Her Story
About Christina
Christina Thomas is a freelance contractor based in New Orleans, Louisiana, with about 20 years of experience in the events and promotions field. She previously served as promotions director for iHeartMedia New Orleans and Baton Rouge for approximately 15 years, having started there as a college intern and worked her way up. For the past 5 years, she has operated as a freelance contractor managing multiple contracts, including roles as operations manager for a Mardi Gras crew and talent booking for the National Fried Chicken Festival. A proud 2004 graduate of Xavier University of Louisiana with a degree in Mass Communications and Public Relations, Thomas credits her HBCU network for supporting her entrepreneurial transition. She attributes her success to her work ethic and treating everyone the same, whether an artist like Usher or the janitor, which has helped build her reputation and secure repeat clients. Thomas advises that networking is essential in entertainment, public relations, and contract work, and she values loving all aspects of events work, including the unglamorous tasks like working in the rain or breaking down at 4 a.m. Among the challenges she notes are contract inconsistency and potential burnout from travel in festival and touring life, while opportunities lie in freelancing's flexibility for multitasking multiple projects.
Her Interview
Ten minutes with Christina
01What do you attribute your success to?
My work ethic and treating everyone the same, whether Usher or the janitor. Being a genuine hard worker and naturally myself helps build my reputation and repeat clients. I have a great team and treat people how I want to be treated, which makes people gravitate towards me.
02What’s the best career advice you’ve ever received?
My good friend Raj told me sometimes you have to go backwards to go forward. When you feel like you're not where you're supposed to be, it works out later because you've got to go backwards to go forwards.
03What advice would you give to young women entering your industry?
Networking is where it's at in entertainment, public relations, and contract work. Don't be afraid to accept invites to networking events or cocktail mixers because conversations can spark contracts or relationships that lead to jobs. You're not always going to find opportunities on LinkedIn or online.
04What are the biggest challenges or opportunities in your field right now?
The biggest challenge is inconsistency with contracts and the travel or burnout in festival and touring life. One year road life works, the next it might not. The opportunity is in freelancing where you can multitask, compartmentalize, and manage time well to take on multiple projects if you convince clients of your capabilities.
05What values are most important to you in your work and personal life?
You have to love what you do in events, including the unglamorous parts like working in the rain or breaking down at 4 in the morning. Enjoy the entirety of events, not just the glamorous side with celebrities.
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