Andrea Lin Email & Phone Number

Austin, Texas Area

Publisher of Texas Highways Magazine, and Section Director for the Travel Publications section of the Travel Division, overseeing operations and management for all projects and products in the section. Travel Publications produces a family of travel literature and other materials for travelers to and within Texas.Travel Publication offerings:- Texas Highways Magazine, the official travel magazine of Texas since 1975- texashighways.com, and Texas Highways e-newsletters- Texas State Travel Guide- Texas Highways Events Calendar- Official Texas Travel MapAdditional Duties:- State of Texas contract oversight and management (CTCM certified)- Coordination with Governor's Office and other state entities on annual Strategic Tourism Plan- Manage and prepare planning documents, fiscal documents, and legislative documents for the operation of the Travel Publications Section of the Travel Information Division.

Austin, Texas Area

Texas Highways, the official travel magazine of Texas, encourages recreational travel within Texas and tells the Texas story to readers around the world. Renowned for its photography, statewide events coverage, top weekend excursions, off-the-beaten path discoveries, and scenic destinations, Texas Highways helps readers discover the treasures of the Lone Star State.Responsibilities & key projects include:- Development of integrated marketing programs and promotions to grow brand presence, increase subscribers, maintain readership base, etc. in conjunction with Ancillary Products manager- Manage marketing and program budgets- Circulation management and analysis: monitor and project circulation, develop & execute direct mail for new subscriber acquisition, manage & monitor renewal schedules, newsstand and public place distribution, etc.- Develop marketing materials, including writing copy and initial design direction, across direct mail, house ads, and other collateral- Brand identity development- Media kit development- Subscriber primary research- Development of magazine production schedule- Prepare & manage data for AAM auditing- CTCM certification

Austin, Tx

CHIPOTLE MEXICAN GRILL (May 2014-May 2015)Chipotle Brand Planning: top-of-mind awareness campaigns across 30 markets consisting of outdoor, radio, targeted digitalChipotle Cultivate Festival: planning and execution of multi-media event promotions in event marketsConsumer Segmentation: worked closely with Greenberg research consultants to bring consumer segmentation to life in syndicated media research toolsTrusted Agency Partner: presentation to 100+ Chipotle local marketing strategists on the basics of syndicated media research and an accessible overview of reading/interpreting dataWERTHER’S ORIGINAL, SUGAR FREE, MERCI CHOCOLATES (Parent company: Storck, December 2012-May 2015)New Business Win: media lead during pitch process resulting in a ‘win’ for the agencyForward Thinking: assisted in forging department’s first unified upfront buy (TV + online FEPs)Product Support: highly customized TV creative rotation strategy for supporting multiple product launchesConsumer Segmentation: translated third party research into syndicated tools for deeper media insights; strategic guidance on audience development for Sugar Free productMarket Mix Modeling: worked closely with Analytic Partners to provide key information for annual MMM reports; assisted Storck in analyzing/interpreting data and conclusions to make media-specific learnings actionable

JARRITOS MEXICAN SODA New Business Win: sole media member on an integrated team that successfully pitched an multi-media campaign for Hispanic brand’s debut to the general marketUnconventional Execution: worked with creative team to plan and negotiate a truly custom OOH tactic in LADigital Centric Campaigns: developed video, mobile, native campaigns; worked with in-house analytics team to develop digital benchmarks and KPIsInternal Sales Support: helped create marketing materials to assist the Jarritos sales force in marketing the campaign concept and media executions internally and to distributorsAMERICAN LEGACY FOUNDATION / EX The “Big Idea”: lead development of an integrated campaign in partnership with MyDamnChannel.com and the Sklar Brothers to introduce the EX brand (anti-smoking initiative) to a new audience through custom in-show segmentsPaid/Owned/Earned/Shared: developed elements across paid media, EX’s website and social touchpoints in conjunctions with social, creative, planning teams and website managersIntegrated Reporting: spearheaded program reporting structure incorporating metrics across paid/owned/earned/shared ecosystem; compiled, analyzed and presented weekly to clientSuccess: 32% increase in new visitors (exceeding goal of 15%), with 8M ‘earned’ PR impressionsUNITED STATES AIR FORCE

UNITED STATES AIR FORCE (June 2005-2006, 2010-2012)Full Service Agency Account: true integration with all in-house groups involved in USAF’s marketing: Experiential/Events planning, Direct Mail, Analytics, Social Media team, Digital Production, Planning, Creative, and Account teamsAfrican-American and Hispanic multi-media campaigns:-National TV: strategic planning for buys across Univision, BET, etc.-Network Radio: negotiated on-air interviews with prominent personalities Tom Joyner and Fernando Espuelas and USAF personnel-Targeted print and digital propertiesTrade & Occupation Recruitment Campaigns: print, digital, and other media targeting very specific target groups for branding and recruitment messaging: -Healthcare professionals: physicians, nurses, dentists -Engineers -Lawyers -ChaplainsMASTERCARD (July 2006 – June 2009)National Magazine Expertise: specialized in planning across a variety of campaigns supporting fashion, music, diversity, luxury/affluent and travel themes to drive card usage and elevate brand perceptionCompetitive Evaluation: deep-dive analysis on media spending, strategies, and campaigns of major competitors; presented highlights to MasterCard with partner groups at dedicated annual competitive summitSatellite Radio: early forger of an integrated deal with Sirius/XM tying in MasterCard’s ‘Roots of Rock’ sweepstakes via sponsorship of XM’s Artist Confidential Series

United States Air Force- Branding and recruitment/lead-generation efforts- Youth, officer groups, and minority targets- Trade campaigns (Healthcare, Engineering, Law, etc.)- Yearly marketing education day for squadron recruiters

- Database entry & management- Edited screeners for focus groups- Recruitment for focus groups

B.S. Advertising, Media Concentration

Activities and Societies: - College of Communication Senior Fellows program - Conceptual Self Defense Club (tae-kwon-do) - Teacher's Aide.

Leadership Strategies In Print And Digital Media