Cricket Robertson, CPSM
Since 2009
Active
SMPS North Florida member
AEC marketing professional
Cricket leads strategic marketing and communications initiatives for GFT (formerly Gannett Fleming), a global leader in architecture, engineering, and construction serving transportation, water, power, and buildings markets. She crafts compelling narratives that align with strategic vision, transforming ideas into actionable strategies that drive organizational growth through innovative content creation and brand positioning.
Her expertise spans comprehensive marketing operations including brand development, strategic communications, content creation, and integrated marketing campaigns across diverse AEC sectors. Cricket brings specialized knowledge in developing marketing departments from inception, having established MarCom functions at multiple firms including Superior Construction where she unified two business units into one cohesive brand and supported revenue growth from $300 million to $500 million in three years. Previously as Director of Corporate Marketing & Communications at Superior Construction (2018-2022), she led the firm’s largest single project pursuit win and developed the company’s first brand book.
With over 18 years of AEC marketing experience, Cricket’s career includes progressive leadership roles at premier firms spanning electrical contracting (Corbins Electric as Marketing Director), general contracting (Adolfson & Peterson Construction, Kitchell Contractors), architecture (DLR Group), and engineering (URS Corporation, GFT). Her educational foundation includes an MBA in Business Administration from University of Phoenix and a Bachelor of Science in International Relations with business and Russian minors from Brigham Young University, providing diverse cultural and strategic perspectives.
Cricket demonstrates exceptional professional leadership through her SMPS Fellow designation (Class of 2021), joining an elite group demonstrating at least 15 years of marketing expertise and 10+ years of active SMPS involvement. In a featured SMPS Fellows Spotlight interview (April 2024), she articulated that becoming a Fellow represents “a pinnacle career achievement that continues to elevate marketing and business development as a profession” and establishes credibility as valued partners to operations counterparts.
As SMPS Arizona Chapter President (2015-2016), Cricket led strategic direction for one of the Society’s most dynamic regional chapters, following service as Immediate Past President (2016-2017) and Phelix Awards Chair (2017-2018). Her chapter leadership demonstrated commitment to professional development programming, awards excellence, and member engagement that strengthens the entire Arizona AEC community.
Cricket’s thought leadership extends nationally through featured speaking at SMPS Women + A/E/C virtual conference (2024), where she presented “Bringing Your Employer Brand to Life: The Key Role Employee Resource Groups Play” alongside Amy Collins, FSMPS, CPSM, and Joelle Shea. This session addressed how employee resource groups strengthen organizational culture, recruitment, and retention—critical topics in today’s competitive talent marketplace.
As Secretary and Steering Committee Member for Connected Women at Gannett Fleming (2023-present), Cricket champions diversity, equity, and inclusion initiatives within her firm, creating pathways for women’s advancement in AEC leadership. Her ERG leadership demonstrates commitment to building inclusive workplace cultures that empower all professionals to reach their potential.
Previously serving as Communications Chair for the Design-Build Institute of America Florida Region (2021-2022), Cricket contributed expertise to advancing design-build project delivery methodologies and professional development for Florida’s collaborative construction community.
Cricket’s published thought leadership includes articles in SMPS Marketer Magazine and industry publications addressing topics from digital transformation to career development. Her publications include “Complicated: Untangling Our Wired Lives,” “Scratching Their Own Itch, Marketers Help Our Industry,” “Everything I Learned, I Learned in SMPS,” and “A/E/C Business Development – The Decade Ahead,” contributing practical wisdom that advances the profession.
Certified as a Lean Six Sigma Green Belt, Cricket applies process improvement methodologies to marketing operations, bringing data-driven efficiency and quality management principles to strategic communications and business development functions. This certification demonstrates her commitment to operational excellence and continuous improvement.
Her professional recognition includes SMPS Marketing Communications Awards for Internal Newsletter and Brochure categories, demonstrating excellence in crafting compelling content that engages both internal and external audiences. Cricket also received the SMPS Arizona Chapter Rising Star Award, recognizing emerging leaders making significant early-career contributions to professional services marketing.
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