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Gravel grinding

Manager, Media Products & Services

I bring bold ideas to life through brand evangelization, dynamic critical thinking and inquisitive problem solving abilities.

* Collaborative by nature and passionate about using data and metrics to inform change
* Strong leader and team advocate, comfortable with providing hands-on support during periods of high workload
* Champion of operational excellence achieved via efficient workflows, processes and open communication
* Adept in concurrent projects, balancing the day-to-day team needs with project milestone timelines

Passionate about riding bikes and adventure. 

Senior product manager supporting advanced advertising platform evolution; superior client services; media activation systems administration; data consulting across a range of industries in support of collaborative, data-driven decisions. An original member of Known's Culture Collective, driving positive team culture from the bottom up. 

Maintain website and social media profiles for all-volunteer committee focused on promoting trails for health, recreation, and local economic benefits. Current projects include planning and building a trail connecting FDR State Park to downtown Yorktown. 

Vice President

Served as Head of Product, reporting to the CTO. Manage the full lifecycle of the internal media activation platform. Consolidated manual data processes into an automated self-service platform. 

Senior Product Manager, Media Platforms

Evolve internal analytics reporting platform to expose actionable insights to non-technical teams. 

Senior Product Manager, Analytics

Expanded upon the MYC metro's original gravel route that ran within the Golden Apple until 2015. Revived Dirty Apple Ride in 2017 as an independent event with four new routes. Managed all event processes with support from the bike club Board, including route design, registration, logo design, marketing, rest stop offerings, and professional photography. 

Conceived of a very early spring classic, Frozen Apple Ride, with the inaugural event scheduled for March 2020. Managed all event planning with the support from the bike club, including route design, logo design, registration management, marketing, rest stop offerings, professional photography, swag, and volunteer coordination. 

Unfortunately, the Frozen Apple Ride was canceled due to the early days of Covid-19 in the NYC metro area and lives on as an unofficial, free ride on the official route on the first weekend after the start of spring (mid to late March). Anyone with a beanie is an OG supporter. 

Event Director, Dirty Apple Ride / Frozen Apple Ride

Serve on Marketing committee for Golden Apple Ride, the club's annual fall classic, in 2016 and 2017. Developed all-new branding for the ride's 35th year (2017). Designed and maintained the ride's website, GoldenAppleRide.com. Managed and maintained social media profiles associated with the ride and overall club. Designed all email communications. Currently in process of shifting club newsletter and club communications to HTML e-mail. 

Marketing, Golden Apple Ride 

Reporting to the Executive Director (ED), set and guide the strategy for all communications, website, and public relations messages and collateral to consistently articulate New York Bicycling Coalition’s (NYBC) mission. Ensure that NYBC is viewed as the primary source, disseminator, and conduit of information regarding bicycle and pedestrian safety education, awareness, and advocacy in New York State.

• Develop, implement, and evaluate the communications plan across the network's discreet audiences in collaboration with the NYBC team and board
• Generate online content that engages key audience segments and leads to Bike Summit event registration. 
• Manage the development, distribution, and maintenance of all print and electronic collateral including, but not limited to, e-newsletters, social media, educational materials, brochures, and NYBC’s website
• Analyze metrics across social and digital platforms for actionable insights
• Create and distribute press releases and statements

Communications Consultant

Served as head of program scheduling and media planning with extensive interaction with senior leadership. Developed and executed long- and short-term strategic program scheduling and media plans supporting overall network goals. Collaborated with Brand Marketing to align promotional messages across all platforms. Managed up to 4 professionals.	

• Architect of Sprout's Family Movie Night. Negotiated all feature film acquisitions, aligning selections with network brand and within overall budget, resulting in 15%+ percentage ratings increases and bringing in 30+% of new audiences to the network.
• Key stakeholder on program acquisitions team. Researched properties in the marketplace, took pitches, reviewed and made recommendations to senior leadership for content best aligned with the brand, demographics, and network. Acquired 6 new series in 2016, three rated in the Top 5 programs YTD.
• Implemented strategic program schedule changes to improve ratings performance in key demographics

Senior Director, Program & Media Planning

Find out detailed information about Laura Kelly, Manager, Media Products & Services in Yorktown Heights, NY

Laura Kelly: Manager, Media Products & Services in Yorktown Heights, NY

Laura Kelly

Known, LLC

Yorktown Trail Town

Bridge Marketing

MVP Health Care

Westchester Cycle Club

Westchester Cycle Club

New York Bicycling Coalition

NBC Universal

Colorado State University