Dallas-Fort Worth Metroplex
Alyssa has been a part of the AEC industry her whole life. Having a mother, grandmother, grandfather, and uncle who were all engineers, the building industry is in her blood. She even did her high school senior thesis on architecture. With a penchant for the industry and a passion for strategy and people, a career in AEC marketing was the perfect fit. Now the marketing manager for Polk Mechanical, she is responsible for supporting all of Polk Nation--the collective of Polk's employees, families, customers, vendor-partners, and community—in strategic marketing and communications. A native Texan, Alyssa is based in the Dallas-Fort Worth Metroplex but loves to read, travel, and experience new perspectives. With a knack for taking data and turning it into a plan, you can count on her as part of a successful team. An adaptive and creative professional with experience managing AEC marketing, communications, technology initiatives, and teams. Recognized for accomplishing high-profile undertakings, improving mar-comm operations, optimizing marketing expenditures, and advancing company goals and culture. Curious, analytical, and creative thinker: - INTJ - Triple Dominant on the HBDI - D/S on DISC - Ambivert Awards & Recognition: SMPS NTX Marketer of the Year LUNA Outstanding Administrative Professional
Contribute as an executive leader to the overall success of Cornerstone along with the CEO, president and VP of operations Lead sales enablement & sales operations initiatives Spearheaded expansions to new sectors (municipal, power, water, and data centers) through market research, strategic pursuits, and market intelligence Train and develop sales representatives Created new sales departmental structure and RREs Investigate job-level margins, customer churn, and sales KPIs with reporting Support Account Directors in deal throughput, including negotiation and pricing Co-create dashboards and sales tools in CRM with marketing agency Develop client experience feedback system through automated NPS surveys Own and manage sales & marketing budget Created commission structure and pay ranges for team Concepted and oversee major campaigns targeting sectors of semiconductor, contractors/construction, and STO work Neutralize sources of friction in client-facing activities, from AR to deal management/quoting Develop pricing models for services Source and lead major RFP responses Partner with sales consultant on developing ROI for sales roles, strategic KPIs, and comprehensive onboarding training Manage business development event and conference calendar for all of Cornerstone
Manage, develop, and lead a team of Account Directors responsible for estimating, account management, and sales. Dispatch new accounts and manage sales teams with the goal of <7 days to close on all quoted work for field and reliability services. Took point on the communications and office branding of the move to a new location, partnering with third-party vendors. Write technical SOPs for sales tools and develop Sales & Marketing Playbook. Helm weekly Sales & Marketing L10 meetings and participate in weekly Leadership Team L10 meetings. Led the rollout, wrote the SOPs, and trained the Ops and Sales team on Hubspot CRM and Sales Hub. Identify and eliminate bottlenecks in processes.
o Map out marketing and communication strategies that align with Polk goals. o Partner with leadership and peers to spot opportunities, position us as a leader, and stay ahead of industry trends. o Partner with Sales on Polk’s more complex pursuits with win themes, research, and assembly to continue growing our revenue, capabilities, and customer relationships, focusing on key verticals: data centers, healthcare, manufacturing, federal/government, hospitality/entertainment, higher-education, and more o Ensure that Polk’s prequalification process across the board is consistent, accurate, and up-to-date with the latest in accounting, legal, safety, and parent company (TriplePoint) information. o Hired, train, and lead a crew of marketing and comms professionals to do their best work. o Co-lead crisis communications with internal partners for timely, consistent messaging. o Be the guardian of our brand, ensuring everything we do is 100% Polk Nation. o Showcase our wins, innovations, and industry leadership in a way that gets noticed, especially with project, personnel, and company awards. o Lead corporate sponsorships and large events for the best execution and ROI. o Bring fresh, relevant, and impactful thinking for a lean marketing-communications operation. o Build strong connections and be a liaison with customers’ marketing POCs, stakeholders, industry organizations, and media across Polk geographies. o Be our face and voice at industry events, conferences, and trade shows. o Drive internal communications for a more connected Polk, creating alignment with our Core Ideology and goals for employees. o Support business development activity in our industry and geographies. Accolades: SMPS North Texas Marketer of the Year; LUNA Award - Administrative Professional fo the Year; 212 Award Winner - January 2024; Panel Speaker for TSAE Women's Summit on "Cultivating Authentic Leadership"
Launched Polk's first marketing department. Developed SOPs for marketing-communications. Strategic Planning, Budget Creation/Management, and Marketing Personnel Supervision. Create and execute marketing and communications plan that supports corporate, construction, service, safety, learning & development, human resources, and talent/recruiting initiatives. Lead, develop, and execute internal communications campaigns for a highly distributed workforce of 700. Activate change management at the enterprise-level including brand/style standards, internal marketing database, internal communications and engagement engine, recruitment marketing, and new templates for construction/service pursuits. Partner with OU leaders on the execution of their goals, including intra-departmental engagement, employee recognition, customer experience, and more. Write company culture assessment that has been integrated Into 3-year and 1-year corporate goals. Hire, train, and mentor Polk's first marketing intern. Innovate third-party AEC platform by providing new features and functionality. Created internal communication channels including first live-stream Company Update (town hall) and Polk Nation News (email). Co-sponsored Polk's first Construction Safety Week celebration (2023) and rollout of safety reference cards, stop work branding, and family communication. Onboarded marketing database platform and reorganize all marketing files, assets, and deliverables. Train and manage Polk's first marketing intern. Manage and partner with third-party social media agency. Integral to the launch of the Virtual Construction Exchange (VCX) committee with TEXO (2023) as well as the planning and execution of the launch happy hour event. Managed the creation of Polk sub brands including Polk Nation STRENGTH, employee milestones coins, and more.
Create and execute strategic and tactical marketing/business development plans for Henderson's Business Sector. Serving the practices of mission-critical, mixed-use, hospitality, multifamily, workplace/tenant improvement, warehouse/controlled environment agriculture (CEA), and core & shell. Assist in Texas regional development for all sectors. Change manager and executer during a period of high growth -- sector reorganization, transition to ESOP, new CEO, and the creation of Henderson Companies, the parent company of Henderson Engineers and Henderson Building. Committee/Affinity Group Membership: Give Back Volunteers (Dallas co-lead), Client Experience Tools & Processes, Dallas Fun Bunch Socials, EMPOWER, REAL (REAL Talk subcommittee), Think Tank, emerging practices/regions Additional Responsibilities: Dallas Office Evacuation Coordinator
• Ranked 1st in cumulative balanced scorecard, Conscious Capitalism, company reliability, sales productivity, and manufacturing productivity (Capstone Project: Marketplace Business Simulation) Coursework Includes: • IT Project Management • Data-Driven Decision Making • IT Strategic Solutions • Marketing • Managing Organizations and Leading People