Holly R.

Experience

• 

  The Institute for Luxury Home Marketing

  Senior Marketing Director

  Mar 2026 - Present

  • Contract engagement through Hapacity Marketing. The Institute is part of Colibri Group's real estate education portfolio.
  • Lead integrated marketing strategy and operations for a professional education, membership, and designation business serving luxury real estate professionals.
  • Report directly to the General Manager and present strategy, risks, performance findings, and recommendations to senior Colibri and real estate leadership.
  • Translate revenue goals into acquisition, training, membership, lifecycle, renewal, win-back, event, partner, product, and content plans with audience assumptions, channel contribution, pacing, KPIs, and decision rules.
  • Own audience strategy, positioning, campaign architecture, creative direction, cross-functional planning, and executive reporting across B2C, B2B, and B2B2C programs.
  • Direct work across email, CRM, social, paid media, web, content, events, product, operations, research, member support, agencies, contractors, trainers, and brokerage partners.
  • Build and QA workflows across HubSpot, Klaviyo, Zapier, forms, landing pages, segmentation, suppression logic, nurture, attribution, and reporting.
  • Develop lifecycle journeys spanning prospect acquisition, training registration, onboarding, membership activation, designation progression, renewal, lapse, win-back, and reinstatement.
  • Personally execute high-priority copy, creative, CRM builds, dashboards, analysis, and executive communications when the work requires senior hands-on support.

• PCB Nights

  Co-Owner, Real Estate Investor, and Vacation Rental Operator

  Jun 2024 - Present

  • Co-own and operate a two-bedroom vacation rental in Panama City Beach, leading the property's brand, revenue strategy, booking systems, guest experience, and day-to-day rental operations.
  • Co-acquired and repositioned the property in June 2024, investing approximately $15,000 in renovations, repairs, furnishings, and guest-experience improvements.
  • Developed the Miami Vice-inspired interior concept and directed painting, flooring, furnishings, decor, photography, listing presentation, and ongoing improvements.
  • Manage pricing, minimum stays, promotions, availability, policies, automation, and listing consistency across Airbnb, Vrbo, Booking.com, Furnished Finder, and Lodgify.
  • Own reservation screening, guest communication, service recovery, review management, vendor coordination, turnovers, and maintenance planning.
  • Maintain a 5.0 Airbnb rating across 31 reviews, a response time under one hour, and an average stay of four days.
• 

  Hapacity Marketing

  Founder & Fractional Creative Director

  Jul 2021 - Present

  • I founded Hapacity Marketing in 2021 and have since led strategy, creative direction, account management, and project delivery across 31+ client engagements in professional education, real estate, legal services,
  • healthcare, travel, financial services, and lifestyle.
  • Today, Hapacity helps established marketing teams fix the operating friction that makes good work harder to lead and create.
  • Developed the Hapacity Method™️, a creative leadership system built around Purpose, Positioning, Priorities, Process, and Pride.
  • Created a three-part engagement path: a three-week Creative Audit, a 10-week Sprint focused on four to six priority installs, and an ongoing Partnership for leadership support and quarterly resets.
  • Built the Hapacity Playbook™️, a growing library of practical systems for marketing direction, positioning, prioritization, briefs, approvals, creative quality, reporting, and team operations.
  • Product-led a private client platform that turns assessment findings into visible action through leadership and team comparisons, 5P results, Elevation Curve placement, audit recommendations, Sprint milestones, meetings,
  • requests, reassessments, and Playbook resources.
  • Recruit and direct specialists across writing, design, video, SEO, paid media, analytics, web development, community management, and marketing coordination based on each engagement's needs.
  • Continue to lead select integrated client engagements, including embedded work within complex, multi-brand marketing organizations.
  • https://hapacity.com/
• 

  Hapacity Marketing

  Speaking & Mentorship

  Jul 2021 - Present

  • Holly is a passionate speaker and mentor who helps entrepreneurs, students, and creatives build authentic brands and sustainable businesses.
  • Her talks center on strategy, storytelling, and the courage to show up with purpose.
  • 𝗦𝗲𝗹𝗲𝗰𝘁𝗲𝗱 𝘀𝗽𝗲𝗮𝗸𝗶𝗻𝗴 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁𝘀:
  • STL Startup Week (2021) — “Branding Yourself: How It Can Lead to Greater Opportunities and Success”
  • STL Startup Week (2023) — “Passionate Positioning: Crafting a Value-Driven Brand Identity” and Co-Chair of Marketing
  • Saint Louis University, Chaifetz School of Business — Guest speaker on Marketing, Entrepreneurship & Brand Leadership (multiple sessions)
  • Saint Louis Public Library — Community workshops on Entrepreneurship, Small Business Marketing & Personal Branding
  • Builders Authority Conference — Workshop facilitator on Positioning and Purpose-Driven Marketing
  • 𝗠𝗲𝗻𝘁𝗼𝗿𝘀𝗵𝗶𝗽 & 𝗲𝗱𝘂𝗰𝗮𝘁𝗶𝗼𝗻:
  • Mentor to aspiring entrepreneurs, high school students, and college creatives — helping them develop confidence, clarity, and practical marketing skills.
  • Regular contributor to community and academic programs focused on professional development and small business growth.
• 

  Hapacity Marketing

  Owner, Founder, & Creative Strategist

  Jul 2021 - Present

  Hapacity helps Heads of Marketing, VPs, and CMOs strengthen the systems behind their marketing. Using the Hapacity Method™, we diagnose where alignment is breaking down across Purpose, Positioning, Priorities, Process, and Pride. Then, we install the structures needed to make marketing easier to lead and more joyful for teams to create. Our work is especially valuable for growing and acquisition-driven organizations where capable teams are producing a high volume of work, but alignment and confidence have begun to erode. Core engagements include: • The Hapacity Creative Audit™ • The Hapacity 10-Week Sprint™ • The Hapacity Partnership™ We also support founders, startups, and growing businesses through focused project-based strategy work when one high-stakes initiative needs sharper direction before execution. Secondary offerings include: • Website Repositioning + Copywriting • Brand Positioning • Campaign Direction Sprint Whether you’re strengthening the marketing system behind a team or getting one important project right, Hapacity helps clarify the strategy before more time, money, and creative energy are invested. We help marketing leaders reduce rework, improve clarity, and get more value from the teams and budgets they already have. Start with a conversation here: https://hapacity.hbportal.co/public/method

  • Lead brand and campaign strategy across social, email, web, SEO, and paid channels — ensuring every initiative ties back to revenue and retention goals.
  • Serve as lead strategist and account director, managing client relationships and steering multi-month projects from concept to launch.
  • Plan, execute, and measure end-to-end campaigns — including lead magnets, webinars, automation sequences, website content, and video/podcast production.
  • Built agency infrastructure: project management systems, creative templates, analytics dashboards, and internal workflows that streamline delivery and scale success.
  • Direct a cross-functional team spanning copywriting, design, video, and SEO — reviewing and refining every deliverable to ensure excellence and alignment.
  • Developed dozens of content systems, marketing playbooks, and launch frameworks now used across client teams for ongoing growth.
  • Oversee integrated marketing strategy for multiple clients — defining positioning, messaging, and channel mix while guiding planning, execution, and optimization.
  • Grow and scale the agency into a multi-disciplinary team known for strategic clarity, creative execution, and genuine partnership.
• 

  Colibri Group

  Lifecycle Content Pod Lead

  Apr 2025 - Mar 2026

  • Contract engagement through Hapacity Marketing. Led lifecycle content strategy and the creative operating system for licensed real estate professionals across Colibri's multi-brand education portfolio.
  • Managed a four-person core pod and directed matrixed partners across content, design, video, SEO, email, social, paid media, analytics, RevOps, product, UX, engineering, operations, and legal.
  • Translated customer research, purchasing motivations, search behavior, webinar feedback, social listening, reviews, and performance data into five audience-led content pillars and lifecycle pathways connecting content to
  • continuing education, membership, certifications, and professional development.
  • Directed a recurring content engine spanning webinars, SEO articles, lead magnets, short-form video, email, social, SMS, website pop-ups, landing pages, and post-event nurture.
  • Led 13 webinars that generated 11,924 registrations, 3,106 live attendees, and 725 recorded new contacts. Seven events surpassed 1,000 registrations. The largest drew 1,713 registrations and 461 attendees.
  • Managed five lead-generation assets that generated 1,201 submissions. Four with new-contact reporting produced 321 new contacts.
  • The Commission Calculator generated 837 submissions and 220 new contacts, while the AI Toolkit generated 130 submissions, 85 new contacts, and a 65% new-contact rate.
  • Owned strategy and content architecture for Content Hub 2.
  • 0, including career-stage segmentation, UX direction, SEO requirements, internal linking, schema, modular templates, contextual calls to action, and engineering requirements and handoff.
  • Built reusable operating systems in ClickUp and Monday.com for intake, briefing, timelines, handoffs, review, approvals, QA, localization, asset management, and repurposing across concurrent brand work.
• 

  City League

  Board Member

  Jan 2024 - Aug 2024

  The mission of City League is to develop leaders through school sports and extracurriculars.

  • Serve on the Board of Directors supporting City League’s mission to develop youth through school sports and extracurriculars.
  • Provide strategic guidance on programming, fundraising, and community partnerships across Greater St. Louis.
  • Advise on board-level initiatives to expand access, recognition, and volunteer engagement for student athletes.
• 

  STL Startup Week

  Marketing Chair

  May 2023 - Sep 2026

  • Lead marketing strategy and creative execution for STL Startup Week, a five-day event celebrating the region’s entrepreneurial ecosystem.
  • Oversee the brand identity, messaging, and promotional campaigns that attract thousands of founders, innovators, and community leaders each year.
  • 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀:
  • ‣ Direct multi-channel marketing campaigns across social, email, web, and press that drive awareness, attendance, and engagement throughout the five-day event.
  • ‣ Develop the annual brand and content strategy, including campaign themes, tone of voice, and design guidelines to ensure consistency across all channels.
  • ‣ Create marketing execution plans — from pre-event promotion to post-event recaps — outlining deliverables, content calendars, and KPIs.
  • ‣ Write and design digital assets including blogs, emails, website copy, and social posts; oversee scheduling, publishing, and performance tracking.
  • ‣ Capture and produce on-site photography and video content for real-time storytelling and post-event campaigns.
  • ‣ Collaborate with committee leads, sponsors, and community partners to align marketing efforts with program goals and sponsorship visibility.
  • ‣ Contribute to event logistics and brainstorming meetings, ensuring all communications align with the attendee experience and overall vision.
  • ‣ Presented as a featured speaker in multiple sessions focused on branding and authentic marketing (see Speaking Engagements section for more details).
  • - Speaker on "Branding yourself: How it can lead to greater opportunities and success"
  • - Co-Chair of Marketing, Speaker on "Passionate positioning: Crafting a value-driven brand identity"
  • stlouisstartupweek.com
• 

  Colibri Group

  Social Media Manager

  Sep 2021 - May 2025

  • Contract engagement through Hapacity Marketing.
  • Built Colibri's multi-brand social media function from a blank slate, establishing the strategy, standards, operating systems, creative production, community practices, team structure, and reporting needed to support a
  • growing education portfolio.
  • Directly led organic social strategy and execution for Colibri Real Estate, McKissock Learning, Gold Coast Schools, Superior School of Real Estate, and CompuCram, with systems and content supporting additional portfolio
  • brands.
  • Launched Colibri Real Estate's organic presence and supported the Real Estate Express to Colibri Real Estate rebrand.
  • Served as a hands-on strategist, copywriter, designer, video producer, publisher, community manager, creator partner, and performance analyst while building processes that allowed the function to grow beyond one person.
  • Traveled nationally to capture interviews, student stories, classroom footage, and event content at National Association of REALTORS events, RISMedia programming, Arizona industry awards, and live continuing education
  • classes.
  • Built monthly and quarterly dashboards and presented performance, audience insight, and recommendations to stakeholders and company-wide audiences of hundreds of employees.
  • At the May 2025 handoff, Colibri Real Estate had 30,425 measured followers. Compared with May 2024, impressions increased 69. 4%, engagements increased 61. 3%, Instagram followers increased 185.
  • 8%, and Instagram impressions increased 244. 4%.
• 

  Artesys

  Brand Marketing Manager

  Apr 2021 - Aug 2021

  • Served as the company’s sole marketer, owning brand, content, web, email, social, and campaign planning while working directly with executives and sales.
  • Led the website relaunch from sitemap and copy through stakeholder review, coordination, and launch.
  • Migrated marketing operations from Salesforce to HubSpot, rebuilding automation, lead nurture, and reporting within a regulated review process.
  • Translated leadership and revenue priorities into campaigns, performance reporting, and recommendations for the executive team.
• 

  Seafoam Media

  Marketing Strategist

  Mar 2020 - Mar 2021

  • Promoted from Brand Engagement Specialist to lead a five-person team spanning writing, design, development, paid media, and SEO.
  • Owned integrated strategy and creative direction for clients across real estate, healthcare, and consumer industries.
  • Managed executive client relationships, presenting strategy, performance findings, recommendations, and next-step priorities.
  • Improved planning and delivery by building campaign calendars and process frameworks, mentoring staff and interns, and preparing team members to take ownership of client accounts.
• 

  Seafoam Media

  Brand Engagement Specialist

  Jun 2018 - Feb 2020

  • Managed social media, content, and video strategy for 60+ client accounts, adapting voice, formats, and publishing plans across industries.
  • Built the agency’s first dedicated social media department, creating content systems, style guides, workflows, performance reporting, and intern onboarding.
  • Produced work across copy, design, video, publishing, and community management, building on earlier experience in television, commercial, instructional, and corporate video production.
• 

  Coolfire Studios

  Digital Engagement Intern

  Jan 2018 - May 2018

  Coolfire Studios is a content creation studio producing for brands, as well as broadcast and digital channels. Beyond traditional production company, we also drive digital and social engagement to help ensure the success of content we produce.

  • Crafted compelling digital and social content and planned publishing schedules across branded projects and commercial work.
  • Played an active production role on reality TV shows and commercials to support shoots and post workflows.
  • Copywriter — Drury Hotels, 2018.
  • Post-Production Coordinator — St. Louis ARC, 2018.
  • Assistant Producer — Emerson Electric Company, 2018.
  • Production Assistant — HGTV, Travel Channel, United Soybean Board, Prairie Farms, Mobil’s On the Run, Barnes-Jewish Hospital (2018).
• 

  Freelance Video Professional

  Freelancer

  Dec 2017 - Feb 2019

  David Hinshaw’s video production career spans over thirty years. He holds a Masters degree from the University of Cincinnati where he was elected Vice President of the Student Body and served on many student/faculty committees.

  • Production Assistant — Up And Vanished TV Show (Oxygen), February 2019.
  • Production Assistant — Red, White, & Busch TV Show (CMT), Sept–Nov 2018.
  • Production Assistant — The Busch Family Pilot (51 Minds Entertainment), June 2018.
  • Production Assistant — High School Quiz Show: Maine (Maine Public Broadcast), November 2017.
  • Copy Editor — Spectrum & AT&T (Cobalt Communications), April 2018–April 2019.
  • Script Writer — Advanced Kiosks (Fresh Level Productions), August 2018.

• Regional Home Care

  Instructional Video Producer

  Jul 2017 - Dec 2017

  Regional Home Care is a company.

  • Developed instructional video content to ensure ResMed and Respironics patients clearly understood CPAP equipment use and maintenance.
• 

  Huhtamaki

  Contractor Safety Video Producer

  Jun 2014 - Sep 2014

  We are a leading global provider of sustainable packaging solutions for consumers around the world. Our innovative products protect on-the-go and on-the-shelf food and beverages, and personal care products, ensuring hygiene and safety, driving accessibility and affordability, and helping prevent food waste. We embed sustainability in everything we do and we are committed to making packaging more circular. With more than 100 years of history and a strong Nordic heritage, our around 17,400 professionals operate in 35 countries and over 100 locations. We are guided by our values: Care, Dare and Deliver. In 2025, Huhtamaki’s net sales totaled EUR 4.0 billion. Huhtamäki Oyj is listed on the Nasdaq Helsinki and the head office is in Espoo, Finland. Find out more at www.huhtamaki.com.

  • Conceptualized, filmed, and edited a comprehensive contractor safety video series highlighting critical plant safety protocols.
  • Produced clear safety communications to foster a more secure working environment and reduce workplace risk.