Engineering the Future of Technology

Kevin serves as the Executive Director of iCube, overseeing the Center’s vision, partnerships, and long-term strategy. He works closely with the Director, Amanda, and Associate Directors Julie, Joe, Mack, and Sydney to guide operations and grant-funded initiatives. Kevin founded iCube in 1990 within the College of Business and has grown it into one of Tennessee Tech’s most innovative, externally focused resources. His work spans traffic safety, health, science, and education, connecting partners with advanced marketing strategies and state-of-the-art technology. Kevin also teaches marketing classes for the College of Business and works with COB leaders to involve students and staff in iCube activities. New staff and students can come to Kevin for questions related to leadership, partnerships, and the overall direction of iCube.

Dr. Amanda Powell serves as the Director of iCube at Tennessee Tech University, leading public health, safety, and educational initiatives across the Center. She oversees project development and guides teams in creating impactful programs that combine education and innovative technology. Dr. Powell previously worked as a presenter for the Ollie Otter Child Passenger Safety Program, educating elementary students on booster seat, seat belt, and car safety. She has also overseen the development of virtual reality experiences designed to enhance learning and behavior change. New staff and students can come to Dr. Powell for guidance on project direction, educational initiatives, and iCube’s overall mission.

Joe serves as the Associate Director at iCube, overseeing major statewide safety programs including Ollie Otter, Reduce TN Crashes, the TN Traffic Safety Resource Center, and the TN Road Safety Standards initiative. He manages day-to-day communication with numerous partners and leads long-term planning, goals, and project directives across multiple grants. Joe also supports the Occupant Protection Center and THSO Paid Media projects when needed. His expertise includes mapping, data visualization, data analysis, and website/content management, as well as coordinating deliverables to ensure partner deadlines are met. Joe is the go-to person for spreadsheet assistance, data-related tasks, and high-level program coordination.

Julie provides senior-level support for Human Resources, grant administration, and business operations at iCube, but is stepping more into leading the Tennessee Occupant Protection Center. She supports the Executive Director, Director, and Associate Directors and manages community outreach and education across all 95 Tennessee counties. Julie works with more than 175 fitting stations and nearly 1,200 Child Passenger Safety (CPS) technicians through training, certification support, and program coordination. She serves as the lead on the TN Department of Safety and Homeland Security Occupant Protection Center grant and co-leads the National Safety Council’s National Digital Car Seat Check Form, while also supporting TTSRC and Ollie Otter initiatives. With 18 years of experience in state and university grant administration, Julie is a certified CPS Instructor with multiple specialized endorsements. New staff and students can come to Julie for help with office processes, program support, or guidance on where to go for help.

Mack serves as an Associate Director of iCube, focusing on long-term vision, sustainability, and student-centered work. He helps imagine new projects, brings in partners and clients, and oversees ideas from early concept to live implementation. Mack leads all student involvement at iCube, including onboarding, scheduling, paperwork, and project placement, ensuring students have meaningful and well-balanced work. His role centers on balancing timelines, workloads, learning opportunities, and client expectations so projects and people continue moving forward. Mack brings expertise in technical development, web systems, finance, video production, creative direction, and strategic planning. New staff and students can come to Mack for help with timesheets and systems, project brainstorming, technical or creative advice, and professional development guidance.

Sydney manages all paid media campaigns for the $1.5 million annual contract with the Tennessee Highway Safety Office. She plans and executes 12–14 flighted campaigns each year aligned with the National Highway Traffic Safety Administration Communications Calendar, covering topics such as impaired driving, seat belt safety, distracted driving, motorcycle safety, speeding, and pedestrian safety. Her work includes purchasing and coordinating broadcast TV and radio, streaming audio, digital and social media, out-of-home, transit, cable, cinema, and other statewide advertising placements. She reviews proposals, issues contracts, processes invoices, ensures deliverables are met, and collaborates daily with vendors. Sydney also creates and designs campaign content, including social ads, radio scripts, billboards, digital banners, landing pages, and commercial concepts. Creative, witty, and highly organized, she is the go-to person for marketing and advertising questions or for anyone wanting to learn how paid media works.