Invited to join Texas Tech faculty, I teach junior and senior undergrad students digital, mobile, and social media fundamentals and strategies related to how emerging and rapidly changing media are used in the practice of public relations. Redefining the way we lead students through the transition from general digital media consumer to critical thinking professional by educating on:Brand Strategy: Covering the history of and differences between traditional and digital media when it comes to motivating a target audience to action.Blogging: Guides students in a multi-week hands-on exercise in blog publishing using WordPress while also pinpointing the value of blogging for brands in 2022.Social Media Impact Areas: Students get an in-depth understanding of customer journeys, and the ways social listening, social monitoring, and social care can directly support brand business goals.Data Analysis: Establishes a solid understanding of the difference between key performance indicators (KPIs) and vanity metrics with a hands-on exercise in defining examples of each.Ethical Responsibility: Students leave with a thorough understanding of the shadow side of digital media and the ethical responsibility we have as professionals in the space.

Strategic Oversight for 5 Retail Brands: I manage the four-person team responsible for a four-prong digital marketing strategy including: organic and paid social media, digital display and paid search PPC advertising, email marketing, and campaign website landing pages and blog articles.Masterminded the creation and implementation of the company’s first intentional digital inbound marketing strategy with an emphasis on identifying contacts and leads to nurture them into loyalty program membership. Orchestrated a focused transition to brand-specific differentiated social media content across 23 social media accountsStreamlined the email marketing program to alleviate inbox overkill, increase opens, and decrease unsubscribes by more than 15% in 2021Installed SEO focused keyword-research content strategies to support blog and landing page development for seasonal grocery promotions.Managed customer segmentation inside HubSpot CRM database of 1 million+ contactsOversees multimillion-dollar digital advertising and marketing budgetResponsible for creating and publishing weekly organic social, targeted digital advertising, email, blog and landing page content.

Corporate Communications and Brand Partnerships: Company spokesperson responsible for proactive media relations, crisis communications, internal team member communications, and community brand partnerships. Originally hired as Communications Manager and promoted to Senior Manager of Communications and Community Relations in 2016.Leveraged a $4 million community donation/sponsorship program to achieve earned media at an average ad equivalency of $1.5 million per year following the acquisition of a 100-year-old family-owned local company by Albertsons Companies.Developed editorial calendar, contributed content, and oversaw production of Spirit Magazine, a printed magazine publication distributed to 18,000+ team-membersImplemented hyperlocal strategic earned media strategy for publics including small and mid-market media outlets, internal team members, corporate stakeholders, community partner organizations. Defined structured support pillars for the community foundation board to make brand-centered decisions on donation and sponsorship requests.Originaly hired as the Communications Manager in December 2014; I was promoted to the combined senior role in May 2016.

Managed the development and execution of advertising, marketing, and public relations campaigns for a roster of small business, nonprofit and municipal clients, specializing in defining and developing award-winning brand identities for new businesses. Owned the relationship between agency and a client roster of varied industriesDeveloped campaign briefs and strategy documents to guide agency production teamsPitched campaigns to existing and potential clientsManaged client budgets with transparency and reliability Accurately forecasted quarterly agency billingNotable Success Story: Inherited and redirected brand development for the Lubbock Entertainment and Performing Arts Association (LEPAA). The ADDY award-winning work propelled the nonprofit launch and positioned it for fundraising success for its first project: the $154 million Buddy Holly Hall which opened to the public in 2021.

As an AE for the largest and oldest advertising agency in the region, my job is to work simultaneously as a marketing partner and advisor to my clients while facilitating projects through the agency.

Managed the development and execution of advertising, marketing, and public relations campaigns for clients including Covenant Health System, Texas Tech University, and Zia Park Casino as well as political candidates: the late Mayor Tom Martin, Judge Trey McClendon, and Texas State Representative Candidate Zach Brady. Promoted to take responsibility for developing new business and organic growth in 2011. Owned the relationship between agency and a client roster of varied industries.Developed campaign briefs and strategy documents to guide agency production teams.Pitched campaigns to existing and potential clients.Managed client budgets with transparency and reliability.Accurately forecasted quarterly agency billing.Identified both potential organic growth and new potential clients for the purpose of new business development.Notable Success Story: Managed casino loyalty marketing direct mail with tiered offers based on criteria from activity on-card. Developed a discovery and evaluation process for identifying organic growth, resulting in a 30% increase in quarterly billing from a single client.