Makena Patterson
Phoenix
Summary
Former Division I volleyball player (Texas A&M) who now brings the same drive, commitment, and team-first mentality to a career in strategic communications. Passionate about pop culture and trends, with experience in corporate and consumer communications across industries including sports, technology, travel, entertainment, food & beverage, and financial services. Skilled in developing and executing communications strategies that keep brands relevant and impactful in an evolving media landscape.
Overview
5
5
years of professional experience
Work History
Associate
TrailRunner International
07.2022 - Current
- Leads day-to-day fulfillment of client work from ideation to execution, with a focus on project and account management.
- Leverages reporter relationships to earn high-impact, strategic media placements and provides logistical planning/on-site support for client events and media meetings.
- Serves as the direct point of contact for clients, and manages a team of Analysts at a high operational tempo to achieve measurable objectives.
- Compiles 360-degree strategic communications plans that encompass internal and external communications, with tailored approaches for all relevant stakeholders.
- Drafts complex written materials, including op-eds, blogs, and memos, from the point of view of various C-suite executives.
- Active participant in numerous internal initiatives, including the interview process for Analyst candidates, and the creation and presentation of professional development curriculum for junior level talent.
Analyst
TrailRunner International
09.2020 - 07.2022
- Supported day-to-day execution of client assignments and implemented communication plans at a tactical level, including drafting relevant communication materials such as press releases, media advisories, anticipated Q&A, and media briefing documents and talking points.
- Researched and analyzed global media trends and relevant case studies that informed strategy recommendations related to client communications and business processes.
- Leveraged tools including the Bloomberg Terminal, Meltwater, Critical Mention to monitor and analyze media coverage in real time pertaining to clients, competitors, and industries and develop robust media reports and analysis.
- Strategically developed media and influencer lists, identifying the most relevant audience and platform for client's external communications.
- Developed social media strategies and drafted content for C-level executives to improve their visibility among industry peers and media.
Intern
TrailRunner International
06.2020 - 09.2020
Education
Bachelor of Science - Psychology
Texas A&M University
12.2019
Career Highlights
Elevating Sports Beyond the Game: Leveraged strong relationships across culture, lifestyle, and entertainment media to secure a drumbeat of coverage for the leading nonprofit dedicated to advancing women’s sports, broadening its reach beyond traditional sports outlets. Developed and executed a media strategy to expand an NFL team’s international presence, strengthening its global reach and fan engagement. Skilled in making sports news relevant beyond the sports landscape by positioning stories at the intersection of business, culture, and social impact.
High-Impact Consumer Media Campaigns: Managed the planning and execution of PR campaigns around culturally relevant moments, including the Olympics, Super Bowl, back to school, and summer vacation, leveraging influencers and celebrity spokespeople.
Protecting Reputations in Critical Moments: Handled issues and crisis communications for a location services company amid the overturn of Roe v. Wade; an executive misconduct issue for a Fortune 300 company; and a front-office controversy for an NFL team. Executed reduction in workforce communications for companies across sectors, including food & beverage and technology.
Communicating Transformational Business Moves: Managed media relations and other communications efforts for the IPO and eventual sale of a leading fashion resale marketplace. Assisted location services company with a $205 million acquisition and the announcement of the new combined offering.
Positioning Leaders as Industry Voices: Secured relevant awards and speaking opportunities at conferences and industry events for C-level executives within sports, financial services, healthcare, and technology.
Timeline
Associate
TrailRunner International
07.2022 - Current
Analyst
TrailRunner International
09.2020 - 07.2022
Intern
TrailRunner International
06.2020 - 09.2020
Bachelor of Science - Psychology
Texas A&M University
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