LATROBE, PA – Alexa Brothers’ interest in marketing started long before she even knew what the trisyllable term means. The imaginative Weedville native and 2024 Saint Vincent College graduate routinely created small “businesses” in her childhood bedroom using her beloved stuffed animals.
“I would make advertisements, business cards and even commercials,” she said. “My stuffed animals made up my entire target market, and luckily, they were always willing to bear with my marketing ideas. At the time, it was just something I enjoyed doing for fun, but looking back, those silly businesses were the first signs of the career path I would eventually pursue.”
As a Saint Marys Area High School (SMAHS) student, Brothers closely examined a variety of career options but quickly realized marketing was her perfect fit. She later participated in a job shadowing opportunity at a local automobile dealership, which cemented her passion for marketing and solidified her decision to pursue the field as a career.
When exploring postsecondary education choices, the 2021 SMAHS graduate found Saint Vincent College to be the right place, due in part to its small class sizes.
“I wanted to attend a college where I would be seen as a person and not just a name on an assignment,” Brothers said. “It was important to me to be in an environment where professors actually knew their students and were invested in their success.”
To say Brothers flourished at the College is an understatement. She earned a Bachelor of Science in marketing in just three years and received the Award for Academic Excellence in the Major Field of Study for marketing. The honor recognizes graduating students with the highest grade-point average in each program of study.
“I credit much of my success to the incredible faculty and staff who guided and supported me along the way,” Brothers said. “What stands out most to me about Saint Vincent College is the genuine, personal care that the administration and professors show to each and every student. They truly take the time to get to know you and support you, which creates a strong sense of community. They really become like family.”
Among the friendly faculty is Dr. Thomas Cline, a professor of business and statistics in the Alex G. McKenna School of Business, Economics and Government at the College. Brothers fondly recalls Cline’s classes as engaging and challenging as he encouraged students to push themselves and think critically.
“[Cline] consistently invested time in his students and was always willing to offer personalized advice about academics, career paths and life,” she said. “What I appreciated most was that he genuinely cared about his students’ success and took the time to mentor us individually.”
One of the most memorable projects Brothers completed at Saint Vincent was in a class taught by Robert Markley Jr., management and administration instructor in the McKenna School.
Students were tasked with developing a full business plan for a consulting firm. Brothers’ role within her group was to design the marketing strategy. This involved identifying the student group’s target audience, developing the positioning and outlining how the team would effectively promote its services. The project gave Brothers the opportunity to apply a wide range of concepts she learned across several study areas, from market research to competitive analysis.
“I really enjoyed figuring out how to communicate value in a way that resonated with our specific audience,” Brothers said. “Overall, this experience not only strengthened my marketing skills but also solidified my interest in pursuing a career in marketing.”
In retrospect, this project parallels duties that Brothers now tackles daily as the creative manager at Kelly Operations Group, a hospitality mergers and acquisitions firm that owns and operates restaurant concepts across the country. In her role, Brothers oversees a wide range of creative work that supports the restaurants at every level.
The Saint Vincent alumna handles all creative content across the restaurant brands, including designing menus, print materials, billboards, merchandise and social media. Brothers has also traveled to various locations to lead photoshoots for new menu launches, ensuring that all visual content aligns with each brand’s identity.
“My role is very fast-paced and always changing,” she said. “I can go from working on a high-end dining menu for Del Frisco’s (Double Eagle Steakhouse) to creating fun, local ads like ones featuring Pittsburgh’s iconic Kings Frownie Brownie. I love that no two days are ever the same.”
Brothers continues to learn the ins and outs of the hospitality industry, including the importance of strong branding and consistency. She’s gained a deeper understanding of how creative work directly impacts the guest experience and overall success of a brand and the importance of being able to adapt and problem solve in real time.
“What I love most about my position is getting to see my work come to life in real spaces,” Brothers said. “There’s something incredibly fulfilling about walking into one of our restaurants and seeing guests interacting with menus and materials I’ve designed. I’m incredibly thankful to Saint Vincent College for providing the foundation that helped shape my success.”
