Durand Torrence created a personal brand exploration document that outlines his background, career goals, skills, and professional development plan. He was born and raised in Atlanta, Georgia and is currently studying Entertainment Business at Full Sail University. His short term goal is to land an entry-level sales position at a hotel company and long term goal is to establish an international reputation for property sales. He plans to network at industry events, develop his digital marketing skills, and complete mentorship and skills training to pursue a career in hotel sales or event management.

1. PERSONAL BRAND EXPLORATION
Durand Torrence
Project & Portfolio I: Week 3
January 26, 2020

2. IDENTITY
The youngest of three siblings, Durand Torrence was
born and raised in Atlanta, Georgia, which shaped
his work ethic and character. He’s in insurance sales
where he gained his passions for data analytics and
dreams of managing events and sales within the
hospitality industry. Durand is currently enrolled in
the Entertainment Business program at Full Sail
University where he’s focused on developing
analytical marketing skills.

3. PROFESSION
Potential Job Titles:
• Sales Coordinator
• Marketing Coordinator
• Sales Manager
The Gut Next Door Archetype - producing
results with a more personable
interaction. Being able to use learned
traits and my character to achieve goals
and task.
Entertainment Business Management

4. • DEMOGRAPHICS: 55% Male, 35-45 years old, Mostly
Caucasian, Single, College Educated, Located
predominantly in the Midwest United States.
• PSYCHOGRAPHICS: Adheres to schedules, highly
organized. Enjoys social life and events just as
much as their career goals and life aspirations.
• IDEAL AUDIENCE MEMBERS: Melissa Sollid, Senior
Recruiter (Marriott), Pedro Ibarra, Management &
Leadership Recruiter(Marriott)
Recruiters at Marriott, Hilton and InterContinential Hotels
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level sales position at a major hotel company.
‣Connect with at least 10 hotel management
members on LinkedIn by August 31, 2021.
Mid Term: (2026)
• Lead a successful property sales department company
wide.
‣Increase property sales each year by December 31,
2026.
Long Term: (2041)
• Establish a strong international reputation for property
sales.
‣Lead multiple properties, with multiple years of profit
by December 31, 2041.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Excel 87%
Sales 55 %
Data Analytics 70%
Public Speaking 50%
SOFTHARD
Hotel Software 35%
Marketing 10%
Data Analytics 70%
Public Speaking 50%
SOFTHARD

7. I help client realize their dreams and then turn
their dreams into memories.
PROMISE

8. CREDENTIALS
Work Experience:
• 11 years in insurance sales
Education:
• State of Georgia Insurance license
• Entertainment Business, B.S., Full Sail University (Exp. 2021)
Awards:
• State Farm CCC Sales top quarterly sales

9. COMPETITION
Brittany Carmon
Industry Experience:
• Logistics Coordinator, July 2015 - Present
Education:
• Lincoln College Of Technology
Leadership Experience:
• Logistics Coordinator
Skills and Proficiencies:
• Supply Chain Foundations - 9 endorsements
Durand Torrence
Overall Online Presence:
• Less than 200 connections, banner image not yet customized,
amateur headshot, lack of details throughout profile, no
articles published, inactive on social media, URL not yet
customized
• Grade: Poor, 15 out of 100
Industry Experience:
• 11 year insurance sales
Education:
• Current student enrolled in Entertainment Business, B.S. at Full
Sail University
Leadership Experience:
• State Farm CCC Sales, Team Leader
Skills and Proficiencies:
• Public Speaking - 1 endorsements
Overall Online Presence:
• Less than 200 connections, banner image not yet customized,
amateur headshot, lack of details throughout profile, no
articles published, inactive on social media, URL not yet
customized
• Grade: Poor, 20 out of 100

10. COMPETITION
Tracie Kalkbrenner
Industry Experience:
• ~13 years of marketing experience, 1 year
as a marketing manager at PBR
Education:
• Marketing, B.A.
• Sports & Exercise Management, M.A.
Noteworthy Experience:
• Entrepreneurship - President of promotions company for over
3 years with respectable clientele
• Entrepreneurship - Real estate company for nearly 6 years;
could be distracting attention from PBR work
Skills and Proficiencies:
• Ticket Sales - 25 endorsements
• Live Events - 20 endorsements
• Event Planning - 17 endorsements
Durand Torrence
Overall Online Presence:
• 500+ connections, banner image not yet customized, polished
headshot, detailed profile summaries, two recommendations,
notable volunteer work, URL not yet customized, premium
membership
• Grade: Good, 70 out of 100
Industry Experience:
• 11 year insurance sales
Education:
• Current student enrolled in Entertainment Business, B.S. at Full
Sail University
Leadership Experience:
• State Farm CCC Sales, Team Leader
Skills and Proficiencies:
• Public Speaking - 1 endorsements
Overall Online Presence:
• Less than 200 connections, banner image not yet customized,
amateur headshot, lack of details throughout profile, no
articles published, inactive on social media, URL not yet
customized
• Grade: Poor, 20 out of 100

11. BRAND POSITION
Reinforcing integrity and a positive work attitude,
something that is missing in most industries today.
DURAND “THE MAN” TORRENCE
Durand earned the nickname
“The Man” during his days as a
collegiate cheerleader when he
was tasked with leading the
team and while learning new
skills.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• China International Internet & E-commerce Expo
‣ Sep 23-25, 2020 | Shenzhen, China
• American Marketing Association (AMA)
‣ Collegiate Membership | Will Join Fall 2020
• Direct Marketing Association (ANA)
‣ Will Join Summer 2020
Digital Marketing
• Primary Tools: LinkedIn - network with industry professionals to learn
to establish healthy rapports and relationships
• Website: Full Sail digital portfolio site to showcase school work; use
blog to share workshop and conference information and tips

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking someone in senior-level management to assist in my
growth and future endeavors. Expected by July 2021
Formal Education
• Complete Sports Entertainment Business, B.S. by expected
graduation date in 2021
Technical Skills
• WordPress 5 Essentials Training , Oct. 2019
• Excel Foundations - Lynda.com, Sept. 2019
Soft Skills
• Writing Formal Business Letters & Emails - Lynda.com, June.
2019

14. Durand Torrence
Most candidates would start by saying how they
can make the company better with their abilities, but I
would just like to let you know that I focus myself in continual
education in marketing and sales techniques which allows me to consistently
better myself. In doing this, I will continue to make myself better and increase
sales for many years to come.
“
”

15. REFERENCES
AMERICAN MARKETING ASSOCIATION. (2020). AMERICAN MARKETING ASSOCIATION.
Retrieved January 26, 2020, from https://www.ama.org
Ibarra, P. (n.d.). Retrieved October 20, 2019, from https://www.linkedin.com/in/
pedroibarra1/.
Marriott . (n.d.). Retrieved October 20, 2019, from https://jobs.marriott.com/marriott/
jobs/ 19133473?lang=en-us.
ONET Online. (2019, October 15). Summary Report for: 11-2022.00 - Sales Managers.
Retrieved October 20, 2019, from https://www.onetonline.org/link/summary/11-2022.00
Online.Marketing. (2020). Digital Marketing Conference in China 2020. Retrieved January
26, 2020, from https://online.marketing/conferences/cn/
Solid, M. (n.d.). Retrieved October 20, 2019, from https://www.linkedin.com/in/melissa-
sollid-8823a84/.
THEDMA.ORG. (2020). Data Marketing & Analytics. Retrieved January 26, 2020, from
https://thedma.org