FRANCES SAUNDERS
DALLAS-FORT WORTH,TX
Summary
Strategic marketing and communications leader with 30 years of experience connecting organizations with diverse audiences in Dallas-Fort Worth. Expertise in building cross-sector partnerships, translating objectives into impactful public strategies, and executing complex initiatives. Combines community engagement, brand development, and media strategy to drive measurable results.
Overview
36
36
years of professional experience
Work History
DIRECTOR OF MARKETING, PROMOTIONS & COMMUNITY ENGAGEMENT
K104-FM & KRNB-FM
Dallas-Fort Worth, USA
10.1990 - 07.2026
- Directed integrated marketing, public-facing communications, community engagement, promotions and brand strategy for two influential major-market radio stations, guiding initiatives that strengthened visibility, audience trust and client value.
- Served as a strategic advisor to station leadership, Sales, Programming, Digital, talent, clients and agencies, aligning business objectives with culturally relevant campaigns, sponsorships, partnerships and community programs.
- Led sponsor strategy, budgets, marketing, talent coordination, staffing, vendors, production, audience engagement and multi-platform communications for major public-facing initiatives.
- Developed deep client-station integration for national and regional brands, connecting sponsor goals with on-air messaging, digital content, talent, community partnerships and live engagement to create authentic audience experiences.
- Cultivated partnerships with corporate and nonprofit organizations, including Chase, 7-Eleven, H-E-B, McDonald's, AT&T, Disney, Dallas Mavericks, Mark Cuban Foundation, Dak Prescott's Faith Fight Finish, and DeDe McGuire Foundation, enhancing community engagement and sponsorship opportunities.
- Planned and produced signature community and entertainment initiatives from concept through completion, including K104 Summer Jam for 10,000+ attendees, KwanzaaFest for 40,000+ attendees over a weekend, Women's Empowerment and DeDe in the Morning's Backyard BBQ.
- Built and sustained relationships across corporations, municipalities, colleges and universities, HBCUs, schools, nonprofits, foundations, small businesses and neighborhood organizations throughout Dallas-Fort Worth and beyond.
- Created brand identities and audience-facing assets, including logos, station vehicle wraps, campaign concepts, voiceovers, digital content, promotional messaging and visual brand elements.
- Produced voiceover and branded audio work for local and regional markets, including Dallas College and Chase, enhancing campaign credibility and audience connection through tailored messaging.
- Partnered with Dallas College and a broad network of colleges and universities on student-focused programs, promotions, enrollment and community initiatives; also mentored students from HBCUs outside the Dallas area.
- Recruited, trained and directed promotions and street teams composed largely of college students, recent graduates and young entrepreneurs, developing professional skills while delivering consistent, brand-aligned field execution.
- Established a structured Street Team School covering brand representation, client service, event readiness, audience interaction, communication standards and professional development.
- Supported workforce and community outreach through job fairs, college fairs, health fairs, public-service campaigns, and nonprofit partnerships, increasing the stations' visibility and engagement in local communities.
- Produced multi-platform campaigns supporting nationally syndicated DeDe in the Morning across 80+ U.S. markets, coordinating messaging, promotions, affiliates, talent and digital engagement.
- Managed cross-functional teams of 20+ employees and brand representatives while overseeing priorities, budgets, timelines, vendors, reporting and simultaneous client and station deliverables.
- Strategic communications: Turn complex objectives into clear, culturally relevant messaging across broadcast, digital, social and in-person channels.
- Client stewardship: Balance organizational goals, sponsor expectations, community needs and brand reputation throughout execution.
Education
Master of Science - Marketing, Digital Marketing & Advertising
Liberty University
Bachelor of Arts - Political Science, Business
University of Texas at Arlington
Skills
- Public-Facing Communications
- Community and Stakeholder Engagement
- Strategic Partnerships
- Community relations
- Grassroots & Field Engagement
- Multicultural Outreach
- Digital media strategy
- Brand storytelling
- Community events
- Client integration
- Project delivery
- Team development
- Public Affairs Support
Selected Value For Clients
- Stakeholder outreach: Identify trusted community voices, build coalitions and create pathways for meaningful participation.
- Strategic communications: Turn complex objectives into clear, culturally relevant messaging across broadcast, digital, social and in-person channels.
- Partnership development: Connect clients with educational institutions, nonprofits, corporate sponsors, small businesses and community organizations.
- Field activation: Build and manage trained outreach teams for meetings, resource fairs, campaigns, surveys and community initiatives.
- Client stewardship: Balance organizational goals, sponsor expectations, community needs and brand reputation throughout execution.
Community Network
- Colleges, universities & HBCUs
- Municipalities & public agencies
- Nonprofits & foundations
- Corporate sponsors & advertisers
- Small businesses & entrepreneurs
- Media, talent & entertainment partners
Core Expertise
- Community & Stakeholder Engagement
- Public Affairs Support
- Strategic Partnerships
- Corporate & Community Relations
- Multicultural Outreach
- Public-Facing Communications
- Client Integration & Sponsorships
- Grassroots & Field Engagement
- Brand Strategy & Storytelling
- Digital, Social & Media Strategy
- Public Meetings & Community Events
- Team Leadership & Development
- Budgets, Vendors & Project Delivery
Timeline
DIRECTOR OF MARKETING, PROMOTIONS & COMMUNITY ENGAGEMENT
K104-FM & KRNB-FM
10.1990 - 07.2026
Master of Science - Marketing, Digital Marketing & Advertising
Liberty University
Bachelor of Arts - Political Science, Business
University of Texas at Arlington