1. MICHAEL G. D’AVERSA
(630) 542-1861 ♦ mail2mgd@gmail.com ♦ linkedin.com/in/mdaversa
BUSINESS COMMUNICATIONS MANAGEMENT PROFESSIONAL
Proven multi-channel business communications management professional with over
fifteen years in B2B, B2C, service industry, and franchising environments, plus
extensive analytics, training and instructional design experience. Manage, write,
and edit content for digital and print media, user documentation, and training
manuals. Track, analyze, and monetize meaningful data. Convey complex and
technical concepts to varied audiences in a language that each will understand.
Develop and deliver effective training presentations.
CORE COMPETENCIES
Communications • Business Analysis • Marketing Management • Public Relations
Change Management • Strategic Planning • Project Management • Writing • Editing
Training • Coaching • Public Speaking • Team Building • Social Media • WordPress
PROFESSIONAL EXPERIENCE
Michael G. D'Aversa, Professional Services, Plainfield, IL August, 2017–Present
Senior Consultant
▪ Provided guidance and wrote content for a new Fazio Landscaping website.
▪ Collaborated with the Director of Wisconsin Dental Assistant School to create
a Study Guide for use by students and instructors of the school’s Dental
Assistant training program.
▪ Created SEO-optimized digital content for the Blog and Lawn Care Guide
sections of spring-green.com, the consumer marketing website of
Spring-Green Lawn Care Corp.
Cherry Logistics Corporation, Downers Grove, IL 2009–2017
Business Analyst, Marketing Specialist
▪ Monitored, analyzed, and evaluated vendor performance metrics and
reported KPI results to stakeholders across multiple functions/departments.
▪ Developed and implemented customer and supplier onboarding as well as
new employee orientation processes and documentation.
▪ Developed training materials and user documentation for a new proprietary
operating system utilized in real time by customers, suppliers, and
employees.
▪ Wrote, edited, and published content for the company's website and
networking pages as well as corporate training, policies and procedures.
▪ Regularly met with executive management, department heads, and team
leaders to evaluate priorities and adjust timelines based on the available
data.
2. Michael G. D'Aversa Page Two
Cherry Logistics Corporation (continued)
▪ Created and delivered educational presentations at national conferences of
the Professional Retail Store Maintenance Association (PRSM) on the topics of
supplier qualification and validation best practices and vendor performance
issues.
▪ Created the company's first documented training program for dispatch call
center employees, featuring a series of PowerPoint presentations, handouts,
and an instructor guide, improving customer service and vendor relations.
▪ Presented a consistent voice for the company and brand by writing and
editing business communications, training materials and procedural
documentation across multiple departments.
▪ Analyzed and responded to RFX and bid requests ranging in scale from 1 to
5,000 locations, leading a cross-functional effort to achieve positive revenue
growth via customer acquisition and enrichment.
Michael G. D'Aversa (self), Plainfield, IL 2006–2009
Documentation, Training & Development Consultant
▪ Assisted the Director of Communications for the largest parish in the Diocese
of Joliet with publicity efforts to ensure the success of events such as the
Centennial Mass and Dinner and the launch of a new employment ministry.
▪ Developed and implemented training and scripting for Spring-Green Lawn
Care's national call center program.
▪ Coached and managed a newly hired staff for the 2008 season, reducing
economy program sales from 17% to 7% of programs sold, while increasing
full-service programs from 53% to 63%. Wrote and edited managerial and
training documentation for the department.
▪ Researched source material and interviewed Spring-Green Lawn Care
executives, managers and franchisees as needed to create new corporate
documentation for 2 departments, improving each department's ability to
help new franchisees achieve their financial targets.
Spring-Green Lawn Care Corp., Plainfield, IL 1999–2006
Director of Consumer Marketing
▪ Coached 65-70 franchise owners and managers in the use of marketing,
sales and customer service strategies and tactics, achieving 7 consecutive
years of positive revenue growth and ushering in the first $1 million year by
an independent franchisee.
▪ Developed and implemented a new marketing support program focused on
critical acquisition and retention initiatives, increasing franchisee compliance
by over 50% and resulting in double-digit revenue growth for the first time in
over 10 years.
3. Michael G. D'Aversa Page Three
Spring-Green Lawn Care Corp. (continued)
▪ Directed the development of three generations of www.spring-green.com,
the last of which included e-commerce capabilities not before seen in the
lawn care industry.
▪ Developed a neighborhood marketing strategy to replace failing
telemarketing efforts. Penetrated targeted neighborhoods 3 to 4 times
deeper than at any time prior.
▪ Conducted needs analysis, developed blended online and offline instructional
content, and wrote instructor guides during a 3-year project to develop and
implement a new training and certification program.
▪ Created and promoted a totally new customer newsletter program, doubling
franchisee participation.
OTHER RELEVANT EXPERIENCE
DuKane Chapter A.B.A.T.E. of Illinois, West Chicago, IL 2014–Present
Webmaster — dukaneabateil.org
Public Relations/Publicity Coordinator — Print and Digital Media
▪ Developed all-new chapter website for 2018. Write and publish web content.
▪ Write, edit and distribute news releases to promote the chapter’s annual Toy
and Food Run, suburban Chicagoland’s oldest and largest toy run parade.
▪ Develop digital content to promote the chapter’s annual Toy and Food Run
via social media channels as well as motorcycle enthusiast sites and
publications.
Illini Free Spirit Riders, Aurora, IL 2004–2008
President (07-08), Secretary (04-06)
▪ Strategically positioned the chapter to attract younger, more active
members.
▪ Revitalized the chapter newsletter with the express intent to increase
member involvement by more than 100%.
EDUCATION
University of St. Francis Joliet, IL
Training and Development (Masters Program Courses)
Marquette University Milwaukee, WI
Bachelor of Science, Business Administration
