Eric M.

Yaillen

Las Vegas, NV 89134 Tel: 503.358.8216 Email: eyaillen@live.com LinkedIn: www.linkedin.com/in/eyaillen/

MARKETING COMMUNICATIONS CUSTOMER SERVICE EXECUTIVE MANAGEMENT

Profit-driven, client-championing, story-telling, fun broker who propels the power of brand stories using marketing communications vehicles from traditional advertising and PR to experiential events, social media and brand partnerships -- a combination of channels that, when aligned, give organizations growth, financial value and peer envy. Accomplished customer service, customer experience, strategic marketing and communications expert experienced in sports, hospitality, entertainment and technology management with multi-tasking discipline and an authority on managing and developing ROI driven campaigns focusing on the full marketing cycle from awareness and lead generation through customer acquisition and retention, often generating significant results through the development of synergistic partnerships.

CORE COMPETENCIES
Executive Management Budget Creation/Control Contract Negotiation Vendor Management Business Automation/CRM Team Building Customer Service Employee Supervision Strategic Marketing Planning/Execution Branding Brand Development Event Management Partnerships Metrics Analysis/ROI Marketing Communications Social Media Advertising Public Relations Copywriting Multicultural Communications Technology Website Development Software Development Microsoft Office Suite Adobe Creative Suite Quickbooks

CAREER EXPERIENCE KEY ACCOMPLISHMENTS Executive Director, Southern Nevada Golf Association, Las Vegas, Nevada
Responsibilities included running all aspects of the organization, a 501(c)(4) non-profit membership association comprised of 50 member clubs and 9,000 individuals. This included the development and execution of strategic and operational plans as well as managing financial affairs to effectively serve all stakeholders as well as acting as regional representative for the United Stated Golf Association. Key Accomplishments Generated a 50% increase in gross revenues and 25% increase in reserves by developing new revenue sources in digital marketing, member benefit programs, event management services, advertising sales and partnerships. Crafted new tournament/event programs relevant to all demographics and skill levels of members, increasing the total events and participation by more than 500%. Grew number of association affiliated golf clubs by 10%. Put into action new accounting processes to better track and communicate financial position. Developed and put into operation technologies including analytics-based integrated website Content Management, Social Media and Customer Relationship Management systems. Built consensus for significant changes to association policies, procedures and practices. Established new community relationships, and restored previously tarnished relationships.

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Director of Marketing & Communications, Oregon Golf Association, Woodburn, Oregon

Responsibilities included all marketing and communication activities for the Oregon Golf Association, a 501(c)(6) non-profit membership association comprised of more than 300 member clubs and 45,000 individuals as well as its subsidiaries including Oregon Junior Golf and the OGA Golf Course. Key Accomplishments Increased gross revenues by more than 20% by creating and executing new member programs. Improved customer engagement demonstrated in more than a 250% increase in web metrics as a result of creating new websites and pioneering (for the industry) the integration of social media. Led process in creation of Customer Relationship Management systems, ultimately adopted and funded by the United States Golf Association for the benefit of all State/Regional Golf Associations. Steered, crafted and executed organizations first strategic vision plan, marketing and brand plans. Put into operation online registration, scoring and reporting for all championships and events resulting in substantial improvements in media coverage. Developed relevant education programs with other department Directors.

President, Aspen Consulting, Seattle, Washington

As founding consultant for Aspen Information Systems -- an Independent Software Vendor (ISV) specializing in the fitness, golf, tennis and hospitality industries, responsibilities included designing and managing all software development projects; providing consulting services to clubs in areas of information technology, accounting and business operations; managing all marketing functions, developing high-impact advertising and collateral marketing materials and creating websites; writing all user manuals and online help; and administering and conducting software training and customer service programs. Key Accomplishments Helped grow ISV customer base by 250% primarily from upscale, hospital-based or corporate fitness centers. Notable clients included Chelsea Piers, Goldman Sachs, Morgan Stanley, Deloitte-Touche, Toyota, GE, 92nd Street Y and the Lucayan Resort. Created all functional specifications and designed GUI for software systems to handle point-of-sale, accounts receivable, inventory, membership and more. Continued successful relationship with the PGA of America, developing a functional specification for new Section Management Systems as well as accompanying Requests for Proposals.

Director of Marketing, Star Plan Data Systems, Milwaukee, Wisconsin

Developed and directed all marketing plans, budgets and logistical strategies; coordinated all marketing efforts, including brand creation, advertising campaigns, public relations programs and collateral marketing materials. Coordinated special events, analyzed media effectiveness, and negotiated advertising contracts. Wrote all training materials and user guides and conducted all implementation and training programs. Key Accomplishments Increased annual revenues by 100%. Grew customer base nearly 1000% to include several professional mini-tours as well as golf operations in all 50 states and 5 countries. Formulated and executed all marketing plans necessary to make this company a nationally recognized and respected computer firm specializing in the golf and country club markets including finalizing contracts with the PGA of America. Created golf trade education programs including, but not limited to, regular technology education articles in periodicals, education programs at seminars and trade shows as well as development of the PGA of Americas Tournament Management sequence for its Golf Professional Training Program.

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Director of Marketing, SMG/Salt Palace Center, Salt Lake City, Utah

For Spectacor Management Group, a public assembly facility management company, responsibilities included managing all marketing functions including developing sales promotions and acquiring sponsors for in-house managed special events; coordinating local and national public relations programs; writing media releases, developing a prototype events magazine; and supervising a marketing manager. Key Accomplishments Substantially increased net revenues and established record-setting events. For instance, efforts for Skating II led to record attendance exceeding prior levels for this type of event in Salt Lake City by over 2,000 paid admissions. Performances of the Tour of World Figure Skating Champions resulted in net ticket sales that exceeded historical sales for this particular 1-day event by over $100,000. Established a new Salt Palace corporate identity with new logo, trade advertising and collateral materials. Diffused public relations crisis subsequent to three teenage deaths at a Salt Palace AC/DC concert.

Regional Marketing Director / Supervisor, Feld Entertainment, Vienna, Virginia

For this company, heralded as the worlds largest producer of live entertainment including Ringling Brothers and Barnum & Bailey Circus and Walt Disney's World On Ice, responsibilities included development and execution of all marketing programs as well as staffing and training, box office operations, financial audits, and financial settlements; acting as local representative of the show for most media coverage in advance of the show's arrival; supervising advertising and PR agency support personnel in each market (averaging 15 markets each year); and training and supervising several regional marketing directors in all aspects of the position. Key Accomplishments Established numerous attendance and revenue records including a Memorial Day weekend corporate circus record with net revenues exceeding projections 38%. Consistently exceeded revenue projections over a five-year period averaging increases in prior years sales by nearly 10% and exceeding projected sales by nearly 7%, while maintaining expenses under or within budgets. Developed and coordinated an international sales promotion/publicity stunt for Walt Disneys World On Ice that garnered record-setting news exposure and was subsequently utilized throughout the show's 4year world tour as its primary public relations vehicle.

FORMAL EDUCATION
B.A. , Journalism (Cum Laude), Drake University, Des Moines, Iowa M.A., Journalism (Coursework Completed), University of Maryland -- College Park

AWARDS COMMITTEES BOARDS SPECIAL TRAINING

Alpha Delta Sigma (AAF National Honorary Society) USGA GHIN Services Committee USGA CRM Committee USGA Regional Associations Committee The First Tee of Southern Nevada Course Rating & Measuring USGA Handicap System Golf Handicap Information Network (GHIN) USGA Tournament Pairing Program BlueGolf Tournament Management System