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, 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
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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.
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Spearheaded the 35th anniversary campaign including new branding/logos, events, and more.
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Directs all strategy and execution of public relations, marketing, advertising, branding, design, video/photography production, social media, website, and crisis communication efforts.
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Effectively manages a marketing budget of $740K while averaging an added in-kind trade value of $500K per year.
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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.
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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.
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Coaches senior staff members as spokespersons for the museum by preparing talking points, speeches, presentations, and other supporting materials as needed.
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Leads crisis management strategy and communication to eliminate or minimize threats.
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Identifies marketing opportunities with local organizations and festivals—like GMCVB and Miami Beach Pride—to increase brand awareness and boost museum attendance.
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Supports PAMM Shop’s revival of its e-commerce site, helping to boost online sales by 30%.
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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
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Oversaw a team of four and lead marketing and communications efforts for the entire museum.
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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.
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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
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Created client proposals and presented at pitch meetings.
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Developed media and public relations strategy, wrote press releases, and developed media opportunities for clients.
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Developed and implemented social media strategy for clients.
Pérez Art Museum Miami (PAMM)
Public Relations Manager
September 2014–September 2016
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Developed media opportunities, kept close relationships with local press, and managed media support at events including the annual gala.
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Wrote and reviewed all museum communications for message and branding consistency.
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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
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Key management member during the complete re-branding and re-opening of PAMM, which was met with international acclaim in 2013.
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Produced and distributed email marketing pieces to database of nearly 50,000 subscribers.
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Managed social media accounts to increase overall engagement (Facebook 63% / Twitter: 67% / Instagram 65%) and followers (Facebook 68% / Twitter: 58% / Instagram 64%).
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Managed and created content for website (628,833 average annual sessions).
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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
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Managed media relations efforts including research, media list creation, writing, and pitching.
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Developed reports of communications and marketing outreach successes for internal and external stakeholders.
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Designed collaterals for exhibitions, events, and more.
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Provided media support at events, including PAMM construction site tours.
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The Conroy Martinez Group
Account Coordinator
February–September 2011
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Wrote press releases and media advisories, while developing story angles for pitching press.
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Created media lists, compiled clippings, and researched publicity opportunities for clients.
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Managed clients’ social media accounts.
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Created presentations and reports for potential and existing clients.
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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
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Managed check-in press at event.
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Escorted media throughout the event.
República
Public Relations Assistant
October 2010–February 2011
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Created media lists, compiled clippings, and researched publicity opportunities for clients.
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Provided media support at events, including the 2010 Latin Trade Business Symposium.
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Wrote press releases, fact sheets, and media advisories.
Grill Grrrl Blog
Public Relations Assistant
August 2010–September 2011
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Acted as a ghost writer for Grill Grrrl Blog.
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Managed social media accounts.
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Created and distributed e-marketing materials.
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Pitched stories to press.
Cupcake Sisters
Founder
July 2010–September 2011
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Conceptualized and brought company into fruition.
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Posted original and interesting blog content.
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Promoted company on social media.
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Created "how to" baking videos.
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Garnered press stories including a WSVN-TV feature.
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KCC Productions
Freelancer
June 2010
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Wrote press releases and media advisories for client's events.
Woolbright Development
Independent Marketing Contractor
March–August 2010
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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
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Created logo and brand identity.
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Designed and developed business website and Etsy shop.
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Established online social media presence and advises on content strategy.
University of Miami
Media Relations Assistant
January 2009–February 2011
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Wrote press releases, fact sheets, and media advisories for local pitching.
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Compiled clippings and created reports for internal distribution.
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Provided media support at events, including the McDonald’s All-American Games, Latin Billboard Awards, and the Clinton Global Initiative University.
Skills
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Proficient in Adobe InDesign, Illustrator, and Photoshop
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Basic skills in Adobe Premiere and Audition
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Skilled in Sprout Social, Cision, and BurrellesLuce
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Proficient in Drupal web and WordPress
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Proficient in Altru CRM database
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Proficient in Constant Contact and MailChimp
Languages
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Conversational Spanish
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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
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Reaches nearly 20,000 followers on Instagram with a 4-6% engagement rate.
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Creates content strategy for blog and social media platforms.
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Manages cross-promotional marketing opportunities with industry partners and brands.
Pouring Over Pages Podcast
August 2021–Present
Co-Host
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Reaches 500 downloads per month.
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Creates, edits, and distributes podcast.
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Directs content strategy for podcast and social media platforms.
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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