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Marketing

Marketing consultancy by MJ Arquette including resume and credentials.

Marketing Archer

My approach to marketing can be best described as a parallel to archery. Like archers, marketers must focus on their target, aim intensely and persistently engage. Achieving the goal requires an ability to analyze each shot and make the strategic changes necessary to hit the bullseye. These elements lay the foundation for creating and executing a successful marketing plan – and are strategies I employ for my own clients on a daily basis. 

Prior to launching my own consultancy, I worked for 11 years as an in-house marketer in both the real estate and hospitality industries. In addition to performing a high volume of marketing tasks, both industries are highly people-centric. No hiding in a back cubicle with ear buds for this gal - I learned to execute under all circumstances, frequently involving a time crunch and lots of colleagues in my personal space. In the early days, I identified as a designer. What I learned after a decade of being all things to all people was, that while I am a proficient designer, it is not my strongest asset. While I can create you a website, there are others that can do it better. And that’s OK; wonderful in fact. This journey has allowed me to learn where my strengths really lie, and how I can best put those to work for my clients. 

Areas of Specialty:
Marketing Planning and Execution, Social Media Strategy, Content Development, Website Management, Search Engine Optimization, Photography, E-mail Marketing, Analytics and Reporting, Photo Shoot Direction, Real Estate and Hospitality Photography

It has been a privilege to work with the following organizations: Airlie, Berkshire Opera Festival, Brownfield Realty Advisors, CarderHoward Home Team, The Colonnade Club, University of Virginia Squash, UVA Inn at Darden, Valley Road Vineyards.

Please contact me directly to learn more, or for samples of my most recent work.


Corporate Experience, Technical Skillset, Etc.
Boar’s Head | Charlottesville, Va | September 2010 – June 2015
Creative and Digital Marketing Manager
:: Support the marketing needs of multiple departments in a fast-paced resort environment
:: Produce creative for a variety of channels including print and online media, collateral and e-mail marketing in addition to internal projects such as owner presentations and reports
:: Manage all aspects of the Boar’s Head website including photography, flash and content
:: Possess an intricate understanding of SEO in addition to digital marketing programs such as PPC and Retargeting which all drive qualified traffic to the resort’s website
:: Measure website and media ROI, user engagement and conversion via Google Analytics
:: Manage the Boar’s Head presence on social media channels including Facebook, YouTube, Twitter, Pinterest, TripAdvisor, Yelp, WeddingWire, The Knot, Borrowed and Blue and Google+
:: Photograph hotel renovation projects and seasonal food and beverage shoots
 
Montague, Miller & Co. Realtors | Charlottesville, Va | January 2004 – September 2010
:: Originally hired as Advertising Coordinator for flagship location; promoted to Marketing Director after 18 months
:: Conceptualize and design all components of brand advertising
:: Oversee print advertising for all 8 Montague, Miller & Co. offices
:: Lead marketing workshops to educate Realtors on personal branding
:: Manage Montague, Miller online presence including website and Facebook fan page
:: Collaborate with management to conceive Realtor recruitment marketing collateral

Education
SUNY Potsdam | Potsdam, NY | August 1999 – May 2003
Bachelor of Arts, May 2003
Major: Art Studio
Minor: Art History
 
Professional Affiliation
American Marketing Association | February 2006 – Present
:: Programming Chair, Central Va Chapter, 2012-14
:: Communications Chair, Central Va Chapter, 2009-12
:: President, Central Va Chapter, 2008-09
:: President-Elect, Central Va Chapter, 2007-08
 
Software Proficiency
:: Mac and PC Platforms
:: Adobe: Photoshop, InDesign, Illustrator, Acrobat
:: Microsoft Office Suite
:: Hubspot
:: E-mail Marketing Platforms: Constant Contact, iContact, MailChimp, emma, Digital Alchemy
:: Website CMS: WordPress, Squarespace, Cendyn, Travelclick, HeBS