CHAMBER STAFF
TARA WATSON-WATKINS, IOM
President/CEO
Tara Watson-Watkins, the first female President and CEO of the Lufkin/Angelina County Chamber of Commerce, is a proud Lufkin native and a 2001 graduate of Texas Christian University. After starting her career as a pharmaceutical representative with Pfizer Pharmaceuticals in Dallas and Austin, Tara returned to her hometown in 2006 as the Marketing Director for Woodland Heights Medical Center.
With a passion for community engagement, Tara later served as the Executive Director of the Lufkin Convention and Visitors Bureau and the Artistic Director of The Pines Theater for nine years. Her efforts brought numerous events and visitors to Angelina County, fostering lasting partnerships for the benefit of East Texas.
Tara, a 2012 Leadership Texas graduate and 2017 Leadership Lufkin alumna, actively contributes to her community by serving on various boards, including Hospice in the Pines, Angelina Beautiful Clean, Angelina Arts Alliance, The Cultural District, the George H. Henderson, Jr. Exposition Center, and as a founding board member of the Lufkin ISD Education Foundation. Additionally, she is a sustainer in the Junior League of Lufkin.
As Miss Texas 2000, Tara traveled across the state, advocating for education, drug-free living, and goal-setting to over 300,000 school-aged children. She was also a Top 10 finalist at Miss America in 2001. Tara, a church choir member and HIV/AIDS advocate, balances her community involvement with family time alongside her husband, attorney Brent Watkins, and their daughter, Analeigh Grace. Beyond her active civic life, Tara enjoys beach relaxation, cooking, and spending time at the Pine Not out west.
AMANDA CROCKER
Director of Marketing & Communications
Amanda Crocker stepped into the role of Director of Marketing & Communications at the Chamber in June 2023, where she leads the charge on key publications like The Guide: Community Guide & Preferred Business Directory. She also manages media relations, oversees the Chamber’s social media presence, and is constantly bringing fresh ideas to help further the Chamber’s mission and support its Investors. Amanda is passionate about creating new avenues for sponsorship revenue and innovative ways to connect businesses with opportunities for growth.
Her Chamber journey began in March 2020 as Director of Membership, before transitioning into the Director of Events and Engagement role. With a talent for relationship-building and a heart for community, she thrives on designing and executing impactful events that add value for Chamber Investors.
Beyond her work at the Chamber, Amanda actively serves on the City of Lufkin HOT Funds Board, supporting local tourism and community-focused initiatives.
Before making Lufkin home in 2017, Amanda spent over 13 years as Marketing Director for a media company in Denton. While there, she was deeply involved in the community, serving on the boards of the Denton Chamber of Commerce, Denton Parks Foundation, and the Denton Holiday Lighting Festival, among others.
A proud Texas Tech University graduate, Amanda holds a Bachelor of Arts in Marketing and General Business. She and her husband Mark Crocker are raising two daughters, Taylor and Payton, and share their home with Jack, their beloved rescue dog, and Seager, their equally adored rescue cat.
CHELLEY FARR
Administrative Assistant
Chelley Farr joined the Chamber in April 2025 as an Administrative Assistant. With a passion for community involvement and a strong background in organizational support, Chelley plays a vital role in the Chamber’s day-to-day operations, ensuring our members, guests, and partners feel welcomed, informed, and supported.
A proud member of Leadership Lufkin Class 42, Chelley will graduate from the program in May 2025. She is also an active member of the Junior League of Lufkin, further demonstrating her dedication to community service and leadership development.
Chelley brings a fresh energy to the Chamber team, along with a commitment to excellence and a growing passion for strengthening the Lufkin community. Outside the office, she enjoys time with her two grown children, daughter Ryian and son Noah, and her two beloved rescue dogs, Case and Buck.
MACKENZIE HERRING
Director of Membership
Mackenzie Herring serves as the Membership Coordinator at the Chamber. A proud Hudson alumna, Mackenzie brings a decade of professional marketing experience, with a specialization in copywriting and comprehensive marketing strategies. She earned her Bachelor of Arts in journalism from Stephen F. Austin State University in 2013 and is currently pursuing a Master of Business Administration degree at WGU. Mackenzie is eager to engage with local businesses and collaborate with both new and existing Investors at the Chamber.
COLLEEN MURRAY
Director of Events & Engagement
In June 2023, Colleen Murray stepped into the new role of Director of Events & Engagement at the Chamber. In this role, she oversees key events such as the Annual Chamber Banquet & Meeting, First Friday Luncheons, and the Power Networking Breakfast, along with many other Chamber initiatives.
Colleen first joined the Chamber team in May 2021 as an Administrative Assistant. Her dedication and leadership quickly earned her the new role of Director of Membership before stepping into her current position.
A proud Texas native, Colleen holds degrees in Floral Design and Marketing, as well as Business from Angelina College. Outside the office, she embraces her green thumb as a self-proclaimed plant lady, often found tending to herbs and flowers in her garden, especially those that support the bees.
Colleen lives in Lufkin with her son, Landon, who graduated high school in 2025 and is headed to the University of Texas at San Antonio in the Fall.
MADI STOTT
Leadership Programs Coordinator
In April 2025, Madi Stott joined the Chamber as the Leadership Programs Coordinator. A proud Lufkin native and Hudson alumna, Madi is passionate about giving back to the community that shaped her through leadership development and civic engagement.
She earned her Bachelor of Arts in Communication from Texas A&M University in 2023, followed by a Master of Arts in Communication in 2024. While at Texas A&M, Madi was actively involved with the Bryan/College Station community, collaborating with local leaders, nonprofit organizations, and Kappa Alpha Theta to support initiatives focused on education, accessibility, and community development.
Now, back in East Texas, Madi is excited to plant roots in her hometown and contribute to the ongoing growth and success of Angelina County. Outside of the Chamber, Madi enjoys crafting, planning events, and making the most of her Texas State Parks Pass by exploring the beautiful East Texas Piney Woods!