Communication and Marketing Strategy Advertising Campaigns, Copywriting, Crisis Communication, Branding, Digital Marketing, Email Marketing, Market Research, Public Relations, SEO, Social Media
Technology Proficiency Adobe Creative Cloud, Anthology, Asana, Brevo, Google Analytics, Mailchimp, Microsoft Office, Salesforce, Shopify, Sprout Social, Webflow, Wrike, Wordpress
Event Management and Production Event Planning, Event Production
• Responsible for all email marketing for North Carolina's state wildlife agency.
• Increased CTR by 4 percentage points.
• Designed new e-newsletter system and templates to target communications to specific key constituencies.
• Marketing representative on club's leadership team, collaborating with multiple departments at the executive level to
ensure organizational decisions generated revenue while meeting customer needs.
• Supervised the department responsible for increasing attendance and improving customer experience through direct-to-consumer digital marketing, email marketing, website development, and match day experience.
• Managed paid digital marketing efforts that included retargeting and geofencing to increase brand awareness.
• Increased actionable zero-party data by gaining more than 5,000 new leads.
• New match day fan initiatives, including edutainment, resulted in a 9% increase in customer satisfaction scores.
• Designed new personalized email strategy, which resulted in a 9 percentage point increase in open rate and a 2 percentage point increase in CTR, bringing both in line with industry standards.
• Redesigned team websites to reduce bounce rates, improve SEO, and make them mobile optimized.
• The Courage and NCFC both set single-game attendance records in 2023; both clubs were also among the top five in their respective leagues in attendance increases relative to their 2022 seasons.
• Transitioned email marketing CRM from Brevo to Salesforce.
• Member of executive team. Involved in high-level strategic decision-making process for two professional sports teams. Led the team responsible for marketing, branding, and fan experience initiatives.
• Orchestrated the development and execution of a comprehensive digital marketing strategic plan; paid digital marketing campaigns had an 8:1 ROI (industry standard is 5:1) and resulted in a significant 68% surge in revenue.
• Social media strategic plan that included cross-posting and organic campaigns led to a 100% increase in followers across all platforms.
• Increased marketing email open rates by 10 percentage points, bringing them in line with industry standard.
• Secured key partnerships that expanded brand awareness throughout the target market.
• Built and managed Hailstorm FC's Shopify account.
• Garnered earned media coverage from such outlets as ESPN, the Irish Times, and the Coloradoan.
• Oversaw branding efforts for third professional sports team.
• Produced influential marketing materials for major university announcements and a $3.24 billion capital campaign.
• Devised a comprehensive social media resource guide and produced paid digital marketing campaigns for multiple personas that resulted in a 15.7% increase in revenue.
• Introduced brand purpose elements into social media, email, and website communications to reframe perception of the Alumni Association.
• Formulated and implemented robust communications strategies which led to a 114% increase in average pageviews on feature stories.
• Received the first CASE Circle of Excellence Grand Gold in UO history; award is the Council for Advancement and Support of Education's highest international honor in higher education communications.
• Steered the redesign of key digital assets, including the Alumni Association website and monthly newsletter, ensuring alignment with university brand standards and increasing user engagement.
• Aided in the creation of the university's first crisis communications department, and activated the department during the global COVID-19 pandemic to deliver rapid, accurate information to our audience at a time of critical need.
• Partnered with Tracktown USA to manage operations for athlete press conferences for the following events:
- 2020 US Olympic Team Trials - Track and Field
- 2016 IAAF World Indoor Championships
- 2016 US Olympic Team Trials - Track and Field
• Partnered with Tracktown USA to plan on-site logistics for 2016 Olympic trials, and then create virtual plan for the 2020 Olympic trials (delayed until 2021) to ensure athlete and media safety during the coronavirus pandemic.
• Orchestrated comprehensive nationwide advertising campaigns that increased brand visibility and yielded record returns on investment.
• 2011 campaign produced the largest number of applicants in LSU history.
• 2009 campaign resulted in a 14.4% increase in applicants, the largest increase in university history.
• Composed high-level communications for university leadership.
• Collaborated in the development of a robust crisis communication plan, demonstrating crisis management skills and strategic planning.
• Authored engaging features for diverse university publications.
Louisiana State University
BA in Mass Communication, English, and Sociology
Alpha Lambda Delta Honor Society
Phi Eta Sigma Honor Society
CASE District VIII Alumni Relations Pivot, Gold, 2021
CASE District VIII Feature Writing, Bronze, 2019
CASE Circle of Excellence, Grand Gold, 2016
CASE District IV Institution-wide Branding, Silver, 2012
CASE District IV Advertising Campaign, Silver, 2012
CASE District IV Television Spots, Honorable Mention, 2012
CASE District IV General Feature Writing, Gold, 2011
American Advertising Federation Mixed/Multiple Media, Gold ADDY, 2010
American Advertising Federation Special Judges' Award, 2010
American Advertising Federation Consumer or Trade Publication, Silver ADDY, 2009
TEEX Crisis Communications certification, 2009
Southwest Journalism Congress Best Sports Copy, 2003
Southeast Journalism Conference Best Magazine Writer, 2002
Society of Professional Journalists Best Non-Fiction Magazine Article, 2001
