Carol Ruiz, Founder and CEO
Carol is first and foremost a storyteller. For more than twenty years, she has brought her talents to public relations and marketing, with results that speak for themselves. Her relationships with editors at business-to-business and consumer publications nationwide have garnered press in such esteemed publications as the New York Times, USA Today, Los Angeles Times, Reuters, and more. Ruiz is also an award winning documentary filmmaker and was an instructor in the School of Film and Television at Loyola Marymount University in Los Angeles for five years.
As principal of NewGround, Carol is responsible for the oversight of public relations, media and client relations, advertising and marketing programs, and new business development. On behalf of her clients, Ruiz creates campaigns that utilize traditional and non-traditional media toward a comprehensive brand enhancement strategy. She is actively involved in every campaign. She is chair of the Residential Neighborhood Development Gold Council for the Urban Land Institute (ULI). She is also chair of Sales & Marketing Ideas magazine’s editorial advisory group and is on the National Association of Home Builders’ National Sales and Marketing Council Board of Trustees. Some of her clients have included former Secretary of Housing and Urban Development Henry Cisneros and his company CityView, The Planning Center, CorpNet, Gatehouse Capital (developer of the W Hotel and Residences on Hollywood and Vine), and Boral USA.
Shelley is responsible for all in-house management of the public relations team, media and client relations and new business development. Miller has over 15 years experience in public relations and marketing and her depth of understanding of urban and surburban real estate markets translates into highly beneficial campaigns for NewGround clients across the country.
Over the years, Miller has worked with a number of real estate focused companies, including land developers and brokers, home building, building products and architecture companies. Miller is an active member of the Building Industry Association (BIA), National Association of Home Builders (NAHB) and the Urban Land Institute (ULI).
Jamie Latta, Director of Social Media
Jamie has over 10 years of extensive marketing and PR experience. She’s a writer at heart and has a well-rounded skill set that makes her inherently qualified for the ever-changing Social Media landscape. Her experiences include PR, Brand Awareness, Search Engine Optimizations (SEO), Copywriting, Editorial, Television Writing and of course, Social Media. Under her creative direction, NewGround has won multiple awards for their groundbreaking social media programs, been featured in numerous publications, and asked to speak at conferences regarding their innovation, creativity and results driven campaigns.
Katy Biggerstaff, Public Relations Manager
As Public Relations Manager, Katy Biggerstaff has a proven ability to counsel clients with the best strategy in order to help build brand awareness and grow market share. With experience on a corporate and project-based level, she am responsible for developing, implementing, and managing regional and national public relations campaigns for many real estate and homebuilding clients.
Katy has worked alongside senior level executives to implement multi-layered communications campaigns in alignment with business objectives and goals that include media relations, event planning, marketing, advertising and sponsorships, tradeshows, and digital media strategies. She has garnered numerous feature and profile stories in mainstream and trade publications identified as top targets for clients including: Los Angeles Times, Orange County Business Journal, Orange County Register, Urban Land, The Planning Report, National Real Estate Investor, Contract, among many others.
With a focus on public relations and marketing campaigns for public and private sectors throughout the United States, Katy has expertise in working with municipalities and residential and commercial real estate companies on land planning, transportation, development, leasing and sales, economic development, sustainability, architecture, property management, sales and management training, and manufacturing (building products and medical device). Her knowledge spans a wide variety of product types including single family residential, multi-family residential, commercial office, industrial, retail and mixed-use.
Robert O’Shaughnessy, President of Online Marketing
Robert is President of Online Marketing for NewGround. He works directly with clients on a variety of online (and offline) marketing techniques including content and email marketing, SEO & SEM , display advertising, and reporting and consultation that includes close analysis of website traffic and conversions. Clients get ROI-based solutions that result from smart media buys, quantitative analysis, analytics, creativity, and the power of collaboration. Robert’s experience has spanned many industries, with the bulk of the experience over the past eight years being real estate focused.
Robert frequently publishes and speaks on digital marketing techniques and trends and is periodically hired for hands-on day training sessions.
Robert graduated from Boston University with degrees in English and History and began his career as a teacher and writer.