George Mason University

Building brands through experiential marketing

Create, host, and produce a regular podcast telling stories of parks, the value they bring, and how to use them.

The Parks Podcast

Host

MUUS

Chief Marketing Officer

Oversee The Wellbeing Project's marketing, communications, and storytelling activities to further the mission to put inner wellbeing at the heart of social change.

The Wellbeing Project

Storytelling Lead and Interim Chief Brand Officer

-  Develop and build a new division, called Roc Live, that integrates music, sports and entertainment to produce strategic content opportunities.
-  Negotiate partnerships with leagues, teams, venues and brands around the world to serve as entertainment and cultural advisor.
-  Create innovative collaborations between brands and the entertainment industry, increasing awareness and cultural relevance.
-  Develop philanthropic programs around social justice, education, mindfulness, literacy and more, merging client’s passions with cultural needs to raise awareness, funds and support around the world.

Roc Nation

Vice President, Global Content Partnerships & Special Projects

-  Manage personal brand of Roc Nation’s of 96 professional athletes in the NFL, NBA, WNBA, MLB, International Football and boxing.  Build community programs, fan engagement opportunities and create programs that would be of value to brand partners and media.
-  Direct the publicity and public relations strategy for all sports clients.
-  Relaunch Roc Nation Sports digital strategy with a consistent voice, original content and general sports integration.  Growing following and engagement by more than 200% in the first 6 months.
-  Restructure the partner activation division to take a proactive role and implement marketing strategy around.
-  Launch Roc Nation Europe division, developing marketing and communication strategy for international soccer players and teams
-  Activate more than $220M in partnerships across client portfolio; manage production, and integrate brand goals to benefit partner and client overall image
-  Organically integrate music into athlete brand initiatives.  Leverage collaborations to grow awareness
-  Build and execute partnership with the NFL; create music and social justice initiatives to better integrate culture into programs
-  Serve as member of executive leadership team for Roc Nation and Roc Nation Sports

Vice President, Sports Marketing & Activation

-  Evaluate historical business plan and develop plan to revitalize the brand and grow the business.  
-  Learn all areas of the business and work with each department to improve efficiencies, production, and customer experience.
-  Rebrand the organization developing and implementing a new logo, packaging, mission.
-  Revise procedures to exceed government mandates.  Work with FDA and Virginia Department of Agriculture implement processes.
-  Analyze organizational and production costs to develop cost of goods and pricing structure.
-  Review company contracts and create new agreements for IT, phone and web services.

Rowena's

General Manager

-  Procured and implemented tug management software system to provide real-time updates to shore, customer and billing, reducing errors, improving revenue and bill turnaround, and securing new business; developed customization to improve efficiency organization-wide.
-  Reviewed, analyzed and upgraded tug technology and infrastructure to improve system reliability, business communication and efficiencies, on land and on the boats.
-  Evaluated service contracts to reduce costs, creating annual savings of more than $200,000.
-  Oversaw staff training and implementation of accounting and expense management software.
-  Developed technology hardware standards to maximize needs based on position, and created a replacement strategy and budget.
-  Created brand standards, oversaw website redesigns, and produced consistent marketing collateral.

Norfolk Tug Company

Branding, Technology & Business Innovations

-  Create a strategic communications plan to ensure strong and consistent messaging to NAA members through website, newsletters, social media, event marketing and external advocacy.
-  Develop and execute a rebranding across all communication platforms.
-  Work with research, audience/circulation, advertising, and public policy departments to put together marketing and communications programs to reach NAA members.
-  Pitch NAA to prospective members, and serve as an advocate and liaison to current members.
-  Determine an overall strategy for the database, setting guidelines for use and increasing the effectiveness of work that is tracked through a CRM system.  Oversee database cleansing initiative, focused on creating a more accurate and reliable database of record.
-  Implement a communication & database opt-in program to improve the quality of NAA mailing lists, to improve member outreach and increase circulation of NAA research and reports
-  Oversee communication agency to increase media awareness and rapid response to media inquiries, and to create a proactive approach to media relationships.
-  Direct the planning, logistics, sponsorship and exhibit sales, speaker selection and execution of the organization’s annual meeting, NAA mediaXchange.

Newspaper Association of America

Senior Vice President, Member Services & Marketing

Vice President, Membership & Marketing

-  Developed long-term brand strategy for Washington Wizards and Mystics, including creating and launching new logos for both teams, and a new overall look for the organization.
-  Oversaw development of annual marketing plans (marketing, new media, public relations, community relations, media relations) including objectives, goals and supporting programs to grow Wizards and Mystics brands.
-  Managed $5 million annual marketing budget.
-  Developed integrated ticket sales, sponsorship and marketing programs to find new, and increase existing, team revenue opportunities.
-  Created promotions department to increase brand awareness and fan base in DC metro area.
-  Provided oversight and direction for marketing elements in new CRM system, improving tracking fans’ activities within organizations.
-  Drove new media strategy to better connect with fans through website and social media.
-  Created a business plan and activation plan for networking all sites and created content development process to maximize the schedule for Monumental Network.
-  Ensured overall game presentation exceeded fan entertainment expectations and met league standards and regulations.
-  Developed strong community relations platform to create a broader fan base in the region and use brand power to give back and raise awareness for local needs in the DC Metro area.
-  Provided oversight and direction for Wizards and Mystics public relations efforts, seeking and optimizing media exposure on and off the court.
-  Developed revenue opportunities for entertainment properties, including Wizard Girls, Mascots and Alumni Association.
-  Oversaw merchandise programs for Washington Wizards.  Work with Team Store and online merchandise partner to ensure selection and service represents team brands.

Washington Wizards

Vice President of Marketing

-  Directed strategic development and implementation of Texans brand through advertising, events, regional marketing, Hispanic marketing, community outreach, TV and radio affiliates, youth marketing, community relations, cheerleader, mascot, pep band and video production.
-  Managed 13 direct reports and a $9 million budget.
-  Oversaw Houston Texans Foundation, including event management, auctions, fundraising, partnership development and funds allocation.
-  Developed advertising plans, scheduled media buys, oversaw creative plans.
-  Encouraged brand consistency in game presentation and entertainment, including graphics, cheerleaders, mascot, pep band programs, and sponsor and event activation.
-  Created annual theme, and oversaw implementation and support across all departments.
-  Increased regional marketing initiatives to grow the reach of Texans brand through radio and TV affiliates, event and youth marketing, and implementation of social networking.  
-  Oversaw Hispanic Advisory Board with top Hispanic businessmen, increased media participation through game broadcast, Hispanic media affiliates, media sales and increased media coverage.
-  Created corporate development partnerships worth more than $3 million.
-  Responsible for in-stadium, online and stand-alone retail stores.  Negotiated contracts with retail providers and oversaw contract execution. 
-  Brought in revenue from appearances and sponsor programs of more than $500,000.
-  Managed pre-season television production, including sponsor in-broadcast opportunities, trafficking and features of the pre-game and in-game shows. 
-  Reorganized and implemented TV and radio affiliate program to increase partnership and promotion, increase regional awareness, and increase our affiliates by 20%.

LONE STAR SPORTS AND ENTERTAINMENT
-  Oversaw marketing for events, including MLS All Star Game, World Cup Bid, USA vs. Mexico Soccer, Shell Houston Open, Kenny Chesney and George Straight concerts and Texas Bowl.

Houston Texans

Director of Marketing & Executive Director of the Houston Texans Foundation

Director of Advertising and Branding

-  Created and executed strategic marketing and business plans for clients.
-  Developed growth opportunities for existing marketing programs.  Managed “Free Outdoor Movies” with The CW Washington, where attendance grew 400% through marketing and promotional partnerships.  Secured additional revenue through event sponsorship opportunities. 
-  Developed new branding campaign for Federal Company to grow their Federal Stone and Brick brand and to introduce Federal Home and Federal Living subsidiaries.  Campaign included new website and print campaign in niche publications.
-  Worked with local media outlets to host month-long promotions supporting launch of The CW Washington Network.
-  Developed business structure for Fusion Marketing, LLC, including set-up of company according to Virginia laws, accounting and invoicing procedures, missions and goals for new business and marketing initiatives.
-  Worked with local media to increase awareness of clients and their programs.
-  Managed production process for print and website projects, including writing, overseeing, and implementing branding initiatives.
-  Client list: The CW Washington (WDCW-TV), Federal Company, LLC, Community Anti-Drug Coalitions of America, A+ Wines, Hawa Construction, Outdoor Movies, Inc

Fusion Marketing

Owner

-  Managed American Dairy Association/Dairy Management, Inc. (DMI) account and their national sponsorship of NFL – including national advertising, retail and school education campaigns.
-  Created and negotiated sponsorships and endorsements with 16 NFL teams and 22 NFL player.
-  Managed $1.2 million budget for team and player partnerships.
-  Coordinated DMI’s committee for evaluation and activation of NFL partnership.
-  Worked with 22 local dairy regions to develop programs to utilize and maximize strengths of teams, retail partners, schools, and NFL to communicate nutrition and fitness/healthy lifestyle message while increasing dairy sales.
-  Developed and oversaw style guide and approval process for artwork and program concepts.
-  Managed sponsorship activation of Super Bowl, including NFL Experience booth and hospitality for DMI Board Members, retail winners and staff.
-  Organized logistics of sending 26 retail prizewinners to Hawaii for 2005 Pro Bowl.
-  Organized and directed photo shoots with NFL Players.
-  Supervised Manager of Marketing Services and intern staff.

Team Services, LLC

Director, Marketing Services

-  Planned and executed game night promotions, giveaways, and sponsor-related activities.
-  Collaborate with sponsors to customize events for their target audiences to achieve their corporate goals.
-  Created and managed $500,000 promotional budget and $700,000 advertising budget.
-  Developed promotional relationships with media outlets.  Implemented programs to increase fan participation in Capitals activities and ticket sales.
-  Selected and managed advertising agency.  Oversaw development of new advertising campaigns – including print, radio, TV, and web – and evolution of the brand.
-  Prepared and pitched media releases to TV, print, radio, and website media for promotional events and activities.  Developed pitches for non-traditional sports stories to obtain non-sports media coverage.
-  Planned special events acknowledging club milestones, including jersey retirements, division championship celebration, and playoff participation.
-  Worked in conjunction with DC city officials, police, fire departments, US Armed Forces, the Pentagon, and surrounding jurisdictions for special events.

Washington Capitals

Advertising and Promotions Manager

-  Planned and executed community marketing events and promotions, including events for NBA Washington Wizards, US Pro Cycling’s 1999 US Postal Service Clarendon Cup, Vintage Virginia, Taste of DC, Washington Auto Show, 1999 Marine Corps Marathon, Children’s Hospital Star Wars Premiere, The John F. Kennedy Center, FOSE, and Major League Baseball Exhibition game.
-  Allocated $250,000 budget to achieve an aggressive 55+ event schedule that marketed the website to more than 50,000 people.
-  Evaluated strategic benefits of events against goals.  
-  Initiated contact and developed proposals for marketing promotions and events. 
-  Coordinated 4-day Web Monsters conference for 40 technology executives from 20 national companies, including Netscape, AOL, New York Times, Excite, and Travelocity.
-  Coordinated technical upgrades of 27-foot promotional vehicle.

Missy Rentz