1. LEDA MICHELLE ISENHOUR
127 Planetree Lane Cary, NC 27511 ~ (828) 446-7484
Leda.Isenhour@gmail.com www.ledaisenhour.com Linkedin.com/in/ledaisenhour
MARKETING PROFESSIONAL
Management ~ Target Marketing ~ Market Research ~ Community Relations ~ Communications
PROFESSIONAL EXPERIENCE
2006-Present
Town of Cary, Marketing Specialist
• Developed a data driven marketing plan, which led to a substantial increase of participation and built brand awareness.
Participation increased at a steady rate of at least 6% per year.
• Reviewed and analyzed sales and revenue comparison reports to spot trends in the market. Used this data to structure
specialized annual marketing and communication plans that reflect and compensate for these trends.
• Frequently managed multiple marketing campaigns simultaneously while assuring deadlines were met and the details
were addressed. Conducted evaluations with staff to review and analyze the campaigns’ effectiveness.
• Led the Town in successful initiatives, including: a web based digital communication system, the Town’s first cable
television commercial campaign and the use of social media.
• Researched and launched a digital communication system that allowed citizens the ability to receive communications
from the Town based upon their interest. This type of targeted communication improved marketing efforts by
providing users information that is relevant to their needs. Over 18 months the database grew from 4,000 opt in
readers to 30,000 opt in readers. The average open rate has also seen a 7% increase.
• Improved the Town’s digital and direct mail marketing strategy by using a database to select households based upon
very specific demographics. This improvement decreased the amount of money spent on “blast” marketing
campaigns and resulted in a stronger campaign.
• Produced a series of 25 television commercials annually and tracked their effectiveness. Combined with the right
campaign, commercials frequently increased participation numbers by10% some increasing up to 25%.
• Managed the production from concept to printing of over 30 publications annually. Created and implemented timelines
for each phase of production.
• Ensured that all marketing and promotional pieces were complete and accurate.
• Created and maintained an annual budget.
• Leader of marketing teams consisting of up to 12 staff, goals included: plan development, research and education.
• Frequently instructed marketing education and training classes to groups of up to 40 staff members.
• Managed part time and intern staff.
• Implemented all marketing goals using various tactics including: public relations, press releases, media interviews,
branding, community involvement, ad design, education, business relationships, development and maintenance of
various communication tools including the Town web site.
2005-2006
Town of Kernersville Marketing & Community Relations Manager
• Developed and executed a marketing plan to promote and increase attendance to Town programs and events, build
brand awareness, attract tourist to the area.
• Utilized surveys to gain useful data that reflected marketing efforts. Used data to adjust target markets as needed.
• Implemented these goals through public relations, press releases, media interviews, community involvement, building
business relationships and partnerships, designing visitor information guides and other communication tools
including the Town web site.
2004-2005
Hickory Metro Convention & Visitor’s Bureau Marketing and Administrative Associate
• Hosted and coordinated FAM (familiarization) tours to promote Hickory as a tourism destination. These tours
successfully generated positive media coverage; regionally and internationally.
• Partnered with area Convention & Visitor Bureaus to most effectively utilize efforts of reaching new visitors.
• Tracked and analyzed marketing and advertising initiatives based upon data.
• Updated the website and maintained it as a resource for timely and accurate information.
• Accurately maintained the Visitor Bureau’s accounts payable and receivables.
EDUCATION
2003 APPALICHAIN STATE UNIVERSITY in Boone, North Carolina
College of Business Bachelor of Science in Business Administration/Tourism & Hospitality Management