resume

 

Sally Murdoch-King

sally@sallymurdoch.com

www.sallymurdoch.com


History of results-oriented PR leadership and content marketing strategy


Public Relations and Content Manager

Graphic Products, Inc. Beaverton, Oregon

May 2016 – Present

Manage all article and news content for $20 million industrial safety supply company. Write articles and manage content of four in-house writers generating 30 articles per month for audience of 500,000.

Put into place the company’s first PR and Content Marketing strategy, outlining goals, reach, SEO, analytics, and content calendar.

Wrote content for a dedicated email targeted to 47K subscribers, resulting in a company record click-to-open rate of almost 40% and generating more than 430 sales leads, while also creating the biggest bump in traffic in Q2.

Manage affiliate program and research and recommend new partners as needed.

Manage social media accounts, growing each fanbase 20% month over month while raising engagement.

Work closely with Email marketing, PPC, SEO, Writing, Sales and Graphics departments to make positive cross-channel impact with consumers.

Help human resources department by developing a strategy and answering negative reviews positively.

Write all press releases and distribute to 150+ press members in the industrial safety field.


Marketing, Communications and Public Relations Consultant

Portland, Oregon and San Diego, California

September 2015 – April 2016

Supported sell-through of Sunshine Dairy and Moonstruck Chocolate drinking chocolate by generating over 40 magazine and influential blog and trade articles, reaching an audience of over 1.2 million. The launch created more buzz than any product Sunshine released in its 80-year history, with sales exceeding any other new company product launch in its first 60 days of production.

Helped launch new women’s soccer uniform for Danish sportswear company Hummel to pave the way for future US launches, getting the story placed in over 230 news stories and broadcasts in under one month, including a top story in People Magazine, a Fox Sports video broadcast, articles in The NY Times, Refinery 29 and more. Total potential audience for the story media was well over one billion.

Wrote content, including white papers, for internal stakeholders and clients on LinkedIn.


Communications Officer

Director’s Office of the Oregon Youth Authority (OYA), State of Oregon, Salem, Oregon

December 2014 – September 2015

Pioneered first-ever agency article to be published on the OR.Gov website, which garners over 2 million views per month. Followed up with series of articles on sustainability, teaching at-risk kids to write and help rescue dogs.

Created more robust web and social media presence on Facebook and Twitter and edited and created six new Wikipedia pages so the agency programs were portrayed in a factual and positive light.

Created internal communications plans for the Office of Intercultural Inclusion and developed new internal webpage to showcase employees.

Wrote internal and external communications pieces using Associated Press style and voice of Director’s Office to an audience of 1,000 employees, OYA stakeholders and legislators.

Wrote and edited clear, concise stakeholder letters and surveys to a variety of audiences that were required sensitive handling of controversial issues as well as confidentiality.


Contract Public Relations Manager

Kona Brewing Company, Portland, Oregon and Big Island of Hawaii

November 2007 – January 2015

Led PR and social media support for Kona Brewing restaurants on the Big Island and Oahu. Brought numerous press to the restaurants, resulting in articles in Today, and appearances on reality TV shows including the Travel Channel, AMC’s Owner’s Manual and more.

Helped Kona grow distribution from 19 US states to all 50 states, plus international distribution in Japan, China, Europe, Puerto Rico and 13 other countries.

Developed and implemented annual marketing plans with initiatives spanning social media, graphic design, PR, content marketing and media buying platforms.

Developed numerous press tours and media events in key markets of California, Hawaii and Florida.

Served as administrator for multiple Facebook, Twitter, YouTube accounts. Tripled client fan bases.

Wrote PR plan including social media for Kona Brewers Festival, a zero waste event raising over $750,000 for Hawaiian charities. Seeded numerous stories such as this one in USA Today.


Contract Communications Specialist

Nike 6.0, Portland, Oregon

August 2006 – November 2007

Provided consistent communications support for new action sports category at Nike, thereby raising exposure from a handful of footwear articles to multiple articles every month in all skate, snow, surf and mainstream magazines.

Helped conceive media tour in Southern California. Set all media appointments and wrote talking points.

Provided extensive PowerPoint metrics reports for all print and digital coverage.


Public Relations and Community Relations Manager

DC Shoes, a division of Quiksilver, Vista, California

February 2003 – August 2006

Created content and managed all outreach and internal communications, including storytelling for weekly newsblast to 120,000 subscribers and raised exposure by 40 percent.

Founded PR for women’s DC division and built sub department to service its needs

Led and mentored PR staff, copywriters, grant writers, fundraisers, publicists and community activists and managed a number of PR firms.

Spearheaded internal newsletter for 200+ employees and wrote all articles.

Led PR and marketing teams through acquisition by Quiksilver in 2004, helping them adapt and thrive in joining a $1.6 billion entity.

Worked extensively with key stakeholders on partnerships including Red Bull, In Case, X Games, Plan B and more.


Advertising and Public Relations Manager

adidas America and Taylor Made Golf, Portland, Oregon and Carlsbad, California

1997 - 2003

Managed all PR for running, action sports, golf and adventure categories, launching ClimaCool and a3 technologies cross-category

Worked closely with internal communications and contributed content and artwork for daily internal newsletter

Developed relationships with lifestyle, sports and fitness editors as well as large media such as CNN, the Wall Street Journal and Forbes. Developed talking points and served as spokesperson wile leveraging editorial relationships with lifestyle and large distribution media such as USA Today and Sports Illustrated


Interests

Love of sport has driven my career; Snowboarding took me to the mountains of Colorado where I worked for the US Olympic Committee. Loving the endless summer of surf, tennis and golf took me to San Diego where I worked for Taylor Made-adidas Golf and DC Shoes. Now back in Portland, we have the best of all worlds and I play tennis competitively as a 3.5 and 4.0 player with the United States Tennis Association (USTA).