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

Motivated and personable communications professional specializing in PR, strategic marketing and account management
m c b u r t o n .c o m | +1 9 0 4 .70 8. 5 575 | m c a t b u r t o n @ g m a i l .c o m

I N D U S T R Y E X P E R I E N C E
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 - Present 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
Develop, manage and execute the PR, media relations, marketing strategy and advertising campaigns for 5 McDonalds Co-Ops
consisting of 155 restaurants across the Southeast (Charleston, SC Co-Op, Columbia, SC Co-Op, Florence, SC Co-Op, Myrtle
Beach, SC Co-Op, and Wilmington, NC Co-Op)
Lead a team made up of four satellite offices and supervise an Account Supervisor and two Account Executives
Exclusive contact for 24/7 crisis hotline, provide crisis communications support, media policy training and interview coaching
Collaborate with cross-functional teams of McDonalds owner/operators, regional staff, restaurant operations and agency teams to
produce and execute successful business and marketing plans
Evaluate sales, transactions, product-mix, promotions and general market trends to improve on business strategies and tactics
Manage each Co-Ops budget (totaling over $7.8 million) including tracking, reporting and reconciliation of spending
Manage local McDonalds 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
Managed and executed all PR initiatives, media relations, crisis communications, promotions and marketing activations for the
McDonalds 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 McDonalds 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
Managed account service, PR, promotions and field marketing for McDonalds 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 McDonalds 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
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
05/11 - 11/11 P U B L I C R E L AT I O N S I N T E R N
Secured key coverage with national radio, national blogs and local newspapers via successful outreach and pitching for
BlackBerry, Vodafone Australia and Reckitt Benckiser (Veet and Party Feet)
Networked with journalists to produce the agencys first Promotions Bible, a database that streamlined the process to
secure promotional opportunities for clients
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
09/11 E V E N T C O O R D I N AT O R
Coordinated activation of 2011 Annual GAME Conference, a $500,000 three-day event
Managed transfers for attendees, oversaw fluidity between the exhibition and workshops, supervised catering, production
and entertainment; hosting suppliers such as Microsoft, Electric Arts, & Nintendo

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
M A R Y- C AT H E R I N E B U R T O N
Motivated and personable communications professional specializing in PR, strategic marketing and account management
m c b u r t o n .c o m | +1 9 0 4 .70 8. 5 575 | m c a t b u r t o n @ g m a i l .c o m

I N D U S T R Y E X P E R I E N C E
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 - Present 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
Develop, manage and execute the PR, media relations, marketing strategy and advertising campaigns for 5 McDonalds Co-Ops
consisting of 155 restaurants across the Southeast (Charleston, SC Co-Op, Columbia, SC Co-Op, Florence, SC Co-Op, Myrtle
Beach, SC Co-Op, and Wilmington, NC Co-Op)
Lead a team made up of four satellite offices and supervise an Account Supervisor and two Account Executives
Exclusive contact for 24/7 crisis hotline, provide crisis communications support, media policy training and interview coaching
Collaborate with cross-functional teams of McDonalds owner/operators, regional staff, restaurant operations and agency teams to
produce and execute successful business and marketing plans
Evaluate sales, transactions, product-mix, promotions and general market trends to improve on business strategies and tactics
Manage each Co-Ops budget (totaling over $7.8 million) including tracking, reporting and reconciliation of spending
Manage local McDonalds 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
McDonalds 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 McDonalds 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 McDonalds 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 McDonalds 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
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
05/11 - 11/11 P U B L I C R E L AT I O N S I N T E R N
Secured key coverage with national radio, national blogs and local newspapers via successful outreach and pitching for
BlackBerry, Vodafone Australia and Reckitt Benckiser (Veet and Party Feet)
Networked with journalists to produce the agencys first Promotions Bible, a database that streamlined the process to
secure promotional opportunities for clients
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
09/11 E V E N T C O O R D I N AT O R
Coordinated activation of 2011 Annual GAME Conference, a $500,000 three-day event
Managed transfers for attendees, oversaw fluidity between the exhibition and workshops, supervised catering, production
and entertainment; hosting suppliers such as Microsoft, Electric Arts, & Nintendo

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