Abby Lutz

About

Brand strategist and creative storyteller with four years of experience building audience-first campaigns and zero-budget strategies grounded in behavioral insight, narrative, and community psychology. Comfortable across brand strategy, content development, copywriting, and event content; experienced leading campaigns within a K–12 environment and using AI tools natively across content workflows.

Experience

• Brand & Campaign Strategy Lead — Theatre Department · Frisco Independent School District2023

  • Conceived a zero-budget golden ticket campaign driving ~3x growth in non-theatre attendance (~450 attendees) with zero ad spend. • Designed a multi-week prop artifact teaser campaign contributing to 400+ attendees — ~3x the program's historical baseline. • Built repeatable content systems and brand identities for 4–6 productions per year across full campaign lifecycles. • Prepared and coached speakers and performers for live presentations and competitions. • Managed a $10K+ annual budget across productions. Leverages Claude, ChatGPT, and AI tools natively across all content workflows.

• English Teacher · Lewisville Independent School District2022 – 2023

  • Applied narrative structure and engagement psychology to develop curriculum for diverse K–12 student populations. • Managed cross-functional relationships with administrators, parents, and department stakeholders in a fast-paced environment.

Education

• The University of OklahomaB.F.A. in Theatre, Theatre

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