Each month AWC Austin highlights one very special member making a difference in the communications industry in Austin, Texas. This month we had a chance to catch up with Rachel Denton, Platform Marketing Manager, Energy Applications, Embedded Systems with National Instruments. She’s one of AWC Austin’s newest coordinators and you’ve probably seen her at our signature Connect over Cocktails events, which she plans flawlessly! Read on to learn more about how she got to where she is today and why she values AWC Austin.
AWC AUSTIN: How long have you been a member of AWC Austin and what originally prompted you to join?
RD: I became a member in October of 2011 – I’m a very new member. I was looking for ways to get more involved in marketing and communications. After a bit of online research, I found AWC Austin and checked out Careers Over Cocktails (newly renamed Connect Over Cocktails). The group was really nice and helpful. Immediately, I tried to see where I could lend a hand and volunteer and Leslie Sopko asked if I could help with Connect Over Cocktails. AWC Austin has been a great way to meet people and gain more experience in the industry.
AWC AUSTIN: Tell me about the most rewarding aspects of AWC membership.
RD: I’ve started to learn how to tackle the event planning process and get a first-hand look at the different roles under the communications umbrella. It’s been great to see the different sides of communications and find where my interests might lie. Overall, my eyes have been opened to viewing marketing communications more as a mix than rather a single, isolated role.
AWC AUSTIN: I know you organize Connect Over Cocktails. How do you feel that event enhances AWC Austin and what would you tell someone who was considering checking it out?
RD: Instead of just focusing on finding a job or developing your career, we’ve geared Connect Over Cocktails to center around mingling, networking, and finding like-minded people with whom to connect. If you’re a non-member, Connect Over Cocktails offers a casual setting to mix with other communications women, meet board members, and see if you like the fit and vibe of the group.
AWC AUSTIN: How would you describe your job and what do you most enjoy about it?
RD: I recently started working with National Instruments in November, so I’m new to that as well. I gained my confidence through AWC to be able to want to do this. I have a bachelor’s and master’s in engineering – I’m kind of an odd ball – but I knew I wanted to do more technical marketing. I wasn’t 100% sure how to get my foot in the door because of my background. However, National Instruments requires that their product marketers have an engineering degree. I focus on outbound marketing communications and messaging centered on National Instrument’s energy applications; everything from webcast content, to white papers, to web organization. It’s nice to know that other companies embrace a diverse background. You can still do the things you love and enjoy without a lot of resistance. I couldn’t be happier!
AWC AUSTIN: Describe how your marketing and business development experience emerged.
RD: I used to work for a small consulting firm in town called the Power Angels. I met one of the founders at a networking event and told her about my engineering background and my interest in marketing and communications. She offered me an internship while I was wrapping up my master’s degree and after I graduated, I started full-time. I worked with clean energy companies helping with business development efforts and marketing communications to maintain a cohesive message. Marketing research and strategy was also part of job description.
AWC AUSTIN: Tell me about the Young Professionals in Energy and what plans you have on the horizon.
RD: Young Professionals in Energy is relatively new to Austin. I met the two founders of Austin Chapter at a Clean Energy Beers and after throwing a lot of ideas and thoughts their way, they approached me about becoming a board member. YPE hosts monthly happy hours featuring guest speakers who are representatives in energy in some way. We try to host a range of speakers—students, business owners, professors, politicians, etc. We’re also planning a crawfish boil in a few months and would like to put together a couple facility tours. We hope to develop a balanced focus on clean energy as well as traditional energy – oil and gas. Anyone that has any type of energy connection is welcome!
AWC AUSTIN: How is Austin’s energy scene different from others?
RD: As a whole, Texas is known as an “energy state.” There are plenty of opportunities for various types of energy production and generation. Traditionally, the “money-maker” has been oil and gas but Austin’s population has demanded a push for clean energy. Since Houston pretty much owns the oil and gas industry, Austin has been such a strong draw for clean energy companies. People have gotten a lot more excited about clean energy and energy alternatives. People in Austin are willing to make a change, explore alternative energies, and stir up the pot a bit. Austin is unique in that way. On a larger scale, the cool thing about Texas energy is that we’re able to utilize old oil and gas leases for wind energy.
AWC AUSTIN: What advice would you give someone who is looking to gain experience in another field?
RD: Be true to your passions. One of the major hurdles I had to overcome was a bit of a pride thing; I felt I had to stay with engineering because that’s how I defined myself from a career standpoint. My main struggle was wondering if I would be alright with being something else. My advice would be to seriously explore what you want to do and understand what it is. Once that happens, just go for it! People may push back and not understand your goals, but you are only as happy as you let yourself be – it’s not up to other people. Do your research; figure out where to network, learn which organizations you can join, discover volunteer opportunities, learn skills on the side, and talk to as many people as you can. Play the “new card” and ask tons of questions.
AWC AUSTIN: Tell me your favorite thing about living and working in Austin.
RD: I love that Austinites are friendly and welcoming. People genuinely want to get to know you and learn more about you. Aside from that, I also have two little Shih Tzu dogs who are terrified of enclosed dog parks so I love to take them to Zilker Park so they can run and play. I also love spending my Saturday mornings outside at various parks doing fitness boot-camps.
AWC AUSTIN: What is a last thought you’d like to leave us?
RD: The main thing that I want to stress is to not be afraid to try something new and step out of the box career-wise. You only live once and you have to do what makes you happy.
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