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Resume

Anchor 1
Professional â€‹
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, content strategy, and brand management into a meaningful position in communications. 

Work​
experience​
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.

Skills
  • Proficient in Adobe InDesign, Illustrator, and Photoshop

  • Basic skills in Adobe Premiere and Audition

  • Skilled in Sprout Social, Cision, and BurrellesLuce

  • Proficient in Drupal web and WordPress

  • Proficient in Altru CRM database

  • Proficient in Constant Contact and MailChimp

 

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 nearly 20,000 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 500 downloads per month. 

  • 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

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