Laura Herrera Email & Phone Number

Chicago, Il, Us

Chicago, Il, Us

Chicago, Illinois, Us

Advances the museum’s values, mission, and efforts across all digital, interpretive, marketing, press, and publication platforms. Catalyzes the museum’s vision to spark meaningful engagement with art, artists, and ideas, provide forums for new perspectives, and build bridges between people and communities. Focuses on shaping a future MCA audience that reflects the ever-evolving cultural fabric of Chicago while maintaining the museum’s international reputation for featuring influential and emerging artists and defining its work through the lens of diversity, equity, and inclusion.Establishes and executes the MCA's marketing and communications strategy for the MCA. Providing leadership, direction and vision enabling connection audiences digitally and in-person before, during, and after a museum, program, or performance visit. Analyzes audience and industry data to build a path to understanding the museum’s core audience and identify prospective new audiences. Identifies potential barriers to reaching new audiences and mitigating accessibility and outreach roadblocks. Leads the development and execution of the holistic MCA digital strategy designed to engage visitors inside and outside of the museum space including, web, email, social media, online publications, and digital interpretation tools.Develops and manages internal communications strategies that supports increased communications, employee engagement, culture building, transparency, and flow of information.

Chicago, Illinois, Us

Led strategic integrated communications, audience research and data analysis, digital strategy, and content development.Built and mentored an innovative team dedicated to driving the Museum to create authentic customer connections in both digital and physical environments. Spearheaded the redesign of the museum’s brand identity and website as well as new social media initiatives that increased museum admissions, web traffic, and sales profits.Created ‘Chicago History at Home’ social media and content series during the museum's COVID-19 shutdown which increased social media engagement by 83% and monthly website visitors by 35%. Creative efforts included the Chicago Hot Dog Fest and monthly ‘History Happy Hour’ programs which contributed to consistent attendance growth and increased audience participation. Overseeing an integrated brand strategy throughout the pandemic, the Chicago History Museum’s reopening in 2020 exceeded pre-pandemic general attendance numbers.

Chicago, Il, Us

Oversaw global digital marketing and branding performance within a hospitality design firm specializing in interior design, development, branding and procurement. Held accountable for the development and implementation of strategies driving media/public relations, analytics, reporting, advertising, and communications. Accomplishments in this role included: Spearheaded the launch of the firm's brand design department and successfully led the branding process for several boutique lifestyle hotel and restaurant properties.Steered the successful redesign of the organizational website enhancing traffic by 22% and streamlining content. Stimulated a $500K annual increase in profits and 300% improved social media presence. Established an effective inbound marketing strategy and developed CRM marketing and sales components to increase sales database by 25%

Lisle, Illinois, Us

Executed effective and high-impact media strategies as well as the negotiations and procurement activities for a media buying and planning agency. Key Accomplishments: Augmented increased back to school sales by 13%. Key contributor to organizational growth overcoming challenges in the promotion of print advertising through the introduction of digital platforms. Strategically negotiated cost-effective make-goods on print-run errors on client behalf driving positive experiences across the client portfolio. Slashed planning time by six hours through the creation of scheduling software efficiencies.

Developed and managed the company’s digital marketing strategy, maintaining client database in Salesforce and developing targeted marketing material – including producing graphics and writing copy – for a wide range of B2B and B2C clients, focused on web, print and email campaigns. • Established social media presence, increasing website referral traffic by 18%• Launched email marketing campaigns, increasing client list by 14%• Identified new trade show opportunities, delivering average of 10% new sales leads annually

Master Of Fine Arts - Mfa, Master Of Design Methods

Bachelor Of Arts, Marketing Communications