to create high-level relationship-building opportunities to drive revenue and enhance Grant Thornton’s image with CEOs. Over $1M in estimated fees in first year.
  • Using Google Analytics, monitored internal metrics to identifyperformance and effectiveness.
  • Published weekly and monthly internal communication updates for Chief Marketing & Sales Officer.

AMERICAN CANCER SOCIETY, Atlanta, GA2010 – 2012

Senior Sports Marketing and Development Director

Part of theSouth Atlantic leadership staff for Business Development initiatives.

  • Managed the growth and success of programs including; Making Strides Against Breast Cancer, Coaches vs. Cancer, DetermiNation, Cure by Designand Golf.
  • Created annual income goals and managed budget and cost containment efforts to achieve ROI, with the ratio of fundraising to management costs not to exceed 25%.
  • Successfully increased endurance revenue 60% in less than 1 year.
  • Supervised, motivated and evaluated7 staff members, providing on-going feedback and development.

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MARKETING CONSULTANT, Atlanta, GA 2009 - 2010

Worked with an array of clients to solicit marketing partners and manage their sponsor deliverables. Clients included NatureFind, Luminocity Atlanta, The Forward Agency and the Atlanta Girls School.

ING AMERICAS, Atlanta, GA 2005 – 2009

Director of Sponsorships

Developed and managed ING’s sponsorship platform in the U.S. Managed multiple agency relationships as well as a team ofover 30 cross-functional experts.

  • Identified and acquired strategic partnerships in key markets, including title sponsorships of major distance running events in New York, Miami, San Francisco, Atlanta, Hartford, and Philadelphia.
  • Achieved multi-million dollar expense target by executing aggressive cost containment with staff and outside agencies and partners.
  • Leveraged pre- and post-event research to demonstrate ROI for ING’s integrated marketing programs, which increased business by 25%.
  • Successfully rebranded a cause-related marketing platform called the ING Run for Something Better, creating strong ties to the community and partnering with PR firms to leverage these opportunities.
  • Negotiated and activated ING’s multicultural sponsorship of Juntos en Concierto, a Live Nation produced tour that enhanced ING’s brand awareness among affluent U.S. Hispanics.

Millsport, Stamford, CT(An Omnicom Agency)1998 – 2004

Account Director

Developed, implemented and managed programsfor clients that included Northwestern Mutual Financial Network, Penske Truck Leasing, Pepsi, Verizon, Disney, FOX, Sony,ConAgra,Ernst & Young, and Hasbro Interactive. Created detailed timelines and budgets for all projects.

EVENT & SPONSORSHIP MANAGEMENT CONSULTANT1993 – 1998

CBS: The XVIII Olympic Winter Games – Nagano, Japan (1997 – 1998)

Developed programs for CBS Sports groups newly formed CBS Olympic Group to leverage the network’s Olympic sponsorship hospitality assets.

United States Tennis Association: 1996 U.S. Open(1996)

Contracted by USTA to assist with the credentialing of players, media, staff, and VIP’s.

The Coca-Cola Company: Centennial Summer Olympic Games –Atlanta, GA(1996)

Contracted by Coca-Cola for the 1996 Atlanta Olympic Games to build on their Olympic hospitality program and manage the ticketing for over 90,000 guests.

Galloway Productions: Office Depot Corporate Cup Series(1994 – 1996)

In nine major cities managed sponsorship and event activation for this running series.

National Hockey League: 1994 All-Star Game(1993 – 1994)

As consultant to the NHL Special Events group, managed all event and guest hospitality.

EDUCATION

Georgia State University, J. Mack Robinson College of BusinessAtlanta, GA

MBA

Dowling CollegeOakdale, NY

Bachelor of Business Administration

New York UniversityNew York, NY

Sports & Special Events Marketing Certificate

OTHER

Women in Sports & Events (WISE) – Member

Volunteer – Adopt a Golden Atlanta

Successfully completed 31 marathons