Christina Royster
3613 Sir Thomas Way,
#1-A-22 · Silver Spring, MD 20904
240.277.8663 ·
christina@bigmediaagency.com
www.linkedin.com/in/christinaroystersykes/
BigMediaAgency.com
Twitter: @BigMediaCEO
Public Relations and Strategic Communications executive with a successful track record of garnering national and global PR and Communications results for national higher education entities. Analytical, detail-oriented Marketing and Communications professional with a solid history of creating and managing Integrated Marketing and Communications teams for advertising agencies in the DC, Maryland and Virginia areas focused on Public Relations, Search Marketing, Online Marketing, Social Media, Digital Advertising, Branding, Advertising, Membership, Management, Collateral/Website Development, Media Planning, Event Marketing, and Vendor Management. Chief Public Relations and Marketing officer with strong experience serving as Strategic Communications lead and spokeswoman in print, television and all matter of media.
PROFESSIONAL EXPERIENCE
President and CEO
Big Media Agency (Formerly Leverage Communications)
Rockville, MD March 2011 – Present
Big Media Agency is an integrated marketing communications firm that specializes in creating full service solutions
for large and small businesses. Building on expertise in traditional and non-traditional media, Big Media Agency creates winning integrated marketing communications strategy that solves business problems. BMA’s services span the gamut of marketing communications offerings in the areas of branding, public relations, search marketing, social media, media planning and buying, guerrilla marketing, video production and web design. Supervised a staff of more than 20, including a host of freelancers, art directors, copywriters, web developers, etc.
Notable Clients:
Actor, director, producer Bill Duke, Rockville Interiors, Social Media Access, Destination Own, The Campaign to Elect Kelly Fox, Baltimore Community Foundation, Reid Temple A.M.E. Church, NAACP ACT-SO Program, Old Town Trolley Tours, McKinley Media Group, Sheri Booker (Nine Years Under)
Director, Marketing and Communications
Publisher, NSBE Magazine and NSBE Bridge Magazine
The National Society of Black Engineers March 2015 – November 2016
Transformed NSBE’s Publications department into a Content Marketing department that uses the unique stories of African American engineers to drive an interest in the organization while creating revenue. Created NSBE’s “Be 1 of 10,000” campaign, an integrated marketing and communications effort in support of the society’s strategic plan goal to graduate 10,000 black engineers annually by the year 2025. Utilized strategic integrated marketing and communications tools and tactics to yield strong results in public relations (placed hundreds of print, television and web stories), search marketing, media planning and buying, web marketing, email marketing and video production. Supervised the creation of content related to each genre above, including campaign collateral found at Graduate10k.org. Transforming the organization’s identity into that of a top-tier resource for innovation and technology through branding, messaging and campaign execution. Superior research and data collection, creation of content in the following areas: print articles, press releases, video (as writer/producer), social media content, talking points and website copy.
Social Media Supervisor
Planit Agency/ Baltimore MD December 2013 – May 2014
Developed creative solutions and thought leadership for the successful management of global and national accounts. Ensured team results based on analytics and departmental growth. Created integrated marketing and social marketing strategies to drive social
engagement. Clients included beauty, home building, farming technology, entertainment and financial brands, etc.
Notable Accomplishments:
Director – Engagement
Merrick Towle Communications / Beltsville, MD October 2011 – December 2013
Leadership role in top agency that creates winning marketing communications campaigns in real estate. Created, managed and measured Integrated Marketing campaigns for clients using traditional and non-traditional advertising tactics like Print, TV, Radio, Public Relations, Social Media Marketing, Mobile Marketing, Search Marketing and Search Engine Optimization. Managed a staff of ten, including FTE’s and vendors.
Notable Accomplishments:
Director – Marketing and Communications / Social Media Strategist
SocialToaster, LLC, Baltimore, MD July 2010 – July 2011
Leadership Role - Reported to the CEO. Directed the marketing, communications and social media divisions responsible for branding, messaging, and product marketing strategy.
Notable Accomplishments:
Director – Marketing and Communications January 2009 – June 2010
Director – Marketing and Membership Development March 2008 – January 2009
Irvine Nature Center, Owings Mills, MD
Leadership Role - Created, implemented and managed strategic marketing and communications plans in all media, including social media strategy, web communications, public relations, media relations, strategy, and internal, external, electronic and print communications. Served as the organization’s spokesperson in all media.
Notable Accomplishments:
Associate Director – Marketing and Communications
Oldfields School, Hunt Valley, MD July 2007 – March 2008
Leadership Role. Reporting to the Head of School, recruited to a newly created position to establish international, national and regional profile for the independent girls boarding school through strategic marketing and communications.
Notable Accomplishments:
Public Relations Coordinator/Web Editor
Mercy High School, Baltimore, MD July 2006 – June 2007
Leadership Role. Reporting to the Director of Development and Public Relations, created and executed Public Relations and Integrated Marketing plans. Cultivated relationships with the media, managed media lists and authored press releases for the successful placement of stories about Mercy High School in the media.
Notable Accomplishments:
Staff Writer
Baltimore City Paper, Baltimore, MD July 2004 – July 2006
Reporting to the Editor, authored stories focused on education, politics, juvenile and social justice issues and the arts.
Notable Accomplishments:
CAREER NOTE: Additional experience as freelance journalist for NSBE Magazine, NSBE Bridge Magazine, BlackAmericaWeb.com, AOL Black Voices, and other websites and newspapers (2002 – present). Experience in entertainment industry as Executive for The Walt Disney Studios (1993 – 1995), Writer’s Assistant for Living Single and The Wayans Brothers (1995 – 1997). Staff writer for TV comedies “Sister, Sister,” and “For Your Love.” (1997 – 2000).
EDUCATION
Bachelor of Arts, English, Morgan State University
(Thurgood Marshall Scholar)
AFFILIATIONS
Member – WGA West
Board Member – R-O-M-G Chamber of Commerce
Board Member – National Association of Women in Business, Baltimore Chapter
Member – Alpha Kappa Alpha Sorority, Incorporated
#1-A-22 · Silver Spring, MD 20904
240.277.8663 ·
christina@bigmediaagency.com
www.linkedin.com/in/christinaroystersykes/
BigMediaAgency.com
Twitter: @BigMediaCEO
Public Relations and Strategic Communications executive with a successful track record of garnering national and global PR and Communications results for national higher education entities. Analytical, detail-oriented Marketing and Communications professional with a solid history of creating and managing Integrated Marketing and Communications teams for advertising agencies in the DC, Maryland and Virginia areas focused on Public Relations, Search Marketing, Online Marketing, Social Media, Digital Advertising, Branding, Advertising, Membership, Management, Collateral/Website Development, Media Planning, Event Marketing, and Vendor Management. Chief Public Relations and Marketing officer with strong experience serving as Strategic Communications lead and spokeswoman in print, television and all matter of media.
PROFESSIONAL EXPERIENCE
President and CEO
Big Media Agency (Formerly Leverage Communications)
Rockville, MD March 2011 – Present
Big Media Agency is an integrated marketing communications firm that specializes in creating full service solutions
for large and small businesses. Building on expertise in traditional and non-traditional media, Big Media Agency creates winning integrated marketing communications strategy that solves business problems. BMA’s services span the gamut of marketing communications offerings in the areas of branding, public relations, search marketing, social media, media planning and buying, guerrilla marketing, video production and web design. Supervised a staff of more than 20, including a host of freelancers, art directors, copywriters, web developers, etc.
Notable Clients:
Actor, director, producer Bill Duke, Rockville Interiors, Social Media Access, Destination Own, The Campaign to Elect Kelly Fox, Baltimore Community Foundation, Reid Temple A.M.E. Church, NAACP ACT-SO Program, Old Town Trolley Tours, McKinley Media Group, Sheri Booker (Nine Years Under)
Director, Marketing and Communications
Publisher, NSBE Magazine and NSBE Bridge Magazine
The National Society of Black Engineers March 2015 – November 2016
Transformed NSBE’s Publications department into a Content Marketing department that uses the unique stories of African American engineers to drive an interest in the organization while creating revenue. Created NSBE’s “Be 1 of 10,000” campaign, an integrated marketing and communications effort in support of the society’s strategic plan goal to graduate 10,000 black engineers annually by the year 2025. Utilized strategic integrated marketing and communications tools and tactics to yield strong results in public relations (placed hundreds of print, television and web stories), search marketing, media planning and buying, web marketing, email marketing and video production. Supervised the creation of content related to each genre above, including campaign collateral found at Graduate10k.org. Transforming the organization’s identity into that of a top-tier resource for innovation and technology through branding, messaging and campaign execution. Superior research and data collection, creation of content in the following areas: print articles, press releases, video (as writer/producer), social media content, talking points and website copy.
Social Media Supervisor
Planit Agency/ Baltimore MD December 2013 – May 2014
Developed creative solutions and thought leadership for the successful management of global and national accounts. Ensured team results based on analytics and departmental growth. Created integrated marketing and social marketing strategies to drive social
engagement. Clients included beauty, home building, farming technology, entertainment and financial brands, etc.
Notable Accomplishments:
- Baltimore Business Journal: Speaker, Crash Course in Social Media
- Baltimore Business Journal: Quoted in the January 17th issue (front cover position)
Director – Engagement
Merrick Towle Communications / Beltsville, MD October 2011 – December 2013
Leadership role in top agency that creates winning marketing communications campaigns in real estate. Created, managed and measured Integrated Marketing campaigns for clients using traditional and non-traditional advertising tactics like Print, TV, Radio, Public Relations, Social Media Marketing, Mobile Marketing, Search Marketing and Search Engine Optimization. Managed a staff of ten, including FTE’s and vendors.
Notable Accomplishments:
- Transformed non-revenue generating Media Department and into a profit-generating Engagement Department specializing in Social Media and Public Relations. Generated $800,000 in revenue for my department year one, a first for the department in the agency’s 27 years. Responsible for more than $1,000,000 in additional income due to my marketing strategies. Create strategic social media programs for multi-family apartment entities and others in the real estate space.
- Reduced SEO staff overhead by 50% while increasing productivity with an overhaul of the agency’s SEC program. Created an SEO Playbook to solve problems with staffing, relevancy, and salability of program. Created historic PR opportunities for the Juvenile Diabetes Research Foundation of Maryland.
- Moderator, Story Telling with Original Content, Apartment Internet Marketing Conference (AIM) – May 2013.
- Computer Skills: Microsoft Office, Advantage, Google Analytics, Raven’s Tools, Site Catalyst, HootSuite, SocialMention.com, Facebook, Twitter, Pinterest, Instagram, Google+, Digg, Reddit, Delicious, etc.
Director – Marketing and Communications / Social Media Strategist
SocialToaster, LLC, Baltimore, MD July 2010 – July 2011
Leadership Role - Reported to the CEO. Directed the marketing, communications and social media divisions responsible for branding, messaging, and product marketing strategy.
Notable Accomplishments:
- Expert in tactical use of social media networks (Facebook, Twitter, LinkedIn and others).
Official “voice” of SocialToaster in the blogosphere as chief blogger and Thought Leader for SocialToaster.com - http://www.socialtoaster.com/blogs/christina - Created Social Media for Business Strategy for national, nonprofit and enterprise clients including Hair Cuttery, TV One, Johns Hopkins University, Clifton Gunderson, LLP, triCerat. Trained clients on social media marketing strategy, standards and best practices. Conducted specific trainings on how to use Facebook and Twitter.
- Rebranded SocialToaster including the organization’s website, tagline, and value statement.
Created the official Social Media Policy for SocialToaster, LLC, which was adopted by many SocialToaster clients. - Successfully placed SocialToaster on local, national and international news sites and blogs, including allfacebook.com, one of the top 50 social media blogs.
- Created an entertainment division based on former industry contacts of high caliber Hollywood clients including a network, a radio station, television shows, and movies. Created an Ambassador network of more than 1,300 Ambassadors, translating to more than 500,000 connections in the social space.
- Created comprehensive metrics reports for clients, including the tracking of SocialToaster weblinks, ambassador influence, e-mail marketing statistics, web statistics, Google Analytics statistics, KPIs and results.
- Computer Skills: Gmail, Wikis, Google Analytics, SocialToaster broadcasting platform, HootSuite, Seesmic.com, Social Mention, Facebook, Twitter, FourSquare.
Director – Marketing and Communications January 2009 – June 2010
Director – Marketing and Membership Development March 2008 – January 2009
Irvine Nature Center, Owings Mills, MD
Leadership Role - Created, implemented and managed strategic marketing and communications plans in all media, including social media strategy, web communications, public relations, media relations, strategy, and internal, external, electronic and print communications. Served as the organization’s spokesperson in all media.
Notable Accomplishments:
- Supervised and coordinated the re-design of the Center’s website, www.ExploreNature.org.
- Brokered $80,000+ in in-kind media advertising dollars/added value for fiscal years 2009 and 2010, out of a $100,000 total budget.
- Rebranded the organization; repositioned it in local and regional markets.
- Created hundreds of media opportunities; drew 5,000 attendees to Grand Opening Weekend.
- Established Irvine Nature Center’s Marketing Intelligence Program, including calculating ROI, KPIs, generating reporting system for
- follow up sales activity and other performance metrics.
- Created e-mail marketing program including the tracking of metrics, redesign of e-newsletter, and sponsorships and partnerships for e-mail marketing added value.
- Created Summer Camp Partnership with the Baltimore Symphony Orchestra’s ORCHKids Program.
- Grew membership database by 20% in one year.
- Recreated membership program, dues structure, and Annual Fund Giving Circles.
- Computer Skills: Facebook, Joomla, Blackbaud, Microsoft Office Suite, Quark, Blackbaud.
Associate Director – Marketing and Communications
Oldfields School, Hunt Valley, MD July 2007 – March 2008
Leadership Role. Reporting to the Head of School, recruited to a newly created position to establish international, national and regional profile for the independent girls boarding school through strategic marketing and communications.
Notable Accomplishments:
- Established ROI, KPIs, for Oldfields School’s Advertising Program.
- Developed strong relationships with the press and delivered unprecedented media placements.
- Created new advertising plan based on the idea of attracting boarding school students from within a 200-mile radius based on target market research (new school of thought in boarding school marketing).
- Active Member – Diversity Team.
- Computer Skills: Microsoft Office Suite, Whipple Hill CMS.
Public Relations Coordinator/Web Editor
Mercy High School, Baltimore, MD July 2006 – June 2007
Leadership Role. Reporting to the Director of Development and Public Relations, created and executed Public Relations and Integrated Marketing plans. Cultivated relationships with the media, managed media lists and authored press releases for the successful placement of stories about Mercy High School in the media.
Notable Accomplishments:
- For Website Committee, produced website manual, strategy and future policy.
- Brought news writing sensibilities to web writing, rebranding future web content strategy.
- Computer Skills: Microsoft Office Suite, Silverpoint.
Staff Writer
Baltimore City Paper, Baltimore, MD July 2004 – July 2006
Reporting to the Editor, authored stories focused on education, politics, juvenile and social justice issues and the arts.
Notable Accomplishments:
- Association of Black Media Workers Award for Best Enterprise Story, 2007
- A.D. Emmart Honorable Mention Award for 2006
- Society of Professional Journalists Awards – 2005, 2006
- Association of Alternative Newsweeklies – WEST
- Regional Training Conference Appointee - 2005
CAREER NOTE: Additional experience as freelance journalist for NSBE Magazine, NSBE Bridge Magazine, BlackAmericaWeb.com, AOL Black Voices, and other websites and newspapers (2002 – present). Experience in entertainment industry as Executive for The Walt Disney Studios (1993 – 1995), Writer’s Assistant for Living Single and The Wayans Brothers (1995 – 1997). Staff writer for TV comedies “Sister, Sister,” and “For Your Love.” (1997 – 2000).
EDUCATION
Bachelor of Arts, English, Morgan State University
(Thurgood Marshall Scholar)
AFFILIATIONS
Member – WGA West
Board Member – R-O-M-G Chamber of Commerce
Board Member – National Association of Women in Business, Baltimore Chapter
Member – Alpha Kappa Alpha Sorority, Incorporated