1. Lara M. Holy
4700 W. 79th Street ● Prairie Village, Kansas ● 913-579-8989● laholy4700@gmail.com
Career characterized by achieving consistent and proven brand development, integrated marketing,
advertising and public relations results, and strategic planning and research management.
• Marketing Strategy
• Product Strategy
• New Business Development
• Market Research
• Communications & Public Relations • Relationship Marketing
• Brand Development and Stewardship
• Advertising & Promotions
• Development and Sponsorship
• Process Improvement
• Emerging Media • Cross-Functional Team Management
Professional Experience
American Academy of Family Physicians 2008 – Present
This non-profit member organization represents more than 120,000 family physician, resident, and medical
student members. With more than 400 staff, including a marketing division of 45, AAFP is committed to
helping family physicians improve the health of Americans delivering value through membership, advocacy,
practice enhancement, continuing education, and health of the public. The AAFP is a $100 million dollar
organization with $85 million in top line revenue.
Marketing Strategist
• Currently developing and directing programming and integrated marketing efforts for largest family medicine
convention which attracts more than 10,000 attendees and generates revenue of $8.2 million. This program
is a key revenue driver for the AAFP and highly profitable program.
• Developed the strategy for the Family Medicine Experience (FMX) rebrand including re-imagining the
experience; upgrading the programming, and realigning the message plan and look/feel, all resulting in
additional key audience attendance increases to fill the pipeline for the future of the event.
• Previously responsible for continuing medical education products and services. Developed a portfolio
product approach and delivered a multi-channel strategy generating sales of $3.5 million.
• Responsible for strategic planning, overseeing creative development, and identifying new opportunities
within multiple channels including online, digital, video, and emerging media.
• Linking conference and CME division marketing activities with the Academy’s overall strategy and
coordinating cross-functional efforts accomplishing Academy goals.
• Ensuring projects progress as defined, on time, accurately, and within budget, establishing timelines,
reporting status to clients and internal teams, and maintaining a high level of client service.
• Work on multiple special projects including product pricing restructure; Academy-wide persona
development; and revenue generating content program. Findings, recommendations, and implementation
plans presented to Academy executive level resulting in revisions and implementations in multiple areas.
• Continue to develop and improve upon internal marketing department policies, process and procedures
including introducing creative blueprint, job trafficking and tracking program.
BKV, Inc. (formerly Weyforth-Haas Marketing) 2004 – 2008
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2. Public Relations Supervisor
• Managed public relations team of four including activities and programs for John Deere Construction &
Forestry, Caterpillar Global On-Highway, MAMTC, Kansas City Board of Public Utilities as well as PR
opportunities for BKV and sister agency, Response Mine.
• Developed public relations and marketing strategies, plans and proposals for current and prospective clients
including driving research efforts, defining needs, gathering input, developing proposals and producing
quality direction.
• Led, coordinated and monitored workload of PR team throughout implementation of tactical activities,
providing direction and support resulting in more than $2.5 million in agency billing.
Nicholson Kovac Advertising Agency 2001 - 2004
Account Supervisor
• Managed advertising programs for Sprint Local Telephone Division with a yearly budget of $4 million.
• Developed integrated marketing plans and applied components of strategic plan in ongoing client
communication and advertising activities including TV, radio, direct mail, online advertising, POP, and
grassroots programs.
• Provided leadership skills to account team including managing and directing activities of others consistently
resulting in annual gross income objectives of more than $2 million.
Geoff Howe International Advertising Agency 2000 – 2001
Senior Account Executive
• Developed plans, marketing recommendations, strategies and actions for Hill’s Pet Nutrition, Farmland and
ASPCA.
• Supported client channels with trade advertising and public relations programs.
• Maintained internal relationships with creative, media and production departments to provide stewardship of
clients’ strategy, brand guidelines as well as budgets and timelines.
• Worked to develop and implement internal policies and procedures.
MMG Worldwide Advertising Agency 1998 - 2000
Account Executive
• Developed and facilitated strategic and tactical marketing concepts for clients including Starwood Hotels &
Resorts Worldwide, Inc., dinnerNOW.com, Houlihan’s Restaurant Group and Kendall-Jackson Winery.
• Managed day-to-day client interaction and activities including client budgets and aggressive timelines.
• Coordinated with creative, media, traffic and production departments.
• Supervised and mentored account coordinators and interns.
Center for Entrepreneurship, Wichita State University 1997-1998
Director of Marketing and Public Relations
• Responsible for marketing campaigns for all CFE programs including academic, scholarship and
endowment; Kansas Family Business Forum; Small Business Metro Awards; and other key programs.
• Coordinated eight yearly special events ranging from student focused to community focused.
• Developed overall timeline and schedule of Center events and activities.
• Updated and maintained databases for academic and outreach programs.
Cerebral Palsy Research Foundation 1996 - 1997
Public Relations Director
• Worked with development department on $25 million capital campaign.
• Strengthened fund-raising, specifically helped launch and oversee Annual Fund Advisory Council meeting
yearly goal of $1 million in contributions.
• Responsible for the planning, researching, writing, designing, production and dissemination of all materials
and publications for six divisions of the Foundation.
• Coordinated all special donor and community events for the Foundation.
• Worked with community media and leaders in heightening public awareness.
Additional Employment
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3. Adjunct Professor 2012 – Present
Avila Advantage - Corporate Communications
Education
Master of Science in Management (MSM)
Graduate Program, Friends University, Lenexa Campus
Bachelor of Arts (BA)
Elliott School of Communications
Wichita State University, Wichita, Kansas
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