ROXANNE ROBERTSON

AREAS OF IMPACT
? Media Event Production
? Brand Building & Recognition
? Radio & Television Production
? Public Relations & Media Marketing
? Marketing Campaign Development
? Team Leadership & Staff Management
? Strategic Planning & Tactical Execution
? Commitment to Excellence & Integrity
? Creative Writing & Press Release Creation
? Public Speaking/High-Profile Presentations
? Online Marketing & Publicity Management
? Corporate & Government Communications
? Corporate Branding/Partnership Development
MARKETING & COMMUNICATIONS
Public communications professional who creates and executes innovative, customer
-focused, highly targeted marketing programs that add sustained value, improve m
arketshare, increase brand awareness and generate consistent recurring revenue.
Create and nurture dynamic internal marketing teams and strategic partnerships t
hrough leadership, mentoring, and teamwork. Foster accountability for results.
Drive growth and corporate visibility; deliver highly effective public relations
campaigns to enhance public support and awareness.
15 year career highlighted by increased responsibilities and involvement in high
-profile business initiatives. Consistently exceed expectations, generating medi
a coverage and public interest.
CAREER ACHIEVEMENTS
? Created annual advertising media plans for the New York Transit Museum, reduci
ng agency publication placement costs by 11%.
? Eliminated the need for direct mail media distribution by converting media pla
cements from a print distribution format to an electronic delivery system, savin
g $6,000 annually.
? Established relationships with on-line media outlets, bloggers, and tweeters,
encouraging posts and tweets regarding museum promotions and programming informa
tion; resulted in a substantial and sustained increase in public awareness and i
nterest.
? Collaborated with journalists and negotiated with media sales representatives
directing public and media events to enhance public visibility and increase reve
nue.
? Cultivated strategic relationships with local community and tourism groups to
develop mutually beneficial, cost-effective, promotional media and online opport
unities.
PROFESSIONAL EXPERIENCE
NEW YORK TRANSIT MUSEUM, New York, NY 1996 to 2010
Director, Special Projects
Developed and implemented branding strategies focused on the positive impact of
urban transportation within the MTAs operating region, raising public awareness,
and supporting the museum a competitive entertainment and cultural venue. Lever
aged established media contacts to enhance museum visibility; increase retail pr
oduct sales; and improve tour, exhibit, and program attendance. Authored press r
eleases and compiled press kits to attract media coverage. Created and launched
innovative advertising media plans, including marketing, promotional, community
relations, and strategic planning campaigns in the mass media and on the museum?
s web site. Represented the museum at all public functions and media events. Sup
ervised the introduction of the museum into the social media realm, including Fa
cebook and Twitter. Also managed an advertising budget of $40,000.
Selected Achievements
? Developed a multifaceted media campaign for the 2004 Subway Centennial, includ
ing the selection of two subject matter historians, preparation of press and vid
eo collateral, and the coordination of access to media outlets, resulting in the
generation of numerous stories and articles that substantially increased public
awareness, visibility, and interest.
NEW YORK STATE EXECUTIVE CHAMBER ? Office of Lieutenant Governor, Albany, NY 199
5 to 1996
Director of Communications
Functioned as the NY State Lieutenant Governor?s director of communications, off
icial spokesperson, and press secretary. Accompanied Lieutenant Governor on all
public appearances and speaking engagements. Produced and scheduled state and na
tional public policy media events. Supervised direct reports in the preparation
of events and research of key topics. Directed media relations, authored press r
eleases and media alerts, compiled press kits, conducted online research, and wr
ote journal letters. Operated as official liaison to state government agencies a
nd legislative offices in gathering information to communicate and clarify admin
istration?s position on developing and existing policies. Implemented strategic
plans to obtain radio, television, and print coverage for news issues relating t
o healthcare and childhood education. Supervised the preparation of briefing she
ets and speeches, and oversaw the acquisition and verification of information fo
r meetings, press conferences, and news releases.
Selected Achievements
? Successfully secured media coverage in all field media outlets, effectively in
creasing the Lieutenant Governor?s visibility and enhancing public awareness on
issues relating to child education and healthcare.
WNYC COMMUNICATIONS GROUP, New York, NY 1994 to 1995
Deputy Director of Marketing & Communications
Developed and implemented branding strategies for three New York-based broadcast
stations. Supervised five staff in managing daily publicity and marketing effor
ts, including the production of a monthly programming guide and press kits, and
the coordination of photo shoots and community relations. Managed department bud
get and served as liaison between management and staff, the press, and local com
munity. Met with community groups, journalists, and concerned interest groups to
clarify new mission, gather support, and increase fundraising opportunities.
Selected Achievements
? Initiated a successful marketing publicity campaign to create an integrated ne
ws identity for all stations that increased its marketshare and subsequently res
ulted in a winning bid at auction of $207 million, the largest price ever paid f
or a UHF station at that time.
? Streamlined communication process with journalists, which reduced photo and ma
terials procurement costs.
FOX 5/WNYW, New York, NY 1989 to 1994
Acting Publicity Manager / Program Listings Editor (1991 to 1994)
Functioned as editor of the program listing schedule and oversaw the daily opera
tions of the station?s publicity department, including staff supervision and cor
porate communications. Negotiated services with photographers and outside vendor
s, and managed the department?s budget. Served as liaison between the stations m
anagement team, public relations staff, and FOX Network affiliates worldwide, an
d television press and media outlets, on all programming issues, including local
breaking news and network programming.
? Successfully promoted news and syndicated programs by nurturing relationships
with broadcast and print journalists, editors, and writers.
Associate Satellite Field Producer (1989 to 1991)
Served as associate producer for FOX Network satellite national and internationa
l news feeds. Coordinated WNYW, FOX affiliate, and FOX Network news reports. Aut
hored news summaries, produced field stories, edited video, and conducted backgr
ound research. Booked guests, produced live studio segments, and selected and ed
ited segments for on-air broadcast.
EDUCATION
FORDHAM UNIVERSITY ? Rose Hill Campus, Bronx, NY
MA in Public Affairs / Management
LEHMAN COLLEGE, Bronx, NY
BA in Journalism / Mass Communication