Avery Schoenhals
Brand Strategist
Avery Schoenhals
Brand Strategist
Embedded Files
Brand Strategist
Brand strategist turning complex stories into campaigns that move people.
Brand strategist turning complex stories into campaigns that move people.
Hi, I'm Avery. I'm a graduate of the PR and advertising program at DePaul University, currently working as a Brand Strategist at Penta Group, where I develop and execute full-funnel campaigns for clients across energy, finance, and public affairs. I've previously worked in media relations, internal communications, crisis management, and policy/media monitoring in roles at Keeper Security, Dallas Area Rapid Transit, and New Chicago Consulting.
My Resume
My Resume
Professional Experiences
Content development for the J&J Center for Healthcare Policy Research, translating complex healthcare policy and pricing into clear, credible content for a professional audience. I developed the Center's annual pricing transparency report along with website and blog content—shaping dense policy and data into accessible narratives that advance the Center's research and inform the healthcare policy conversation.
TXSE: "Welcome to the real bull market."
TXSE: "Welcome to the real bull market."
A brand-anthem ad campaign positioning the Texas Stock Exchange as the bold challenger to the legacy coastal exchanges. I contributed to creative direction on the spot itself and helped develop and coordinate the paid media plan behind its launch across connected TV, national cable, social, and a downtown Dallas takeover. The campaign drew 6.4M+ cable impressions and strong C-suite attention—earning national press and putting NASDAQ and NYSE employees among its top viewers.
Boom Belt Event in Miami
Boom Belt Event in Miami
A signature live event for the Texas Stock Exchange, anchoring an 11-state regional economic narrative. I helped lead event strategy, vendor coordination, and on-site content capture—working across creative, design, and production teams to translate a brand moment into content that carried across channels.
bp: Investing in America Campaign
bp: Investing in America Campaign
Brand and paid media strategy for bp's "Investing in America" campaign, telling the story of bp's US energy investment and domestic production growth. I develop creative briefs, manage paid media creative across placements, and analyze placement performance to deliver optimization recommendations—turning a complex energy-investment story into content that's clear, resonant, and built to perform.
Maximus: Brand Positioning Project
Maximus: Brand Positioning Project
Brand positioning strategy for a major government-services provider. I helped facilitate an executive positioning workshop—guiding leadership through a structured framework to define the brand's core promise and competitive distinction—then synthesized the outputs into positioning documentation and an executive-ready presentation. The work was grounded in a competitive analysis of the firm's key rivals, sharpening how the brand stands apart in a crowded federal-services market.
Collegiate Experiences
Folgers PR Campaign for MSL Group
Folgers PR Campaign for MSL Group
This new business pitch for the J.M. Smucker Company's Folgers Coffee brand was done as a part of a class project in collaboration with MSL Group. Divided into teams, our class was tasked with creating a comprehensive campaign for Folgers, a classic home coffee brand that was strugglilng to take off with a younger generation. Our team conducted research among a wide range of younger consumers and used these insights to craft a campaign that was relevant to young coffee drinkers.
Folgers Coffee Final Campaign.pdfStrategic Communications Intern at Dallas Area Rapid Transit (DART)
Strategic Communications Intern at Dallas Area Rapid Transit (DART)
As an intern on the communication strategy team at Dallas Area Rapid Transit, I gained valuable experience working in a government agency, and in the public transit industry. While interning at DART, I worked on the Communication Strategy team which pursued initiatives at the direction of the Office of the CEO. Some of my responsibilities included:
Wrote blog content for DARTDaily from the voice of the CEO
Planned signature events such as State of the Agency and the Excellence in Service Awards by conducting site visits and contacting vendors
Managed contact lists in ConstantContact for the CEO's Leading Mobility newsletter
Developed an award narrative for Latinos in Transit's Agency of the Year Award (resulting in DART winning the award)
Coordinated outreach initiatives to celebrity invitees related to the annual DART Roadeo
Communications Intern at Keeper Security
Communications Intern at Keeper Security
As a communications intern at Keeper Security, a, I developed media pitches, press releases, and thought leadership content—earning placements in outlets including Forbes, the Daily Mail, and the Chicago Tribune. I also managed social and influencer initiatives and produced monthly trend research, building the kind of clear, news-driven writing and social content the samples below reflect.
Enabling Women in Identity to Focus on Their Mission.pdfWomen's History Month
Women's History Month
Case Study
Case Study
A case study that I coordinated and wrote for Keeper Security during Women's History Month, showcasing Keeper customer Women in Identity.
Keeper Retrospective_ Celebrating a Year of Growth and Innovation.pdfPress Release for Keeper Retrospective
Press Release for Keeper Retrospective
A press release that I wrote announcing the Keeper Retrospective, a year end social media campaign designed to show Keeper's growth within the cybersecurity industry in 2023.
Keeper Security Parental Practices Report Reveals Insights on Cybersecurity Conversations With Children_12 Sep 2023.pdfPress Release for Parental Practices Report
Press Release for Parental Practices Report
A press release that I wrote sharing data from an internal parental practices and household cybersecurity conversations report.
Contact Me
Contact Me
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