Christina Dzingala Portfolio 091212

www.christinadzingala.com

Portfolio


About

  Is a crea(ve, resourceful, and dynamic leader with 15+ years of experience

  Works to transform brands and organiza(ons towards sustainability in the digital age

  Understands how to engage audiences in ever-‐changing interac(ve technology

  Understands how to bridge technology with environmental and social responsibility

  Has background in communica(ons, marke(ng, training, technology, and sustainability management

  Can balance diverse needs of internal and external stakeholders in business, government, and non-‐profit sectors

Christina Dzingala is a Solutions Strategist. !She specializes in identifying triple bottom line management solutions that create results. She…!


Critical Skill Set Christina Dzingala has skills to create results…!

•  Business Analysis and Administration!•  Market Research and Positioning!•  Business Development and Marketing!•  Project Management and Leadership!

STRATEGY!

•  Organizational Change and Training!•  Process Design and Improvement!•  Product Development and Branding!•  Communications Planning and Content!

TRANSFORMATION!

•  Resource Efficiency and Management!•  Customer Engagement and Relationships!•  Community Outreach and Partnerships!•  Technology Evaluation and Implementation!

SUSTAINABILITY!


Core Competencies What colleagues say about Christina Dzingala…!  “Since Chris(na assumed the posi(on of Co-‐Chair of the UNA-‐NCA Sustainable Development CommiKee, we have seen expanded

programs, increased communica(ons and improved networking among members. She brings excellent organizing talent to the posi(on as well as providing important content. UNA-‐NCA is grateful for her leadership.” Karen Mulhauser -‐ President, United Na(ons Associa(on of the Na(onal Capital Area

  “I strongly recommend Chris(na for her keen leadership quali(es and team management aKributes. Chris(na was the group leader for her [team], which focused on iden(fying and crea(ng new tourism products and business opportuni(es for the Tourism Cluster of Puerto Plata, Dominican Republic…She was energe(c, efficient and highly effec(ve in execu(ng her many responsibili(es…I am certain she will bring the same level of dedica(on and quality performance wherever she works.” Juan Luna-‐Kelser -‐ Professor, The George Washington University School of Business

  “Chris(na is a tremendous asset to Strategic Sustainability Consul(ng. Most recently, she joined us on a waste audit for a Walmart supplier – jumping in to get her hands dirty and helping with the analysis a_erwards. She made smart recommenda(ons, showed great team spirit, and was a pleasure to work with. I look forward to con(nuing our professional rela(onship into the future!” Jennifer Woo_er – President, Strategic Sustainability Consul(ng

VALUES!•  Adventure!•  Knowledge!•  Honesty!•  Community!•  Innovation!

STRENGTHS!•  Maximizer!•  Futuristic!•  Curiosity!•  Creativity!•  Zest!

SKILLS!•  Analysis!•  Development!•  Leadership!•  Collaboration!•  Communication!

ASSETS!•  Vision!•  Strategy!•  Transformation!•  Sustainability!•  Results!


CASE STUDY: Change Management GOA L :

  To train 50,000+ geographically dispersed users on new enterprise business suite quickly, effec(vely, and cost-‐efficiently

RO L E :   Subject maKer expert for financial, human resources, learning, client management, and

repor(ng enterprise-‐wide business systems and training

A C T I O N S :   Developed and delivered 100+ product marke(ng demos via webinar and road shows

  Developed and delivered 5+ mul(-‐day classroom, webinar, and self-‐study courses

M I L E S TO N E S :   1000+ business units implemented standard opera(ons and 5-‐system suite in 3 years

C H A L L E N G E S :   Resistance to change among business units required ongoing rela(onship management

  High turnover among volunteer workforce necessitated ongoing training to ensure correct system use and data accuracy and security

R E S U LT S :   By centralizing and automa(ng administra(ve func(ons, the organiza(on gained

substan(al cost savings of several millions of dollars annually

  The organiza(on was finally able to effec(vely capture organiza(on-‐wide data for repor(ng, strategic planning, and nego(a(ng with vendors

American Red Cross National Headquarters Sr. Associate, Information Technology

September 2003 – July 2009


CASE STUDY: Web Content Management



GOA L :   To provide geographically dispersed enterprise-‐wide system users and students with

current informa(on and resources to do their job

RO L E :   Training website content manager grow traffic and search engine op(miza(on (SEO)

A C T I O N S :   Created and maintained interac(ve 1-‐stop system user website including product

informa(on, user guides, training, system outages and upgrades, and discussion forum

  Monitored online discussion forum to ensure correct responses to technical ques(ons

  Used Google Analy(cs to track website usage and develop effec(ve SEO and marke(ng

M I L E S TO N E S :   Enhanced system user experience by providing easy access to tools and resources   Increased new 1-‐stop training website traffic by 20% per quarter through SEO

C H A L L E N G E S :   High turnover among large volunteer workforce performing data entry

  1-‐stop website needed ongoing promo(on to create awareness of benefits and features

R E S U LT S :   System users empowered to seek informa(on at 1-‐stop website first and consult with

each other on best prac(ces via the online discussion forum

  Workload cost burden on the tech support call center was reduced by 50%


GOA L :   To ini(ate and implement sustainable prac(ces at Na(onal Headquarters to

demonstrate good financial and environmental stewardship to donors, staff, and public

RO L E :   Founding member of grass-‐roots Green Team to champion sustainability ini(a(ves

A C T I O N S :   Led crea(on of “Green Up the Red Cross” staff awareness campaign and Earth Day Fair

  Nego(ated pro-‐bono graphic design services and green audit services from leading firm

M I L E S TO N E S :   Influenced and gained support of senior execu(ve leadership to fund program

  Implemented Green Team intranet website to share informa(on and resources

  Ini(ated sustainability and recycling strategy in large-‐scale office move

C H A L L E N G E S :   Strong resistance to ini(a(ves from key departments that poli(cized sustainability

efforts rather than looking at the cost savings during organiza(on’s financial deficit

R E S U LT S :   Green Team’s analysis of organiza(on’s opera(ons iden(fied low-‐cost strategies saving

$190k annually toward budget deficit

  Staff awareness campaign created opportuni(es for individual departments to save resources and promote their ini(a(ves and results via Green Team intranet website

CASE STUDY: Sustainability Management




LEAD

ERSH

IP

O RG AN I Z AT I O N :   The DC Net Impact (DCNI) Professional Chapter inspires, educates, and equips professionals to use the power of

business to create a more socially and environmentally sustainable world

RO L E :   VP, Finance & Opera(ons to manage chapter finances, iden(fy technology solu(ons, and maintain award-‐winning

status

A C COMP L I S HM EN T S :

  Led strategic planning to build strong chapter brand, quality programming, and diverse engagement base   Increased membership by 30% in 1 year through social media, QR code, and mobile outreach

  Increased (cket sales to 100% in 3 months and event revenue by 93% in 1 year using Eventbrite and targeted SEO   Increased bank account balance by 30% in 1 year and streamlined transac(ons through mobile and online tools

  Researched and implemented web-‐based technology to facilitate collabora(on and reduce paper and mailing costs

DC Net Impact Professional Chapter Vice President, Finance & Operations January 2011 – September 2012


LEAD

ERSH

IP United Nations Association of the National Capital Area Co-Chair, Sustainable Development Committee June 2011 – August 2012

O RG AN I Z AT I O N :   The United Na(ons Associa(on of the Na(onal Capital Area works to aid the UN in achieving its goals through outreach

RO L E :   Sustainable Development CommiKee Chair to create awareness of climate change and Millennium Development Goals

A C COMP L I S HM EN T S :   Led strategic planning to grow membership interest, support, and involvement in commiKee programs

  Organized 2 annual UN Month events to promote advocacy, educa(on, networking, and outreach   Created and executed communica(ons plan to expand outreach, info exchange, and networking   Grew Sustainable Development target mailing list by 25% in 6 months by ac(vely capturing contact info at each event

  Created networking opportuni(es through LinkedIn group and networking mixers, par(cipa(on grew by 75% in 6 months

  Implemented Google online tools to facilitate virtual commiKee communica(on, collabora(on, and project management


LEAD

ERSH

IP Newark Street Park K-9 Friends Marketing and Communications Strategist July 2012 - Present

O RG AN I Z AT I O N :   Newark Street Park K-‐9 Friends is a non-‐profit organiza(on working in partnership with DC Department of Parks and

Recrea(on to manage and operate the Newark Street Dog Park within the Newark Street Park complex

RO L E :   Marke(ng and Communica(ons Strategist to op(mize opportuni(es to grow outreach, membership, and fundraising by

15% in 1 year

A C COMP L I S HM EN T S :   Led strategic planning to build strong brand, consistent and (mely messaging, and ongoing fundraising

  Created and executed communica(ons plan to expand outreach, engage membership community, and educate visitors   Evaluated and redesigned park signage, website, email news and marke(ng, and social media plasorms for clear,

consistent branding and relevant, (mely content   Maximized opportuni(es for community engagement through mobile technology, QR codes, and Facebook sharing

  Iden(fied Google online tools to facilitate virtual Board communica(on, collabora(on, and project management

Christina Dzingala | www.christinadzingala.com

PROJECT: Strategic Plan

Puerto Plata Culture & Tourism Cluster May 2009 – August 2009

GOA L :   To enhance Puerto Plata as a sustainable des(na(on by recommending strategies for

branding, product development, web portal, and informa(on center as part of a U.S. Agency for Interna(onal Development (USAID)-‐funded economic development project

C L I E N T :   The Puerto Plato Culture & Tourism Cluster develops economic opportuni(es for the

businesses and towns of the Dominican Republic’s North Coast

RO L E :   Project manager for George Washington University management consul(ng team

developing branding and web portal strategy

C H A L L E N G E S :   Changing area’s image from a budget beach resort to a cultural heritage des(na(on

  Crea(ng tourism opportuni(es and the desire to leave all inclusive resorts to experience local culture and aKrac(ons

D E L I V E R A B L E S :   Provided research and analysis of compe((on, market segments, visitor demographics,

and tourism assets for product development

  Designed and conducted visitor exit survey to iden(fy booking and ac(vity preferences

  Produced e-‐commerce plan to engage member businesses with customers

  Recommended website domain name www.puertoplata.com, which client purchased on the spot upon viewing sample promo(onal video demonstra(ng how to use social media and search engine op(miza(on for des(na(on marke(ng



Vucarevich Simons Advisory Group January 2010 – May 2010

GOA L :   To establish Farmers & Fishers Restaurant as a premiere private event loca(on and to

grow private dining event revenue to $1M within 2 years

C L I E N T :   Vucarevich Simons Advisory Group is a bou(que management consul(ng firm

specializing in the food and beverage component of the hospitality industry, Farmers & Fishers restaurant is one of their clients

RO L E :   George Washington University management consultant to develop strategic plan to

meet clients’ needs

C H A L L E N G E S :   Overcoming restaurant’s online reputa(on as mediocre in quality and value

  Restaurant recently underwent rebranding and management changes

  Getng the client to accept that the root issue may be consistency, not loca(on

D E L I V E R A B L E S :   Produced SWOT analysis, situa(on analysis, compe((ve analysis, and gap analysis

  Provided recommenda(ons to op(mize:

  External communica(ons to meet customer needs and expecta(ons

  Technology, training, and processes to deliver consistent high quality products and services in line with restaurant’s sustainability mission


PROJECT: Operations Plan

Youngblood Capital Group May 2010 – July 2010

GOA L :   To develop a sustainable business opera(ons plan for entering the renewable energy

market

C L I E N T :   Youngblood Capital Group is a startup venture focusing on community-‐based renewable

energy projects

RO L E :   Management consultant to facilitate sustainable opera(ons planning for small startup

company

C H A L L E N G E S :   Geographically dispersed workforce necessitated virtual collabora(on and

communica(on tools

  As a startup organiza(on, many aspects were undefined or had not yet been considered

  Limited budget to implement solu(ons

D E L I V E R A B L E S :   Facilitated sessions to iden(fy Youngblood Capital Group’s company vision, mission,

and 2 year goals

  Created virtual office infrastructure using Google tools to facilitate staff research, collabora(on, and communica(on across the globe

  Developed human resources hiring and exi(ng processes, checklists, and 2 year staffing plan to grow organiza(onal capacity


PROJECT: Market Survey

Arlington Convention & Visitors Service May 2010 – August 2010

GOA L :   To posi(on Arlington, Virginia as preferred des(na(on in the Na(onal Capital Area and

grow tourism revenue by surveying the Stay Arlington eClub membership to determine visitor profile, travel needs, interests, and preferences

C L I E N T :   Arlington Conven(on & Visitors Service promotes local businesses to establish Arlington

as the preferred place to stay, shop, dine, and play in the Na(onal Capital Area

RO L E :   George Washington University management consultant to create market survey and

marke(ng plan, interim project manager to complete project

C H A L L E N G E S :   Team’s project manager disappeared 3 days before final report deadline

  Team discovered that project manager had not been communica(ng with client and ques(onnaire had not been distributed per project schedule and plan

D E L I V E R A B L E S :   Developed ques(onnaire and administered email survey via Survey Monkey   Analyzed data trends and produced data charts

  Provided client with recommenda(ons for tourism product development and marke(ng to target market segments based on survey results


PROJECT: Marketing Plan

Albuquerque Convention & Visitors Bureau September 2010 – December 2010

GOA L :   To promote Albuquerque as a unique, affordable, and quality conven(on des(na(on

and grow city-‐wide conven(ons in the trade/commercial/business associa(on market segment by 6% within 1 year

C L I E N T :   The Albuquerque Conven(on & Visitors Bureau strives to promote the city as a

preferred des(na(on for business and leisure travel and create opportuni(es for local residents and businesses

RO L E :   Project manager for George Washington University management consul(ng team to

develop a marke(ng plan

C H A L L E N G E S :   Tight consumer and client budgets during economic recession

  S(ff compe((on from other des(na(ons facing similar economic challenges

  Exis(ng transporta(on, lodging, and mee(ng space infrastructure limits conven(on size

D E L I V E R A B L E S :   Produced SWOT analysis, situa(on analysis, and market analysis to determine strategy

  Developed marke(ng ac(on plan, incorpora(ng extensive use of mobile and social media, to create excep(onal value for mee(ng planners and a unique and memorable experience in Albuquerque, New Mexico for aKendees


PROJECT: Business Plan

Groundswell (Formerly WeatherizeDC) October 2010 – March 2011

GOA L :   To s(mulate community economic development by crea(ng consumer demand for

residen(al energy efficiency audits and weatheriza(on services

C L I E N T :   Groundswell is a social enterprise working to develop community based opportuni(es

for jobs, businesses, and residents around clean and efficient energy use

RO L E :   DC Net Impact Service Corps management consultant to facilitate business planning for

local organiza(ons

C H A L L E N G E S :   As a start-‐up organiza(on, many aspects were not yet or clearly defined

  Renaming and rebranding the program to be able to scale it na(onally

D E L I V E R A B L E S :   Led sessions to iden(fy client needs and facilitate product development, financial

modeling, marke(ng strategy, and business planning

  Produced market analysis, SWOT (Strengths, Weaknesses, Opportuni(es, and Threats) analysis, financial model, and business plan for residen(al weatheriza(on services



Anacostia Trails Heritage Area April 2011 – May 2011

GOA L :   To enhance the quality of life for the area’s residents and businesses by strengthening

economic opportuni(es through a high quality, cohesive tourism strategy

C L I E N T :   Anacos(a Trails Heritage Area works to support partner organiza(ons and promote

tourism opportuni(es in Northern Prince George’s County, Maryland

RO L E :   George Washington University management consultant to develop strategic plan to

meet client’s needs

C H A L L E N G E S :   Weak and confusing brand iden(fy, residents and visitors do not know where ATHA is

located nor what is available to them locally

  Balancing different priori(es of individual towns with need for a cohesive area brand

  S(ff compe((on from surrounding jurisdic(ons that draw away residents and visitors

D E L I V E R A B L E S :   Produced SWOT analysis, market analysis, compe((ve analysis, and gap analysis

  Provided strategic recommenda(ons to:

  Op(mize online presence and marke(ng outreach through mobile technology, interac(ve web tools, social media, search engine op(miza(on (SEO), and deals

  Conduct visitor survey to enable tourism product development

  Invest in client rela(onship management system to gather and use data strategically


PROJECT: Exam Development

Green Building Certification Institute January 2011 – August 2011

GOA L :   To ensure high quality and credibility of LEED professional designa(on exams through

periodic review and development of exam item inventory

C L I E N T :   The Green Building Cer(fica(on Ins(tute administers building project cer(fica(ons and

professional designa(ons within the framework of the U.S. Green Building Council’s LEED (Leadership in Environmental and Energy Design) Green Building Ra(ng Systems

RO L E :   LEED Subject MaKer Expert on Green Associate exam review commiKee

C H A L L E N G E S :   Balancing technical content to make the exam sufficiently challenging for professional

credibility, yet appropriate for first-‐level cer(fica(on

D E L I V E R A B L E S :   Par(cipated in biennial process to review and develop LEED Green Associate exam

content

  Developed 30+ LEED exam items according to USGBC green building standards

  Reviewed 40+ LEED exam items to ensure they met GBCI exam criteria and ques(on format

  Evaluated LEED exam item inventory of 100+ ques(ons to ensure items met creden(aling exam industry standards


PROJECT: Product Launch

BARetc. April 2012 – August 2012

GOA L :   To create brand awareness and grow sales for Eppa Sangria in new Mid-‐Atlan(c market

C L I E N T :   BARetc. provides experien(al brand and product marke(ng for wine, beer, and spirits

industry through live promo(onal events and social media outreach

RO L E :   Brand Promo(onal Specialist to facilitate new retail product launches

C H A L L E N G E S :   Overcoming customers’ preconceived ideas about products and brands

  Convincing shoppers to purchase a new product on the spot

D E L I V E R A B L E S :   Delivered weekly in-‐store product demonstra(ons to create brand awareness and

educate retailers and consumers about product features and benefits

  Iden(fied target market trends and opportuni(es through post event analysis and repor(ng

  Created product awareness through social media event announcements

  Consistently exceeded sales goals by 35% on average at each product demonstra(on event


PROJECT: Technology Blog

Hospitality Financial & Technology Professionals May 2012 – July 2012

GOA L :   To promote HITEC 2012 highlights and report industry trends through digital and social

media

C L I E N T :   Hospitality Financial & Technology Professionals is an interna(onal professional

associa(on serving the hospitality industry. HFTP hosts the annual Hospitality Industry Technology Exposi(on and Conference showcasing 300+ companies

RO L E :   Guest Blogger for HITEC 2012 to report conference highlights and industry trends

C H A L L E N G E S :   Internet connec(vity not always dependable to provide real-‐(me social media posts

D E L I V E R A B L E S :   AKended conference educa(onal sessions and technology expo to iden(fy and report

new trends and innova(ons in the hospitality industry

  SubmiKed 100+ posts via TwiKer of key points iden(fied in educa(onal sessions

  SubmiKed 5+ blog ar(cles highligh(ng new trends in hospitality technology

  Blog: hKp://blog.h_p.org


PROJECT: Waste Audit

Strategic Sustainability Consulting July 2012 – August 2012

GOA L :   To increase recycling par(cipa(on by 50% over next year, to 25% of total waste

produced, in response to Walmart supplier scorecard

C L I E N T :   Strategic Sustainability Consul(ng is a sustainability management consul(ng firm

specializing in retailer supplier scorecards, the client was a tex(le manufacturer

RO L E :   Waste Audit Consultant on project team to conduct onsite waste audit and provide

recommenda(ons report for client

C H A L L E N G E S :   Iden(fying amount and type of weekly waste produced compared to previous years

  Iden(fying cost-‐effec(ve solu(ons client would realis(cally actually implement

D E L I V E R A B L E S :   Conducted 1-‐day waste audit at client site, including sor(ng and weighing waste by

type and department

  Performed calcula(ons and trend analysis to determine levels of waste produc(on and opportuni(es for savings

  Provided assessment and recommenda(ons of opportuni(es to reduce waste produc(on and increase recycling par(cipa(on


PROJECT: Compliance Evaluation

Maryland Environmental Trust April 2011 - Present

GOA L :   To ensure conserva(on compliance of environmentally cri(cal land through on-‐site

rapid assessments of trust proper(es

C L I E N T :   Maryland Environmental Trust provides landowners with informa(on and tools to

permanently protect natural, historic, and scenic resources

RO L E :   Conserva(on Easement Monitor to ensure that environmentally cri(cal historic farms,

forests, and other protected lands remain undeveloped

C H A L L E N G E S :   Addressing trash and dumping by others on protected undeveloped land

D E L I V E R A B L E S :   Coordinated and conducted 8+ monitoring site visits to assess landowners’ compliance

with easement restric(ons per agreements

  Assessed, photographed, and documented changes to natural, historic, and structural landscape on protected lands

  Produced field reports of monitoring site visits findings and evalua(ng ongoing conserva(on and property maintenance


PROJECT: Marketing Strategy

Green Impact Campaign May 2012 - Present

GOA L :   To create strong Green Impact Campaign brand and online presence, develop marke(ng

plan aimed at small businesses, and develop training aimed at student volunteers

C L I E N T :   Green Impact Campaign (GIC) is an outreach program with a mission to educate,

empower, and engage small businesses and student volunteers to collec(vely make a posi(ve environmental impact in their local communi(es

RO L E :   Strategic advisor to facilitate branding, marke(ng, website, and training development

C H A L L E N G E S :   Balancing program flexibility to meet needs of various student groups with sufficient

direc(on to follow through with projects

  Providing meaningful value to small businesses to prompt them to implement green ac(ons

  Iden(fying funding model to effec(vely sustain organiza(on

D E L I V E R A B L E S :   Facilitated brainstorming sessions to develop GIC organiza(onal and outreach strategy

  Provided direc(on for training material and marke(ng collateral development

  Developed branding and content for new website launch

Documents

Christina Dzingala Portfolio 091212