A Miami-based communications professional with more than 10 years of experience looking to leverage background in public relations, traditional and digital marketing, graphic design, copywriting and brand management into a fulfilling position in communications. 

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

September 2011–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 Conceptualized, wrote, and reviewed all museum communications, digital and print, for message and brand consistency.

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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 30,000 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

Zo’s Summer Groove

Freelancer

July 2011

• Checked-in press at event

• Escorted media throughout the event

República
Public Relations Intern

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

• Ghost writer for Grill Grrrl blog

• Managed social media accounts

• Created and distribted 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

• Pitched stories to press, including a WSVN feature

KCC Productions
Freelancer

June 2010

• Wrote press releases and media advisories

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

• Established online social media presence and advises on content

University of Miami

Media Relations Intern

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

University of Miami

​2007–2011

Bachelor of Science in Communication

Double major in public relations and sociology

Minor in marketing                                                                                                                          

Alexa’s Wine Diary
July 2017–Present
Founder, AlexasWineDiary.com

• Reaches over 18,300 followers on Instagram with a 4-6% engagement rate.

• Creates content strategy for blog and social media platforms.

• Manages cross-promotional marketing opportunities with industry partners and brands.
   

Pouring Over Pages Podcast
August 2021–Present
Co-Host

• Reaches 150 downloads per episode. 

• Creates, edits, and distributes podcast.

• Directs content strategy for podcast and social media platforms.

Oversees cross-promotional marketing opportunities with industry partners and brands.

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Public Relations Society of America, Miami Chapter

2011–2012

Member

Public Relations Student Society of America, UM Chapter

2007–2011

Secretary, Vice President & President