Amanda Lafky

About Amanda Lafky

I am a versatile marketing and communications professional with expertise in marketing management, loyalty programs, internal communications, and data-driven solutions. With over six years of experience, I have successfully led customer engagement initiatives, managed multi-million-dollar budgets, and executed high-impact marketing and communication strategies. I thrive in fast-paced environments, where I develop and implement strategic initiatives that enhance both customer and employee experiences while driving business success.Previously, as a Loyalty Supervisor at Kwik Trip, Inc, I led a high-performing team focused on optimizing the Kwik Rewards program. I developed and executed data-driven marketing strategies, managed third-party vendor and CPG partnerships, and tracked key performance metrics to refine engagement tactics. My role required cross-functional collaboration, technical problem-solving, and strategic campaign execution to drive customer loyalty and revenue growth.Currently, as an Internal Communications Specialist at Alera Group, I develop and implement communication strategies that enhance employee engagement and organizational alignment. I support change management efforts, ensuring employees receive clear, well-timed messaging that fosters transparency and connection. I manage internal communication projects from planning through execution, create executive messaging and newsletters, and leverage Salesforce and data analytics to optimize engagement strategies. By integrating data insights and strategic planning, I help drive alignment, transparency, and engagement across Alera Group.I am passionate about turning insights into action, optimizing communication and marketing strategies, and leveraging technology to create impactful solutions. I am seeking opportunities where I can apply my skills in loyalty marketing, internal communications, and digital strategy to contribute to an innovative, growth-oriented organization.In addition to my marketing career, I serve as a First Lieutenant in the Wisconsin Air National Guard, where I apply my leadership, project management, and analytical skills to support personnel and operations. My experience includes managing large-scale budgets, coordinating logistics for nationwide training exercises, and leading cross-functional teams to execute mission-critical initiatives.My ability to strategically plan, adapt to fast-changing environments, and effectively communicate across teams has been instrumental in both my military and civilian careers.

Experience

1. Internal Communication Specialist

   Alera Group, Inc.

   Sep 2024 — Present

   As an Internal Communications Specialist at Alera Group, I develop and execute strategic communication initiatives that enhance employee engagement and align with business goals. I ensure our Purpose, Mission, and Vision are consistently woven into colleague-facing messaging, helping to foster a strong and connected company culture.A key part of my role involves supporting change management efforts by crafting thoughtful, well-timed messaging that increases awareness and engagement. I manage internal communications projects from start to finish—planning, executing, and measuring results—to ensure initiatives stay on track and deliver measurable impact. Collaborating closely with stakeholders across the organization, I serve as a trusted advisor, helping leaders communicate effectively and authentically.Leveraging data analytics, I assess communication effectiveness, provide insights, and refine strategies to continuously improve employee engagement. I also create and deliver presentations for internal audiences, draft executive messaging, and oversee the production of monthly newsletters tailored to different employee segments.To maximize reach and engagement, I utilize a variety of communication channels, including written content, video, audio, and virtual events. Additionally, I use Salesforce Marketing Cloud to streamline internal communication workflows, track engagement metrics, and optimize messaging strategies. Through these efforts, I help drive alignment, transparency, and connection across Alera Group.

Education

• Bangor High School

  Diploma

  2008 — 2011

• Columbia Southern University

  Master of Business Administration - MBA, Project Management

• Community College of the Air Force

  Associate’s Degree, Human Resources Management and Services

• University of Wisconsin-Stout

  Bachelor's Degree, Professional Communications and Emerging Media

  2012 — 2016