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Work Background
Visit North AlabamaGraphic Designer & Community Engagement Coordinator
Jun. 2024Collaborates closely with senior leadership to conceptualize and execute creative assets for various marketing endeavors across Visit North Alabama's 16 counties and their members. Using expertise in visual storytelling and strategic messaging contributing to branding, advertising campaigns, and presentations tailored to diverse audiences. Additionally, playing a pivotal role in brand asset management, overseeing print production, and crafting engaging content for online platforms, including email and social media channels. As the Community Engagement Coordinator, Randa spearheads efforts to cultivate and maintain relationships within Colbert, Lauderdale, Limestone, and Madison Counties. Actively seeking out new members for the organization, nurturing existing partnerships, and striving for maximum membership retention. By providing steadfast support to AMLA member events and programs, she ensures a vibrant and cohesive community network.
Miles PartnershipAccount Supervisor
Nov. 2022 - May. 2024United StatesResponsible for daily destination-marketing account management support, overseeing various aspects of the client's business. Collaborates extensively with creative, media, and production teams, guiding internal teams to deliver projects on time and to high standards. Works closely with the Account Director to align strategic goals within budgetary constraints. Proficient in marketing and experienced in integrated agency disciplines, including media, creative, website development, and print publication. Manages day-to-day account activities, fostering strong client relationships and demonstrating financial stewardship by making informed budget decisions. Passionately advocates for the brand's cause, actively assisting in storytelling. Leads internal teams to ensure the delivery of exceptional services and products, playing a crucial role in achieving clients' business objectives through strategic planning.
North Alabama Medical CenterDirector of Communications and Marketing
Jan. 2021 - Nov. 2022Florence, Alabama, United StatesI developed and led the marketing and communications strategy for a 263-bed acute care facility; creating and monitoring print, radio, television, cinema, direct mail, and digital campaigns in order to achieve multiple layers of interaction with hospital services. I served to advance and further the mission, vision, and values of LifePoint locally through creative internal and external communications practices; maintaining a close and supportive relationship with the hospital CEO and leadership teams. • Develop and lead the marketing and communications strategy for a 263-bed acute care facility; creating and monitoring print, radio, television, cinema, direct mail, and digital campaigns in order to achieve multiple layers of interaction with hospital services serving to advance and further the mission, vision, and values of LifePoint Health locally through creative internal and external communications practices; maintaining a close and supportive relationship with the hospital CEO and leadership teams
•Maximized branding initiatives by strengthening program outreach and communication between marketing and public relations.
• Built and strengthened strategic relationships with vendors, advertising agencies and leading healthcare industry partners.
• Directed marketing projects through conceptual planning, schedule management and final implementation.
Yedla Hotels Corporate Marketing Manager-Marriott and Hilton Brand
Jan. 2021 - Jan. 2022• Conceive and implement integrated marketing communication plans that maintain Marriott and Hilton brand consistency, maximized effectiveness, meet measurable objectives and execute customer and group relationship management strategy
• Develop, implement, monitor and evaluate the individual hotel properties’ marketing communications strategy for advertisement, promotions, and public relations to support corporate marketing objectives
• Design graphics and collateral to support maximum exposure of the corporate brand and each hotel property in local, national and international markets
• Manage and direct tactical promotions and offers to drive individual and group revenue while handling corporate web and social channels.
• Established, initiated and optimized business development strategies based on company targets, product specifications, market data and budget factors.
The University of West AlabamaAdjunct Professor of Writing for the Mass Media and Advanced Media Writing
May. 2020• Review and improve syllabi for Writing for the Mass Media (IMC 320), Advanced Media Writing (IMC 420) and Editing Practicum (IMC 259) online courses, understand students’ needs and develop engaging lesson plans and learning resources based upon those needs
• Engaged students with insightful and compelling classroom discussion of topics relevant to coursework to boost student learning and retention. Manage syllabus materials, facilitate class instruction, evaluate student performance and adhere to protocol guidelines
• Defined and articulated goal learning outcomes, performance metrics and changes to improve student learning.
• Worked closely with College of Liberal Arts Dean to develop and implement Integrated Marketing Communications curriculum for improved learning and student performance.
Florence/Lauderdale Tourism BureauManager of Media Relations
Jan. 2017 - May. 2021Florence, Alabama• Oversaw social media presence and aligned posts to include branding and trending ideas.
• Fostered positive relationships with key business journalists in national and trade publications.
• Oversaw team of communications and media relations professionals with focus on achieving PR results.
• Authored fresh and engaging press releases and prepared complete press kits.
• Managed editorial calendars and rescheduled PR events and meetings.
• Built and strengthened industry partnerships to improve product placements, amplify coverage and maximize effectiveness of marketing strategies.
• Cultivated and managed relationships with local, national and international media professionals.
• Stayed up-to-date with current technologies and trends in social media, design tools and applications while implementing new features to develop brand awareness.
SiteOrganicCustomer Marketing Specialist and Website/Graphic Designer
May. 2016 - Jan. 2017Birmingham, Alabama Area• Develop and manage a variety of marketing campaigns using multi-channel tactics to engage and retain customers
• Oversee all user-experience and accessibility tests for client websites, remedy any website accessibility issues and test all southeastern client websites with commercial accessibility tools for responsiveness, ADA compliance, and accessibility
• Advised client on web site marketing and funnel strategies based on comprehension of SEO and web best practices.
• Conducted testing and review of website design for responsiveness, clarity and effectiveness.
• Built and styled new mobile-friendly websites, transitioning legacy presentations to simultaneous easy-to-use versions.
• Implemented website maintenance, content management, updates and security resource tutorials to assist end-user training.
Livingston PressGraphic and Web Designer
Dec. 2015 - Apr. 2016Livingston, AL
Downtown Baby/Southern ChicBrand Designer, Graphic Design, Social Media Marketer
May. 2015 - Apr. 2016Tuscaloosa, AlabamaI was responsible for assisting the owner in social media marketing strategies. This entailed taking professional grade images, creating captions, and appealing to our target market effectively. I also still do freelance work for the company which includes custom baby announcements, birthday invitations, and other custom stationery. Recently, the company changed names to Southern Chic: A Monogram and Gift Boutique. I was chosen as their logo graphic designer where I was able to create and rebrand that company successfully before opening day.
UWA Muse NewspaperEditor in Chief
Jan. 2015 - Apr. 2016Livingston, AL• Collaborated with creative director and copywriting team in completing all phases of client projects from planning to on-time completion of quality deliverables
• Interviewed, hired, and trained staff members including editors, photographers, journalists and translators.
• Supported and encouraged editorial board to provide independent and objective advice, opinions and perspectives to enhance publication.
• Adhered to ethical guidelines and standards to promote responsible publication and media practices.
• Established editorial direction and publication policies and procedures and monitored and maintained functional consistency.
• Determined readiness of written pieces, made changes and approved final versions for publication.
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