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Meet Brentwood Senior Marketing Manager: Christina Erwin

Today we’d like to introduce you to Christina Erwin.

After graduating from Texas Christian University with a degree in Broadcast Journalism, Christina spent the early part of her career as a crime reporter for a Fox News affiliate in Louisiana. After realizing her passion was not to be in front of the camera, Christina made the journey to Los Angeles, taking a position at a boutique PR firm securing press for brands and celebrity clients. It was there that she was able to combine her love of brands and entertainment with her ability to craft unique stories. A new career path was born!

From there, she started marketing and doing creative work for such brands as Proactiv and Menchie’s Frozen Yogurt. Now, she runs the marketing division at Konnect Agency where she creates campaigns and creative for lifestyle and franchise brands.

Has it been a smooth road?
I had my challenges when I moved to LA. Marketing firms didn’t exactly jump at the chance to hire a former TV reporter. I definitely had to prove that I was indeed a creative and could do much more than write copy for the news. I did a lot of freelance assignments and worked for free just to get in the door. The turning point was when I got hired to pitch up-and-coming brands to the media, a field that I knew very well as a previous reporter. Once I mastered PR, I quickly moved into marketing and creating bigger campaigns for those brands.

What is the most difficult part of what you do?
The hardest part of my job are those first couple of months working with a new brand. Learning their systems, how they talk to consumers, what their brand voice is. Those first few assignments can be like navigating landmines as you get up to speed. But, the onboarding phase is also the most exciting. It’s during that time when I really get to create and come up with out-of-the-box campaigns that the brand may have not done before.

What are you striving for, what criteria or markers have you set as indicators of success?
I look at numbers to define success when it’s applicable. Brands speak in numbers so I always want to speak in numbers too. Creative work can be ambiguous, but it is all about getting people to take action and learn. If a campaign is not getting a certain amount of impressions, engagements or increasing sales – is it really a success? Most likely not in the client’s eyes. A happy client and making a real difference for the brand is everything!

So, what should we be on the lookout for, what’s next in store for you?
Marketing is ever-changing, so I want to continue learning and incorporating new platforms into my work. I have the best job at Konnect Agency and am excited to continue growing my marketing team. Oh, and I also really want to work with Dry Bar. Dry Bar, if you’re listening, I’m your biggest fan. Call me!

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