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Get to know , Senior Director of Communications, and how she elevates ��ɫ����'s voice with heart and expertise.

At , the heartbeat of our community resonates through each member’s unique contributions. In this first installment of the "��ɫ���� Voices" series, we turn our spotlight on Lillian Jenkins, Senior Director of Communications. Her dedication and expertise play a pivotal role in shaping the church's voice and outreach.

A Journey Guided by Faith and Skill

Lillian’s journey with ��ɫ���� is deeply rooted in both her personal faith and professional expertise. Her story with ��ɫ���� began at its inception, but her connection to Pastor Hurmon traces back to his time at Abundant Life Christian Fellowship, where she was deeply moved by his integrity and spiritual leadership.

“When Pastor Hurmon transitioned to start New Beginnings, I knew I had to follow,” Lillian shared. “I've been a partner ever since.” Professionally, Lillian brings over two decades of marketing experience to her role. In addition to establishing her own marketing consulting agency, Lillian has held leadership roles at Banana Republic/Gap and Blue Shield of California. She has also led marketing and communications at Yahoo! and PayPal. Lillian’s extensive background in marketing equips her with a nuanced understanding of digital engagement and brand strategy.

Navigating the Intersection of Corporate Expertise and Ministry

Transitioning from the corporate world to a church setting posed unique challenges for Lillian.

“What applies in corporate settings doesn’t always translate directly to ministry,”

she revealed. “I’ve been in corporate the greater part of my career and I enjoy finding unique ways to use traditional and emerging marketing to spotlight the work ��ɫ���� is doing to help individuals and build communities.”

“The work we do is much more challenging and fast paced than most people realize,” she shared.

“There’s nuance in how we show up in people’s lives and we’re always looking for ways to authentically build relationships and connect with people.”

For Lillian, her goal has been to leverage her marketing experience to propel the church's mission. Her perspective influences the way she leads her team as well as how she approaches sharing ��ɫ����’s vision.

“I’m very fortunate to work with an exceptional group of people. My team includes graphic designers, social media experts, video producers and digital marketing creatives. I’m inspired by how they bring their expertise and their heart to the ministry.”

Strategic Communication at ��ɫ����

In her role, Lillian looks for ways to innovate on behalf of the church. Utilizing modern communication channels from LinkedIn to TikTok to reach diverse audiences, Lillian encourages her team to use best practices across multiple platforms to amplify ��ɫ����’s message of hope, healing, and God's love.

While traditional marketing focuses heavily on promotion, Lillian seeks to connect and engage with both existing members and those who are yet to experience the ��ɫ����’s transformative messages.

“Beyond social media and word of mouth,

we’re testing new technology like AI to create efficiencies and platforms like Google Search and Yelp to get the word out about who we are,”

Lillian expressed. “It’s so important to meet people where they’re at and, by combining traditional channels with emerging platforms and technology, we’re able to show up in broader spaces and touch more lives.

This approach as the Senior Director of Communications guides her in ensuring that her work reflects the church’s heart and mission.

Lillian’s contributions at ��ɫ���� extend far beyond strategy and communication efforts; they embody a commitment to making a difference in people’s lives. Her work ensures that ��ɫ����’s message is not just heard but felt, reaching individuals in meaningful ways and inviting them to be part of a supportive and loving community.

As she leads with both heart and expertise, Lillian’s role as the Senior Director of Communications exemplifies how skillful communication can profoundly impact a community, reflecting the love and grace that define ��ɫ����.