Sharon McGrath
Marketing Executive
Dallas/Fort Worth Area, US
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Profile:
Summary
VALUE PROP
Adept at simultaneously building brand affinity & sales
Ninja strategist & creative problem solver
Positive and collaborative leader & motivator
KEY DIFFERENTIATORS
B2B & B2C proficient
Highly data- & process-driven creative
Thrives in fast-paced, high-pressure & crisis environments
Experience
2006
Jun
-
2020
Jun
Managing Director, Global Marketing & Communications
Virtuoso Ltd., HDQ / Fort Worth, TX
Fortified the B2B brand identity of this global network of luxury travel agencies and providers that generates over $30 billion in annual travel sales.
▪ Led in-house creative, brand marketing, communications, professional development, and training
▪ Oversaw enterprise migrations from What Counts to Marketo, Media Bin to Bynder WebDAM & Key Survey to Survey Gizmo
▪ Outperformed network engagement goals via targeted communication strategies (+34% YOY)
▪ Evolved Virtuoso events worldwide, serving 10K+ attendees, with 90%+ approval ratings
▪ Co-produced B2B and B2C website launches and relaunches & oversaw corporate content
▪ Drove 5-10% of site traffic through strategic social media strategies
▪ Slashed stock asset costs by $250K by procuring authentic images through strategic promotions
▪ Managed rapid global expansion into EU, APAC, China, and Latin America (22 languages)
▪ Empowered a core team of 15 in addition to matrix staff, agency, and freelance resources
1998
Jan
-
2006
Jun
Director of Marketing
American Airlines / Fort Worth, TX
Oversaw all trade and consumer marketing and research for inflight magazine publishing and programs.
▪ Initiated and executed brand strategies for American Way and all other inflight publications
▪ Launched five magazine websites and new magazine products for Latin America and first-class
▪ Responsible for readership studies, focus groups, and syndicated research story telling
▪ Increased readership by 28% and reduced production costs by 40%
▪ Negotiated partner content agreements & created the American Way Road Warrior contest
▪ Developed and ran an in-house creative agency to serve all AA divisions after 9/11
1996
Jan
-
1998
Jan
Manager of Public & Investor Relations
Haggar Clothing, HDQ / Dallas, TX
Revitalized aging men’s wear line market share through innovative, impactful PR strategies.
▪ Company spokesperson, media POC + managed PR agency (LaForce & Stevens)
▪ Wrote news and earnings releases, directed editorial fashion shoots & developed press kits
▪ Planned shareholder meetings, wrote executive speeches & produced annual reports
▪ Developed crisis management plans & disclosure policies during manufacturing facilities closings
▪ Spearheaded $12.5M ad account review + agency transition (Goodby Silverstein to GSD&M)
▪ Organized media tours and promotions for golf line spokesman, Paul Azinger
▪ Implemented executive team image control strategies including media training
1989
Jan
-
1996
Jan
multiple marketing positions
La Quinta Inns, HDQ / San Antonio, TX
Field Marketing Director (1994 –1996)
▪ National Brand Advertising Manager (1993 –1994)
▪ Relationship Marketing Manager (1991 –1993)
▪ Direct Marketing Coordinator (1989 –1991)
Education
1985
-
1989
Oklahoma State University–Stillwater
Journalism / Advertising, Marketing, English
Skills
