After working in the public sector for almost 6 years, Lucille was ready for a change. She wanted to put her marketing knowledge and competitive spirit to the test, so going to work at a rapidly growing, industry-revolutionizing company like Joe Manausa Real Estate was the challenge she was looking for. Lucille started in the fall of 2017 and has never looked back.
As the Marketing Director at Joe Manausa Real Estate, Lucille works to increase lead generation by improving web visibility and traffic through the development and execution of sound multi-channel marketing strategies.
Online efforts include oversight of the company’s Google AdWords campaigns, Facebook advertising, YouTube commercials and SEO results. Offline PR initiatives involve ongoing outreach to past clients with the goal of generating new customers, as well as earning editorial coverage in local newspapers, on the radio and on local TV stations.
When Lucille isn’t working, you can find her playing with her Aussie-mutt, Sierra, or convincing her husband to travel to some far-flung corner of the world (with a very detailed itinerary in hand, of course).
While working as the Public Relations Representative at VISIT FLORIDA, the state’s official source for travel planning, she oversaw all PR efforts that took place in the United States, India and Canada. This included management of 2 international agencies to ensure media coverage goals were met each month as well as the planning and implementation of 6 media events with top travel journalists from publications like National Geographic, Family Traveller, Saveur, Conde Nast, AAA Magazine and many more.
Although not part of her job duties, Lucille recognized the need for a media website and watched YouTube videos to learn basic HTML coding skills and built an online press room using WordPress. The site is still being used today. She also wanted more qualified interns working in the department so she took on the additional responsibility of interviewing, hiring and training 2-3 new interns per year.
In December of 2015, Lucille was promoted to Global Public Relations Manager. Recognizing the importance of fiscal responsibility when working with public dollars, Lucille took the time to review every agency contract and renegotiate them to ensure more deliverables were provided and VISIT FLORIDA received a higher return on their investment.
Lucille also implemented new reporting metrics for the department to ensure her team’s projects were tracked and successes were measurable. Results were translated into dollars to show value to the leadership team and the board of directors, who historically viewed the Public Relations department as a secondary department when compared to Sales and Marketing.
Prior to accepting the job at Joe Manausa Real Estate, Lucille was promoted again to Senior Manager of International Marketing. In this role, she created a comprehensive co-op marketing plan so that small, medium and large travel and hospitality businesses could participate in marketing and advertising opportunities on an international level.
Always looking for new and creative opportunities, Lucille also took the initiative to meet with executives from airlines, online travel agencies, state agencies and other industries to determine what synergies exist and create new programs that would benefit tourism to the state of Florida. She analyzed the various opportunities and presented them, along with research, to key stakeholders.
With an obsessive attention to detail and always conscientious of the bottom line, Lucille worked closely with her team to ensure all marketing programs were executed on time, within budget and achieving the goals set forth by the Department of Economic Opportunity, the VISIT FLORIDA Board of Directors and the Governor of Florida.
Because Lucille scored in the top 10% of all applicants accepted into Florida State University’s Integrated Marketing Communications (IMC) Master’s program, she was offered a 90% tuition reduction, providing she took a full load of courses each semester.
At the same time, Lucille was offered and accepted a full-time position with VISIT FLORIDA. Lucille juggled both roles effectively, graduating magna cum laude from Florida State University and perfecting her sales skills by pitching partnership opportunities to tourism and hospitality businesses around the state. In one year at VISIT FLORIDA, Lucille and her team signed up 1,200 new tourism clients.
In January, Lucille moved to Tallahassee, Florida with the intention of living there a year to gain in-state residency status and go to law school. During this time, she worked as an assistant to the CEO of a small, private technology company and got to see the inner workings involved in running a business, which seemed much more exciting than memorizing case law. So, instead of law school, she applied for and was accepted into Florida State University’s Integrated Marketing & Management (IMC) Master’s program.
During her time at the tech company, Lucille volunteered for projects within every department, to learn as much about running a company as possible. She saved the company more than $1,300 a year by finding a new health insurance provider, she took over accounts payable to ensure vendors were paid on time and she wrote, edited and published a monthly newsletter, which was distributed to 800 clients.
She also launched the company’s Facebook account and held contests to increase followers by 50% during the 5 months she oversaw the page.
Although Lucille received multiple full-ride scholarships to any university in her home state of Alaska, after high school she wanted to get out and see the world, so she accepted a partial academic scholarship to the University of West Florida in Pensacola where she earned her A.A. degree. Needing more of a challenge, she transferred to Clemson University, which offered more rigorous classes, a greater diversity among the student population and the opportunity to spend a semester abroad.
Lucille lived in Belgium for 8 months, chose to take her classes in French (her minor) instead of English, and took advantage of the inexpensive transportation options, which allowed her to visit Germany, France, Croatia, Spain, Luxenberg and the Czech Republic. Spending time abroad taught her how to effectively communicate with people from varying cultures and walks of life.
Lucille graduated cum laude in December of 2010 with a Bachelor of Science degree in Marketing.
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