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Raelin Sawka Musuraca

raelin@8sharp.com

Professional Experience

Marketing and Writing Consultant, March 2001 - present

  • Completed several projects for the Lawrenceville Corporation including a web site for the 16:62 Design Zone and a Marketing Communications plan for a potential Construction Zone. Currently developing a new web site for the Lawrenceville Corporation.
  • Wrote newsletter articles and direct mail copy for CACI's client Software Spectrum. Also managed the design/programming of a Flash-based sales presentation for another CACI client, Boise Office Products.
  • Manage the online marketing activities for Prudential Preferred Realty and Pennsylvania Preferred Mortgage.
  • Manage the online marketing activities for Spirit Harley-Davidson through their ad agency Ideahaus.
  • Completed a web site and content management tool for the Institute of Entrepreneural Excellence at the Katz School of Business, University of Pittsburgh.
  • Worked with the IT team at Cutler-Hamer to design and produce a Power Point presentation used to communicate the group's strategy and goals to the larger corporate entity, Eaton.
  • Researched and wrote an online marketing recommendations report for the Carnegie Library of Pittsburgh.
  • Serving as a consultant to The Lucrum Group, completed a preliminary scope, project plan and budget estimate for a potential web application project, to be used in the business plan for a new company start-up.
  • Desiged and developed the GlobalPittsburgh web site using the NuRelm content management tool.
  • Worked with VigilantMinds, a cyber-security firm, on marketing communications planning, identity design, web site and sales collateral.
  • Completed the business and market planning for Ceramicopia, an e-commerce dinnerware venture, including the writing of a Marketing Communications Plan.
  • Completed an internal process design and implementation project with John Brandy Design Consultants (now Brady Communications).
  • Wrote and designed an online accredited course in Project Management for Multimedia for the Art Institute Online.
  • Project managed, edited / co-wrote, and co-designed web site for SmartOps, a leading supply-chain management software developer, http://www.smartops.com.

marchFIRST, Brand Build / Creative Director,
May 2000 - March 2001

  • Lead local brand strategy, marketing communications and creative team for global Internet firm that blended strategy, technology and creative.
  • For the Brand Build team, lead new business development, office strategic planning, and client service activities.
  • Web application and branding projects range in size from $100,000 to over $2 Million.
  • Clients included Laurel Networks, BillingZone.com, PNC Advisors, PNC.com, UPMC, Giant Eagle and Eldervision.net.

Blattner Brunner, Inc., Team Director, Lighthouse Interactive,
Sept. 1995 - May 2000

  • Managed Lighthouse as the team grew from 6 to 35. Instrumental in company's designation as one of the Top 100 Interactive Agencies in the country.
  • Provided creative leadership during the design of sophisticated marketing programs, web sites and web applications for Fortune 500 and other high-profile clients.
  • Clients included PPG Industries, SEI Investments, Highmark BC/BS, Pittsburgh Paints, Advisorport.com, American Eagle Outfitters, Westinghouse, National City Armada Funds, Greater Pittsburgh Convention and Visitors Bureau, Daily's cocktail mixes, and others.
  • Responsible for profit management, resource alignment, recruiting, personnel management, product quality, and process implementation.
  • Developed Internet / eBusiness strategies for key accounts, maintained client relationships, and conceived marketing and promotional campaigns.

Applied Science Associates, Instructional Designer, 1994 - 1995

  • Designed interactive and print training materials for SmithKline Beecham, Connaught Laboratories, NYNEX, Ameritech, and Cardinal Healthcare.

Novetta Inc., Information Designer / Project Manager, 1993 - 1994

CarnegieWorks, Inc., Information Product Designer, 1992 - 1993

Various Business, Technical and News Publications,
Freelance / Staff Writer, 1988 - 1992

Education

Carnegie Mellon University, Master of Arts in Professional Writing, emphasis in Graphic Design, 1991 - 1992

  • Studied document design, graphic design, and interface design; technical and business writing; rhetoric and persuasion; team received an Apple Computer Interface Design Award.

California University of PA, Bachelor of Arts in English, major in Journalism, 1987 - 1991

Additional Activities

Art Institue Online, Instructor, 2002 - current

  • Currently serve as an Instructor for Writing for Multimedia, History and Analysis of Design, and Media Communications. http://www.aionline.edu

Penn State University, McKeesport, Instructor, 2002 - current

  • Current course: Information Sciences and Technology online/on-ground hybrid, New Media and the Web.

Art Institute of Pittsburgh, Instructor, 1998 - 1999

  • Taught evening courses in Project Management for Multimedia (CD-ROM and Internet design) and Introduction to the World Wide Web (including basic HTML production skills).

Speaker, 1997 - 2001

  • Spoken locally and nationally about web marketing and Internet site development for the Business Marketing Association, Public Relation Society of America, International Interactive Communications Society, and the Instructional Systems Association.

Awards and Recognition


PNC Advisors, 2001
Recognition of Excellence

The items listed below were awarded to Lighthouse Interactive during my leadership.

Pittsburgh Advertising Club, 2000
ADDY - American Eagle Annual Report (Print and CD-ROM)
Certificate of Merit - Daily's: The Party Mix Web Site

Adweek, 2000
Ranked 91 of the Top 100 Interactive Agencies

AIGA Pittsburgh Communications Show, 2000
American Eagle Annual Report
Daily's: The Party Mix Web Site

Web Marketing Association, 1999
PPG.com - PPG Industries Market Resource Centers
Summit Bank Pillar Funds Web Site

Advertising Age, 1999
Ranked 90 of the Top 100 Interactive Agencies

Pittsburgh Advertising Club, 1999
ADDY - Civic Arena Web Site
Certificate of Merit - Westinghouse, WELLAMPS CD-ROM

Pittsburgh Business Marketing Association, 1997
Interactive Agency of the Year

Web Marketing Association, 1997
United Way of Allegheny County Web Site
Pittsburgh Convention and Visitors Bureau Web Site
CCSC - Chambers of Commerce Service Corp. Web Site

A marketing, design and writing professional, I have over ten years of experience leading multidisciplinary teams in the development of award-winning marketing programs and web sites.

CURRENT CLIENTS
Prudential Preferred Realty
Spirit Harley-Davidson
Lawrenceville Corporation
16:62 Design Zone
CACI
Lucrum Group
IEE Katz School of Business
Goodwill Industries of PGH
Univ of PGH e-Design Center
Survival Skills @ Univ of PGH
PAST CLIENTS & PROJECTS
Cutler-Hamer
PPG Industries
Advisorport
PNC Advisors
Armada Funds
VigilantMinds
SmartOps
Giant Eagle
American Eagle Outfitters
Pittsburgh Paints
Versamatic Pump
Highmark BCBS
Mellon Bank
SEI Investments, M@xweb
Burton Morris
Carnegie Library of Pittsburgh
GlobalPittsburgh.org

SKILLS
Marketing Communications
Creative Direction
Brand Strategy and Identity
Web Marketing/Promotions
Search Engine Optimization
Business and Copy Writing
Internet / Intranet Development
Information Architecture
Interaction Design
Content Strategy
Technical Writing
Usability Testing
Process Design
Instructional Design

TOOLS
Dreamweaver
Microsoft Visio
Adobe Photoshop
Adobe Image Ready
Adobe Illustrator
Quark Express
Microsoft Project
Microsoft Office
NuRelm NuContent
Google Ad Words
Overture

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