Alex Kroviak ·
41 Waller Street #103 · Austin, TX 78702 · (972) 814-1399


THE UNIVERSITY OF TEXAS AT AUSTIN, Moody College of Communication, Austin, Texas

May 2009

Bachelor of Science in Advertising; Texas Creative Sequence; Business Foundations Certification



GOLFSMITH INTERNATIONAL, World’s Largest Specialty Golf Retailer, Austin, TX

2012 – Present

Content Marketing Manager & Senior Copywriter (2015 Present)

  • Devised content strategy and introduced company’s first content-centric experience, as well as
  • Led social media marketing for both Golfsmith and Golf Town brands; oversaw Facebook, Twitter and Instagram; grew reach without ad spending; initiated >20% follower organic growth in less than 6 months
  • Utilized CRM data to drive a complete rebrand of SmartFit, a multi-million dollar club fitting initiative, from concept to execution including all digital, direct mail, in-store and other media marketing; resulted in weekly online custom club sales up ~200% YOY
  • Rebranded online presence to be golfer-focused with relevant content and an authentic voice; debut content piece drove 6,000 page views in < 6 hours
  • Developed new content initiatives including landing pages, blog entries, and native ad content; drove strategic change in media buying and was awarded Bounce Exchange’s Digital Marketer of the Year
  • Awarded #1 Golf Blog on Golf Assessor’s annual list of Top 50 Best Golf Blogs


Copywriter (2012 2015)

  • Led “Anything for Golf” brand campaign in all media; ensured brand and voice consistency
  • Developed copy for digital, print, in-store, and OOH brand marketing for all promotional initiatives
  • Selected as a finalist for company-wide Innovation & Inspiration award
  • Awarded the American Inhouse Design Awards in 2014 for Direct Mail and Gift Card pieces


NICEKICKS.COM, Online Sneaker Magazine, Austin, TX

2009 – 2011

Marketing Strategist & Staff Writer (2009 2011)

  • Grew publication from inception into the definitive online voice; averaged almost 900,000 page views daily
  • Managed twice-weekly e-mail newsletter reaching 80,000 inboxes, driving sales and online visits
  • Served as Art Director and Photo Editor while driving clicks and audience spread via 20+ daily, humorous tweets containing links; social media accounted for roughly 15% of incoming clicks
  • Created sneaker-related content for readers in the 15 to 30-year-old range in an extremely brand-loyal consumer market
  • Expanded local brand to sales-generating retail when brick and mortar boutique opened, reaching college students and young Austinites


SICOLA MARTIN (Y&R AUSTIN), Full-Service Advertising Agency, Austin, TX

Summer 2009

Writing Intern

  • Won blind-selections by clients versus staff writers; work was published for NetSpend



  • Expert user of Adobe Creative Suite, WordPress, HootSuite, Google Analytics