Jahred Williams Professional Portfolio SPORTS + MULTICULTURAL + DIGITAL MARKETING SPECIALIST

+ABOUT ME

BRANDS

SPORTS MARKETING MULTICULTURAL MARKETING DIGITAL MARKETING

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+About Me n  I am an all-around proficient marketing

practitioner who has developed core competencies in sports, multicultural and digital marketing.

n  I have completed all the necessary coursework to obtain a Masters Degree in Public Relations, which further adds a strategic perspective that integrates marketing practices with an in-depth understanding of maximizing value to both the client and the consumer.

n  For the past 10 years, I have worked to become a brand manager, striving to increase value and profitability for brands, while at the same time, helping those brands connect with the hearts, minds and ultimately decision-making of consumers in the marketplace.

+ BACKGROUND

B.A. Communication Studies, M.A. Public Relations

10+ years B2B & B2C experience Project Management Experiential Marketing

Strategic Planning On-Site Activation Tour Management

Budgeting

Event Planning, Coordination and Marketing

Staff Oversight, Training and Management

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BRANDS

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Account Management

Multicultural Marketing

Sports Marketing

Digital Marketing

MARKETING COMMUNICATIONS SKILL SET 7

SPORTS MARKETING

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+ Sports Marketing Background n  For 2 years at the University of Houston, I served in the capacity of Graduate Assistant of

Intramural Sports where I was responsible for assisting in the day to day operations and management of intramural sports. I coordinated the hiring, training, payroll and evaluation for all intramural sports staff.

n  For one summer with the Houston Texans, I served as the Corporate Development intern. I was responsible for sponsorship activation, maintaining and enhancing relationships with corporate sponsors during events, fulfillment of sponsors requests, fan interaction, coordination of premium items, gameday activation and in-game promotions.

n  For one fall with Reliant Energy, I managed the execution of assets associated with multiple sports marketing sponsorships within the Texas market including the Houston Texans, Houston Astros, Houston Rodeo and Corpus Christi Hooks. Responsibilities included fulfillment of all branding assets in-stadium, online and print, development of activation strategy, development of messaging strategy, oversight of creative direction and timeline, fulfillment of all contractual hospitality and community related assets and budget management.

n  Over the course of four years with the Houston Rockets, I served in various capacities in the organization: grassroots marketing associate, gameday media relations intern and gameday game operations associate. In these roles, I was able to gain an in-depth look at the inner working of a professional sports franchise as I interacted with front office staff, media, corporate sponsors, players and fans.

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University of Houston n  Direct the general administration of all

intramural sports programming.

n  Responsible for promoting, advertising and marketing the intramural sports department.

n  Recruit, hire, train, evaluate, motivate, schedule and supervise student staff of 30+ supervisors and officials and do bi-weekly payroll for the entire department.

n  Develop and administer department policies, with safety as the #1 area of concern.

n  Coordinate equipment and supply purchases and inventory, and oversee a $130,000 department budget.

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Houston Texans n  Work directly with team sponsors to ensure that

sponsorship elements were implemented on game days and in the areas of print, radio, television and web.

n  Assist with game day sponsorship fulfillment and activation and with corporate summits, hospitality events and sponsor outings.

n  Assist with sponsorship fulfillment of marketing programs such as Gatorade Junior Training Camp, NFL 101 for Women, NFL en Español, and NFL Flag Football, NFL Draft Day, Texans Training Camp and Texans Week.

n  Assist with database input (partner profiles, surveys, etc.) and assisted with departmental mailings to sponsors (print work, invitations, packages, etc.) as needed.

n  Assist with proposal development.

n  Capture photos of signage, events, game nights and promotions in order to satisfy sponsor and client contractual obligations and provide “proof of performance” recaps.

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Reliant Energy n  Execute promotional and outreach programs

associated with naming rights, sports assets and community-related sponsorships.

n  Oversee promotional and sponsorship activities at various Houston Texans events, including Texans training camp, game days, Taste of Victory Party and Texans Party at Kemah Boardwalk.

n  Coordinate media coverage for Reliant Energy-related promotions, including the organizing a David Carr/Houston Texans press conference raising awareness for juvenile diabetes.

n  Serve on Reliant Energy Scholarship for Champions scholarship committee and organized the logistics of this promotion for Texans game days.

n  Formulate marketing plans aimed at both the general public and specific marketing targets.

n  Generate media alerts, memos and news releases and distribute them to the media.

n  Analyze post-promotion data in order to strengthen the promotion’s effectiveness when used at other events.

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Houston Rockets n  Work directly with team sponsors to fulfill

contractual obligations regarding the execution of on-court promotions during pre-game, post-game, half time and time outs.

n  Interact directly with fans while executing fan experiences for Group Sales Department.

n  Coordinate event logistics for team entertainment including mascot, cheerleaders and dance teams.

n  Organize and maintain inventory of game and promotional props.

n  Coordinate interview requests for players, coaches and management with media.

n  Execute fan promotions and activities during all home games.

n  Collaborate with Rockets Corporate, Community, Ticket Sales and Marketing Departments to carry out events and promotions throughout the city.

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MULTICULTURAL MARKETING

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+ Multicultural Marketing Background n  For almost one year with TXU Energy, I provided support to the B2C sales

organization responsible for enrollments in consumer facing environments as the Event Marketing Sales Coordinator. I developed and managed strategies for Houston-based event sponsorships and coordination of monthly event sales opportunities monthly. I helped develop activation plans associated with event sponsorships and collaborated with internal creative teams to fulfill assets. I coordinated retail initiatives and partnerships with 20+ retail organizations responsible for providing additional sales opportunities for the company.

n  For nearly three years with Moroch as the Promotions and Events Coordinator and Senior Account Executive, I was responsible for the planning, management and execution of events relevant to general market, African American, Hispanic and Asian consumer markets.

n  For nearly two years with The Marketing Store on the African American I helped the Account Director lead and oversee the budget and annual marketing plans related to media, consumer promotions, branding and merchandising for seven of the largest annual African American events in the country on an annual basis for the National McDonald’s account.

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TXU Energy

n  Organize and oversee brand operations at community events.

n  Coordinate personnel and logistical event information before, during and at post-events.

n  Act as the liaison between the company, its vendors and the public for all events, distributing appropriate information and ensuring all event requirements were met.

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Moroch Advertising n  Manage a $390,000 promotions and events budget and

ensure that all related spending remain fiscally responsible.

n  Create and manage strategic marketing plans based on local, regional and national market objectives and goals.

n  Serve as the local African American Consumer Market lead and oversee budget and annual marketing plans including media, consumer promotions, branding and merchandising.

n  Serve as Young Adult, African American and Urban creative consultant on advertising campaigns and promotional spots.

n  Oversee negotiation and implementation of all sports sponsorships and ensure all activities are executed efficiently within contractual agreement and alignment with brand strategy and business objectives.

n  Help develop marketing and advertising plans for target African American, Hispanic and Asian consumer markets.

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ESSENCE Music Festival n  For more than 10 consecutive years, McDonald’s

has served as the exclusive QSR sponsor for the ESSENCE Music Festival™ presented by Coke in New Orleans, LA over the Fourth of July Weekend.

n  McDonald’s has built the tradition of providing moments of joy and fun to help enhance the brand’s perception via sampling, activation and recognition of leaders who are deeply rooted in the community.

n  For three straight days McDonald’s engages consumers at McDonald’s booth in the Ernest N. Morial Convention Center with dance contests, daily games, prizes and celebrity performances and meet and greets, all while providing samples of the McCafè Smoothies to keep the crowd refreshed and cool. Throughout the years McDonald’s has collaborated with such talented individuals as Tyrese, Eric Benet, Angie Stone, Fantasia, Next and more.

n  In addition McDonald’s flies in over 230 lucky sweepstake winners and their guests to attend the Festival providing complimentary concert tickets and travel accommodations in New Orleans for the Weekend.

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Central Intercollegiate Athletic Association Basketball Tournament

n  The Central Intercollegiate Athletic Association (CIAA) is known as the largest African American collegiate sporting and social event in the country.

n  McDonald’s has served as the exclusive QSR sponsor for 9 consecutive years and every year the three-part activation serves as the cornerstone of the event.

n  Over the three day weekend, McDonald’s engages consumers at the Charlotte Convention Center CIAA Fan Experience with various contests and giveaways of exclusive McDonald’s Arch Cards, CIAA Really Towels and the McDonald’s Deeply Rooted Tote Bag.

n  Throughout the weekend McDonald’s has a presence at the Time Warner Cable Arena with branding on the jumbotron, halftime performances, and providing consumers with the chance to win front row seats for the games.

n  On Saturday McDonald’s takes control of the Time Warner Arena with a record of more than 15,000 fans in attendance for the McDonald’s Super Saturday where guests can join in on the fun with the McDonald’s Flavor Battle Competition, McDonald’s Hot Shot Competition and other special performances.

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Flavor Battle DJ Competition

n  The McDonald’s Flavor Battle is a competition for well known amateur DJ’s from all over the country to take part in a bracket-style, online competition at flavorbattle.com for a chance to win a cash prize and gain a platform for national recognition.

n  Each year, voting is held in a tournament-style online competition. Eventually the top three DJs are chosen to represent one part of the country – and a specific McDonald’s core burger – at a grand finale event.

n  The grand finale event features hip-hop icons who partipate as celebrity hosts and judges to eventually decide who has the most flavor to be crowned as Flavor Battle champion.

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HBCU Football Classics Halftime Sponsorships

n  For the fans of Historically Black College and University (HBCU) football, the Classics represent a long standing tradition of friendly competition on the field and the battle of the bands at halftime.

n  The McDonald’s activation was two-fold: activating in the parking lot during the pre-game tailgate with various consumer activities and activating as the main sponsor of the halftime battle of the bands competition.

n  McDonald’s activations took place at the biggest and best of these annual Classics: The Florida Classic in Orlando, FL; The Circle City Classic in Indianapolis, IN; and The Atlanta Football Classic in Atlanta, GA.

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Smooth Fusion Tour n  The McDonald’s Smooth Fusion Tour was a

national engagement tour that encouraged African American consumers to try McDonald’s new McCafé beverages.

n  Via a customized sampling motor coach, the tour reached consumers in their life spaces, and engages them in a product experience where they live, work and play.

n  Activations were designed to build momentum and excitement as the motor coach visited communities, making a splash with exciting engagements at malls, beauty and barber shops, health clubs and other high-traffic consumer locations.

n  The tour ran from the summer to fall timeframe, encompassing 13 primary markets and along the way, and making stops in 38 secondary markets.

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DIGITAL MARKETING

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+ Digital Marketing Background

n  For the past two years at The Marketing Store as a senior account executive, I have worked on a team that has partnered with McDonald’s to deliver digital and mobile solutions that provide consumers with new ways to connect with the brand. This project has been brought to life in two iterations:

n  One is McD App which is a “show and go” app program currently live in 11 markets across the country that provides customers with various offers via their mobile phones.

n  The other is McDonald’s Mobile App which is a national platform that is fully integrated into the McDonald’s point of sale system.

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McD App

n  Via “show and go” functionality, it provides customers in 11 markets across the country with great deals they can take advantage of.

n  Is active in the following 11 markets: Portland, Seattle, Spokane, Sacramento, San Francisco, Black Hills, Big Sky, St. Louis, Boston, Washington DC and Baltimore.

n  Has been available in the marketplace since November 2011.

n  Has accumulated over 1.9 million users.

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n  A mobile app that is fully integrated in the point of sale systems.

n  Available nationwide.

n  Integration functionality allows for offers that will target customers based on purchasing behavior.

McDonald’s Mobile App 26

Contact Information: Phone: 713-705-4381 Email: jahredw@yahoo.com LinkedIn: www.linkedin.com/in/jahredwilliams

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