Education

M.A., English, University of Virginia , 1996

• American studies concentration

B.A., Humanities, San Jose State University , 1993

• Humanities honors program
• European studies emphasis
• Double minor, British literature and art history

Academic publications

• Master's Thesis: The World's Columbian Exposition: Idea, Experience, Aftermath http://xroads.virginia.edu/~MA96/WCE/title.html
• City Beautiful: The 1901 Plan for Washington, D.C. http://xroads.virginia.edu/~CAP/CITYBEAUTIFUL/dchome.html
• The Columbus Doors: A History http://xroads.virginia.edu/~CAP/COLUMBUS/colhome.html
• Daniel Boone: Myth and Reality in American Consciousness http://xroads.virginia.edu/~HYPER/HNS/Boone/smithhome.html

Recent professional experience

Strategic Communications Manager, Cisco
June 2006-present

Senior member of the IT Strategic Communications team. Duties include:

• Develop brand and messaging for employee communications
• Research and analysis on a variety of topics, including web analytics, communications metrics, and industry benchmarking
• Write and produce weekly e-newsletter and podcast for 11,000+ global IT employees.

Director of Marketing, BetterPhoto.com
June 2005-June 2006

BetterPhoto.com is the worldwide leader in online photography education, offering an approachable resource for photographers who want to improve their skills, share their photos, and learn more about the art and technique of photography.  Role focuses on creating marketing and communications infrastructure for small but growing company.

• Built brand infrastructure, including 2H marketing plan and budget, messaging guidebook, visual style guide, new wordmark, and staff infrastructure, including roles, responsibilities, and reporting
• Conducted research with member base of over 50,000, including demographics, usage patterns, and psychographics
• Developed and executed online and offline advertising program
• Created sales collateral for all products, and member profiles for use in cross- and upselling, as well as with the press

Sr. Manager, Marketing/Corporate Communications, Wyse Technology Inc.
April 1997-May 2005

Wyse Technology is the worldwide leader and number one brand in thin-client computing, offering an alternative to the PC and helping people worldwide communicate and access information affordably. Increased brand awareness and expanded lead generation efforts through project, personnel, and time management skills. Achieved outstanding results with limited budgets through creative problem solving and leadership skills, as well as high levels of energy and determination.

Exercised creative writing and design skills to develop marketing materials and influence and persuade management. Promoted twice with increasing levels of responsibility and scope, including most recently Senior Manager, Corporate Communications.

• Strengthened corporate image and industry awareness and developed leads by orchestrating and executing the optimum mix of public relations, direct mail, trade shows, interactive, collateral, and advertising
• Devised functional strategic goals and objectives, tactical management, and analysis of program effectiveness, including research and writing of annual Integrated Marketing Communications plan
• Budget planning, management, and staffing responsibilities for the corporate and marketing communications department
• Oversaw development and placement of award-winning print advertising campaign
• Developed and expanded employee communications programs, including writing and publishing monthly employee newsletter
• Produced annual worldwide employee kickoff meeting, including creative development, project management and coordination, speaker management, and onsite management
• Managed company trade show activities, including creative development, planning and project management, and onsite management
• Established company spokesperson as de facto expert in thin-client market; increased number of unique visitors to corporate website by three times

Copyright 2005-2008 Julie K. Rose