An Experienced Marketing professional

  

Carol Horne

chorne@wordscapecommunications.com

Experienced marketing and communications professional with a knack for getting things done.  An effective campaign manager in paid, owned, shared, and earned channels. An inspiring and inclusive team leader. A communicator with a talent to produce, edit and pitch stories. 


Key skills and experience

· Thirty years hands-on marketing and communications management in tourism and culture sectors

· Direct responsibility for digital and social media marketing programs

· Excellent writing and editing skills

· Demonstrated success in project management especially when coordinating diverse resources and working with partners and stakeholders 

· Twenty years management experience leading a marketing team

· Member of Board of Directors in several community associations

· Experience in community development and land use planning

· Reputation for achieving results

· A collaborative leadership style that emphasizes communication and respect

· Experience in tourism marketing on national and provincial levels 

CAREER HIGHLIGHTS

Chief Marketing Officer

Confederation Centre of the Arts July 2012 – January 2018

· Lead the marketing team at Canada’s national memorial to the founding of the country

· Developed marketing and communications strategies to enhance awareness and generate revenue for Charlottetown Festival, Art Gallery, Mavor’s restaurant and The Showcase gift shop

· Collaborate with senior marketing team to ensure Confederation Centre meets overall goals

· Lead on special projects such as economic impact, digital planning and brand awareness research; 50th and Canada 150 anniversary publications and projects

· Represented Confederation Centre at national and international events

· Ensured coordinated execution of marketing, graphic design, social media, communications and PR, sales, development and guest services activity plans

· Work with local tourism industry to collaborate on marketing and sales efforts

Marketing/Social Media Specialist   2008-2011

Canadian Tourism Commission (CTC)

· Managed the CTC’s online media centre content and functionality

· Managed a program to localize media centre website for five target market countries

· Managed social media elements of campaigns in Europe and Australia

· Led an innovative award-winning virtual culinary project

· Managed electronic direct mail program to US consumers, sharing content with 11 markets

· Managed consumer marketing campaign in US and Mexico

· Led a $3 million multi-media partnership with NBC Universal to promote Canada to US consumers

· Led major partnerships with Condé Nast and American Express Publishing

· Managed an innovative award-winning installation that incorporated an out-of-home twitter stream 

· Edited CTC’s 2010 and 2011 Global Marketing and Sales Plans

Travel Media Relations Manager  2007-2008

Canadian Tourism Commission 

· Project lead on new on-line media centre

· Supervised the organization of the CTC’s annual travel media marketplace which attracts 250 delegates from Canada and nine overseas markets 

· Developed a national media monitoring partnership 

· Developed reforms to existing programs that improved the overall efficiency and effectiveness of the CTC communications program

· Initiated a national media event that introduced an innovative new interactive networking tool that was subsequently used in several national and international media events

Manager, Advertising/Public Relations    1996-2007

Tourism Prince Edward Island

· Managed a team of eight, responsible for all aspects of PEI’s tourism marketing program

· Developed and managed Tourism PEI’s public relations program, relying on my extensive range of contacts in the travel media sector in North America and internationally

· Responsible for the department’s consumer website, digital marketing, public relations program, advertising, publications, literature distribution, content creation

· Lead on online marketing projects; including an ongoing SEO/SEM program

· Worked with team to institute on-line booking system

· Excelled in coordinating resources and finding solutions to issues

· Acted as Department spokesperson for French-language media

Editorial Manager /Editorial Coordinator   1992-1996

Tourism PEI and Enterprise PEI

· Developed and managed a provincial public relations program to communicate business and tourism opportunities and successes to the public both on and off-Island

· Managed Tourism PEI's editorial program, promoting Prince Edward Island around the world

· Responsible for most of the written material produced by Tourism PEI

· Developed a very effective public relations strategy, employing a combination of media visits, press kits, electronic communication and special promotions 

Director of Information  1989

PEI Department of Agriculture

· Developed a wide range of journalism skills, as well as experience in a management capacity

· Responsible for department press releases, daily radio shows, editing a monthly 12-page newspaper, compiling the annual report for the Department and managing the section's budget

Community Development Officer 1985-1989

PEI Department of Industry

· Worked with community groups to develop local ventures

· Worked with local enterprises to develop and fund business plans

EDUCATION

Bachelor of Arts, University of Prince Edward Island 

Master of Arts in Island Studies, UPEI 

Diploma, Resources Planning, Holland College 

Federal government French-language C level (oral) and Exempté level (reading and writing) 

Numerous short courses, webinars, seminars in marketing, social media, finance and accounting and communications

COMMUNITY

Executive Board Member Tourism Industry Association of PEI

Executive Board Member Meetings & Conventions PEI

Communications committee member, Charlottetown Area Chamber of Commerce

Marketing Advisory Committee Holland College

Member Land Use Policy Task Force (2012-2014)

Board Member Charlottetown Film Society

Board Member Island Nature Trust