I am an all-around proficient marketing practitioner having developed core competencies in project management, strategic planning, multicultural markets, on-site activation/management as well as tour management and production. My masters degree in Advertising further adds a strategic perspective which integrates marketing practices with an in-depth understanding of maximizing value to a client through understanding the voice of the consumer. For the past 7 years I have become an expert in leading the management of various experiential marketing events for brands such as McDonald's, The U.S. Army, Cadillac, and others. See below for some of the events that I worked on. Specialties: Experiential Marketing, project management, event coordination, competitive analysis, Power Point specialist, database administration, fundraising coordination, Microsoft Office, Word, Excel, online research, strategic marketing and planning, on-site event activation execution

1. Kaleena Qualls
Professional Portfolio
EXPERIENTIAL MARKETING SPECIALIST

2. +
ABOUT ME
BRANDS
EVENTS
MULTICULTURAL EXPERIENCE
REFERENCES
INDEX

3. +About Me
n I am an all-around proficient marketing
practitioner having developed core
competencies in project management,
strategic planning, multicultural markets,
on-site activation and management as well
as tour management and production.
n My Masters Degree in Advertising further
adds a strategic perspective which
integrates marketing practices with an in-
depth understanding of maximizing value
to a client through understanding the
voice of the consumer.
n For the past 7 years I have become an
expert in leading the management of
various experiential marketing events for
many well known brands such as
McDonald's,The U.S. Army, Cadillac, and
others.

4. +BACKGROUND
B.S. Psychology, M.A. Advertising
7 years B2B & B2C Experience
Project Management
Experiential Marketing
Strategic Planning
On-Site Activation
Tour Management
Multicultural Marketing
Event Coordination

5. BRANDS

7. Account Management
Event
Marketing
Account
Planning
Multicultural
Abbott
U.S. Army
Target
Alltel
Urban Music Festival
Bombardier
Flexjet
Cadillac
MARKETING COMMUNICATIONS SKILL SET
McDonald’s
University of Illinois

8. +
EVENTS

9. McDonald’s Sponsorship at
the ESSENCE Festival™
n For 11 consecutive years McDonald’s has served as
the exclusive QSR sponsor for the ESSENCE Festival™
presented by Coke in New Orleans, LA over the
Fourth of July Weekend.
n McDonald’s has built the tradition of providing
moments of joy and fun to help enhance the brand’s
perception via sampling, activation and recognition of
leaders who are deeply rooted in the community.
n For three straight days McDonald’s engages
consumers at McDonald’s booth in the Ernest N.
Morial Convention Center with dance contests, daily
games, prizes and celebrity performances and meet
and greets, all while providing samples of the McCafè
Smoothies to keep the crowd refreshed and cool.
Throughout the years McDonald’s has collaborated
with such talented individuals as Tyrese, Eric Benet,
Angie Stone, Fantasia, Next and more.
n In addition McDonald’s flies in over 230 lucky
sweepstake winners and their guests to attend the
Festival providing complimentary concert tickets and
travel accommodations in New Orleans for the
Weekend.

10. McDonald’s Sponsorship
at CIAA
n The Central Intercollegiate Athletic Association
(CIAA) is known as the largest African American
collegiate sporting and social event in the country.
n McDonald’s has served as the exclusive QSR sponsor
for 9 consecutive years and every year the three-part
activation serves as the cornerstone of the event.
n Over the three day weekend, McDonald’s engages
consumers at the Charlotte Convention Center CIAA
Fan Experience with various contests and giveaways
of exclusive McDonald’s Arch Cards, CIAA Really
Towels and the McDonald’s Deeply Rooted Tote Bag.
n Throughout he weekend McDonald’s has a presence at
the Time Warner Cable Arena with branding on the
jumbotron, halftime performances, and providing
consumers with the chance to win front row seats for
the games.
n On Saturday McDonald’s takes control of the Time
Warner Arena with a record of more than 15,000 fans
in attendance for the McDonald’s Super Saturday
where guests can join in on the fun with the
McDonald’s Flavor Battle Competition, McDonald’s Hot
Shot Competition and other special performances.

11. McDonald’s FLAVOR BATTLE
n The McDonald’s Flavor Battle is a competition for
well known amateur DJ’s from all over the
country competing in a bracket style online
competition at flavorbattle.com for a chance to.
n Twelve DJ’s compete each representing one of
the McDonald’s Quarter Pounder Burgers. After
two rounds of online voting three finalists are
selected to compete live at the Finale event for a
chance to win $10,000 and the title of Flavor
Battle Champion.
n The 2014 McDonald’s Flavor Battle featured hip-
hop icon Funkmaster flex as the host and
Spinderella, Just Blaze, and DJ Clue as celebrity
judges.

12. McDonald’s HBCU
Halftime Sponsorships
n For HBCU fans, the Football Classic represents the
long standing tradition, friendly competition and
great memories of two HBCU rival school teams
going head to head.This annual event has come
to be a home coming for HBCU fans and alumni to
participate in; passionately supporting their alma
mater and connecting with other HBCU peers.
McDonald’s takes center stage at the HBCU
Classics that they sponsor from entertaining
consumers with their memorable Halftime
performances, to providing free and fun activities
as part of the pre-game engagement fan
activations and marching in the parades .

13. McDonald’s Family Pavilion
Hawaii Children andYouth Day
Hawaii’s Children andYouth day typically has
over 300 exhibitors and community
organizations that gathere to offer free
interactive, educational and fun activities for
the whole family on the grounds surrounding
the Capitol in Honolulu , Hawaii.
McDonald’s provides sampling of Apple Slices
and GoGurts while Ronald McDonald engages
with consumers at the Happy Meal Tent where
goody bags are also distributed along with
Happy Meal Toys and custom made fans.
Consumers are also able to play a Digital Spin
Wheel Game which allows them the
opportunity to win either a $5 or $10 Arch
Card.

14. U.S. ARMY:
Strength In Action Tour
n The Army Strength In Action Mobile Tour
travels to different national and local events
in order to provide an interactive
environment for Army Recruiters to find
prospective candidates to go into the Army.
n The tour is comprised of registration, and a
choice of themed elements: Fitness Element
or Rockwall, Robotics Element, Defender
Element, ROTC Leadership Challenge,
Aviation Element, and Dog tags.

15. ALLTEL: MY CIRCLE
n In 2009, Based on regional research and cultural
expertise, Jack Morton Latino created a music
event around Alltel’s “My Circle” brand
positioning titled, Mi Círculo,Mi Música (My
Circle,My Music).To Build brand recognition and
retail traffic among influential young Latinos in
Southwest Texas, Alltel Wireless put on a series of
culturally relevant live music events.
n Major Activation Details included:
n Live music
n Pop up Store
n Karaoke contest
n Snapped, printed and blue toothed guest
pictures to four large screens above the
crowd.
n Free concert ringtones were also available for
downloading while mobile brand ambassadors
mingled with the 3,200-person crowd conducting
one-on-one demos with Alltel.

16. 2007 URBAN MUSIC FESTIVAL
n The Urban Music Festival is a large scale
community-oriented celebration of urban
culture and music event that takes place in
Austin,Texas during the time of The Texas
Relays. A cultured family-centric venue packed
with the greatest food, fun, and music.
n Major Activation Details Included:
n Live Musical Performances
n Local Vendor Marketplace
n Local Cuisine
n Arts and Crafts
n Kidciti Interactive Village

17. MULTICULTURAL

18. + Multicultural Projects
n For 3 years I worked on creating culturally relevant, new and inventive ideas
for the existing McDonald's African American activations in order to provide
memorable engagement experiences for the consumer. As the account lead
on the team I worked to ensure the expert execution of all events to assist
McDonald’s in building trust and loyalty among African American consumers
and deliver upon their platform of being “Deeply Rooted in the
Community®.”
n The U.S Army participates in Historically Black College University Classic
(HBCU) games and weekends as a way to leverage cross promotional
opportunities in select markets. As the games are an integral part of the
environment at the HBCU’s it serves as a culturally relevant touch point to
connect with African American influencers and prospects as well as an
opportunity for the Army to deliver their messaging to the African American
community. At the events I supervised the collection of leads and pledges of
support at the school pep rally, step show, battle of the bands, tailgating area
and football game.

19. +Multicultural Projects
n In response to the outstanding job that Jack Morton did for Alltel Hispanic,
the client asked to see some ideas for events that would help them to drive
retail traffic and raise sales in their key African American Markets. I Headed
up the research that was done to gain insight into African American Market
and Consumers and developed the presentation for the clients alongside my
fellow associate.We developed some ideas and outlines for several event
possibilities for Alltel to execute in their top markets.
n Jack Morton Latino was challenged to review the Multicultural Event Strategy
for the African American and Hispanic guests for 2010 - 2011 and provide
ideas, insights, and recommendations on where Target should be. Objectives
included further positioning Target as the premier retail destination for the
multicultural guest through cultural connectivity, and enhancing the
company’s reputation within these communities. I assisted in creating
authentic programs and event strategies that would allow the brand to create
an emotional connection with Hispanic and African American guest in an
effort to build brand loyalty.

20. PROFESSIONAL
REFERENCES

21. “I had the privilege of working directly with Kaleena for two years at The
Marketing Stores on the African American Consumer Marketing account.
During my tenure working with Kaleena, I had a front row seat to see her be a
proactive, results-oriented and responsible employee. She always volunteered for
the challenging tasks and she was always ready to go above and beyond the scope
of work to accomplish tasks and produce results that would benefit not only our
company, but our client and our client's consumers as well.
I watched her utilize creative, outside-the-box thinking to bring large-scale events
and activations to life. Even through challenging timelines and looming deadlines,
she always had a positive, can-do outlook, and I would say that her professional
attitude always made her an absolute pleasure to work with.
She continually delivered results, went above and beyond in providing exceptional
service and support, and showed genuine integrity and respect as an account
executive. She is, and would be, an asset to any company!”
JahredWilliams
Senior Account Executive
The Marketing Store

22. “Kaleena was a great addition to our team at Momentum. Always ready to learn,
Kaleena approached each assignment with integrity and understanding our
client's goals in mind. Kaleena was required to work with a diverse number of
programs within my group. Kaleena's style was one to adapt (quickly) to different
management styles, and always achieved our goals that were established for her.
She was also proactive in seeking out additional responsibilities, which was much
appreciated. She was only with us for 6 months on a Fellowship program, but they
were a solid six months, for all parties involved. Kaleena will succeed in any
opportunities that are presented to her!”
Tom Boccuzzi,
SeniorVice President,Group Director,Business Leadership
MomentumWorldwide

23. “I had the luck to work with Kaleena on a project in which she was tasked to
research and co-write a presentation. I was very impressed with her thorough
research and extremely well-written presentation. In addition, Kaleena presented
with confidence to colleagues, supervisors, and even clients. Not only was she a
confident presenter, but she also knew her information inside and out and was
able to answer every question that was thrown her way without hesitation. I love
working with her because of her attention to detail, excellent research and
presentation skills, work ethic, and attitude in general. I would consider myself
lucky to have Kaleena on my team.”
Julie Smith
Account Manager
Jack MortonWorldwide

24. “Kaleena worked with me on the 2007 Urban Music Festival as the Volunteer
Coordinator. Being that it was only the second year of this event, Kaleena proved to be
a dedicated and essential member of the team. Her primary responsibilities were to
organize and manage over 200 volunteers among other things, and with little to no
direction she demonstrated incredible initiative and leadership in doing so.
Throughout the planning process and during a series of unfortunate events on the
days of the event, Kaleena remained calm under pressure. Kaleena is an honestly
genuine person, and consistently demonstrates a strong work ethic and commitment
to success. I believe Kaleena exhibits many of the qualities that are essential in
managing events and feel confident that she will serve as an integral member to any
organization.”
Donell Creech
President
Griotmedia