Pérez Art Museum Miami (PAMM)
Director of Communications and Marketing

September 2017–Present

• Earning four promotions in five years, Alexa successfully leads a team of seven and three agencies to create high-quality campaigns that contribute to the museum’s mission, vision, and strategic plan.

• Spearheaded the 35th anniversary campaign including new branding/logos, events, and more.

• Directs all strategy and execution of public relations, marketing, advertising, branding, design, video/photography production, social media, website, and crisis communication efforts.

• Effectively manages a marketing budget of $740K while averaging an added in-kind trade value of $500K per year.

• First director to create and implement an integrated digital marketing strategy—from targeted digital advertising to segmented email marketing best practices to establishing video content creator positions, and more.

• Creates and implements custom multi-tiered strategic marketing plans for all departments and events—including PAMM’s Art Basel Miami Beach celebration, which attracts more than 5,000 guests every year.

• Coaches senior staff members as spokespersons for the museum by preparing talking points, speeches, presentations, and other supporting materials as needed.

• Leads crisis management strategy and communication to eliminate or minimize threats.     

• Identifies marketing opportunities with local organizations and festivals—like GMCVB and Miami Beach Pride—to increase brand awareness and boost museum attendance.

• Supports PAMM Shop’s revival of its e-commerce site, helping to boost online sales by 30%.

• Works with each department to define KPIs, campaign effectiveness, return on marketing investment, and overall marketing performance.

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Pérez Art Museum Miami (PAMM)

Associate Director of Communications and Marketing

September 2016–September 2017

• Oversaw a team of four and lead marketing and communications efforts for the entire museum.

• Planned and developed integrated marketing activities for all exhibitions, educational programs, events, community initiatives, and other outreach efforts to increase the museum’s visibility and attendance.

• Acted as brand gatekeeper to conceptualize, write, and review all museum communications, digital and print, for message and brand consistency.

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Amongst Friends

Freelancer

January 2016–Present

• Created client proposals and presented at pitch meetings.

• Developed media and public relations strategy, wrote press releases, and developed media opportunities for clients.

• Developed and implemented social media strategy for clients. 
   

Pérez Art Museum Miami (PAMM)

Public Relations Manager

September 2014–September 2016

• Developed media opportunities, kept close relationships with local press, and managed media support at events including the annual gala.

• Wrote and reviewed all museum communications for message and branding consistency.

• Oversaw the Contemporaries, PAMM’s young professionals' group of nearly 800 members. Duties included managing the budget, cultivating relationships with sponsors, coordinating and executing events, and promoting membership growth.

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Pérez Art Museum Miami (PAMM)

Communications Associate

September 2013–September 2014

• Key management member during the complete re-branding and re-opening of PAMM, which was met with international acclaim in 2013.

• Produced and distributed email marketing pieces to database of nearly 50,000 subscribers.

• Managed social media accounts to increase overall engagement (Facebook 63% / Twitter: 67% / Instagram 65%) and followers (Facebook 68% / Twitter: 58% / Instagram 64%).

• Managed and created content for website (628,833 average annual sessions).

• Managed graphic designer on collateral production timeline, execution, and distribution.

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Pérez Art Museum Miami (PAMM)

Communications Assistant

September 2011–September 2013

• Managed media relations efforts including research, media list creation, writing, and pitching.

• Developed reports of communications and marketing outreach successes for internal and external stakeholders.   

• Designed collaterals for exhibitions, events, and more.

• Provided media support at events, including PAMM construction site tours.

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The Conroy Martinez Group

Account Coordinator

February–September 2011

• Wrote press releases and media advisories, while developing story angles for pitching press.  

• Created media lists, compiled clippings, and researched publicity opportunities for clients.

• Managed clients’ social media accounts.  

• Created presentations and reports for potential and existing clients.

• Provided media support at events, including Cirque du Soleil and the Miami-Dade County Fair.

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Zo’s Summer Groove

Freelancer

July 2011

• Managed check-in press at event.

• Escorted media throughout the event.

 

República
Public Relations Assistant

October 2010–February 2011

• Created media lists, compiled clippings, and researched publicity opportunities for clients.

• Provided media support at events, including the 2010 Latin Trade Business Symposium.

• Wrote press releases, fact sheets, and media advisories.

 

Grill Grrrl Blog                

Public Relations Assistant

August 2010–September 2011

• Acted as a ghost writer for Grill Grrrl Blog.

• Managed social media accounts.

• Created and distributed e-marketing materials.

• Pitched stories to press.

 

Cupcake Sisters                      

Founder

July 2010–September 2011

• Conceptualized and brought company into fruition.

• Posted original and interesting blog content. 

• Promoted company on social media.

• Created "how to" baking videos.

• Garnered press stories including a WSVN-TV feature.

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KCC Productions
Freelancer

June 2010

• Wrote press releases and media advisories for client's events. 

 

Woolbright Development                         
Independent Marketing Contractor

March–August 2010

• Spread awareness of restaurant row in Sunny Isles through building relationships with residential and hotel concierges. 

 

Miami Vintage Prop Car Rentals

Freelancer

November 2009–Present

• Created logo and brand identity.

• Designed and developed business website and Etsy shop.

• Established online social media presence and advises on content strategy.

 

University of Miami

Media Relations Assistant

January 2009–February 2011

• Wrote press releases, fact sheets, and media advisories for local pitching.

• Compiled clippings and created reports for internal distribution.  

• Provided media support at events, including the McDonald’s All-American Games, Latin Billboard Awards, and the Clinton Global Initiative University.