Graduating with a BA in Communication Studies during the economic crash of the early 2000s was challenging. With no job prospects on the horizon, I decided to continue my education, earning a second BA in Spanish Language and Literature. While studying, I juggled serving tables and working internships for Kansas City Sports Commission, a local political campaign and a small lumber company (in their design department). After graduating this second time, I landed a part-time job at KC Hispanic News, a bilingual newspaper in Kansas City, where I handled newspaper layout, minor translations, and online publishing. Although social media wasn’t as prevalent then, our online presence grew through simple updates about our latest issues.
Inspired to further my education, I graduated with an MA in Spanish Language and Literature in 2011. Soon after, my career in the grocery industry began when Associated Wholesale Grocers (AWG) hired me due to my Spanish background (though I never got to use this skill in the role!). As the first digital strategist at AWG, I attended trade shows across the Midwest, collaborated with independent retailers, and worked with local and national vendors. My efforts were fruitful, leading to significant client growth and the hiring of four additional strategists. I thrived on creating processes, documentation, and content, laying the foundation for a robust digital strategy department.
After two years, Cosentino’s Food Stores, a local grocery chain with over 30 stores, reached out to me to establish their social media presence. Transitioning from agency life to in-house marketing, I spent the next four years tirelessly building their Facebook, Instagram, Yelp, LinkedIn, Pinterest, and Google profiles and presence. Each store had its own Google, Facebook, and Instagram page, while store banners had their own LinkedIn and Pinterest accounts. I also worked on print pieces, in-store events, and email campaigns. Growing their social media presence to over 1 million followers in the Kansas City area was a significant achievement, but I eventually sought new challenges.
I joined Leverage Lab, a local startup focused on data, analytics, and first-party data, as their first employee. I created documentation and processes for future employees, led interns, and worked extensively on account-based marketing (ABM) campaigns. I became an expert in programmatic media buying, developed a passion for data, and finally experienced agency life outside the grocery industry.
In 2022, the grocery industry called me back. Alliance Retail Group, a company I had freelanced for, needed a new Director of Digital Marketing to refresh and reorganize their marketing department. I eagerly accepted the challenge, leveraging skills from all my previous roles. I streamlined the department, created new services, and increased revenue streams. Ensuring platform compliance, restructuring the team, and enhancing website offerings were key achievements. Collaborating with client services and vendors, I developed new programmatic offerings that brought in additional vendor dollars, offsetting costs for our clients. I absolutely loved every second of it – from my team, my colleagues and our vendors – every day was an adventure. Unfortunately, my role was eliminated in August 2023.
Looking back at my career, I’m proud of each experience, as they have each impacted the professional I am today.
Randi Reed 