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Outperforming and Including Others: Makayla McMorris

March 20, 2019 Leave a comment

Outperforming and Including Others 

Makayla McMorris

Story by Leo Adam Biga

Photography by Bill Sitzmann

Originally published in the March-April 2019 edition of B2B Omaha Magazine (https://omahamagazine.com/articles/outperforming-and-including-others/)

 

Marketing whiz Makayla McMorris became executive director of the University of Nebraska-Omaha’s Office of University Communications in December 2018.

The Omaha native hopes to elevate her hometown community, leading by example as an African-American female in UNO’s executive ranks. “Being in this position is a huge hope for the community,” McMorris says. “It’s difficult in Omaha. A lot of people from the community leave for better opportunities. ”

She and her husband, Charles Drew Health Center CEO Kenny McMorris, have spurned offers to relocate.

“We both are very committed to the success of Omaha,” she says. “We see where change is starting to happen. Networking and understanding how things work here has allowed us to stay in Omaha and thrive.”

The Nebraska Wesleyan graduate’s local professional life began as a Hearst Television Broadcast Sales Academy Fellow, where she found herself to be the only African-American in local media marketing. She often exceeded sales goals, surpassing her new business goal alone by 30 percent in 2007.

The position at Hearst empowered her to be an entrepreneur. That two-year experience helped her relate to clients when she joined Cox Media in March 2009.

“I could talk to business customers about things other consultants couldn’t—about how to write a business plan, supervise construction of a physical space, hire and train employees, make payroll,” she says. “I had a connection with, and understanding of, small- to medium-sized businesses and what the value of a dollar means to them. It put me so far ahead of other consultants.”

Over the next few years, she climbed steadily in her career, and in 2013, exceeded her first quarter goals by 12 percent for new business, and by 139 percent for digital. But it took time to for McMorris to overcome stereotypes.

“When I would go into a business for the first time I could see they didn’t expect a black person,” McMorris says. “They were like, ‘who is she to tell me how to run my business?’ I felt like I was always under the microscope. I had to perform at a higher level. I had to break down barriers to get them to understand I’m of value to their company.”

She out-performed revenue targets by devising integrated media campaigns across broadcast, publishing, and digital platforms. Word of her achievements led KETV to recruit her back into the Hearst fold. As the KETV senior marketing executive, she led multi-million dollar integrated sales campaigns that grew station revenue by millions.

She’s also grown her circle of influence, serving on the Omaha Women’s Fund and Metro Community College Foundation boards, doing professional meet-ups, and encouraging peers.

“You just really have to be connected,” McMorris says. “This position at UNO came to me because of those things. People I had worked with who I stayed in connection with vouched for me in this role. It’s a testament to that networking.”

That’s one reason she brings a democratic, inclusive leadership style to “the UNO family.”

“I lead a team of 21. I want to be someone they actually feel connected to,” McMorris says. “I like to sit back and listen. But when I do have something to say, it’s effective. I want it to be relatable. People don’t respond well to jargon…I prefer one-on-one, intimate conversations.”

McMorris believes UNO is “a premier institution for higher learning, not only on a local level, but on a national level.”

And with her track record for marketing, she will certainly help elevate the school into an even more premier institution.


Visit unomaha.edu/university-communications for more information.

This article was printed in the April/May 2019 edition of B2B. To receive the magazine, click here to subscribe.

Makayla McMorris

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KETV president-general manager Ariel Roblin leads effort to make historic Burlington Station the ABC affiliate’s new home

May 9, 2014 1 comment

The woman leading the effort to make the historic Burlington railroad station the new home of Omaha ABC affiliate KETV is Ariel Roblin and my short Omaha Magazine profile of her and of her passion for the project and her work follows.

 

Feature-Image

Ariel Roblin

Building the Burlington Station’s Future

May 8, 2014 by 
Photography by Bill Sitzmann & Leo A Daly
Appearing in Omaha Magazine

Almost as soon as Ariel Roblin became president and general manager of Omaha ratings leader KETV in 2011 she faced the momentous decision of finding a new site for the ABC network affiliate.

This next generation media executive succeeded Sarah Smith at the Hearst Television Inc. station and barely into Roblin’s watchshe was tasked with leading a search made necessary because KETV had outgrown its 27th and Douglas digs. That near downtown facility has been home to the station since it went on the air in 1957. Roblin looked at potential properties all around the metro before fixing on a location that took many by surprise. When she announced last June KETV would move to the historic Burlington Station south of the Old Market it meant the iconic rail depot would be saved after decades of neglect and repurposed for a new use few could
have predicted.

It also marked the first time viewers had likely ever heard of the engaging TV boss, par for the course for a behind-the-scenes administrator who sets the course for the station’s on-air talent and content but who is seen on-camera only weekly for special segments. She used the moment to cast the Burlington decision as a win-win.

“It’s a really special place that means a lot to Omaha, and so it was the right thing to do,” she says. “It was built for the 1898 Trans-Mississippi Exposition to show off Omaha. As a passenger train station it’s where stories and memories were created. It’s this big open space that has so much to say and so much history behind it.

 

 

“I feel KETV is the perfect business to go in there because we’re going to capture those stories.”

Designed by noted Omaha architect Thomas Rogers Kimball, the Burlington was long a fitting neighbor showplace to the adjacent Union Station. Unlike that station, which was turned into a museum many years ago, the Burlington sat unused and uncared for after closing in 1974. What became an albatross and eyesore will need a complete makeover. The $22 million renovation designed by Leo A. Daly architects is well under way. When completed in the summer of 2015 the building will not only house KETV’s operations and 100-plus employees but a dedicated public space charting the history of KETV and the Burlington. This new life for a grand old space is expected to bolster redevelopment in the area and add another anchor along the South 10th Street corridor from North Downtown to the Henry Doorly Zoo.

“In broadcasting we talk a lot about making a difference in the community,” Roblin says, “and this is an opportunity for us to do that in a tangible way.”
She views local TV as a positive agent  for change and she enjoys overseeing what KETV does to impact things.

“I’ve worked in different facets of the business, and I have a great amount of respect for what goes on in every position. There’s intensity and passion in every aspect. I love that I’m able to affect a positive outcome in all aspects. I feel fortunate I’m able to do it.”

The Omaha transplant has followed a managerial track since starting in the industry in the mid-1990s. The Ohio native graduated high school early (age 16) and studied theater and communications at the University of Miami. It was there she met her husband, Ablan Roblin, a theater professional who works on stage and backstage at various Omaha theaters. The couple have two boys, Aiden and Kian. Kian played Tiny Tim to his father’s Bob Cratchit two successive years in the Omaha Community Playhouse production of A Christmas Carol.

Ariel’s own love for theater extends to serving as a board member of the Blue Barn Theatre, whose new building will be near the Burlington.

Her first media job was as a program director at USA Networks’ WAMI-TV in Miami. Her next career stops were in Dayton, Ohio, Honolulu and Redding, Calif. She joined KETV in 2010 as general sales manager. Though Roblin always desired to be a GM she was surprised when it happened at age 35. When she asked Hearst management why they selected her she was told it was because she cared.

She acknowledges, “I put myself into my work. I’m all in.”

Why does she care so much? “This is an opportunity to get to make a difference in people’s lives. You can’t get that wrong. The news consumption here is very strong compared to other markets—it really does matter to people what you do and how you do it in your news.”

Omaha has become home.

“I’ve never lived in a city and loved it as much as Omaha and I’ve lived in a lot of places. I love this town, my family loves this town. It’s got a great balance for life. We find we can do it all here. We appreciate the sports and the arts. The schools are great.

“I feel Omaha is an incredibly inclusive community. Even though I’m not from here I’ve always felt if I was willing to chip in and do some good work for Omaha I was more than welcome. That’s a really special characteristic Omaha has.

“If I ever did leave I would really miss that.”

 

 

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