Katrina Lichtenberg '13, B.A. Communication
"What I love most about my job is that I'm getting to do much more at 25 years of age in this start-up environment than I ever would at a larger corporation." That's Katrina Lichtenberg enthusiastically explaining the appeal of her first job post college.
That start-up environment is San Antonio-based Giles-Parscale, co-founded by Brad Parscale '99 in 2011 as a "holistic agency offering branding, signage, interior design, website design and development, digital marketing, and marketing strategy services." As senior account manager Katrina oversees more than 30 accounts serving local, regional, and national clients, including the Witte Museum, the University of Texas at San Antonio, and the Trump Campaign. Remarkably, Katrina, who works on the digital side of the multifaceted agency, says she had no prior digital experience.
The experience she did have—a B.A. with a major in communication from Trinity University and an M.S. in advertising from Boston University that included a semester internship in London with the entertainment marketing firm Feref (clients included Disney, Sony, Universal), coupled with tenacity, creativity, and the energy to thrive in a fast-paced, challenging environment—landed her the job.
Starting as an assistant to the vice president of communications, Katrina moved up quickly. Within three months, she was assigned her first account, the national health and wellness brand Massage Heights, where her stellar performance quickly accelerated her path to senior account manager. Her primary responsibility is to serve as a client's advocate within the agency, constantly sharing new ideas for growth. That involves working collaboratively with all departments and helping instill a creative and idea-centric environment. Since joining the agency in January 2015, Katrina says, "I haven't had one slow or boring day."
Katrina adds, "Being a regional leader in tech means that our firm must stay up to speed on the latest and greatest in design and digital, which means exciting new things are always on the forefront. Needless to say, I get to work with a great group of sharp, creative individuals, many of whom are also Trinity graduates, including Giles-Parscale co-principal Brad Parscale."
Raised in Brenham, Texas, home of Blue Bell Ice Cream, Katrina chose Trinity because it offered the same small-town feeling of community and togetherness she valued in her hometown. She also fell in love with the beautiful Trinity campus. Still, she admits to feeling apprehensive at first about moving to the big city and in awe of the intellectual rigor she encountered on campus. "Living at Trinity was like living in a think tank," she says. "Professors and students alike left a huge impression on me, always challenging me to push the boundaries." She describes the impact of her Trinity experience as "life-changing" and having a "direct effect on my personal growth as an individual, while also kick-starting the trajectory of my future career."
Having no idea what she wanted to do, Katrina began her academic career taking courses that interested her. Among her favorites were professor Heather Sullivan's German fairy tales class, professor Thomas Jenkins' classes in classical studies, and "any class with the amazing Dr. Jennifer Henderson," where her interest in communication began to "snowball" into a major. "Dr. Henderson provided a lot of insight and encouraged me to pursue graduate school," she notes gratefully.
Throughout her four years, Katrina worked on the Trinitonian in some capacity, ultimately serving as advertising director her senior year. She singles out Katharine Martin, the Trinitonian adviser, as another positive influence. Alpha Chi Lambda also played a significant role in her Trinity life. "The women of Alpha Chi were and continue to be some of my closest friends," she says, "and it was a great experience being part of an organization that is completely unique to Trinity."
Outside of work Katrina enjoys reading, catching indie films, and cooking. "My occasional Blue Apron delivery lets me pretend to be a chef every once in awhile," she laughs. She also enjoys getting out in the city and enjoying its restaurants, parks, and playing tennis on the courts at Alamo Heights Junior High School.
Thinking about her future, Katrina says she has never been one to plan five or ten years ahead. Instead, she prefers to "let life take me in new and unexpected directions." That being said, she would like to stay at Giles-Parscale for a very long time. "San Antonio is experiencing a renaissance of sorts," she explains, "and I would love to continue to be part of that growth, especially as tech and digital begin to have more of a foothold in the economic development of the city."
You can contact Katrina at katrina.lichtenberg@gmail.com
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