Resume

 
Professional ​
info​​

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. 

Work​
experience​
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.

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.

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.

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.

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.

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

Skills

Adobe InDesign

Adobe Illustrator

Adobe Photoshop 
Altru database 

BurrellesLuce
Cision/Vocus media database
Constant Contact & 
MailChimp

Drupal web development 

 

Languages

Conversational Spanish

Basic HTML code

Education
University of Miami

​2007–2011

Bachelor of Science in Communication

Double major in public relations and sociology

Minor in marketing                                                                                                                          

Activities

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.

Public Relations Society of America, Miami Chapter

2011–2012

Member


Public Relations Student Society of America, UM Chapter

2007–2011

Secretary, Vice President & President