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Account Director

With a decade of work experience, I have managed fully integrated marketing efforts for global and domestic brands, ranging in size. And because of this exposure, I understand how to transcend brands into the space they want to live, in order to achieve growth and claim market share. Through this experience, I have developed the skills needed to build relationships, think strategically and execute seamlessly, ensuring that marketing objectives equate to branding that is true to the product, relevant to the consumer and different for the category. I am ambitious and enthusiastic by nature, and always committed to achieving success.

I have a successful track record creating and implementing integrated marketing strategies, planning large-scale national events and sponsorship opportunities, budget management, contract negotiation, and market trends research.

My background at Mammoth Mountain Ski Area serving in the marketing and tourism industry has delivered me invaluable skills working with the media by promoting the ski brand on television, radio and online. During this time, I created and executed an overall media relations plan, provided day to day management of PR agency, executed press outreach, media events, media calls, satellite uplinks, crisis communications and press material development. 

I also have in-depth experience managing various projects and events for BMW at Octagon ensuring the success of the brand by creating memorable and innovative experiences for the client and consumer. During my time with Octagon, I planned more than 35 major events for BMW in the Western Region, doubling their activation numbers from 2013 and increasing overall conversion rates by 20%, the most among the BMW of North America Regions.

Most recently, I’ve managed the marketing department for a San Diego-based award-winning marketing agency, i.d.e.a., where I oversaw all internal marketing and public relations including social media, speaking engagements, press release writing, sponsorship research, budget management and more.

Currently, I'm the Account Director for high-profile outdoor sports and lifestyle brands such as Red Bull and BUFF, where I not only handle all day-to-day client management, but I strategically plan and execute on creative elements for my clients to gain exposure in print, online, and TV media.

My goal is to work with a global brand and join a creative, dynamic team where I can lead a team to grow a brand and bring a vision to life, as well as contribute my strengths to the company in the areas of public relations, event planning, marketing, and communications.

•	Experts in the Outdoor, Sports, and Health industries while delivering proactive and professional public relations campaigns
•	Responsible for managing client accounts including BUFF USA, Decathlon, Halo Neuroscience, Red Bull, Mountain Travel Sobek and assisting with other company accounts
•	Creating and driving year-long implementation plans and campaigns, supervising monthly and yearly media re-ports and supporting client brands and their strategic goals
•	Researching and implementing strategic partnerships for clients with athletes, sporting organizations, and influencers
•	Event management supporting and delivering media to client events, organizing press trips, tradeshows, bi-coastal desk sides, and facilitating media appointments
•	Staying on the pulse of all outdoor and sport endemic media to proactively pitch roster of clients for both traditional and non-traditional media outlets

•	Responsible for creating and executing 2017-18 integrated marketing plan and oversees internal marketing for the agency with the goal of garnering awareness and securing i.d.e.a. as a global, award-winning marketing agency
•	Manages all marketing initiatives and content creation for growing the company’s footprint, specifically through sponsorships, speaking opportunities, social media, corporate announcements, company blog, media rela-tions, and creative content ?
•	Spearheads a plan to connect with influential marketing trade and consumer media outlets and journalists to place stories about company news and other initiatives ?
•	Collaborates with prominent members of the company, including executives, to craft and pitch stories, press releases and thought leadership white papers
•	Creatively provides proactive ‘rule-bending’ solutions to putting i.d.e.a. on the map, including creating activa-tions around the company, the work, and the founders

Marketing Supervisor

•	Responsible for planning and executing media events, restaurant grand openings, chef announcements, hospi-tality activations, Yelp Elite events, etc.
•	Developed and executed PR campaigns; writing and distributing of press materials, including press releases, media alerts, bios, product descriptions, social media posts, etc. 
•	Managed current client roster and pitched potential clients to continue new business development
•	Developed strategic communication plans and content to effectively reach target markets and increase brand awareness
•	Conducted weekly meetings prepared with organized agendas and a brainstorm of proactive ideas to garner awareness and secure press through conceptualizing angles for local, regional and national contacts
•	Daily interaction and communication with clients to foster a personal client/publicist relationship and ensure deadlines are met
•	Attended & facilitated photo shoots, interviews, TV segments, hosted client events and more

Senior Publicist

• Responsible for creating, planning and executing all regional events for BMW of North America. Specialist in developing programs that simultaneously support National branding platforms and measurable sales-driving efforts
• Works directly with the client to manage budgets and consults on all sponsorship proposals including negotiating partnerships, hospitality options, venue and vendor contracts
• Manages a team to help facilitate staffing events and coordinating all logistics in regards to vehicles, on-site activations, invitations, registration, working with multiple agencies for lighting/display, Ride & Drive elements, etc.
• Oversees NBA, NCAA, and Live Nation Sponsorships in Los Angeles and San Francisco to ensure all elements are properly executed
• Defines and implements experiential marketing initiatives for BMW of North America in all major markets in the Western Region; manages a $4 MM marketing budget designed to meet lower funnel objectives of increased sales
• Delivers strategic analysis/point-of-view reports on new and on-going regional initiatives; generates a regular status report and proposes changes as warranted
• Develops strategic marketing initiatives to improve upon existing experiential partnerships and present new business opportunities. Liaise with media agencies and advertising partners to determine optimal medium per initiative
• Marketing efforts and events command a 7.2% average conversion as a result of events - the highest rate among the BMW of North America Regions

Account Manager

• Responsible for creating and executing a media relations program for Mammoth Mountain with the goal of publicizing Mammoth as a premiere mountain travel destination to the international, domestic and lifestyle media
• Developing and executing overall media relations plan, providing day to day management of PR agency, executing press outreach, media events, media calls, satellite uplinks, crisis communications and press material development
• Coordinating a group of 100 journalists for their national convention, managing daily events, budgets, and employees
• Creating strategic communication plans for athlete announcements, events, and Southern California marketing initiatives
• Company spokesperson for live talkbacks with news stations including, KTLA, NBC, KUSI, and Fox Sports

PR Manager

• Leading role in establishing, recording and administering virtual tours for MammothMountain.com and increasing average monthly views by 46,902 with an average engagement time of 11 minutes and 20 seconds
• Distributing marketing resort videos to multiple mediums including local TV, national TV, and countless social media websites to increase our average monthly views by over 50%
• Producing/directing and supervising a team for snow reports to air on Fox Sports West and a live pre-game show interview at the Los Angeles Laker’s game on Fox Sports
• Assisting with project management and weekly production updates informing departments on project status
• Tracking departmental budget of $3 million and implementing local advertising plan; Coordinating the development of local advertising, collateral, and direct marketing through a combination of internal and external sources, i.e. posters, emails, fliers, direct mailers, etc.
• Appearing in weekly live interviews with KTLA and other local and national stations as requested by the Weather Channel, CNN, ABC, Fox News, etc.; assisting with satellite uplinks for additional local and national programs
• Tracking media coverage from storms and events like Redbull Snowars, Roxy Chicken Jam, Mammoth SuperPark, USASA Regional competitions, Mammoth West Coast Invitational, etc.

Marketing Communications Coordinator/Snow Reporter

Find out detailed information about Deena Betcher, Account Director in San Francisco, CA

Deena Betcher: Account Director in San Francisco, CA

Deena Betcher

OutsidePR

i.d.e.a.

H2 Public Relations

Octagon

Mammoth Mountain Ski Area

Mammoth Mountain Ski Area

University of Southern California

San Diego State University