Conversations with Local Experts: AMA-HR Think Tank Recap

On Friday, October 16th, 2026, Qantm Creative was lucky enough to host the American Marketing Association of Hampton Roads for their Think Tank event with marketing leaders from different organizations in the 757. They covered a variety of topics and disciplines, allowing participants to get a sneak peek into problems their teams solve every day.

Kristen Howard, VP of PR and Communications at the YMCA of South Hampton Roads, discussed why your CEO is not always your best spokesperson. When a community is shaken by an incident, people want more than reassurance from leadership. They want to hear from someone with firsthand knowledge and relevant expertise. PR professionals have the opportunity to utilize key operational players to increase their credibility. Don’t be afraid to send in a lifeguard to speak on water safety rather than just having them help prepare a statement for leadership. 

Paula Hill, Director of Marketing & Branding at Studio Center, posed a hypothetical: How does a company with 20 years of experience and great reviews get noticed over their competitors in a crowded market? Participants discussed how narrowing down your potential clientele is the first step in a great sales strategy, and how smaller communities mean earned media impressions work harder. Let your current clients be your best advocates, and decide what you want to be known for.

Our own Lori Aitkenhead, Director of Digital & Social Media here at Qantm Creative, facilitated a discussion on leveraging data with leadership teams. How do you justify marketing spend when ROI is hard to prove? Focus on the metrics your leadership cares about most, and find ways to tie brand work directly to revenue. 

Kelly Welsh, Chief Marketing Officer at Norfolk Botanical Garden, led discussions on wearing many hats when working with a small marketing team, which is very common in the nonprofit world. Kelly handles high-visibility work like large-scale marketing strategy and serves as the Garden’s official media spokesperson. She even pitches in on the less glamorous tasks, like scanning tickets and taking out the trash during events.

Emily Christopher, VP of Marketing and PR at United Way of South Hampton Roads, spoke with AMA members about why some organizations are hesitant to show personality on social media. 

How can social media professionals convince leadership that the “safest” content isn’t the best-performing content? Showcase real people, lean into trends, and let the results speak for themselves. “If we’re in alignment with our core values, we can take the risk.”

Qantm Creative is an active sponsor of the American Marketing Association of Hampton Roads and supports its goals of creating a platform for education, discussion, and networking for marketing professionals in Hampton Roads. Check out AMA-HR’s recently refreshed website, courtesy of Qantm Creative: https://amahamptonroads.org/

Written by Mollie Sheriff, Account Manager