Public relations veteran Nepherterra Estrada Best was named vice president of integrated communications at CMRignite, one of the nation’s largest minority-owned marketing agencies.
The Milwaukee firm’s client list includes General Electric Healthcare, the U.S. Department of Health and Human Services, National WIC Association and the University of Wisconsin.
Best, who graduated from Johnson C. Smith University, is co-founder of Charlotte-based Pride Public Relations.
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In a Q&A with QCity Metro, she talks about her new role and her plans to remain in Charlotte.
Responses are edited for clarity and brevity.
Are you leaving Pride PR?
I co-founded Pride PR in 2008 with my business partner Dee Dixon, which is one of my greatest accomplishments. Our firm has built a strong reputation in Charlotte and continues to work with numerous government, nonprofit and corporate clients.
The agency has evolved over the past 14 years thanks to our clients, who are doing amazing work throughout the state of North Carolina. Thanks to the talented team that we have in place, Pride PR continues to thrive.
What made you transition?
My goal is always to add value. CMRignite is the nation’s largest minority-owned cause marketing and social impact agency that recently earned a spot on the INC 5000 list of fastest-growing private companies.
The agency is based in my hometown of Milwaukee, so I’ve watched them grow from 15 to 65 people over the last few years. Their growth and research-first approach have inspired me, so when the opportunity to step into the Vice President of Integrated Communications role was presented to me, I was excited about adding value on a national level.
It was a unique opportunity to lead, learn and make an impact in a meaningful way.
What are you most excited about?
It happened organically and felt like a natural next step in my professional career. I am excited that my experience as an entrepreneur allows me to bring a unique perspective to my new role as I work to build out the firm’s Public Relations Department.
I am also grateful to serve in this leadership role with a diverse team of 70% Black, Indigenous, and People of Color (BIPOC), LGBTQ+, and/or people with disabilities.
What will a typical workday look like?
When you work in an agency, every day is different.
A typical workday involves me working with the agency’s executive leadership team, leading the firm’s PR team, working with clients on their PR and marketing strategies, and working on the agency’s national marketing plan.
Will you be leaving Charlotte?
Another great thing about this opportunity is that it is 100% virtual, so I will still be here in Charlotte.
I may be in Milwaukee more which means I get to see my mom, brothers, nephews, and nieces, so that’s a win-win.
Editor’s Note: This article was updated