Tia Williams

About

With a robust background in fashion merchandising and business administration from Texas State University, complemented by advanced marketing certification from Southern Methodist University, I have carved a niche in strategic marketing and brand partnerships. Currently, I serve as the Director of Brand Partnerships & Strategic Marketing at Hollman, Inc., where I lead a dynamic team, driving significant revenue growth and brand awareness. My tenure at Hollman also includes founding the Hollman Family Foundation and launching impactful corporate partnership programs. Previously, I held key roles at Tesla, JCPenney, and Neiman Marcus, where I spearheaded marketing strategies that resulted in substantial sales increases and brand visibility. My career began with the Dallas Cowboys, where I balanced roles as a cheerleader and marketing assistant. This diverse experience has honed my ability to execute high-impact marketing campaigns and forge strategic partnerships across various industries.

Experience

• Director of Brand Partnerships & Strategic Marketing · Hollman, Inc.01-01-2020

  Spearheaded end-to-end brand strategy, partnerships, and integrated marketing across commercial, sports, and wellness verticals, overseeing a $2M+ budget and collaborating closely with the CEO and COO on national positioning. Built and led a high-performing marketing team from the ground up, launching joint ventures with Gensler and Vecos, generating 300+ qualified leads, and increasing brand awareness by 40%. Drove $11.4M in new pipeline opportunities and $20M+ in quarterly revenue through data-informed campaigns, SEO optimization (+68%), and improved digital engagement, including a 35% YTD email open rate. Founded the Hollman Family Foundation and launched a corporate partnership program to align brand purpose with community impact, while co-leading company-wide strategy retreats with executive leadership.

• Brand Manager · Hollman, Inc.01-01-2018 – 01-01-2020

  Managed brand strategy and marketing initiatives to enhance brand visibility and market presence.

• Vice President, Programs & Partnerships · The Hollman Family Foundation01-01-2019

  Developed and led the foundation’s philanthropic strategy, launching a nationwide locker room renovation program for underserved schools and securing $1M+ in donor and corporate contributions through high-profile partnerships with the Los Angeles Rams and Varsity Brands. Achieved national visibility with 500K+ public votes and media coverage across 20+ outlets, while managing end-to-end execution of large-scale renovation projects and cultivating long-term relationships with civic and nonprofit leaders.

• Senior Specialist, Marketing & Strategic Partnerships · Tesla01-01-2016 – 01-01-2018

  Led regional and national marketing strategy, GTM planning, and campaign execution for high-profile launches, including the Model 3 and Powerwall, driving $18M+ in Texas sales and a 60% increase in lead volume. Managed a 10-person marketing team, standardized processes across North America, and elevated customer satisfaction by 15% through redesigned delivery experiences and targeted engagement initiatives. Secured strategic brand partnerships with Troon Golf, The Standard Hotel, and Casper, and doubled test-drive events through experiential campaigns that increased foot traffic by over 70%.

• Merchandise Marketing Manager · JCPenney01-01-2013 – 01-01-2016

  Led marketing strategy and execution across 1,100 retail locations, managing a five-person team and overseeing multi-channel campaigns to align merchandising with national brand objectives. Delivered $25M+ in growth through targeted promotions, including a record-setting Black Friday campaign, and drove a 21% sales spike with the national relaunch of the shoes and handbags category.

• Project Coordinator · JCPenney01-01-2013 – 01-01-2013

  Supported experiential marketing and cross-brand initiatives across 1,100 stores, launching a nationwide food demo program, a loyalty campaign with monthly events, and the Martha Stewart Kitchen Project to boost customer engagement and brand affinity.

• Merchandise Coordinator · Neiman Marcus01-01-2010 – 01-01-2013

  Coordinated merchandise activities to support sales and marketing initiatives.

• Sample Coordinator, Catalog & Online · Neiman Marcus01-01-2010 – 01-01-2010

  Managed sample coordination for catalog and online platforms to support marketing efforts.

• Dallas Cowboys Cheerleader · Dallas Cowboys Football Club01-01-2007 – 01-01-2011

  Performed as a cheerleader, representing the Dallas Cowboys at games and events.

• Marketing and Public Relations Assistant · Dallas Cowboys Football Club01-01-2007 – 01-01-2009

  Assisted in marketing and public relations activities to enhance team visibility and engagement.

Education

• Texas State UniversityBachelors of Science, Fashion Merchandising/Business Administration
• Southern Methodist UniversityAdvanced Marketing Certificate
• Robin Pou Executive Leadership Cohort

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