1. Andrea Knotts Bona
8309 Ramsgate Court -- Alexandria, VA 22309 -- Phone: 703-799-4158 -- abona@bona.net
Marketing Executive
 Marketing operations executive with more than 20 years of experience in synchronizing marketing and communications
strategies with corporate goals. Eleven years of marketing experience in the association banking sector.
 Respected leader of marketing and creative teams, multimedia divisions, editorial and corporate communications
departments. Conceptualize strategic marketing direction and orchestrate marketing and communications campaigns that
effectively reinforce and build brand images. Specialize in membership recruitment and retention campaign development.
Skills
 Data Driven Campaign Development
 Membership Recruitment and Retention
 Brand Development & Management
 Digital Marketing, Web, Social Media
 Collaboration and Consensus Building
 Marketing Operations & Strategic Development
Professional Experience
AARP Services Inc., Washington, DC 2016 – Present
Consultant
Manage the delivery of a full, multi-channel marketing strategy for the Care Connection caregiving offering and digital
experience. Work with outside agencies to deliver a creative strategy, assets, media plans and metrics to market the service
to consumers. Work with AARP partners to connect Care Connection communication strategies with AARP local market efforts
and enterprise communication strategies through the state and national team and integrated communication groups.
INDEPENDENT COMMUNITY BANKERS OF AMERICA, Washington, DC 2012 – 2015
Vice President of Marketing
Managed marketing team and ensured revenue producing divisions’ marketing objectives were in line with organization’s
strategic direction. Managed ICBA’s endorsed products and the sales of cloud based technology endorsed software solutions
to member banks, primarily the products of ICBA’s preferred service providers.
Selected Accomplishments
 Created a comprehensive member retention program, which achieved a membership retention rate of 97%.
 Created the strategy and tactics for annual member recruitment campaign, recruiting 100 new members.
 Established a marketing strategy for ICBA Strategic Technology, resulting in the sale of $1 million in managed IT
services and software.
ONE ORANGE FEATHER, Alexandria, VA 2009 – 2013
Managing Partner
Provided strategic marketing and communications expertise to create multi-channel programs and digital campaigns for
clients. Created marketing strategies, branding and tactical deployment plans to include social media, media relations, Web
development, message development, speech writing and content creation and collateral material development. Clients
included SIFMA the Consumer Banking Association and DoD contractors.
Selected Accomplishments
 Created brand rules, developed new Web site and instituted consistent messaging to enhance Consumer Bankers
Association’s visibility. Deployed multi-channel digital marketing campaign for Consumer Bankers Association annual
convention, increasing attendance 20% over goal.
 Served as internal speech and script writer and content developer for the multifamily division of Freddie Mac.
 Executed social media strategy and created organizational social media guidelines for SIFMA, increasing brand visibility
and expanding communications strategy.
THE MORTGAGE BANKERS ASSOCIATION, Washington, DC 2004 – 2009
Vice President Strategic Marketing
Managed marketing operations, aligned corporate marketing strategy with organization’s business goals and directed brand
management. Established and led a skilled centralized marketing department of 14, including marketers and graphic
designers, who completed more than 2,700 marketing projects annually to promote education products, meetings and
conventions, membership and government relations.
Selected Accomplishments
 Improved time–to–market for Web site launches by 50%; translated clients’ goals into Web requirements and led cross-
functional development team.

2.  Leveraged strengths in cost-effective marketing management and reduced expenses by 30%, increased sales by 18%,
and increased marketing campaign response rates by 28%.
 Managed a $3.5 million budget and deployed $1.5 million media spend for radio, print and outdoor media.
MCKINLEY MARKETING PARTNERS, Alexandria, VA June 2004 to November 2004
Interim Marketing Manager
Managed marketing activities for clients to include marketing plan development for a new product launch, as well as project
managing 14 tactical marketing campaigns during a 12-week period, generating more than $2.3 million in revenue. Clients
included: Network Solutions, US Pharmacopeia and Healthcare Management Distribution Association.
CELLULAR TELECOMMUNICATIONS AND INDUSTRY ASSOCIATION, Washington, DC 2001 – 2004
Publisher, Internet, & New Media
Transformed daily news operations into a profitable business division, managed two direct report employees. Built strategic
business and marketing plans and associated budgets, led 15–member cross–functional Web Task Force, provided
competitive analysis and manage division’s P&L.
Selected Accomplishments
 Developed innovative multi-channel product marketing campaigns to drive sales and subscription renewals; increasing
renewal rates to 65% and increasing revenue by $125,000.
 Leveraged Web architecture development skills to overhaul antiquated and unproductive Web site, successfully increasing
content volume, transforming Web site into Web portal with e-commerce capabilities.
THE STRATEGIS GROUP / COMMNOW.COM, Washington, DC 2000–2001
Vice President Marketing & Communications
Enhanced sales growth through corporate marketing and communications functions. Managed a $500,000 budget and a 3-
member communications team to provide strategic marketing direction to offices in Singapore, London, D.C., and Sao Palo.
Directed brand management, media relations, corporate positioning, product launches and sales collateral development.
Selected Accomplishments
 Increased international brand recognition by 40%, planned and executed a global branding campaign in partnership with
international office.
 Reduced marketing spend by 50%, increased campaign response rates from 0.02% to 5% by deploying targeted, multi–
channel marketing programs, trade show exhibiting and integrated strategic campaigns for 125 products.
Vice President and Publisher of CommNOW.com 1997-2001
Led first U.S.–based subscription daily online news company. Recruited, hired, and managed staff of 12, including editorial,
Web development, technology, sales and customer service. Managed $1 million budget, reported to the CEO and was a
member of the executive management team. Developed first of its kind email news distribution system in 1997.
Selected Accomplishments
 Led market launch of 3 subscriber–supported daily e-news products and telecom news portal, increasing revenue 166%.
 Enhanced editorial productivity and operational efficiency, achieved a 32% profit margin and increase subscriber base
from 3,500 to 40,000 customers, with 20% international subscribers, through launch of integrated, multi-channel print,
web, direct marketing and sales campaigns.
 Established international publishing brand with significant brand equity through daily delivery of a high-quality editorial
and consistent message platform delivered through multiple channels.
Other Professional Experience
AKB CONSULTING, Alexandria, VA 1996 – 1997
Communications Consultant/Magazine Editor and Speech Writer
PERSONAL COMMUNICATIONS INDUSTRY ASSOCIATION, Alexandria, VA 1994 – 1996
Director of Publications / Editor–in–Chief Newaves Magazine / Convention Planning
PHILLIPS BUSINESS INFORMATION, Potomac, MD 1990 – 1994
Senior Editor/Writer
WADDELL AND ASSOCIATES, Alexandria, VA 1989 – 1990
Editor/Event Planner
Education and Professional Development
BA, Communications and Sociology, James Madison University, Harrisonburg, VA, Cum Laude
Executive Education Program on Negotiation, Harvard Law School and MIT, Boston, MA, 2006