AMA Member Spotlight: Lana Harris, Leading with Strategy, Creativity, and Heart

By Sam Boykin

As principal and president of Robot Creative, an award-winning marketing and branding agency based in San Antonio, Lana Harris has built her career on bridging the gap between strategy and storytelling — between art and science.

“I’ve always been fascinated by how communication shapes people’s choices and emotions,” Harris said. “Marketing isn’t just about selling — it’s about understanding what motivates people and finding authentic ways to connect with them.”

That curiosity has guided Harris through a dynamic career spanning public relations, corporate marketing, and agency leadership.

A native of El Paso, Harris describes herself as “kind of nerdy” growing up — a speech, debate, and theater kid who also loved logic and analysis. “I was always analytical,” she said. “I loved storytelling and knew I wanted to be in communications.”

After earning her degree in public relations from Texas State University, Harris moved to San Antonio in 1998. She later completed executive education courses at Harvard Business School, an experience she described as “phenomenal for developing strategic thinking and collaboration skills.”

“Once I entered the real world after college, I began to see how advertising, marketing, and public relations all worked together,” she said. “Throughout my career, I’ve explored all sides of consumer behavior. That experience has helped me develop better strategies for clients and appreciate the value of multiple viewpoints.”

Before joining Robot Creative in 2015, Harris served as vice president of marketing and communication at Brake Check, a family-owned regional automotive service company based in San Antonio. “It was a big shift from media to a consumer-facing business,” she said. “But it taught me so much about brand consistency, customer service, and the power of storytelling.”

Prior to that, she spent eight years at the San Antonio Express-News, working in marketing, sales, and management during a period of rapid digital transformation.

“That was when targeted display ads and pay-per-click campaigns were just emerging,” she recalled. “It was exciting, and a little chaotic, to be on the front lines of digital change.”

When she joined Robot Creative, Harris said it felt like a homecoming. “My very first job out of college was at a small PR firm, so returning to the agency world felt like coming full circle,” she said. “I’ve always loved the variety — working with different clients, industries, and challenges every day.”

Robot Creative Office

Over the past decade, Harris has helped shape Robot Creative into one of San Antonio’s most respected full-service marketing agencies. In 2020, she was named principal and president, leading a talented team that serves clients ranging from nonprofits to regional brands and consumer companies.

Harris describes the agency’s culture as collaborative and curious, built on what she calls a “learner mentality.”

“Nothing stays the same in marketing,” she said. “It’s a very technology-driven discipline. In the past, it was mostly art with some science. Now, it’s more science than art, and you have to understand how it all works together. You have to stay curious, keep learning, and be ready to adapt.”

That same philosophy inspired Harris to become more involved with the American Marketing Association–San Antonio. After years of attending events as a guest, she officially joined in 2024.

“I wanted to build better connections with like-minded professionals,” she said. “And I’m so glad I did. The learning opportunities, online resources, and relationship-building opportunities have been invaluable.”

Harris also encourages her team to get involved with AMA. “It’s really helpful for them to meet peers and build their professional networks,” she said. “I love AMA’s close-knit, welcoming spirit. People are positive, collaborative, and genuinely want to see each other succeed. It’s not about competition — it’s about community.”