M A R Y- C AT H E R I N E B U R T O N

+1 904 .708.5575 | mcatburton @ gmail .com

I N D U S T R Y E X P E R I E N C E
V M L , I N C . | S E AT T L E , WA
10/17 - Present AC C O U N T S U P E R V I S O R , M I C R O S O F T AC C O U N T
• Oversee and manage the digital channel marketing and content strategy projects from kickoff to execution for Microsoft Partner
Network’s Go-to-Market programs and Cloud Solution Provider program
• Ensure marketing strategy aligns with business priorities and provides Microsoft partners a connected and personalized experience
that creates engagement and provides value
• Own and maintain strong client relationships with consistent communication, day-to-day account management and timely delivery
of go-to-market campaigns and digital content
• Collaborate with key stakeholders across multiple business groups within Microsoft’s One Commercial Partner team to develop
marketing strategy and communications for various partner and field groups
• Write business strategy input briefs and lead alignment across internal strategy, user experience, project management and creative
teams to ensure web, email, social and go-to-market content deliverables meet objectives and deliver on KPIs
DA LT O N AG E N C Y | C O L U M B I A , S C + R E M O T E LY F R O M S E AT T L E
01/15 - 10/17 AC C O U N T S U P E R V I S O R , M C D O N A L D ’ S AC C O U N T
• Developed, managed and executed the PR, media relations, marketing strategy and advertising campaigns for 5 McDonald’s
Co-Ops consisting of 155 restaurants across the Southeast (Charleston, SC; Columbia, SC; Florence, SC; Myrtle Beach, SC and
Wilmington, NC)
• Led a team made up of four satellite offices and supervised an Account Supervisor and two Account Executives
• Exclusive contact for 24/7 crisis hotline, provided crisis communications support, media policy training and interview coaching
• Collaborated with cross-functional teams of McDonald’s owner/operators, regional staff, restaurant operations and agency teams to
produce and execute successful business and marketing plans
• Evaluated sales, transactions, product-mix, promotions and general market trends to improve on business strategies and tactics
• Managed each Co-Op’s budget (totaling over $7.8 million) including tracking, reporting and reconciliation of spending
• Managed local McDonald’s Mobile App strategy and calendar of offers, consistently growing user acquisitions and restaurant daily
redemptions month over month
• Spearheaded the launch plans and marketing execution for a new chicken sandwich line that continues to outperform the
chicken sandwich sales in markets across the Southeast
• Communications lead for “Buy One, Give One Happy Meal” campaign; developed field guidelines, media messaging and marketing
elements that were adopted by multiple Co-Ops across 3 Regions; local activation resulted in a donation of over 80,000 Happy
Meals to local children in need
12/13 - 12/14 S E N I O R AC C O U N T E X E C U T I V E , M C D O N A L D ’ S AC C O U N T
• Managed and executed all PR initiatives, media relations, crisis communications, promotions and marketing activations for the
McDonald’s of Columbia Co-Op
• Negotiated sponsorship agreements and led the execution of over 50 annual event activations
• Created annual promotional and marketing calendar integrating social media, PR, sponsorships and field marketing
• Managed the Co-Op budget (over $2.2 million) including tracking, reporting and reconciliation of spending
• Completed McDonald’s Worldwide Hamburger University Marketing course, Class of 2014
• Responsibilities also include those listed under Account Executive role
03/12 - 12/13 AC C O U N T E X E C U T I V E , M C D O N A L D ’ S AC C O U N T
• Managed account service, PR, promotions and field marketing for McDonald’s of Columbia Co-Op
• Wrote press releases, media alerts, talking points, ad copy, execution manuals and creative briefs
• Secured over 40 positive media placements and developed personal relationships with local bloggers, TV, radio and print media
outlets elevating brand locally
• Developed and implemented competitive action plans, restaurant grand opening plans and product launch plans
• Managed creative production (traditional, digital and OOH) in accordance with McDonald’s legal standards
• Developed 4-part monthly merchandising guide communicating local and national promotions distributed to restaurants
• Oversaw and produced content for @McD_Columbia Twitter to reach local audiences and influencers
• Hired and managed Agency interns and street teams of 7+
• Promoted from Account Coordinator to Account Executive after only 6 months
05/11 - 11/11 F R A N K P R A U S T R A L I A | S Y D N E Y, A U S T R A L I A | P U B L I C R E L AT I O N S I N T E R N

09/11 R I N S E D S T U D I O | S Y D N E Y, A U S T R A L I A | E V E N T C O O R D I N AT O R

UNDERGRADUATE EXPERIENCE
• The Carolina Agency | Columbia, SC • Director, August 2009 - May 2010
• Dalton Agency | Jacksonville, FL • Account Services Intern, May 2009 - August 2009
• NSAC USC Advertising Team | Columbia, SC • Research Director, Aug 2008 - May 2009
• Water Conservation Social-Marketing Campaign | Columbia, SC • Creator/Project Director, June 2008 - May 2010

EDUCATION
Class of 2010 University of South Carolina | Columbia, SC • Bachelor of Arts in Journalism and Mass Communication in Advertising
02/08 - 06/08 University of Newcastle | Callaghan, Australia • Communications Study Abroad Program

A C T I V I T E S : Big Sister for Big Brothers Big Sisters of Greater Columbia • AAF of the Midlands • Ronald McDonald House
Charities of Columbia, SC volunteer • Harvest Hope Food Bank volunteer • Mentor for 2013 USC CreateAthon