AMY CROOM
Pfafftown,NC
Summary
High-performing communications strategist with more than 20 years' experience, skilled at assessing client needs, engineering effective solutions and delivering tangible results on time and on budget. Adept at securing and directing resources across the enterprise, managing risks and expectations, and communicating clearly and proactively throughout the process.
Overview
25
25
years of professional experience
Work History
Director, Public Relations & Communications
NATIONWIDE MARKETING GROUP
04.2019 - 05.2024
- Founded company's first dedicated Communications department, leading team of five brand engagement managers, digital communications strategists, email marketing specialists and social media specialists in the strategic development and execution of all internal and external content, including public relations, social media marketing, email marketing, national trade advertising, corporate communications, executive speechwriting and thought leadership blogs
- Spearheaded creation and execution of highly successful earned media strategy that resulted in YOY growth throughout tenure, ultimately garnering over $6.6M in AVE (ad value equivalency) in 2023
- Built innovative B2B trade show social media strategy in concert with select vendor partners to deliver, on average, 12x impressions and 10x engagements per post to corporate LinkedIn and Facebook pages vs everyday execution
- Collaborated with membership team to develop multi-faceted prospecting blitz campaigns using a combination of email marketing, direct mail marketing and in-person visits, resulting in the addition of more than 30 new dealer members over an eight-week period
- Worked with Executive Leadership Team to write highly sensitive communications around M&A activity, corporate leadership changes / restructurings and industry partnership launches
- Co-led cross-functional team in the conception, development, execution and distribution of critical communications for members during the initial COVID shutdown, including understanding the Paycheck Protection Program and acquiring much-needed PPE for front-line retail workers.
Director, Copywriting & Public Relations
VELA STRATEGIC MARKETING & PUBLIC RELATIONS
06.2003 - 04.2019
- Developed and implemented strategic marketing and communication vehicles for nationally recognized clients — including Mack Trucks, Inc., Volvo Trucks North America, Novant Health and Sheetz — to strengthen brand recognition and increase loyalty among customers and employees
- Managed multiple projects from conception to completion, specifically print publications, websites, email marketing campaigns and data analysis, creating a network of integrated campaigns that effectively communicated clients' visions
- Created comprehensive content marketing initiative that generated fresh, original content for the agency's blog every two weeks, resulting in an 85 percent increase in traffic to the agency's website in the first year
- Led public relations initiatives for multiple clients across the United States to increase visibility, enhance public perception and grow sales; specific tactics included crafting press releases, media kits, speeches and talking points, and coordinating press conferences and media events
- Directed all aspects of clients' print publications — including topic selection, copywriting, copyediting, proofing, design / layout approval, mail list creation and print coordination — to effectively educate and inform both customers and internal stakeholders about industry news and clients' organizational improvements.
Legislative Aide & Legislative Correspondent
OFFICE OF U.S. CONGRESSWOMAN HILDA L. SOLIS
05.2001 - 11.2002
- Spearheaded legislation ultimately incorporated into the Violence Against Women Act (Public Law 109-162) that provides grants to promote awareness of domestic violence in underserved communities, meeting the Congresswoman's objective of crafting legislation to address constituents' unmet needs
- Worked closely with the Congresswoman to assess her legislative priorities; researched and tracked policy proposals for multiple areas — including Social Security, taxes, the federal budget, women's health and foreign affairs — to develop position papers and inform the Congresswoman's votes
- Coordinated all logistics for the 21st Annual Congressional Arts Competition National Reception, which drew more than 1,000 members of Congress, high school students and their families to Washington, D.C.; specific responsibilities included reception site selection and setup; contracting for food / beverage, event photographer and support staff; and arranging travel for VIP speaker
- Seized opportunity to reduce six-month correspondence backlog in just three months and more quickly respond to constituents' concerns by creating innovative process to assess letters and reply with pre-crafted responses, all while maintaining the office's 200,000-person database.
Reporter
WINSTON-SALEM JOURNAL
09.1999 - 01.2001
- Communicated all aspects of eastern Forsyth County (Kernersville and Walkertown) news, including town government, crime, education and religion, transforming everyday community occurrences into compelling news stories.
Education
Mini-MBA - Brand Development And Marketing Communications
RUTGERS UNIVERSITY
Virtual05.2022
Master of Arts - Political Management
THE GEORGE WASHINGTON UNIVERSITY
Washington, D.C.05.2002
Bachelor of Arts - Journalism/Mass Communications & Political Science
THE UNIVERSITY OF NORTH CAROLINA AT CHAPEL HILL
Chapel Hill, N.C.05.1999
Skills
- Cross-functional team leadership
- Strategic planning
- Executive-level communications
- Copywriting / copyediting
- Public relations
- Social media management
- People management
- Project management
Timeline
Director, Public Relations & Communications
NATIONWIDE MARKETING GROUP
04.2019 - 05.2024
Director, Copywriting & Public Relations
VELA STRATEGIC MARKETING & PUBLIC RELATIONS
06.2003 - 04.2019
Legislative Aide & Legislative Correspondent
OFFICE OF U.S. CONGRESSWOMAN HILDA L. SOLIS
05.2001 - 11.2002
Reporter
WINSTON-SALEM JOURNAL
09.1999 - 01.2001
Mini-MBA - Brand Development And Marketing Communications
RUTGERS UNIVERSITY
Master of Arts - Political Management
THE GEORGE WASHINGTON UNIVERSITY
Bachelor of Arts - Journalism/Mass Communications & Political Science
THE UNIVERSITY OF NORTH CAROLINA AT CHAPEL HILL
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