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Alicia South-Hurt

Alicia South-Hurt Headshot
MS 2020, Strategic Communication, PR & Advertising
Partner & Content Marketing Manager
Purdue Research Foundation
West Lafayette, IN
Alicia South-Hurt is the Partner & Content Marketing Manager at Purdue Research Foundation. She develops and executes marketing strategies that promote and enhance relationships between the organization and strategic stakeholders. She identifies marketing opportunities and campaigns with internal clients, and manages content development to increase brand awareness, engagement, and lead generation through strategic communication and content creation.
Alicia received her Bachelor of Arts degree at Manchester University, majoring in visual arts and minoring in psychology. After graduation, she went on to pursue a postgraduate study in visual communications at Purdue Fort Wayne which paved the way for her nearly 12-year career at Wiley Publishing. During her time at Wiley, she quickly moved from layout designer of digital and print books to art procurement and permission acquisition for the "For Dummies'' brand. Her responsibilities included content acquisition, directing photoshoots, commissioning designers, photo editing, and managing video translation projects.
While at Wiley, she obtained a Graduate Certificate in Strategic Communication Management from Purdue Online. This education equipped her with invaluable skills and meaningful connections that were key to her next career leap to Purdue Research Foundation as the Purdue Railyard Coworking Space Manager. As manager of one of the largest coworking spaces in the state, she oversaw a wide range of responsibilities including operations, recruitment and retention, community engagement, and marketing. This role involved planning large strategic economic development initiatives and events as well as connecting with entrepreneurs, innovators, and industry leaders. This work ultimately led to a position as Economic Development Manager for the organization.
During this time, Alicia wanted to continue her professional growth and pursued a Master of Science in Communication with dual concentrations in Strategic Communication/Public Relations and Integrated Communication & Advertising from Purdue University. She also managed the organization's social media marketing, which laid the foundation for her current marketing career.
Alicia is a lifelong learner and has also earned a Lean Six Sigma Yellow Belt from Purdue as well as certifications in Post-Crisis Leadership and DEI in the Workplace from the University of South Florida in 2020 and 2021, respectively. During that time, she served as Chapter President for Purdue Women’s Network - Greater Lafayette, member of Leadership Lafayette Class 49, and remains on the board of the Greater Lafayette Marketing Coalition.
When she is not busy learning a new skill, you can find her baking, traveling, watching cooking shows, or working out at the gym with her husband.