Member Spotlight


Amy Amaya, CPSM

CRM Manager | Freese and Nichols, Inc.

Why did you pursue CPSM certification?

I wanted to challenge myself. I wanted to become more knowledgeable, not only in the A/E/C industry, but about marketing in general. And, I wanted something that would help me advance my career for where I am now, and where I want to be in the future.

Did you participate in a CPSM study group? If so, what did you gain? If not, how did you study?

Yes, the study group was amazing. It provided support, guidance, motivation, and accountability. It was so helpful to hear others' views and translations of the different domains. It also helped to hear how things work outside of your own firm and see a bigger picture view of the industry.

What would you recommend to anyone considering taking the exam?

Do it. Join a study group. Maintain your focus. Celebrate your personal and professional achievement when you pass your CPSM exam. It’s truly an exciting day when you get that letter in the mail!

Now that you’ve earned your CPSM, what is your next big personal or professional goal?

I hope to continue improving and expanding my skills and focus on the data-side of marketing to improve the efficiency and consistency in my firm’s marketing department.

Fun Fact About You / Hobby

I’m an organization freak. I like things neat, clean and where they belong. However, my kids don’t agree with the whole “where it belongs” theory.

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Member Spotlight


Lindsey Kubes, CPSM

PR/Communications Manager | Freese and Nichols, Inc.

Why did you pursue CPSM certification?

I pursued CPSM certification to extend my marketing knowledge and advance my career as a credentialed marketing professional.

Did you participate in a CPSM study group? If so, what did you gain? If not, how did you study?

When I prepared for the exam in 2009, we did not have a formal study group. I met with a few members for informal lunches to share information and take practices tests. The majority of my preparation was through independent study and reading.

What would you recommend to anyone considering taking the exam?

I would recommend you review the course objectives, think about the time commitment, and then ask yourself a few questions:

  1. Is this the right step for your professional development?
  2. Is this the right time in your life (personally and professionally)?
  3. Does your firm understand the value of CPSM certification?

When you have a personal passion and company acknowledgement for the value of CPSM certification, it will make your journey much more rewarding.

Now that you’ve earned your CPSM, what is your next big personal or professional goal?

Since I earned my CPSM in 2009, I’ve had a lot of professional and personal opportunities. I am blessed to work at a great company that recognizes employees for their achievements and values professional development of staff.

Now, as a manager, one of my goals is to foster the development of my team members through many of the opportunities that were afforded to me. Last year, two of my team members (Amy Amaya and Dan Purschwitz) were among the new CPSMs from the Fort Worth Chapter! In addition, I strive to develop each team member as a well-rounded marketing professional, not only for company benefit but for their own personal benefit and satisfaction. Personally, since 2009, I’ve also had a lot of life changes, mainly in the way of three children (ages 1, 4, 7). One of my ongoing personal goals is balancing work and home responsibilities while still having fun! It’s a challenge and never-ending work-in-progress. A happy family and happy home are top priority, and, as long as that happens, everything else just falls into place.

Fun Fact About You / Hobby

With three young children, I don’t have much time for hobbies. I enjoy anything on HGTV/DIY like Fixer Upper and have a spring trip planned to Magnolia Market in Waco. I’m also a big fan of the TV show Shark Tank! I enjoy shopping, exercising and fun outings with my kids. Reading is my ultimate escape when I get quiet time to myself.

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Member Spotlight


Jennifer Eisenbarth, CPSM

Proposal Manager | Freese and Nichols, Inc.

Why did you pursue CPSM certification?

I reached a point in my career where having a seat at the decision-makers’ table without current, relevant proof of my knowledge and expertise was going to be very challenging. Our technical peers in the A/E/C industry have many types of professional certifications; if I wanted to be viewed as a peer, I needed to invest the time and obtain my CPSM.

Did you participate in a CPSM study group? If so, what did you gain? If not, how did you study?

The CPSM Study Group is a major reason for the “why” and the entire reason for the “how” I passed the exam. I have been in A/E/C marketing since 1998 and a major reason that I procrastinated was fear of going on that unknown journey alone. When I found out about the study group, I was so excited! The best part was the amazing people I met in the study group. They are smart, engaging, enthusiastic and funny. It was so motivating to see each of them achieve the CPSM certification throughout the year. Also, as a result of the study group, I became more involved with my SMPS Chapter. Best of all, I have made true, wonderful friends who have supported me both personally and professionally. I got more than I could have ever hoped for from the entire experience.

What would you recommend to anyone considering taking the exam?

JOIN A STUDY GROUP. Also, make time to study. I invested a lot of personal time studying, and while I was taking the exam I was so relieved that I had put the effort into participating in the class and studying at home.

Now that you’ve earned your CPSM, what is your next big personal or professional goal?

Yet another benefit of the exam was in the reading material for the exam - I found a lot of proven techniques, plans and tools that have helped convince key leaders within my company to revisit the way that we do things in marketing. Ultimately, I want to change the way marketing is viewed as a whole in the A/E/C industry and help secure a place for marketing at the decision-making table within my firm.

Fun Fact About You / Hobby

My family and our animals bring me joy and keep me busy. My favorite place to unwind is at home. I read voraciously and I have a borderline-unhealthy addiction to coffee and Pinterest. The older I get, the more introverted I become. I am just a pretty happy person in general. Life is good.

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Member Spotlight


Krystal Bybee, CPSM

Business Manager | The Rios Group

Why did you pursue CPSM certification?

As the Business Manager for my firm, I wear many hats.  One of these hats is marketing my firm’s services. When I learned there was an opportunity to become certified in professional services marketing, I looked at it as a chance to increase my knowledge based on information from the subject matter experts.

Did you participate in a CPSM study group? If so, what did you gain? If not, how did you study?

Yes. Our study group was a wonderful experience.  I learned so much from the group members sharing their experiences, as well as the in-depth discussions on reading assignments. It really did feel like I was participating in a Master Class for A/E/C Marketing. It was invaluable.

What would you recommend to anyone considering taking the exam?

Keep your eye on the prize.  There is a lot of reading.  It takes some discipline to get through it all, but in the end, you will grow in your profession, and as a leader in your firm. 

Now that you’ve earned your CPSM, what is your next big personal or professional goal?

As a life-long learner, I’m looking into the SHRM certification for Human Resources.

Fun Fact About You / Hobby

I really enjoy singing in a choir.  I’m thrilled that my daughters enjoy it just as much as I did, and I always look forward to attending their concerts and contests.

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Program Recap


January 20, 2016

Janell Broyles, Senior Marketing Coordinator for Freese and Nichols, presented techniques to make our writing sharper and more effective. She also shared some basic grammar rules, industry styles/standards and much more. 


Don't overemphasize your words with CAPS, colors, bolditalic and underlines. little goes a long way.

Many people don't know that it's best, unless one hasn't any choice, to avoid too many contractions. When in doubt, spell it out.

Our industry LOVES acronyms so always remember A.E.Y.A.T.F.T.Y.U.T.. It is important for the reader to know what you are referring to with acronyms. For example, I'm sure you are wondering what A.E.Y.A.T.F.T.Y.U.T. means and what you should always remember when using acronyms! 

Wait no longer! When using acronyms remember to A.E.Y.A.T.F.T.Y.U.T. (Always Explain Your Acronyms The First Time You Use Them).

Alright is considered nonstandard English so do not use it. It's not all right to use alright!

Try not to:

• overuse

• bullet

• points


• it cabecome

• distracting









E.G. VS I.E.







With 5 star reviews from the 25+ attendees, Janell's Writing Workshop was a big success. Thank you to Janell and to our Silver Sponsor, Frees and Nichols for sharing their resources with the chapter. 

Here is just some of the feedback we received on the surveys:

"GREAT program - very useful information. I got the most from the grammar section and tips for better writing."

"What did I enjoy most? Handouts! Worksheets! This helps me reference material for the future and show my team."

"The 'polish' worksheet was most helpful, combing all the information we learned."

"The session on professionalism was what I most enjoyed."

"Loved the activities, very hands on!"

"The social media part stood out the most for me."

"I most enjoyed the interactive sessions and handouts."

"The examples of rights and wrongs was the highlight for me"

"I learned a lot of things I didn't know."

"This was an open discussion that I enjoyed, a nice collaborative opportunity."



Grammar and Style

AP Stylebook:

Subscription required to access content. Does have Facebook and Twitter accounts.

The Center for Writing Studies Grammar Handbook:

Scholarly but good for trying to find higher-­level grammar answers. Facebook and Twitter accounts

Grammar Girl:

A great quick resource. Twitter, Facebook and Pinterest accounts.


Business Writing Blog:

Facebook and Twitter accounts.

Has a wide variety of marketing and business tutorials around writing, graphics and communications. Facebook and Twitter accounts. 


Technical Editors' Eyrie:

A decent resource though not updated regularly.

How to Write a Style Guide:



Check out the wonderful handouts that Janell shared with us to help improve our writing skills.

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Member Spotlight

andi sims

Director of Marketing | HPM Hoar Program Management

Why did you join SMPS?

To network with other marketing professionals, to obtain continuing professional education and resources and to build equity in my company’s brand in the A/E/C industry.

Fun Fact About You / Hobby

A self-admitted Mickey Mouse fanatic, I’ve been fascinated by all things Disney including the parks, cruises, movies, books, music and the classic Walt Disney "signature" -- his attention to detail. My fanaticism even led to my being selected out of tens of thousands of applicants to serve on the Disney Moms Panel and working as a contract spokesmom for two years for Walt Disney World and Disney Cruise Line. Now, I invoke that magical training, exposure and experience into many aspects of my professional and personal life – including working with engineers and architects in the construction industry!

What is a marketing challenge that you overcame and how?

My marketing challenges face me on a daily basis – from laying the foundation on brand awareness for a new office to teaching and encouraging professionals to step outside their comfort zones and sell their services. My preference is always to stay ahead of marketing challenges by planning strategically. However, in this industry, much of what we do is reactionary. Therefore, my key to overcoming daily marketing challenges is to begin by keeping the end in mind. I ask a LOT of questions – what are you trying to accomplish with this marketing collateral, sponsorship or trade show attendance? Who are your target audiences? What are their biggest fears or challenges? By leading my internal clients to their ultimate goal, I am marketing in the most effective and efficient manner. We’re not responding to what we think we need, but we’re creating a message based on what we can provide our clients. That’s our unique value as a company and mine as a marketing professional.

What is your top marketing tip?

Remember the value we bring to our industry as expert communicators. Hone your skills and talents by interpreting technical information into the verbal and written word to impart the unique value our professionals bring to their clients. You are the conduit between your professionals and their clients.

What is your personal professional goal for this year?

To serve as a key advisor to the business unit leaders within our company to grow their individual business units and ultimately grow the overall size of our company.

What was the best tip anyone ever gave you regarding your profession?

Market yourself. Find your own brand. Stay true to what that is and humbly and consistently promote who you are and what you do.


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New Member Lunch

SMPS Fort Worth Style Welcome

February 26, 2016

Gold Sponsor Joeris General Contractors hosted the new member welcome lunch on Friday, February 26, 2016. This great opportunity was extended to our newest members to privately connect with SMPS Fort Worth board members, other new members and learn how to get the most out of being a member of SMPS Fort Worth. The following new members were in attendance:

Nicole Arapis

Marketing Coordinator at Campos Engineering, Inc.

Education: Tarleton State University

Why She Joined: Seeking to help grow their Fort Worth office 

Cornell Yancy


Director of Business Development at Crimson Building Company  

Previous Experience: Owner of ECY Consultants for 11.5 years

Why He Joined: New to his company and is interested in networking events

Sarah Kuehn

Landscape Architect at Mycoskie+McInnis+Associates, Inc.

Education: University of Texas at Arlington 

Why She Joined: She joined for the educational resources and has already taken advantage of webinars, mysmps, etc. 

looking forward to the next new member lunch

Our next lunch will be in late May or early June to wrap up the Membership Derby. We hope to celebrate a win in the derby and welcome eight new members!

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Member Spotlight

Katherine M. Thomas

Marketing Coordinator | VLK Architects

Why did you join SMPS?

To help connect with other industry marketing professionals and learn more about how to effectively market for my company.

Fun Fact About You / Hobby

I absolutely love animals and to be outdoors.

What is a marketing challenge that you overcame and how?

Learning how to market for the A/E/C industry has been fun and full of obstacles. You have to step aside from “stereotypical marketing” and really dive deep into what our industry is all about. It’s about relationships and client care and that has been challenging to learn
yet exciting.

What is your top marketing tip?

Make sure you fully understand what message you are trying to convey. Even though you are marketing the same company
remember what the message is and who is hearing it.

What is your personal professional goal for this year?

My goal is to continue to grow in my profession and gain a better understanding of architecture terminology in order to make it easier to market and engage in intellectual conversations.

What was the best tip anyone ever gave you regarding your profession?

“Remember you are not a sales person. You are creating an image to represent what your company’s true values are to help people connect to your brand and your company’s name.”


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SMPS Fort Worth Team Brought Home a 4th Place Win

Friday, September 25, 2015

Our SMPS Fort Worth team competed in the Oktoberfest Olympics this past Friday. 

Attendees pictured below (left to right):

  • Chrisine Jacoby | Business Development Manager for JQ
  • Jenny Moore
  • Ryan Barrera | Events Coordinator for Texas Health Resources
  • Tara Anderson | Marketing Manager for Hill & Wilkinson General Contractors
  • Jamie Knox | Senior Associate, Director of Business Development for BURY


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Ready for a change?

SMPS Fort Worth is a great resource for your next opportunity! We've added new career opportunities!

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Call for Nominations | Forms due March 30

The SMPS Fort Worth Chapter Nominations Committee is seeking qualified candidates to fill multiple positions on the 2019 Board of Directors.


Event Recap: Sponsor Appreciation

SMPS Fort Worth spent Valentine’s Day Eve with our treasured chapter sponsors at our first-ever “We Love Our Sponsors” sponsor appreciation event.


Event Recap: The Internet of Things

Zone topology, vampire power loss, the technological future of the built environment and more!


Event Recap: Steer Style Bingo 2017

Thursday, October 19, professionals and community leaders from across the area attended SMPS Fort Worth’s second Steer Style Bingo event, benefiting the Fort Worth Herd and the SMPS Fort Worth Scholarship Program.


Event Recap: TxDOT Proposals 101

Did you know: NLCs are pass/fail and will be elminated within six months; good formatting is critical; use of headings is encouraged; there are new exciting details on electronic submissions? Read more to find out!


Event Recap: How to Brand People

"Your brand is what Google says it is.” - Cathy Hutchinson, CPSM


TXDoT Precertification Updates

2017-18 Slate for Board of Directors

We are pleased to announce by acclamation the Approved Officers Slate for the 2017–18 year. The following officers have been reviewed and confirmed by our Nominating Committee and will assume the following positions...


Education Recap

Monday August, 7 2017 we hosted Janell Broyles, Sr. Marketing Coordinator for Freese and Nichols, as she gave us tools to help manage both internal and external writing tasks, from simple cover letters to complex and detailed technical documents.


Member Spotlight

Please give Eleanor Gach, Marketing Manager at Empire Roofing, a big Fort Worth welcome. Read on to learn more about Eleanor and her top marketing tip - it's a good one!