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Kelly Bruce

Marketing, Event Production | Marketing and Advertising

• New York, NY
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I'm Kelly Bruce, an accomplished marketing professional based in Brooklyn, NY.

Kelly Bruce's Bio:

Kelly Bruce's Experience:

• Regional Marketing Manager, Mid-Atlantic at Acreage Holdings

  May 2019 - Present | New York, NY

  The Mid-Atlantic Regional Marketing Manager (RMM) develops and executes the brand strategy of Acreage Holdings’ portfolio of consumer retail and cannabis product brands within the states of NY, NJ, PA, and MD. Serving as the main conduit between corporate marketing in New York and state General Managers, the RMM works to ensure brand standards are met and exceeded with consumers, coordinates local media PR efforts, and executes promotional sales initiatives. The RMM’s primary focus is supporting our retail locations in the region - driving traffic to stores, ensuring quality execution of visual merchandising guidelines, educating consumers, and reaching out to relevant local media, influencers, and healthcare providers. 
 • Develop and execute a regional marketing plan as a localized extension of brand strategy • Develop and execute sales promotions and seasonal incentive programs for increased consumer engagement • Manage regional execution of marketing initiatives, supported by corporate marketing: local community and physician outreach events and experiential, social media content, website content, local PR • Work closely with state GMs, Regional Retail Managers, and retail staff to drive consumer education, cannabis trade engagement, and cultivate customer loyalty • Support the promotion of our wholesale brands and retail locations before/during/after launch and at key selling moments in the annual calendar • Establish a strong network of regional partners, building the reputation of Acreage Holdings and our consumer brands as a good neighbor and community leader • Ensure all marketing and advertising efforts are compliant with state regulations • Provide local market intelligence to corporate marketing team • Measure, evaluate and report on regional marketing initiatives

• Regional Marketing Manager, Northeast at Deep Eddy Vodka

  June 2017 - April 2019 | New York, NY

  The RMM is responsible for implementing key strategic initiatives to bring the Deep Eddy Vodka brand to life via regional events, activations, and programming. • Drive the development / implementation of our brand marketing programs on a localized scale. • Build and maintain relationships in Northeast / Mid-Atlantic Region with local event producers, influential accounts, service industry personnel, and opinion leaders in key markets (Metro NY, Upstate NY, Boston, Baltimore, DC, Philadelphia). • Work closely with regional sales team to analyze the market, plan, and execute strategies together. Coordinate promotional opportunities, strategic event activations / amplification, and overall development of consumer marketing strategies. • Responsible for the negotiation, planning, on-site management, and follow-up of sponsored events, implementing 360 strategies. • Hire, train, maintain highly-motivated roster of Brand Ambassador staff (aka. Betties) to interact with consumers on brand behalf at event activations. • Manage sample product, POS, and event tool inventory; maintaining and servicing as needed. • Manage local marketing budgets in real time. Submitting thorough and compelling internal reporting in a timely manner, including Key Learnings and honest room-for-improvement assessments. • On & Off-Premise Support: Identifying high-impact potential image accounts throughout the market, building & maintaining key relationships, supporting unique & recurring event opportunities, assisting in creation and execution of custom merchandising as needed to support overall region effectiveness. • Key major initiatives: Firefly Music Fest, Panorama Music Fest, NY Fashion Week, Elements Music & Arts Fest, Billboard Hot 100 Fest, All Things Go Fall Classic, NYC Pride & year-round LGBTQ programming, Bowery Presents & Live Nation music venue sponsorships, House of VANS Brooklyn, Dr. Martens Presents, Record Store Crawl by Warner Music (14-city national program)

• Field Marketing Manager, Outer Boroughs & Long Island at Red Bull

  January 2016 - June 2017 | New York, NY

  The Field Marketing Manager (FMM) is responsible for building the local face of Red Bull in Brooklyn, Queens, Staten Island, and Long Island in the most relevant way and in line with the global and national strategies and priorities. They build strong local networks including opinion-leaders and key influencers both online and offline. They create and implement initiatives in the four key pillars of the marketing mix - Consumer Collecting (Sampling & Collegiate), Sports, Culture, and Communications - while cross-functionally leveraging the On Premise and Off Premise Sales teams. With a finger to the pulse of what makes local consumers tick, the FMM is the brand champion for their region tying national and global activations to local consumers in a credible, authentic way to ultimately grow the business. • Managed 2 Field Marketing Specialists, overseeing 4 Student Brand Managers and up to 30 Wings Team members • Strategic execution of consumer sampling program focused on consumption occasion priorities such as Fitness, Working, Gaming, and Studying • Responsible for marketing activation of branded events in the Outer Boroughs such as Red Bull Sound Select and Red Bull Music Academy Festival • Project management & execution of multi-year partnership with the Brooklyn Nets • Cross-functional amplification of every project, working hand-in-hand with Digital, on-Premise, Off-Premise, Sports, Culture, Activation & Communications, and Media House teams

• General Manager at DoNYC.com (a member of the DoStuff Media Network)

  December 2014 - January 2016 | New York, NY

  Oversee all advertising, partnerships, and event production for the NYC local metro site of the DoStuff Media network. 2015 Accomplishments: • Doubled our user base via strategic cross-promotional campaigns • Expanded overall content to feature more film, art, and performing arts • Improved segmentation of user information for more strategic ad targeting • Brought on more than a dozen new advertising partners Major advertisers and partners locally include: Bowery Presents, Brooklyn Bowl, Webster Hall, Mirrorball, Cogent Entertainment Marketing, Billboard Media, Founders Entertainment (Governors Ball Music Festival, Farmborough), SFX Entertainment (Mysteryland, Electric Zoo, Time Warp, Awakenings), AEG, Live Nation, Scratch DJ Academy, CEG Presents, Northside Media, CMJ Music Marathon, Village Voice, Time Out NY, Relix Magazine, BrooklynVegan, Communion Music, Verboten, Output, Barclays Center, Jukely, Macy's MATTE Project, MeanRed, PACHA / RPM Presents, Uncubed / Wakefield, Wanderlust, WFUV

• Marketing Director at The Lure Group

  October 2012 - October 2014 | New York, NY

  Manage social media, email and digital marketing, advertising spends, deal promotions, event series sponsorships, distributor relationships, and strategic partnerships for Slate, Beekman Beer Garden Beach Club, Governors Beach Club, Clinton Hall, Watermark Bar, Philippe by Philippe Chow, FRONT/ROW Cube (seasonal pop-up space), and Ambrose Hall (along with seasonal off-shoots, Ambrose Beer Garden and Ambrose Surf Club).

• Co-Founder at New Regime Group LLC

  January 2012 - October 2012 | New York, NY

  New Regime Group is a full-service Marketing & Event Production company based in New York City. Founded by Jessica Fafara and Kelly Bruce, two ambitious ladies with extensive experience in corporate and entrepreneurial environments, ventured independently to bring together amazing people and ideas to help businesses and brands thrive in an ever-changing landscape. Visit www.newregimegroup.com for full list of services.

• Marketing & Ad Operations Manager at BlackBook Media & The Access Network Company

  March 2011 - February 2012 | New York, NY

  Brainstorm and create custom sales presentations for RFPs relating to all of our brand products - BlackBook magazine, BBook.com, College Media Network, Access Network's city guide mobile applications, and enterprise software offerings. Craft sales materials, media kits, and sell sheets for the Sales teams working across all properties. Plan, prepare, and execute signature event series, as well as create the sponsorship pitch materials for event programs, working with clients that included: Stoli, Grey Goose, Patron, Heineken, Sebastian, Milagro, Russian Standard Vodka, Radley London, and VOSS. Oversee Sales & Marketing social media initiatives to increase both brand and client followers, raise awareness for client initiatives, drive partner mobile app downloads, and increase brand exposure in smaller markets. Coordinate with Editorial team for the most relevant and timely post-event coverage, client cross-promotion, and venue information updates as needed. Maintain monthly print orders, comp subscription, and verified placement circulation files. Outreach to new openings and relevant venues for participation in our hotel and salon distribution network.

• Freelance Graphic Designer at Michael Angelo's Wonderland Beauty Parlor

  July 2008 - December 2011 | New York, NY

  Create on-demand newsletters, email promos, and event invitations to be sent out to customers and friends of the uniquely stylish hair and beauty salon.

• Sales Planner at Adweek

  October 2010 - March 2011 | New York, NY

  Put together all digital sales proposals. Uploaded finalized insertion orders through CRM and 3rd party systems such as Atlas, Mediavisor, etc. Fielded general advertising inquiry calls and communicated directly with clients regarding proposal revisions, campaign optimization, over/under delivery and necessary re-allocations. Maintained weekly print, digital, and event sales revenue forecasts for all internal and external sales executives. Facilitated and negotiated all Classified ad sales for Adweek's print edition, facilitating copy and design revisions, distributing proofs for client approval, and entering order details into CRM system for billing.

• Sales Coordinator at BlackBook Media & The Access Network Company

  March 2010 - October 2010 | New York, NY

  Manage, forecast, and traffic all online and mobile inventory. Assist account executives in completing print, digital, and mobile RFPs. Field all email and phone general inquiries. Manage ad network and remnant inventory buys. Update and maintain all client accounts assignments by category and geographic location. Maintain issue-by-issue pagination for print layouts.

• Photographer at Island Photography, Inc.

  April 2005 - July 2010 | Glen Cove, NY

  Photographed special events including proms, graduations, sports events and races, reunions, and corporate parties. In charge of setting up and implementing shoots, communicating with on-site contact, and instructing the photographers under my supervision. Worked in-office answering phones, taking orders from customers, updating customer database files, drafting customer service letters, addressing customer complaints, and IDing people in photos for mailing proofs.

• Web Designer at Wenner Media

  December 2009 - March 2010 | New York, NY

  Designed advertising mockups for digital RFPs for UsMagazine.com and RollingStone.com, as well as co-branded ad units, custom hubs, and sponsored pages.

• Web Designer at Nylon Magazine

  August 2008 - December 2009 | New York, NY

  Cropped and edited photographs for online galleries. Designed headers graphics for online feature galleries and articles. Designed weekly e-newsletter. Design in-house ad units promoting internal sales and marketing initiatives, driving sweepstakes entries and subscription sales. Worked closely with Ad Sales department to plan, forecast, traffic, and coordinate all digital sales campaigns run on NYLONmag.com and NYLONGuysMag.com. Photographed for various sections of the website including Street Styles (photographing people on the street wearing clothing of interest to the magazine's readership) and Party Monster (going behind the scenes at photo shoots for the magazine's beauty spreads to photograph models, makeup artists, hairstylists, and the photographers).

• Jr. Online Ad Trafficker at Hearst Digital

  April 2008 - August 2008 | New York, NY

  Traffic digital ad banners sold to run throughout the network of Hearst Digital websites. Work with Ad Sales team to ensure proper execution of online ad campaigns and forecast available impressions for pre-sales pitches to advertisers. Test and run HTML ad tags for custom and rich media units being executed as part of larger advertiser campaigns.

• Editorial Assistant at Progressive Book Club

  October 2007 - April 2008 | New York, NY

  Assisting in all different aspects of the launch of a new progressive-minded online book club. Updated databases and organized general book, author, and publisher information pertaining to the discovery, selection, and acquisition of new titles being consider for distribution withing the book club. Drafted up contracts for book sales and club participation. Created and maintained filing system for contract maintenance.

• Writing Intern/Personal Assistant at Frank Capri Photography

  August 2007 - September 2007 | New York, NY

  Read and suggested edits to celebrity photographer's rough manuscript for upcoming memoir about his career. Ran various errands for photographer in his home studio, including paying bills, setting up for photo shoots, organizing paperwork and negatives for filing, answering and making business calls in studio.

• Editorial Intern at Maxim Magazine

  August 2006 - December 2006 | New York, NY

  Transcribed interviews, researched and fact checked for articles, wrote short pieces to accompany product and location descriptions, called in and returned products for review, opened and sorted mail, and generally assisted editors in any capacity necessary.

• Founder at Hustlebomb LLC

  October 2012 | Brooklyn, NY

  Independent contractor assisting select clients with event sponsorship sales and partnership development, social media marketing, digital marketing / PR strategy, and event production.

Kelly Bruce's Education:

• New York University

  2007 – 2009
  M.S.
  Concentration: Publishing

• State University of New York College at Purchase

  2004 – 2007
  B.A.
  Concentration: Journalism

• Cairo-Durham High School

  1999 – 2003
  High School Diploma

Kelly Bruce's Interests & Activities: