Marketing & Communications Manager

My approach as Marketing and Communications Manager at TEDC would be shaped by more than 20 years of experience crafting persuasive stories for organizations and finding the most effective ways to share them.

Research: I would begin by gaining a thorough understanding of the resources and opportunities available to businesses and industries in the Tomball community. Speaking with the current TEDC team, local stakeholders and successful businesses would help me uncover the amenities and advantages that make Tomball stand out from other locations.

Target: With that understanding in place, I would focus on aligning Tomball’s unique benefits with the needs of target industries or businesses. Part of this process would involve identifying which industries are most likely to respond to Tomball’s strengths. I’m a firm believer in tailoring messages to specific audiences and selecting the marketing tactics that will resonate most effectively with them.

Create: Once the messaging and targeting strategies are clear, I would develop engaging, consistent content that speaks directly to the audience. Whether it’s long-form or short-form content, the messaging would be designed to connect meaningfully with prospects. A comprehensive campaign using a mix of paid and earned media would help reinforce key messages across multiple channels.

Execute: A clearly defined marketing plan is essential for success. It ensures accountability, keeps the project on budget, and—while it may seem counterintuitive—makes it easier to adapt to changing conditions. By planning the work and then working the plan, we can execute effectively while staying agile.

Evaluate: Measuring the effectiveness of marketing efforts is just as important as executing them. Tracking metrics like phone calls, open rates, responses, CPC, and impressions provides valuable insights into what’s working and what can be improved. I believe every marketing initiative should start with a clear plan for how success is evaluated along the way.

As Communications Manager at Lone Star College-North Harris, one of my most significant initiatives was leading the complete re-launch of the cosmetology program in partnership with Farouk Systems and CHI. 

With CHI’s headquarters located near the campus, the new program was designed to hold classes at their facility. Entrepreneurial training became a key component of the curriculum, making it essential to attract highly talented and driven students. While the program’s cost increased significantly, financial aid options were available to support students.

With backing from others in our department, the Lone Star College System Office, and Farouk Systems, I took on the responsibility of planning both the public relations campaigns for the groundbreaking and grand opening and the recruitment campaign.

To drive awareness and applications, I implemented a multi-channel strategy that included press releases, media kits, social media, direct mail, paid search, digital ad placements, a cable television buy, and even a billboard along I-45. These efforts directed potential recruits to customized interest forms and trackable phone numbers, ensuring we could measure the campaign’s effectiveness.

In less than four months, the program received over 160 applicants and 250 prospective applicants for fewer than 25 available spots. The paid search portion of the campaign was particularly efficient, costing under $5,000 with a CPC of just $1.08. It also resulted in both print and television earned media.

One of the first projects I worked on with a Houston-area marketing agency that I still collaborate with was a complete content update for the REE Medical website. A private equity group had invested in the business, and marketing help was brought on to increase leads for their VA disability claim support services.

While the project wasn’t unlike others I had worked on, it was the largest I had taken on with the agency, and REE's leadership was in transition. Those two factors led to conflicting directions and a lack of clarity on client expectations. When substantial revisions began to come back on submitted content, it became clear that a new approach was needed.

I suggested scheduling a call with all current stakeholders to align on expectations and procedures. We established a clear process for reviewing new content, including regular calls to discuss progress and next steps. This new process eliminated conflicting guidance and allowed me to create content that could be reviewed quickly and approved with minimal changes.

The experience reinforced that, even as an independent contractor brought on to execute another agency’s vision, it’s critical to take ownership of a project's foundational aspects. Without that, the result is more than likely to be wasted time, frustrated clients and rushed or sub-par content.

The key to measuring success is setting clear goals early on and establishing a way to track progress toward those goals. It’s also just as important to evaluate how the work contributed to the organization’s broader objectives.

On a practical level, I focus on measurable outcomes such as how many people engaged with the campaign, how many leads or inquiries it generated and whether we stayed within budget. 

However, success isn’t just about the numbers. It’s also about the quality of the connection made with the audience. Did the campaign resonate with the right people? Did it communicate the message clearly and leave a lasting impression? Did it help build trust or create opportunities for the future? These factors are as important as the metrics.

I also value the relationships built during a campaign. If I find a reliable vendor or creative partner, strengthen collaboration within the organization, or establish a new community resource through my work, that will add to the overall success of the effort.

If you’re willing to look for them, every campaign provides valuable insights into what worked, what didn’t and why. Regardless of the form it takes, that feedback is essential for improving future efforts and ensuring we’re always moving closer to the stated objectives.