Timothy

T.J. Muro

Profile: Marketing Director

Outstanding t rack r ecord o f c reating a nd e xecuting m ulti-channel m arketing s trategies, p lans, a nd p rograms
that p osition b rands a s l eaders i n c ompetitive m arkets, d rive r evenue g rowth, a nd i ncrease s hare.

Visionary leader with a career marked by creating brand and marketing strategy for both major client accounts and
internal product lines. Expert in consulting with clients to assess and define needs, create cohesive brand identity and
message, and formulate innovative marketing solutions that address market trends and exceed client expectations. Proven
success planning, implementing, and managing integrated, interactive campaigns that involve creative design, web
development, digital and social media, SEO, and e-mail marketing. Recognized for client-facing expertise, thought
leadership, and ability to leverage research analytics to inform campaign development.
He is a driven marketer with both strategic and get in and get his hands dirty capabilities. TJ also has
outstanding customer relationships as a result of his proven ability to foresee and analyze their needs and deliver
results accordingly. ~ Renae Buck, DeVry University Regional Marketing Director
Timothy James is an incredibly creative, quick-thinking, and nimble marketerTJ is also the person you want to
working with you because he is FUN. ~ Gina Caprice Clarke, DeVry Colleague and Owner, Brickhouse Cardio Club
TJ is a strategic thinker that is highly innovative but remains grounded in the ability to take action and deliver
results. ~ Jamie LaRose, DraftFCB Senior Marketing Leader
AREAS OF EXPERTISE INCLUDE:
Branding & Marketing Strategy Media Planning & Strategy Client Management Brand Development & Stewardship
Paid, Earned & Owned Media SEO & SEM Digital, Social Media, Content & Inbound Marketing Integrated Marketing
Accounting Planning & Management Campaign Management Creative Development Web Design & Optimization
Pitch Presentations Lead Generation Business Development Data Analytics & Reporting Marketing Automation

PROFESSIONAL EXPERIENCE

ENCORE MARKETING GROUP, LLC; New York, NY

2013Present

Marketing Consultant
Operate boutique marketing agency to provide brand strategy, website design, digital marketing, search engine
optimization, social media strategy, marketing plan development, go-to-market media, and promotional campaign
development services. Cultivate and maintain client relationships. Submit press releases, feature stories, and by-line articles
to media channels. Monitor market trends and identify opportunities for clients.
Client List: SERVPRO, Shape Street, North Eastern Pile, Cold Spring Harbor Construction, Sno-Haus Ski Shops.
Staff: 5 freelance designers and copywriters. Budget: ~$100K.
! Established profitable, sustainable marketing consulting agency by acquiring small to medium sized business clients
and providing marketing services that exceeded their expectations.
! Created cohesive look, feel, and tone that accurately represents Shape Street business and culture by developing
corporate identity and brand guideline that impacted all communication channels and surpassed client expectations.
! Achieved 67% through-traffic rate, while reducing bounce rate by designing engaging website for Shape Street.
Incorporated persona development, UX and UI best practices, and three-click rule into website design.
! Delivered 20% increase in email open rates, 38% increase in engagement, and 250% increase in fan base in first month
after providing Sno-Haus with clear social media guideline and calendar.

DEVRY UNIVERSITY INC.; New York, NY

20082013

Regional Marketing Director

Promoted from Marketing Manager (2008-2010) and Marketing Director (2010-2011) to drive acquisition of nearly 10K leads
per month for DeVry University and Keller Graduate School of Management locations in Northeast Metro territory
comprised of seven major metro markets. Steered and directed implementation of integrated marketing plans and
strategies to generate leads, raise brand awareness, and meet/exceed enrollment objectives. Determined impact and
effectiveness of marketing campaigns through in-depth ROI analysis on online advertisement click-through rates, website
traffic, and student conversion rates. Managed $3M marketing and advertising budget annually.
Staff: 1 direct reporting Outreach Director. Budget: $3M.
!

Generated more than 2M impressions in one month, influencing ~15% increase in applications, by leading largest out-
of-home media purchase in DeVry history taking all of Penn Station media for one month.

Timothy T.J. Muro

P a g e 2 o f 3

Created more meaningful brand interactions by identifying core target demographic within Northeast Metro region
and aligning media messaging and delivery across all channels.

Propelled email click through and open rates 120% by integrating more engaging content, infographics, and subject
lines in email messages, targeting emails to specific market segments, and embedding rich media within emails.

Drove 300% increase in website lead conversion rate and cut website bounce rate 50% by leading DeVry Metro website
redesign and optimization initiative that improved usability, enhanced user experience, and added more engaging content.

Localized national brand marketing campaign, while maintaining consistent brand identity and message by
representing local transit and digital marketing needs to national brand team.

Boosted enrollment by average of 9% year-over-year by implementing digital, direct mail, print, social media, transit,
and outdoor advertising programs.

Maintained 8%-10% lead conversion rate by guiding lead generation vendors to optimize marketing mix.

Cut aggregator generated leads in half by investing in leads with higher conversion rates generated through media
mix optimization that included paid search, organic search, and website-based leads.

Elevated brand, while improving organic search rankings for managed campuses by contributing to launch of DeVrys
Know-How branded content portal.

MARKETING DESIGN GROUP, INC.; San Diego, CA

20072008

Senior Account Executive

Consulted with large national and international accounts to build marketing/advertising campaign strategies and plans.
Influenced creative development by writing creative briefs and leading brainstorming sessions. Directed development of
creative materials, media print, website development, interactive marketing, and radio buys. Leveraged primary, secondary,
and third party research/analytics.
Client List: International Baking Industry Exposition, Surfaces Expo, Las Vegas BikeFest, SEMA Auto Convention.
Staff: 10 copywriters, digital/graphic designers, art directors, and marketing coordinator. Budget: 100K+ client budgets.
!

Generated $500K+ in new client revenue by successfully introducing digital marketing to traditional media-centric
client base and driving increased client spend in digital, direct mail, and email marketing.

Increased IBIE attendance 10% over prior year by implementing more accessible digital communications via smart
phones and email, as well as partnering with graphic designers, copywriters, and art directors to create compelling
marketing strategies.

Optimized marketing effectiveness for clients by introducing custom branding solutions including direct mail, email,
and corporate branding campaigns.

FREELANCE AGENCY AND CLIENT WORK LLP; Southern California

20062007
Marketing Consultant
Consulted with national brands to create and execute experiential and viral marketing campaigns. Managed creative
production, interactive talent, logistics, operations, research, and event sales with audiences of thousands.
Client List: Bix.com, Boost Mobile, Brahma Beer, DeVry University, Edge Shave Gel, Hasbro, Level Vodka, Napster, Slim
Jim, Snickers, THQ Video Games.
Staff: Up to 20 promotional representatives. Budget: Individual client budgets of up to $100K.
!

Contributed to marketing campaign for launch of Bix.com online contest; Bix.com was later sold to Yahoo! For $12M.

Generated more than 2K+ qualified leads per event by managing onsite experience events for Edge Shave Gel and
Hasbro at LA X Games and San Diego Action Sports Festivals.

Played key role in 17% increase in Brahma Beer sales within Orange County market by creating, planning, and
executing impactful events.

Introduced several new brands to the marketplace, including Union Whiskey, Veev Liquor, and Level Vodka.

Engaged target markets and drove lead generation by developing creative and community engagement concepts.

GMR MARKETING, INC.; Los Angeles and Orange County, CA

Experiential Events Manager / Account Director

20042006

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Orchestrated all regional event marketing operations and long-term promotions for clients in region covering Los Angeles,
San Diego, and Phoenix. Met sales objectives in target markets by defining strategy, direction, branding, and experiential
marketing activities for average of 100 promotional campaigns per month.
Client List: Altria Group (Marlboro), Axe Body Spray, and Miller Genuine Draft.
Staff: 20 employees with 3 Marketing/Promotions Managers. Budget: Client budgets of up to $500K annually.
!

Boosted Marlboro market share 2% in Southern California market by introducing innovative experiential marketing
programs that facilitated appropriate and effective product experiences.

Transformed region into one of agencys leading performers in event execution and product sales growth.

Contributed to 5% increase in Marlboro market share through face-to-face live branded marketing activities.

Lowered employee turnover 80% by fostering collaborative, inclusive work environment with competitive goals that
motivated performance and improved morale.

DRAFT FCB; Charleston, SC

20012003

Events / Market Manager

Promoted Camel and Coca-Cola brands by designing experiential events, booking talent, staging meet and greet
opportunities, spearheading sales efforts, and managing brand ambassadors.
Client List: Camel, Coca-Cola.
Staff: Shared responsibility for up to 15. Budget: ~$150K.
!

Generated 22% increase in revenue by developing and deploying point-of-sales (POS) program to promote accounts.

Recognized for achieving 115% of sales plan with rewards for market performance and retail sales.

Promoted brands at Ozzfest, major rock music festival, by setting up brand booths, placing banners, and staging talent
meet and greets.

Catapulted regional product sales with 300% increase by establishing innovative planning and sales programs that
included placing kiosks in contracted venues.

EDUCATION

KELLER GRADUATE SCHOOL OF MANAGEMENT

Master of Business Administration (MBA), With Distinction (3.8/4.0 GPA)

COLLEGE OF CHARLESTON

Bachelor of Arts in Corporate Communications, Minor in Studio Art

CERTIFICATIONS

MIAMI AD SCHOOL

Certificate in Account Planning for Advertising, Award for Best Creative Brief

AFFILIATIONS

American Marketing Association (AMA)

COMPUTER SKILLS

Microsoft Office Suite, including Advanced Excel | Adobe Creative Suite: Photoshop, Illustrator, InDesign | HTML
WordPress | Salesforce | Google Analytics | Google AdWords | MailChimp | Constant Contact | Adobe Marketing Cloud