This document outlines Valeria Gomez's personal brand exploration project. It identifies her potential job titles as a Marketing Director, Business Development Director, or Brand Manager. It analyzes her target demographics and psychographics as well as ideal audience members. It outlines her short, mid, and long term career goals and benchmarks. It also includes an analysis of her skills, credentials, competition in the field, and a proposed brand position.

1. PERSONAL BRAND EXPLORATION
Valeria Gomez
Project & Portfolio I: Week 3
August 19, 2020

2. IDENTITY

3. PROFESSION
Potential Job Titles:
• Marketing Director
• Business Development Director
• Brand Manager
Magician Archetype - producing
brand stories that transform lives by
highlighting manifested dreams.
Using industry trends and defining
new ones to fascinate audiences
and inspire them to attend rodeos.
Marketing Manger

4. • DEMOGRAPHICS: 80% Female,
35-45 years old, Predominately
White, Married, College Educated,
Located in middle-America.
• PSYCHOGRAPHICS: Enjoys
risky outdoor activities, spends
free time playing with kids outside,
adheres to conservative lifestyles
and opinions, regularly attends
church service.
• IDEAL AUDIENCE MEMBERS:
Jessica Herrera-Sinks, HR
Manager (PBR), Krystle Beavis,
Marketing Manager (PBR), Kacy
Burke, Senior Marketing Manager
(PBR)
Recruiters & Hiring Managers at PBR, PRCA, and CBR
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2020)
• Land an entry-level marketing position at PBR.
‣ Connect with, and send a follow up
promotional email to, 25 PBR team members
on LinkedIn by December 31, 2019.
Mid Term: (2025)
• Lead a successful digital marketing campaign aimed
at expanding rodeo attendance.
‣ Expand year-over-year PBR event attendance
by 30% nationwide by December 31, 2025.
Long Term: (2040)
• Establish a Rodeo Riders Media Company that helps
aspiring riders increase sponsorships.
‣ Save a total of $75,000, complete 5 demo
reels, and secure 3 business partnerships by
December 31, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Social Media Marketing 87%
Adobe Creative Suite 65%
Time Management 70%
Public Speaking 60%
SOFTHARD
CRM Software 10%
WordPress CMS 10%
Professional Writing 40%
Public Speaking 60%
SOFTHARD

7. I help ————-organizations increase —
——- by entertaining and inspiring
American families through digital media
storytelling.
PROMISE

8. CREDENTIALS
Work Experience:
• 10 years service in U.S. Marine Corps
• 2 years in social media marketing for
cattle feed retail store
Education:
• Content Marketing, HubSpot Certification
• Sports Marketing & Media, B.S., Full Sail University (Exp. 2020)
Awards:
• Navy & Marine Corps Achievement
Medal, U.S. Marines

9. COMPETITION
Patrick Brush
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Eagle Scout and 5th Degree Black Belt, would allude to
well-disciplined young man
• MOAA Award, AFJROTC award for leadership
recognition
Skills and Proficiencies:
• Public Speaking - 9 endorsements
• Social Media - 5 endorsements
• Microsoft Office - 4 endorsements
Fullie Salen
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, amateur headshot, lack of details
throughout profile, no articles published, inactive on
social media, URL not yet customized
• Grade: Poor, 15 out of 100
Industry Experience:
• 2 year social media marketing for cattle
feed retail store
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• U.S. Marine Corps, multiple leadership roles
Skills and Proficiencies:
• Social Media Marketing - 87 endorsements
• Adobe Creative Suite - 65 endorsements
• Public Speaking - 60 endorsements
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade: Average, 58 out of 100

10. COMPETITION
Tracie Kalkbrenner
Industry Experience:
• ~13 years of marketing experience, 1
year as a marketing manager at PBR
Education:
• Marketing, B.A.
• Sports & Exercise Management, M.A.
Noteworthy Experience:
• Entrepreneurship - President of promotions company
for over 3 years with respectable clientele
• Entrepreneurship - Real estate company for nearly 6
years; could be distracting attention from PBR work
Skills and Proficiencies:
• Ticket Sales - 25 endorsements
• Live Events - 20 endorsements
• Event Planning - 17 endorsements
Fullie Salen
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries, two
recommendations, notable volunteer work, URL not yet
customized, premium membership
• Grade: Good, 70 out of 100
Industry Experience:
• 2 year social media marketing for cattle
feed retail store
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• U.S. Marine Corps, multiple leadership roles
Skills and Proficiencies:
• Social Media Marketing - 87 endorsements
• Adobe Creative Suite - 65 endorsements
• Public Speaking - 60 endorsements
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade: Average, 58 out of 100

11. BRAND POSITION
Renewing honor, courage, and commitment
in American culture by sharing rodeo stories
that leave you slacked-jawed.
FULLIE “SLACK-JAW” SALEN
Fullie earned the nickname
“Slack-Jaw” in the Marines as he
often left his brothers at arms
astonished by his stories.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 Global Rodeo Conference
‣ June 19 - 21 | Reno, NV
• American Marketing Association (AMA)
‣ Collegiate Membership | Orlando Chapter
• Annual Silver Spurs Rodeo
‣ May 31 - June 1, 2019 | Kissimmee, FL
Digital Marketing
• Primary Content: est. podcast called “Slack-jawed Stories”;
15 min. episodes telling personal stories of rodeo stars; 1
episode per week; host and syndicate through Libsyn
• Primary Tools: FB and Instagram - promote podcast through
30 sec. promo videos; LinkedIn - network with industry pros
and publish monthly articles highlighting some of the podcast
stories
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase rodeo marketing knowledge and
embed podcast episodes

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least 25
yrs of experience in rodeo industry; family man that
upholds Christian values, Jan. 2020
Formal Education
• Complete Sports Marketing & Media, B.S. by expected
graduation date in 2020
Technical Skills
• Set up free HubSpot CRM; complete all CRM courses
through HubSpot Academy, Dec. 2019
• SEO Foundations - Lynda.com, May 2019
• WordPress 5 Essential Training - Lynda.com, May
2019
Soft Skills
• Writing Formal Business Letters & Emails -
Lynda.com, Sept. 2019
• Business Writing Principles - Lynda.com, Oct. 2019
• Join local Toastmasters Club and regularly attend
monthly events, starting Oct. 2019
• Impromptu Speaking - Lynda.com, Nov. 2019

14. VALERIA GOMEZ
There are many Marketing managers out there, but none are quite like me. Integrity
and righteousness are at my core, guiding each and every decision I make. I have the
ability to understand people and what moves them, creating strong connections with
those I meet. My background working for lawyers has taught me a strong work ethic,
and my experience behind the camera in production has helped me understand how
to convey emotion through audiovisuals and boost creativity .It is thanks to these
attributes and experiences that I seek to create memorable projects that deliver a
positive social impact.

15. REFERENCES
Brush, P. (2019). Patrick Brush LinkedIn Profile. Retrieved
April 14, 2019, from https://www.linkedin.com/in/patrick-brush-
a1930786/
Kalkbrenner, T. (2019). Tracie Kalkbrenner LinkedIn Profile.
Retrieved April 14, 2019, from
https://www.linkedin.com/in/tracie-kalkbrenner-5113503/
ONETOnLine.org. (2019). Summary Report for: 15-1199.10 -
Search Marketing Strategists. Retrieved April 14, 2019, from
https://www.onetonline.org/link/summary/15-1199.10
PBR. (2019). PBR Company Page on Glassdoor. Retrieved
April 14, 2019, from
https://www.glassdoor.com/Overview/Working-at-PBR-
EI_IE22119.11,14.htm
PBR Career Site. (2019). Public Relations Manager - Job
Description. Retrieved April 14, 2019, from
https://www.teamworkonline.com/other-sports-
jobs/pbrnow/professional-bull-riders/communications-
community-relations/public-relations-manager-1955827
PBR Career Site. (2019). Social Media Coordinator - Job
Description. Retrieved April 14, 2019, from
https://www.teamworkonline.com/other-sports-
jobs/pbrnow/professional-bull-riders/marketing/social-media-
coordinator-1955728
Professional Bull Riders, LLC. (2019). Professional Bull Riders,
LLC Company Page on LinkedIn. Retrieved April 14, 2019,
from https://www.linkedin.com/company/professional-bull-
riders-inc./
RodeoCommittees.org. (2019). 2019 Global Rodeo
Conference. Retrieved April 14, 2019, from
https://www.rodeocommittees.org/events/2019/2019-global-
rodeo-conference
SilverSpursRodeo.com. (2019). Event Schedule. Retrieved
April 14, 2019, from https://www.silverspursrodeo.com/event-
schedule/