Download PDF

Summary

With more than eight years of experience across various facets of public relations and communication my strengths lie in marketing communications, media relations, community relations, internal communication, event promotion, strategic planning, branding and public speaking. A constant desire to learn and progress, and passion for what I do have helped me excel in the industry.

Work experience

May 2009Present

Director of Communications

USA Cycling, Inc.

As the Director of Communications for the non-profit national governing body for the sport of cycling I direct the activities and staff of the communications department with the goal of growing the brand awareness of USA Cycling and the awareness of the sport of cycling in America.This includes managing effective written and verbal communication; both externally with local and national media and internally amongst various organizational stakeholders. Both strong brand marketing ability and crisis communication expertise are key in helping achieve departmental goals. Relationship building with strategic partnership managers and various stakeholders including event organizers, local associations, coaches, and other Olympic organizations is another key component in achieving our purpose of growing the sport.

  • Plans and directs the activities of the communications department including day-to-day management of five-person staff
  • Establishes and manages the annual departmental budget
  • Governs organization's overall brand including production and placement of integrated marketing campaign
  • Established the organization's social media presence, strategically growing its reach into the tens of thousands
  • Drives proactive and manages reactive media relations efforts resulting in nearly $3 million in annual publicity value
  • Oversees the organization's online presence, increasing traffic nearly 20% from 2010-11
  • Manages and contributes to the organization's editorial including writing and editing copy for  press releases, web content, feature stories, newsletter content and internal communications.
  • Oversees the activities, including contracts and financials, of independent contractors
Mar 2007May 2009

Communication Manager

USA Cycling
  • Plan and coordinate media exposure surrounding 16 national championship and national calendar events, working closely with event promoters
  • Coordinate promotion of company and industry news, including creating, writing and distributing press releases and additional communication pieces to cycling, Olympic beat and mainstream sports media as well as USA Cycling members and stakeholders
  • Assist in the management and creation of content for USA Cycling's website
  • Coordinate in-kind and cooperative integrated marketing campaign with the goal of raising awareness and educating recreational cyclists on the competitive arena 
  • Organize and facilitate media relations plan with a focus on placement of USA Cycling-related features in various lifestyle and sports publications
  • Fulfill media requests for interviews, photos, statistics & various cycling-related information
  • Served as a United States Olympic Committee Press Officer for the sport of cycling at the 2008 Olympic Games in Beijing, China
Mar 2005Feb 2007

Communication Manager

Snowshoe Mountain, Inc.
  • Led communication department at the Southeast's largest four season resort, managing all internal and external communication initiatives, including acting as primary spokesperson for the Intrawest Resort  
  • Developed and implemented strategic media relations plan which, with directed pitching, resulted in numerous national and local television, newspaper and magazine placements 
  • Instituted comprehensive media measurement programs that reported over four million dollars of publicity value in broadcast coverage for a total of nearly 20 million dollars when combined with over 500 traceable print articles in the 2006 ski season alone 
  • Established contacts and maintained relationships throughout the industry 
  • Directed community relations task force with goal of alleviating decades of local public scrutiny 
  • Implemented comprehensive internal communication strategy including overseeing the launch of a new intranet website  
  • Assisted in developing and implementing marketing, branding and promotional initiatives, including small sponsorships and media buys 
  • Formulated, managed and allocated a nearly $200,000 yearly public relations budget
Aug 2003Mar 2005

PR/Development Coordinator

Kanawha HospiceCare
  • Coordinated overall internal and external communication for not-for-profit organization; helped raise nearly $2.8 million
  • Served as community and media liaison; coordinated outreach efforts, including advocacy and public speaking 
  • Organized and facilitated various fundraisers and special events, including marketing and logistics
Aug 2001Aug 2003

Media Relations Graduate Assistant

  • Handled all media relations/marketing and scoring/statistical efforts for Marshall University's NCAA Division I softball and soccer programs; Also assisted with 14 additional varsity sports programs and other university events
  • Garnered women's sports coverage and attendance in football dominated environment 
  • Coordinated player interviews and appearances

References

Bill Rock

"Andrea displays that rare combination of a professional and person who is continually striving to improve. She has the drive to work hard, willingnes to learn and the foresight to adapt. I'd be glad to have her as a part of my team once again."

-Bill Rock

former General Manager Snowshoe Mountain, Inc.

Brad Muller

"I've known Andrea Smith for more than 10 years. She is one of the most hard-working, intelligent and well-rounded individuals I have ever known. Even as a college student, Andrea displayed a maturity beyond her years and a work ethic which will carry her anywhere she wants to go. She would certainly be an asset to any future employer, and I would not hesitate to hire her for anything she applied for in the future. Andrea isn't satisfied with 'good enough', and takes pride in her work and in those with whom she is working. I've often said that I will one day probably be working for her, and still don't doubt that would happen. Feel free to contact me if you need more information about Andrea Smith."

- Brad Muller former Assistant Athletics Director for Public Relations Georgia College & State University

Steve Johnson

"Andrea has fully embraced the profound responsibility of managing the messaging and overall image of USA Cycling. Thanks largely to her efforts we have made a tremendous amount of progress in a very short time with regard to upgrading our communications programs."

Portfolio

Education

Aug 1997Jun 2001

B.A. Communication