Krista Roberts

• Lead, create and implement internal and external communication strategy to establish consistent and timely messaging.
• Develop and execute comprehensive communications strategies to increase brand awareness and engagement.
• Write content for articles, website and social media campaigns.
• Collaborate with internal stakeholders to design strategies for messaging and communications.
• Create and manage social media campaigns to increase brand engagement.
• Oversee development and strategy of marketing copy, images, videos, emails, and other collateral.
• Continually maintain and improve college's reputation and positive image in markets served.
• Coordinate with design and media teams to develop high-quality creative assets.
• Optimize email campaigns to increase open and click-through rates.
• Oversee promotion and marketing of college-driven special events.

• Established concrete connections with target audiences through directly managing print, digital, and social media communications processes as well as community relations events
• Spearheaded brand integrity and consistency by overseeing market content quality
• Boosted community engagement and growth through coordinating e-learning programs, professional development conferences, and various initiatives
• Forged concrete relationships between internal/external stakeholders and vendors by performing as a liaison and maintaining regular communications
• Doubled e-newsletter readers, drove web traffic by 234%, and raised new users by 311% through delivering compelling/useful content, inspirational visuals, and engaging social media campaigns
• Heightened awareness/understanding of behavioral health careers among students, mentors, and advisors by establishing the Career Pathways Campaign, including brochures, website, testimonial videos, and social media presence
• Supported organization voice and consistency within key messaging/branding through website articles, monthly stakeholder newsletters, educational campaigns, and annual reports, achieving statewide influential media coverage
• Supported growth and awareness of a statewide jobs website by securing private funding to bolster employer engagement and boost organic traffic by 47%.

• Drove regular operations through managing internal/external/online communications, corporate events, annual employee meetings, and digital/social media content and strategies
• Ensured consistency across creative and collateral deliverables by maintaining communication with graphic designers and printing vendors
• Headed community relations program through handling corporate charitable donations, volunteer recruitment, and event sponsorships
• Enabled ~1K employees within seven service lines to remain up-to-date on organizational development, changes, community relations, and HR announcements through establishing the first monthly employee e-newsletter
• Arranged for the largest corporate donation and employee participation number for the Alzheimer’s Association Walk by directly heading marketing, sponsorship, and charitable involvement efforts
• Improved stakeholder engagement/partnerships, boosting referrals and overall occupancy, through managing the committee for and organization of a quarterly professional development series.

• Aided multiple community events/activities for military families by handling commercial sponsorship programs, obtaining sponsors/advertisers
• Streamlined daily content development through heading publication, website, and social media writing/editing
• Established weekly messaging priorities/goals to promote engagement among the military community through regularly meeting with public affairs executives
• Bolstered sponsorship funding by 62% and advertising income by 112% within a year for military family programs through repackaging/simplifying ad purchase processes and building collaborative relationships within the business community
• Successfully saved the base signature community service competition by achieving $5K in corporate sponsorships, leading to a record of 21 teams completing projects for 21 community organizations.

• Drove brand awareness and community engagement through overseeing the development/launch of annual marketing strategies within 36 bakery-cafes across three markets as well as local advertising/public relations from concept to completion
• Forged concrete relationships with non-profit community partners by negotiating key sponsorship agreements and developing promotions with community impact
• Headed financing by managing quarterly forecasting and monthly financial reviews
• Promoted seasonal bread gift card sales by 10% while simultaneously supporting the Make-A-Wish Foundation (10% of sales donated) through coordinating the market-wide holiday giving promotion, “Dozen from the Oven”, including raising awareness through live radio segments featuring “wish” recipients
• Garnered $14K in donations with the “Panera’s Warm Wednesdays” campaign by working in conjunction with local food banks during Hunger Awareness Month.

· Created and managed public relations and marketing strategies and plans for the following clients: Central Market, USMD Hospital, and Texas Wesleyan University, among others

• Worked with marketing teams to design campaigns and communications.
• Monitored effectiveness of various campaigns and communication strategies.
• Enhanced media statements and presentations before sending to general public or media organizations.
• Engaged in professional networking to maintain strong relationships with communications and media professionals to drive partnerships and effective dissemination of mass communications.
• Created and executed targeted PR campaigns to raise awareness of organization and initiatives.

· Directed public relations account service for boutique advertising and public relations agency

· Handled public relations efforts for clients in the following industries: agriculture, animal health, apparel manufacturing, health and fitness, hospitality and tourism, non-profit associations, and nursing

· Wrote and edited internal newsletters for a variety of clients; coordinated creative design and production

· Established agency’s public relations business resulting in steady annual billings growth and doubling PR staff

· Planned, wrote and executed a national public service awareness campaign resulting in 200 million U.S. impressions in broadcast and print media; achieved 8-to-1 return on investment

· Recognized for public relations campaign execution at All Industry Marketing Awards, 2001/2002, Dallas, TX

· Received Bronze Quill Award of Excellence, Award of Merit and Honorable Mention awards for national pet health PSA campaign, International Association of Business Communicators, 2002, Fort Worth, TX

· Directed internal and external communications for The Cooper Aerobics Center, which consisted of the following business units: preventive medicine facility, research and education institute, fitness center and day spa, wellness program, on-site hotel, and consulting division

· Lead publicist for Dr. Kenneth H. Cooper, M.D., M.P.H., author and leader of physical fitness movement

· Member of executive management team; managed staff of three

· Managed brand standards across all business units; oversaw creative development of collateral materials

Managed community relations involvement; negotiated business partnerships and event participation

· Responsible for public relations efforts for all clients at a boutique advertising agency

• Coordinated press releases and handled press inquiries for [Type] company.
• Assisted with marketing strategy development to increase public awareness and customer engagement.
• Communicated with media weekly to build relationships and optimize press coverage.