At Berkadia, our success is built upon the talent and hard work of a broad, diversely skilled team. From analysts to loan closing specialists to managing directors, each of our people brings a unique background, perspective, and expertise. Their work allows Berkadia to remain a leader in the commercial real estate industry.
Today, we’re shining the spotlight on Digital Marketing Specialist, Alyssa Robinson, to learn more about her role at Berkadia, the impact social media has on commercial real estate, and how she has helped to evolve Berkadia’s online presence.
Describe your role at Berkadia.
I am the Digital Marketing Specialist on Berkadia’s Corporate Marketing team. I assist in planning, executing, and optimizing digital marketing campaigns across multiple platforms to drive brand awareness and lead generation. A key part of my role is social media strategy, from planning and creating content to monitoring performance across channels. I also support the ongoing evolution of our website through SEO strategy and a continued focus on user experience.
What part of your role are you most passionate about?
I enjoy coming up with new and creative ideas that support my role, especially when developing ads and social media content, because those projects give me the opportunity to think strategically while also tapping into my creativity. I like finding ways to make content both engaging and purposeful, whether that means experimenting with messaging, exploring different formats, or tailoring ideas to better connect with our audience. On top of that, I’m someone who enjoys getting into the weeds with data, so analyzing and quantifying campaign performance is something I find both insightful and rewarding.
What excites you most about social media and how do you use it in your role at Berkadia?
What excites me about social media is how constantly it evolves through algorithm changes, new features, and shifts in audience behavior. As a marketer, that creates opportunities to stay creative, test new strategies, and learn quickly what resonates. In my role at Berkadia, I use social media to highlight the stories of our people and client success.
How has Berkadia’s social media presence evolved since you stepped into this role and where do you see it going?
Since joining Berkadia in June 2022, social media has evolved and so has Berkadia’s presence. We’ve learned what resonates with our audience and what performs best. Looking ahead, I anticipate social media to continue to be integral part of strengthening the Berkadia
brand.
What advice would you give to a younger version of yourself entering the commercial real estate industry and what is the best piece of advice you have received?
The advice I’d give to a younger version of myself entering the commercial real estate industry is to explore as many facets of marketing as you can. Try everything and learn what you enjoy most.
One of the best pieces of advice I’ve received is to never stop learning, whether that means staying current on industry news, following emerging trends, or keeping pace with how marketing tools like social media continue to evolve. I’ve carried that mindset with me throughout my time at Berkadia, and it has played an important role in helping me grow and strengthen my skills.
When you’re not helping Berkadia move the industry forward, how do you spend your time?
I like to spend time outside whether it’s taking a walk through my neighborhood or enjoying a day at the beach. In my free time, I also love doing pottery at a local studio. It’s a passion I’ve had since childhood, and it’s become a great creative outlet for me.
How has your time at Berkadia helped to accelerate your personal and professional development?
Professionally, Berkadia has given me the opportunity to grow as a marketer, particularly in the digital realm. I’ve gained valuable experience building campaigns that result in meaningful business outcomes.
Personally, I’ve developed stronger project management and prioritization skills while also growing more confident in the ways I partner with colleagues across the organization.
Is there anything else our audience should know about you or your time at Berkadia?
I’m grateful to be part of a team that collaborates effectively and communicates well, within an organization that values learning and development. Being a part of a culture that values collaboration and being surrounded by people who also enjoy their work and are equally committed to what they do makes my experience at Berkadia especially rewarding.