TRICIA A.

COOK
(714)338-9462
tricia589@hotmail.com

MARKETING & COMMUNICATIONS

QUALIFICATIONS SUMMARY
Creative, innovative and results oriented professional with dynamic marketing ca
reer in corporate and agency environments. Possess strong record of success in s
trategic planning, goal setting, program development as well as team building an
d leadership, with a desire to create tailored solutions.
- Audience-focused in both traditional and emerging media with the ability to in
tegrate brand messages across multiple channels (print, direct mails, e-mail, ad
vertisements and others).
- Talent in conceptualizing creative solutions to achieve goals.
- Exceptional analytic, presentation, negotiation and communication skills; expe
rt at building top-producing relationships with other professionals.
- Adept at establishing and executing strategic marketing plans, resources and p
rograms within budget.
- Comfortable at performing both full and collaborative responsibility, with abi
lity in providing strategic direction to enhance public image and promote produc
t line services.
- Flexible professional capable of adjusting rapidly to new and challenging situ
ations as well as working well under pressure to meet time-sensitive deadlines.

CORE COMPETENCIES
- Creative Strategy/ Development
- Strategic Marketing Plans
- Promotional/ Guerrilla Marketing
- Database and Direct Marketing
- Product Marketing/ Product Launching
- Brand Strategy
- Market Penetration Strategies
- Online Marketing

PROFESSIONAL EXPERIENCE
THE ART INSTITUTE OF CALIFORNIA - ORANGE COUNTY, SANTA ANA, CA
Director of Public Relations & Marketing ~ 2008-Present
Senior Marketing Manager ~ 2005-2008
Manage full responsibility in overseeing day-to-day aspects of all communication
for a school that offers Bachelor of Science and Associate of Science degrees i
n media arts, design, fashion and culinary arts. This includes determining the m
ost suitable marketing and advertising initiatives including events, internal co
mmunications, community relations and others that drive lead generation and awar
eness.
- Strategically design, develop and implement marketing and public relations pla
n, which includes online, radio, marketing collateral, print, direct and databas
e marketing, social networking, outdoor advertising, events and community relati
ons.
- Ensure projects are strategically developed and delivered on schedule and with
in budget through rendering direct communication as well as creatively preparing
and providing project reports.
- Plan and execute events as well as market and manage public relations; collabo
rate with the community in various industries to ensure awareness of the school
and develop partnerships for cross promotions.
- Successfully promoted from Senior Manager to Director of Public Relations & Ma
rketing.
- Designed and implemented a new creative strategy targeting 16- to 24-year-old
demographic, resulting in 19% increase in the conversion of inquiries to applica
tions and a 30% rise in conversion in local web advertising.
- Developed the first targeted creative and marketing plan that increased enroll
ment in the culinary program by 36%.
- Created, facilitated and executed an award-winning annual multi-level marketin
g and public relations event that drove long-term awareness and inquiries with m
ore than 3,000 attendees this past year.
- Built and maintained industry relationships and partnerships for cross promoti
ons throughout fashion, media arts, design and culinary industries in collaborat
ion with manufacturers, retailers, restaurants and non-profits.
- Led and supervised the California Initiative Marketing Group among eight Art I
nstitutes to expand marketing effectiveness.
AUTHENTIC SPECIALTY FOODS, CHINO, CA
Marketing Manager of Food Service ~ 2001-2004
Worked with a $100M ethnic food manufacturer of La Victoria and Embasa branded M
exican foods; managed all food service brands and product marketing.
- Provided direct leadership to the New Product Development Task Force; conducte
d international markets research and analyses as well as idea generation, produc
t positioning, packaging and product strategy.
- Assessed and created a 5-year strategic vision plan ensuring organizational ef
fectiveness and capabilities.
- Oversaw and maintained strategic creative development of all POS, packaging, t
rade show displays and product training materials to reflect positioning.
- Analyzed and estimated sales for more than 100 products by SKU with a total of
$35M in revenue.
DGWB ADVERTISING, INC., SANTA ANA, CA
Senior Account Executive ~ 2000-2001
Engaged with a small- to mid-size advertising agency with approximately 100 empl
oyees. Tasked to handle and carry out the day-to-day account management of the p
rojects for the $10M KFC franchise group account. Worked collaboratively with th
e creative, production, media buying and web teams to facilitate and execute pro
jects for KFC.
- Oversaw the development of special marketing tests and projects including a ne
w product promotion from inception to post analysis.
- Coordinated with DGWB's internal Hispanic agency to develop an integrated mark
eting and advertising plan for the Hispanic market.
- Communicated directly with media partners, vendors and sports team to develop
and manage promotions.
- Directed and monitored the $10M media placement in television, print, cable, r
adio, sports and traffic sponsorships.
- Efficiently led and developed creative briefs and worked with the creative tea
m with regard to print and radio production.
DEL TACO, INC., LAGUNA HILLS, CA
Field Marketing Manager ~ 1998-2000
Took charge in the development of targeted grand opening manual/plans to build t
he brand and drive traffic including facilitating marketing and media plans for
units in developing markets.
- Effectively led and designed the regional and local consumer marketing plans w
hich increased sales by 12%.
- Directed the consumer print marketing campaigns with a budget of approximately
$1M, which was designed to develop brand awareness and drive sales revenue.
- Proactively conducted monthly classes to managers and directors to instruct th
em on the importance of local marketing programs and how to implement them.
ADVANTICA, CARROWS RESTAURANTS DIVISION, IRVINE, CA
Marketing Coordinator ~ 1994-1998
Originally hired as marketing intern, progressed to promotions coordinator, and
promoted to marketing coordinator position.
- Operated the employee incentive contest, which increased profit by more than $
200K.
- Assumed primary responsibility in overseeing the development and successful im
plementation of a local marketing manual, including 27 promotions designed to ma
ximize sales productivity.
- Efficiently negotiated and closed annual contracts with vendors in order to mi
nimize the internal and external marketing collateral costs by approximately 25%
.

EDUCATION
Bachelor of Arts in Business with concentration in Marketing; Minor in Political
Science
CALIFORNIA STATE UNIVERSITY, FULLERTON, FULLERTON, CA

PROFESSIONAL AFFILIATIONS
Board of Advisors, OC Restaurant Association

AWARDS AND HONORS

- Award-winning Innovative Website Projects (www.shapethehive.com & www.shortsla
shcut.com)
- Quarterly Spirit of Excellence Award, Fall 2009
- Consistently nominated for â⠬ŠEmployee of the Quarterâ⠬ (four times)
- Most Innovative Pitch, Rock the Runway Event 2008

TECHNICAL SKILLS
- Proficient in Microsoft Office Suite (Word, Excel, and PowerPoint) and CARS