If you're here, you want build awareness, loyalty and sales with today's super-empowered, connected consumers. However you reach them, what you have to say is either relevant—or ignored. Every available channel must tell your story (or elements of it) with honesty and credibility. Above all, what you say must answer this question: "Why should I care?"

1. RESUME Naomi L. Maloney
Marketing
Communications
Director
naomi@naomimaloney.com
415.244.5750
I
am
an
accomplished
writer
and
conceptual
thinker
who
has
created
powerful
brand
positioning
and
strategic
communications
for
dozens
of
national
products,
services
and
nonprofits.
I
believe
that
the
marketing
communications
process
is
both
quantitative
and
qualitative:
one
that
demands
keen
analytical
skills
along
with
the
talent
to
bring
communications
to
life.
Working
in
tandem
with
research,
product
and
management
teams
I
have:
• Created
decisive,
bold
and
differentiating
communication
strategies
to
support
brand
positioning
and
organizational
goals
• Helped
teams
rally
around
those
strategies
• Written
targeted
marketing
communications
plans
and
supervised
their
execution
Across
both
digital
and
traditional
channels
I
have
maintained
brand
consistency
to:
Increase
market
share
for
Diageo.
One
of
the
world’s
largest
owners
of
premium
spirits
and
wines,
Diageo
sought
to
increase
brand
loyalty
and
sales
through
its
most
visible
brands,
including:
Tanqueray,
Guinness,
Hennessey,
Ketel
One,
Baileys,
Dom
Pérignon
and
Moët
&
Chandon.
As
chief
content
writer,
I
helped
build
the
first
interactive,
online
training
program
for
mixologists.
By
elevating
the
craft
of
mixology,
upscale
establishments
were
encouraged
to
stock
Diageo’s
premium
brands.
Over
10,000
bartenders
in
34
countries
participated;
Diageo’s
reserve
brand
sales
increased
25%.
Open
new
markets
for
Williams-­‐Sonoma.
Drawing
upon
research
and
consumer
insights
on
the
bridal
market,
produced
a
branding/retail
campaign
highlighting
Williams-­‐Sonoma’s
most
aspirational
cookware.
Registries
increased
by
87%;
year-­‐end
sales
goals
were
met
by
Labor
Day.
2012
–
2014:
Director
of
Marketing
and
Communications,
EARN
Built
a
new
Marcom
department
for
one
of
the
nation’s
largest
microfinancing
nonprofits.
Created
all
brand
positioning,
identity,
earned
media
and
launch
materials.
Devised
marketing
communications
strategies
to
support
client
acquisition
and
development,
led
crowdfunding
efforts,
curated
social
media
and
web
content,
managed
EARN’s
crisis
and
general
marketing
communications.
• Won
Mashable’s
top
10
ranking
for
personal
financial
information,
2013
• Launched
the
new
Firefly
Account,
signaling
EARN’s
national
expansion
• Surpassed
the
organization’s
first
crowdfunding
goal
• Increased
event
giving
by
23%
and
seasonal
giving
by
67%
within
one
year

2. 2006
–
2012:
Marketing
&
Communications
Consultant
Developed
competitively
focused
communications
plans,
brand
positioning,
strategic
planning,
and
marketing
content
for
category-­‐leading
national
clients.
The
Bay
Citizen
Led
efforts
to
promote
the
first
launch
of
an
exclusively
online
news
organization.
Strategically
focusing
on
its
unbiased,
fact-­‐based,
nonprofit
status
and
partnership
with
The
New
York
Times,
the
targeted
communications
effort
successfully
positioned
and
promoted
the
organization.
The
Bay
Citizen
has
now
merged
with
the
awarded
Center
for
Investigative
Reporting
(the
longest-­‐running
nonprofit
investigative
news
center
in
the
nation.)
Other
Clients:
Cisco
Apple
Blue
Cross
Four
Seasons
Geiko
Wells
Fargo
Shoretel
Microsoft
P.F
Chang’s
State
Fund
DHL
Enterprise
Whole
Foods
JAMS
1998
–
2006:
Associate
Creative
Director,
Maiden
Lane
Advertising
Supervised
integrated
communications
from
strategic
planning
to
brand
positioning
and
production.
Delta
Dental
Supervised
a
multi-­‐channel
repositioning
effort
alongside
researchers,
account
managers
and
Delta
Dental
C-­‐level
executives.
The
national,
integrated
campaign
included
digital
media,
television,
outdoor,
radio,
print,
direct
mail
and
collateral;
it
successfully
protected—and
increased—Delta
Dental’s
market
share.
Other
Clients:
Williams-­‐Sonoma
Stri-­‐Dex
Fetzer
Vineyards
San
Francisco
Examiner
Chevyʼs
Fisher-­‐Price
State
Fund
TIAA-­‐CREF
TiVo
Webvan
Fireman’s
Fund
1991
–
1998:
Writer,
McKinney
&
Silver
Advertising
Created
television,
radio,
outdoor,
print,
direct
mail
and
collateral
for
an
marketing
agency
specializing
in
premier
luxury
brands.
Clients
Included:
Audi
of
North
America
Ben
&
Jerryʼs
Midway
Airlines
Philips
Lighting
Baker
Furniture
Royal
Caribbean
Cruise
Lines
Norwegian
Cruise
Lines
Fieldcrest
Cannon
Bahamas
Ministry
of
Tourism
Karastan
Hunter
Fan
University
of
Kentucky:
BA
in
Communications/Psychology
Minor
Awards:
Clio,
Cannes
International
Advertising
Festival,
Communication
Arts
Annual
Journal
of
Creative
Excellence,
Print
Design
Annual,
Lürzer’s
International
Archive,
AdWeek
Best
Spots,
AdWeek
Whatʼs
New
Portfolio,
Creativity
Magazine
and
34
Creativity
Annual.
Work
featured
in
Irwin
McGraw-­‐Hill
Contemporary
Advertising,
7th
Edition.